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

So, concur 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: Nosotros've nerveless these stats from third-party surveys, whitepapers, and reports from the platforms themselves. Interested in digging deeper? Offset with Hootsuite's Global State of Digital 2022 Study (including Simon Kemp's overview).

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

Social media usage continues to abound

  • Over four.62 billion people beyond the world utilise social media
  • Social media has grown at a chemical compound annual growth rate of 12% since 2012
  • In 2021, social media usage grew at an boilerplate rate of 13.v new users every unmarried second
  • Most 75% of the world's population anile 13+ uses social media
  • Over 93% of regular internet users log into social media
  • 72% of Americans apply social media

Social media usage statistics

  • Worldwide, people spend an average of 2 hours and 27 minutes per 24-hour interval on social media
  • In 2021, people increased their fourth dimension spent on social media past two minutes compared to 2020
  • Nigeria, the Philippines, and Ghana spend the about amount of time on social media
  • Japan, North korea, and kingdom of the netherlands spend the least corporeality of time on social media

graph of daily time spent using social mediaa

Source: Hootsuite's Digital Trends Report 2022

  • The USA dips slightly beneath the boilerplate worldwide time spent on social, with an average of 2 hours 14 minutes
  • In a month, the boilerplate user will visit 7.5 social media platforms
  • Men anile 20-29 are the demographic that uses social media the virtually

demographic profile of social media users

Source: Hootsuite's Digital Trends Study 2022

  • Women aged 16-24 years old utilise social media the near, clocking in an average of iii hours xviii minutes per mean solar day
  • People mainly use social media for staying in touch with friends and family, filling spare fourth dimension, and reading the news

  • Advertising spending on social media is projected to reach over $173 million in 2022
  • In 2022, social media video advertizing spending will grow by 20.i% to $24.35 billion
  • Almanac 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 information, it's incredibly impactful on their decision to interact with the ads or sponsored content they see on the aqueduct

US social network ad spending 2019-2023

Source: eMarketer

Desire more social media advertising stats? We've got you. Bank check out our list of l+ Social Media Advertizement Statistics that Thing to Marketers in 2022.

Instagram statistics

Users

  • Instagram at present boasts over 1.five billion users
  • Instagram ads attain well-nigh 30% of internet users
  • Instagram is the 4th nearly popular social networking site in the globe
  • The boilerplate user worldwide spends 11.2 hours per month on Instagram
    • In Turkey, Insta' usage is the highest, with an boilerplate of 20.2 hours per month
    • Republic of korea totals the lowest amount of fourth dimension spent per calendar month with 5.eight hours

Instagram time spent using mobile app

Source: Hootsuite's Digital Trends Report 2022

Demographics

  • Users aged 25-34 are the biggest cohort of Instagram users
  • Instagram is Gen-Z's favorite social media platform
  • Men account for 51.6% of Instagram users, with women making up the other 48.4%

Usage

  • 59% of US adults use Instagram daily
  • 91% of active Instagram users say that they watch videos on the platform weekly
  • 50% of Instagram users say that they've clicked through to a brand'due south website later on viewing their Stories
  • Instagram drives conversions. 92% of users say that they've acted in the moment after seeing a product on Instagram.
  • Ads are almost probable to reach men and women between the ages of eighteen-34
  • The nigh pop hashtag on Instagram is #Dearest, followed by #Instagood and #Mode

Instagram advertising audience profile

Source: Hootsuite's Digital Trends Report 2022

Brands

  • 90% of Instagram users follow a concern
  • 2 in 3 people say that Instagram helps them to connect with brands
  • 50% of people are more interested in a brand subsequently seeing an ad on Instagram

Looking for fifty-fifty more Instagram marketing stats? Have a peek at 35 Instagram Stats That Affair to Marketers in 2022.

Facebook statistics

Users

  • Facebook's MAUs are fast budgeted iii billion people, that's 36% of the world's population
  • 58.8% of the world's total net users employ Facebook monthly
  • Just over 66% of Facebook users log onto the site daily

Demographics

  • 56.five% of Facebook users worldwide are male person, 43.5% are female
  • Most 20% of Facebook's worldwide users are men aged 25-34
  • Women anile 13-17 are Facebook'southward lowest demographic of users across the earth
  • In America, women anile 25-34 are the most prolific users of Facebook
  • India boasts the most Facebook users, with 349 million choosing to utilise the channel. The The states is close behind, with nearly 194 meg users.

