160+ Social Media Statistics Marketers Need in 2023

Looking for the latest and greatest social media statistics for 2023? We’ve compiled the most valuable insights for each platform so you can get an idea of which channel or trends to focus on this year.

Use this social media data on audience demographics, usage, and behaviors to inform your marketing and social media strategy for the year ahead.

A note on sources: We’ve collected these social media stats from third-party surveys, whitepapers, and reports from the platforms themselves. Interested in digging deeper? Start with Hootsuite’s Global State of Digital 2022 Report.

General social media statistics

Social media usage statistics

• Over 4.74 billion people across the world use social media
• In 2022, the number of social media users increased by 4.2%
• Over 75% of the world’s population aged 13+ uses social media
• Over 93% of internet users are social media users
• 76% of North Americans use social media

Source: Hootsuite’s Digital Trends Report 2022

• Worldwide, people spend an average of 2 hours and 28 minutes per day on social media
• In 2022, users increased their time spent on social media by 1 minute compared to 2021
• Nigeria, Brazil, and South Africa spend the most amount of time on social media
• Japan, South Korea, and Austria spend the least amount of time on social media
• The USA dips slightly below the average worldwide time spent on social, with an average of 2 hours and 11 minutes per day

Source: Hootsuite’s Digital Trends Report 2022

• The average user will visit 7.2 social media platforms each month
• Men aged 55-64 are the demographic that uses social media the least
• Women aged 16-24 years old use social media the most, spending an average of 3 hours and 10 minutes per day on social media
• The main reasons people use social media is to stay in touch with friends and family, fill spare time, and read the news

Source: Hootsuite’s Digital Trends Report 2022

Social media advertising statistics

• Ad spending on social media is projected to reach over $268 billion in 2023
• In 2022, marketers spent $65.31 billion on social media advertising
• Social video advertising is expected to reach $79.28 billion in 2024
• There was a 12% increase in social spending in Q3 2022 compared with Q3 2021
• Overall user trust in social media platforms declined in 2022

Want to dive deeper into social advertising? Read more insights in Important Social Media Advertising Stats.

Instagram statistics

Users

• Instagram now boasts over 1 billion monthly active users
• Instagram ads reach nearly 30% of internet users
• Instagram is the fourth most popular social networking site in the world
• The average user worldwide spends 11.7 hours per month on Instagram

Demographics

Source: Statista

• Users aged 25-34 are the biggest cohort of Instagram users
• Globally, Instagram is Gen Z’s favorite social media platform
• Men account for 50.7% of Instagram users, with women making up the other 49.3%

Usage

• 59% of US adults use Instagram daily
• 91% of active Instagram users say that they watch videos on the platform weekly
• 50% of Instagram users say that they’ve visited a brand’s website after viewing their Stories
• Over half of Instagram users interact with a Reel at least once a week
• Reels make up more than half of content reshared through Instagram DMs
• Ads on Instagram are most likely to reach men and women between the ages of 18-34

Source: Hootsuite’s Digital Trends Report 2022

Brands

• 90% of Instagram users follow a business
• 62.3% of Instagram users worldwide say they use the platform to follow or research brands and products
• 70% of users are open to seeing ads when watching video on Instagram

Looking for even more Instagram marketing stats? Have a peek at 35 Instagram Stats That Matter to Marketers in 2023.

Facebook statistics

Users

• Facebook boasts 2.93 billion monthly active users (MAUs), which is 36.7% of the world’s total population
• 57.8% of the world’s total internet users use Facebook monthly
• Just over 67% of Facebook users log onto the site daily

Source: Hootsuite’s Digital Trends Report 2022

Demographics

• 56.6% of Facebook users worldwide are male, 43.4% are female
• Almost 20% of Facebook’s worldwide users are men aged 25-34
• Women aged 13-17 are Facebook’s lowest demographic of users across the globe
• In the US, people aged 25-34 use Facebook more than any other age group
• Users aged 13-17 make up only 3.9% of Facebook users in the US
• India boasts the largest Facebook audience, with a reach of 327 million users. The US is close behind, with an audience of 179 million users

Usage

Source: Hootsuite’s Digital Trends Report 2022

• Facebook is the most-used social media platform in the world
• People around the world spend an average of 19.7 hours per month using Facebook
• Facebook is the second most popular social media channel, coming just behind WhatsApp
• Only 0.6% of users are unique to the platform, meaning Facebook is the only social platform this group uses
• The primary reason people use Facebook is to message friends and family
• Over 77% of Facebook users also use Instagram
• The average US user spends 33 minutes per day on Facebook
• Over one-third of US adults regularly get news from Facebook

Brands

• Facebook is the seventh most valuable brand worldwide

Source: Statista

• 66% of Facebook users visit a local business page at least once a week
• 69% of online shoppers who use Meta platforms weekly made purchases after seeing personalized content on Facebook or Instagram

If you want to get ahead of the social commerce game, check out our Guide to Getting Started with Social Commerce or even more Facebook stats.

