DIGITAL & TRENDS

Social media usage worldwide

 Table of Contents

01 Overview 04 Usage
Worldwide digital population July 2022 04 Leading social media usage reasons worldwide 2021 23
Number of global social network users 2018-2027 05 Average daily time spent on social media worldwide 2012-2022 24
Global social network penetration 2018-2027 06 Global users daily time on social media apps 2020-2021, by gender 25
Social media revenue of selected companies 2021 07 Global users daily time on social media apps 2020-2021, by age group 26
Media usage in an online minute 2022 27
02 Regional overview Social media as a news source worldwide 2022 28

Social network users in selected countries in 2022 and 2027 09

Distribution of global social media users 2022, by region 10 05 Facebook
Social media: global penetration rate 2022, by region 11 Global number of Facebook users 2018-2027, by region 30
Number of worldwide social media users 2022, by region 12 Countries with the most Facebook users 2022 31
Social media: active usage penetration in selected countries and territories 2022 13 Countries with biggest Facebook reach 2022 32
Facebook access penetration 2022, by device 33
03 Leading social media Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022 34

Global social networks ranked by number of users 2022 15 Facebook: number of daily active users worldwide 2011-2022 35

Most downloaded social media apps worldwide 2021 16 Most popular Facebook fan pages 2022 36

Most popular social networks worldwide 2021, by reach 17 Facebook user engagement of leading publishers 2022 37

Leading iPhone social media apps worldwide 2022, by downloads 18 Facebook brand post engagement 2021, by vertical 38

Leading iPhone social media apps worldwide 2022, by revenue 19

Leading Android communication apps worldwide 2022, by downloads 20 06 Instagram
Leading Android communication apps worldwide 2022, by revenue 21 Countries with biggest Instagram reach 2022 40

1
 Table of Contents

Number of monthly active Instagram users 2013-2021 41 Social network ad spending per user worldwide 2017-2025 60
Instagram: distribution of global audiences 2022, by age group 42 Social media platforms used by marketers worldwide 2021 61
Instagram: distribution of global audiences 2022, by age and gender 43 Benefits of social media marketing worldwide 2021 62
Instagram accounts with the most followers worldwide 2022 44 Future use of social media among marketers worldwide 2022, by platform 63
Instagram: favorite types of posts for global users 2022 45 Organic vs. paid social media used by B2C marketers worldwide 2021 64
Instagram: most popular posts as of 2022 46 Organic vs. paid social media used by B2B marketers worldwide 2021 65
Social media platforms with highest ROI worldwide 2021 66
07 TikTok Social media platforms with highest ROI for B2B marketers worldwide 2021 67

TikTok: distribution of global audiences 2022, by gender 48 Most effective social media platforms for B2B marketers worldwide 2020-2021 68

TikTok: distribution of global audiences 2022, by age and gender 49

Average weekly time spent on TikTok worldwide 2021 50 09 Data requests
Global TikTok iOS MAU 2019-2022 51 Facebook: user data requests from federal agencies & governments H2 2021, by country 70
Global TikTok iOS DAU 2019-2022 52 Facebook: user data requests by U.S. federal authorities 2013-2021 71
Global TikTok Android MAU 2019-2022 53 Twitter: user data requests from federal agencies and governments H2 2021 72
Global TikTok Android DAU 2019-2022 54 Twitter: total number of data removal requests as of H1 2021 73
TikTok first-time installs per quarter 2016-2021 55 Twitter: data removal requests from countries and institutions H2 2021 74
TikTok annual installs 2017-2021 56 Snapchat: user data requests by U.S. federal authorities 2014-2021 75
Most popular TikTok users worldwide 2022 57 TikTok: account removed 2020-2022, by reason 76

08 Social media marketing and advertising

Digital Market Outlook: largest social media ad markets worldwide 2022 59

2
CHAPTER 01

Overview
 Number of internet and social media users worldwide as of July 2022 (in
billions)
Worldwide digital population July 2022

5.03
5 4.7
Number of users in billions

0
Internet users Social media users

4 Description: As of April 2022, there were more than five billion internet users worldwide, which is 63.1 percent of the global population. Of this total, 4.7 billion or 59 percent of the world's population were social media users. Read more
Note(s): Worldwide; July 2022
Source(s): DataReportal; Hootsuite; We Are Social
 Number of social media users worldwide from 2018 to 2027 (in billions)
Number of global social network users 2018-2027

5.85
6 5.64
5.42
5.17
4.89
5
Number of users in billions

4.59
4.26
3.9
4
3.51
3.1
3 2.73

0
2017 2018 2019 2020 2021 2022 2023* 2024* 2025* 2026* 2027*

5 Description: Social media usage is one of the most popular online activities. In 2021, over 4.26 billion people were using social media worldwide, a number projected to increase to almost six billion in 2027. Read more
Note(s): Worldwide; 2018 to 2022; *Forecast Internet users who use a social network site via any device at least once per month Read more
Source(s): Statista
 Social network penetration worldwide from 2018 to 2027
Global social network penetration 2018-2027

80%
74%
72%
69%
70% 67%
64%
60%
60% 56%
52%
Share of population

50% 47%
42%
40%

30%

20%

10%

0%
2018 2019 2020 2021 2022 2023* 2024* 2025* 2026* 2027*

6 Description: In 2021, approximately 56 percent of the global population were social media users. This share is projected to increase to 74 percent of the global population by 2026. Social networking is one of the most popular online activities worldwide - as of 2022,
global social media audiences amounted to 4.59 billion users. Read more
Note(s): Worldwide; 2018 to 2022; * Forecast. Internet users who use a social network site via any device at least once per month Read more
Source(s): Statista
 Revenue of selected social media companies from 2014 to 2021 (in million
U.S. dollars)
Social media revenue of selected companies 2021

Meta** Twitter Snapchat Yelp LinkedIn*

140,000

120,000
Revenue in million U.S. dollars

100,000

80,000

60,000

40,000

20,000

0
2014 2015 2016 2017 2018 2019 2020 2021

7 Description: In 2021, Meta Platforms, formerly Facebook Inc., had a total annual revenue of over 117 billion U.S. dollars, up from 85.96 in 2020. Additionally, for 2021, Twitter reported a revenue of 5.07 billion U.S. dollars, an increase of over 1.3 billion U.S. dollars from
the previous year. Read more
Note(s): Worldwide; 2014 to 2021; *In December 2016, Microsoft finalized its $26 billion acquisition of LinkedIn. LinkedIn results are now part of Microsoft's Product Revenue and Service and Other Revenue segment. **In 2021 Facebook Inc [...] Read more
Source(s): Facebook; LinkedIn; Snap Inc.; Twitter; Yelp
CHAPTER 02

Regional overview
 Number of social network users in selected countries in 2022 and 2027 (in
millions)
Social network users in selected countries in 2022 and 2027

Social network users in millions

2027* 2022

0 200 400 600 800 1,000 1,200 1,400

China 1,212.38
1,021.96
India 1,177.5
755.47
United States 327.22
302.25
Indonesia 261.7
217.53
Brazil 188.35
165.45
Russia 126.37
115.05
Japan 113.03
101.98
Mexico 122.07
98.21
Philippines 92.68
84.07
Vietnam 81.63
72.29
Turkey 76.58
67.11
United Kingdom 65.23
61.67
Germany 73.15
60.88
Thailand 59.32
56.27

