Social Media in Morocco: WhatsApp Reigns Supreme, Facebook Evolves, TikTok on the Rise

In 2024, social media platforms continue to play a pivotal role in the daily lives of Moroccans. With 80% of the population actively engaged on these platforms, the Moroccan digital landscape is buzzing with activity. This utilization rate, although slightly lower than in 2023, marks a notable 7-point increase since 2020, according to the 5th edition of the Barometer of Social Networks in Morocco by the Sunergia group.

WhatsApp remains the most popular social network in Morocco, used by 76% of the population. This instant messaging application is particularly favored by young adults aged 18 to 34 and urban dwellers, with respective usage rates of 84% and 83%. Singles also seem to prefer this platform, with usage reaching 91%.

WhatsApp's popularity is reinforced by its innovative features, such as sending high-definition photos and videos, and the ability to edit sent messages. In 2024, new features like username-based connections and screen sharing during video calls are expected to further enhance its appeal.

Facebook and Instagram on the Podium

Despite a slight 3-point decrease between 2023 and 2024, Facebook remains the second most used social network in Morocco, with 65% of users. This platform primarily attracts young adults and urban dwellers. To counter its declining attractiveness, Facebook is betting on artificial intelligence to offer ultra-personalized video content, hoping to revitalize user engagement.

Instagram, with 40% of users, maintains its third-place position. It is particularly popular among women and young adults aged 18 to 34. New features like stickers for comments and filters for stories contribute to maintaining user engagement.

Taking inspiration from Telegram, Instagram now allows content creators to create one-way discussion spaces, further strengthening their connections with their followers.

TikTok and Telegram Gain Ground

TikTok and Telegram have recorded the most significant gains in recent times. With 19% of users, TikTok has established itself as the fourth most used platform, thanks to its educational and informative content. Telegram, on the other hand, has won over 10% of Moroccans, securing the fifth position due to its numerous group communication features.

Snapchat and LinkedIn struggle to take off, with 8% and 6% of users respectively. Snapchat, in particular, has lost ground, slipping to sixth place. To reverse the trend, the platform is focusing on features that allow creators to generate revenue and augmented reality tools for online commerce. LinkedIn, for its part, is leveraging artificial intelligence to make networking more strategic and personalized, hoping to attract more professionals.

Twitter, now rebranded as "X," has seen a slight increase, reaching 4% of users. The platform plans to launch a payment solution in 2024, as part of its ambition to become a "multi-platform." Pinterest, with 3% of users, remains stable. However, its partnership with Google for the integration of advertisements could boost its usage.

Despite these developments, 20% of Moroccans remain unconnected to social networks. This group is primarily composed of seniors, individuals living in rural areas, and those with low educational levels. Efforts to include these populations in the digital landscape could constitute an important development axis for the years to come.