The popularity of Facebook among South African youth is steadily declining, while TikTok has risen to become the most-used social media platform in the country. This is according to the latest SA Social Media Landscape Report 2025, jointly released by Ornico and World Wide Worx. The report shows how TikTok has captured the attention of younger users through its short-video format, while Facebook, once the leader, continues to lose its grip on the market.
In the new data, TikTok’s penetration in South Africa rose from 34.0 percent in 2023 to 38.6 percent in 2024. More importantly, the platform’s share of daily or weekly active users jumped from 25.1 percent to 32.4 percent. These figures show that more South Africans are not just downloading the app, but using it regularly—especially the youth.
On the other hand, Facebook’s user base dropped from 53.8 percent to 51.2 percent within the same period. While the platform still has a significant presence, the decline points to changing user preferences and shifting digital habits. For many young users, Facebook’s all-in-one model—which mixes posts, videos, groups, news updates, and events—now feels outdated and cluttered.
Matthew Boyd, a social media strategist speaking to Forbes Africa, explained that Generation Z is driving this change. “Gen Z grew up with instant communication. They want fast, engaging content without friction. Facebook is bulky. It tries to do everything at once and ends up doing too much,” he said.
Boyd added that TikTok’s rise is not just about fun videos, but about how it matches the current culture of instant engagement. “TikTok gives users what they want, when they want it. That’s why it’s leading,” he said.
The report also noted that platforms like Instagram and X (formerly Twitter) have recorded modest growth, continuing to appeal to users looking for visuals and conversation. LinkedIn is also growing, especially among professionals and business users. It is now a top destination for networking and B2B marketing across South Africa.
Meanwhile, WhatsApp remains the most-used messaging app in the country. It still commands the highest daily usage among South Africans. However, the report noted a slight decline in user enthusiasm due to rising competition from Telegram and other emerging messaging platforms.
Interestingly, the report noted that South African social media users are becoming more selective and cautious. “The steepest drop in enthusiasm is among the youth—the same group that once shaped social media culture,” the report said. It added that audiences are now engaging with content on their own terms, choosing platforms and formats that suit their needs and habits.
This change is also transforming digital marketing strategies across the continent. Traditional advertising is losing its shine, especially with younger users. Boyd stressed that static images and text-heavy adverts no longer work on Gen Z. “Brands can’t just sell products anymore. They need to show real people using those products. That’s why TikTok and Instagram are thriving. They sell identities, not just items,” he explained.
He also pointed out that the future of advertising belongs to brands that can speak directly to users. “South African brands must create content that feels real, fast, and personal. The companies that will succeed are those that can move at the speed of culture, adapt to trends, and talk to people in a human voice,” Boyd said.
For local businesses, the challenge is to embrace a creator-driven approach. Experts believe that influencer collaborations, short-form storytelling, and relatable content will play a bigger role in reaching younger customers. The report concluded that platforms like TikTok offer a space where brands can connect deeply with users—if they understand how to use it effectively.
As the social media space in South Africa evolves, the message is clear: relevance, speed, and authenticity will decide which platforms—and which brands—win the attention of the next generation.
