In 2026, Facebook remains a dominant social media platform in Eswatini, with nearly 68% of adults actively engaged. The platform's user base has grown to approximately 1.2 million, reflecting increased digital adoption and mobile internet access. Users spend an average of 48 minutes daily on Facebook, providing ample opportunities for targeted marketing campaigns and brand engagement. Businesses are increasingly leveraging Facebook ads, with over 12,000 local companies investing significantly in social media marketing.
The advertising expenditure on Facebook in Eswatini has reached around $4.8 million USD, indicating a robust digital economy and growing confidence in social media marketing ROI. Small and medium enterprises are the primary users, utilizing Facebook's targeted advertising tools to reach diverse demographics. This trend highlights Facebook's critical role in digital marketing strategies within Eswatini, fostering economic growth and digital literacy across sectors.