South African Social Media Landscape 2018

  • ID: 4414344
  • Report
  • Region: South Africa
  • 120 pages
  • World Wide Worx
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Twitter is Now Used by 8-Million South Africans, up Marginally from 7.7 Million in 2016

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Everything you’ve ever wanted to know about South African brands on Twitter, Facebook, LinkedIn, YouTube, Instagram.

The South African Social Media Landscape Report 2018 contains everything brands need to know to successfully navigate social. Marketers, brand owners, public relations professionals, entrepreneurs, agency owners, strategists, Chief Marketing Officers and social media professionals will value this report.

The South Africa Social Media Landscape 2018 study is the most comprehensive study yet of social media in South Africa. It combines the database analytics of Ornico with the market research and analysis of the researcher.

The key findings of the study is that social media use has intensified among South Africans from 2016 to 2017, with Facebook now being used by 29% of the population. The study found that the number of South Africans using Facebook has increased by 14% since 2016, from 14-million to 16-million. Of these, 14-million were accessing the social network on mobile devices – emphasising the role of the smartphone in the growth of Facebook.

A big contributor to the increase was the growth in downloads of Facebook Lite, a low-intensity version of the Facebook app that some mobile operators allow to be used without data charges on their networks.

Inside the SA Social Media Landscape Report 2018

  • The 2018 Social Brand Survey
  • Insights from Arthur Goldstuck
  • SA’s Top Performing Social Brands
  • The SA Social Brand Survey
  • SA Brands – Social Media Statistics

PLUS:

  • Mobile Social
  • A Secret Guide To Influencer Marketing
  • The Next Big Wave – Mobile & Video
  • The Hidden World of SA’s Youth & Their Video Habits
  • Ogilvy’s Melissa Attree on Content
  • The Psychology Behind Branded Content
  • The A-Z of Twitter
  • SuperSport – SA’s Social Media Champions
  • Celebrity Influencers & Brand Damage
  • Customer Service Goes Social.

Insights from Google’s Luke Mckend, Facebook’s Weera Saad, Crayg Hitzeroth of Ad Dynamo, Marius Greeff from Turn Left Media, Candice Goodman of Mobitainment, Bradley Elliott of Continuon, and more.

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FEATURED COMPANIES

  • Ad Dynamo
  • Continuon
  • Facebook
  • Google
  • Instagram
  • LinkedIn
  • MORE

The Social Brand Survey

  •  Headline insights by Arthur Goldstuck

How SA Brands Use Social Media

  •  Full results, charts and insights

South Africa’s Social Brand Leaders

  •  The South African Leaderboard of the Africa Brand Index [ABI]. Analysis by Oresti Patricios, CEO of Ornico
  •  South Africa’s Social Brand Champions
  •  Retail brand - ABI Scores
  •  Big Four Retail Brand - Social and SA Satisfaction Index Scores
  •  Africa Brand Index. The SA Leaderboard By Industry Sector

Africa Brand Index

  •  South Africa’s Top 40

SuperSport

  •  SA’s Social Media Champions
  •  The SuperSport Landscape
  •  Jamie Frank’s Top Social TakeAways

YouTube

  •  Video For Africa, Featuring Google’s Country Director in SA, Luke Mckend

Digital Video

  •  Free And Easy. Research reveals the hidden world of the video habits of SA’s youth. Samantha Loggenberg, Research Director of Qualitative Intelligence

Facebook

  •  Mobile And Video - How To Ride The Next Wave In Digital Marketing. By Weera Saad, Head Of Creative Shop, Middle East And Africa Facebook

LinkedIn

  •  Market To Who Matters. By Marius Greeff, Co-Founder, Turn Left Media

Twitter

  •  Keep It Short. Simple. Relevant. By Crayg Hitzeroth, Managing Director at Ad Dynamo

South African Social Media Landscape

  •  The Research Methodology

South African Brands

  •  The Social Media Metrics. By Arthur Goldstuck

Social Media Usage By South African Brands

  •  Social Media Statistics
  •  Most Popular Facebook Content
  •  Most Popular Twitter Content
  •  Most Popular YouTube Content
  •  Most Popular SA Instagram Images

The App Stores

  •  WhatsApp Wins By Arthur Goldstuck
  •  iOS Top App Charts
  •  Google Play Top App Charts
  •  Windows Phone Top App Charts

Facebook

  •  The Facebook Lite Advantage. By Arthur Goldstuck
  •  SA Demographics For Facebook
  •  Global Snapshot
  •  SA Users
  •  Breakdown Of Users Per City
  •  Facebook Population Per Province
  •  Primary Browsers Used
  •  Mobile Usage By Operating System
  •  Mobile Usage By Device Type
  •  Mobile Usage By Brand
  •  Age Data Graph
  •  Relationship Status
  •  Education
  •  General Interests
  •  Work Industry

Twitter

  •  Slow But Steady Growth. By Arthur Goldstuck.
  •  SA Demographics For Twitter
  •  Most Followed Users In SA
  •  Top Tweets By South Africans
  •  Top Words
  •  Top Apps To Access Twitter
  •  Top Tweeting Hours
  •  Top Tweeting Days

