Social media use reaches 86% of Morocco’s population in 2026

12:12

By: Azzat Manal

Social media use reaches 86% of Morocco’s population in 2026

Social media use has continued to expand across Morocco, with 86% of the population using social networking platforms in 2026, according to the seventh edition of the Social Media Barometer conducted by market research group Sunergia.

The figure represents a five-percentage-point increase compared with 2025, when social media usage stood at 81%. The latest rise also marks a significant rebound after several years of relatively stable or slightly declining usage. The rate reached its lowest level in 2024 at 80%, before recovering in 2025 and accelerating further this year.

Sunergia said the 2026 results bring social media usage back to levels seen in 2021 and 2022, when digital platforms experienced particularly strong growth amid the COVID-19 pandemic.

WhatsApp remains the most widely used social platform in Morocco, with 83% of respondents reporting that they use the messaging service. Facebook ranks second at 64%, followed by YouTube at 48%. Instagram is close behind at 47%.

Compared with 2020, Instagram recorded the strongest long-term growth among the platforms covered by the study, gaining 21 percentage points. WhatsApp increased by 18 points, while Facebook rose by 11 points over the same period.

YouTube's rise to third place is partly linked to the growing popularity of short-form videos through YouTube Shorts, which increasingly competes with Instagram Reels. The platform also continues to attract users with a combination of short and long-form content.

TikTok has also strengthened its position in Morocco. Its usage rate reached 32% in 2026, up eight percentage points in just one year, marking the platform's largest annual increase since it was first included in the barometer.

The platform is particularly popular among younger users. Around 58% of Moroccans aged between 18 and 24 use TikTok, compared with 21% among those aged 45 to 54.

Snapchat also recorded notable growth, with its usage rate rising by 10 percentage points in a single year to reach 18% in 2026, compared with 8% in 2025.

The findings point to the increasingly central role of social platforms in Morocco's digital landscape, while also highlighting significant differences in platform preferences across generations. The continued growth of short-form video and the strong adoption of platforms such as TikTok suggest that younger audiences will remain a major force shaping the country's social media trends.