Welcome to Social Media in SA
June 6, 2024
In 2024, the digital landscape in South Africa continues to expand, with social media platforms growing daily. Our team has explored the latest statistics on the social media takeover in South Africa, providing insights into digital trends and behaviours.
Social media platforms are central to South Africa’s digital landscape. As of January 2024, there were 26 million social media users in the country, equating to 42.8% of the total population. This figure reflects a modest annual growth of 200,000 users (0.8%). Notably, 57.3% of internet users engage with at least one social media platform.
Platform-Specific Insights
Facebook: With 26 million users, Facebook remains a dominant platform, reaching 42.8% of the population. Interestingly, Facebook’s potential ad reach grew by 17.4% over the past year but saw a slight decline of 5.3% from October 2023 to January 2024.
Instagram: With 6.95 million users, Instagram’s reach extends to 11.5% of the population. The platform experienced significant growth, with a 23% increase in its ad audience from the previous year.
TikTok: TikTok is gaining popularity, with 17.46 million users aged 18 and above, representing 43.2% of the adult population. The platform saw an impressive annual growth of 47.7%.
LinkedIn: This professional network has 12 million members, equating to 19.8% of the population. LinkedIn’s reach expanded by 9.1% over the past year.
Digital in South Africa
High Social Media Engagement: South Africa boasts one of the highest social media engagement rates in the world. On average, South African internet users spend over three hours per day on social media platforms.
Mobile-First Nation: With over 118.6 million active cellular connections, South Africa has a mobile rate of 195.4%, meaning many users have more than one mobile device.
Growing E-commerce Market: E-commerce is on the rise in South Africa, with online shopping growing rapidly due to increased internet penetration and improved digital payment systems.
Influencer Culture: Influencer marketing is thriving in South Africa, with local influencers playing a pivotal role in shaping consumer behaviour. South African influencers on platforms like Instagram and TikTok have a strong impact on brand perception and purchasing decisions.
If your brand isn’t on social media, it should be! It is an ever-growing communication channel to target all age groups. Our team is ready to get you started!