Yookos takes on social media market

After a year of flying under the radar, African social networking site, Yookos, says it’s ready to grab market share by offering a values-based platform that talks directly to African issues.

The site, www.yookos.com, already has some 6 million users, and is growing by the day. Yookos chief executive, Tomisin Fashina, believes the market is ripe for the new entrant, and is aiming for 20 million active users within this year.

“Our early experience suggests there’s a huge need for a quintessentially African social network that helps Africans interact, socialise, share information and access entertainment that is relevant to them, whether they’re in London, New York or a remote village in Africa said Fashina, a former banker tapped to head up the rapidly-growing operation. 

Fashina says social media penetration remains low in many African countries precisely because it lacks local relevance – and he believes Yookos has a vital role to play in breaking digital barriers, making the continent social media-savvy and providing social relevance in a networked environment.

Yookos – for You Own Your Kosmos – is continually adding content, functionality and additional languages as it aims to attract and retain local users.

“We believe in the continent, and are investing in its future. For us, Africa’s challenges are its opportunities. Our emphasis is on social development. Our biggest challenge in the continent is illiteracy, and we’ll be looking to find ways to be part of the solution. We care about Africa and uplifting the people, whether that’s through giving students access to educational materials or putting families in contact with their loved ones on the other side of the world,” said Fashina.

Yookos believes its positioning as a values-based platform will also be attractive to many Africans put off by more liberal Western platforms:

“We don’t want pornography, foul language or violence. This is a place where people are comfortable to come and talk about everything from football to music in a comfortable environment. We want to be about things that add to you and lift you up, not things that pull you down!”

The way of the future is undoubtedly mobile, says Fashina. For millions in Africa, mobile phones are the main and often only connections to the Internet – and a way to put Yookos in every hand. To this end, Yookos has developed a unique yet easy to use mobile app for mobile users to connect their world through Yookos.

Fashina is also not shy to use other social networks to spread the Yookos message.

“We call it riding the tiger. Other social networks have seven-to-ten year head-start, so we’re happy to use them to get our story out there!”

Yookos was born as an online platform for Christ Embassy head Pastor Chris to share prayer points with his followers – but Fashina says they quickly realised the potential of the platform. The result is that Christ Embassy is one user on the burgeoning site, with Yookos rapidly forging its own identity across the continent.

“We’re proud of our roots, but what Yookos is, is a social network designed to reach out to all Africans, regardless of religion, politics, gender or where one is. This is a meeting place for all Africans to come and be educated, entertained, and interact,” said Fashina.

“More than 40 other churches and community organisations are already using Yookos as a platform to reach their communities, and we’re hoping to grow that significantly,” he concluded.