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The South African Social Media Landscape: 2024 Insights

South Africa's social media landscape is a vibrant and dynamic space, with millions of users actively engaging online every day. This article provides an overview of the country's social media landscape, highlighting key statistics that are shaping the online community in 2024.
May 16, 2024

Recently released social media statistics from Meltwater and We Are Social's Global Digital Report 2024 reveal a thriving online community in South Africa. With 200,000 new users joining the social media space in 2023, the total user base now stands at an impressive 26 million. Notably, the gender distribution is almost perfectly split, with women making up 49.8% and men 50.2%. This significant user base presents a huge opportunity for local businesses to connect with their target audience and build their online presence.

Let's delve deeper into South Africa's digital landscape:

  • 74.7% of the population (45.34 million people) are connected to the internet
  • 57.3% of internet users are active on social media platforms

Top social media platforms in South Africa:

  • WhatsApp: 24.4 million users (93.9% of 26 million)
  • Facebook: 23.1 million users (88.8%)
  • TikTok: 19.2 million users (73.6%)
  • Instagram: 18.7 million users (71.8%)
  • X (Twitter): 14.3 million users (54.6%)
  • LinkedIn: 13.5 million users (51.9%)
  • Pinterest: 12.2 million users (46.9%)
  • Telegram: 11.4 million users (43.9%)
  • Snapchat: 8.1 million users (31.2%)

Key takeaways for businesses:

  • WhatsApp dominates the social media landscape, making it ideal for customer engagement and information sharing
  • Facebook and Instagram are popular for brand building and user connection
  • TikTok offers opportunities for short-form video content and reaching a younger audience
  • LinkedIn highlights the importance of professional networking and B2B marketing
  • Pinterest and Telegram offer niche opportunities for visually appealing content and private messaging

To maximise your social media presence:

  • Diversify content across platforms to reach a broader audience
  • Utilise Instagram and Pinterest for visually appealing content
  • Leverage LinkedIn for B2B connections and professional networking
  • Engage with customers on WhatsApp for personalised support

With 26 million active social media users in South Africa, it's crucial to stay ahead of the curve and adjust your social media strategy to effectively reach your target audience. By recognising the popularity of various platforms and adapting your strategies accordingly, you can maximise your online presence and engagement.