South Africa, Aug. 28 -- This is according to the South African Social Media Landscape Report 2025, which explores how people in South Africa are using social media, where attention is moving, and how brands are adapting.

The research points to two main issues: the rise of bots and misinformation that erode trust, and the growing need for brands to engage audiences in authentic ways.

5 key insights

Here are five key insights from the report. These cover platform shifts, how measurement is changing, the divide in budgets, the role of AI, and the rise of communities.

TikTok is no longer "just for fun"

If your brand isn't already building on TikTok, you're likely missing the most engaged audience in the country.

Points to take note of:...