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

TikTok is rapidly gaining ground in the South African social media scene, giving Facebook a tough competition in the race to become the top social platform among brands and consumers. Arthur Goldstack, the MD of Worldwide Works, and O'Rasty Patricios, the CEO of O'Nicole, shed light on the latest social media trends during a recent interview. Goldstack highlighted the remarkable growth of TikTok in the past year, noting that while it was once the domain of teenagers, it has now piqued the interest of 20% of brands, with an expected increase to 30% in the near future, making it the fastest-growing platform for brands in South Africa. TikTok's user base in South Africa, estimated at around 6 million, has seen exponential growth since its introduction in 2016. While TikTok targets a younger demographic, traditional social media giants like Facebook, Twitter, Instagram, and LinkedIn continue to play a significant role in brand marketing strategies. Facebook remains the preferred platform for the majority of brands, with 89.2% planning to use it, followed by Twitter at 77%. Instagram, on the other hand, is gaining traction among small and medium-sized enterprises, especially in the business-to-business (B2B) sector. Patricios emphasized the importance of aligning platform choice with the target consumer demographic, noting the distinct dynamics of each platform in engaging with consumers. Despite the economic challenges posed by the COVID-19 pandemic, marketing spend on social media has seen a decline as brands navigate financial pressures. However, brand custodians tend to allocate budgets to platforms they are familiar with, resulting in continued heavy investment in platforms like Facebook. LinkedIn has emerged as a key player in the social media landscape, surpassing Instagram to become the second most popular platform for primary budget spend. Its focus on business networking and professional content has attracted brands seeking to connect with a professional audience. The discussion also touched on the reluctance of brands to embrace newer platforms like TikTok, as gatekeepers may not be familiar with its potential for engagement. Patricios advised brands to consider the unique dynamics of each platform and find their niche within the creative space of TikTok to effectively reach their target market. As the social media landscape continues to evolve, embracing innovative platforms like TikTok may prove beneficial for brands willing to explore new avenues of digital engagement.