#12WOSM: Popular Social Media Platforms in Africa and the Categories of People on it.

The impact of social media on our society today is simply staggering. It's stunning to think about the sweeping changes that social media platforms have created for human connections at all levels, including educational systems, political activities, charitable organizations and businesses.

In my last episode I wrote at length my module on how to build a powerful social media presence and I really enjoyed the traffic it got.

For weeks now we’ve been talking about social media and how to use the existing platforms more efficiently. I kicked off with it’s impact; where I also spoke about personal branding and social media. Last week’s post was very much informative and in-depth. It was mainly my cheat sheet on how to build a terrific social media presence to attract the right audience.

This week’s episode is an expound of all that I spoke about last week. I am discussing the popular social media platforms in Africa and which categories of people you’ll find using these platforms. I mentioned earlier that good content targeted to the wrong audience is still garbage, so knowing where to find the people who matter is imperative.

Some will also be wondering, why am I talking about finding the right ‘audience’ if i’m not a marketer or social media manager et cetera, but anyways lets get down to it.


There is no other social media brand today that has the enormous global reach combined with the personal intimacy and immediate engagement of Facebook. Today there are 800 million people on Facebook and of those, 350 million people connect to Facebook on mobile devices.(Image Source: visualhunt.com)

Facebook is a household name when it comes to news feed and social media content for it has served many of us well in terms of social networking,but then finding content that suits your interests and needs can be quite cumbersome. On such a platform is not so much of a nice experience when you keep on getting on crappy content in your news feed from fake content makers,hence knowing the right people or pages to follow is very essential.

People will connect to businesses that they support and brands that they relate to and that represent their ideals. And, by simply connecting to these businesses, people are sharing their support of these brands with their friends.(Image Source: Business Insider)

Facebook is highly patronised by news lovers and this is a wide community that involves the working class, teens and all sex with demographics from 25 to about 70. For content geared towards a wider audience, Facebook is preferable cause everyone, young and old inclusive are on the social network and now with Facebook live your followers or friends get to see what you’re up to in present time by video feed which further enhances how news and other content get to reach consumers.


Instagram has become a wonderland for consumer products as diverse as food, clothes and grooming. On any given day, users harness the platform’s viral capabilities to sell or endorse products—and they don’t have to be celebrities.(Image source: Social Media Hackers)

Instagram has carved it’s way into becoming an essential part of our lives showing the world what we are up to. Instagram’s users are divided equally with 50% IPhone owners and 50% Android owners. While Instagram has a neutral gender-bias format, 68% of Instagram users are female while male users stand at 32%.

Instagram has proven to attract the younger generation with 90% of 150 million users under the age of 35. Instagram is all about pictures and pictures and more pictures and videos…lol. With soo many people on the app it can prove difficult working out the best accounts to follow, especially when it comes to those by Africans with a keen focus on the continent. On Instagram you’ll find celebrities,teens,etc and most importantly photographers.

If you are using social media websites in your marketing campaigns and not utilizing the power of Instagram you are missing out on a huge amount of potential traffic and business.

Photographers on the app(I mean the good ones) give it a breath of fresh air and could at times seem like an art gallery exhibition or museum simulation,one of such people is
Nana Kofi Acquah’s IG page(@africashowboy)is wonderfully lit with colour-rich photos each telling a story from Ghana-whether it’s a tug of war on the beach, woman carrying a water container on her head outside of her hut, another holding up her smiling baby or a schoolchild doing his homework on a bench in a tiny kitchen.

People in the fashion world are not left out of this, especially with the beauty tips given on their pages.Who remembers Afua Rida(@afuarida) of our childhood’s favorite TV series, Home Sweet Home?? Yes junior’s little sister…..lol.

(Image Source: stylebyrida.com)

The beauty is a stylist,fashion blogger,runway show producer and fashion consultant and her IG page gives you a dose of style, some very helpful DIY’s to keep your style 100%.


