There is a growing popularity and positive sentiment for social media advertising in the digital marketing space in South Africa. For example, livestreaming has increasingly become a competitive differentiator for brands with around 36% using it in 2021, an increase from 28% in 2020. Additionally there has been a large increase in the use of paid influencers with 40% of brands using them in 2021 compared to 29% in 2020.

Source: one