Social Media Usage in South Africa: 2026 Trends and Strategic Recommendations
Our research conducted with a sample of South African users aged 18–64 shows that social media continues to serve as a strong and influential engagement ecosystem across the country.
📊 Overall Usage Rates (Highest to Lowest)
| Platform | Usage (%) |
| YouTube | 86.5% |
| 76.5% | |
| TikTok | 67.5% |
| 67% | |
| X (Twitter) | 43.5% |
| 32.5% | |
| Telegram | 27% |
| Snapchat | 18.5% |
| 14.5% | |
| Twitch | 6.5% |
⭐ Key Insights (Based on Daily Usage Patterns)
General platform reach and daily active usage (logging in at least once per day) can vary significantly. A platform with high overall usage may show slightly lower daily engagement—or the reverse. For full datasets, detailed bases, and the complete country report, Datambar can be contacted. The insights below are shared in limited scope for market researchers, advertisers, academics, and students.
• Facebook leads daily engagement: Daily usage reaches 79%, with especially strong engagement among men (89.4%). Usage is also high among 18–24‑year‑olds (83.3%) and 35–44‑year‑olds (82.2%) — making it a reliable channel for mature segments.
• Instagram performs strongly among younger users: Daily usage stands at 61%, particularly high among ages 18–24 (68.8%) and 25–34 (69.6%).
• YouTube remains a stable and highly used video platform: Daily usage is 63%, with peak engagement among ages 55–64 (80%).
• TikTok remains youth‑driven: Daily usage reaches 76%, peaking at 90.9% among 18–24‑year‑olds and 82.5% among 35–44‑year‑olds.
• Pinterest is female‑oriented: Overall usage is 32%, rising to 39.3% among women. Daily usage reaches 43%, making it effective for lifestyle‑focused campaigns.
• Telegram shows strength among mature and male users: Daily usage reaches 39%, especially strong among men (56.3%) and users aged 45–54 (60%).
• X (Twitter) is a preferred platform for news and commentary: Daily usage stands at 54%, with strong engagement among 35–44‑year‑olds (61.3%).
• Snapchat shows youth potential: Daily usage reaches 30%, with notable activity among 25–34‑year‑olds (38.5%).
• Reddit and Twitch attract niche, tech‑oriented communities: Reddit daily usage is 31%, and Twitch reaches 46%, especially among younger and gaming‑focused users.
🎯 Strategic Recommendations
• Broad reach and strong daily engagement: Facebook + YouTube
• Youth targeting: TikTok + Instagram + Snapchat
• Female‑focused campaigns: Pinterest + Instagram
• News‑driven & male‑skewed content: X (Twitter) + Reddit
• Mature audiences: Facebook + YouTube + Telegram
Contact Us!
This study was conducted between January 5 and 23, 2026, with a nationally representative sample of 600 individuals aged 18 to 64, using an online panel and the CAWI methodology. The sample was determined with a 95% confidence level and a ±4 margin of error.
All rights to the research data and visuals are reserved by Datambar. Therefore, no individual or organization may claim ownership of the study by using its data or visuals. The research data and visuals may be shared, provided that proper reference is given.
