Facebook has retained its position as the most popular social media platform for
marketing in Africa.
According to the results of a recent survey conducted by media monitoring company
Metwater, Tiktok’s popularity has increased significantly.
More than 1,700 marketing and communications professionals were surveyed by
Meltwater for the study, which found that 88 percent of African businesses planned to
utilize Facebook to advertise their goods in 2022. Instagram was used by 76 percent of
users, while LinkedIn rounded out the top three with a 74 percent usage rate.
Twitter came in fourth with a 67 percent usage rate, and WhatsApp closed out the top
five with a 58 percent usage rate.
However, the poll found that marketers were using Tiktok more frequently in an effort
to capitalize on the rapidly rising popularity of the Chinese-owned viral short video app,
particularly among young people. About 28 percent of those surveyed admitted to using
TikTok for marketing.
According to the poll, “five platforms continue to dominate social media marketing
globally: Facebook (89 percent) LinkedIn (87 percent) and Instagram (84 percent) lead
the list, with YouTube (67 percent) and Twitter (66 percent) following closely.
The survey also discovered a rise in social media’s significance for business marketing as
a result of the uncertain global economy following COVID 19.
“Many firms are adopting innovation to get more out of their marketing resources in the
current uncertain economic situation. According to the report, marketers can capture
and hold customers’ attention using social media in a method that is highly effective,
affordable, and measurable.
California-based tech behemoth Meta owns Facebook, Instagram, and WhatsApp.
