SOCIAL

MEDIA
PLATFORM
S

MRK413 Digital
Marketing and Social
Media

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https://www.youtube.com/watch?v=9m45nVsvvEY

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FACEBOOK
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 FACEBOOK: ADVERTISING AUDIENCE OVERVIEW
JULY 2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK

POTENTIAL FACEBOOK’S QUARTER-ON- PERCENTAGE PERCENTAGE

AUDIENCE* THAT POTENTIAL QUARTER OF ITS AD OF ITS AD
FACEBOOK REPORTS ADVERTISING CHANGE IN AUDIENCE AUDIENCE
CAN BE REACHED AUDIENCE FACEBOOK’S THAT THAT
USING ADVERTS ON COMPARED TO THE ADVERTISING FACEBOOK FACEBOOK
FACEBOOK TOTAL POPULATION REACH REPORTS IS REPORTS IS
AGED 13+ FEMALE* MALE*

2.25 +1.8% 56.4%

36.7% 43.6%
BILLION +40 MILLION
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). *NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND
88 ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
 JUL FACEBOOK’S ACTIVE USERS VS. AD AUDIENCE OVER
TIME
2021 FACEBOOK’S MONTHLY ACTIVE USERS (MAU) AND GLOBAL ADVERTISING REACH (ADV) OVER TIME (IN BILLIONS), WITH QUARTER-

ON-QUARTER CHANGE*

2.8 2.8
2.7 2.7
2.6 0 5
2.4 2.5 0 4
2.4 0
1 5 0 2.1 2.2 2.2
2.0 2.1
1.9 2.0 8 1 5
1.9 1.9 9 4
5 2
2 3

+1.6 +2.0% +1.4 +0.3% +2.0% +1.0 +4.2 +3.9 +3.8 +3.3 +1.4 +2.2 +2.1% +2.2 +2.0% +1.2 +1.8
% % % % % % % % % % % %
MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU ADV MAU*

JUL OCT JAN APR JUL OCT JAN APR JUL

201 2020 2020 2020 2020 2021 2021 2021
9 201
89
9FROM DATA PUBLISHED IN FACEBOOK’S QUARTERLY EARNINGS ANNOUNCEMENTS (DATES AS STATED BENEATH GRAPH); ADVERTISING AUDIENCE
SOURCES: MAU FIGURES TAKEN
FIGURES BASED ON KEPIOS ANALYSIS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (DATES AS STATED BENEATH GRAPH). *NOTES: FIGURES IN WHITE CIRCLES
REPRESENT RELATIVE CHANGE vs. PREVIOUS QUARTER. MAU FIGURES ARE NOT AVAILABLE FOR THE CURRENT QUARTER AT THE TIME OF REPORT PUBLICATION.
 PROFILE OF FACEBOOK’S ADVERTISING AUDIENCE
JULY 2021 SHARE OF FACEBOOK’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

18.8%

13.8
%
1
9.4 2. 9.8
% 5 %
7.6
%
% 5.8
4.9 %
3.3 % 3.4 3.2
2.5 2.7 2.4
% % %
% % %

FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL
LE E LE E LE E LE E LE E LE E LE E
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEAR YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEAR
90 S OLD S OLD
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR
GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT FACEBOOK’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE
SHARES OF TOTAL MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
 JUL FACEBOOK AD REACH RANKING
2021 COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES

# COUNTRY OR REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲Q-O-Q

TERRITORY
01 INDIA 340,000,000 +3.0% 11 PAKISTAN 45,000,000 +4.7%

02 U.S.A. 200,000,000 +5.3% 12= COLOMBIA 38,000,000 +2.7%

03 INDONESIA 140,000,000 0% 12= U.K. 38,000,000 0%

04 BRAZIL 130,000,000 0% 14 TURKEY 37,000,000 -2.6%

05 MEXICO 98,000,000 +3.2% 15 FRANCE 33,000,000 0%

06 PHILIPPINES 88,000,000 +3.5% 16= ARGENTINA 31,000,000 0%

07 VIETNAM 71,000,000 +1.4% 16= ITALY 31,000,000 0%

08 THAILAND 54,000,000 +3.8% 16= NIGERIA 31,000,000 0%

09 EGYPT 47,000,000 +2.2% 19 GERMANY 28,000,000 0%

10 BANGLADESH 46,000,000 +7.0% 20 PERU 27,000,000 +3.8%

SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
91 INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
 JUL ELIGIBLE AUDIENCE REACH RATE RANKING: FACEBOOK
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+

# COUNTRY REACH TOTAL QOQ # COUNTRY REACH TOTAL QOQ

OR OF POP. REAC CHANG OR OF POP. REAC CHANG
TERRITORY 13+ H E TERRITORY 13+ H E

01 MONGOLIA 108.4%* 2,600,000 0% 11 SAMOA 96.5% 130,000 0%

02 LIBYA 107.9%* 5,700,000 +1.8% 12 BOLIVIA 92.6% 8,100,000 +1.3%

03 PHILIPPINES 106.9%* 88,000,000 +3.5% 13 MALAYSIA 91.9% 24,000,000 0%

04 PERU 103.0%* 27,000,000 +3.8% 14 COLOMBIA 91.5% 38,000,000 +2.7%

05 ECUADOR 102.7%* 14,000,000 +7.7% 15 VIETNAM 90.8% 71,000,000 +1.4%

06 MALTA 100.7%* 390,000 0% 16 ICELAND 90.8% 260,000 0%

07 TONGA 100.4%* 75,000 +1.4% 17 GREENLAND 90.0% 42,000 0%

08 ARUBA 98.5 90,000 +1.1% 18 U.A.E. 89.8% 7,800,000 0%

%
09 CAMBODIA 97.0 12,000,000 0% 19 THAILAND 89.8% 54,000,000 +3.8%
%
10 MEXICO 96.7 98,000,000 +3.2% 20 GUAM 88.8% 120,000 0%
%
SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED
92 JUL 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. *ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH OF POP.
13+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE
CHANGES.
 JUL FACEBOOK ACCESS BY DEVICE
2021 THE DEVICES THAT FACEBOOK USERS USE TO ACCESS THE PLATFORM

PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF PERCENTAGE OF

FACEBOOK USERS FACEBOOK USERS WHO FACEBOOK USERS WHO FACEBOOK USERS
ACCESSING VIA ANY ONLY ACCESS VIA A ACCESS VIA BOTH WHO ONLY ACCESS VIA
KIND OF MOBILE LAPTOP OR DESKTOP PHONES AND A MOBILE PHONE
PHONE COMPUTER COMPUTERS

98.5 1.5 16.7 81.8

% % % %
93 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). BASED ON FACEBOOK USERS AGED 18 AND
ABOVE.
 JUL SHARE OF FACEBOOK ACCESS BY MOBILE OS
2021 PERCENTAGE OF FACEBOOK’S MOBILE AUDIENCE THAT ACCESSES THE PLATFORM USING EACH OPERATING SYSTEM

PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE PERCENTAGE OF MOBILE

FACEBOOK USERS FACEBOOK USERS FACEBOOK USERS ACCESSING VIA
ACCESSING VIA APPS ON ACCESSING VIA APPS ON OTHER OPERATING SYSTEMS OR
ANDROID DEVICES IOS DEVICES MOBILE WEB BROWSERS*

81.8% 14.9%
3.4%
94

SOURCE: KEPIOS ANALYSIS OF EXTRAPOLATIONS OF DATA FROM FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021), BASED ON ACTIVE FACEBOOK USERS AGED 18 AND ABOVE
USING MOBILE DEVICES. *NOTES: FIGURES BASED ON ALL MOBILE DEVICES USED, INCLUDING TABLET DEVICES RUNNING ANDROID OR IOS OPERATING SYSTEMS. DATA FOR MOBILE WEB
BROWSERS MAY ALSO INCLUDE USERS ACCESSING VIA EITHER ANDROID OR IOS DEVICES.  COMPARABILITY ADVISORY: BASE CHANGES.
 JUL FACEBOOK ACTIVITY FREQUENCY
2021 THE NUMBER OF TIMES A ‘TYPICAL’ USER AGED 18+ PERFORMS EACH ACTIVITY ON FACEBOOK

NUMBER OF POSTS LIKED COMMENTS MADE FACEBOOK POSTS FACEBOOK

FACEBOOK IN THE PAST IN THE PAST 30 SHARED IN THE ADVERTS CLICKED
PAGES LIKED 30 DAYS (ALL DAYS (ALL POST PAST 30 DAYS (ALL IN THE PAST 30
(LIFETIME) POST TYPES) TYPES) POST TYPES) DAYS (ANY CLICK
TYPE)

1 11 5 1 12
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE
:
1 1 12 10 7 4 1 1 14 10
95 SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). NOTE: FIGURES REPRESENT MEDIAN VALUES FOR ACTIVE FACEBOOK USERS AGED 18 AND
ABOVE.
 JUL FACEBOOK MONTHLY POST LIKES BY AGE AND
GENDER
2021 MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* LIKE A POST ON FACEBOOK

