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Social media usage statistics for digital marketers in 2022


Part of a successful digital marketing strategy is your social media presence.

If you need numbers to prove the value of social media marketing, you’ve come to the right place. There are now 4.55 billion active social media users worldwide, but that number is 9.9% higher than last year.

That means that 400 million new people signed up for at least one social media account in the past year.

The world’s leading social networks are Facebook, YouTube, WhatsApp and Instagram.

Read on to find out more reasons your business needs social media marketing.

How many people use social media each month?

As of 2021, 84% of the US population will be using at least one social media network.

Globally, the active number of social media users is 57.6% of the total population. That means over half the world regularly uses at least one social media network once a month.

The seven largest social networks have over 1 billion monthly active users.

Facebook tops the list of the most used social networks, followed by YouTube and then the rest of the metaverse – WhatsApp, Instagram, and Facebook Messenger.

Let’s take a closer look at the numbers.

Average number of monthly users in 2021

Below are the statistics for the monthly users of the top 15 social media apps worldwide in 2021:

  1. Facebook – 2.89 billion
  2. YouTube – 2.29 billion
  3. WhatsApp – 2.00 billion
  4. Instagram – 1.39 billion
  5. Facebook Messenger – 1.30 billion
  6. WeChat (Weixin) – 1.25 billion
  7. TikTok (Douyin) – 1 billion
  8. LinkedIn – 800 million *
  9. QQ – 591 million
  10. Sina Weibo – 566 million
  11. Telegram – 550 million
  12. Snapchat – 538 million
  13. Kuaishou – 506 million
  14. Twitter – 463 million
  15. Pinterest – 454 million

* Total Members – Number of active users listed each month.

In the United States, some of the most popular social media platforms used by a percentage of adults include the following:

  1. YouTube – 81%
  2. Facebook – 69%
  3. Instagram – 40%
  4. Pinterest – 31%
  5. LinkedIn – 28%
  6. Snapchat – 25%
  7. Twitter – 23%
  8. WhatsApp – 23%
  9. TikTok – 21%
  10. Reddit – 18%
  11. Next door – 13%

Platform specific statistics

Check out this list of the Social Media Industry Leaders by 2021 and some of their best performance stats.

1. Facebook

Facebook is at the top of this list for a reason. Not only have they knocked out the competition with over 2.89 billion monthly users, but 69% of US adults have used Facebook at least once in the past year.

Facebook stats for 2021 tell a story with many chapters focusing on the younger generations.

Over 53% of Facebook users worldwide are in the 18 to 34 age group, with 25 to 34 year olds leading with 31.5% and 18 to 24 year olds with 22.7%.

Companies also benefit greatly from Facebook. Over 200 million companies use Facebook to reach their customers.

It’s no surprise to see that the average Facebook user clicks around 12 ads per month.

If you’re looking for more engagement with your brand, definitely give Facebook a try.

2. YouTube

Google may be the leading search engine, but YouTube is the second most popular search engine and website in the world.

People can’t stop watching YouTube. In the US, 62% of YouTube users visit YouTube every day. On a monthly basis, over 2 billion logged in users see an astonishing 1 billion hours of video every day.

YouTubers upload over 500 hours of content every minute. That’s not just a lot of content, but also a lot of commercials and promotions.

Advertisers will be happy to see YouTube ads are working, reaching 2.29 billion YouTube users.

3. Instagram

Instagram now connects over 1 billion users who want to share and create.

People also enjoy interacting with companies on Instagram. Over 200 million companies receive visits from Instagram users every day. You can see why many companies are now using Instagram to promote their brand.

According to Instagram, 90% of users follow a brand and 87% take action when they see a product.

The Instagram statistics on how people behave when shopping are also interesting. For example, 70% of shoppers are looking for their next purchase on Instagram, and over 130 million Instagram users tap shopping posts every month.

Additionally, 86% of Instagram users would likely try a product because it was shareable, and 50% of shoppers visited a website after seeing a product on Instagram Stories.

4. LinkedIn

LinkedIn is worldwide. The professional network has over 800 million users from over 200 countries. The site is known for professionally marketing itself and business contacts and has a wide reach.

In a digital trust survey, US consumers rated LinkedIn as the platform most likely to protect their privacy and data.

According to Statista, 59.2% of LinkedIn users fall into the 25 to 34 age group, with 56.6% of users being male.

LinkedIn is also good for B2B companies. According to a survey conducted by LinkedIn, they were number 1 among lead generation platforms.

5. Pinterest

Pinterest isn’t just about planning your wedding or storing 10 million recipes that you will never cook. It’s meant for pretty much anything you can think of, and that’s part of why people use the site.

Over 459 million people use Pinterest for inspiration, and 80% of Pinterest’s weekly users have discovered a new brand or product while reading the network’s feed.

And Pinterest has it went quite well. Incredibly, the company’s revenue grew 43% year over year in the third quarter of 2021.

However, Pinterest users generally have a purpose. Compared to everyone else, Pinterest blows away the competition when it comes to intent. That’s because 55% of users use the app specifically to search for products.

6. TikTok

With 1 billion monthly active users, 60% of whom are 18-34 years old, it cannot be denied that TikTok has a place in the marketing mix for many companies.

The top categories based on hashtag views include entertainment, dance, fitness / sports, home renovation / DIY, beauty, and fashion. Brands that can create content that fits into one of these categories are likely to increase their visibility with TikTok audiences.

How important is TikTok for e-commerce? According to a survey by Adweek & Morning Consult, 15% of adults and 36% of TikTok Generation Z users made a purchase based on content viewed on TikTok.

Start with TikTok content with data-driven advice from their platform.

  • Videos that are in full screen mode (9:16 ratio) have a 60% increase in impressions.
  • Videos with subtitles or text on the screen saw a 55.7% increase in impressions.
  • Videos with summary / end card information saw a 47.3% increase in impressions.

7. Snapchat

Snapchat’s potential advertising audience and user base of 538 million make it a great platform for brands – especially brands marketing to 13- to 24-year-olds, who make up over 58% of Snapchat’s user base.

According to Snapchat, 306 million people use the platform every day and spend an average of 30 minutes on the network. Over 210 million snapshots were taken daily in 2019.

Snapchat advertising is growing. In the third quarter of 2021, Snapchat revenue exceeded $ 1 billion.


On the way to 2022, new trends, functions and much more will emerge from social media.

Defined by the ability to move with the times, connect people and engage, these social media titans are likely to continue to drive the market.

The statistics don’t lie: Social media is here and it will stay that way.

More resources:

Featured image: Anna Frajtova / Shutterstock


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