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<p>TikTok is giving Facebook a run for its money in the race to be South Africa’s top social platform among brands and consumers.</p>


Tik Tok eyes Facebook’s top spot as SA’s favourite social media


<p>JOHANNESBURG, 11 June 2020:- South Africa’s largest annual study of social media trends has revealed that Facebook remains the social platform of choice for marketing – but TikTok is rising fast among both brands and consumers.<br><br>According to the 2020 edition of the <em>SA Social Media Landscape</em>, released this week by World Wide Worx and Ornico, almost a third of major brands intend to become active on TikTok, which is also the fastest growing social media platform among consumers. Fewer than 20% of brands have used it in the past year, but none believe they are doing so very effectively.<br><br>These numbers are likely to change significantly during 2020. It is estimated that around 6-million South Africans are already using the platform. Nine out of ten major brands – just more than 89% – indicated they were active on Facebook, versus 77% on Twitter, 75% on LinkedIn and 68% on Instagram.<br><br>“There was a common factor across all these platforms, however: a substantial drop in engagement from the previous year,” says Arthur Goldstuck, CEO of World Wide Worx and lead analyst on the project. “The one exception was LinkedIn, which saw a small increase in activity by major brands. LinkedIn also led the way in the proportion of older platforms that were intending to use it for the first time in the coming year: a large 21%. One could argue that LinkedIn is a social platform whose time has come.”<br><br>Not surprisingly, lack of budget has emerged as the single most significant barrier to implementing social media strategies. A massive 18% are not allocating budget to social media, compared to only 1% last year. While Facebook remains the dominant platform among both brands and consumers, it has lost some appeal in terms of marketing budgets.<br><br>“Facebook spend has plateaued,” says Oresti Patricios, CEO of Ornico. “This signals how brands are looking at prioritising their budgets across platforms, which can also talk to where brands look to increase their communication.”<br><br>Patricios believes TikTok is set for explosive growth.<br><br>“Launched in China in 2016, TikTok is seen as the new kid on the block in South Africa which marketers and communicators are scrambling to understand.”<br><br>Goldstuck agrees: “The popularity of social media environments for brands has in the past been shown to be directly related to the level of usage of those platforms by marketers. Hence, TikTok is almost non-existent among big brands, as the marketers behind those brands are not active on TikTok.”<br><br>Twitter and Instagram both showed strong growth in the past year, each reaching a user base of about 9-million. Data analysed for the <em>SA Social Media Landscape 2020</em> report from the Target Group Index (TGI), a research survey among 30,000 South Africans coducted by Ask Afrika, shows that just over half of Instagram and Twitter users – 4,7-million on each – are highly active on these platforms.<br><br>Contrary to the view that Twitter is primarily a vehicle for negative sentiment, data on all South African tweets over a 12 month period, provided for the project by audience intelligence company Brandwatch, shows a different picture. Of the tweets reflecting sentiment, 61% comprise positive sentiments, against 39% negative.  However, it is clear that even 39% remains a high proportion, and generates significant shade over the Twitter landscape in general.<br></p>


Facebook holds on as TikTok invades Social Media in SA

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<p>According to the World Wide Worx (WWW) survey commissioned by Tyme Bank, after people have paid the most important monthly expenses 57 per cent of people run out of money by the 15th of every month. The hardest hit are women as they are equally responsible of familial duties as well as financial responsibilities. Mavis Ureke, International Behavioural Science and performance Specialist joins CNBC Africa for more.</p>


Mavis Ureke on financial literacy and money management in Womens’ month

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<p>Are you a fan of shopping online? If yes, you have contributed to the 25 per cent growth over 2017. Online retail is due to pass the R14-billion mark in 2018 as e-commerce begins to go mainstream. This is a key finding of the Online Retail in South Africa 2019 study, conducted by World Wide Worx with the support of Visa and Platinum Seed. Joining CNBC Africa to discuss these numbers is Bradley Elliot, Founder of Platinum Seed.</p>


Online retail reaches 1.4% of SA’s total retail sales

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<p>A new research study on influence in social media has revealed that 50 of South Africa’s major brands enjoy the attention of more than 5-million social media users &#8211; of which 355 000 can be described as influencers.</p>


Understanding SA brands and their social audiences

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<p>Technology stocks have been driving the earnings season accounting for 75 per cent of the gain in the S&#038;P 500 in October. CNBC Africa finds out why investing in technology has become vital for returns with Arthur Goldstuck, MD of World Wide Worx.</p>


Tech stocks pricey but worth a buy

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<p>The South African Internet user population passed the 20-million mark for the first time last year, reaching 21 million, and is expected to grow to at least 22.5 million by the end of this year.</p>


SA internet penetration to reach 40% in 2017

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<p>South Africans are fed-up with the high prices charged for data by network providers. In a bit to urge users to not buy data, a social media campaign has been launched to force network providers to lower their data prices.</p>


World Wide Worx

Tik Tok eyes Facebook’s top spot as SA’s favourite social media

Facebook holds on as TikTok invades Social Media in SA

Mavis Ureke on financial literacy and money management in Womens’ month

Online retail reaches 1.4% of SA’s total retail sales

Understanding SA brands and their social audiences

Tech stocks pricey but worth a buy

SA internet penetration to reach 40% in 2017

South African data users urged to join #socialmediablackout

News Tips

Advertise With Us

World Wide Worx

Tik Tok eyes Facebook’s top spot as SA’s favourite social media

Facebook holds on as TikTok invades Social Media in SA

Mavis Ureke on financial literacy and money management in Womens’ month

Online retail reaches 1.4% of SA’s total retail sales

Understanding SA brands and their social audiences

Tech stocks pricey but worth a buy

SA internet penetration to reach 40% in 2017

South African data users urged to join #socialmediablackout

News Tips

Advertise With Us

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