Usage

  • Facebook is the virtually-used social media platform in the world

world's most used social media platforms in January 2022

Source: Hootsuite's Digital Trends Report 2022

  • People spend, on average, 19.6 hours per calendar month using Facebook
  • People spend almost 20 hours per month browsing Facebook
  • Facebook is the 3rd most popular social media channel, coming behind WhatsApp and Instagram
  • Simply 0.7% of users are unique to the platform, meaning that this cohort only uses Facebook to quench their social media thirst
  • Almost 50% of Facebook users likewise use Twitter
  • The average U.s. user spends 34.half-dozen minutes per day on Facebook
  • Facebook has experienced 3% growth in site traffic, year over twelvemonth (effectually 25.5 billion visits per month)

Brands

  • Facebook is the seventh almost valuable brand worldwide

graph of most valuable brands worldwide in 2021 Source: Statistica

  • 66% of Facebook users visit a local business folio at least once a week
  • In 2021, ane third of Facebook'south users purchased on the platform, a number that'due south expected to grow over the next few years

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 than Facebook stats.

Twitter statistics

Users

  • Users spend an average of 5.i hours per month on Twitter
  • Twitter is more than popular with millennials than Gen-Z
  • American Twitter users are more than likely to be Democrats than Republicans
  • 22% of Americans use Twitter

Demographics

  • 38.5% of Twitter'due south users are aged 25-34
  • Only six.six% of Twitter'due south users are aged 13-17
  • Twitter'south audience is predominantly male person, with 70.four% of the platform's demographic identifying as that gender, leaving women accounting for 29.6% of Twitter'due south audience
  • 33% of Americans who utilize Twitter take a college degree

Usage

  • People spend just over five hours a calendar month browsing Twitter
  • Almost 55% of Twitter users also use TikTok
  • The number of Twitter users worldwide is expected to grow to over 340 meg past 2024

Twitter users worldwide 2019-2024

Source: Emarketer

  • People volition spend 6-minutes per day on Twitter in 2022
  • 52% of users check Twitter daily, 84% weekly, and 96% monthly

Brands

  • 16% of internet users betwixt the ages of 16-64 use microblogs for make enquiry
  • 211 one thousand thousand of Twitter's daily active users tin be monetized through ads
  • ​​Ad revenue on Twitter in 2021 exceed $1.41 billion, an increase of 22% YOY

Follow this link for fifty-fifty more than Twitter stats.

YouTube statistics

Users

  • Out of all the social networking channels, people spend the most time hanging out on YouTube
  • The channel boasts an average of 23.7 hours per month spent on the video platform
  • 81% of Americans utilize YouTube
  • 36% of American adults say that they visit YouTube several times a twenty-four hour period
  • 99% of YouTube users are regularly checking another platform

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

Demographics

  • 80% of parents say that their children (under xi) watch YouTube
  • 54% of YouTube users are male person, and 46% are female
  • YouTube is most pop in India, closely followed by the US and Republic of indonesia

Usage

  • People spend an average of 23.7 hours per calendar month on YouTube
  • YouTube is the 2d most-used social media platform in the world, with over 14 billion total visits
  • Visitors spend an average of 19 minutes a day on YouTube
  • 694,000 hours of video are streamed on YouTube each infinitesimal of the day
  • Mobile users visit twice as many pages on YouTube as desktop users
  • Sports viewership on YouTube is expected to accomplish 90 million past 2025
  • YouTube Shorts accept at present been viewed over v trillion times

Brands

  • The most popular search term on YouTube is song, followed by DJ, dance, and TikTok
  • 70% of viewers bought from a make after seeing it on YouTube
  • Ads targeted to users by intent (rather than demographic) earn 100% higher lift in buy intent
  • YouTube ads have the potential to reach ii.56 billion users

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

Pinterest statistics

Users

  • Pinterest'due south MAUs peaked at 478 million in Q1 2021 but fell to 444 1000000 in Q3 2021 and dropped to 431 million past Q4 2021
  • 86 million people in the US use Pinterest monthly
  • 28% of Americans use Pinterest

Demographics

  • Gen-Z using Pinterest has increased by twoscore% YOY
  • 45% of Pinterest's U.s.a. audience earn more than $100,000 in household income
  • 77.ane% of Pinterest users are women, fourteen.viii% are male, and 8.iv% would rather not say

distribution of Pinterest users worldwide October 2021
Source: Statistica

Usage

  • 86% of Pinterest users as well utilise Instagram, which isn't surprising given the visual nature of both channels
  • 97% of elevation searches on Pinterest are unbranded (meaning users haven't made up their mind even so)
  • Pinterest claims 12.iv% of United states social media visits
  • 26% of Usa Pinterest users visit the site daily, 68% weekly, and 91% monthly

Brands

  • Almost 11% of Internet users between the ages of xvi-64 use online pinboards for brand research
  • Pinterest contempo surpassed $two billion in revenue, growing by 52% YOY
  • fourscore% of weekly users accept discovered a new make 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 written 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.