1
4 1
1 3
1 2 1 1
1 1 1 1 1
0 0
8
7
6
5

FEMALE FEMALE FEMALE FEMALE FEMALE FEMALE

MALE MALE MALE MALE MALE MALE
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS
OLD
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’
96 OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
 97
GREECE 1
ROMANIA 6
1

OF 18.
AUSTRALIA 1
JUL

3 6
BELGIUM
2021
BRAZIL 1
3
DENMARK
1
INDIA
3
ISRAEL
1
ITALY 3
SWEDEN 1
ARGENTINA 1 3
COLOMBIA 2 1
EGYPT 1 3
2 1
IRELAND
1 3
NEW ZEALAND
2 1
PORTUGAL
1 3
U.K. 2
WORLDWIDE 1 1
CANADA KENYA
1 2
MEXICO
1 1
1 2
NETHERLAND
1 1
S
1 2
NIGERIA 1
THAILAND 1
TURKEY U.A.E. 1
AUSTRIA 1
MALAYSIA 1 1
PHILIPPINE
0 1
S
1 1
0 1
U.S.A.
1 1
FRANCE 9
0 1
INDONESIA 8
1 1
MOROCCO 8 0 1
POLAND SAUDI 8
ARABIA 8
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). *NOTE: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE

SOUTH AFRICA 8
TAIWAN 8
VIETNAM 8
GHANA 7
SINGAPORE 7
SPAIN 7
SWITZERLAND 7
GERMANY 6
HONG KONG 5
RUSSIA 4
MEDIAN NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER AGED 18+* LIKES A POST ON FACEBOOK

CHINA 2
FACEBOOK MONTHLY POST LIKES BY GEOGRAPHY

JAPAN 2
SOUTH KOREA 2
 JUL FACEBOOK MONTHLY COMMENTS BY AGE AND
GENDER
2021 MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* COMMENT ON A FACEBOOK POST

1 1
0 0

8
7

5 5
4 4 4 4
3 3

FEMALE FEMALE FEMALE FEMALE FEMALE FEMALE

MALE MALE MALE MALE MALE MALE
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS
OLD
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’
98 OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.
 99
EGYPT 1
PHILIPPINE 1
1

OF 18.
S MEXICO 9

JUL
1
AUSTRALIA NEW 8

2021
ZEALAND 8
NIGERIA 8
THAILAND 8
ARGENTINA 7
BELGIUM BRAZIL 7
CANADA 7
DENMARK 7
ROMANIA 7
SOUTH 7
AFRICA 7
U.K. 7
U.S.A. 7
VIETNAM 7
COLOMBIA 6
ISRAEL 6
ITALY 6
KENYA 6
NETHERLANDS 6
SWEDEN 6
WORLDWIDE 5
GREECE 5
IRELAND 5
MALAYSIA 5
PORTUGAL 5
U.A.E. 5
FRANCE 4
INDONESIA 4
SAUDI ARABIA 4
AUSTRIA 3
INDIA 3
MOROCCO 3
POLAND
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE

3
SINGAPORE 3
SPAIN 3
TAIWAN 3
TURKEY 3
GERMANY 2
GHANA HONG 2
KONG 2
SWITZERLAND 2
MEDIAN NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER AGED 18+* COMMENTS ON A FACEBOOK POST
FACEBOOK MONTHLY COMMENTS BY GEOGRAPHY

CHINA 1
JAPAN 1
RUSSIA 1
SOUTH 1
KOREA
 JUL FACEBOOK MONTHLY AD CLICKS BY AGE AND
GENDER
2021 MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* CLICK ON FACEBOOK ADS*

2 2
1 0 0
9
1
1 6
4 1 1
3 3 1
1 2 1
9 0 0
8

FEMALE FEMALE FEMALE FEMALE FEMALE FEMALE

MALE MALE MALE MALE MALE MALE
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS
OLD
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’
100 OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
 101
ISRAEL 2
DENMARK 25
AUSTRALIA 2 4
ROMANIA 2

JUL
ITALY 22

2021
MALAYSIA NEW 12
ZEALAND 2
1
GREECE 2
NETHERLANDS 02
1
SWEDEN 2
0
TAIWAN
2
IRELAND 1
0
PORTUGAL 9
2
SINGAPORE 1
0
9
THAILAND
1
U.K.
9
BELGIUM 1
1
CANADA 8
9
POLAND SOUTH 1
1

VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
8
KOREA 9
1
U.S.A.
8
VIETNAM 1
1
AUSTRIA HONG 178
KONG 6
1
MEXICO 1 8
ARGENTINA
6
1
BRAZIL 51
6
COLOMBIA 1
EGYPT
5
1
FRANCE 41
5
GERMANY 1
SPAIN
4
SWITZERLAND
1
4
TURKEY
1
WORLDWIDE 1 4
MOROCCO 12 1
U.A.E. 1
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.

4
PHILIPPINES 11 1
SAUDI ARABIA
1 4
90
INDIA 8
RUSSIA 8
INDONESIA 7
SOUTH AFRICA 7
JAPAN 6
GHANA 5
KENYA 5
MEDIAN NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER AGED 18+* CLICKS ON FACEBOOK ADS*

NIGERIA 5
FACEBOOK MONTHLY AD CLICKS BY GEOGRAPHY

CHINA 1
 JUL SHARE OF FACEBOOK PAGE POSTS BY POST
TYPE
2021 EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES

AVERAGE PHOTO POSTS’ VIDEO POSTS’ LINK POSTS’ STATUS POSTS’

NUMBER OF SHARE OF TOTAL SHARE OF TOTAL SHARE OF TOTAL SHARE OF TOTAL
PAGE POSTS PER PAGE POSTS PAGE POSTS PAGE POSTS PAGE POSTS
DAY

1.30 16.9 43.9 1.2

38.0% % % %
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH
102 DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
 JUL FACEBOOK POST ENGAGEMENT BENCHMARKS
2021 THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS* (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL NUMBER

OF PAGE FANS

AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST
ENGAGEMENTS* vs. ENGAGEMENTS* vs. ENGAGEMENTS* vs. ENGAGEMENTS* vs. ENGAGEMENTS* vs.
PAGE FANS: ALL PAGE FANS: PHOTO PAGE FANS: VIDEO PAGE FANS: LINK PAGE FANS: STATUS
POST TYPES POSTS POSTS POSTS POSTS

0.11 0.16 0.13 0.05 0.17

% % % % %
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE
103 TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS
REPORTS.
 JUL FACEBOOK MONTHLY AD CLICKS BY AGE AND
GENDER
2021 MEDIAN NUMBER OF TIMES EACH MONTH THAT GLOBAL FACEBOOK USERS* CLICK ON FACEBOOK ADS*

2 2
1 0 0
9
1
1 6
4 1 1
3 3 1
1 2 1
9 0 0
8

FEMALE FEMALE FEMALE FEMALE FEMALE FEMALE

MALE MALE MALE MALE MALE MALE
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS
OLD
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR GENDERS OTHER THAN ‘MALE’
100 OR ‘FEMALE’, OR ACTIVITY DATA FOR USERS BELOW THE AGE OF 18. VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
 101
ISRAEL 2
DENMARK 25
AUSTRALIA 2 4
ROMANIA 2

2021
ITALY 22
MALAYSIA NEW 12
JUL

ZEALAND 2
1
GREECE 2
NETHERLANDS 02
1
SWEDEN 2
0
TAIWAN
2
IRELAND 1
0
PORTUGAL 9
2
SINGAPORE 1
0
9
THAILAND
1
U.K.
9
BELGIUM 1
1
CANADA 8
9
POLAND SOUTH 1
1

VALUES MAY INCLUDE CLICKS ON ADVERTS SERVED VIA FACEBOOK’S AUDIENCE NETWORK.
8
KOREA 9
1
U.S.A.
8
VIETNAM 1
1
AUSTRIA HONG 178
FACEBOOK ADS*

KONG 6
1
MEXICO 1 8
ARGENTINA
6
1
GEOGRAPHY

BRAZIL 51
6
COLOMBIA 1
EGYPT
5
1
FRANCE 41
5
GERMANY 1
SPAIN
4
SWITZERLAND
1
4
TURKEY
1
WORLDWIDE 1 4
MOROCCO 12 1
U.A.E. 1
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUN 2021). *NOTES: FACEBOOK’S SELF-SERVICE TOOLS DO NOT PUBLISH ACTIVITY DATA FOR USERS BELOW THE AGE OF 18.

