Tag: SocialMedia

You’re lying on the couch after a long day, scrolling through Instagram. Someone is drinking cocktails in Bali. Someone else is unboxing a new handbag. A 25-year-old is smugly explaining the “five things she did to become financially free”. Another reel tells you that your savings “should” reach a certain number by 40. That number makes your stomach drop. You put your phone down and feel vaguely as though you’re failing at life.

Reaching young audiences in South Africa is becoming increasingly complex. Social platforms dominate discovery. However, attention is fragmented, competition is intense, and many brands still operate on outdated assumptions about how younger generations think, spend and engage.