9 Description: According to recent projections, the number of social media users in China reached 1.02 billion in 2022, and is expected to reach 1.21 billion by 2027. India, ranking second in terms of user numbers, reached 755 million social media users in 2022, and is
estimated to reach 1.17 billion by 2027. Overall, the United States has the third largest social network audience, followed by Indonesia and Brazil. Read more
Note(s): Worldwide; 2022; internet users who use a social network site at least once a month; * Forecast China data excludes Hong Kong Internet users who use a social network site via any device at least once per month. Read more
Source(s): Statista
 Distribution of worldwide social media users in 2022, by region
Distribution of global social media users 2022, by region

Share of social media users

0% 5% 10% 15% 20% 25% 30%

Eastern Asia 26%

Southern Asia 18.44%

Southeast Asia 11.02%

Northern America 9.47%

South America 6.68%

Central & Western Europe 5.7%

Eastern Europe 4%

Southern Europe 3.99%

Western Asia 3.57%

Northern Africa 3.36%

Western Africa 1.93%

Eastern Africa 1.44%

Southern Africa 0.99%

Northern Europe 0.64%

Australia & Oceania 0.61%

10 Description: As of 2022, 26 percent of worldwide social media users were located in Eastern Asia, followed by 18.44 percent of using being located in Southern Asia. Overall, Northern America accounted for almost 9.5 percent of all social media users, whilst Central
Africa made up just 0.46 percent. Read more
Note(s): Worldwide; 2022
Source(s): Statista
 Global social network penetration rate as of January 2022, by region
Social media: global penetration rate 2022, by region

Share of population
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Northern Europe 85%

Western Europe 84%

Northern America 82%

Southern America 79%

Southern Europe 76%

Central America 73%

Southeastern Asia 72%

Eastern Europe 70%

Western Asia 70%

Eastern Asia 69%

Oceania 66%

Global 58.4%

Northern Africa 56%

Caribbean 55%

Southern Africa 45%

11 Description: As of January 2022, Western Europe ranked first in terms on global social network penetration rate, with 84 percent. Northern Europe followed closely with 84 percent, and Northern America ranked third with a penetration rate of 82 percent. Overall, the
global average was 58.4 percent. Read more
Note(s): Worldwide; January 2022; Social media users as a share of total population
Source(s): DataReportal; Hootsuite; We Are Social
 Number of social network users worldwide in 2022, by region (in millions)
Number of worldwide social media users 2022, by region

Number of active social media users in millions

0 200 400 600 800 1,000 1,200 1,400

Eastern Asia 1,194.2

Southern Asia 847.17

Southeast Asia 506.3

Northern America 434.93

South America 306.76

Central & Western Europe 261.89

Eastern Europe 183.7

Southern Europe 183.26

Western Asia 163.9

Northern Africa 154.18

Western Africa 88.68

Eastern Africa 65.93

Southern Africa 45.31

Northern Europe 29.18

Australia & Oceania 27.79

12 Description: In 2022, Eastern Asia accounted for over 1.1 billion social media users, the majority of which were located in China. Additionally, Southern Asia had a total of 847 million social media users, whilst central Africa was home to just over 21 million users. Read
more
Note(s): Worldwide; 2022
Source(s): Statista
 Active social network penetration in selected countries and territories as
of January 2022
Social media: active usage penetration in selected countries and territories 2022

Share of population
0% 20% 40% 60% 80% 100% 120%

UAE 106.1%

Malaysia 91.7%

South Korea 91.2%

Sweden 90.8%

Netherlands 90.7%

Singapore 89.5%

Taiwan 89.4%

New Zealand 89.2%

Hong Kong 88.1%

Spain 87.1%

Canada 87.1%

Germany 86.5%

Argentina 86.3%

Switzerland 86.2%

Denmark 85.3%

13 Description: As of January 2022, the UAE had an active social network penetration rate of 106.1 percent. Malaysia ranked in second place with 91.7 percent and South Korea ranked third, with 91.2 percent. The overall worldwide average for social media penetration
rate was 58.4 percent. Read more
Note(s): Worldwide; January 2022; Active social media users as percentage of the total population
Source(s): DataReportal; Hootsuite; We Are Social
CHAPTER 03

Leading social media

 Most popular social networks worldwide as of January 2022, ranked by
number of monthly active users (in millions)
Global social networks ranked by number of users 2022

Number of active users in millions

Facebook 2,910

YouTube 2,562

WhatsApp* 2,000

Instagram 1,478

Weixin / WeChat 1,263

TikTok 1,000

Facebook Messenger* 988

Douyin** 600

QQ 574

Sina Weibo 573

Kuaishou 573

Snapchat 557

Telegram 550

Pinterest 444

Twitter 436

15 Description: Market leader Facebook was the first social network to surpass one billion registered accounts and currently sits at more than 2.89 billion monthly active users. The company currently also owns four of the biggest social media platforms, all with over one
billion monthly active users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram. In the third quarter of 2021, Facebook reported over 3.58 billion monthly core Family product users. Read more
Note(s): Worldwide; January 2022; social networks and messenger/chat app/voip included; figures for TikTok does not include Douyin; *Platforms have not published updated user figures in the past 12 months, figures may be out of date and less [...] Read more
Source(s): DataReportal; Hootsuite; Kepios; Various sources (Company data); We Are Social
 Leading social media apps worldwide in 2021, by downloads (in millions)
Most downloaded social media apps worldwide 2021

Number of downloads in millions

0 100 200 300 400 500 600 700

TikTok 656

Instagram 545

Facebook 416

WhatsApp 395

Snapchat 327

Twitter 171

MX TakaTak 128

Discord 121

WeChat 109.4

Josh 111

16 Description: In 2021, TikTok was the world's leading social media app, with 656 million downloads, surpassing all the mobile versions of Meta-owned social media platforms. The mobile app for photo and video sharing platform Instagram followed with 545 million
downloads. Facebook and WhatsApp generated 416 and 395 million downloads, respectively. Chinese super-app WeChat made the ranking with approximately 110 million downloads from users worldwide in 2021. Read more
Note(s): Worldwide; 2021
Source(s): Apptopia
 Global active usage penetration of leading social networks as of February
2021
Most popular social networks worldwide 2021, by reach

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70%

YouTube 62%

Facebook 61%

WhatsApp 52%

Instagram 39%

Facebook Messenger 36%

Twitter 22%

Snapchat 13%

TikTok 12%

Telegram 10%

17 Description: As of February 2021, YouTube had a global penetration rate of 62 percent, followed closely by Meta's Facebook, with 61 percent. Overall, instant messaging service WhatsApp had a global penetration rate of 52 percent. Additionally, 12 percent of people
used TikTok, and one in ten people around the world use messaging service Telegram. Read more
Note(s): Worldwide; January to February 2021; 24,000 respondents; used for any purpose last week
Source(s): Reuters Institute for the Study of Journalism; YouGov
 Leading iPhone social media apps in the Apple App Store worldwide in
June 2022, by number of downloads (in millions)
Leading iPhone social media apps worldwide 2022, by downloads

Number of downloads in millions

0 2 4 6 8 10 12 14 16

BeReal 13.89

WhatsApp Messenger 6.96

Telegram Messenger 4

Facebook 3.99

Messenger 3.57

WeChat 2.68

Xiao Hong Shu 1.88

Discord - Parla e chatta 1.73

QQ 1.4

Life360 1.31

18 Description: In September 2022, BeReal was the most-downloaded social networking app for iPhone in the Apple App Store worldwide, with the photo-sharing social app reporting almost 14 million downloads from iPhone users worldwide. Meta-owned WhatsApp was
the second most downloaded iPhone app, with the social app generating approximately seven million downloads from iPhone users. Telegram was the third most popular social media app with roughly four million downloads from [...] Read more
Note(s): Worldwide; September 2022; iPhone apps only, excluding iPad apps
Source(s): Airnow
 Leading iPhone social media apps in the Apple App Store worldwide in
September 2022, by revenue (in million U.S. dollars)
Leading iPhone social media apps worldwide 2022, by revenue

