The Big Five of Social Media in South Africa

There can never be a conversation of a Digital Economy without the social aspects of the same, and social media networks are at the centre of that subject, even in South Africa. Your business or brand in South Africa, can no longer afford to ignore YouTube, Facebook, Instagram, Twitter, LinkedIn, the most popular social media networks used in the country according to a Global Digital Report published in January 2019.

We have also included intelligence on Snapchat and Pinterest as they are also followed in the millions but not as the big five.

 

Contrary to popular belief, YouTube is the most used social media network, followed by Facebook, then Instagram. WhatsApp, Messenger, Skype, and WeChat are social media messaging applications, not included in this article as it is focusing on networks, with a drive to provide insight for business and brands.

 

Many businesses in South Africa and the continent at large, are not well informed of the benefits of Social Media, as they are of the scandals publicized thereof, bringing a fear and hesitation for business use. Be that may, there are 30 million South Africans using the internet at present, and 23 million of them said they have used Social Media, making that at least 40% of the population of the country.

 

It is important to note that on average 40% to 70% of these social media network users are available for advertising as data received from the networks themselves.

 

YouTube for Business

84% of South African internet users are on YouTube, making that more than 25 million potential consumers of brands and products. For a business or brand YouTube, appealing to all ages, was built for brand awareness, especially creating “how to” videos for marketing and customer service. Because of its popularity and features, YouTube can be a useful marketing channel for businesses. Your business could use YouTube to launch or promote products, express your brand’s ‘personality’, monitor feedback, provide customer service and help your customers spread the word about your business.

 

Amongst many other videos, music videos are the most popular, followed by TV shows, and TV adverts by brands. Though there are arguably many, but without a doubt, one of the most popular recent music videos in South Africa is Prince Kaybee ft Busiswa & TNS – Banomoya, the official video, which has clocked 11 million views to date.

 

Facebook for Business

82% of South African internet users are on Facebook, making that more than 24 million potential consumers of brands and products. For a business or brand Facebook, appealing to ages from 18 to 54 years, was created for Building Relationships, to build brand loyalty.

 

Small businesses are beginning to see the value that social media can add to their bottom line. They also have marketing tools that Facebook provides to help increase the awareness of their brand, and these businesses often become advertisers on Facebook.

 

FNB is the leading bank on Social media, especially on Facebook with over 1 million followers.

 

Instagram for Business

54% of South African internet users are on Instagram, making that more than 16 million potential consumers of brands and products. For a business or brand Instagram, appealing to ages 18 to 45 years, was built for conversation, building relationships, and lead generation.

 

Use Instagram to share unique behind-the-scenes content. This gives users a good reason to follow the company. It also creates a more personal relationship with potential and existing customers.

 

One of the best stories of a people brand and business on Instagram is that of Nozipho Zulu, the entrepreneur and beauty that not only has a huge following in her personal capacity but through Instagram has managed to created a business that has grown into a holding company called Zee Holdings that includes clothing outlets called Zee Shops and health products called Zee Health.

 

Twitter for Business

42% of South African internet users are on Twitter, making that more than 12 million potential consumers of brands and products. For a business or brand Twitter, appealing to ages 18 to 45 years, was built for conversation, for public relations strategies.

 

The purpose of Twitter for Small Business Marketing: Platform for Listening: Twitter is a terrific place to listen to the social media conversation. You can view other people’s content as well as watch conversations among different users and their reactions to current events.

 

News24 is the most followed business on Twitter with 2.9 million followers.

 

LinkedIn for Business

38% of South African internet users are on LinkedIn, making that more than 9 million potential consumers of brands and products. For a business or brand LinkedIn, appealing to ages 25 to 54 years, was built for conversation and business development, especially business to business.

 

LinkedIn can be a powerful tool for individuals and companies looking to make new connections, generate leads, and build their brand. While it’s an important platform for all businesses, LinkedIn can be a true game changer for B2B (business to business) companies.

 

Pinterest for Business

37% of South African internet users are on Pinterest, making that more than 11 million potential consumers of brands and products. For a business or brand Pinterest, appealing to ages 18 to 35 years, was built for lead generation.

 

People use Pinterest for different reasons than they use networks like Facebook and Instagram. Pinterest is a network where people look for inspiration, including specifically seeking out ideas about new products to buy.

 

Snapchat for Business

23% of South African internet users are on Facebook, making that more than 7 million potential consumers of brands and products. For a business or brand Snapchat, appealing to ages 13 to 24 years, was built for brand awareness. 

 

According to Hootsuite, Snapchat has over 100 million daily active users and is the most-used platform among those aged 12 to 24. If a younger demographic is part of your target audience, increasing your social media presence using Snapchat for business will help you reach them.

 

All these platforms are available for exploring the hearts, minds, and lives of the South African consumer whose spending is increasing by the day, and becoming more digital.

 

Your business and/or brand in South Africa, cannot longer ignore the evident possibilities of these platforms for not only marketing purposes but for literal survival in the New Normal of the Global Digital Economy.

 

Even if it a hair salon in Klipfontein View, or a larger one in Sandton City, the need to explore marketing opportunities made available by Social Media are so obvious, affordable, and excitingly beneficial for both the consumer and the brand.

Leave a Reply

Your email address will not be published. Required fields are marked *