Twitter is the fastest growing of the top-tier social networks. But from a business standpoint, it’s the most undervalued, misunderstood, and underutilized of all the major social media sites.(Image Source: Seoclerks)

Twitter is an online news and social networking service where users post and interact with messages,”tweets”, restricted to 140 characters.It is the third most used social media network with over 100 million users actively using Twitter daily and 500 million tweets every day. As a social network, Twitter revolves around the principle of followers. When you choose to follow another Twitter user, that user’s tweets appear in reverse chronological order on your timeline(User’s main page) and posts are grouped together by topics or type of use of hashtags.

You’ll start loving Twitter when you realize it’s not a place to talk but a place to listen and really communicate.

Twitter serves as the platform where fans of celebrities get to actually interact by way of verified twitter accounts Twitter largely features teenager making noise here and there about a celebrity or event. African Twitter is one of the funniest places on twitter to be, with popular hashtags such as #jollofwars, #TrailerJamShow( be careful not to get jammed though), #ChangeHasCome, #Onaapo and many others.



LinkedIn, as a professional’s network, has data on professions and skills which can be utilised when targeting your ads. This means a business can specifically target a number of categories including: company industry, company size, job title, job function, degrees, skills, age and years of experience. (Image Source: comunicazionetrepuntozero.it)

LinkedIn is a business and employment oriented social networking service mainly used for professional networking, including employers posting jobs and job seekers posting CVs. It allows users to create profiles and “connections” to each other in an online social network which may represent real-world professional relationships and is the 14th most popular website according to Alexa Internet.

Connecting to an old classmate, coworker or just a random executive you meet at a conference might land you a dream job.(Image Source: adweek.com)

The basic functionality of LinkedIn allows users(workers and employers) to create profiles, which for employees typically consist of curriculum vitae describing their work experience,education,training and a photo of them with their workplace skills on their profile as well. Students on the network also get access to internship opportunities

LinkedIn is a purely formal and professional network, very instrumental in promoting a professional brand of any kind,where people get hired and seek employment hence language and interactions on the website are all kept formal, going otherwise could lead to getting fired from a job or end possible employment opportunities.


In just a few short years, Snapchat has proven itself to be more than just yet another in a long line of “latest and greatest” social networks.(Image Source: colectividades.org)

You’ve probably heard about Snapchat(If you haven’t I’ll be very much shocked 🙂 ) It’s the popular mobile app that allows you to send videos and pictures, both of which will self destruct after a few seconds of a person viewing them. Now to the main deal, everyone uses Snapchat but it is directed to teens and young adults,75% being females,with new demographics coming every day with a whooping 700 million snaps being viewed everyday.

Snapchat utilizes fertile digital marketing space to communicate and engage with the most valuable demographic of consumer.

In the world of new media,events coverage is becoming spontaneous, more audience-driven, and more snappy. Snapchat users tend to be highly engaged,habitual users,especially teens. Part of the reason could be that a Snap’s personalisation and brevity make it very hard to resist viewing and it encourages users to be producing content.

User engagement is vital and Snapchat presents numerous avenues of communication with desired consumers through user-driven participation. (Image Source: Business Insider)

Snapchat’s engagement is becoming so strong, in fact, that some marketers wonder whether Snapchat will draw mobile advertising from Facebook (which I strongly doubt), regardless of that Snapchat marketing can capture the attention of Millenials and Generation Z product or event, so If your event is geared towards teens, Snapchat is an effective tool for you.


YouTube is one of the most vibrant social networks on Earth, with more than a billion monthly active users. And the users watching more than 5 billion hours of YouTube content each month, almost an hour per person on the planet, how can you not afford to have a YouTube channel. The power of YouTube for brands is undeniable and It’s the 2nd biggest search engine after Google.

YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators such as Gamers, DIY people, make up artists.Most of the content on YouTube has been uploaded by individual, but media corporations including CBS, the BBC and Vevo offer some of their material via YouTube.

