Reasons companies use social media platforms in South Africa 2018-2022
Based on a survey, most South African companies reported being on social media as a core part of their marketing campaign. As of 2022, 68 percent of the companies used social media for this reason. However, the share dropped compared to 2018, when 82 percent of the company respondents reported the use of social networks as being essential in their marketing campaigns. Moreover, social media was seen as an effective PR channel by 51 percent of the companies. On the other hand, 13 percent of the surveyed population reported using it because other competitors were.