Twitter wants to expand its operations around the world and will open its first office in Africa, but specifically in Ghana. The company is the second major social network to set up an office on the continent. In 2015, Facebook opened its first office in Johannesburg, South Africa.
This Twitter strategy can be used to try to increase platform popularity on the continent. For now, the network is in its infancy there. A survey by StatCounter revealed that only 11% of African residents with internet access have an account on Twitter, against 59% of Facebook. The region is also a challenge for digital companies, as only 39% of its inhabitants are connected. The global average is around 59%.
🇬🇭 Twitter is now present on the continent.
Thank you Ghana and @NAkufoAddo. #TwitterGhana https://t.co/tt7KR3kvDg
—jack (@jack) April 12, 2021
“This is the beginning of a beautiful partnership between Twitter and Ghana,” tweeted Ghanaian President Nana Akufo-Addo on Monday (12/04), after also being mentioned in a tweet by Jack Dorsey, founder of the platform, who also celebrated the achievement.
The choice of Ghana as HQ for Twitter's Africa operations is EXCELLENT news. Gov't and Ghanaians welcome this announcement and the confidence restored in our country very much. 1/3 #TwitterInGhana #TwitterGhana https://t.co/HdCqFgXK0x
- Nana Akufo-Addo (@NAkufoAddo) April 12, 2021
Twitter Expansion Strategy
“Whenever we enter new markets, we work to ensure that we are not only investing in the talent we hire, but also in the local communities and the social fabric that supports them,” said the Twitter on a release. “As a democracy, Ghana stands for freedom of expression, also online, and an open Internet – a concept that Twitter also supports. Furthermore, Ghana’s recent appointment to host the African Continental Free Trade Area Secretariat is in line with our goal of establishing a presence in the region,” the social network added.
Facebook's interest in Africa has also grown. The social network plans to open its second office there later this year, in Lagos. Ghana has become one of the continent's main hubs for startups and technology companies in recent years, alongside South Africa and Nigeria, which have been investing in this segment for longer.
