According to The Outlier’s Social Media Landscape Report 2024, Facebook continues to dominate South Africa’s social media landscape, boasting 54% highly active users. This social media giant remains a staple across various demographics, maintaining a significant lead in user engagement.
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TikTok, however, is making substantial inroads, particularly among younger users. The report highlights that TikTok usage has surged to 25.1%, with a notable increase in highly active users. Approximately one-third of TikTok’s 15- to 24-year-old users are highly active, a rise from 21% in 2022. This platform’s appeal to the younger demographic is clear, with its dynamic and engaging content format driving increased user participation.
TikTok for business
In addition to its popularity among individuals, TikTok has seen a remarkable uptick in business usage. The report indicates that one-third of South Africa’s big brands are now on TikTok, a significant leap from a mere 1% in 2020. This growth underscores the platform’s potential for marketing and brand engagement, as businesses recognize the value of connecting with the platform’s predominantly young audience.
While TikTok is on the rise, LinkedIn’s highly active user base has remained steady at 6.6%. This professional networking site continues to serve its niche market effectively, providing a stable platform for career development and business networking.
X (formerly Twitter) users drop to 11%
On the other hand, X (formerly known as Twitter) has experienced a decline in active users, dropping to 11% from 12.9%. The report also points out a sharp decrease in business usage on the platform, plummeting from 90% in 2018 to 51% in 2024. This significant drop reflects a shift in how businesses perceive the platform’s utility for their marketing and communication strategies.
WhatsApp remains the most widely used instant messaging platform in South Africa, with an impressive 68% usage rate. Its broad acceptance across various demographics makes it a crucial tool for communication, both personally and professionally.
The Outlier’s report provides a comprehensive overview of South Africa’s social media landscape, highlighting the dynamic shifts in platform popularity and user engagement. Facebook’s dominance remains unchallenged, but TikTok’s rapid growth, especially among younger users and businesses, signals a changing tide in social media preferences. Meanwhile, LinkedIn and WhatsApp continue to hold their ground, serving their specific user needs effectively, while X faces challenges in retaining its user base and business appeal.