4
PHILIPPINES 11 1
FACEBOOK MONTHLY AD CLICKS BY

SAUDI ARABIA
1 4
90
INDIA 8
MEDIAN NUMBER OF TIMES EACH MONTH THAT THE ‘TYPICAL’ FACEBOOK USER AGED 18+* CLICKS ON

RUSSIA 8
INDONESIA 7
SOUTH AFRICA 7
JAPAN 6
GHANA 5
KENYA 5
NIGERIA 5
CHINA 1
 JUL SHARE OF FACEBOOK PAGE POSTS BY POST
TYPE
2021 EACH POST TYPE’S SHARE OF THE TOTAL NUMBER OF POSTS MADE BY FACEBOOK PAGES

AVERAGE PHOTO POSTS’ VIDEO POSTS’ LINK POSTS’ STATUS POSTS’

NUMBER OF SHARE OF TOTAL SHARE OF TOTAL SHARE OF TOTAL SHARE OF TOTAL
PAGE POSTS PER PAGE POSTS PAGE POSTS PAGE POSTS PAGE POSTS
DAY

1.30 16.9 43.9 1.2

38.0% % % %
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. NOTES: FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH
102 DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
 JUL FACEBOOK POST ENGAGEMENT BENCHMARKS
2021 THE NUMBER OF FACEBOOK PAGE POST ENGAGEMENTS* (REACTIONS, COMMENTS, AND SHARES) COMPARED TO THE TOTAL

NUMBER OF PAGE FANS

AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST AVERAGE TOTAL POST
ENGAGEMENTS* vs. ENGAGEMENTS* vs. ENGAGEMENTS* vs. ENGAGEMENTS* vs. ENGAGEMENTS* vs.
PAGE FANS: ALL PAGE FANS: PHOTO PAGE FANS: VIDEO PAGE FANS: LINK PAGE FANS: STATUS
POST TYPES POSTS POSTS POSTS POSTS

0.11 0.16 0.13 0.05 0.17

% % % % %
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTES: PERCENTAGES COMPARE THE COMBINED TOTAL OF REACTIONS, COMMENTS, AND SHARES TO THE
103 TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE
WORLD.  COMPARABILITY ADVISORY: NEW DEFINITIONS AND A NEW METHODOLOGY MEAN DATA SHOWN HERE ARE NOT COMPARABLE WITH FIGURES PUBLISHED IN PREVIOUS
REPORTS.
 JUL FACEBOOK POST ENGAGEMENT RATE BY PAGE SIZE
2021 COMPARING THE AVERAGE FACEBOOK PAGE POST ENGAGEMENT RATE ACROSS PAGES WITH DIFFERENT NUMBERS OF FANS

AVERAGE FACEBOOK PAGE AVERAGE FACEBOOK PAGE AVERAGE FACEBOOK PAGE

POST ENGAGEMENT RATE*: POST ENGAGEMENT RATE*: POST ENGAGEMENT RATE*:
PAGES WITH FEWER THAN PAGES WITH 10,000 – PAGES WITH MORE THAN
10,000 FANS 100,000 FANS 100,000 FANS

<10 10K-100K >100

K K

0.39% 0.22%
0.08%
104

SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTES: “ENGAGEMENT RATE” (AS USED HERE) COMPARES THE COMBINED TOTAL OF A POST’S
REACTIONS, COMMENTS, AND SHARES WITH THE TOTAL NUMBER OF PAGE FANS. FIGURES ARE AVERAGES BASED ON A WIDE VARIETY OF DIFFERENT KINDS OF PAGE, WITH DIFFERENT
AUDIENCE SIZES, IN VARIOUS COUNTRIES AROUND THE WORLD.
TWITTE
R
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 JUL TWITTER: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON TWITTER

POTENTIAL TWITTER’S QUARTER-ON- PERCENTAGE PERCENTAGE

AUDIENCE* THAT POTENTIAL QUARTER OF ITS AD OF ITS AD
TWITTER REPORTS ADVERTISING CHANGE IN AUDIENCE AUDIENCE
CAN BE REACHED AUDIENCE TWITTER’S THAT TWITTER THAT TWITTER
WITH ADVERTS ON COMPARED TO THE ADVERTISING REPORTS IS REPORTS IS
TWITTER TOTAL POPULATION REACH FEMALE* MALE*
AGED 13+

396.5 +0.2% 31.9%

6.5% 68.1%
MILLION +651 THOUSAND
SOURCE: TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: TWITTER DOES NOT PUBLISH ADVERTISING AUDIENCE DATA
133 FOR GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’. GENDER SHARE FIGURES EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: LARGE BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO
SIGNIFICANT FLUCTUATION.
 JUL TWITTER AD REACH RANKING
2021 COUNTRIES AND TERRITORIES WITH THE LARGEST TWITTER ADVERTISING AUDIENCES

# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ

01 U.S.A. 73,000,000 -0.3% 12 PHILIPPINES 9,000,000 +1.1%

02 JAPAN 55,550,000 +2.6% 13 SPAIN 8,100,000 -4.1%

03 INDIA 22,100,000 +17.6% 14 GERMANY 7,000,000 -4.8%

04 U.K. 17,550,000 -4.1% 15 CANADA 6,900,000 -9.2%

05 BRAZIL 17,250,000 -3.6% 16 SOUTH KOREA 6,000,000 -1.6%

06 INDONESIA 15,700,000 +4.0% 17 ARGENTINA 5,450,000 -1.8%

07 TURKEY 15,600,000 +3.3% 18 EGYPT 4,500,000 +7.1%

08 SAUDI ARABIA 12,700,000 -2.3% 19 COLOMBIA 4,100,000 +7.9%

09 MEXICO 12,000,000 -0.4% 20= MALAYSIA 4,000,000 +5.3%

10 THAILAND 9,450,000 +13.2% 20= NETHERLANDS 4,000,000 +2.6%

11 FRANCE 9,050,000 -2.2% 22 CHINA 3,850,000 +18.5%

SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
134  COMPARABILITY ADVISORY: BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT
INDIVIDUALS.
FLUCTUATION.
 JUL ELIGIBLE AUDIENCE REACH RATE RANKING:
TWITTER
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST TWITTER ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+

# COUNTRY REACH TOTAL QOQ # COUNTRY REACH TOTAL QOQ

OR OF POP. REAC CHANG OR OF POP. REAC CHANG
TERRITORY 13+ H E TERRITORY 13+ H E

01 JAPAN 49.3% 55,550,000 +2.6% 11 U.K. 30.4% 17,550,000 -4.1%

02 SAUDI ARABIA 45.9% 12,700,000 -2.3% 12 HONG KONG 29.9% 2,000,000 +17.6%

03 SINGAPORE 42.7% 2,250,000 +7.1% 13 IRELAND 29.3% 1,200,000 -11.1%

04 ANDORRA 40.6% 28,000 +18.9% 14 BERMUDA 29.2% 15,550 -15.3%

05 KUWAIT 38.3% 1,350,000 -6.9% 15 ISLE OF MAN 28.8% 21,150 -28.4%

06 JERSEY 36.9% 34,000 +63.9% 16 U.S. VIRGIN IS. 27.5% 24,000 +3.7%

07 LUXEMBOURG 36.7% 201,550 +3.7% 17 ANTIGUA & 27.5% 22,000 +34.6%

BARBUDA
08 PUERTO RICO 36.7% 909,650 -17.3% 18 NETHERLANDS 26.9% 4,000,000 +2.6%

09 ARUBA 32.3% 29,550 +25.5% 19 U.S.A. 26.0% 73,000,000 -0.3%

10 ICELAND 32.0% 91,550 +2.2% 20 CAYMAN IS. 24.9% 14,000 -20.2%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN TWITTER’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED
135 JUL 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES. DATA REPORTED BY TWITTER’S SELF-SERVICE TOOLS ARE SUBJECT TO SIGNIFICANT
FLUCTUATION.
INSTAGRAM
38
39
 JUL INSTAGRAM: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON INSTAGRAM

POTENTIAL INSTAGRAM’S QUARTER-ON- PERCENTAGE PERCENTAGE

AUDIENCE* THAT POTENTIAL QUARTER OF ITS AD OF ITS AD
FACEBOOK REPORTS ADVERTISING CHANGE IN AUDIENCE THAT AUDIENCE
CAN BE REACHED AUDIENCE INSTAGRAM’S INSTAGRAM THAT
USING ADVERTS ON COMPARED TO THE ADVERTISING REPORTS IS INSTAGRAM
INSTAGRAM TOTAL POPULATION REACH FEMALE* REPORTS IS
AGED 13+ MALE*

1.39 22.6% +7.7% 48.6%

BILLION
51.4%
+100 MILLION
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND
110 ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
 JUL PROFILE OF INSTAGRAM’S ADVERTISING AUDIENCE
2021 SHARE OF INSTAGRAM’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

16.4
15.7 15.7
%
14.2 % %
%

9.0
%
7.3%

3.7 3.8 4.7% 3.4

% % % 2.3
% 1.5 1.3 1.0
% % %
FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL
LE E LE E LE E LE E LE E LE E LE E
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEAR YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEAR
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS
111 S OLD
OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA ON THIS CHART REPRESENT INSTAGRAM’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL S OLD
MONTHLY ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
 JUL INSTAGRAM AD REACH RANKING
2021 COUNTRIES AND TERRITORIES WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES

