Image Credit, Wikimedia Commons, Ibrahim.ID

South Africans are no longer engaging with social media in the same way they once did. The Social Media Landscape Report 2025 highlights a notable shift in daily and weekly usage of social media, particularly among younger audiences who are re-evaluating their relationship with online platforms.

The newly released Social Media Landscape Report 2025, compiled by Ornico in collaboration with World Wide Worx and Ask Afrika, offers an in-depth look at how South Africans are using social media. Now in its 15^th year, the report’s theme, “The Era of Digital Doubles,” focuses on the rise of fake identities online, the growing scepticism of users, and the critical need for authenticity. It’s a must-read for any organisation hoping to stay relevant and trusted in an increasingly fragmented digital environment. Here are some key insights that nonprofits should note.

Social media use is maturing, but also declining in some areas

South Africans are no longer engaging with social media in the same way they once did. The report highlights a notable shift in daily and weekly usage, particularly among younger audiences who are re-evaluating their relationship with online platforms.

• Facebook’s highly active user base dropped from 53.8% in 2023 to 51.2% in 2024
• TikTok continues to rise, growing from 25.1% to 32.4%
• Youth are leading the move towards short-form, purpose-driven, and immersive content

For nonprofits, this signals the need to go where your audience actually is, not where they used to be. Invest in content and platforms that offer clear purpose and value.

Authenticity matters

The rise of bots, fake profiles, and deepfakes is undermining trust on social media. For nonprofits, this is a critical warning.

Nonprofits must:

• Be clear and consistent in how they present themselves online
• Verify their social media accounts where possible
• Actively monitor for impersonation and misuse of their name
• Share real, human stories to build trust and emotional connection.

As digital identity becomes more fluid, your organisation’s authenticity is your strongest asset. Be transparent, humanise your brand, verify accounts, and build community through trust.

South Africans are no longer engaging with social media in the same way they once did ... For nonprofits, this signals the need to go where your audience actually is, not where they used to be.

LinkedIn takes the lead for brands

For the first time, LinkedIn is the most-used platform by brands in South Africa, surpassing even Facebook. According to the report:

• 85% of brands use LinkedIn
• 83% use Facebook
• 73% use Instagram
• 63% create content for YouTube
• Nearly 50% now use TikTok

For nonprofits, this means:

• Use LinkedIn for thought leadership, professional credibility, and connecting with funders or partners
• Explore TikTok and Instagram to engage younger or general audiences with short, impactful videos
• Maintain Facebook for updates and longer-form community building, especially with older supporters

Doing more with less

The report shows that 40% of organisations face budget constraints, and only a third expect to increase their digital spend this year. Time, staffing, and executive buy-in also remain challenges.

With limited resources, nonprofits should:

• Focus on platforms that deliver the most value
• Repurpose content across multiple platforms
• Use AI tools (like ChatGPT, Canva AI, or CapCut) to streamline content creation
• Track real outcomes such as sign-ups, donations, or volunteer interest instead of chasing “likes”.

Rethinking metrics

While traditional metrics like reach, likes, and shares are still being tracked, many brands are now incorporating sentiment analysis to understand how audiences feel about their content.

Conversion tracking, especially on platforms like TikTok and X remains a challenge, so organisations are taking a more balanced, strategic approach to measurement.

What should nonprofits do next?

1. Audit your digital identity. Are your accounts authentic, verified, and trustworthy?
2. Diversify wisely. Meet your audience where they are:
   • TikTok for storytelling
   • LinkedIn for influence
   • Facebook for community.
3. Focus on purpose. Every post should serve your mission, not just fill a calendar.
4. Use your budget smartly. Leverage free tools and prioritise content that drives action.
5. Track what matters. Define clear goals for awareness, engagement, and outcomes.

The key takeaway: In an era of digital doubles, authenticity is more important than ever. Nonprofits often opt for a cold, corporate tone in their communications, believing it to be more professional. However, this approach can backfire. Now more than ever, people are drawn to voices that are human and relatable.

• Download the free Executive Summary: Ornico Social Media Landscape Report 2025 Executive Summary
  

• Purchase the full report (R18,000 excl. VAT): Ornico Social Media Landscape Report 2025 Full Report