Northern Africa emerges as continent's social media epicenter

New data reveals Northern Africa's dominant position as Africa's social media hub, commanding the largest share of users across major digital platforms as of early 2025. The latest data churn out by Intelpoint, a leading marketing and research intelligence firm noted the region accounts for staggering percentages of continental usage - 65.6% on Messenger and 55.8% on Instagram - demonstrating its advanced digital adoption compared to other African markets. 

This digital leadership stems from Northern Africa's mature technological ecosystem, characterized by robust mobile infrastructure, widespread smartphone accessibility, and affordable data plans. Countries like Morocco, Egypt, and Algeria have cultivated urban digital cultures where social platforms have become deeply embedded in daily routines - serving as vital tools for business, creative expression, and social connection. 

The region's social media supremacy reflects its head start in internet penetration and mobile technology adoption. Years of infrastructure development have created an environment where platforms like TikTok and Instagram flourish not just as entertainment channels but as engines of e-commerce, influencer marketing, and digital entrepreneurship. 

Northern Africa's digital ascendancy presents significant opportunities for brands and content creators targeting African audiences. The region's tech-savvy population continues to shape continental digital trends, with its usage patterns often forecasting broader adoption waves across Sub-Saharan Africa. As Africa's digital transformation accelerates, Northern countries maintain their position at the forefront of the continent's evolving social media landscape.

By:  Nana Appiah Acquaye