By AFP
Fb retained its lead as probably the most used social media platform for advertising and marketing in Africa, in response to findings of a brand new survey by media monitoring and evaluation agency Meltwater.
Meltwater’s State of Social Media 2023, which polled greater than 1,700 advertising and marketing and communications professionals globally, exhibits 88 p.c of entrepreneurs in Africa used the Meta-owned platform to advertise their merchandise in 2022.
Instagram, which can be owned by Meta, was utilized by 76 p.c whereas LinkedIn closed the highest three with a utilization of 74 p.c.
Twitter emerged fourth with a utilization of 67 p.c whereas messaging app WhatsApp, which can be owned by Meta, closed the highest 5 with a 58 p.c use.
The survey nevertheless famous speedy development in the usage of viral quick video content material platform TikTok by entrepreneurs in Africa in search of to make the most of the fast-growing recognition of the Chinese language-owned app particularly by the youth.
Some 28 p.c of the respondents stated they used TikTok for advertising and marketing.
Globally, the usage of TikTok for advertising and marketing grew by 30 p.c final 12 months in comparison with 16 p.c in 2021, stated the survey.
“Globally, 5 channels proceed to dominate social media advertising and marketing: Fb (89 p.c), LinkedIn (87 p.c) and Instagram (84 p.c) high the checklist, whereas YouTube (67 p.c) and Twitter (66 p.c) are shut behind,” stated the survey.
The survey findings reveal that the significance of social media is rising amongst organisations attributable to world financial uncertainty.
Greater than half of the survey respondents (52 p.c) acknowledged that financial uncertainty has made social media a extra essential channel for his or her organisation with model consciousness remaining as a precedence for corporations.
“With present uncertainty within the financial local weather, many manufacturers are embracing innovation to get extra from their advertising and marketing budgets. A considerate social media technique permits entrepreneurs to realize and retain buyer consideration in a approach that’s extremely environment friendly, cost-effective, and measurable,” stated Lays Bammesberger, an enterprise account govt on the agency.
“We’re not stunned to see that respondents want to enhance their model consciousness utilizing these instruments,” she stated.
The survey outcomes confirmed that rising model consciousness (81 p.c) and model engagement (60 p.c) emerged high of the agenda throughout each business-to-business and business-to-customer corporations in addition to non-governmental organizations (NGOs).
Nevertheless, whereas the highest two social media objectives look like brand-related, solely 23 p.c of organisations use model popularity as a key metric, stated the survey.