Facebook tops as the most preferred marketing platform in Africa as Tiktok surges forward

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Facebook has maintained its lead as the most preferred social media platform for marketing in Africa. This is according to the findings of a new survey by media monitoring firm Metwater which also show Tiktok’s preference as having grown tremendously.

Meltwater polled more than 1,700 marketing and communications professionals for the survey which shows that 88 percent of marketers in Africa used Facebook to promote their products in 2022. Instagram, was used by 76 percent while LinkedIn closed the top three with a usage of 74 percent.

Twitter emerged fourth with a usage of 67 per cent while messaging app WhatsAppclosed the top five with a 58 percent use.

The survey however noted a rapid grown in the use of Tiktok by marketers seeking to utilize the fast-growing popularity of the Chinese-owned viral short video app especially by the youth. Some 28 per cent of the respondents said they used TikTok for marketing.

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“Globally, five channels continue to dominate social media marketing: Facebook (89 per cent), LinkedIn (87 per cent) and Instagram (84 per cent) top the list, while YouTube (67 per cent) and Twitter (66 per cent) are close behind,” said the survey.

Additionally, the survey noted an increase in the importance of social media for marketing by organisations due to global economic uncertainty in the wake of Covid 19.

“With current uncertainty in the economic climate, many brands are embracing innovation to get more from their marketing budgets. A thoughtful social media strategy allows marketers to gain and retain customer attention in a way that is highly efficient, cost-effective, and measurable,” said the survey.

Facebook, Instagram and WhatsApp are all owned by California based tech giant Meta.

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