TikTok dislodges Instagram as more young South Africans take to the video social media app, says a report by OrnicoMedia and WorldWideWorx. Socialmedia art2gee
Artificial intelligence tools are gaining ground in SA’s social media space, as more brands experiment with generative AI technologies to engage users.
The AI craze is resurfacing, after interest moderately diminished during pre-COVID times, when brands became disillusioned with what AI could do for them, notes the report.“AI is bouncing back from disillusionment, as more brands find use cases for generative AI,” says Arthur Goldstuck, CEO of World Wide Worx and research author.“We’ve seen a significant rise from 28% to 38% in brands that are planning to invest in new technologies.
Facebook, with 56.7% penetration with South Africans aged 15 and over, living in cities and towns, continues to dominate the social media scene. TikTok has seen explosive growth, surpassing Instagram to claim second position at 30.6%. While LinkedIn is far behind, its 14.7% penetration is healthy for a professional networking platform that does not hold youth appeal, it adds.“When a platform like TikTok, which has deep reach among those aged under-15, breaks through to this extent in the older youth market, as well as among young adults, we can see the landscape undergoing a significant shift.”
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