Revenue in million U.S. dollars

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5

LINE 4.94

BIGO LIVE - Live, Chat & Meet 4.54

QQ 4.19

WeChat 4.12

Pairs 4.09

Azar - Video Chat 3.73

Zhihu 3.41

Grindr - Gay Dating & Chat 3.08

Tapple 2.63

17LIVE - Live Streaming 2.58

19 Description: In September 2022, LINE was the top-grossing iPhone social networking app app in the Apple App Store worldwide. The service generated almost five million U.S. dollars in revenues from iOS users. Live streaming platform BIGO Live was the second-most
successful social networking app with 4.5 million U.S. dollars in revenues from global users, while Chinese micro-blogging and social media app QQ amassed more than four million U.S. dollars in revenues from users worldwide. Read more
Note(s): Worldwide; September 2022; iPhone apps only, excluding iPad apps
Source(s): Airnow
 Leading communication apps in the Google Play Store worldwide in
September 2022, by number of downloads (in millions)
Leading Android communication apps worldwide 2022, by downloads

Number of downloads in millions

0 5 10 15 20 25

WhatsApp Messenger 20.72

Snapchat 15.27

WhatsApp Business 12.87

Messenger 10.65

Truecaller: Caller ID & Block 8.22

Messenger Lite 5.86

Carrier Services 5.58

Viber - Safe Chats And Calls 5.03

Messages 4.69

Skype 4.66

20 Description: In September 2022, WhatsApp was the most-downloaded communication app in the Google Play Store worldwide. The app generated around 20.7 million downloads from Android users. Snapchat immediately followed with approximately 15.3 million
downloads from global users in the examined month. Read more
Note(s): Worldwide; September 2022; based on downloads to devices worldwide
Source(s): Airnow
 Leading communication apps in the Google Play Store worldwide in
September 2022, by revenue (in U.S. dollars)
Leading Android communication apps worldwide 2022, by revenue

Total revenue in U.S. dollars

0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000

Discord: Talk, Chat & Hang Out 1,722,622

Azar - video chat & livestream 1,503,878

Mocha TN5250 681,791

imo-International Calls & Chat 509,975

LINE: Calls & Messages 509,811

Kik - Messaging & Chat App 501,016

Skype 450,623

Truecaller: Caller ID & Block 385,037

Snapchat 307,527

Cafe - Live video chat 277,660

21 Description: In June 2022, voice-over-Internet and social platform Discord was the top-grossing communication app in the Google Play Store worldwide, with 1.7 million U.S. dollars in revenues. Azar was the second-most successful communication app, with 1.5 million
U.S. dollars in revenues from global users. Read more
Note(s): Worldwide; September 2022; based on total revenue generated worldwide
Source(s): Airnow
CHAPTER 04

Usage
 Most popular reasons for internet users worldwide to use social media as
of 3rd quarter 2021
Leading social media usage reasons worldwide 2021

Share of respondents
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Keeping in touch with friends and family 47.6%

Filling spare time 36.3%

Reading news stories 35.1%

Finding content 31.6%

Seeing what's being talked about 29.5%

Finding inspiration for things to do and buy 27.7%

Finding products to purchase 26.3%

Sharing and discussing opinions with others 24.5%

Making new contacts 23.9%

Watching live streams 23.8%

Seeing content for your favorite brands 23.1%

Work-related networking and research 22.9%

Finding like-minded communities and interest groups 22.1%

Watching or following sports 22%

Following celebrities or influencers 21.7%

23 Description: A survey conducted in the third quarter of 2021 found that almost half of all respondents stated they used social media to stay in touch with friends and family. Filling spare time and reading news stories also appeared to be among the main reasons for
using social media, while just over 21 percent of respondents reported using social media platforms to follow celebrities or influencers. Additionally, 17.4 percent of internet users said that they used social media to support and connect with [...] Read more
Note(s): Worldwide; Q3 2021; 16 to 64 years; internet users
Source(s): DataReportal; GWI; Hootsuite; We Are Social
 Daily time spent on social networking by internet users worldwide from
2012 to 2022 (in minutes)
Average daily time spent on social media worldwide 2012-2022

160
145 145 145 147
142
140 134
128

120 111
104
100 95
Minutes per day

90

80

60

40

20

0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022

24 Description: As of 2022, the average daily social media usage of internet users worldwide amounted to 147 minutes per day, up from 145 minutes in the previous year. Currently, the country with the most time spent on social media per day is the Philippines, with
online users spending an average of three hours and 53 minute on social media each day. In comparison, the daily time spent with social media in the U.S. was just two hours and three minutes. Read more
Note(s): Worldwide; 2012 to 2022; 16-64 years; social media and messaging
Source(s): DataReportal; GWI; Hootsuite; We Are Social
 Average daily time spent by users worldwide on social media apps from
October 2020 to March 2021, by gender (in minutes)
Global users daily time on social media apps 2020-2021, by gender

70
62.59

60

49.53
50
Average minutes per day

40

30

20

10

0
Female Male

25 Description: Between October 2020 and March 2021, female users spent approximately 62.59 minutes per day using social media apps on their smartphones and mobile devices. By comparison, male users spent approximately 49.53 minutes on social media apps
daily. Read more
Note(s): Worldwide; October 2020 to March 2021
Source(s): adjoe GmbH
 Average daily time spent by users worldwide on mobile social media apps
from October 2020 to March 2021, by age group (in minutes)
Global users daily time on social media apps 2020-2021, by age group

70

59.28 59.85 59.23

60 58.35
55.58 56.43

49.12 49.8
50
Average minutes per day

40

30

20

10

0
0-19 20-24 25-29 30-34 35-39 40-44 45-49 50-99

26 Description: Between October 2020 and March 2021, users aged between 40 and 44 years were the demographic spending the largest amount of time engaging with social media apps, with an average of 59.85 minutes per day. Global users aged 19 or younger spent
the least amount of time on social media apps, while users aged 50 years or older spent approximately 56.43 minutes per day on social media apps. Read more
Note(s): Worldwide; October 2020 to March 2021
Source(s): adjoe GmbH
 Media usage in an internet minute as of April 2022
Media usage in an online minute 2022

Amount per minute

Emails sent 231400000
Cryptocurrency purchased (USD) 90200000
Texts sent 16000000
Searches conducted on Google 5900000
Snaps shared on Snapchat 2430000
Pieces of content shared on Facebook 1700000
Swipes on Tinder 1100000
Hours streamed 1000000
USD spent on Amazon 443000
USD sent on Venmo 437600
Tweets shared on Twitter 347200
Hours spent in Zoom meetings 104600
USD spent on DoorDash 76400
Photos shared on Instagram 66000

27 Description: A lot of things happen in an internet minute - millions of messages, e-mails and texts are sent, scrolled and uploaded, and hundreds of thousands of hours of content are consumed. In a 2022 internet minute, one million hours of content were streamed
by users worldwide. Read more
Note(s): Worldwide; April 2022
Source(s): Domo
 Share of adults who use social media as a source of news in selected
countries worldwide as of February 2022
Social media as a news source worldwide 2022

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Kenya
Malaysia
Philippines
Bulgaria
Greece
Chile
Argentina
Mexico
South Africa
Brazil
Hungary
Turkey
Romania
Hong Kong
Croatia

