By 2026, Samoa has seen a steady increase in social media users, reaching 120,000 active users, which accounts for over half of the population. Facebook remains the dominant platform, driven by local communities and businesses leveraging digital marketing to connect with audiences. The average daily usage of 1 hour 45 minutes reflects growing digital engagement, especially among younger demographics seeking entertainment and information.
The social media advertising market has expanded significantly, with a spend of approximately SBD 4.2 million. This growth indicates increased investments in digital marketing strategies among local brands and international companies targeting Samoan consumers. As internet penetration improves and mobile device usage increases, Samoa's social media ecosystem is set to become even more influential in shaping consumer behavior and community interactions.