# COUNTRY OR REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ

TERRITORY
01 INDIA 180,000,000 +20.0% 13 ARGENTINA 22,000,000 +4.8%
02 U.S.A. 170,000,000 +21.4% 14 SPAIN 21,000,000 -12.5%
03 BRAZIL 110,000,000 +10.0% 15 SOUTH KOREA 20,000,000 +17.6%
04 INDONESIA 93,000,000 +8.1% 16 THAILAND 19,000,000 +11.8%
05 RUSSIA 61,000,000 +7.0% 17= CANADA 18,000,000 +20.0%
06 TURKEY 50,000,000 +6.4% 17= COLOMBIA 18,000,000 +12.5%
07 JAPAN 48,000,000 +6.7% 17= PHILIPPINES 18,000,000 +5.9%
08 MEXICO 37,000,000 +8.8% 20= EGYPT 16,000,000 +6.7%
09 U.K. 29,000,000 -14.7% 20= SAUDI ARABIA 16,000,000 +6.7%
10 GERMANY 27,000,000 -10.0% 22= IRAQ 15,000,000 +7.1%
11 ITALY 25,000,000 -10.7% 22= MALAYSIA 15,000,000 +7.1%
12 FRANCE 24,000,000 -7.7% 22= UKRAINE 15,000,000 0%

SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). NOTE: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED
112 SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
 JUL ELIGIBLE AUDIENCE REACH RATE RANKING:
INSTAGRAM
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST INSTAGRAM ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+

# COUNTRY REACH TOTAL QOQ # COUNTRY REACH TOTAL QOQ

OR OF POP. REAC CHANG OR OF POP. REAC CHANG
TERRITORY 13+ H E TERRITORY 13+ H E

01 BRUNEI 84.2% 300,000 +15.4% 11 BAHRAIN 68.2% 1,000,000 +8.7%

002 GUAM 81.4% 110,000 +32.5% 12 ARUBA 67.8% 62,000 +14.8%
2
03 KAZAKHSTAN 78.2% 11,000,000 0% 13 MONTENEGRO 67.8% 360,000 +16.1%

04
04 CAYMAN IS. 78.2% 44,000 +18.9% 14 BERMUDA 67.7% 36,000 +20.0%

05 ICELAND 76.8% 220,000 0% 15 URUGUAY 66.2% 1,900,000 +11.8%

06
06 TURKEY 74.0% 50,000,000 +6.4% 16 BARBADOS 64.8% 160,000 +14.3%

07 CYPRUS 73.9% 770,000 0% 17 ISRAEL 64.8% 4,300,000 +13.2%

08
08 KUWAIT 73.7% 2,600,000 +8.3% 18 BRAZIL 62.5% 110,000,000 +10.0%

09 CHILE 68.6% 11,000,000 +10.0% 19 U.A.E. 62.2% 5,400,000 +8.0%

110 PANAMA 68.2% 2,300,000 +9.5% 20 NEW ZEALAND 61.7% 2,500,000 +19.0%
0

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED
113 JUL 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
 JUL INSTAGRAM BUSINESS ACCOUNT BENCHMARKS
2021 AVERAGE ACCOUNT GROWTH AND PUBLISHING BENCHMARKS FOR INSTAGRAM BUSINESS ACCOUNTS

AVERAGE AVERAGE PHOTO POSTS VIDEO POSTS CAROUSEL POSTS

MONTHLY NUMBER OF AS A AS A AS A
GROWTH IN MAIN FEED PERCENTAGE PERCENTAGE PERCENTAGE OF
ACCOUNT POSTS PER OF OF ALL MAIN FEED
FOLLOWERS DAY ALL MAIN FEED ALL MAIN FEED POSTS
POSTS POSTS

+1.71 1.6 63.6% 16.9 19.4

% % %
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. NOTES: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE OF DIFFERENT INSTAGRAM BUSINESS
114 ACCOUNTS. VALUES MAY NOT SUM TO 100% DUE TO ROUNDING.
 JUL INSTAGRAM ENGAGEMENT BENCHMARKS
2021 AVERAGE ENGAGEMENT RATES* FOR POSTS PUBLISHED BY INSTAGRAM BUSINESS ACCOUNTS

AVERAGE AVERAGE AVERAGE AVERAGE

ENGAGEMENT ENGAGEMENT ENGAGEMENT ENGAGEMENT
RATE FOR ALL RATE FOR RATE FOR VIDEO RATE FOR
POST TYPES PHOTO POSTS POSTS CAROUSEL POSTS

0.82% 0.81% 0.61% 1.01

%
SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND
115 COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR A BROAD RANGE
OF DIFFERENT ACCOUNTS, AND ACCOUNTS WITH A LARGER FOLLOWING WILL TYPICALLY EXPERIENCE SIGNIFICANTLY LOWER ENGAGEMENT RATES vs. THE AVERAGES CITED HERE.
 JUL INSTAGRAM ENGAGEMENT RATES BY FOLLOWERS
2021 COMPARING THE AVERAGE ENGAGEMENT RATE OF INSTAGRAM POSTS PUBLISHED BY BUSINESS ACCOUNTS WITH DIFFERENT

NUMBERS OF FOLLOWERS

AVERAGE INSTAGRAM AVERAGE INSTAGRAM AVERAGE INSTAGRAM

ENGAGEMENT RATE*: ENGAGEMENT RATE*: ENGAGEMENT RATE*:
BUSINESS ACCOUNTS WITH BUSINESS ACCOUNTS WITH BUSINESS ACCOUNTS WITH
FEWER THAN 10,000 10,000 – 100,000 FOLLOWERS MORE THAN 100,000
FOLLOWERS FOLLOWERS
<10 10K-100K >100
K K

1.18% 0.94%
0.73%
116

SOURCE: LOCOWISE (JUL 2021). FIGURES REPRESENT AVERAGES FOR Q2 2021. *NOTE: “ENGAGEMENT RATE” (AS USED HERE) REFERS TO THE COMBINED NUMBER OF LIKES AND
COMMENTS ON A POST COMPARED TO THE NUMBER OF ACCOUNT FOLLOWERS AT THE TIME OF POST PUBLICATION. ADVISORY: FIGURES REPRESENT AVERAGES FOR BUSINESS
ACCOUNTS ACROSS A VARIETY OF DIFFERENT CATEGORIES AND COUNTRIES.
YOUTUB
E
48
49
 JUL YOUTUBE OVERVIEW
2021 ESSENTIAL HEADLINES FOR YOUTUBE USE AROUND THE WORLD

POTENTIAL TOTAL NUMBER SHARE OF TOTAL YOUTUBE’S YOUTUBE’S

AUDIENCE* THAT OF HOURS OF YOUTUBE WATCH FEMALE AD MALE AD
GOOGLE REPORTS VIDEO TIME THAT TAKES AUDIENCE AS A AUDIENCE AS A
CAN BE REACHED WATCHED ON PLACE PERCENTAGE OF PERCENTAGE OF
USING ADVERTS ON YOUTUBE EACH ON MOBILE ITS TOTAL ITS TOTAL
YOUTUBE DAY DEVICES ADVERTISING ADVERTISING
AUDIENCE* AUDIENCE*

2.29 1 70% 54.2%

BILLION
45.8%
BILLION
SOURCES: KEPIOS ANALYSIS (JUL 2021), BASED ON DATA PUBLISHED IN YOUTUBE’S MARKETING MATERIALS AND GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: GOOGLE DOES
106 NOT OFFER YOUTUBE TARGETING ACROSS ALL COUNTRIES IN ITS SELF-SERVICE AD TOOLS. VALUES BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH
AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
 JUL PROFILE OF YOUTUBE’S ADVERTISING AUDIENCE
2021 SHARE OF YOUTUBE’S ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

12.1
%

9.1 9.2
8.7
% %
% 7.8
%
6.3 6.3
5.9
% %
%
4.3 4.2 4.0
% % 3.7
% %

FEMALE FEMALE FEMALE FEMALE FEMALE FEMALE

MALE MALE MALE MALE MALE MALE
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS
SOURCE: KEPIOS ANALYSIS (JUL 2021) BASED ON DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS. *NOTES: PERCENTAGES REPRESENT SHARE OF TOTAL AUDIENCE, NOT OLD
107 JUST AUDIENCES AGED 18+, SO WILL NOT SUM TO 100%. BASED ON DATA FOR AVAILABLE MARKETS ONLY. GOOGLE’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN
‘MALE’ OR ‘FEMALE’. *ADVISORY: DATA SHOWN HERE REPRESENT YOUTUBE’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MONTHLY
ACTIVE USERS.
 JUL YOUTUBE AD REACH RANKING
2021 COUNTRIES AND TERRITORIES WITH THE LARGEST YOUTUBE ADVERTISING AUDIENCES

# COUNTRY OR REACH % POP. 18+ # COUNTRY OR TERRITORY REACH % POP. 18+

TERRITORY
01 INDIA 448,000,000 36.2% 11 U.K. 53,000,000 83.8%

02 U.S.A. 240,000,000 78.6% 12 TURKEY 50,600,000 64.6%

03 BRAZIL 127,000,000 64.5% 13 FRANCE 49,600,000 83.9%

04 INDONESIA 107,000,000 42.4% 14 SOUTH KOREA 43,100,000 86.3%

05 RUSSIA 99,000,000 74.1% 15 EGYPT 40,500,000 47.5%

06 JAPAN 93,800,000 79.1% 16 ITALY 39,300,000 67.0%

07 MEXICO 74,100,000 63.0% 17 SPAIN 37,400,000 84.8%

08 GERMANY 66,000,000 82.4% 18 THAILAND 37,300,000 54.2%

09 VIETNAM 55,700,000 61.4% 19 PAKISTAN 36,100,000 21.2%

10 PHILIPPINES 54,200,000 59.3% 20 CANADA 32,200,000 89.5%

SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN GOOGLE’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED
108 SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF REPORT PUBLICATION. VALUES IN THE “% POP. 18+” COLUMN COMPARE YOUTUBE’S AUDIENCE AGED 18+ TO
TOTAL POPULATION AGED 18+, AND WILL NOT CORRELATE WITH TOTAL REACH. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE
CHANGES.
PINTEREST
54
55
 JUL PINTEREST: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON PINTEREST

