How Digital Ads Can Reach Students in Somalia and DRC

Reaching prospective students in Somalia and the Democratic Republic of Congo (DRC) through digital ads requires a smart mix of local insight, platform strategy, and language sensitivity. Here’s how Delight Technical College—or any East African TVET institution—can succeed:

🌍 1. Know the Digital Landscape

Somalia:

• Most active platforms: Facebook, WhatsApp, TikTok, Telegram
• High mobile usage, especially via Android
• Youth are heavily influenced by peer testimonials and video content

DRC:

• Most active platforms: Facebook, WhatsApp, YouTube
• French is the dominant language, with some English and local dialects
• Media-rich ads (videos, infographics) work better than text-heavy ads

🎯 2. Use Geo-Targeted Ads

Set your Facebook and Google Ads to target:

• Cities like Mogadishu, Hargeisa, Goma, Bukavu, Kinshasa, and Lubumbashi
• Age range: 16–25
• Interests: Fashion, Media, TVET, Entrepreneurship, Scholarships

💡 Pro Tip: Run A/B tests in both English and French (for DRC), and Somali (for key Somalia regions).

🎥 3. Prioritize Short, Relatable Video Ads

• Use subtitles in French and Somali
• Keep videos under 1 minute
• Feature real students from DRC or Somalia sharing success stories, daily life at Delight, or scholarship tips

🎬 Example themes:

• “How I Moved from Mogadishu to Nairobi”
• “This Fashion Student from Goma Is Now Exporting Designs”

🧠 4. Leverage Micro-Influencers and Alumni

• Partner with Somali and Congolese Delight alumni who are active on TikTok, Instagram, or Facebook
• Let them do Instagram takeovers, live Q&A sessions, or story testimonials

📲 Local influencers create trust and peer validation—especially where formal institutions may be met with skepticism.

📱 5. Run WhatsApp-Focused Campaigns

• Include a “Chat with Admissions” WhatsApp number in every ad
• Use click-to-WhatsApp ad formats on Facebook
• Share brochures, application links, and video explainers directly

📈 In DRC and Somalia, many families skip email entirely and use WhatsApp for everything—from school inquiries to sending documents.

🗣️ 6. Speak the Right Language

• DRC: Use French-first ads with optional English versions
• Somalia: Use Somali-first, with simple English as backup
• Keep the tone friendly, youth-driven, and clear

🗯️ Example copy:

“Fashion courses in Nairobi – now open for Somali students! 🎓 Apply online. Scholarships available!”

🧳 7. Address Real Barriers in the Ads

• Include keywords like:
  • “Easy visa process”
  • “Low-cost accommodation in Nairobi”
  • “Recognized certificates in DRC/Somalia”
• This shows awareness of student fears and builds trust

🌐 BONUS: Use Facebook Groups and Community Pages

Join and post in active groups like:

• “TVET Students in DRC”
• “Somali Students Abroad”
• “East African Education Opportunities”

Engage with questions, not just promotions—build a conversation-based presence.