28 Description: During a 2022 survey, 82 percent of respondents from Kenya stated that they used social media as a source of news. In comparison, 28 percent in Japan said the same. Large portions of social media users around the world admit that they do not trust
social platforms either as media sources or as a way to get news, and yet they continue to access such networks on a daily basis. Read more
Note(s): Worldwide; January to February 2022; 2,000*; 18 years and older; *Sample size per market was roughly 2,000. Read more
Source(s): Reuters Institute for the Study of Journalism; YouGov
CHAPTER 05

Facebook
 Number of Facebook users worldwide from 2018 to 2027, by region (in
millions)
Global number of Facebook users 2018-2027, by region

Asia Americas Europe Africa Australia & Oceania

1,600

1,400

1,200
Number of users in millions

1,000

800

600

400

200

0
2018 2019 2020 2021 2022 2023* 2024* 2025* 2026* 2027*

30 Description: Asia is the global region with the biggest Facebook audience worldwide, with over 1.2 billion users in 2022. The Americas ranked second, with 678 million Facebook users. By 2027, it is estimated that there will be 1.5 billion Facebook users in Asia, an
increase of 25 percent. Read more
Note(s): Worldwide; 2018 to 2022; internet users who access their Facebook account via any device at least once per month; * Forecast Read more
Source(s): Statista
 Leading countries based on Facebook audience size as of January 2022 (in
millions)
Countries with the most Facebook users 2022

Number of Facebook users in millions

0 50 100 150 200 250 300 350

India 329.65

United States 179.65

Indonesia 129.85

Brazil 116

Mexico 89.7

Philippines 82.85

Vietnam 70.4

Thailand 50.05

Egypt 44.7

Bangladesh 44.7

Pakistan 43.55

Colombia 35.15

United Kingdom 35.05

Turkey 34.4

France 31.35

31 Description: There are nearly 239.65 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India`s Facebook audience were a country then it would be ranked third in terms of largest
population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 179.65 million, 129.85 million, and 116 million Facebook users respectively. Read more
Note(s): Worldwide; January 2022; 13 years and older; Based on addressable audience only
Source(s): DataReportal; Facebook; Hootsuite; We Are Social
 Countries with the highest Facebook audience reach in January 2022
Countries with biggest Facebook reach 2022

Audience reach
0% 20% 40% 60% 80% 100% 120%

Mongolia* 103.3%

Libya* 101.7%

Philippines* 100.4%

Peru* 93.9%

Tonga* 93.8%

Malta 92.9%

Cambodia 92.6%

Ecuador* 92.2%

Vietnam 89.5%

Samoa 88.4%

Aruba 87.8%

Mexico 87.6%

Bolivia 86.3%

Iceland 85.5%

Greenland 85.1%

32 Description: As of January 2022, Facebook had an addressable ad audience reach 103.3 percent in Mongolia, followed by Libya with 101.7 percent and the Philippines with 100.4 percent. Additionally, the UAE and Georgia raked in joint 20th position, with an 82.5
percent ad reach. Read more
Note(s): Worldwide; January 2022; 13 years and older; *According to the source: "Values should not technically exceed 100%, but data are shown 'as-is,' to enable readers to make their own judgments. Only includes countries and territories with [...] Read more
Source(s): DataReportal; Facebook; Hootsuite; We Are Social
 Device usage of Facebook users worldwide as of January 2022
Facebook access penetration 2022, by device

120%

98.5%
100%

81.8%
80%
Share of users

60%

40%

20% 16.7%

1.5%
0%
Any kind of mobile phone Laptop or desktop computer Both phones and computers Only via a mobile phone

33 Description: Facebook is the leading social network worldwide, and its accessibility through multiple mobile apps as well as its mobile website. In January 2021, over 98 percent of active user accounts worldwide accessed the social network via any kind of mobile
phone. Read more
Note(s): Worldwide; January 2022; 18 years and older
Source(s): DataReportal; Facebook; Hootsuite; We Are Social
 Number of monthly active Facebook users worldwide as of 2nd quarter
2022 (in millions)
Facebook: quarterly number of MAU (monthly active users) worldwide 2008-2022

3,500

3,000
Number of users in millions

2,500

2,000

1,500

1,000

500

0
Q3 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2 Q4 Q2
'08 '09 '09 '10 '10 '11 '11 '12 '12 '13 '13 '14 '14 '15 '15 '16 '16 '17 '17 '18 '18 '19 '19 '20 '20 '21 '21 '22

34 Description: With roughly 2.93 billion monthly active users as of the second quarter of 2022, Facebook is the most used online social network worldwide. The platform surpassed two billion active users in the second quarter of 2017, taking just over 13 years to reach
this milestone. In comparison, Meta-owned Instagram took 11.2 years, and Google`s YouTube took just over 14 years to achieve this landmark.As of January 2022, Facebook`s leading audience base was in India, with almost 330 million users [...] Read more
Note(s): Worldwide; Q3 2008 to Q2 2022
Source(s): Facebook; Meta Platforms
 Number of daily active Facebook users worldwide as of 2nd quarter 2022
(in millions)
Facebook: number of daily active users worldwide 2011-2022

2,500

2,000
Number of users in millions

1,500

1,000

500

0
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
'11 '11 '11 '11 '12 '12 '12 '12 '13 '13 '13 '13 '14 '14 '14 '14 '15 '15 '15 '15 '16 '16 '16 '16 '17 '17 '17 '17 '18 '18 '18 '18 '19 '19 '19 '19 '20 '20 '20 '20 '21 '21 '21 '21 '22 '22

35 Description: During the second quarter of 2022, the number of daily active users on Facebook reached 1.96 billion, a minor increase on the previous quarter. When compared with the number of daily active users in the second quarter of 2021, the platform gained
around 60 million users. Facebook`s penetration rate for the United States in 2022 was 71.43 percent, up from 70 percent in 2020. The social network`s audience reach is projected to be 75.79 percent by 2026. Read more
Note(s): Worldwide; Q1 2011 to Q2 2022
Source(s): Facebook; Meta Platforms
 Most popular Facebook fan pages as of June 2022, based on number of
fans (in millions)
Most popular Facebook fan pages 2022

Number of fans on Facebook in millions

0 50 100 150 200 250

Facebook 214.62

Samsung 159.82

Cristiano Ronaldo 122.28

Real Madrid CF 111.33

Coca-Cola 106.96

FC Barcelona 103.35

Shakira 100.03

Tasty 97.91

Vin Diesel 96.71

Leo Messi 90.16

China Daily 87.69

Eminem 86.52

Mr. Bean 84.81

YouTube 84.35

McDonald's 79.85

36 Description: Apart from being the most-followed person on Instagram, Cristiano Ronaldo is also the most-followed person on Facebook with over 122 million subscribers to his Facebook page in June 2022. Only Facebook itself and tech conglomerate Samsung had
more followers on the social network. Ronaldo`s position in the ranking is even more impressive given that the list of most popular fan pages on Facebook is dominated by global brands rather than individual celebrities. Read more
Note(s): Worldwide; June 2022
Source(s): Facebook; Trackalytics
 Leading publishers on Facebook as of January 2022, by total number of
interactions (in millions)
Facebook user engagement of leading publishers 2022

Number of interactions in million

0 5 10 15 20 25 30 35 40

dailywire.com 36.59

bbc.co.uk 19.01

dailymail.co.uk 17.61

cnn.com 17.54

legit.ng 14.81

foxnews.com 13.9

nbcnews.com 12.86

breitbart.com 11.99

nytimes.com 11.52

rumble.com 11.32

37 Description: As of January 2022, dailywire.com was the biggest web publisher on Facebook, gathering 36.59 million Facebook interactions, including likes, shares and comments on content posted. Second on the list was bbc.co.uk with 19 million interactions. Read
more
Note(s): Worldwide; January 2022; English-language publications only
Source(s): NewsWhip
 Average engagement rate with brand posts on Facebook in 2021, by
vertical
Facebook brand post engagement 2021, by vertical

