Market Insights Advertising & Media Advertising

Social Media Advertising - Central Africa

Central Africa

In Central Africa, ad spending in the Social Media Advertising market is projected to reach US$87.75m in 2024.
Ad spending in this region is expected to exhibit an annual growth rate (CAGR 2024-2029) of 10.37%, resulting in a projected market volume of US$143.70m by 2029.
In a global context, the majority of ad spending will be generated China, which is expected to reach US$84,650.00m in 2024.
By 2029, it is anticipated that 70% of total ad spending in the Social Media Advertising market in Central Africa will be generated through mobile platforms.
Additionally, the number of users in the Social Media Advertising market in Central Africa is expected to amount to 27,210.0k users by 2029.
In Central Africa, social media advertising is increasingly recognized as a powerful tool for brand engagement, driven by growing internet penetration and mobile usage.

Key regions: United States, France, Japan, Europe, Germany

Market

Region

Region comparison

Currency

Analyst Opinion

The Social Media Advertising market in Central Africa is experiencing significant growth and development due to several key factors.

Customer preferences: Central Africa has seen a rapid increase in internet penetration over the past few years, leading to a rise in the number of social media users in the region. As a result, businesses are increasingly recognizing the importance of advertising on social media platforms to reach their target audience. Customers in Central Africa are becoming more tech-savvy and are spending a significant amount of time on social media platforms, making it an ideal channel for advertising.

Trends in the market: One of the major trends in the Social Media Advertising market in Central Africa is the shift towards mobile advertising. With the increasing availability and affordability of smartphones, more people in the region are accessing social media platforms through their mobile devices. This has led to a surge in mobile advertising, with businesses creating mobile-friendly ads to effectively reach their target audience. Another trend in the market is the rise of influencer marketing. Influencers, who have a large following on social media platforms, are being used by businesses to promote their products or services. This form of advertising is gaining popularity in Central Africa as influencers are seen as trustworthy and relatable by their followers, making their recommendations more impactful.

Local special circumstances: Central Africa is a culturally diverse region with multiple languages spoken across different countries. This poses a challenge for businesses looking to advertise on social media platforms, as they need to create content that is relevant and resonates with the local audience. Advertisers are adapting to this challenge by creating localized content and working with local influencers who can effectively communicate with the target audience in their native language.

Underlying macroeconomic factors: The economic growth in Central Africa is contributing to the development of the Social Media Advertising market in the region. As the economies in countries such as Cameroon, Chad, and the Central African Republic continue to grow, businesses are investing more in advertising to capitalize on the rising consumer spending. This has led to an increase in the demand for social media advertising services. Furthermore, the increasing urbanization and a growing middle class in Central Africa are also driving the growth of the Social Media Advertising market. As more people move to cities and experience an improvement in their living standards, they are becoming more active on social media platforms, creating a larger audience for advertisers to target. In conclusion, the Social Media Advertising market in Central Africa is witnessing significant growth and development due to increasing customer preferences for online advertising, the rise of mobile advertising, the popularity of influencer marketing, and the underlying macroeconomic factors such as economic growth and urbanization. Advertisers are adapting to the local special circumstances by creating localized content and working with local influencers to effectively reach their target audience in Central Africa.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.