Insights from the 2024 Social Media Analysis of 55 Zimbabwean Companies
Social media marketing is no longer just about posting content, it’s about building relationships. As I analyzed the social media performance of 55 Zimbabwean companies across key sectors, one thing became abundantly clear: the brands that succeed are the ones that truly understand their audience and engage with them meaningfully.
In my report, which evaluated data from LinkedIn, Facebook, Instagram, X (formerly Twitter), and TikTok over 105 days, I uncovered both the triumphs and pitfalls of social media strategies in Zimbabwe. The findings are a wake-up call for businesses to rethink their approach to digital marketing. Let’s dive into the insights, celebrate the top performers, and explore what others can learn from their success and failures.
The Big Picture
Social media marketing is about more than just follower counts and posting frequency—it’s about building relationships. As I wrote in the report, “The moment a brand starts building stronger relationships with its audience, that’s when brand awareness begins to rise. Followers increase, engagement grows, and eventually, you see leads, sales, and repeat customers.”
Yet, many companies still treat social media as an afterthought, focusing on vanity metrics rather than meaningful engagement. The data reveals that while most companies prioritize Facebook, engagement varies widely. LinkedIn remains underutilized, TikTok adoption is surprisingly low, and many brands struggle to diversify beyond a single platform.
Top 10 Overall Rankings
The report ranks companies based on 16 variables, including follower counts, posting frequency, and engagement scores across platforms. Here are the top 10 overall performers:
2. CBZ Holdings Limited ?
4. Old Mutual ZW ?
7. TelOne Zimbabwe ?
8. NMBZ Holdings ?
9. Steward Bank ?
10. FBC Holdings Limited s
Econet’s dominance is no surprise, given its early market entry and widespread network coverage. However, as I noted in the report, “While Econet and NetOne have large followings, their engagement scores don’t always match their posting volumes. High posting volumes alone do not guarantee meaningful interactions.”
CBZ Holdings and Stanbic Bank, on the other hand, demonstrate that quality trumps quantity. Stanbic, in particular, leads the engagement rankings, proving that “high engagement can be achieved with fewer, high-quality posts.”
Top 10 Engagement Rankings
Engagement is the true measure of social media success. Here are the top 10 companies based on engagement scores:
2. Liquid Home Zimbabwe ?
3. CBZ Holdings Limited ?
5. InnBucks
6. NMBZ Holdings ?
7. EcoCash ?
10. O'mari Zimbabwe
Stanbic Bank’s top position in engagement rankings is a testament to its effective content strategy. As I highlighted in the report, “Stanbic’s success demonstrates the importance of creating high-quality, engaging content rather than relying on high posting volumes.”
Liquid Home, another standout, achieves high engagement with fewer posts, particularly on Instagram and X. This underscores the importance of platform-specific strategies. As I wrote, “Liquid Home’s success shows that high engagement can be achieved with fewer, high-quality posts, while Econet and NetOne’s high posting volumes do not translate into proportional engagement.”
The TikTok Dilemma
One of the most striking findings is the underutilization of TikTok. Out of the 55 companies analyzed, only 19 have a presence on the platform, less than 50%. This is a missed opportunity, especially considering that “most Millennials and younger generations are active on TikTok.”
In the report, I criticized companies for being “too formal and overly sales-driven” on TikTok, a platform that thrives on authenticity, creativity, and entertainment. “If your company doesn’t adapt to these new trends, you risk being left behind as competitors who understand the platform begin to dominate.”
ZimGold is the only FMCG company with a presence on TikTok, while the banking sector is completely absent. This lack of engagement on TikTok is a glaring gap in Zimbabwean companies’ social media strategies.
The X Factor
X (formerly Twitter) is another platform where Zimbabwean companies struggle. While most are present, engagement is practically nonexistent. I attribute this to a lack of understanding of the platform’s dynamics. “X is a violent space, it’s a clash of ideas, opinions, and personalities. Your audience is there, but do you have the guts to appeal to them?”
Brands like Ryanair and Nando’s Chicken are cited as examples of companies that have mastered the art of being bold and witty on X. In contrast, Zimbabwean companies often use X as a customer support center, missing out on the platform’s potential for real-time engagement and brand building.
Content Variety
One area where Zimbabwean companies are seriously lacking is content variety. Most stick to videos and fliers, rarely incorporating pictures or other forms of content. In the report, I suggested a more multi-faceted approach: “Instead of constantly posting ‘Buy our flour!’ you could share recipes, teach your audience about the best baking standards, or show them how the flour is made.”
Transerv, a car parts shop, is a good example. They create educational mini-articles about car maintenance on their WhatsApp groups, imagine if they can then repurpose them into LinkedIn posts, Facebook nuggets, and TikTok videos. This approach not only educates but also entertains and engages the audience, subtly guiding them toward the brand’s products.
The Power of Engagement
Engagement is the cornerstone of social media success. In the report, I emphasized that “if you want your audience to engage with you, you need to engage with them as well.” This means responding to DMs, liking comments, and making your audience feel seen and valued.
The example of Chop Chop Restaurant illustrates this perfectly, “If Chop Chop’s admin likes one of Simba’s posts, Simba feels acknowledged and is more likely to engage again. A relationship begins to form.” This organic engagement drives brand loyalty and, ultimately, sales.
Platform Strategy
Each social media platform has a different algorithm, and what works on one might not work on another. Yet, many Zimbabwean companies post the same content across all platforms. I attribute this to a lack of resources and support from top management. “Social media isn’t just a side project, it’s a critical component of modern marketing that requires resources, strategy, creativity, and consistency.”
Final Thoughts
This report serves as a wake-up call for Zimbabwean companies to rethink their social media strategies. While platforms like Facebook remain dominant, the future lies in diversification and platform-specific strategies. TikTok and LinkedIn, in particular, represent untapped opportunities for growth. As I concluded in the report, "Social media success doesn’t happen overnight, but with the right approach, it can transform your brand and drive real results.” The time to act is now.
What do you think? Are Zimbabwean companies ready to embrace the full potential of social media, or will they continue to play catch-up? Let’s discuss in the comments!
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