social media marketing strategy changes in the south african landscape

Social Media Marketing Strategy

Changes in the South African landscape

Most popular Social Media Platforms

and

Up & Coming Social Media Platforms

X Generation Facebook

• For the first time, Facebook overtook Mxit in South Africa to become the most popular social media platform. In previous years, one of the largest-growing age groups using Facebook were the over 60s, who were using the platform to communicate with friends and family.

• In 2013 however, the fastest-growing group was the 23-26 year olds. This age group tends to use the network to ‘check in’ to places, post photos and interact with brands, as well communicate with friends.

• 87% of all active Facebook users in SA access the network from their mobile devices.

Oldies but Goodies

9.4 million active users !!!!



MXIT

• Considered the largest social network in South Africa, 84% of Mxit’s users are based in the country, and the platform has dominated the social media rankings for several years.

• The hugely popular app is apparently down 9.3 million users since last year, but it has also changed the way it reports its figures. Now, it considers ‘active’ users those who have used the app within the last month (previously it was the last 3 months).

• According to statistics, Mxit devotees spent 95 minutes a day on the app, and send between 350-400 million messages a day.


Oldies but Goodies

MXIT

Good Night

Good day

Good Morning


Twitter

• Twitter is the current darling of social media in South Africa. Growth has surged in the last year, indicating that users are warming up to the idea of short, instant bursts of communication, and the notion of creating content that is follow-worthy. This is quite the opposite of Facebook, where ‘friends’ are easily notched up. On Twitter, users are expected to work harder for their followers. They are also using the platform to interact with brands.

• Brands, meanwhile, are using Twitter to great success, primarily to promote competitions, flash sales and limited-time offers, as well as to generate buzz around their brands, provide customer support, and engage their followers in topical conversation.

• In just a year, Twitter uptake rose by 129% from 2.4 million users in 2012 to more than 5 million in 2013. Of the 54 million tweets posted each month, 85% are from mobile devices.

• South African brands aren’t performing as well as their global counterparts on Twitter, taking an average of 4.5 hours to reply to a tweet, while top international brands sometimes reply within 3 minutes. However, Twitter users are undeniably following their favorite labels, with the country’s top 50 brands averaging around 12,700 followers each.


Oldies but Goodies


Linkedin

• LinkedIn proves that while slow and steady may not win the race, it still puts up a good fight. It hasn’t experienced the remarkable growth that Facebook or Twitter has, but its gradual climb shows that companies and professionals still consider it to be a useful networking tool.

• There are 2.7 million registered LinkedIn users in SA, with the top demographic being those aged 25 to 34 (34%), the top industry being finance and the top category entrepreneurship. The number of registered users grew by 800,000 in the last year – a considerable percentage considering its size.


Oldies but Goodies


InstagramTrends For the future

680 000 active users!!!!

• Instagram has grown tremendously in the past year, with more than half a million users signing up in 2013 alone. This growth is particularly impressive considering that the app is available on iOS and Android only, and not on South Africa’s favourite, BlackBerry.

• Predictions are that Instagram is going to continue to enjoy rapid growth in 2014, as South Africans latch onto the trend of communicating in selfies, photos of food and the hashtag ‘love’.

Youtube

• YouTube usage trends in SA reveal that South Africans prefer shorter, snappier videos, probably due to bandwidth constraints and the cost of data in South Africa. Local trends also reveal that brands have relatively small numbers of dedicated subscribers as opposed to casual viewers of their videos.


Trends For the future

1.5 Million active users!!!!

Google+

36.32% Married, 31.92% Single, 42.42% looking for networking and 39.40% looking for Friends. Approximately 71% of users are male and the majority of users in SA – at 37.3% – are aged 25-34, followed by 18-24 year olds comprising 35.8%.



500 thousand users!!!!

400 Million Google+ users in the world!!!!

2go



1.1 Million active users!!!!

This South African-based social network is slowly creeping up the ranks…

But has gained most of its traction in Nigeria…

2go has become a serious contender to Facebook in Nigeria!!!

social media marketing strategy changes in the south african landscape

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