We’ve compiled the latest and most valuable social media statistics to inform your social marketing strategy. Understand how social media channels perform, get detailed information on essential demographics, and gather actionable insights into how users behave on each platform.

So, hold on to your hats and buckle up tight as we give you unparalleled access to the best social media statistics for 2022.

A note on sources: We’ve collected these 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 (including Simon Kemp’s overview).

Download the complete Digital 2022 report—which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.

General social media statistics

Social media usage continues to grow

Social media usage statistics

graph of daily time spent using social mediaa

Source: Hootsuite’s Digital Trends Report 2022

demographic profile of social media users

Source: Hootsuite’s Digital Trends Report 2022

Social media advertising statistics

  • Ad spending on social media is projected to reach over $173 million in 2022
  • In 2022, social media video ad spending will grow by 20.1% to $24.35 billion
  • Annual advertising spend on social media in 2022 will top $134 billion, an increase of over 17% YOY
  • 52% of social media users say that when a platform protects their privacy and data, it’s incredibly impactful on their decision to interact with the ads or sponsored content they see on the channel

US social network ad spending 2019-2023

Source: eMarketer

Want more social media advertising stats? We’ve got you. Check out our list of 50+ Social Media Advertising Statistics that Matter to Marketers in 2022.

Instagram statistics

Users

  • Instagram now boasts over 1.5 billion users
  • Instagram ads reach almost 30% of internet users
  • Instagram is the fourth most popular social networking site in the world
  • The average user worldwide spends 11.2 hours per month on Instagram
    • In Turkey, Insta’ usage is the highest, with an average of 20.2 hours per month
    • South Korea totals the lowest amount of time spent per month with 5.8 hours

Instagram time spent using mobile app

Source: Hootsuite’s Digital Trends Report 2022

Demographics

Usage

Instagram advertising audience profile

Source: Hootsuite’s Digital Trends Report 2022

Brands

Looking for even more Instagram marketing stats? Have a peek at 35 Instagram Stats That Matter to Marketers in 2022.

Facebook statistics

Users

  • Facebook’s MAUs are fast approaching 3 billion people, that’s 36% of the world’s population
  • 58.8% of the world’s total internet users use Facebook monthly
  • Just over 66% of Facebook users log onto the site daily

Demographics

  • 56.5% of Facebook users worldwide are male, 43.5% 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 America, women aged 25-34 are the most prolific users of Facebook
  • India boasts the most Facebook users, with 349 million choosing to use the channel. The US is close behind, with almost 194 million users.

Usage

world's most used social media platforms in January 2022

Source: Hootsuite’s Digital Trends Report 2022

Brands

graph of most valuable brands worldwide in 2021 Source: Statistica

US Facebook social commerce buyers

Source: Emarketer

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.

Twitter statistics

Users

Demographics

  • 38.5% of Twitter’s users are aged 25-34
  • Only 6.6% of Twitter’s users are aged 13-17
  • Twitter’s audience is predominantly male, with 70.4% of the platform’s demographic identifying as that gender, leaving women accounting for 29.6% of Twitter’s audience
  • 33% of Americans who use Twitter have a college degree

Usage

Twitter users worldwide 2019-2024

Source: Emarketer

Brands

  • 16% of internet users between the ages of 16-64 use microblogs for brand research
  • 211 million of Twitter’s daily active users can be monetized through ads
  • ​​Ad revenue on Twitter in 2021 exceed $1.41 billion, an increase of 22% YOY

Follow this link for even more Twitter stats.

YouTube statistics

Users

social media platform audience overlaps
Source: Hootsuite’s Digital Trends Report 2022

Demographics

Usage

Brands

  • The most popular search term on YouTube is song, followed by DJ, dance, and TikTok
  • 70% of viewers bought from a brand after seeing it on YouTube
  • Ads targeted to users by intent (rather than demographic) earn 100% higher lift in purchase intent
  • YouTube ads have the potential to reach 2.56 billion users

Need more YouTube stats in your life? Have a look at 23 YouTube Stats That Matter to Marketers in 2022.

