Although less than 60% of South Africans say they use Facebook, it is still the social media platform of choice for major SA brands.
In 2023, 84% of companies surveyed as part of the SA Social Media Landscape report using Facebook as a marketing platform. This is up from 81% last year, but down 12 percentage points from 2021’s 96%.
Despite attempted challenges from Instagram and upstart TikTok, local brands are still choosing to spend the majority of their social media budget on Facebook.
Most of the companies (64%) spend less than R10,000 a month on social media advertising, with only 13% spending more than R50,000 a month.
Business usage of LinkedIn, the ‘sober professional social platform’, dropped from 80% to 76%, but it saw a healthy share of ad spend.