POTENTIAL PINTEREST’S QUARTER-ON- PERCENTAGE PERCENTAGE

AUDIENCE* THAT POTENTIAL QUARTER OF ITS AD OF ITS AD
PINTEREST ADVERTISING CHANGE IN AUDIENCE AUDIENCE
REPORTS CAN BE AUDIENCE PINTEREST’S THAT THAT
REACHED WITH COMPARED TO THE ADVERTISING PINTEREST PINTEREST
ADVERTS ON TOTAL POPULATION REACH REPORTS IS REPORTS IS
PINTEREST AGED 13+ FEMALE* MALE*

223.3 3.6% +2.0% 77.1%

MILLION
14.9%
+4 MILLION
SOURCE: PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). FIGURES USE MID-POINTS OF PUBLISHED RANGES. *NOTE: PINTEREST PUBLISHES DATA FOR ‘UNSPECIFIED’ GENDER IN
137 ADDITION TO ‘MALE’ AND ‘FEMALE’, SO GENDER SHARE FIGURES WILL NOT SUM TO 100%. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE
ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES. PINTEREST ADDED MEXICO TO ITS AD TARGETING OPTIONS IN Q2, ADDING 14+ MILLION USERS TO THE GLOBAL
TOTAL.
 JUL PROFILE OF PINTEREST’S ADVERTISING AUDIENCE
2021 SHARE OF PINTEREST’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

29.3
%

16.0
% 13.5
%

6.5 7.1 7.4

% % %
4.1
2.4 2.8 2.8
% 1.6 1.7 1.5
% 1.0 % 0.6 0.9 % 0.7 0.3
% % % % % %
% %
FEMAL MAL N/A* FEMAL MAL N/A* FEMAL MAL N/A* FEMAL MAL N/A* FEMAL MAL N/A* FEMAL MAL N/A*
E E E E E E E E E E E E
18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEARS YEARS YEARS YEARS YEARS YEARS
OLD OLD OLD OLD OLD OLD
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). *NOTES: “N/A” CORRESPONDS TO “UNSPECIFIED” GENDER, AS REPORTED BY
138 PINTEREST’S TOOLS. DATA BASED ON THE SELECTION OF COUNTRIES AVAILABLE IN PINTEREST’S SELF-SERVICE TOOLS. *ADVISORY: DATA ON THIS CHART REPRESENT PINTEREST’S
ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.  COMPARABILITY ADVISORY: BASE CHANGES.
 JUL PINTEREST AD REACH RANKING
2021 COUNTRIES AND TERRITORIES WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES

# COUNTRY OR TERRITORY REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ

01 U.S.A. 89,900,000 -5.8% 11 NETHERLANDS 4,375,000 -15.1%

02 BRAZIL 27,500,000 +47.8% 12 POLAND 3,796,000 -9.9%

03 MEXICO 14,500,000 [NEW] 13 BELGIUM 2,341,500 -17.4%

04 GERMANY 14,100,000 -16.2% 14 AUSTRIA 1,920,500 -0.4%

05 U.K. 10,375,000 -19.1% 15 ROMANIA 1,740,000 +16.0%

06 FRANCE 9,780,000 -17.1% 16 PORTUGAL 1,710,000 +3.3%

07 CANADA 9,205,000 -10.2% 17 SWEDEN 1,620,000 -14.7%

08 ITALY 7,465,000 -14.3% 18 SWITZERLAND 1,617,000 -10.5%

09 SPAIN 6,545,000 -10.6% 19 GREECE 1,561,000 +2.0%

10 AUSTRALIA 4,575,000 -2.9% 20 HUNGARY 1,441,000 +3.0%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED JUL
139 2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ADVISORY:
“REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
JUL ELIGIBLE AUDIENCE REACH RATE RANKING: PINTEREST
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST PINTEREST ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+

# COUNTRY REACH TOTAL QOQ # COUNTRY REACH TOTAL QOQ

OR OF POP. REAC CHANG OR OF POP. REAC CHANG
TERRITORY 13+ H E TERRITORY 13+ H E

01 U.S.A. 32.0% 89,900,000 -5.8% 11 AUSTRALIA 21.3% 4,575,000 -2.9%

02 MALTA 32.0% 124,000 +30.5% 12 PUERTO RICO 20.8 515,500 -6.3%
%
03 GUAM 30.7% 41,500 +20.3% 13 GERMANY 19.1% 14,100,000 -16.2%

04 NETHERLANDS 29.4% 4,375,000 -15.1% 14 IRELAND 19.1% 783,500 -24.6%

05 CANADA 28.0% 9,205,000 -10.2% 15 PORTUGAL 18.9% 1,710,000 +3.3%

06 AUSTRIA 24.3% 1,920,500 -0.4% 16 DENMARK 18.9% 945,500 -28.1%

07 BELGIUM 23.6% 2,341,500 -17.4% 17 SWEDEN 18.8 1,620,000 -14.7%

%
08 LUXEMBOURG 23.1% 126,500 +0.8% 18 U.K. 18.0 10,375,000 -19.1%
%
09 NEW ZEALAND 22.3% 904,500 -0.2% 19 NORWAY 17.9% 834,500 -19.7%

10 SWITZERLAND 21.4% 1,617,000 -10.5% 20 FRANCE 17.6% 9,780,000 -17.1%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN PINTEREST’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED
140 JUL 2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ONLY
INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE
CHANGES.
SNAPCHA
T
61
62
 JUL SNAPCHAT: ADVERTISING AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON SNAPCHAT

POTENTIAL SNAPCHAT’S QUARTER-ON- PERCENTAGE PERCENTAGE

AUDIENCE* THAT POTENTIAL QUARTER OF ITS AD OF ITS AD
SNAP REPORTS CAN ADVERTISING CHANGE IN AUDIENCE AUDIENCE
BE REACHED WITH AUDIENCE SNAPCHAT’S THAT THAT
ADVERTS ON COMPARED TO THE ADVERTISING SNAPCHAT SNAPCHAT
SNAPCHAT TOTAL POPULATION REACH REPORTS IS REPORTS IS
AGED 13+ FEMALE* MALE*

513.9 8.4% -2.7% 43.1

MILLION
56.0% %
-14 MILLION
SOURCE: SNAP’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021), BASED ON THE MID-POINT OF PUBLISHED RANGES. *NOTE: SNAP’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR
128 GENDERS OTHER THAN ‘MALE’ AND ‘FEMALE’, BUT FIGURES FOR MALE AND FEMALE AUDIENCES DO NOT SUM TO THE TOTAL AUDIENCE FIGURE, SO GENDER SHARE FIGURES WILL
NOT SUM TO 100%.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
 JUL PROFILE OF SNAPCHAT’S ADVERTISING AUDIENCE
2021 SHARE OF SNAPCHAT’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

11.9
11.5
%
10.4 %
% 9.4 9.7
9.2
% 8.8 %
8.4 % 8.4
%
% %

4.7%

2.4%
1.1
%
FEMALE FEMALE FEMALE FEMALE FEMALE FEMALE
MALE MALE MALE MALE MALE MALE
13 – 17 18 – 20 21 – 24 25 – 34 35 – 49 50+
YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). NOTE: SNAP’S TOOLS DO NOT PUBLISH DATA FOR GENDERS OTHER THAN OLD
129 ‘MALE’ OR ‘FEMALE’, BUT FIGURES PUBLISHED IN THESE TOOLS FOR TOTAL AUDIENCE ARE HIGHER THAN THE SUM OF MALE AND FEMALE AUDIENCES, SO SHARE FIGURES MAY NOT
SUM TO 100%.
*ADVISORY: DATA ON THIS CHART REPRESENT SNAPCHAT’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL ACTIVE USERS.
 JUL SNAPCHAT AD REACH RANKING
2021 COUNTRIES AND TERRITORIES WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES

# COUNTRY OR REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ

TERRITORY
01 U.S.A. 105,250,000 -3.1% 12 TURKEY 11,700,00 -3.7%
0
02 INDIA 99,800,000 +6.2% 13 CANADA 10,250,00 -2.4%
0
03 FRANCE 23,400,000 -5.6% 14 BRAZIL 8,850,000 -20.6%

