10 key figures to know about social media in 2022
Social media dominates 21st-century marketing, and its global usage continues to grow. The diversity of platforms and their uses makes it difficult to navigate the flood of statistics they generate. To help you find your way through this avalanche of data, our social media agency offers a compilation of 10 key figures to remember about social media in 2022.
1. Number of social media users worldwide
More than half of the world's population now uses social networks (58.4%), which represents no less than 4.62 billion users.
When compared to the number of Internet users (4.95 billion Internet users), this means that 93.4% of Internet users visit social platforms.
In France, there are 52.6 million users on social networks, representing nearly 81% of the population.
2. New users
In terms of growth in the number of active social media users, this represents a 12% increase over 10 years. This growth is expected to bring the number of monthly active users to over 60% of the world's population by the end of 2022.
In fact, social media registers more than1 million new users every day, which is 13.5 new people every second.
3. Male/Female User Ratio
According to the latest figures, men are the most frequent users of social media (53.9%), compared to 46.1% for women. However, this figure should be considered in light of the different types of social networks used, as some platforms, such as Pinterest, attract more women than men.
4. Most used social networks in the world
In October 2021, the Digital Report 2022 study indicated that Facebook was the most used social network in the world with 2.91 billion users.
However, according to the same study, Facebook is only the third most popular social media platform among internet users (14.5%), behind WhatsApp (15.7%) and Instagram (14.8%). It should also be noted that there are disparities between countries.
Professional social networks are also seeing significant growth, with one in four users now using them for work. LinkedIn, in particular, has benefited from this trend. Its membership base jumped 11% over the past 12 months (+81 million), bringing the global total to over 808 million at the beginning of 2022.
5. Average time spent per user
No fewer than 424 million new users connected in the last 12 months, with an average daily time spent on social media of 2 hours and 27 minutes. This represents a slight increase of 2 additional minutes (+1.4%) between 2020 and 2021. This figure confirms just how increasingly present social media is in our daily lives.
6. Average time spent per social platform
According to data collected by App Annie from users with Android smartphones, YouTube is the platform on which users spend the most time (23.7 hours per month), followed by Facebook and TikTok, which are tied (19.6 hours). Behind the top three are WhatsApp (18.6 hours) and Instagram (11.2 hours).
7. Strongest growth for TikTok
As we've been saying for several years on So Bang, TikTok is social network since 2020, fastest-growing 8 new users every second.
According to a Brand Finance report, TikTok experienced the strongest growth rate of any brand, at 215%. In 2021, the revenue of its parent company in China, ByteDance, increased from $18.7 billion to $59 billion.
8. YouTube, king of advertising
Google's video platform is a huge success in terms of reach.Advertising on YouTube reaches approximately one in three people worldwide. This is not surprising, given that the social network's audience is also growing twice as fast as Facebook's.
On the social advertising front, the Meta group (Facebook's new name) and its various entities (Facebook, Instagram, Facebook Messenger, and Facebook Audience Network) are certainly not lagging behind. In France, it is estimated that Facebook Ads reach approximately 54% of the French population every month!
9. Videos, the most engaging content
YouTube's success can also be attributed to the fact that the platform uses the content format most favored by influencer marketing specialists: video. In fact, no less than 56% of influencer marketing professionals believe that YouTube videos are the most effective type of content for influencer marketing.
The length of videos also greatly influences engagement rates. Thus, in 2020, the median reach of very long videos (over 5 minutes) was approximately 9,700, which is 44.8% higher than that of long videos.
10. Social media advertising spending
According to Statista data, global advertising spending on social media exceeded $150 billion in 2021.Thus, social media advertising represents approximately one-third (33.1%) of total media budgets.
This increase in advertising spending on social networks is correlated with GWI data which shows that more than one in four internet users aged 16 to 64 (27.6%) discover new brands, products and services via social media advertising, which is very slightly below the figure for television ads (31.1%).
Key figures that represent opportunities for brands
And there you have it, you now know the main key figures for social networks in 2022. Of course, some data may vary slightly depending on the source but overall, these figures give a good overview of the social media landscape at the time of writing.
Based on this brief overview, it's clear that social media is becoming an increasingly strategic issue for brands and businesses. In this golden age of social media, a social media agency like So Bang can help you rapidly grow your brand awareness and sales on social networks.
To further your knowledge of social media, also discover the social media trends to follow in 2022.
(Source of the figures cited in this article: https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/)