Social Media in Ghana 2025: Key Trends, User Insights, and Platform Popularity

Social media continues to shape the digital landscape in Ghana, with 2025 showing strong growth in user numbers, engagement, and platform diversity.

New data from various digital reports offer an in-depth look at how Ghanaians are using social media, which platforms are leading the pack, and what advertisers should expect in the near future.

User Base and Demographics

As of January 2025, Ghana recorded approximately 7.95 million active social media user identities. This figure represents 22.9% of the country’s total population. Among adults aged 18 and above, about 39.2% are actively engaged on social media.

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The gender split shows a leaning toward male users, who constitute 57.3% of the total, while females make up the remaining 42.7%. Social media user identities increased by 550,000 between January 2024 and January 2025, reflecting a 7.4% growth rate.

Platform Preferences

Facebook remains the dominant platform, with an estimated 10.09 million users. The most active demographic falls within the 25–34 age range, and men account for 57.8% of this user base.

Instagram follows with approximately 2.31 million users, again led by the 25–34 age group and with 55.8% male users.

Messenger also maintains a strong presence with 8.17 million users, while LinkedIn reports around 3.08 million, largely from professionals in the same age bracket.

YouTube and TikTok have also seen significant growth. YouTube boasts an estimated 7.8 million users, while TikTok has surged to approximately 7.4 million users—an indication of the growing influence of short-form video content among younger Ghanaians.

WhatsApp, though lacking official user numbers in the latest reports, remains the most used platform, with 93% of internet users in Ghana reporting regular use.

Engagement Time and Behavior

Ghanaians are highly active on social media, spending an average of 3 hours and 20 minutes per day across various platforms. This positions the country among the most engaged social media audiences globally.

Advertising and Revenue Forecast

Social media advertising in Ghana is also on the rise. In 2025, ad spending is expected to reach US$18.07 million. Forecasts suggest this figure will grow at an annual rate of 10.24%, reaching US$26.69 million by 2029.

Mobile continues to dominate the ad space, with projections indicating that 70% of all social media ad spending in Ghana will be mobile-generated by 2029.

Conclusion

The social media landscape in Ghana is evolving rapidly, shaped by demographic shifts, platform diversification, and growing advertising investments.

With more users and longer engagement times, businesses and content creators have ample opportunities to connect with audiences in meaningful and impactful ways.

If you’re looking to engage with Ghana’s digital audience in 2025, being active across multiple platforms and tailoring content to the 25–34 age group could be the key to success.