Pinterest statistics

Users

Demographics

distribution of Pinterest users worldwide October 2021
Source: Statistica

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 mind yet)
  • Pinterest claims 12.4% of US social media visits
  • 26% of US Pinterest users visit the site daily, 68% weekly, and 91% monthly

Brands

  • Almost 11% of Internet users between the ages of 16-64 use online pinboards for brand research
  • Pinterest recent surpassed $2 billion in revenue, growing by 52% YOY
  • 80% of weekly users have discovered a new brand or product on Pinterest
  • Pinterest predicts that emerging trends in 2022 will be jewelry, biophilic design, traditional recipes, indoor swings, and… mullets.

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

Download the complete Digital 2022 report—which includes online behavior data from 220 countries—to learn where to focus your social marketing efforts and how to better target your audience.

LinkedIn statistics

Users

Facebook most used platform by US adults in March 2021

Source: Emarketer

Demographics

  • Over 185 million Americans use LinkedIn, making the country the highest user rate in the world
  • Hungary has one of the lowest LinkedIn usage rates, with only 1 million people on the platform
  • LinkedIn is most popular with men aged 25-34 years old, and least popular among women aged 55+

Usage

Brands

  • The most-followed brands on LinkedIn include Google, Amazon, TED Conferences, Forbes, Unilever, and Microsoft
  • LinkedIn boasts over 57 million companies listed on the site
  • LinkedIn ads reach just over 10% of the world’s population
  • Ads on LinkedIn reach 42.8% of women and 57.2% of men

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

Snapchat statistics

Users

Demographics

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

Snapchat advertising audience profile

Source: Hootsuite’s Digital Trends Report 2022

Usage

  • On average, people spend 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 are also scrolling through other channels too
  • In 2022, people will spend an average of 7 minutes per day on Snapchat
  • In 2021, Snapchat launched 18 New Year’s Eve lenses that generated more than 7 billion impressions

social networks average time spent in US by platform
Source: Emarketer

Brands

  • Snapchat’s revenue increased by 64% to 4.1 billion in 2021
  • 25 of Snapchat’s Discover Partners reached over 50 million unique Snapchatters from around the world
  • In 2021, cosmetic’s brand MAC built several AR try-on makeup lenses and launched these on the channel, resulting in 1.3 million try-ons, a 2.4x lift in brand awareness, and 17x increase in purchases
  • Snapchat’s minimum ad budget spend is $5
  • Snapchatters hold 4.4 trillion in spending power

Want more Snapchat stats in your life? Have a read of 21 Snapchat Stats That Matter to Social Media Marketers.

TikTok statistics

Users

  • Users spend an average of 19.6 hours per month on TikTok
  • 20% of American adults use TikTok
  • TikTok downloads via the App Store grew by 6% in January 2022
  • Also, in January 2022, TikTok boasted approximately 29.7 million daily active users via iOS devices worldwide

number of daily active TikTok users worldwide January 2019 to January 2022

Source: Statistica

  • The number of TikTok users in the US is expected to grow to just under 90 million by 2023

Demographics

share of US adults with favorable view of TikTok

Source: Statistica

Usage

  • TikTok users spend, on average, a total of 19.6 hours a month scrolling through the app
  • The video-sharing app comes in 6th position in a list of the world’s most-used social media platforms
  • Almost 84% of TikTok’s audience also use Instagram
  • The average US user spends 32.8 minutes per day on TikTok (that’s 2nd place after Facebook)
  • 57% of TikTok’s mentions around the internet are positive

social media sentiment in past year on TikTok versus other platforms

Source: Vox

Brands

Are your Toks the Tickest? Level up your TikTok knowledge with more Important TikTok Stats Marketers Need to Know.

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