There’s no denying that social media is constantly evolving. With various changes occurring every year, comprehending the role that social media is currently playing in the digital marketing industry is the first step to successful marketing efforts.
Research referenced in this article was conducted by Global WebIndex and can be found in their Digital 2022: Global Overview Report.*
There are currently 4.62 billion active social media users.
Currently, there are approximately 4.62 billion social media users around the world, which equates to around 58.4% of the total global population. Since more than half of the world is currently using social media, these platforms are providing businesses with the opportunity to reach a massive audience.
There has been a 10.1% increase in social media users since last year.
The number of active social media users has increased 10.1% between January 2021 and January 2022. Within the past 12 months, there have been 424 million new social media users around the world. This is equivalent to approximately 1 million new users every day – and over 13 new users every second.
The average internet user spends 2 hours and 27 minutes per day on social media.
According to the data, the average amount of time internet users between the ages of 13 and 64 spend using social media is 2 hours and 27 minutes per day. Estimating 8 hours of free time per person after subtracting approximately 8 hours of sleep and 8 hours of work, the average internet user spends almost one-third of their free time on social media.
Facebook is the world’s most-used social media platform – and is still growing.
Facebook tops the charts as the social media platform with the highest number of active global users – 2.91 billion. This number is continuing to grow as the total number of Facebook users increased by 170 million since last year, which equals a growth of 6.1%.
14.8% of social media users ranked Instagram as their favorite platform.
After Whatsapp, which 15.7% of social media users ranked as their favorite platform, Instagram takes second place with 14.8% of social media users declaring it their favorite platform. In previous years, Facebook was always always ranked higher than Instagram. However, this year Facebook fell slightly behind Instagram with 14.5% of social media users ranking it as their favorite platform.
Social media accounts for 33.1% of total digital advertising spend.
Businesses across the world are starting to allocate more of their digital marketing advertising expenditure towards social media, as it now accounts for 33.1% of total digital advertising spend. The social media advertising market is growing fast due to the increasing popularity of social media media platforms and the ability to reach more people than ever before. In fact, social media advertising spend has increased by 17.4% in the past year with a total annual spend of $154 billion.
1 in every 3 people in the world are exposed to YouTube ads.
YouTube’s ad reach has passed 2.5 billion as their ads reach an estimated 1 in every 3 people in the world. With the ability to reach about an impressive 32.4% of the total global population, YouTube presents massive opportunities for advertisers and businesses.
Instagram’s ad reach is up 21% in the past year.
Instagram ads now have a potential reach of 1.8 billion, which is approximately a 21% increase since last year. This equates to about 18.7% of the world population being reached by Instagram ads. With Instagram’s continuous growth, this number is only expected to continue increasing.