04 U.K. 19,800,000 -7.0% 15 NIGERIA 7,850,000 0%

05 SAUDI ARABIA 19,100,000 -6.1% 16 RUSSIA 7,350,000 -14.5%

06 MEXICO 17,650,000 -3.0% 17 AUSTRALIA 7,150,000 -5.3%

07 PAKISTAN 14,800,000 +6.5% 18 COLOMBIA 6,200,000 -5.3%

08 GERMANY 14,450,000 -7.4% 19 NETHERLANDS 5,650,000 -5.8%

09 IRAQ 12,150,000 -2.4% 20= ALGERIA 5,400,000 -0.9%

10 EGYPT 12,050,000 0% 20= MOROCCO 5,400,000 0%

11 PHILIPPINES 11,750,000 -11.3% 22 SOUTH AFRICA 5,100,000 -1.9%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED JUL
130 2021).
*NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ADVISORY: “REACH”
MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE CHANGES.
 JUL ELIGIBLE AUDIENCE REACH RATE RANKING:
SNAPCHAT
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST SNAPCHAT ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 13+

# COUNTRY REACH TOTAL QOQ # COUNTRY REACH TOTAL QOQ

OR OF POP. REAC CHANG OR OF POP. REAC CHANG
TERRITORY 13+ H E TERRITORY 13+ H E

01 LUXEMBOURG 75.2% 412,500 +12.2% 11 JORDAN 40.6% 3,000,000 +1.7%

02 SAUDI ARABIA 69.0% 19,100,000 -6.1% 12 NETHERLANDS 38.0% 5,650,000 -5.8%

03 NORWAY 68.7% 3,200,000 -3.0% 13 U.S.A. 37.5% 105,250,000 -3.1%

04 KUWAIT 52.5% 1,850,000 -7.5% 14 U.K. 34.3% 19,800,000 -7.0%

05 DENMARK 49.0% 2,450,000 -3.9% 15 OMAN 33.7% 1,400,000 -9.7%

06 SWEDEN 45.3% 3,900,000 -4.9% 16 NEW ZEALAND 33.3% 1,350,000 -6.9%

07 IRAQ 44.1% 12,150,000 -2.4% 17 AUSTRALIA 33.3% 7,150,000 -5.3%

08 IRELAND 42.7% 1,750,000 -12.5% 18 PALESTINE 33.2% 1,150,000 0%

09 FRANCE 42.1% 23,400,000 -5.6% 19 BELGIUM 32.8% 3,250,000 0%

10 BAHRAIN 41.9% 615,000 0% 20 CANADA 31.2% 10,250,000 -2.4%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN SNAP’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED JUL
131 2021). *NOTES: DATA ARE NOT AVAILABLE FOR ALL COUNTRIES. RANKINGS BASED SOLELY ON COUNTRIES FOR WHICH DATA ARE AVAILABLE AT THE TIME OF PUBLICATION. ONLY
INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: BASE
CHANGES.
67
68
LINKEDI
N
70
 LINKEDIN

• 722 Million Members

• 57% of LinkedIn users are male and 43% women
• 76% of users reside outside of the US
• 27.1% of all Canadian Internet users are on LinkedIn
• 59.9% of users are between 25 to 34 years of age
• 40% of users change their job, company or industry every 4 years
• 40 Million people use LinkedIn to look for jobs every week

71
 JUL LINKEDIN: ADVERTISING AUDIENCE
OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON LINKEDIN

POTENTIAL LINKEDIN’S QUARTER-ON- PERCENTAGE PERCENTAGE

AUDIENCE* THAT POTENTIAL QUARTER OF ITS AD OF ITS AD
LINKEDIN REPORTS ADVERTISING CHANGE IN AUDIENCE AUDIENCE
CAN BE REACHED AUDIENCE LINKEDIN’S THAT THAT LINKEDIN
WITH ADVERTS ON COMPARED TO THE ADVERTISING LINKEDIN REPORTS IS
LINKEDIN TOTAL POPULATION REACH REPORTS IS MALE*
AGED 18+ FEMALE*

768.2 +3.0% 56.9

14.0% 43.1% %
MILLION +23 MILLION
SOURCE: LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021).*NOTES: LINKEDIN’S TOOLS REPORT TOTAL MEMBERS, NOT MONTHLY ACTIVE USERS, SO FIGURES ON THIS CHART ARE NOT
123 COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS. LINKEDIN DOES NOT REPORT AUDIENCE FIGURESFOR GENDERS OTHER THAN ‘MALE’ OR ‘FEMALE’. GENDER SHARE FIGURES
HAVE BEEN EXTRAPOLATED FROM AVAILABLE DATA. *ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.
 JUL PROFILE OF LINKEDIN’S ADVERTISING AUDIENCE
2021 SHARE OF LINKEDIN’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

34.0
%

25.9%

10.9 10.4
8.7 % %
% 7.1
%
1.0 1.9
% %
FEMALE FEMALE FEMALE FEMALE
MALE MALE MALE MALE
18 – 24 25 – 34 35 – 54 55+
YEARS OLD YEARS OLD YEARS OLD YEARS
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021), BASED ON SHARE OF AVAILABLE DATA FOR GENDER AND AGE OLD
124 GROUP.
 COMPARABILITY
*ADVISORY: ADVISORY:
DATA ON BASE
THIS CHART CHANGES.
REPRESENT LINKEDIN’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH RESPECTIVE SHARES OF TOTAL MEMBERS OR ACTIVE
USERS.
 JUL LINKEDIN AD REACH RANKING
2021 COUNTRIES AND TERRITORIES WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES

# COUNTRY OR REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ

TERRITORY
01 U.S.A. 180,000,000 +5.9% 11 SPAIN 14,000,00 0%
0
02 INDIA 78,000,000 +4.0% 12= AUSTRALIA 12,000,00 0%
0
03 CHINA 50,000,000 0% 12= GERMANY 12,000,00 0%
0
04 BRAZIL 49,000,000 +2.1% 14 TURKEY 11,000,00 +10.0%
0
05 U.K. 31,000,000 0% 15 PHILIPPINES 10,000,00 0%
0
06 FRANCE 22,000,000 0% 16 COLOMBIA 9,900,000 +4.2%

07 INDONESIA 19,000,000 +5.6% 17 NETHERLANDS 9,400,000 +1.1%

08 CANADA 18,000,000 0% 18= ARGENTINA 8,900,000 +3.5%

09 MEXICO 17,000,000 +6.3% 18= SOUTH AFRICA 8,900,000 +3.5%

125
10 ITALY
SOURCE: EXTRAPOLATIONS 15,000,000
OF DATA PUBLISHED IN LINKEDIN’S 0%
SELF-SERVICE ADVERTISING TOOLS 20 MAYPNOT
(JUL 2021). ADVISORY: “REACH” AKIST AN UNIQUE
REPRESENT 7,300,000 +4.3%
INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
JUL ELIGIBLE AUDIENCE REACH RATE RANKING: LINKEDIN
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST LINKEDIN ADVERTISING AUDIENCES COMPARED TO POPULATION AGED 18+

# COUNTRY REACH TOTAL QOQ # COUNTRY REACH TOTAL QOQ

OR OF POP. REAC CHANG OR OF POP. REAC CHANG
TERRITORY 18+ H E TERRITORY 18+ H E
01 AMERICAN 103.1% 38,00 0 11 62.7 230,00 +4.5
SAMOA * 0 % MALTA % 0 %
02 102.7% 51,00 +2.0 12 61.8 3,100,000 0
BERMUDA * 0 % SINGAPORE % %
03 94.7 250,00 0 13 61.7 5,100,000 +2.0
ICELAND % 0 % U.A.E. % %
04 CAYMAN 87.6 46,00 +2.2 14 NEW 61.6 2,300,000 0
IS. % 0 % ZEALAND % %
05 81.8 53,00 0 15 60.4 12,000,00 0
ANDORRA % 0 % AUSTRALIA % 0 %
06 U.S. VIRGIN 76.1 61,00 +1.7 16 60.0 2,800,000 0
IS. % 0 % DENMARK % %
07 69.4 180,000,000 +5.9 17 58.3 18,000,00 0
U.S.A. % % CANADA % 0 %
08 67.7 9,400,000 +1.1 18 58.2 300,00 +3.4
NETHERLANDS % % LUXEMBOURG % 0 %
09 63.9 2,400,00 0 19 57.5 31,000,000 0
IRELAND % 0 % U.K. % %
10 62.9 53,00 +1.9 20 56.8 69,00 +1.5
ARUBA % 0 % GUAM % 0 %

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN LINKEDIN’S SELF-SERVICE ADVERTISING TOOLS (APR 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED
126 APR 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF 50,000+. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS. “REACH OF POP.
18+” VALUES SHOULD NOT TECHNICALLY EXCEED 100%, BUT DATA ARE SHOWN ‘AS-IS’, TO ENABLE READERS TO MAKE THEIR OWN JUDGMENTS.  COMPARABILITY ADVISORY: BASE
CHANGES.
 TIK TOK

• This newer kid on the block 6 years old, but received over 1 billion downloads of
their video-based app during their first year of operation. Today, TikTok reportedly
sees over 800 Million monthly users (according to a leaked advertising deck),
which instantly places it amongst the top social media platforms in the world in
terms of sheer user figures.

