Trend Tuesday: Bonang Matheba Partners with MTN to Expand Her App
Published 2 years ago by
Award winning media personality and entrepreneur, Bonang Matheba, has partnered with Africa’s largest telecoms operator, MTN, with her soon-to-launch mobile app, Bonang Matheba’s World. MTN currently services 250 million customers in 21 countries.
Image Source: @bonang_m Instagram
“As my world continues to grow, expand and innovate, I am especially honoured to partner with MTN and leverage this development in the mobile digital content space. I’m excited to be able to reach more fans and engage with them directly on Bonang Matheba’s World.”
– Bonang Matheba
Bonang Matheba’s World on MTN presents an exclusive mix of video, music playlists, curated images and additional Bonang lifestyle-specific content, including behind the scenes footage, events and photoshoots, her personal favorite products, from make-up to hair styling and fashion trends, to select daily affirmations, self-growth, health tips and business advice.
“Bonang is a natural in the digital space, as she consistently produces fun, fresh and engaging content. We know her huge fan base are going to love this new platform and we are delighted with this partnership.”
– Ernst Fonternel, Chief Digital Officer: MTN South Africa
Bonang Matheba’s World will also allow fans to get to know the inspirational and business savvy media personality in a more intimate way. They can ask her anything and everything they want to know about her life, career, advice, styling tips, diet tips and relationships.
This is not Bonang’s first foray into mobile digital content but rather an expansion of her mobile digital domain. Her first app launched on the Cell C network two years ago to great acclaim and the exclusive content which focused on the entrepreneur and media personality was a huge hit with fans. Its popularity is indicated by a current base of over 780,000 subscribers.

From producing long form content like A Very Bonang Year on SABC 1 – which generated record breaking numbers, including 3.86 million viewer reach and 3.5 billion hashtag impressions – Queen B is now providing short form content for a growing pan-African fan base eager for more. As such, Bonang Matheba’s World is designed to deliver exclusive short form content to her subscriber fans and will be available within MTN’s South Africa service area.
According to the 2019 Content Preferences Survey Report by the Demand Gen Report, 93% B2B buyers and users prefer short form content. This year’s report has further indicated a 39% market share growth of this preference, with an additional 67% showing a growing inclination towards more visually engaging formats.


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