Driven by the rising internet penetration and digital device adoption, social media usage has increased in Morocco in recent years. In 2023, the
in the country was forecast at around 30 million, a growth of eight percent compared to the previous year. A survey conducted in 2022 showed that about 80 percent of the users
. However, Moroccan users spent an average of two and a half hours per day on social media, a lower
compared to other African countries such as Nigeria and Egypt.
Leading social media platforms
Filling spare time, keeping in touch with friends and family, making new contacts, and reading new stories were the main
reasons for using social media among Moroccan internet users. Instant messenger apps such as WhatsApp and Facebook Messenger, social networks like Facebook, and media-sharing platforms such as Instagram
are considerably popular in the country. More specifically, most Moroccans are active on Facebook and WhatsApp, the
leading social media platforms in terms of monthly usage.
User demographics
According to recent surveys, Morocco’s social media users are relatively young. For instance, over 60 percent of the
Facebook audience is aged 18-34 years, while individuals aged 55 years and older account for only six percent of the total users. This demographic trend is similar among other leading platforms such as
Instagram and
Facebook Messenger. Furthermore, users are
predominantly men. In 2023, men accounted for around 60 percent of social media users, while women made up the remaining 40 percent.
Advertising reach
With the growing usage of social media platforms worldwide, social media marketing and advertising have become
increasingly common. In Morocco, YouTube and Facebook presented the largest
potential advertising audiences in 2023 – amounting to approximately 21 million and 17 million users, respectively. TikTok and Instagram remained somewhat behind, each having around nine million people potentially reachable by advertising firms.
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