In South Africa, Facebook is still the most used social media platform, followed by YouTube, WhatsApp, Instagram and Twitter.

Who uses Facebook?

Ask the younger generation and they will tell you that Facebook is only for the older adults. But that is not the case. The typical Facebook audience in South Africa is diverse and multifaceted, making generalization difficult.

Why do people use Facebook?

South Africans use Facebook for a variety of reasons. Among the primary reasons are:

  • Connecting with friends and family: Facebook is a popular platform for keeping in touch with loved ones, sharing updates and keeping up with current events.
  • Content sharing and consumption: Facebook is a source of news, entertainment and information, with users sharing articles, videos and photos, as well as commenting on and reacting to the posts of others.
  • Promoting businesses and events: Many businesses and organizations use Facebook to reach out to customers, promote their products and services and publicize events and promotions.
  • Networking and community building: Facebook is a platform for networking and community building, allowing users to connect with like-minded people and engage in discussions about topics of interest.
  • Political and social activism: Users on Facebook share news, opinions and advocacy campaigns on a variety of issues.

What industries lend themselves best to Facebook?

Because Facebook has such a large and diverse user base, many industries can thrive there. The following industries perform particularly well on Facebook:

  • Retail: Through targeted advertising, retailers can use Facebook to showcase their products, connect with customers and drive sales.
  • Food and Beverage: Restaurants, cafes and food and beverage brands can use Facebook to promote menu items, highlight their brand and reach out to local customers.
  • Travel and Tourism: Companies in the travel and tourism industry can use Facebook to share destinations, experiences and promotions with potential customers and travellers.
  • Beauty and Fashion: Through sponsored posts and advertising, beauty and fashion brands can showcase their products, share tutorials and engage with their audience.
  • Health and wellness brands can use Facebook to share educational content, promote their products and services and connect with their target audience.
  • Education and E-learning: Educational institutions and e-learning businesses can use Facebook to share educational content, promote courses and programs and connect with students and educators.
  • Non-profits can use Facebook to raise awareness about their causes, mobilize supporters and connect with potential donors. This is not an exhaustive list and many other industries can succeed on Facebook as well. When deciding which social media platforms to use for your business, keep your target audience in mind and the type of content they are interested in.

Why should I use Facebook?

Facebook is used by a diverse group of people in South Africa, including individuals, businesses, organizations and politicians. According to the data published in Meta’s advertising resources, there are several reasons why people in South Africa should use Facebook as a marketing platform. To begin, with 24,20 million users as of early 2022, Facebook has a sizable user base in South Africa. This means that businesses can reach a significant portion of the South African population by using Facebook for marketing, with an ad reach equivalent to 40,1% of the total population and 58.8% of the local internet user base.

A large proportion of South Africa’s “eligible” audience uses Facebook, with 53,2% of people aged 13 and up being active Facebook users. As a result, businesses targeting this demographic will find Facebook to be a highly accessible and effective marketing platform.

With its large user base and high percentage of active users, Facebook provides a valuable opportunity for businesses in South Africa looking to reach and engage with their target audience.