Advertising budget spent on social media platforms in South Africa 2019-2022
Facebook was the most used social media platform by South African companies for advertising purposes in recent years. As of 2022, 58 percent of the companies in South Africa spent most of their advertising budget on Facebook ads. This was a drop compared to 2021, when 66 percent of South African companies used the social media platform for advertising purposes. Moreover, in 2022, LinkedIn, Instagram, and YouTube followed, with shares of 22 percent, 15 percent, and 6 percent, respectively. Over the observed period, a higher share of companies directed their advertising budget to LinkedIn, which has doubled since 2019, while Facebook fluctuated inconsistently.