It's worth starting with general data to give you an insight into how the top 3 social media platforms are doing in 2022. That way, you can visualize the full picture and realize the magnitude of the possibilities you can enjoy.
HubSpot has calculated that at least 4.62 billion people (out of a global population of more than 8 billion) have social media accounts. This means that at least every second person on the planet periodically checks his/her Instagram feed or likes posts on Facebook;
At least 30 users registered on some social network while you were reading this statement (13 new users/second);
An average user spends 2 hours and 27 minutes a day to surf social media;
Almost all people who use the Internet have social media accounts (about 93%);
The most avid fans of social media are Filipinos, Ghanaians, Nigerians. They spend the most time there;
North Koreans, Japanese, and Dutch spend minimum time online;
At least $174 billion will be spent by businesses and individuals on targeted social media advertising in 2022.
What Marketers Say
Marketers with relevant experience can be more revealing about the realities of working with social networks.
HubSpot did a survey among marketers: 77% of experts say their social media advertising efforts were exceedingly fruitful in 2021;
Experts say Instagram, Facebook, and YouTube ads are proving to be highly effective;
In terms of engagement, Snapchat, Twitch, and Clubhouse are are underperforming;
68% of marketers turn to Influencers to reach superior outcomes in brand promotion;
That said, over 60% of specialists prefer to cooperate with micro-influencers (those with up to 10,000 subscribers), and a scant 30% of them turn to macro-influencers (those with over a million subscribers). They point out: this way, at a reduced cost, you can get a higher percentage of conversions relative to the total number of followers;
To grab users' interest in a brand or product, 80% of marketers resort to the use of humorous short videos.
Top Platforms by Number of Users
Active users (MM)
Most Popular Social Networks Stats
Now, let's explore the stats about the top 3 most popular social networks - the field of activity for most marketers.
We will cede supremacy to Facebook, which is the most popular in the world of social networking.
Every third person on the planet has a profile on this social network. All in all, it's more than 3 billion people, and the number is climbing nonstop;
If we take all Internet users as 100%, it turns out that almost 60% of them are registered on Facebook;
66% of the registered users visit their accounts every day to stay in touch with friends, check their news feeds, or engage with brands;
By the way, 66% of users interact with publications of local brands at least once a month;
About 30% of Facebook users bought products or services advertised on the social network at least once in 2021;
Hindus are the biggest admirers of Facebook. The 416 million users of this social network are from this country. Americans follow with a large margin: 240 million users;
On average, users spend about 20 hours a month on Facebook;
Meta (the company that owns Facebook, Instagram, WhatsApp, etc.) was able to engage the majority of users who have access to the Internet. Out of 4.6 billion people online, 3.5 billion routinely use one or even more Meta products;
98.5% of people prefer to browse Facebook via their mobile devices. Thus, the priority for you is to adapt your marketing campaigns to meet these realities;
According to WeAreSocial, the organic reach of this social network is slightly above 5%. Keep in mind that these values are plummeting markedly every year. Just four years ago, Facebook boasted an organic reach of nearly 8% of posts. In short, for effective and fruitful marketing, you now need to buy paid Facebook ads;
Facebook's price per click is constantly changing. In the first quarter of the year, the cost is always lower, averaging about $0.43. In the second quarter, the price always soars to about $0.50;
eMarketer predicts that by the end of 2022, Facebook ad revenue will surge by at least another 15%.
Instagram is an offshoot of Meta. The algorithms and innovations have made it a super attractive platform for businesses in 2022. On this social network, you can now sell everything from a pair of socks to software development services.
Just take a look at today's Insta stats, and you'll realize how much it has blossomed:
Instagram is one of the leaders in the battle between social networks. Thus, about 1.5 billion people are registered on Insta;
More than 80% of Instagram users also enjoy scrolling down their Facebook feed or liking tweets on Twitter (about 50% of users). And what does it mean for marketers? Publishing the same ads everywhere will not pass because you are actually targeting the same audience. You should make your marketing campaigns unique and inimitable for each social network;
Instagram is equally loved by both women and men (50.8% identify themselves as women and 49.2% as men);
As it is with Facebook, Hindus (201 million users) and Americans (almost 160 million users) are Instagram biggest fans;
If your target audience is users from Brunei, Guam, the Cayman Islands, or Kazakhstan, you definitely need to prioritize Instagram and focus your marketing strategy accordingly. These countries have the highest rate of reach;
Short, colorful, humorous videos do a great job of grabbing attention for a brand on Instagram. According to the Instagram Trends Research Study, more than 90% of users watch videos on the social network at least once a week;
Paid advertising in Insta Stories is also bearing fruit, as about 500 million accounts post Stories every day;
Also, 50% of Insta users say they've clicked through to a brand's account/site after spotting its ads by browsing Stories;
9 out of 10 accounts on this social network are subscribed to at least one brand page;
The average engagement rate on this social network is 0.83%. What's more, when the number of followers on an account spikes, engagement rolls rapidly downward;
About 45% of Insta users make monthly purchases on this social network;
Although this social network is inferior to Facebook in terms of the number of users, Instagram's advertising reach is higher.
This social network is the most widely used platform for sharing and watching videos of different lengths and content.
It is so content-rich that you can find videos on any topic you have in mind. Accordingly, you can find an opportunity and an audience to promote any brand or product on the expanse of YouTube.
In 2022, 54% of people registered on YouTube identify themselves as male. Last year, that number was higher;
Alexa claims users spend an average of about 20 minutes a day on the platform;
Almost 100% of YouTube users also use other social networks such as Instagram or Facebook. If you're promoting a product on multiple platforms, you better make your marketing campaigns recognizable but with social media specifics in mind;
This is an incredibly popular platform. It's the second most visited website on the entire web, surpassed only by Google: over 14 billion visits a month;
Traditionally, the largest part of audience on YouTube is from India (456 million users);
About 22% of users watch videos on this platform through their mobile devices. Adapt your marketing campaigns to be compatible;
Most often, users go to YouTube in search of music. In fact, the most popular queries are "song", "songs", "DJ", "dance". If you want to succeed in promoting your brand, then take advantage of this fact;
YouTube Shorts have become very trendy this year and are gaining about 15 billion views every single day;
If you're ready to start promoting a brand or product with YouTube, then be aware that advertising there can reach over 2 billion users.
These are the social media statistics for the year 2022. Compared to the 2021 results, we witness substantial changes along the way: some of them are fairly surprising, while others continue to show a steady trend. Nevertheless, being aware of this data is of paramount importance so that your marketing campaigns will yield value for your clients' businesses.