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News | Facebook still advertisers' top social media platform
Facebook still advertisers' top social media platform
February 03 2025 By AdCheck admonitoring, socialmedia, facebook, instagram, tiktok
Facebook remained the top platform for brands advertising to South African audiences through social media channels in 2024, followed by TikTok and then Instagram, new data released by AdCheck has revealed.
The data was gathered over the entire 12 months of last year and showed that by adspend, Facebook (R4.75 billion) led the way, ahead of TikTok (R4.04 billion) and Instagram (R2.48 billion).
In terms of impressions, Facebook came out tops again at 52.22 billion impressions, followed by Instagram at 39.82 billion and TikTok at 29.32 billion.
The top SA advertisers in 2024 on Facebook were:
1. nivea.co.za
2. sanlam.co.za
3. vodacom.co.za
4. woolworths.co.za
5. edgars.co.za
6. naked.insure
7. homechoice.co.za
8. fnb.co.za
9. yoco.com
10. indrive.com
The top SA advertisers in 2024 on TikTok were:
1. discovery.co.za
2. visitqatar.com
3. samsung.com
4. amazon.com
5. adobe.com
6. disneyplus.com
7. bravoshorts.com
8. rain.co.za
9. woolworths.co.za
10. coca-cola.com
The top SA advertisers in 2024 on Instagram were:
1. vodacom.co.za
2. homechoice.co.za
3. naked.insure
4. indrive.com
5. regenesys.net
6. discovery.co.za
7. mrdfood.com
8. nivea.co.za
9. webuycars.co.za
10. fnb.co.za
On Facebook, 8 out the of the top 10 advertisers were South African brands and on Instagram, 8 out of the top 10 were local. By stark contrast, on TikTok only 3 of the top 10 advertisers were local brands, showing international advertisers' preference for this platform.