Black Friday | More consumers using social media to shop online

JOHANNESBURG - The growth of Black Friday media spend in Sub-Saharan Africa's top social media channels has been significant in recent years.

In 2022, digital advertising spending grew by 18 percent.

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Nigeria, South Africa, Kenya, Ghana, and Uganda accounted for 75% of the total Black Friday digital media investment.

Facebook, Instagram and X were the most popular social networks used. 

Stephen Newton, MD of Aleph Sub-Saharan Africa, who represent the likes of X, TikTok, Snapchat, Spotify in Africa spoke to eNCA about this shopping day.