While there has been a declining percentage use of Facebook use in comparison to other social media platforms in recent years, Facebook and social media is still the easiest way to reach large numbers of audiences and track the effect of ones marketing efforts. In Africa, there is a growing use of YouTube unlike other regions. This coincides with the increase in the use of smart phones which are fairly priced, fiber network through out the continent and a growing young generation of tech savy youth.
It's important to not any decline in the percentage use of Facebookcoincides with growing use of other social media platforms.
Given this, it is natural that it follows that marketers focus their efforts on the best performing For their target audience and grow advertising channels in social media.