What is Up with Linda Ikeji Social These Days?

Recently this has been the question following the social networking platform launched by the Top Nigerian Blogger and media Entrepreneur, Linda Ikeji. Late last year, November 1, 2016 to be precise, Linda launched her own social media network, Linda Ikeji Social (LIS) — a platform built to combine personal blogging and social networking. LIS as a social media platform was built riding on the wing of the blogger’s massive successful blogging career and platform. LIS met a lot of buzz, applause and skepticism on arrival, so much so that platform gathered over 50,000 users on the first day of launch!

Lindaikeji’s blog strength in the Nigeria online media space has remained enviable and top-ranking through the decade, her move to translating the blog’s high traffic and following into a real time user interaction platform (LIS) makes sense, seeing as the blog’s comment section over the years grew into an impressive community, one that can only be seen on few platforms in Nigeria and Africa. Basically, LIS was almost just begging to happen. A simple dream to move those daily site visitors to LIS users was meant to roll out easily as users were to be enticed with News, Updates and Monetary/non-monetary incentives. Six months after launch, has things been rosy for LIS in Nigeria?

Though in the pre-launch and post-launch months, Linda invested in the online and offline marketing of the platform and even incentivized the product for users, today there has a been visible decline in marketing and this may be reflecting on the app acceptance, popularity and usage.

Nigeria as a country remains one the most active in internet usage and engagement in Africa, so one would have taught launching LIS in the continent’s “internet hub” would make things easy. With about 16 million active facebook users as at last month(April), Nigeria sits on top, ahead of many other countries in the continent on social media and internet use. This unignorable trend is seen across other popular social media platform. It’s easy to see that Nigerians are big online! Customer/User conversion was pointed out as many to be the problem to hinder LIS’ speedy acceptance as many Nigerians have already pitched their tents in popular social networking platforms. This meant a possible unwillingness to move to newer ones, and clearly not so easily with incentive baits.

Amongst Local Nigerian Platforms, Nairaland has arguably stood for the longest to be the most interactive platform and this may be because of how easy to use, simple and open it is. Being an open forum, users can say whatever they wanted, to whoever they wanted and however they wanted because of it’s easy open design. There are little to no implications for any kind of public interactions made (kind of similar to most blog comment sections), the general idea in most users’ head remain “if the kitchen gets too hot, you leave and return another day”. With LIS being built like the facebook interface, the “village square” setting of Nairaland could never apply as users were made to get profiles and anonymity became close to impossible. But beyond the interface and other technical setback (difficulty in logging in etc.) many have argued that LIS was not marketing enough.

Long and short, everyone knows the dust of excitement has settled and LIS may not be doing as good as many predicted. Looking at our similar past experiences with Google Plus and Google Hangout we are left with asking “LIS, what next?” Clearly, there maybe a need for major restructuring in marketing, design and general technical build.

On Techcabal’s Radar, an open online community of and for techies, the fate of LIS was recently discussed and no one could come up with any strong solution to save the platform.

We leave the question to you, does anybody know what’s up with LIS these days?

This Article was written by Makuochi Okafor and was first Published on TINKAfrica, an insights platform that allows marketers and advertising agencies connect with consumer trends, disruptive innovations and emergent pop cultural phenomena in Africa. Visit www.tinkafrica.ng

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