Statistics of social media users and preferences in South Africa
In 2025, video content is expected to dominate social media trends in South Africa, as it continues to be one of the most engaging and effective forms of content for brands and users alike. South African social media users are highly engaged, with a strong preference for video content. Brands that leverage these preferences and stay ahead of emerging trends will be well-positioned to connect with their audiences and drive meaningful engagement.
The Trend Towards Video and Visual Content Consumption Is Reshaping Social Media Dynamics
The trend towards video and visual content consumption is reshaping social media dynamics. In 2024, social media usage in South Africa reflects diverse preferences and demographic trends.
Social Media User Statistics and Preferences in South Africa:
YouTube
- Users: Approximately 26 million users, making it the most widely used platform.
- Active Users: 54% of users are highly active, having accessed the platform in the past week.
- Demographics: The user base is diverse, spanning various age groups and income levels, with a near even gender split (49.8% female, 50.2% male).
- Users: About 25.1 million users in South Africa.
- Reach: YouTube ads reach around 41.4% of the population and 55.4% of internet users.
- Demographics: The audience is evenly split between genders (50% male, 50% female).
- Users: Approximately 6.95 million users.
- Active Users: About 19.7% are highly active.
- Reach: Instagram’s ad reach is equivalent to 11.5% of the country’s population, with a higher female user base (55.8% female, 44.2% male).
TikTok
Twitter (X)
- Users: Nearly 12 million members.
- Active Users: Steady at about 6.6%, with an ad reach of 19.8% of the total population.
- Demographics: The gender distribution is slightly male dominated (48.3% female, 51.7% male).
- Users: Over 17.46 million, primarily among younger demographics.
- Active Users: About 25%, with one-third of users aged 15 to 24 being highly active.
- Demographics: The platform has a slightly higher female audience (52% female, 48% male).
- Users: Approximately 4.1 million, with an ad reach of about 6.8% of the population.
- Active Users: Decreased to about 11%, down from 12.9%.
- Demographics: The user base is predominantly male (39.8% female, 60.2% male).
Summary of Social Media Preferences
Social media plays a crucial role in South African society, influencing various aspects of life and business strategies:
- Facebook remains dominant across all age groups and is favoured by businesses for advertising.
- TikTok is rapidly gaining popularity among younger users and brands alike.
- YouTube serves as a significant platform for video content consumption.
- LinkedIn continues to be essential for professional networking.