In a recent study released by brand intelligence consultancy Ornico and market research house World Wide Worx, it has been revealed that TikTok has overtaken Instagram to secure the second position among the “Big Five” social media platforms in South Africa. This development poses a significant challenge to Facebook, which continues to dominate the social media realm in the country.
According to the South African Social Media Landscape 2023 study, Facebook maintains its commanding lead with a penetration rate of 56.7 percent among South Africans aged 15 and over in urban areas. This dominance showcases Facebook’s continued stronghold on the market. However, TikTok’s rapid growth has propelled it to claim second place with a penetration rate of 30.6 percent.
What sets TikTok apart is its expanding influence beyond its primary target audience of under-15 users. The study highlights that TikTok has gained popularity among the 15+ market, broadening its appeal and solidifying its position as a significant player in South Africa’s social media landscape.
Meanwhile, Instagram maintains its popularity among South African social media users, boasting a penetration rate of 27.6 percent. However, it has been pushed to the third position by TikTok’s surge. Twitter holds the fourth place with a penetration rate of 22.5 percent, indicating its relatively stable position in the market.
Surprisingly, professional networking platform LinkedIn lags behind in fifth place with a penetration rate of 14.7 percent. While it may not hold much appeal for the youth demographic, this penetration rate is still considered healthy for a platform primarily focused on professional networking.
The study draws its conclusions from a combination of data gathered from Ask Afrika’s Target Group Index, which surveyed 24,744 respondents, and Ornico and World Wide Worx’s independent survey of social media usage by South Africa’s biggest brands.
TikTok’s ascendancy in South Africa’s social media landscape signals a changing tide and underscores the dynamic nature of the industry. As the battle for user engagement intensifies, social media platforms will continue to innovate and adapt to stay relevant in an increasingly competitive market.