Average engagement rate per post

0.0% 0.1% 0.1% 0.2% 0.2% 0.3% 0.3%

Alcohol 0.01%

Fashion 0.03%

Financial services 0.05%

Food and beverage 0.04%

Health and beauty 0.02%

Higher education 0.15%

Home decor 0.04%

Hotels and resorts 0.09%

Influencers 0.23%

Media 0.05%

Non profits 0.11%

Retail 0.03%

Sports teams 0.27%

Tech and software 0.02%

Total 0.06%

38 Description: In 2021, the average engagement rate of posts by sports teams on Facebook was 0.27 percent, the highest engagement rate of all selected industries. Additionally, this figure is significantly higher than the overall average of 0.06 percent. Overall,
Influencers achieved a Facebook post engagement rate of 0.23 percent. Verticals such as Tech and Software and Health and Beauty both encountered engagement rates of 0.02 percent. Read more
Note(s): 2021
Source(s): Rival IQ
CHAPTER 06

Instagram
 Countries and territories with the highest Instagram audience reach as of
January 2022
Countries with biggest Instagram reach 2022

Share of population
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Brunei 89%

Kazakhstan 82.7%

Turkey 76.5%

Cyprus 75.7%

Cayman Is. 75.5%

Iceland 73.8%

Guam 72.8%

Chile 72.3%

Sweden 71.3%

Uruguay 71.2%

Panama 70.3%

Monetnegro 69.9%

Barbados 69.2%

Argentina 68.2%

Bahrain 67.5%

40 Description: As of January 2022, Brunei was the country with the highest Instagram audience reach with 89 percent. Kazakhstan also had a high Instagram audience reach, with 82.7 percent of the population using the social network. Although Aruba and Israel saw a
relatively lower audience reach, the photo and video sharing platform still reached more than half of the population in both countries. Read more
Note(s): Worldwide; January 2022; 13 years and older; based on addressable ad audience
Source(s): DataReportal; Facebook; Hootsuite; We Are Social
 Number of monthly active Instagram users from January 2013 to
December 2021 (in millions)
Number of monthly active Instagram users 2013-2021

2,500

2,000
2,000
Number of users in millions

1,500

1,000
1,000
800
700
600
500
500 400
300
200
130 150
90 100

0
Jan '13 Feb '13 Jun '13 Sep '13 Mar '14 Dec '14 Sep '15 Jun '16 Dec '16 Apr '17 Sep '17 Jun '18 Dec '21

41 Description: Instagram is a social media app which focuses on photo and video sharing. It is owned by Facebook, which recently rebranded as Meta, in a move towards the metaverse. As of December 2021, Instagram reached a new milestone of 2 billion active users
worldwide. The platform previously reached 1 billion users in June 2018. Users aged 25 to 34 years made up the biggest Instagram user group by age worldwide, followed by 18 to 24 year olds. Overall, men accounted for 51.6 percent of [...] Read more
Note(s): Worldwide; January 2013 to December 2021
Source(s): CNBC; Instagram; TechCrunch
 Distribution of Instagram users worldwide as of April 2022, by age group
Instagram: distribution of global audiences 2022, by age group

35%
31.7%
30.2%
30%

25%
Percentage of users

20%

15.8%
15%

10% 8.9%
7.8%

5% 3.7%
2.1%

0%
13-17 18-24 25-34 35-44 45-54 55-64 65+

42 Description: As of April 2022, roughly 31 percent of global Instagram audiences were aged between 25 and 34 years. Over two thirds of total Instagram audiences were aged 34 years and younger and this makes the platform particularly attractive for marketers. Read
more
Note(s): Worldwide; April 2022; 13 years and older; based on addressable ad audience
Source(s): DataReportal; Hootsuite; Instagram; We Are Social
 Distribution of Instagram users worldwide as of April 2022, by age and
gender
Instagram: distribution of global audiences 2022, by age and gender

Female Male
18% 17.1%
16.8%

16%
14.6%
14% 13.4%

12%
Percentage of users

10%
8.1%
7.7%
8%

6% 4.9%
4% 4.3%
4% 3.5%
2.2%
2% 1.5% 1.2% 0.9%

0%
13-17 18-24 25-34 35-44 45-54 55-64 65+

43 Description: As of April 2022, 17.1 percent of global active Instagram users were men between the ages of 25 and 34 years. More than half of the global Instagram population worldwide is aged 34 years or younger. Read more
Note(s): Worldwide; April 2022; 13 years and older; based on addressable ad audience
Source(s): DataReportal; Facebook; Hootsuite; Instagram; We Are Social
 Instagram accounts with the most followers worldwide as of June 2022 (in
millions)
Instagram accounts with the most followers worldwide 2022

Number of followers in millions

0 100 200 300 400 500 600

Instagram 520

cristiano 455

kyliejenner 349

leomessi 338

selenagomez 328

therock 322

arianagrande 317

kimkardashian 318

beyonce 263

khloekardashian 253

kendalljenner 243

justinbieber 242

natgeo 227

nike 227

taylorswift 214

44 Description: Cristiano Ronaldo has one of the most popular Instagram accounts as of June 2022. The Portuguese footballer is the most-followed person on the photo sharing app platform with 455 million followers, up from 440 million in April 2022. Instagram's own
account was ranked first with roughly 520 million followers, an increase of 16 million followers within one month. Read more
Note(s): June 2022; business / creator accounts
Source(s): Social Blade
 Preferred types of content on Instagram according to users worldwide as
of February 2022
Instagram: favorite types of posts for global users 2022

60%

51%
50% 48%

43%
40% 40%
40%
Share of respondents

37% 36% 36%

30%

20%

10%

0%
Funny Creative Informative Trendy Relaxing Inspirational Engaging Personable

45 Description: According to a global online survey conducted in 2022, 51 percent of weekly Instagram users said that they wanted to see funny content on the social media platform. Additionally, roughly half of all respondents said that they wanted to see creative
content, whilst 43 percent said they wanted to see informative content on Instagram. Moreover, a third of users wanted to see engaging content on the photo and video sharing app. Read more
Note(s): Worldwide; February 2022; 5,747 respondents; 16-64 years; weekly Instagram users
Source(s): GWI
 Most popular posts on Instagram as of May 2022, by number of likes (in
millions)
Instagram: most popular posts as of 2022

Number of likes in millions

0 10 20 30 40 50 60

@world_record_egg: Photo of an egg (Jan 2019) 55.9

@cristiano @georginagio: Their twins pregnancy announcement (Oct 2021) 32.8

@xxxtentacion: Final image before his death (May 2018) 29.3

@arianagrande: Photos of her wedding with Dalton Gomez (May 2021) 26.6

@kyliejenner: Second pregnancy announcement (Sep 2021) 25

@tomholland2013 Recreating the famous Spider-Man meme with Tobey Maguire
23.6
and Andrew Garfield
@kyliejenner: Photo of her daughter with her new-born brother (Feb 2022) 23

@billieeilish: Reveal of her blonde hair (Mar 2021) 22.9

@leomessi: First post after signing with PSG (Aug 2021) 22

@billieeilish: Photo from British Vogue shoot (May 2021) 21.9

46 Description: As of May 2022, the most popular post on Instagram was Photo of an Egg by the account @world_record_egg, which had 55.9 million likes on the platform. Originally posted in January 2021, Photo of an Egg surpassed the world`s most popular Instagram
post at that time, which was a photo by Kylie Jenner`s daughter totaling 18 million likes. Photo of an Egg not only has over 55 million likes, it also has almost 3.5 million comments and the account @world_record_egg has 4.5 million [...] Read more
Note(s): May 15, 2022
Source(s): Instagram; Wikipedia
CHAPTER 07

