Social Media Advertising - Northern Africa

In Northern Africa, ad spending in the Social Media Advertising market market is projected to reach US$471.10m in 2024.
It is expected that ad spending will demonstrate an annual growth rate (CAGR 2024-2030) of 9.85%, leading to a projected market volume of US$827.80m by 2030.
In a global context, most ad spending will be generated China, with a forecast of US$84.65bn in 2024.
Within the Social Media Advertising market market, it is anticipated that 70% of total ad spending will be generated through mobile by 2030.
Additionally, the number of users in the Social Media Advertising market market in Northern Africa is expected to reach 222.2m users by 2030.
Social media advertising in Egypt is increasingly focusing on localized content, reflecting cultural nuances to enhance engagement and brand loyalty among consumers.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.

All ad spending generated by social networks
Sponsored posts

Ads within online games playable on social networks
Revenue generated from membership subscriptions or premium fees

The Social Media Advertising market in Northern Africa is experiencing significant growth and development. Customer preferences in the region are shifting towards digital platforms, with an increasing number of people using social media for various purposes such as communication, entertainment, and information. This has created a valuable opportunity for businesses to reach their target audience through social media advertising. Trends in the market indicate that businesses are recognizing the potential of social media advertising and are allocating more of their marketing budgets towards this channel. As a result, the competition among businesses to capture the attention of users on social media platforms has intensified. This has led to the development of more sophisticated and targeted advertising strategies, with businesses leveraging data analytics and artificial intelligence to optimize their social media advertising campaigns. Local special circumstances in Northern Africa also contribute to the growth of the Social Media Advertising market. The region has a young and tech-savvy population, with a high percentage of internet users. This provides businesses with a large and engaged audience to target through social media advertising. Additionally, the increasing availability of affordable smartphones and internet connectivity has further fueled the adoption of social media platforms in the region. Underlying macroeconomic factors also play a role in the development of the Social Media Advertising market in Northern Africa. The region has witnessed steady economic growth in recent years, which has resulted in an expanding middle class with increased purchasing power. This has created a favorable environment for businesses to invest in advertising and reach out to potential customers through social media platforms. Furthermore, the growing digital infrastructure in the region, including improved internet connectivity and the expansion of mobile networks, has facilitated the growth of the Social Media Advertising market. In conclusion, the Social Media Advertising market in Northern Africa is experiencing significant growth and development due to shifting customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As businesses continue to recognize the value of social media advertising, the market is expected to further expand in the coming years.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.