WhatsApp remains the most popular social network in Morocco, used by 76% of the population. This instant messaging is particularly popular with young people aged 18 to 34 and city dwellers, with respective usage rates of 84% and 83%. Singles also seem to favor this platform, with usage reaching 91%.
WhatsApp’s popularity is enhanced by its innovative features, such as sending high-definition photos and videos and the ability to edit sent messages. In 2024, new features, such as login by username and screen sharing during video calls, should further strengthen its attractiveness.
Facebook and Instagram on the podium
Despite a slight drop of 3 points between 2023 and 2024, Facebook remains the second most used social network in Morocco, with 65% of users. This platform mainly attracts young adults and city dwellers. To counter its decline in attractiveness, Facebook is banking on artificial intelligence to offer ultra-personalized video content, thus hoping to revitalize its user engagement.
Instagram, with 40% of users, remains in third place. It is particularly popular with women and young people aged 18 to 34. New features like comment stickers and story filters help keep users engaged.
Taking inspiration from Telegram, Instagram now allows content creators to create one-way discussion spaces, thereby strengthening connections with their followers.
TikTok and Telegram are progressing
TikTok and Telegram have recorded the most significant growth in recent times. With 19% of users, TikTok stands out as the fourth most used platform, thanks to its educational and informative content. Telegram, for its part, attracts 10% of Moroccans, rising to fifth place thanks to its numerous group communication features.
Snapchat and LinkedIn are struggling to take off, with 8% and 6% of users respectively. Snapchat, in particular, has lost ground, falling to sixth place. To reverse the trend, the platform is banking on features allowing creators to generate income and on augmented reality tools for online commerce. LinkedIn, for its part, uses artificial intelligence to make networking more strategic and personalized, hoping to attract more professionals.
Twitter, now renamed “X”, recorded slight progress, reaching 4% of users. The platform plans to launch a payment solution in 2024, as part of its ambition to become “multi-platform”. Pinterest, with 3% of users, remains stable. Its partnership with Google for the integration of advertisements could, however, boost its use.
Despite these developments, 20% of Moroccans remain not connected to social networks. This group is mainly made up of seniors, people living in rural areas, and those with a low level of education. Efforts to include these populations in the digital landscape could constitute an important area of development for the years to come.
