Social media is becoming a preferred marketing channel for African firms as economic pressure mounts, says Meltwater.
Economic uncertainty has made social media a more important channel for African firms, as more brands accelerate their social commerce strategies to engage their customers.compiled by online media monitoring company Meltwater.
While Facebook remains the most used social media platform for organisations in terms of growth, the use of TikTok is rapidly increasing , it says.Five channels dominated the social landscape in Africa: Facebook , Instagram and LinkedIn are top; with Twitter and WhatsApp close behind. Most notably, WhatsApp usage in Africa is 35% higher than the global average.
“A thoughtful social media strategy allows marketers to gain and retain customer attention in a way that is highly efficient, cost-effective, and measurable. We’re not surprised to see that respondents are looking to increase their brand awareness using these tools,” says Lays Bammesberger, enterprise account executive at Meltwater.based in SA
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