Get the full written report now!

LinkedIn statistics

Users

  • Over 810 million people across the world use LinkedIn
  • As of March 2021, 25% of U.s. adults are on LinkedIn

Facebook most used platform by US adults in March 2021

Source: Emarketer

  • Over 15.4 billion people visited LinkedIn throughout Q2 2021

Demographics

  • Over 185 million Americans apply LinkedIn, making the state the highest user rate in the earth
  • Hungary has 1 of the lowest LinkedIn usage rates, with only 1 meg people on the platform
  • LinkedIn is almost pop with men aged 25-34 years one-time, and least pop among women aged 55+

Usage

  • 77 job applications are submitted every 2nd on LinkedIn
  • Every calendar week, 49 million people use LinkedIn to search for jobs
  • But over 16% of LinkedIn users log in daily via the app, with 48.5% logging in monthly
  • 84% of LinkedIn users login to help grow their professional network

Brands

  • The well-nigh-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 accomplish just over 10% of the world'due south population
  • Ads on LinkedIn accomplish 42.8% of women and 57.2% of men

If you're afterward even more juice LinkedIn stats, y'all need to have a read through LinkedIn Statistics Marketers Should Know.

Snapchat statistics

Users

  • Users spend an boilerplate of 3 hours per calendar month on Snapchat
  • Snapchat boasts over 319 one thousand thousand daily active users
  • Year on year growth for DAUs has been 20% over five consecutive quarters
  • 23% of American adults utilise Snapchat (outpacing Twitter and TikTok)

Demographics

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

Snapchat advertising audience profile

Source: Hootsuite'southward Digital Trends Written report 2022

Usage

  • On average, people spend 3 hours per month on Snapchat
  • Surprisingly, Snapchat is the just channel that doesn't hold its user base exclusively, meaning that Snapchat'south audience are also scrolling through other channels too
  • In 2022, people will spend an boilerplate of 7 minutes per twenty-four hours on Snapchat
  • In 2021, Snapchat launched 18 New year's day's Eve lenses that generated more than 7 billion impressions

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

Brands

  • Snapchat'south acquirement increased by 64% to 4.one billion in 2021
  • 25 of Snapchat'due south Discover Partners reached over 50 million unique Snapchatters from effectually the world
  • In 2021, cosmetic'due south brand MAC built several AR try-on makeup lenses and launched these on the channel, resulting in i.3 1000000 attempt-ons, a two.4x lift in brand sensation, and 17x increase in purchases
  • Snapchat's minimum ad budget spend is $5
  • Snapchatters hold four.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.six 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 Jan 2022, TikTok boasted approximately 29.seven 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 United states is expected to grow to just under xc 1000000 past 2023

Demographics

  • In the U.Due south., the vast majority of TikTok users are below 30-years-old
  • 37 million Gen-Zers apply TikTok in the United states
  • 61% of TikTok's user base place as female
  • Women anile between the ages of x and nineteen account for xvi.4% of TikTok's users
  • American adults hold TikTik in high regard, with 36% saying that they hold a favorable stance nigh the app

share of US adults with favorable view of TikTok

Source: Statistica

Usage

  • TikTok users spend, on average, a full of 19.6 hours a month scrolling through the app
  • The video-sharing app comes in 6th position in a list of the world'due south virtually-used social media platforms
  • About 84% of TikTok'south audition also use Instagram
  • The boilerplate U.s. user spends 32.8 minutes per twenty-four hour period on TikTok (that'due south 2nd place after Facebook)
  • 57% of TikTok'south mentions around the internet are positive

social media sentiment in past year on TikTok versus other platforms

Source: Vox

Brands

  • The about pop TikTok business relationship is Charli D'Amelio, who has over 132 million followers
  • The most followed make account is TikTok's ain aqueduct
  • 63% of TikTok ads with the highest CTR put their message upfront
  • Vertical TikTok videos shot have a 25% higher lookout man-through rate

Are your Toks the Tickest? Level up your TikTok cognition with more Of import TikTok Stats Marketers Need to Know.

Save time managing your social media presence with Hootsuite. From a single dashboard yous can publish and schedule posts, find relevant conversions, appoint the audience, measure results, and more. Try it gratis today.

Get Started

Hands manage all your social media in 1 place and save fourth dimension with Hootsuite.

Try it for Free