Digital adoption across South Africa has been on the rise, and social media has integrated with the lives of millions of South Africans. This article will delve deeper into the social media trends and users’ metrics in South Africa.

We will dig deeper into how it has become integral for businesses, irrespective of scale, to reach out to their target audience on social media channels.

The total population of South Africa as of January 2022 stands at over 60.40 million. More than 28.00 million people of the general population are on Social Media. This is equivalent to roughly around 46.2 per cent of South Africa’s population, which is a massive figure that businesses cannot take lightly.

However, it is to be noted that the number of social media users (28.00 million) may not actually represent unique individuals.

As per the Kepios Analysis, the number of social media users in South Africa witnessed a massive jump of over 12 per cent or 3.0 million between 2021 and 2022.

Facebook Users in South Africa (2022)

As per Meta’s ad resources, Facebook had close to 24.20 million South African users in January 2022. The revised guidelines of how Meta reports advertising outreach show that Facebook’s ads reach is equivalent to 40.1 per cent of the total South African population.

Facebook doesn’t allow users below 13 years, meaning over 53.2 per cent of the South African population above 13 years of age are on Facebook.

As of January 2022, Facebook’s ad audience in South Africa comprises 50.7 per cent female and 49.3 per cent male.

YouTube Users in South Africa (2022)

Google’s advertising resources indicate that South Africa had over 25.30 million YouTube users in early 2022.

It means that the advertising reach of YouTube is equivalent to 41.9 per cent of the total South African population.

The YouTube ads reached more than 61.4 per cent of the total internet user base in January 2022.

YouTube’s ad audience in South Africa is equally split between males and females (50 per cent each) as of January 2022.

Instagram Users in South Africa (2022)

Today, Instagram is among the fastest-growing social media platforms in South Africa, with over 6.20 million users as of January 2022.

The advertising reach of Instagram equals 10.3 per cent of the total South African population.

However, only 13.6 per cent of the “eligible” (above 13) population currently uses Instagram. This figure is slated to grow exponentially soon.

Instagram’s ad audience in South Africa consists of 53.3 per cent female and 46.7 per cent male.

TikTok users in South Africa (2022)

As per the data released by ByteDance, TikTok has 6.44 million active users in South Africa above the age of 18.

TikTok’s ads reach nearly 16.1 per cent of the users above the age of 18 in South Africa.

TikTok’s ad audience in South Africa consists of 46.1 per cent male and 53.9 per cent female.

Facebook Messenger Users in South Africa (2022)

The advertisements on Facebook Messenger in South Africa reached nearly 5.20 million FB users in January 2022.

The revised data by Meta indicates that the advertising reach of Facebook Messenger is equivalent to 8.6 per cent of South Africa’s population as of January 2022.

It is worth noting that Facebook Messenger’s ad audience consists of 51.0 per cent male and 49.0 per cent female.

LinkedIn Users in South Africa (2022)

The total number of LinkedIn users in South Africa is 9.50 million as of January 2022. LinkedIn’s advertising reach in South Africa equals 15.7 per cent of the total population of South Africa.

LinkedIn only allows users above 18 on its platform. This means that 23.7 per cent of the population above the age of 18 in South Africa are on LinkedIn.

The LinkedIn Ad audience in South Africa as of January 2022 consists of 52.9 per cent male and 47.1 per cent female.

Snapchat users in South Africa (2022)

Snapchat is among the highly popular social media platforms in South Africa, with 6.25 million users.

During the first quarter of 2022, SnapChat’s ad and marketing reach stood at 10.3 per cent of South Africa’s total population.

However, only 13.7 per cent of the qualified users (above the age of 13) in South Africa are on SnapChat.

The ad audience of SnapChat constitutes 77.1 per cent female and 21.1 per cent male.

Twitter Users in South Africa (2022)

In the early part of 2022, Twitter’s Advertising Resources reported having 2.85 million Twitter users in South Africa.

It means that Twitter’s advertising reach in South Africa was equal to 4.7 per cent of the country’s population.

As Twitter allows only users above the age of 13, it means 6.3 per cent of the population of South Africa above the age of 13 use Twitter.

Conclusion

Social media has been transforming lives and businesses across the globe in the last few years, and it is no different in South Africa.

The above mentioned South Africa’s social media statistics provide an in-depth insight into the potential of social media as a marketing and outreach platform for businesses.

It is essential to categorize and channel your efforts on one or multiple of these social media platforms where your target audience is active.

It would help you make your presence felt in the South African market, enhance brand visibility and awareness, gain trust and create a bonding with end-users, translating into higher revenue.

However, it is important to do careful research, considering the current social media statistics in South Africa, to map out an effective strategy that effectively helps you achieve your short-term and long-term business goals.