Data Journalism Lab Zw, Bulawayo (2025)

Data Journalism Zw is a project of the Zimbabwe Centre for Media and Information Literacy.

16/02/2024

Harnessing the potential of tailored content for audience growth by Marshall Bwanya

Leveraging market segmentation to grow ZimLive

In the rapidly evolving digital landscape, where success is defined by clicks and engagement, the importance of tailored content cannot be overstated.

As the chief reporter for ZimLive, one of Zimbabwe's leading investigative online publications, I have witnessed the challenges posed by a competitive online market. Our editorial policy focuses on delivering exclusive content that exposes corruption, abuse of power, and other human interest stories that are not widely covered.

In this modern age of information, where website clicks can translate into revenue, it is crucial to design and produce content that generates traction.

To achieve this, I have been employing targeted market segmentation to identify specific demographics and interests of our potential audience. By understanding their preferences, we can create content that directly appeals to them.

One of the strategies I have employed is conducting market research to pinpoint the key demographics and interests of our target audience. This allows us to create content that resonates with them and encourages them to share it within their networks.

By tailoring our content to align with their interests and preferences, we can create more engaging and shareable content, attracting new followers while retaining existing ones.

Additionally, an important focus has been engaging with our audience on social media platforms such as WhatsApp, Facebook, and Twitter.
U.S. Embassy Zimbabwe

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Leveraging market segmentation to grow ZimLive

15/02/2024

Utilizing WhatsApp's ubiquity in Zimbabwe by Nothando Mathe

Developing a WhatsApp-focused growth plan for Kukurigo

WhatsApp has become a powerful platform for distributing news in places where traditional media faces accessibility challenges. In Zimbabwe, with high data costs, WhatsApp has emerged as a widely adopted way for newsrooms to share information even in remote areas.

As part of my capstone project for the Innovate 360 journalism program, I aim to develop and implement a strategic audience growth plan focused on leveraging WhatsApp's extensive reach within Zimbabwe to expand the readership of Kukurigo.

Over the next six months, I will conduct audience profiling using surveys and polls to understand the demographics of our current WhatsApp subscribers. This will allow me to tailor content to different cohorts and their interests in trending political, economic and social issues.

In addition to diversifying our audience, I also plan to create a new interactive online platform to supplement Kukurigo's existing view-only website. This will help foster greater public discussion and engagement around important topics.

The success of this project will be measured by increases in WhatsApp traffic and audience numbers from our profiling and targeting efforts. By taking inspiration from models established by other innovative newsrooms on WhatsApp like the Centre for Innovation and Technology and News Report, I aim to strengthen Kukurigo's position as a leading voice in this new format of mobile journalism within Zimbabwe.
U.S. Embassy Zimbabwe

Read the full article here:

Developing a WhatsApp-focused growth plan for Kukurigo news outlet

14/02/2024

Harnessing AI to keep journalists ahead of the social media curve

Using technology to monitor social media announcements by politicians and celebrities

In a world where politicians and celebrities do not wait for press conferences to announce significant news, it is important for journalists to stay active on social media.

As a millennial, I have often struggled to understand people’s strong urge to be on social media and have one-sided conversations with over a million followers. However, over time social media has become the new norm. Initially intended as a platform to share random thoughts, it evolved to share parts of our lives and is now an alternative to press conferences. Politicians and celebrities can announce major events or decisions without booking a venue by making a clickbait statement on their preferred platform.

In Zimbabwe recently, multiple politicians have chosen Twitter to announce boycotts, recalls, resignations, and policy changes. This makes it partially easier for journalists who cannot attend physical press conferences. However, it means thousands receive the news simultaneously. Once information spreads on Twitter, it is open to distortion and the distorted facts spread further, complicating discerning real from fake news.

How can journalists like myself with an aversion to social media stay current?

U.S. Embassy Zimbabwe

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Using technology to monitor social media announcements by politicians and celebrities

13/02/2024

Bridging the rural digital divide: Innovating news distribution in Zimbabwe by Leopold Kudakwashe Munhende

Delivering news to underserved audiences through community networks

I was appointed interim editor of NewZimbabwe.com, the country’s first and most-read online paper, for four months in 2023.

It was the most interesting, challenging but rewarding period of my journalism career. Interesting in that what I learnt is still unmatched, challenging in that certain hurdles were difficult to manoeuvre around and rewarding because of a fatter pocket.

After my predecessor had breached the million visitors per month mark, I managed to get the paper to 1.5 million as was regularly reported by similarweb.com

With increased visitor numbers satisfying audiences and oversight, things were looking up — until metrics plateaued with no clear path forward.

When readership stagnated at 1.5 million visitors, facing growing competition from other emerging online publications, it was clear strategies needed to change. Unfortunately, metrics then began plummeting significantly and have remained lower than hoped, leaving the solution unclear.

Participating in the Innovate360 programme will empower me with the skills and knowledge needed to develop effective audience growth and revenue strategies. I expect the coming months will provide lessons in content distribution, monetization, and other tactics that can help revive readership numbers. Optimising how information reaches communities without access could be key to reigniting the momentum.

U.S. Embassy Zimbabwe

Read the full article here: https://medium.com/zimbabwe-entrepreneurial-journalism-program-for/bridging-the-rural-digital-divide-innovating-news-distribution-in-zimbabwe-643289e037d0

Delivering news to underserved audiences through community networks

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