TikTok
 Distribution of TikTok users worldwide as of January 2022, by gender
TikTok: distribution of global audiences 2022, by gender

Share of users
0% 10% 20% 30% 40% 50% 60%

Female 57%

Male 43%

48 Description: As of January 2022, approximately 57 percent of TikTok global users were women. By comparison, male users on the popular social video platform were approximately 43 percent of the total. During the fourth quarter of 2021, the popular social video app
saw approximately 173 million first-time installs from users worldwide. Read more
Note(s): Worldwide; January 2022
Source(s): DataReportal; Hootsuite; Kepios; TikTok; We Are Social
 Distribution of TikTok users worldwide as of April 2022, by age and gender
TikTok: distribution of global audiences 2022, by age and gender

Female Male
25% 23.8%

20%
17.9%
Share of active TikTok users

17.1%

15% 13.9%

10%
7.2%
6.1%

5% 3.7%
3%
2.4%
1.7%

0%
18-24 25-34 35-44 45-54 55+

49 Description: As of April 2022, it was found that 24 percent of TikTok's global audience were women between the ages of 18 and 24 years, while male users of the same age made up approximately 18 percent of the platform's audience. The online audience of the
popular social video platform was further composed of 17 percent female users aged between 25 and 34 years, and 14 percent of male users in the same age group. Read more
Note(s): April 2022; 18 years and older; based on addressable ad audience
Source(s): DataReportal; Hootsuite; TikTok; We Are Social
 Average weekly time users spend on TikTok worldwide in 2021 (in hours)
Average weekly time spent on TikTok worldwide 2021

35%

30%
30%

25%
Share of respondents

20% 19% 19%

15%
15%
11%
10%
6%
5%

0%
Less than 1 hour 1 hour 1-2 hours 2-5 hours 5-10 hours 10 hours or more

50 Description: As of April 2021, six percent of TikTok users spend more than ten hours per week on the platform. Another 11 percent used the social video app for five to ten hours a week, whereas 30 percent of respondents spent less than one hour weekly on the
platform. Read more
Note(s): Worldwide; 2021; 18 years and older; TikTok users
Source(s): Shareablee
 Number of TikTok monthly active users (MAU) via iOS worldwide from
January 2019 to January 2022 (in millions)
Global TikTok iOS MAU 2019-2022

130

110

90
MAU in millions

70

50

30

10
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12

1
-0
19
19
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
20
20
20
20
20
20
21
21
21
21
21
21
21
21
21
21
21
21
22
20

51 Description: In January 2022, video sharing app TikTok had approximately 120.5 million monthly active users via iOS devices worldwide. TikTok is one of the most downloaded entertainment apps in the Apple App Store. Read more
Note(s): Worldwide; January 2019 to January 2022; iPhone and iPad combined
Source(s): Airnow
 Number of daily active TikTok users via iOS worldwide from January 2019
to January 2022 (in millions)
Global TikTok iOS DAU 2019-2022

35

30

25
DAU in millions

20

15

10

0
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12

1
-0
19
19
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
20
20
20
20
20
20
21
21
21
21
21
21
21
21
21
21
21
21
22
20

52 Description: In January 2022, video sharing app TikTok had approximately 29.7 million daily active users via iOS devices worldwide. TikTok is one of the most downloaded entertainment apps in the Apple App Store. Read more
Note(s): Worldwide; January 2019 to January 2022; iPhone and iPad combined
Source(s): Airnow
 Number of monthly active TikTok users via Android worldwide from
January 2019 to January 2022 (in millions)
Global TikTok Android MAU 2019-2022

200

180

160

140
MAU in millions

120

100

80

60

40

20

0
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12

1
-0
19
19
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
20
20
20
20
20
20
21
21
21
21
21
21
21
21
21
21
21
21
22
20

53 Description: In January 2022, video sharing app TikTok had over 30 million monthly active users via Android devices worldwide, down from an all-time high over 184 million monthly active users in May 2020. TikTok is one of the most downloaded apps in the Google
Play store. In June 2020, TikTok was banned in India, one of the biggest Android mobile markets worldwide. Read more
Note(s): Worldwide; January 2019 to January 2022; Android only
Source(s): Airnow
 Number of daily active TikTok users via Android worldwide from January
2019 to January 2022 (in millions)
Global TikTok Android DAU 2019-2022

40

35

30
DAU in millions

25

20

15

10

5
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12
20 -01
20 -02
20 -03
20 -04
20 -05
20 -06
20 -07
20 -08
20 -09
20 -10
20 -11
20 -12

1
-0
19
19
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
20
20
20
20
20
20
21
21
21
21
21
21
21
21
21
21
21
21
22
20

54 Description: In January 2022, video sharing app TikTok had over 15.54 million daily active users via Android devices worldwide, up from 13.47 million DAU in December 2021. TikTok is one of the most downloaded apps in the Google Play store. Read more
Note(s): Worldwide; January 2019 to January 2022; Android only
Source(s): Airnow
 Number of first-time TikTok installs from 2nd quarter 2016 to 4th quarter
2021 (in millions)
TikTok first-time installs per quarter 2016-2021

350
318
301
300
Number of first-time installs in millions

250
219
205.7 203
200 183.8 187.3 188 186
176.3 174 178 173
156 155.9
150
110.3
100

46.8
50 33.6
21.8 24.8 22.7 28.4
21.3

0
Q2 '16 Q3 '16 Q4 '16 Q1 '17 Q2 '17 Q3 '17 Q4 '17 Q1 '18 Q2 '18 Q3 '18 Q4 '18 Q1 '19 Q2 '19 Q3 '19 Q4 '19 Q1 '20 Q2 '20 Q3 '20 Q4 '20 Q1 '21 Q2 '21 Q3 '21 Q'4 21

55 Description: The 15-second video app TikTok, developed by the Beijing-based company Bytedance, has become one of the most downloaded non-gaming apps in the world between 2016 and 2021. In the fourth quarter of 2021, TikTok achieved approximately 173
million first-time installs. The social video platform generated more than 740 million downloads in 2020, down by 32.5 percent from 981 million first-time installs in 2020. Read more
Note(s): Worldwide; Q2 2016 to Q4 2021
Source(s): Sensor Tower
 Number of first-time TikTok installs from 2017 to 2021 (in millions)
TikTok annual installs 2017-2021

1,200

980.7
1,000
Number of first-time installs in millions

800 738 740

655

600

400

200 131.5

0
2017 2018 2019 2020 2021

56 Description: In 2021, the global number of first-time installs of the video app TikTok reached 740 million, down by approximately 24.5 percent from the previous year. Between 2018 and the end of 2021, the social video platform's annual installs were up 13 percent
from 655 million first-time installs in 2018. Read more
Note(s): Worldwide; 2017 to 2021
Source(s): DIW; Sensor Tower
 Most-followed creators on TikTok worldwide as of September 2022 (in
millions)
Most popular TikTok users worldwide 2022

Number of followers in millions

0 20 40 60 80 100 120 140 160

khaby.lame 149.7

charlie d'amelio 147.1

bellapoarch 91.7

addisonre 88.7

zachking 69.4

kimberly.loaiza 67.9

cznburak 63.9

domelipa 58.4

dixie 57.5

spencerx 55.2

57 Description: At September 2022, TikTok creator and comedian Khabane Lame officially surpassed dancer Charli D`Amelio as the most followed content creator on TikTok, with almost 150 million followers. Influencers Charlie D'Amelio followed closely in second
position with 147 million followers and singer Bella Poarch ranked third, with a total of 91.7 million followers. Read more
Note(s): Worldwide; September 2022
Source(s): Social Blade
CHAPTER 08

