Digital Marketing: The State of Digital in Tanzania 2024/25
Sometime last year, I shared a summarized article on the state of digital and social media data for the world in 2023/24. Today, I present data focused on Tanzania’s digital performance and social media landscape for 2024 through January 2025. Credit goes to the key contributors of this report: DataReportal, We Are Social, and Meltwater.
This analysis highlights digital adoption trends and social media usage patterns in Tanzania during this period.
Internet Usage in Tanzania 2024/25
As of early 2025, there were 20.2 million internet users in Tanzania, with internet penetration standing at 29.1 percent of the total population. This represents a notable increase of 3 percent from January 2024. Despite this growth, 49.3 million people in Tanzania remained offline at the start of 2025, accounting for 70.9 percent of the population. Limited access to digital resources continues to be a challenge.
Social Media Adoption in Tanzania 2024/25
Tanzania had 6.75 million active social media users as of January 2025, reflecting a 20 percent increase from early 2024. Social media users represented 19 percent of the total population by the start of 2025. Data also showed that 40.3 percent of Tanzania’s social media users were female, while 59.7 percent were male.
Platform-Specific Insights
- Facebook: As of January 2025, Facebook had 6.75 million users in Tanzania, an increase from 5.65 million users in January 2024. This growth of over 1 million users represents a 14.4 percent increase in Facebook’s potential ad reach.
- Instagram: Instagram had 3.70 million users in Tanzania in early 2025. This marks an 18.3 percent growth from January 2024. Instagram’s audience was composed of 38.7 percent females and 61.3 percent males.
- LinkedIn: LinkedIn had 1.50 million registered members in Tanzania as of early 2025, up from 1.20 million in early 2024. This growth positioned LinkedIn’s ad reach at 4.2 percent of Tanzania’s population aged 18 and above.
- X (formerly Twitter): X had 666,000 users in Tanzania in early 2025, reflecting a 7 percent growth from 621,100 users in early 2024. X’s potential ad reach accounted for 3.3 percent of Tanzania’s internet user base at the start of 2025.
Key Takeaways
The data clearly shows steady growth in Tanzania’s digital landscape from 2024 to 2025. With increased internet penetration and rising social media engagement, businesses, marketers, and content creators have a broader audience to reach. Understanding these trends will enable informed decisions about which platforms best align with target demographics.
For businesses seeking to expand their digital marketing efforts in Tanzania, leveraging platforms like Facebook, Instagram, LinkedIn, and X offers significant opportunities in 2025.
