In 2026, Guinea-Bissau has seen a significant increase in social media users, reaching around 1.2 million, which is nearly half of its population. The penetration rate of 45% indicates growing digital engagement, driven by increased mobile access and internet infrastructure. Marketers are capitalizing on this trend, allocating approximately €2.5 million for social media advertising, aiming to reach this expanding online audience effectively.
The average user spends about 2.5 hours daily on social platforms, primarily on Facebook. This high engagement level presents valuable opportunities for brands to enhance their digital presence and target consumers efficiently. As social media continues to evolve, local businesses are expected to invest more in targeted marketing strategies to capitalize on this digital shift, fostering economic growth and digital literacy.