Social media marketing and

advertising
 Leading markets worldwide in 2022, by social media advertising spending
(in million U.S. dollars)
Digital Market Outlook: largest social media ad markets worldwide 2022

Spending in million U.S. dollars

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000

United States 80,670

China 80,550

United Kingdom 12,160

Japan 8,913

Germany 4,482

Canada 3,993

Australia 3,782

France 3,292

South Korea 2,982

Italy 2,283

Brazil 1,944

Spain 1,918

Mexico 1,876

Netherlands 1,243

Sweden 1,100

59 Description: According to a global estimate, China would have a total digital search advertising spend of 80.55 billion U.S. dollars, right behind the U.S. with 80.67 billion dollars by the end of 2022. An overview of all Digital Markets can be found here. Read more
Note(s): Worldwide
Source(s): Statista; Statista Digital Market Outlook
 Social network advertising spending per social network users in worldwide
from 2017 to 2025 (in U.S. dollars)
Social network ad spending per user worldwide 2017-2025

45
39.9
40 37.81
35.73
35 33.57
31.26
Spending in U.S. dollars

30 28.3

24.81
25
20.48
20
15.49
15

10

0
2017 2018 2019 2020 2021 2022 2023 2024 2025

60 Description: In 2020, the amount spend on advertisement per user worldwide increased around 3.5 U.S. dollars to 28.3 U.S dollars. According to the Statista Digital Market Outlook advertising spending per user in estimated to increase to almost 40 U.S dollars by 2025.
Read more
Note(s): includes paid advertising appearing within social networks, social network games and social network applications; excludes spending by marketers that goes toward developing or maintaining a social network presence
Source(s): Statista; Statista Digital Market Outlook
 Leading social media platforms used by marketers worldwide as of
January 2021
Social media platforms used by marketers worldwide 2021

100%
93%
90%

78%
80%

70%
Share of respondents

61%
60% 55%
48%
50%

40%

30%

20%
9%
10%
4%

0%
Facebook Instagram LinkedIn YouTube Twitter TikTok Snapchat

61 Description: As of January 2021, Facebook was the most commonly used social media platform among marketers worldwide. According to a global survey, 93 percent of responding social media marketers used the network to promote their business, while another 78
percent did so via Instagram. Read more
Note(s): Worldwide; January 2021; 4,394 respondents; marketers
Source(s): Social Media Examiner
 Leading benefits of using social media for marketing purposes worldwide
as of January 2021
Benefits of social media marketing worldwide 2021

Share of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Increased exposure 88%

Increased traffic 79%

Generated leads 69%

Developed loyal fans 61%

Improved sales 60%

Provided marketplace insight 56%

Grew business partnerships 50%

62 Description: Increased exposure is the most commonly cited advantage of using social media for marketing purposes among global industry professionals. This is unsurprising given the huge appeal of having billions of active users as a potential advertising audience.
Improved traffic, lead generation and growing fan loyalty are further reasons why marketers see value in employing social networks in their campaigns. Facebook, Instagram and LinkedIn are the top three most used social platforms [...] Read more
Note(s): Worldwide; January 2021; 4,394 respondents; among marketers
Source(s): Social Media Examiner
 Planned changes in use of selected social media for marketing purposes
worldwide as of January 2022
Future use of social media among marketers worldwide 2022, by platform

Increase Stay the same Decrease No plans to utilize

100%

90%

80%

70%
Share of respondents

60%

50%

40%

30%

20%

10%

0%
Facebook Instagram Youtube LinkedIn Twitter TikTok Snapchat

63 Description: During a global 2022 survey, 61 percent of responding marketers stated they would increase their usage of Instagram in the near future; 37 percent said they would increase the usage of TikTok advertising, but as many as 52 percent were not planning to
use the mobile video sharing app for marketing purposes. Read more
Note(s): Worldwide; January 2022; 2,897 marketers
Source(s): Social Media Examiner
 Organic vs. paid social media used by B2C marketers worldwide as of
November 2021
Organic vs. paid social media used by B2C marketers worldwide 2021

Share of respondents

Organic Paid

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

87%
Facebook
55%
80%
Instagram
47%
76%
LinkedIn
30%
62%
Twitter
18%
62%
YouTube
27%
27%
TikTok
12%
8%
Other
9%

64 Description: During a survey of business-to-consumer marketers conducted in November 2021, it was found that 80 percent of respondents used Instagram for organic content distribution, while 47 percent used it for paid content distribution. Read more
Note(s): Worldwide; November 2021; 832 respondents; 70% of responding marketers were U.S.-based
Source(s): DIW; Parse.ly
 Organic vs. paid social media used by B2B marketers worldwide as of
November 2021
Organic vs. paid social media used by B2B marketers worldwide 2021

Organic Paid
90%
80%
80% 77%

70%
64% 64%
61%
Share of respondents

60%
49%
50% 46%

38%
40%

30% 25%
23%
20%
9% 10%
10% 5% 5%

0%
LinkedIn Facebook Twitter YouTube Instagram TikTok Other

65 Description: During a survey of business-to-business marketers conducted in November 2021, it was found that 80 percent of respondents used Instagram for organic content distribution, while 77 percent used it for paid content distribution. Read more
Note(s): Worldwide; November 2021; 832 respondents; 70% of responding marketers were U.S.-based
Source(s): DIW; Parse.ly
 Social media platforms with the largest return on investment (ROI)
according to marketers worldwide as of November 2021
Social media platforms with highest ROI worldwide 2021

25%

21%

20%
18%
Share of respondents

15% 14%

12%
11%

10%

5%

0%
Facebook Instagram LinkedIn TikTok YouTube

66 Description: According to a survey released in November 2021 and conducted among B2B and B2C marketers in the United States, Australia, Canada, Germany, United Kingdom, France, and Japan, 21 percent of respondents said that Facebook was the social media
platform with the highest return on investment (ROI) that year. Instagram ranked second with 18 percent of respondents, followed by LinkedIn with 14 percent. TikTok ranked fourth with 12 percent, while YouTube ranked fifth with 11 percent. Read more
Note(s): Worldwide; as of November 2021; 1,067 respondents; among global marketers from across B2B and B2C companies
Source(s): HubSpot
 Social media platforms with the largest return on investment (ROI)
according to B2B marketers worldwide as of November 2021
Social media platforms with highest ROI for B2B marketers worldwide 2021

25%
23%

20%
18% 18%
Share of respondents

15%

12% 12%

10%

5%

0%
LinkedIn Instagram Facebook YouTube TikTok

67 Description: According to a survey released in November 2021 and conducted among B2B and B2C marketers in the United States, Australia, Canada, Germany, United Kingdom, France, and Japan, 23 percent of B2B marketers said that LinkedIn was the social media
platform with the highest return on investment (ROI) that year. Instagram and Facebook were both cited by 18 percent of respondents, while YouTube and TikTok completed the top five with 12 percent each. Read more
Note(s): Worldwide; as of November 2021; 1,067 respondents; among global marketers from across B2B and B2C companies
Source(s): HubSpot
 Most effective social media platforms for B2B content marketers
worldwide between July 2020 and July 2021
Most effective social media platforms for B2B marketers worldwide 2020-2021

