Facebook is now used by a quarter of all South Africans, while Instagram has been the fastest growing social network in South Africa over the past year.
These are two of the key findings from the South African Social Media Landscape 2016 study, released today by World Wide Worx and Fuseware.
According to the study there are now 13-million South Africans on Facebook, and 7,9-million of those are using Facebook on smarthones. Another 1,6-million users are viewing Facebook on feature phones and 1,4 million on tablets.
“There is a misperception that Facebook numbers are dwindling. Numbers show the opposite,” says Gil Sperling, co-founder and chief technical officer of Popimedia, Facebook Marketing Partner in Africa. “Solid growth of daily active users was recorded even in Facebook’s most mature and saturated markets. Social media applications are maintaining their relevance across all demographics and regions.”
Instagram a growing force
The big surprise in the results came from Instagram which more than doubled its user numbers in South Africa, from 1,1-million in 2014 to 2,68-mlllion in 2015, or 133 percent growth..
“The big trend last year was the impact of all visual networks,” says Arthur Goldstuck, managing director of technology research organisation World Wide Worx. “Now we are seeing not only the impact of Instagram refining its offering, but also of users finding fascinating new ways of making it work for them.”
Celebrities are a major force on Instagram, accounting for the majority of following, as they post photos that give fans a glimpse into both their private and public lives. Minnie Dlamini leads with 517 000 followers and Bonang Matheba is close behind with 512 000. Among those who are not focused on posting images of themselves, professional photographers lead Instagram. Gareth Pon is the leading South African photographer on Instagram, with 246 000 followers, ahead of Gareth Howes, who has built up a 195 000 following.
Major business brands are also keen on Instagram and 24% of them say they plan on using the social network in the coming year. This is in addition to the 42 percent that are already using Instagram.
“As brands become more comfortable with specific social networks, they become far more effective at using them as marketing and positioning platforms,” says Mike Wronski, managing director of media analytics organisation Fuseware. “Instagram is already the big winner among users. Brands want to tap into that enthusiasm.”