• Who’s on TikTok (and Why): Around 50% of TikTok’s audience is under the age of
35 in the US, with the majority of that audience concentrated amongst those
between the ages of 16 to 24. 

• The Content that Works Best on TikTok: Entertaining, interesting, comedic and
sometimes nonsensical short-form video content, usually set to the tune of popular
songs. Think fun, catchy music-video style content.

• You Should Prioritize TikTok if: You want to reach (and entertain) a young audience
with fun video-based content that doesn’t often have a direct connection to your
products or services. Being overly self-promotional on this platform won’t build
you a loyal following, so be prepared to take the approach of entertaining first.

76
 JUL TIKTOK OVERVIEW
2021 ESSENTIAL HEADLINES FOR TIKTOK USE AROUND THE WORLD

MONTHLY ACTIVE ACTIVE TIKTOK NUMBER OF NEW FEMALE USERS AS A MALE USERS AS A
TIKTOK USERS* USERS COMPARED TIKTOK APP INSTALLS PERCENTAGE OF PERCENTAGE OF
AROUND THE TO THE TOTAL AROUND THE WORLD TOTAL FEMALE AND TOTAL FEMALE AND
WORLD POPULATION AGED IN JUNE 2021* MALE USERS* MALE USERS*
13+

732 57 50.4%
11.9% 49.6%
MILLION MILLION
SOURCES: ‘TIKTOK FOR BUSINESS’ DECK (APR 2021); APP INSTALL DATA FROM SENSORTOWER (JUL 2021); GENDER SHARE DATA FROM GWI (Q1 2021). *NOTES: DOES NOT INCLUDE
144 DOUYIN, OR GWI DATA FOR CHINA. GENDER DATA ONLY REPRESENTS USERS AGED 16 TO 64. SEE GWI.COM FOR MORE DETAILS. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS
REPORT.
FACEBOOK
MESSENGER
 JUL FACEBOOK MESSENGER: AD AUDIENCE OVERVIEW
2021 THE POTENTIAL AUDIENCE* THAT MARKETERS CAN REACH USING ADVERTS ON FACEBOOK MESSENGER

POTENTIAL MESSENGER’S QUARTER-ON- PERCENTAGE OF PERCENTAGE OF

AUDIENCE* THAT POTENTIAL QUARTER MESSENGER’S AD MESSENGER’S AD
FACEBOOK REPORTS ADVERTISING CHANGE IN AUDIENCE THAT AUDIENCE THAT
CAN BE REACHED AUDIENCE FACEBOOK FACEBOOK REPORTS FACEBOOK REPORTS
USING ADVERTS ON COMPARED TO THE MESSENGER’S IS FEMALE* IS MALE*
MESSENGER TOTAL POPULATION ADVERTISING
AGED 13+ REACH

1.07 +5.6% 55.9

17.5% 44.1% %
BILLION +57 MILLION
SOURCE: FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). NOTE: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR GENDERS OTHER THAN ‘MALE’ AND
118 ‘FEMALE’.
*ADVISORY: “AUDIENCE” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS, OR MATCH THE ACTIVE USER BASE.  COMPARABILITY ADVISORY: BASE CHANGES.
 JUL PROFILE OF MESSENGER’S ADVERTISING AUDIENCE
2021 SHARE OF FACEBOOK MESSENGER’S GLOBAL ADVERTISING AUDIENCE* BY AGE GROUP AND GENDER*

19.6
%

14.0 14.0
% %
10.3
% 9.3
8.1 %
%
5.2 5.1
% %
2.4 3.0 3.0 2.6
% % 1.8 1.7
% %
% %
FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL FEMA MAL
LE E LE E LE E LE E LE E LE E LE E
13 – 17 18 – 24 25 – 34 35 – 44 45 – 54 55 – 64 65+
YEAR YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEARS OLD YEAR
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). *NOTES: FACEBOOK’S TOOLS DO NOT PUBLISH AUDIENCE DATA FOR
119 S OLD OTHER THAN ‘MALE’ OR ‘FEMALE’. *ADVISORIES: DATA ON THIS CHART REPRESENT FACEBOOK MESSENGER’S ADVERTISING AUDIENCE ONLY, AND MAY NOT CORRELATE WITH
GENDERS S OLD
RESPECTIVE SHARES OF TOTAL MONTHLY ACTIVE USERS. SOME AD FORMATS ARE NOT AVAILABLE IN ALL COUNTRIES, WHICH MAY AFFECT DATA.  COMPARABILITY ADVISORY: BASE
CHANGES.
 JUL FACEBOOK MESSENGER AD REACH RANKING
2021 COUNTRIES AND TERRITORIES WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES

# COUNTRY OR REACH ▲QOQ # COUNTRY OR TERRITORY REACH ▲QOQ

TERRITORY
01 INDIA 140,000,000 +7.7% 12= ITALY 19,000,000 +5.6%

02 BRAZIL 73,000,000 +4.3% 12= TURKEY 19,000,000 +5.6%

03 MEXICO 69,000,000 +7.8% 14 IRAQ 18,000,000 +5.9%

04 VIETNAM 56,000,000 +5.7% 15= ARGENTINA 16,000,000 +14.3%

05 PHILIPPINES 50,000,000 +6.4% 15= GERMANY 16,000,000 +6.7%

06 THAILAND 39,000,000 +5.4% 15= PERU 16,000,000 +6.7%

07 EGYPT 37,000,000 +8.8% 15= POLAND 16,000,000 0%

08 INDONESIA 31,000,000 +3.3% 19 ALGERIA 15,000,000 0%

09 BANGLADESH 30,000,000 +11.1% 20= MALAYSIA 14,000,000 +7.7%

10 U.K. 29,000,000 +3.6% 20= MYANMAR 14,000,000 +7.7%

11 COLOMBIA 22,000,000 +4.8% 22 PAKISTAN 13,000,000 0%

SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021). ADVISORY: “REACH” MAY NOT REPRESENT UNIQUE
120  COMPARABILITY ADVISORY: BASE CHANGES.
INDIVIDUALS.
 JUL ELIGIBLE AUDIENCE REACH RATE RANKING:
MESSENGER
2021 COUNTRIES AND TERRITORIES* WITH THE LARGEST FACEBOOK MESSENGER ADVERTISING AUDIENCES COMPARED TO POPULATION

AGED 13+

# COUNTRY REACH TOTAL QOQ # COUNTRY REACH TOTAL QOQ

OR OF POP. REAC CHANG OR OF POP. REAC CHANG
TERRITORY 13+ H E TERRITORY 13+ H E

01 MONGOLIA 91.7% 2,200,000 0% 11 ARUBA 72.2% 66,000 +4.8%

02 MALTA 85.2% 330,000 +3.1% 12 VIETNAM 71.6% 56,000,000 +5.7%

03 LIBYA 83.3% 4,400,000 +7.3% 13 CYPRUS 71.0% 740,000 +2.8%

04 GUAM 81.4% 110,000 +10.0% 14 BHUTAN 70.0% 430,000 -2.3%

05 ICELAND 80.3% 230,000 0% 15 FRENCH 69.8% 160,000 0%

POLYNESIA
06 GREENLAND 79.3% 37,000 +2.8% 16 NEW ZEALAND 69.2% 2,800,000 +3.7%

07 TONGA 77.7% 58,000 +3.6% 17 SAMOA 68.3% 92,000 +2.2%

08 FIJI 74.2% 500,000 +8.7% 18 MEXICO 68.1% 69,000,000 +7.8%

09 GEORGIA 73.4% 2,400,000 +4.3% 19 ECUADOR 66.8% 9,100,000 +5.8%

10 PALESTINE 72.2% 2,500,000 +4.2% 20 NORWAY 66.6% 3,100,000 +3.3%

SOURCES: EXTRAPOLATIONS OF DATA PUBLISHED IN FACEBOOK’S SELF-SERVICE ADVERTISING TOOLS (JUL 2021); POPULATION DATA FROM THE U.N. AND U.S. CENSUS BUREAU (ACCESSED
121 JUL 2021). *NOTE: ONLY INCLUDES COUNTRIES AND TERRITORIES WITH POPULATIONS OF AT LEAST 50,000 PEOPLE. *ADVISORIES: “REACH” MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: BASE CHANGES.
OTHER SOCIAL PLATFORMS
 JUL WHATSAPP
OVERVIEW
2021 ESSENTIAL HEADLINES FOR WHATSAPP USE AROUND

THE WORLD

MONTHLY ACTIVE WHATSAPP TOTAL NUMBER OF FEMALE USERS AS A MALE USERS AS A

ACTIVE USERS COMPARED WORLDWIDE PERCENTAGE OF PERCENTAGE OF
WHATSAPP TO THE TOTAL USERS OF TOTAL FEMALE AND TOTAL FEMALE AND
USERS* AROUND POPULATION AGED WHATSAPP MALE USERS* MALE USERS*
THE WORLD 13+* BUSINESS

2 33% 50 53.9
BILLION
46.1% %
MILLION
SOURCES: FACEBOOK (LATEST AVAILABLE DATA IN JUL 2021); GENDER DATA FROM GWI (Q1 2021). *NOTES: WHATSAPP RESTRICTS USE TO PEOPLE AGED 13 AND ABOVE, AND TO PEOPLE
142 AGED 16 AND ABOVE IN THE EU. GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE
INDIVIDUALS.
 COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
 JUL WECHAT OVERVIEW
2021 ESSENTIAL HEADLINES FOR WECHAT USE AROUND