With over 300 hours of videos uploaded a minute, YouTube has something for everyone. Beyond gender, YouTube has an age divide. Now a decade old, it is mainstream enough to have a broad demographic reach. Even the olds watch video, although not to the degree of millennials.

While it attracts an even split of women and men, YouTube is still fairly male dominated. Men spend 44 percent more time on the site per month, and of 51 categories of YouTube content measured by OpenSlate, men make up the majority of viewers in 90 percent of them. If you’re looking for stereotypes to bust, YouTube isn’t the place. Women are into makeup and skin care; men are into sports and gaming. On the dude side, well, it’s testosterone with a heavy dose of nerd.

The fact that viewers are flocking to digital video platforms for content is not — as the most optimistic television executive might have hoped — an addition to the traditional “broadcast” viewing habits of a new generation, but a replacement(Image Source: YouTube)

For YouTube advertisers, buying beauty and style channels through Google Preferred — which bundles the top 5 percent of YouTube channels in any given vertical for ad buys — is a good bet to reliably reach women, particularly young teens and millennials. Beauty and style is a popular category, with 582 million monthly views across its top 100 channels, according to OpenSlate.


Pinterest may be relatively young in comparison to Facebook or Twitter, but its user base is anything but underdeveloped.

Pinterest is the world’s catalog of ideas.Find and save recipes,style inspiration and other ideas to try. Users can upload,save,sort and manage images- known as pins- and other media content, such as videos, through collections known as pinboards. Users can save pins to one of their boards.

81% of Pinterest users are actually females, average pins made by an active female user is 158, with men accounting for only 7% of total pins on Pinterest. The median age of a Pinterest user is 40,however the majority of active pinners are below 40. Largely the content on Pinterest comes from women,mothers,DIY enthusiats, makers creative arts people (deco, cooking art, design, graphics)

Pinterest refers 5% of the world’s referral traffic, which is a statistic only Facebook can beat. What that basically means is that Pinterest is full of users who love to leave the confines of Pinterest in order to discover new products and brands. So, what’s to stop them from wanting to explore whatever it is that you have to offer?

Two-thirds of pins represent brands and products, a good indication of social media marketing for your upcoming brand if you’ve already signed up on the network and everyday nearly 2M people pin product rich pins.It may interest you to note that 87% of active pinners from survey said they’ve purchased something because of Pinterest and the Food and Drink and Technology pins are the most popular category among young millennials.More than 14 million articles are pinned everyday with the average user spending 14.2 minutes on Pinterest per visit.


Through the app, users can create 15-second videos and choose sound tracks to accompany them, use different speed options (time-lapse, slow, normal, fast, and epic) and add pre-set filters and effects. (Image Credit: ggvc.com)

If you regularly find yourself bursting into an energetic song and dance routine every time your favorite song comes on the radio or your SoundCloud playlist, then Musical.ly might be worth exploring if you’re interested in taking your performance and creativity skills to the next level.It is one of the last social media apps to explode in popularity. Musical.ly is a video social network app for video creation, messaging, and live broadcasting.

Musical.ly’s structure allows the viral dissemination of trends throughout the platform. The hashtags that are popular on this social network usually make reference to bits of pop culture and trends among the internet world(Image Source: SocialMediaToday)

Musical.ly is a very social place and is flooded with teens and people between the ages of 18-25 who are music lovers. It gets more interactive and fun when you engage in contests and challenges and by visiting the search tab, you’ll see a featured contest at the top, which you can click to view its details and participate if you like. You can also browse through the list of trending hashtags and consider getting in on the fun to increase the number of hearts you get and climb your way up the Musical.ly leaderboard. Musical.ly has an incredibly helpful library of songs to suggest for your music videos. Browse through collections of what’s popular, lip syncing classics, comedy tracks and more.


So we now know the kind of content appreciated on the various social media platforms popular in Africa and the kind of people on those platforms. In building any strong social media brand, you should know the specific social network to target to get a wider reach and the desired demographic.

Thanks for reading and continue to stay with us for more on #12WOSM.