90%

80%

70%

60%
Share of respondents

50%

40%

30%

20%

10%

0%
LinkedIn Facebook YouTube Instagram Twitter

68 Description: During a July 2021 survey among B2B marketers who utilized social media platforms for paid content promotion worldwide, 79 percent of respondents stated that LinkedIn produced the best results over the previous 12 months. Facebook followed with
54 percent, while YouTube rounded out the top three with 36 percent. Read more
Note(s): Worldwide; July 2021; 624*; among B2B marketers using social media platforms for paid content promotion; * Of 810 survey respondents, 77 percent used social media platforms. 78 percent of survey respondents based in North America, [...] Read more
Source(s): Content Marketing Institute; MarketingProfs
CHAPTER 09

Data requests
 Number of user data requests issued to Facebook from federal agencies
and governments during 2nd half 2021, by country
Facebook: user data requests from federal agencies & governments H2 2021, by country

Number of data requests

United States 59,996

India 50,382

Germany 16,241

France 14,097

Brazil 13,659

United Kingdom 10,117

Turkey 8,488
Country

Poland 4,982

Argentina 3,771

Mexico 3,603

Italy 2,950

Canada 2,577

Taiwan 2,141

Australia 2,100

Spain 1,908

70 Description: In the second half of 2021, Facebook received 59,996 law enforcement agency requests for user information from the United States. India ranked second with 50,382 user data requests. Overall, Belgium and Israel had totals of 1,002 and 970 law
enforcement requests issued to Facebook, respectively. Read more
Note(s): Worldwide; H2 2021; Government and federal agency requests for data
Source(s): Facebook
 Number of user data requests issued to Facebook from U.S. federal
agencies and courts as of 2nd half 2021
Facebook: user data requests by U.S. federal authorities 2013-2021

70,000
63,657
61,528 61,262
59,996
60,000

50,741 51,121
50,000
Number of data requests

42,466 41,336
40,000
32,716 32,742

30,000 26,014
23,854
19,235
20,000 17,577
15,433 14,274
12,598
11,000
10,000

0
H1 '13 H2 '13 H1 '14 H2 '14 H1 '15 H2 '15 H1 '16 H2 '16 H1 '17 H2 '17 H1 '18 H2 '18 H1 '19 H2 '19 H1 '20 H2 '20 H1 '21 H2 '21

71 Description: Facebook received 59,996 user data requests from federal agencies and courts in the United States during the second half of 2021. The social network produced some user data in 88 percent of requests from U.S. federal authorities. The United States
account for the largest share of Facebook user data requests worldwide. Read more
Note(s): United States; H1 2013 to H2 2021; government and federal agency requests for data
Source(s): Facebook
 Global number of user data requests issued to Twitter from federal
agencies and governments during 2nd half 2021, by country
Twitter: user data requests from federal agencies and governments H2 2021

User information requests

Emergency requests Routine requests

0 500 1,000 1,500 2,000 2,500

India 184
2,027
France 115
1,878
United States 571
1,762
Japan 394
1,609
Germany 37
597
Turkey 16
402
United Kingdom 73
383
Brazil 10
276
South Korea 91
197
Spain 1
107

72 Description: Between July and December 2021, the government of the United States submitted a total of 1,762 routine user information requests to microblogging platform Twitter. Additionally, the Indian government submitted over 2,000 requests. Worldwide,
governments submitted 9,811 user data information requests during the second half of 2021. Read more
Note(s): Worldwide; H2 2021
Source(s): Twitter
 Number of data removal requests issued to Twitter from 1st half 2012 to
2nd half 2021
Twitter: total number of data removal requests as of H1 2021

50,000 47,572

45,000 43,387
42,220

40,000 38,524
Number of data removal requests

35,000

30,000 27,538

25,000

20,000 18,753

15,000 12,244
11,221
10,000
5,925 6,086 6,651
4,618 5,195
5,000
60 377 433 796 1,003
6 42
0
H1 '12 H2 '12 H1 '13 H2 '13 H1 '14 H2 '14 H1 '15 H2 '15 H1 '16 H2 '16 H1 '17 H2 '17 H1 '18 H2 '18 H1 '19 H2 '19 H1 '20 H2 '20 H1 '21 H2 '21

73 Description: Between July and December 2021, government agencies, police and courts of a multitude of countries submitted over 47 thousand content removal requests to the microblogging platform Twitter. Overall, This was the largest number of requests
reported since the platform's first transparency report was released in 2012. Read more
Note(s): Worldwide; H1 2012 to H2 2021; combined number of requests from government agencies, police and courts
Source(s): Twitter
 Number of data removal requests issued to Twitter from June to June
December 2021, by country and institution
Twitter: data removal requests from countries and institutions H2 2021

Court Orders Government Agency, Police, Other

Worldwide 941 46631
Turkey 525 3759
Russia 185 8185
Brazil 112 31
South Korea 39 5685
India 23 3969
Germany 10 7
Israel 4 3
United Kingdom 4 12
United States 3 29
Mexico 3 34
Thailand 3 47
Italy 2 6
Netherlands 2 61

74 Description: Between July and December 2021, courts submitted 941 removal requests to Twitter worldwide. Another 46,631 removal requests were made from governments agencies, law enforcement, and other authorized reporters. Overall, Turkish courts
requested 525 court orders, and Russia ordered 185 in total. Read more
Note(s): Worldwide; H2 2021; *Requests from government agencies, police and courts Read more
Source(s): Twitter
 Number of user data requests made to Snapchat from U.S. federal
agencies and courts from 2nd half 2014 to 1st half 2021
Snapchat: user data requests by U.S. federal authorities 2014-2021

20,000 18,742
18,000 16,931
16,509
16,000
Number of data requests

14,000
11,903
12,000
10,061
10,000

8,000 7,235 6,826

6,000 5,094
3,726
4,000
2,008
2,000 1,472
761 862
375
0
H2 '14 H1 '15 H2 '15 H1 '16 H2 '16 H1 '17 H2 '17 H1 '18 H2 '18 H1 '19 H2 '19 H1 '20 H2 '20 H1 '21
Period

75 Description: During the first half of 2021, photo sharing and chat app Snapchat received 18,742 user data requests from the federal agencies and courts in the United States, up from 16,509 requests in the preceding six month period. Read more
Note(s): United States; H2 2014 to H1 2021; Government and federal agency requests for data
Source(s): Snap Inc.
 Number of TikTok accounts removed from the platform from 3rd quarter
2020 to 2nd quarter 2022, by reason
TikTok: account removed 2020-2022, by reason

Accounts suspected to be under the age of 13 Fake accounts Other accounts

70,000,000

60,000,000
Number of accounts removed

50,000,000

40,000,000

30,000,000

20,000,000

10,000,000

0
Q3 2020 Q4 2020 Q1 2021 Q2 2021 Q3 2021 Q4 2021 Q1 2022 Q2 2022

76 Description: During the second quarter of 2022, approximately 20.5 million TikTok accounts were removed from the platform due to suspicion of being operated by users under the age of 13. During the last measured quarter, there was a staggering 61 percent
increase in the number of fake accounts removed from the platform, with 33.6 million fake accounts removed from TikTok in the second quarter of 2022. Read more
Note(s): Worldwide; Q3 2020 to Q2 2022
Source(s): TikTok
 Sources

adjoe GmbH Shareablee

Airnow Snap Inc.
Apptopia Social Blade
CNBC Social Media Examiner
Content Marketing Institute Statista
DataReportal Statista Digital Market Outlook
DIW TechCrunch
Domo TikTok
Facebook Trackalytics
GWI Twitter
Hootsuite Various sources (Company data)
HubSpot We Are Social
Instagram Wikipedia
Kepios Yelp
LinkedIn YouGov
MarketingProfs
Meta Platforms
NewsWhip
Parse.ly
Reuters Institute for the Study of Journalism
Rival IQ
Sensor Tower

77