Tunisia’s social media landscape: 7.7 million on Facebook, 3.5 million Instagram users

A study by the Media Net Foundation, released in April 2024, reveals a growing digital engagement among Tunisians, with Facebook leading the pack.

According to the findings, 7.7 million Tunisians now have Facebook accounts, marking a 14% increase compared to 2023.

Meanwhile, Instagram usage has surged by 19% over the same period, with 3.5 million users.

The report also notes that 2.32 million Tunisians are registered on LinkedIn, showcasing the platform’s relevance among professionals.

Messenger ranks as the second most-used application, followed by TikTok, which has seen a remarkable growth rate of 75%.

A closer look at demographic trends shows that Facebook remains most popular among users aged 35 to 54, who constitute 31% of its audience.

However, younger Tunisians, aged 25 to 34, are gravitating more towards Instagram.

TikTok dominates among those under 24, reflecting its appeal to the youngest segment of the population.

Amid the rise of influencers and content creators on social media, the Tunisian government has established a dedicated unit to monitor their activities and ensure compliance with tax obligations.

During discussions on the Ministry of Finance’s 2025 budget, Finance Minister Sihem Nemsia Boughdiri emphasized efforts to regulate this sector.

“We have conducted tax audits amounting to 15 million dinars for this category,” she noted.

The increasing prevalence of social media platforms in Tunisia not only highlights shifts in user preferences but also underscores the state’s push to integrate this digital phenomenon into the fiscal system.