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Facebook Continues Quest For World Dominance, Starts Hiring In Africa

[SUNDAY AGHAEZE/AFP/Getty Images]

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Eric Lieberman Deputy Editor

Facebook is trying to gain more advertising revenue, so it is expanding its reach into one of the largest and relatively untapped markets — Africa.

The social media conglomerate set up an office in South Africa last year and wants to explore potential ventures in Nigeria and Kenya.

Africa, with an estimated population of roughly 1.2 billion people, could be a huge opportunity for the social media company to strengthen its stronghold on the social media world. The continent is essentially a “final frontier” for one of the world’s largest tech corporations.

Facebook gets a large portion of its money from advertisements. (RELATED: Facebook Is Getting Its Advertisements Around Ad Blockers)

After being criticized for a number of advertising metric errors, the social media company plans on getting outside help for different measurements in hopes to regain marketers’ trust.

Constructing a comprehensive digital advertising market in Africa that can attract startups may be a difficult task, especially if the technical infrastructure is not there.

“We’re still trying to figure out the model for our teams there. I’m doing a lot of travel back and forth between Lagos and Johannesburg…that’s not sustainable,” Nunu Ntshingila, head of Facebook Africa, told Quartz.

CEO Mark Zuckerberg declared in 2015 that he intends on launching a satellite “into a geostationary orbit” in order to provide Internet access to “large parts of West, East and Southern Africa.”

One of the satellites that Zuckerberg planned on using for this initiative was destroyed after a rocket owned by fellow tech entrepreneur Elon Musk exploded in early September.

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