Searching for the most recent social media statistics to gasoline your technique, development, and ROI? It’s your fortunate day.
Social is exhibiting no indicators of slowing down. The scene is altering quickly, with new apps and channels popping as much as cater extra particularly to shoppers’ wants and needs.
To supercharge your social media advertising and marketing technique, you have to perceive why individuals are behaving the best way they’re. It’s a fairly large deal.
Love or detest it, listed below are the ten massive social media statistics in 2022 all entrepreneurs ought to find out about:
1. What’s the preferred social media platform?
There are some clear winners within the international race for normal social media use. Fb takes the crown, with 60% of web customers in 48 markets saying they use the platform.
Instagram isn’t far behind at 55%, and TikTok has formally leapfrogged Twitter into third place with 49% of shoppers utilizing it.
Within the US, Snapchat is the third hottest social media app amongst Gen Z customers, whereas Pinterest is hottest amongst Gen X.
We’ve additionally spied an fascinating social media pattern on the decrease finish of the dimensions. Regardless of reputation again in 2020, voice-based social networking app Clubhouse has slid down within the utilization charts.
Simply 4% of worldwide shoppers say they use the social media platform commonly.
It’s probably been pushed apart by social contenders efficiently integrating comparable voice and audio options into their platforms. As an example, Twitter Areas is now increasing to incorporate podcasts. It’s a dog-eat-dog social media world.
2. How massive is TikTok, actually?
Since 2020, the variety of web customers who say they use TikTok month-to-month has risen from 32% to 45%. Apparently, engagement has grown probably the most amongst older shoppers, demonstrating the social community’s cross-generational attraction.
With its sound and music options serving to to drive video creation, father or mother firm Bytedance is now trying to disrupt the music streaming house with TikTok Music, a challenger model set to rival the likes of Spotify and Apple Music.
What influence will this have on the podcast scene? Watch this house.
3. Is brief-form video content material nonetheless king?
With TikTok holding its personal, it’s no shock short-form video content material is standard with shoppers. Over half (51%) of social media customers say they’ve watched a brief video (below 10 minutes) within the final week.
That doesn’t, nonetheless, imply longer movies (over 10 minutes) are shedding favor. Removed from it, really. 39% of social customers say they’ve watched one on-line within the final week. Video entrepreneurs, take word.
Apparently, short-form video is hottest with Gen X social media customers (53%), whereas long-form video is hottest with Gen Z (42%). Now there’s a social media pattern we didn’t anticipate.
4. How a lot time do individuals spend on social media?
On common, shoppers are spending nearly 2.5 hours a day on social media. That’s a major chunk of time to be glued to a display. But when we glance deeper into generational knowledge, we make clear a giant change.
12 months-on-year, millennials, Gen X, and child boomers are all spending barely extra time on social media. The exception to this pattern? Gen Z, who’re spending much less time on social.
Blasting the misperception that youthful shoppers are glued to social media, this perception proves they’re taking time to step away from screens. For extra on this pattern, take a look at our Gen Z report.
5. Which nations are most within the metaverse?
Our Zeitgeist knowledge reveals the nations the place social media customers are most focused on collaborating within the metaverse.
India is prime (57%), adopted by Brazil (42%), and China (30%).
By comparability, social media customers within the USA and the UK each have considerably decrease curiosity, every at 13% respectively.
So what actions are these social media customers focused on utilizing the metaverse for?
- 62% of customers in China say they’d watch TV/movies
- 56% of customers in India say they’d meet new individuals
- Customers in Brazil (61%), the USA (59%), and Japan (51%) say they’d play video games
- Customers within the UK (54%), Italy (51%), France (45%), and Germany (46%) say they’d typically discover
Meant to be a protected house to unite individuals by socially-driven tech, it’s no marvel shoppers desire a slice of metaverse motion.
6. How do individuals really feel about social media?
28% of social media customers are frightened they’re spending an excessive amount of time on social media. There are big variations by age, as 35% of Gen Z have this worry, in comparison with solely 22% of Gen X, and 18% of child boomers.
These insights could assist clarify our earlier statistic on why Gen Z are spending much less time on social. Elements like psychological well being could play a job right here, as simply 1 in 3 say they’re snug speaking about it – and this determine stays unchanged since Q2 2020.
The decline of digital advertising and marketing influencers and rise of authenticity are additionally prone to be pushing youthful generations away from pretend, filtered variations of actuality. Extra on this subsequent.
7. What do individuals dislike about social media?
In 8 markets studied, misinformation was customers’ largest social media frustration, however they’ve standout attitudes throughout platforms.
In comparison with the typical social media person in these markets:
- Twitter customers are 12% extra prone to be annoyed by abusive language or habits
- Instagram customers are 14% extra prone to suppose social media is just too addictive or takes up an excessive amount of of their time
- TikTok customers are 10% extra prone to say the quantity of content material on social is overwhelming
- Snapchat customers are 68% extra prone to say they’re jealous of different individuals
Insights like these justify the recognition of much less commercialized apps. Rising star BeReal is taking social media by storm, as shoppers shift away from the heavily-filtered fantasies of influencers, in direction of extra genuine snaps shared solely with shut family and friends inside a two minute each day window.
Not solely does this minimize down time spent doomscrolling on social, it reduces the stress of perfectionism for energetic customers, shifting the aim again to connecting with actual individuals. With that in thoughts, it’s simple to know the attraction.
8. Can social media be used for good?
On the flip facet of social frustration, is social wellness. Millennials are the biggest viewers on social media, making up 37% of all customers. They’re additionally the almost certainly technology to suppose social media is sweet for society – and 41% do.
All of it comes down to private perceptions of social. Each touchpoint contributes in direction of the expertise of energetic customers: from which platforms they use, to what they use them for, to how the content material they see makes them really feel.
New challenger apps like WeAre8 are altering the best way individuals take into consideration social media. Placing actual individuals and the planet first, the platform repels conventional algorithm-driven feeds. Taking a extra conscious method to social media and content material advertising and marketing, it goals to drive social wellness for all customers.
9. What are individuals utilizing social media for?
Large pattern alert. In terms of causes for utilizing social media, we’ve seen the quickest development in watching or following sports activities, rising 5% amongst social media customers year-on-year. This development is mirrored throughout Instagram, Snapchat, Twitter, Fb, and TikTok – so undoubtedly price taking note of.
We additionally see this echoed in our newest Sports activities knowledge. TikTok is turning into the go-to social media platform for sports activities content material, with a 70% rise in followers outdoors China utilizing it to comply with sports activities.
Sports activities communities have at all times been on the coronary heart of the sport, with followers doubling up as model ambassadors for golf equipment, groups, {and professional} athletes. And with the rise of the metaverse, social interplay by sports activities is sure to develop.
10. Do shoppers discover new manufacturers on social media?
Questioning how efficient social media advertising and marketing is for model discovery and analysis? Listed below are 3 insights price remembering:
- 27% of shoppers uncover new manufacturers/merchandise by social media promoting
- 22% uncover them by suggestions or feedback on social media
- 16% uncover them by updates on manufacturers’ social media pages
In a nutshell, encouraging social engagement boosts model consciousness, producing higher outcomes than merely letting individuals know what you’ve received occurring. Suppose user-first.
Social can be turning into a brand new type of search.
43% of shoppers search for extra details about manufacturers, merchandise, or companies by social networks. That’s why it’s essential to include social media into your digital advertising and marketing technique.
You don’t need to be on each social platform going, however be sure you have a strong social media presence. If energetic customers can’t discover you, your subsequent greatest competitor will just do properly.
