The digital revolution has redefined how people connect, consume information, and engage with the world. Among the most influential and rapidly evolving elements of this revolution is social media—a phenomenon that grows exponentially day by day, offering new ways for users to express themselves, share content, and create virtual communities.
What began as a niche online activity is now a powerful societal force that has transformed not just personal communication but also how businesses market themselves. However, leveraging this tool effectively requires more than simply creating profiles and broadcasting marketing messages. To truly succeed, brands must understand the interactive, conversational, and communal nature of social media—especially when engaging South Africa’s youth.
From Broadcast to Conversation: The Shift in Communication
The core principle behind social media is sharing, and with sharing comes interaction. Unlike traditional media channels—such as television, print, and radio—social media platforms are inherently two-way. They invite participation, discussion, and engagement.
In traditional marketing, businesses create content and distribute it to a passive audience. Think of a television commercial that viewers watch but cannot respond to, or a print ad in a magazine. This one-way model of communication, while still useful in some contexts, is no longer sufficient in the era of digital dialogue.
Social media, by contrast, empowers users to react, comment, remix, and redistribute content. It turns the audience into co-creators. For marketers, this presents both a challenge and an opportunity: you are no longer fully in control of the message, but you now have the potential to build deeper, more authentic relationships with consumers.
Value Over Volume: What Youth Want from Brands Online
Simply pushing promotional messages into a social feed isn’t enough. Consider this: if a homeware store were to post a list of monthly glassware specials, it’s unlikely to drive much engagement. Why? Because there’s little intrinsic value for the user.
Now contrast that with a post titled: “How to Redecorate Your Bathroom for Under R2000”. This provides value—useful tips, inspiration, and cost-saving advice. It taps into the user’s lifestyle and interests and is therefore far more likely to be shared, discussed, and remembered. This shift—from broadcasting to content that educates, entertains, or empowers—is at the heart of effective social media marketing.
To succeed, brands need to understand who their audience is, what they care about, and how they interact online.
Understanding the Youth Market: Why Students Matter
It is with this imperative in mind that Student Village, one of South Africa’s leading youth marketing agencies, teamed up with Interact RDT, a brand experience and research consultancy, to develop a comprehensive report on youth social media usage in South Africa. The objective? To uncover how, when, and why students use social media, and what that means for brands looking to connect with this vital demographic.
Why the focus on students?
Because when it comes to digital behavior, students are at the forefront. While the average internet penetration for the general South African population was 9.4% at the time of the report, students had a staggering 99% internet penetration. This generation of “digital natives” lives, learns, and communicates online—and understanding their behaviors is critical to any brand wanting to remain relevant.
About the Report: A Nationwide View of Student Behavior
The research was conducted in November 2009 and surveyed a broad and diverse sample of South African students. The study sought to answer key questions, including:
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How frequently do students go online?
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What devices do they use to access the internet?
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What types of online activities are most common?
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Which social media platforms are preferred?
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What makes certain brands stand out?
The findings offer a compelling look into how integrated social media is in student life, and how traditional media is being left behind.
Accessing the Web: Mobile is King
One of the report’s standout findings was the dominance of mobile phones as a gateway to the internet. At the time, 78% of South African students accessed the web via their mobile phones, compared to a global average of just 17%. This startling contrast highlights the mobile-first nature of the South African youth market—an insight with major implications for marketers.
Why this trend?
Part of the explanation lies in South Africa’s mobile infrastructure. With 3G technology offering faster and cheaper internet access than traditional ADSL, students have embraced mobile internet as their primary means of connecting. Mobile usage is not only common—it’s essential.
Students spend an average of 67 minutes per day on their phones accessing the internet and 96 minutes per day via PCs or campus computers. Much of this time is dedicated to social media, communication, and entertainment.
Social Networks: The New Campuses of Connection
The report found that 79% of students were active on social networking platforms like Facebook, Twitter, and Mxit. A further:
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70% visited YouTube
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63% accessed Wikipedia
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59% engaged with music websites
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40% read or contributed to blogs
These platforms provide a blend of entertainment, information, and social interaction—all from one convenient digital hub. For students, social media isn’t a distraction—it’s a lifestyle.
And because social media allows them to curate, control, and customize their experiences, it’s fast becoming the preferred medium for engagement over radio, television, or print.
Brand Affinity: What Makes Students Click?
Students are more than passive scrollers. They are active participants in shaping brand narratives, especially when brands give them content they can engage with. The study revealed that brands like Nike, Converse, Smirnoff, and Coca-Cola stand out among students—not necessarily because of traditional advertising, but because of their unique digital activations.
These brands:
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Create entertaining or useful apps
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Offer interactive competitions
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Release exclusive content tailored for youth interests
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Use social platforms to start conversations, not just sell
This approach aligns perfectly with the social media mindset: if the content is fun, valuable, or emotionally resonant, users will share it. And with every share, the brand’s exposure grows organically.
Why Traditional Channels Are Losing Relevance
A major takeaway from the report is that traditional media—TV, radio, and print—is losing traction among students. Social media’s edge lies in its interactivity, immediacy, and personalisation. Unlike passive consumption, students can choose the content they want, when they want it, and on the device of their choice.
Moreover, social media platforms offer an all-in-one ecosystem where users can connect with friends, explore new interests, research brands, and stay informed—all without switching platforms.
In contrast, traditional media offers limited control and minimal interaction. As a result, its appeal is waning among youth.
Key Implications for Marketers
The data from the Student Village and Interact RDT study points to some critical takeaways for brands and marketers:
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Mobile-First Is a Must
Your content, websites, and campaigns need to be optimized for mobile use. If your campaign doesn’t work well on a smartphone, you’ve lost your audience. -
Engagement Over Advertising
Think beyond promotions. Create content that adds value to your users’ lives. Teach them something new, make them laugh, or give them something worth sharing. -
Know Your Audience
The youth market is digitally savvy, socially conscious, and highly connected. Understand their needs, behaviors, and aspirations before crafting a campaign. -
Be Where They Are
If students are spending hours on platforms like YouTube or Twitter, that’s where your brand needs to live, engage, and innovate. -
Focus on Authenticity and Fun
Students can spot inauthenticity a mile away. Use language they understand. Be playful, real, and culturally relevant.
Conclusion: Social Media is a Dialogue, Not a Delivery System
The explosive growth of social media offers brands a powerful opportunity—but only if they understand the rules of the game. It’s not about shouting louder; it’s about listening more carefully, sharing more meaningfully, and engaging more creatively.
The youth market—especially students—is leading the way in showing how digital platforms can foster community, creativity, and commerce. Brands that get it right will not only gain exposure but build lasting relationships.
For a deeper look into these insights and how they can inform your marketing strategy, we encourage you to explore the full report.
Click Here to access a sample report or speak to one of our consultants on 011 268 4600 to find out more.
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