In the ever-evolving landscape of social media, Facebook continues to hold its position as the most popular platform among South Africans. According to the latest 2024 South African Social Media Landscape Report by Ornico and World Wide Worx, Facebook leads the pack with a significant user base, despite the rise of other platforms like TikTok. This dominance highlights Facebook’s enduring appeal and its ability to adapt to changing user preferences and trends.
Facebook’s popularity in South Africa is evident from the numbers. The platform boasts a usage rate of 78%, making it the most widely used social media site in the country. This widespread adoption can be attributed to Facebook’s comprehensive features that cater to a diverse audience. From connecting with friends and family to engaging with brands and communities, Facebook offers a versatile platform that meets various user needs.
The platform’s ability to integrate new features and stay relevant has also contributed to its sustained popularity. Over the years, Facebook has introduced various tools and functionalities, such as Facebook Marketplace, Stories, and live streaming, which have kept users engaged. These innovations have helped Facebook maintain its position as the go-to social media platform for South Africans.
Moreover, Facebook’s extensive reach and user-friendly interface make it an attractive option for both individuals and businesses. Brands leverage Facebook’s advertising capabilities to reach a broad audience, while users enjoy the platform’s ease of use and connectivity. This symbiotic relationship between users and brands has solidified Facebook’s status as the leading social media platform in South Africa.
The Rise of TikTok and Decline of X
While Facebook remains dominant, the social media landscape in South Africa is not without its shifts. The report highlights a significant rise in the popularity of TikTok, which has grown from 1% in 2020 to 33% in 2024. This rapid growth can be attributed to TikTok’s engaging short-form video content, which resonates particularly well with younger audiences. The platform’s algorithm-driven content discovery and creative tools have made it a favorite among users looking for entertainment and self-expression.
In contrast, X (formerly known as Twitter) has seen a notable decline in usage. The platform’s user base has dropped from 90% in 2018 to 51% in 2024. This decline is partly due to changes in user preferences and the platform’s management under its new owner, Elon Musk. The instability and controversial changes introduced by Musk have led to a decrease in user engagement and advertiser interest. As a result, many brands have shifted their focus to other platforms, further contributing to X’s decline.
Despite these shifts, Facebook’s ability to maintain its user base amidst changing trends underscores its resilience and adaptability. The platform’s continued relevance in the face of emerging competitors highlights its strong foundation and commitment to evolving with its users’ needs.
Implications for Brands and Marketers
The findings of the report have significant implications for brands and marketers in South Africa. With Facebook remaining the most popular platform, businesses can continue to leverage its extensive reach and advertising capabilities to connect with their target audience. The platform’s robust analytics and targeting tools enable brands to create effective marketing campaigns that drive engagement and conversions.
However, the rise of TikTok presents new opportunities for brands to diversify their social media strategies. TikTok’s growing user base and unique content format offer a fresh avenue for brands to engage with younger audiences. By creating engaging and authentic content, brands can tap into TikTok’s vibrant community and expand their reach.
The decline of X also serves as a cautionary tale for brands. The platform’s instability and management issues highlight the importance of adaptability and responsiveness in the ever-changing social media landscape. Brands must stay attuned to user preferences and platform developments to ensure their social media strategies remain effective and relevant.
In conclusion, while Facebook continues to dominate the social media scene in South Africa, the rise of TikTok and the decline of X illustrate the dynamic nature of the industry. Brands and marketers must navigate these shifts strategically to maximize their impact and stay ahead in the competitive social media landscape.
