Meta’s Grip on South African Social Media Weakening
Meta Platforms is seeing a steady decline in its dominance in South Africa’s social media space. A new Social Media Landscape Report 2025 by Ornico and World Wide Worx reveals that South Africans are shifting away from WhatsApp and Facebook, two of Meta’s leading platforms.
The research highlights a growing trend of digital fatigue and platform scepticism, especially among younger demographics who are becoming more selective in their social media use.
Emotional Attachment to Social Media Is Declining
For the first time since Ornico and World Wide Worx began tracking social trends, the study finds that South Africans feel less emotionally attached to their social media feeds. This change marks a turning point, with users no longer checking platforms purely out of habit or novelty.
The report notes:
“The data shows a slow fragmentation of users’ attention and trust across platforms, marking a move away from the blanket ubiquity of earlier years.”
Users are now more deliberate and conscious about how and why they use social platforms, leading to shifts in traffic patterns across apps.
Facebook and WhatsApp Losing Ground
While Facebook remains South Africa’s most popular social platform, its overall user penetration dropped from 59.6% in 2023 to 56.2% in 2024. More importantly, the number of highly active users — those who use the app daily or weekly — fell to 51.2% in 2024, down from 53.8% the previous year.
WhatsApp, the country’s most-used messaging platform, also saw a decline in penetration, though the exact 2024 figures weren’t disclosed. In 2023, the Market Research Foundation estimated WhatsApp’s reach at 66%.
TikTok and Telegram Gain Popularity in South Africa
TikTok continues to rise, especially among Gen Z users. The platform saw its user penetration grow to 38.6% in 2024, with 32.4% now classed as highly active users — a significant uptick that shows increasing engagement.
Telegram, a key alternative to WhatsApp, also grew its South African user base, climbing from 10.3% in 2023 to 13% in 2024. Users are increasingly opting for messaging apps that offer greater privacy and utility.
Other notable shifts:
- X (formerly Twitter): Highly active users rose from 11% to 15.2%, though the platform now plays a more niche role.
- Reddit: 12% increase in users.
- Pinterest: 5.4% growth.
Businesses Shift Focus to LinkedIn and TikTok
On the corporate front, LinkedIn has emerged as the top platform for businesses in South Africa. According to the report:
- 85% of organisations use LinkedIn
- 83% still use Facebook
- 73% are on Instagram
- 63% leverage YouTube
- 47% have started using TikTok for marketing
The study found that marketers are diversifying their content strategies, adapting to the multi-platform habits of today’s audiences.
Social Media Budgets Show Growing Polarisation
Budget allocation trends in 2024 show a stark divide.
- 53% of organisations spend under R10,000 monthly on social media.
- 23% spend over R50,000.
While some brands are cautious, 31% reported increasing their budgets, and another 34% plan to do so in the coming year.
“Marketers have broadened their approach across multiple platforms and begun leveraging new tools to keep their messaging effective and efficient,” the report concludes.