TikTok statistics

Users

• TikTok reached 755 million users worldwide in 2022

Source: Insider Intelligence

• 21% of American adults use TikTok
• In 2022, TikTok was the most downloaded mobile app in the world, with 672 million downloads

Source: Statista

• The number of TikTok users in the US is expected to grow to just over 100 million by 2024
• TikTok ads reach 18.6% of total internet users worldwide

Demographics

• In the US, over half of people aged 18-29 years old use TikTok
• People between the age of 18 and 34 make up the majority of TikTok users in the US
• 61% of TikTok’s user base identifies as female
• People between the ages of 12 and 24 account for 41.6%, or nearly half, of TikTok’s users in the US

Usage

• TikTok users worldwide spend an average of 22.9 hours per month on the app
• The video-sharing app comes in 6th position in a list of the world’s most-used social media platforms
• 81% of TikTok users also use Instagram
• The primary reason people use TikTok is to look for funny or entertaining content
• The average US user spends nearly 46 minutes per day on TikTok, about even with YouTube

Source: Insider Intelligence

Brands

• The most popular TikTok account is Khabane Lame (@khaby.lame), who has over 154 million followers
• The most followed brand account is TikTok’s own channel, with 67 million followers
• 63% of TikTok ads with the highest CTR share their message within the first 3 seconds
• Vertical TikTok videos shot have a 25% higher watch-through rate

Are your TikToks ticking all the engagement boxes? Level up your TikTok knowledge with 23 Important TikTok Stats Marketers Need to Know in 2023.

Twitter statistics

Users

• Twitter has 238 million daily active users
• Users spend an average of 5.1 hours per month on Twitter
• Twitter is more popular with millennials than Gen Z
• American Twitter users are more likely to be Democrats than Republicans
• 23% of US adults use Twitter
• Twitter is the seventh most popular social media platform worldwide
• The app is the most used in the US, followed by Japan

Source: Statista

Demographics

• 38.5% of Twitter’s users are aged 25-34
• Only 6.6% of Twitter’s users are aged 13-17
• Worldwide, Twitter’s audience leans more male, with 56.4% of the platform’s demographic identifying as male. 43.6% of Twitter’s audience identifies as female
• 33% of Americans who use Twitter have a college degree

Usage

• People spend over 5 hours a month browsing Twitter
• The primary reason Twitter users are on the app is to keep up to date with news and current events
• 87% of Twitter users also use Instagram
• Adults spend an average of 31 minutes a day on Twitter
• The number of Twitter users worldwide is expected to decrease by 5.1% in 2024

Source: Insider Intelligence

Brands

• Over 15% of internet users between the ages of 16-64 use microblogs for brand research
• Twitter ads can reach over 544 million users worldwide
• 9% of web traffic referrals are driven by Twitter

Follow this link for even more Twitter stats.

YouTube statistics

Users

• Out of all the social networking channels, people spend the most time hanging out on YouTube
• YouTube boasts an average of 23.4 hours per month spent on the video platform, the most time out of all social platforms
• 81% of Americans use YouTube
• 36% of American adults say that they visit YouTube several times a day
• Worldwide, 47.5% of YouTube users are also on TikTok

Demographics

• 80% of parents say that their children (under 11) watch YouTube
• 54% of YouTube users are male, and 46% are female
• YouTube is most popular in India, closely followed by the US and Indonesia
• The video platform is used by 95% of US teens, making it the most popular social media platform among Gen Z

Source: Pew Research Center

Usage

• YouTube is the second-most visited website in the world after Google
• The website generates over 66 billion visits per month
• People spend an average of 23.4 hours per month on YouTube
• YouTube is the second most-used social media platform in the world
• Visitors spend an average of 29 minutes and 37 seconds per visit to YouTube
• In 2022, over 500 hours of video were uploaded to YouTube each minute of the day
• Mobile users visit twice as many pages on YouTube as desktop users
• Sports viewership on YouTube is expected to reach 90 million by 2025
• YouTube Shorts have now been viewed over 5 trillion times
• 59% of Gen Z users say they use short-form video apps to discover content that they then watch longer versions of

Brands

• The most popular search term on YouTube is “song,” followed by “movie” and “video”
• 68% of users watched YouTube to help them make a purchase decision
• 13.8% of internet users aged 16-64 use videos for brand research
• Vertical creative assets deliver 10% to 20% more conversions per dollar on YouTube Shorts than using landscape assets alone
• YouTube ads have the potential to reach 2.51 billion users

Need more YouTube stats in your life? Have a look at 23 YouTube Stats That Matter to Marketers in 2023.