THE WORLD

COMBINED ACTIVE WECHAT QUARTER-ON-QUARTER FEMALE MALE USERS

MONTHLY AND WEIXIN CHANGE IN GLOBAL USERS AS A AS A
ACTIVE WECHAT USERS MONTHLY ACTIVE PERCENTAGE PERCENTAGE
AND WEIXIN COMPARED TO THE USERS OF WECHAT OF TOTAL OF TOTAL
USERS* TOTAL OR WEIXIN FEMALE FEMALE
AROUND THE POPULATION AGED AND MALE AND MALE
WORLD 13+ USERS* USERS*

1.24 20.2% +1.4% 45.8% 54.2%

BILLION +39
MILLION

SOURCES: TENCENT Q1 2021 EARNINGS ANNOUNCEMENT (JUN 2021); GENDER DATA FROM GWI (Q1 2021). *NOTE: FIGURES REPRESENT USE OF EITHER WECHAT OR WEIXIN (THE
143 VERSION OF WECHAT AVAILABLE IN MAINLAND CHINA). GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. *ADVISORY: “USER” FIGURES MAY NOT
REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED
IN THIS REPORT.
 JUL QQ OVERVIEW
2021 ESSENTIAL HEADLINES FOR QQ USE AROUND THE

WORLD

MONTHLY ACTIVE QQ USERS QUARTER-ON- FEMALE MALE USERS

QQ USERS ACCESSING VIA QUARTER CHANGE USERS AS A AS A
AROUND THE SMART DEVICES IN QQ USERS PERCENTAGE PERCENTAGE
WORLD COMPARED TO THE ACCESSING VIA OF TOTAL OF TOTAL
ACCESSING VIA TOTAL POPULATION SMART DEVICES FEMALE FEMALE
SMART DEVICES AGED 13+ EACH MONTH AND MALE AND MALE
USERS* USERS*

606 9.9 +1.9% 45.5 54.5

MILLIO +12
N % MILLION % %
SOURCES: TENCENT Q1 2021 EARNINGS ANNOUNCEMENT (JUN 2021); GENDER DATA FROM GWI (Q1 2021). *NOTE: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS
145 AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA
ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
 JUL TELEGRAM
OVERVIEW
2021 ESSENTIAL HEADLINES FOR TELEGRAM USE AROUND

THE WORLD

MONTHLY ACTIVE ACTIVE TELEGRAM WORLDWIDE FEMALE USERS AS A MALE USERS AS A

TELEGRAM USERS COMPARED TELEGRAM APP PERCENTAGE OF PERCENTAGE OF
USERS* AROUND TO THE TOTAL DOWNLOADS TOTAL FEMALE AND TOTAL FEMALE AND
THE WORLD POPULATION AGED IN JUNE 2021 MALE USERS* MALE USERS*
16+*

550 9.6 26 58.6%

MILLIO
N % 41.4%
MILLION
SOURCES: TELEGRAM (APR 2021); GENDER SHARE DATA FROM GWI (Q1 2021). *NOTES: TELEGRAM’S TERMS OF SERVICE LIMIT USE TO PEOPLE AGED 16 AND ABOVE. GENDER DATA ARE
146 ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT
UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS
REPORT.
 JUL SINA WEIBO
OVERVIEW
2021 ESSENTIAL HEADLINES FOR SINA WEIBO USE AROUND

THE WORLD

NUMBER OF MONTHLY QUARTER-ON-QUARTER FEMALE MALE USERS

WORLDWIDE ACTIVE SINA CHANGE IN THE USERS AS A AS A
MONTHLY WEIBO USERS GLOBAL NUMBER OF PERCENTAGE PERCENTAGE
ACTIVE SINA COMPARED TO MONTHLY ACTIVE OF TOTAL OF TOTAL
WEIBO USERS THE TOTAL SINA WEIBO USERS FEMALE FEMALE
POPULATION AGED AND MALE AND MALE
14+ USERS* USERS*

530 8.8% +1.7 48.7% 51.3

MILLIO
N % %
+9
147 MILLION
SOURCES: WEIBO CORPORATION Q1 2021 EARNINGS ANNOUNCEMENT (JUN 2021); GENDER DATA FROM GWI (Q1 2021). *NOTE: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’
AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS. 
COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
 JUL REDDIT OVERVIEW
2021 ESSENTIAL HEADLINES FOR REDDIT USE AROUND

THE WORLD

MONTHLY ACTIVE MONTHLY REDDIT NUMBER OF FEMALE USERS AS A MALE USERS AS A

REDDIT USERS* USERS COMPARED WORLDWIDE PERCENTAGE OF PERCENTAGE OF
AROUND THE TO THE TOTAL DAILY ACTIVE TOTAL FEMALE AND TOTAL FEMALE AND
WORLD POPULATION AGED REDDIT USERS MALE USERS* MALE USERS*
13+

430 7.0 52 61.8

MILLIO
N % 38.2% %
MILLION
SOURCES: REDDIT (ACCESSED JUL 2021); GENDER SHARE DATA FROM GWI (Q1 2021). *NOTES: GENDER DATA ARE ONLY AVAILABLE FOR ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64.
148 PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.  COMPARABILITY ADVISORY: DATA ON THIS
CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
 JUL QUORA OVERVIEW
2021 ESSENTIAL HEADLINES FOR QUORA USE AROUND

THE WORLD

MONTHLY ACTIVE MONTHLY QUORA AVERAGE FEMALE USERS AS A MALE USERS AS A

QUORA USERS* USERS COMPARED DURATION OF PERCENTAGE OF PERCENTAGE OF
AROUND THE TO THE TOTAL EACH VISIT TO TOTAL FEMALE AND TOTAL FEMALE AND
WORLD POPULATION AGED QUORA’S MALE USERS* MALE USERS*
13+ WEBSITE

300 4.9 9M 42.9 57.1

MILLIO
N % 24S % %
SOURCES: QUORA (ACCESSED JUL 2021); VISIT DURATION FROM SEMRUSH (JUL 2021); GENDER SHARE DATA FROM GWI (Q1 2021). *NOTES: GENDER DATA ARE ONLY AVAILABLE FOR
149 ‘FEMALE’ AND ‘MALE’ USERS AGED 16 TO 64. PERCENTAGES MAY NOT SUM TO 100% DUE TO ROUNDING. *ADVISORY: “USER” FIGURES MAY NOT REPRESENT UNIQUE INDIVIDUALS.
 COMPARABILITY ADVISORY: DATA ON THIS CHART ARE NOT DIRECTLY COMPARABLE WITH SIMILAR DATA POINTS FOR OTHER PLATFORMS INCLUDED IN THIS REPORT.
 WHY U SE SOCIAL M EDIA FOR
ADVERTISING

• https://youtu.be/HC-tgFdIcB0

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 6 - MEASUREMENT

• Easily measured
• Measure entire customer journey
• Target the right customer
• Can act in real time to activity

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 SOCIAL MEDIA CLIENT AUDIT
ASSIGNMENT

Social Platform Client Audit (10%)

• Gain an in-depth understanding on how organizations are using
Social Media to drive business growth
• Choose one of the following organizations:
• Four Seasons Hotel
• Sandals Resorts
• Air Canada Airlines
• Marriott Hotel
• Hard Rock Café Restaurants

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 SOCIAL MEDIA CLIENT AUDIT
ASSIGNMENT
Conduct a Social Media Audit

• How is the company using their Social Media platforms?

• Which Platforms are they using, are they using more than one, are they posting different content on each of the
platforms or is the same content being posted on all the platforms?

• Benefits and Challenges of using the specific platform

• Provide examples of the content placed on the channel

• What engagement do they get from their audience, what is the size of their audience/following?

• What do you believe the benefit is to them for using more than one channel?

• Provide recommendations or suggestions on other ways they can use the platform to drive business and branding
content on the channels

Deliverable:

• Provide a full Social Media audit for the organization that you pick. The audit should be provided via a power
point, Prezi, Keynote document. The objective is to provide a full audit on how organization in the Hospitality
and Tourism are using ensure Social Platform to drive business and build their brands.

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 TIME TO TAKE YOU DIGITAL
TERMS QUIZ

• Located on Blackboard
• Open until Sunday September 18th @ 8:00 pm
• 20 minutes to complete

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 REFERENCE MATERIAL

• https://60secondmarketer.com/blog/2010/04/09/top-52-socia
l-media-platforms-2/
• 7 Top Social Media Sites in 2020 | Adobe Spark
• 5 New Social Media Platforms Marketers Should Watch in 2
020
• The 5 Types of Social Media and Pros & Cons of Each
• 9 Social Media Trends to Watch in 2020 | Sprout Social
• Social Media Trends 2020 - Hootsuite

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 NEXT WEEK

• Facebook ad manager
• Instagram ad manager
• Week 2 Discussion Board is due
• Work on the Social Media Audit

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