YouTube

  •  SA YouTube Content Generators Triumph. By Arthur Goldstuck
  •  SA Demographics
  •  Global Snapshot
  •  Statistics Of The Top 100 SA YouTubers
  •  Statistics Of The Top 1000 SA Videos
  •  Top Ten Content Categories
  •  Most Popular SA Videos On YouTube
  •  Top Globally Viewed SAns on YouTube

LinkedIn

  •  LinkedIn Surges Ahead. By Arthur Goldstuck
  •  SA Demographics For LinkedIn
  •  Global Snapshot
  •  SA LinkedIn Member Count By

  *Company
  *Seniority
  *Job Function
  *Gender
  *Age
  *Industry

Instagram

  •  Leisurely Growth. By Arthur Goldstuck
  •  SA Demographics For Instagram
  •  Global Snapshot
  •  Top Photo Tags
  •  Instaspeak
  •  Top Hours
  •  Top Days
  •  Top Five Filters
  •  Top 20 SA Instagrammers
  •  Top 25 Instagram Images

Mobile

  •  Mobile’s Social Meet And Greet. By Candice Goodman, Managing Director, Mobitainment

Social Influence

  •  The Secret Guide To Social Influence Marketing
  •   Arthur Goldstuck launches ground-breaking influencer research product

Social Influence

  •  Celebrity influencers and brand damage - The case for an authentic approach. By Bradley Elliott, Founder and CEO of Continuon

Customer Service

  •  Customer Service Is Social.

Social Content

  •  Branded Content. The Psychology Behind Branded Content. Don’t Interrupt People, Involve Them. By Dan Mace, South African commercials director, Egg Films.

Social Content

  •  Content, The Bottom Line. By Melissa Attree, Creative Director, PR & Social Ogilvy & Mather Cape Town

Social Trends

  •  Social Media Is Mainstream. By Anne Dolinschek and Ima Peter of Conversations Media and Communications

Data Partners
Acknowledgements

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FEATURED COMPANIES

  • Ad Dynamo
  • Continuon
  • Facebook
  • Google
  • Instagram
  • LinkedIn
  • MORE

Social Media use has intensified among South Africans during the past year, with Facebook now being used by 29% of the population.

 This is a key finding of the SA Social Media Landscape 2018 study which found that the number of South Africans using Facebook has increased by 14% since 2016, from 14-million to 16-million. Of these, 14-million were accessing the social network on mobile devices.   

A big contributor to the increase was the growth in downloads of Facebook Lite, a low intensity version of the Facebook app that some mobile operators allow to be used without data charges on their networks. The study showed that it was the fifth most downloaded app  from the Google Play Store for Android phones in South Africa, with instant messaging apps WhatsApp and Facebook Messenger at number one and four respectively. The Capitec app was a surprise entry into the list at number nine, making it the most downloaded banking app for Android.  

“These are great examples of how tools geared towards the dynamics of a market can make a difference in uptake and penetration,” says Oresti Patricios, CEO of Ornico. “The staggering proportion of people accessing Facebook via mobile devices – no less than 87.5% - tells us that we can expect mobile to become the default home of social media.”  

Twitter continues to grow at a slow rate in South Africa, in line with international trends, which have seen a small decline in the USA balanced by a small increase in users outside the network’s home market. It is now used by 8-million South Africans, up marginally from 7.7million in 2016.    

“Twitter remains the social platform of choice for engaging in public discourse,” says Arthur Goldstuck, MD World Wide Worx. “It is exactly half the size of Facebook, but its users get access to vastly more personalities, news sources, and opinions – and can become opinion makers themselves.”     

There were two surprise trends in the survey: the previously fastest growing app in South  Africa, photo-sharing network Instagram, has seen its growth slow down dramatically, while  the professional network, LinkedIn, has maintained steady growth. The former is now used by 3.8-million South Africans, up from 3.5-million, while LinkedIn has increased from 5.5-million  to 6.1-million.    

The study included a survey of social media use by South Africa’s biggest brands, with 118 participants providing insights into their social media practices, strategies and results.  

The survey found significant shifts in each of the platforms used by brands, mostly upward. Facebook is now almost pervasive, in use by 97% of brands, from 91% the year before. Twitter has increased marginally, from 88% to 90%, while LinkedIn and Instagram continued their relentless rises, now both standing at 72%. YouTube has fallen slightly behind them, despite a marginal rise to 68%.  Declines were reported for Pinterest, Google+, WeChat, WhatsApp and SnapChat.  

“The findings underline the lesson that widespread consumer takeup of a platform, as we have seen with WhatsApp in particular, does not lend itself readily to brands communicating with those consumers,” says Patricios.  

A similar picture emerged when brands were asked whether they advertised on social media.  Facebook is by far the most popular for advertising, at 86% of brands, with Twitter and Instagram in distant second and third place at 45% and 40%. LinkedIn comes in fourth, on 35%.   

“It is noteworthy that most advertisers believe they see a return on investment when they advertise on social media,” says Goldstuck. “By far the most common benefit they see is brand awareness, followed by customer insights and sales.”

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  • Ad Dynamo
  • Continuon
  • Conversations Media and Communications
  • Facebook
  • Google
  • Instagram
  • LinkedIn
  • Mobitainment
  • Ogilvy & Mather Cape Town
  • Turn Left Media
  • Youtube
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