In 2017 our adverts on Tapestry or Rugmaking accidentally went viral across SADC attracting millions of followers across the region. We definitely made digital history as the ads which we shared on Facebook were eventually shared across Whatsapp Platforms in South Africa, Lesotho, Eswatini, Botswana and Malawi.

An atomic explosion that earned us an award from the Zulu Kingdom for the impact of our work across South Africa and KwaZulu Natal Province in particular. What was just an experimental advert turned out to be a complete opposite as thousands responded and we could not manage the avalanche. The power of digital marketing—nobody knows what can happen to content posted!

Is it possible to do a repeat? Yes we did in 2018 with a follow on project of Hatmaking although we could not reach the benchmark we had set in 2017.

We got a firsthand insight of the link between Facebook and Whatsapp—the 2 a formidable power in triggering viral content. Whatever is covered on Facebook and if good enough, eventually goes to Whatsapp where sharing is convenient. In the past there were no restrictions on sharing on Whatsapp but restrictions—one can no longer share forwarded  messages to many groups at once—only one group allowed at a time if it’s a forwarded message.

The Share Button is one of the most powerful digital marketing tools and need more analysis. Are you developing content that is easily shared? How many times has your content been shared? Shared across all social media platforms. Do you do content share audits?

We used to have Mambos Chickens dominating social media with their content finding loyal followers. We don’t know what happened—perhaps change in management?

Others are engaging SHARING Teams—the teams share content on their behalf helping to create or trigger viral content. We will research more on this and share with the forum.

The last box for ticking in digital marketing is the SHARE BUTTON—can the content be shared? Not shared by the creator but by independent followers. Is the value in the content or graphics good enough?

The total export receipts for Rwanda in 2021 was US$2.1 billion and increased to US$2.9 billion in 2022. The interesting insight is in 2021, Rwandas exports equalled the Zimbabwe’s diaspora receipts for the year ended 2022! And in 2023 Zimbabwe received close to a billion dollars in the first 6 months. The expectation is to meet the US$2 billion mark by the end of 2023.

Therefore diaspora remittances do play a significant economic role in the country helping to provide liquidity and spur economic development. But as a nation do we have a solid diaspora engagement policy? Is it visible enough? What have been our key achievements over the past decades to engage and incentivise our foreign citizens to actively participate in business back home?

On this forum we do have tonnes of posts advocating for diaspora engagement but we eventually got tired of advocating for this. It is better to focus on what is controllable and that is individual businesses tapping into diaspora remittances value chain.

Judging from forum sentiments, the economy has been biting hard especially in September and October resulting in small businesses strategizing on operations with some relocating to cheaper rental premises-some in staff rationalization and other cost cutting measures. In Harare where office space had become difficult to find in recent years-in recent months the vacancy rates have shot up.

With Zimbabwe experiencing disposable income drought, businesses encouraged to diversify their risks through seriously considering how they can tap into diaspora remittances. Official estimates of the number of Zimbabweans in the diaspora difficult to establish but some put the figure at 5 million.

What are the diaspora interests in Zimbabwe?

Buying decisions: They are playing a crucial role in what products or services need to be procured such as meeting basic needs. Reaching out to the diaspora helps them make decisions and its easy for local companies to reach out to Zimbabweans in the SADC region. Digital marketing comes to the rescue.

Real Estate: One of the top needs of the diasporan community-property acquisitions or constructing own homes. From our forum, we have some who have mastered diaspora engagement in meeting their needs. If you are into the construction value chain-ignore diaspora at your own peril.

Entrepreneurship Projects: There is an increasing interest by the diaspora community in undertaking entrepreneurial projects back home. This is done as a safeguard especially due to insecurities around the ZEP permits for Zimbabweans in South Africa. Some are also supporting relatives back home involved in entrepreneurial projects.

Schooling: Some diasporas especially those around the region such as Mozambique and South Africa are opting for Zimbabwean education for their children. In the process they have direct involvement and interest in choosing schools for their children. Schools that reach out to the diaspora community therefore enjoy a competitive advantage over those that do not.

Funeral and Medical Insurance: Do we have local insurance companies reaching out to the diaspora as decision makers? Due to local laws, provision of insurance cover to the diaspora could be a challenge-but are they advertising their services to the diaspora community in Cape Town so that they could insure their relatives back home?

There is more that local companies need to do as a huge percentage of forex circulating in the economy can be traced back to the diaspora. Over the next 5 years the nation is expecting more than US$10 billion and more could come if incentives are put in place. Perhaps time for strategy rethink for local companies and be in the direct path of diaspora remittances.