Reaching Consumers Through Video Marketing in Africa by Enhancing Industrial Growth and the Realization of SDGs and African Agenda 2063

Abstract

This study sought to find out the effect of video marketing as a strategy to create awareness on industrial goods and services in order to promote trade in Africa and alleviate poverty in line with the SDGs and the African Agenda 2063. Video marketing involves the use of product content in the form of videos so as to promote a brand, product, or service. An online survey used Google Forms to collect primary data. The respondents answered the questions from web browsers of their choice. Descriptive statistics were used to analyze the data. The study found that most internet users preferred to access the internet via their smartphones and that they usually downloaded entire videos and other advertisements. In addition, a majority preferred You Tube and Instagram. The study recommends the use of you tube and Instagram to advertise goods within the East African market.