Africa: How Social Media is Used for Advertising IMAGE QUOTE,
Businesses operating in Africa are using social media for advertising more than any other business in the world, according to new research.
About 75% of African companies rely on social media to market their products and services. That number is much higher than the total number of companies in the rest of the world, 52% of which rely on social media.
The new data comes from a study of social media usage shared by the media with online activity tracking company Meltwater.
"With the uncertainty of the economic situation, many large companies have come up with innovations to find additional markets for their products," said Lays Bammesberger, head of the financial department of Meltwater.
The study released by this company based in the United States shows that nine out of ten companies operating in Africa use Facebook, making Facebook the most used social network by organizations.
Focusing on getting the company's name out to the public, half of global companies say that the uncertainty surrounding the economic situation has made social media more important.The five most effective social media platforms for African businesses are Facebook (88 percent), Instagram (76 percent), LinkedIn (74 percent), Twitter (67 percent) and WhatsApp (58 percent).
In terms of growth, the use of TikTok has increased significantly in the region, with half of African companies planning to use the social network by 2023.
WhatsApp usage in Africa is on average 35 percent higher than the rest of the world.
This report is based on a data collection study conducted by Meltwater of more than 1,700 people including people who work in marketing and official work in Africa and the rest of the world.
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