Social media in SA: Here’s where the big big brands are investing their money

With the increasing prominence of social media as a tool for building personal brands and selling products, understanding South Africa's social media landscape has become crucial. Ornico, a media monitoring agency, recently released a report highlighting key trends and shifts in the country's social media usage. The CEO of Ornico, Oresti Patricios, sat down with CNBC Africa to discuss the findings of the report. At the beginning of 2021, the report indicated that there were 38 million adult internet users in South Africa, representing an increase of 1.7 million users compared to the previous year. However, it was noted that previous methodologies used to gather this data were yielding unfeasibly high numbers, leading to a change in data collection methodologies. Patricios explained that due to the limitations imposed by the COVID-19 pandemic, face-to-face interactions to collect data were challenging. The focus of the social media landscape report, according to Patricios, is on future trends and where brands and influencers should invest their money in the upcoming year. The report aims to provide insights into the platforms that will see growth and engagement, allowing brands to optimize their marketing strategies. As a result of the pandemic, there has been a significant shift in online behavior and social media usage in South Africa. The adoption of the internet and social media accelerated during this period, with a notable increase in the number of social media users. Facebook remains the dominant social media platform, with WhatsApp leading as the most popular instant messaging platform. Mobile usage for social media stood at 98.5%, highlighting the importance of mobile-friendly content for brands looking to engage with their target audience. In terms of advertising investment, 65% of brands indicated they would increase their budgets specifically for Facebook, signaling its continued relevance in the marketing landscape. While Facebook remains a key focus for brand spending, marketers are also targeting other platforms such as Twitter, corporate blogs, YouTube, and Instagram. Emerging platforms like TikTok and Clubhouse have witnessed significant growth, with an 8% increase in Clubhouse users. The rise of Clubhouse has prompted other social media platforms to incorporate similar features, underscoring its impact on the industry. Despite the growing importance of social media, traditional forms of marketing and branding have not become obsolete. Patricios emphasized the importance of a multi-channel communications strategy, recognizing that consumers engage with brands across various platforms. While television remains a significant advertising channel, social media platforms continue to attract a considerable portion of brand investments. The diversification of platforms, including the emergence of new players like Clubhouse, reflects the evolving nature of social media and the need for brands to adapt their strategies to engage with consumers effectively.