LinkedIn statistics

Users

• Over 875 million people across the world use LinkedIn
• 28% of US adults are on LinkedIn

Demographics

• Over 194 million Americans use LinkedIn, making the country the highest user rate in the world
• Finland has one of the lowest LinkedIn usage rates, with only 1 million people on the platform
• Nearly 60% of LinkedIn users are between the ages of 25 and 34, while users aged 55+ only make up 2.9% of the platform’s audience

Source: Statista

Usage

• 101 job applications are submitted every second on LinkedIn
• Every week, 52 million people use LinkedIn to search for jobs
• Globally, 66% of LinkedIn users also use Twitter
• 29% of LinkedIn users around the world say they use the platform to keep up with current events
• Just over 16% of LinkedIn users log in daily via the app, with 48.5% logging in monthly
• 8 people are hired every minute on LinkedIn

Brands

• The most-followed brands on LinkedIn include Amazon, Google, TED Conferences, Microsoft, Unilever, and Forbes
• LinkedIn boasts over 58 million companies listed on the site
• LinkedIn experienced a 17% growth in revenue by the end of 2022
• The networking site has expanded into content and currently has 150 million subscriptions to newsletters on LinkedIn
• LinkedIn ads reach 857 million people, just over 10% of the world’s population
• Ads on LinkedIn reach 43.8% of women and 56.2% of men

If you’re after even more juicy LinkedIn stats, have a read through LinkedIn Statistics Marketers Should Know.

Pinterest statistics

Users

• 445 million people use Pinterest monthly
• 86 million people in the US use Pinterest monthly
• 31% of Americans use Pinterest

Demographics

• The number of Gen Z and male users on Pinterest has increased by 40% YOY
• Women make up 60% of Pinterest’s global audience
• 45% of people in the US who earn more than $100,000 in household income use Pinterest
• 76.7% of Pinterest users are women, 15.3% are male, and 8% did not specify

Source: Statista

Usage

• 86% of Pinterest users also use Instagram, which isn’t surprising given the visual nature of both channels
• 97% of top searches on Pinterest are unbranded (meaning users haven’t made up their minds yet and/or are looking for inspiration or ideas)
• 8 out of 10 people associate Pinterest with feeling positive
• The main reason people use Pinterest is to follow or research brands and products
• 6.52% of web traffic referrals come from Pinterest

Brands

• Almost 10.4% of Internet users between the ages of 16-64 use online pinboards for brand research
• Pinterest ads reach over 270 million people
• Females aged 25-34 make up one-third of Pinterest’s ad audience
• 80% of weekly users have discovered a new brand or product on Pinterest
• 80% of Pinterest Predicts trends come true each year

Have a look at more hair-raising Pinterest stats with our blog on Pinterest Statistics That Matter to Marketers.

Snapchat statistics

Users

• Snapchat boasts 363 million daily active users
• Year-over-year growth for DAUs was 19% in 2022
• 25% of American adults use Snapchat (outpacing Twitter and TikTok)

Demographics

• Globally, Snapchat reaches 75% of the Gen Z and millennial populations
• The social media app is most popular with both men and women aged 18-24, and the least popular cohort is men aged 50+

Source: Hootsuite’s Digital Trends Report 2022

Usage

• On average, users spend a little over 3 hours per month on Snapchat
• Surprisingly, Snapchat is the only channel that doesn’t hold its user base exclusively, meaning that Snapchat’s audience is also scrolling through other channels
• 59% of Snapchat users visit the app daily
• In 2022, daily average time spent for users aged 35 and older watching Shows and publisher content increased by more than 40% year-over-year

Brands

• Snapchat’s revenue increased to 4.4 billion in 2022
• In 2022, time spent watching Snapchat’s Spotlight content increased by 55% year-over-year
• Snapchat users are 34% more likely to make a purchase after seeing an ad on the platform
• The app’s subscription service, Snapchat+ reached over 1.5 million paying subscribers in Q3 2022
• Snapchat’s total potential ad audience worldwide is over 575 million
• Snapchatters hold 4.4 trillion in spending power

Want more Snapchat stats in your life? Read Snapchat Stats That Matter to Social Media Marketers next.

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