Faizel Patel – 19/06/2020
Social media has become for some people the only means available to keep in touch with family and friends as the country spend 85 days behind lock doors as the Covid-19 pandemic forced government to enforce strict regulations.
South Africa’s largest annual study of social media trends has revealed that Facebook remains the social platform of choice for marketing, but TikTok is rising fast among both brands and consumers.
Speaking to Radio Islam, CEO of World Wide Worx, Arthur Goldstuck says there has been a shift in the trends, which social network people use.
“We found that amongst marketers, Facebook was the dominant platform in South Africa. But it’s growing only very slowly whereas Instagram and Twitter amongst all the rest of the platforms have become the most popular in South Africa. But the fastest growing is TikTok which is the new video sharing platform.”
Goldstuck says Facebook is a great marketing tool because it’s pervasive.
“It’s used by more than a third of South Africans, something like 24 million people in South Africa are on Facebook. What makes it attractive especially is because the marketers themselves are on that platform, they use it in their personal lives, so they understand it, they know how it works.”
Goldstuck says global evidence suggests that social presence and usage increased dramatically following the outbreak of COVID-19 and during the lockdown.
Listen to the interview with Arthur Goldstuck
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