By Amber Richardson (2 mins read)
Pinterest has recently overtaken Facebook’s market share in South Africa, making it the most effective social media platform for online marketing, according to statcounter.
Statcounter is a web traffic measuring tool that ranks social media networks by the number of page impressions they generate for other websites.
Thus, the higher the media market share is, the more effective the platform is in terms of marketing.
The social media site where users can “pin” images and videos to personalised boards had 47,42% of the media market share in April. This puts it 7% higher than Facebook.
Facebook, whose media market share has been far higher than any of the other social media platforms for the past ten months, has had a 10% decrease in their share since April last year. Its share has been steadily declining since November 2018.
While this does not mean that Pinterest is more popular than Facebook, it does mean that it generates more traffic to other sites than Facebook does.
Instagram on the other hand, which has become well-known for its tailored and sponsored advertisements, only has 1.67% of the media market share in South Africa.
Pinterest has also overtaken Facebook in mobile market share. Meaning Pinterest generated more traffic to other sites through cell phone use than Facebook in April.
Despite the current trends in South Africa, Facebook is still dominating globally with 68.36% of the media market share. However, Pinterest is still in second place with 16.26%.
YouTube’s media market share has also declined over the past twelve months, going from 7.9% to 4.59%.
Instagram has 2.21% of the media market share globally, which is slightly higher than in South Africa.
Facebook is also dominating the media market share in Africa, in general, with 72.65%. What is also interesting to note is that, despite its high market share in South Africa, Pinterest only ranks third in Africa’s social media market share with 7.08%.
While YouTube is the second highest in generating traffic to other sites with 16.43%. TOJ
Reporting by Amber Richardson; Editing by Gaby Ndongo.
Feature image: Some of the popular social media platforms.
Image obtained from Pixabay Stock Photos.