How Shukuru transformed AzamPesa’s social media engagement

What was the challenge?

Before February 2023, the social media pages of AzamPay, AzamPesa and Sarafu faced a challenge common to many Tanzanian brands. They were talking at their audience. The content was directive and PR-ish—"Do this, Our product that." It left followers as passive recipients of information, resulting in minimal engagement.

For instance, AzamPesa's Instagram had over 11K followers but averaged just 20 likes and 3 comments per post.

The message reframing

As a Social Media Copywriter and Content Strategist, I suggested a complete content reframing. We shifted the audience from passive observers of our posts to active participants. Here's what I did:

•  Created conversational and audience-focused captions.
• Repositioned product posts to spark dialogue and connection.
• Collaborated with designers to craft graphics that complemented the new tone.

The Impact

AzamPesa’s Instagram engagement saw significant improvement.

• Average likes grew to 40+ per post.
• Comments increased to 10+ per post.
• Organic discussions began to flourish on posts.

Beyond results, I also learned a few critical lessons about working with content teams—though those remain my trade secret!