From Facebook to Twitter, Instagram, TikTok, Snapchat, and Pinterest ... Social media is taking over the world with global advertising growth in 2022 reaching 9.2 percent, or $816 billion!

Social media use has changed over the pandemic years and there is no going back to "normal". It's a huge part of our lives now with a record 12.5 trillion hours spent online and 4.7 billion social media users around the world.

With more than 50% of the total global population using social media, we're seeing huge shifts in how marketers, businesses, and users interact on these platforms.

We've compiled the latest and most valuable social media statistics so, buckle up as we give you an all-access pass to the best social media statistics for 2022!

  • 100+ Top Social Media Statistics For 2022 🧙‍♂️
  • Facebook Statistics 👨‍👨‍👦‍👦
  • YouTube Statistics 🎥
  • Whatsapp Statistics 📱
  • Instagram Statistics 📷
  • Twitter Statistics 🎯
  • LinkedIn Statistics 👥
  • TikTok Statistics 🎭
  • Pinterest Statistics 🎨
  • Snapchat Statistics 🤓
  • Reddit Statistics 🕵️‍♀️
  • Gen Z Social Media Use Statistics 👩🏼‍🤝‍🧑🏾
  • Metaverse Statistics 👩‍💻
  • Sport and Social Media Statistics ⚽
  • Conclusion 🙌

    100+ Top Social Media Statistics For 2022 🧙‍♂️

    • Around seven-in-ten Americans use social media to connect with one another, engage with news content, share information, and entertain themselves.1
    • As of April 2022, there were 4.7 billion social media users around the world  - this equates to 58.7% of the total global population!2
    • In 2006, 11% of adults in the US used some type of social media in comparison to 72% in 2021.1
    • The largest percentage of social media users are in their twenties (32.2%) with the 30 - 39 year group coming in second (22.2%). 10
    • Globally, social media users are 46.1% female and 53.9% male.10
    • Men aged 20-29 are the demographic that uses social media the most.10
    • Nearly 75% of the world’s population aged 13+ uses social media.10
    • Due to the COVID-19 outbreak in 2020, all major social media platforms saw an increase in daily usage, which then either plateaued or decreased in 2021.²
    • Women spend 4 hrs 11 mins online, more than a quarter of their waking hours and around half an hour each day more than men (3 hrs 46 min).⁴
    💡
    In 2012 54% of adults used Facebook, 10% used Pinterest, 9% used Instagram, 16% used LinkedIn, and 13% used Twitter. This grew to 69% for Facebook, 31% Pinterest, 9% Instagram, 28% LinkedIn, and 23% Twitter in 2021.¹
    • Over 60% of consumers aged 60+ visited a social networking website at least once a week. 12
    • Two-thirds of the US population will use social networks on a monthly basis in 2022, with the largest influx of new users coming from Gen Z.13
    • In 2022, there will be 51.6 million Gen X social network users (born between 1965 and 1980) - down 0.9% compared with 2021.13
    • Within the coming decade, it is predicted that millennials will be the next generation to experience a decline in social usage with just 0.6% growth YoY in 2022 and 0.3% in 2026.13
    • In 2022, 4.0 million Gen Z'ers (born between 1997 and 2012) will become social network users, up 8.4% over 2021.13
    💡
    Social media use has steadily grown over the last few years, with the pandemic pushing these numbers up faster.

    What's interesting is that the age groups most engaging with social media are not just the new generations but also the Millenials; those born on the cusp of the technology boom. This shows that the majority of Millenials recognize the potential of these platforms and are eager to utilize them.
    • YouTube and Facebook are the most widely used online platforms with a user base that is most broadly representative of the population as a whole.13
    • Facebook is the most used online social network worldwide with roughly 2.93 billion monthly active users as of the first quarter of 2022.2
    • Facebook is the most used social media platform followed by YouTube, Whatsapp, Instagram, WeChat, and TikTok.5
    • When asked what their favorite social media site is, most users responded with WhatsApp followed by Instagram and then Facebook.10
    • 79% of Twitter accounts are held outside of the US. The top countries by users are the US, Japan, and the UK.19
    💡
    The number of social network users equaled 3.6 billion worldwide in 2020 and the figure is projected to increase to almost 6 billion individuals by 2027.²
    • Facebook achieved over 2 billion active users in Q2 2017, taking just over 13 years to reach this milestone in comparison to Instagram at 11.2 years and YouTube at just over 14 years.2
    • In January 2021, Facebook was the platform on which users in the United States spent the most time per day.2
    • The average daily time spent on Facebook was 33 minutes, followed by TikTok with 32 minutes, and Twitter with 31 minutes daily.2
    • An average of 95 minutes per day were spent on TikTok last quarter, more than four times the average spent on Snapchat (21 minutes) and three times more than Twitter (49 minutes) and Instagram (51 minutes).11
    • Social networking sites are estimated to reach 3.96 billion users in 2022 and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction in previously underserved markets.2
    • The latest figures indicate that well over 9 in 10 internet users now use social media each month. That equates to an annualized growth of 7.5 percent, at an average rate of more than 10 new users every single second.7
    💡
    58.4% of the world's population uses social media with an average daily usage of 2 hours and 27 minutes (January 2022).5
    • 4.62 billion people around the world now use social media with 424 million new users coming online within the last 12 months.5
    • The fastest growing social media network in 2021 was TikTok, with 18.3% YoY growth and over 87.1% growth in 2020.5
    • From July to August 2020, Instagram experienced a download growth of 7 million right after Instagram Reels was released.6
    • Meta reported its first loss in daily active users (DAUs) in Q1 2022.10
    • As of fall 2020, Instagram was ranked as the preferred photo-sharing app among teenagers in the US, second to TikTok and Snapchat.6
    • The typical social media user actively uses or visits an average of 7.4 different social platforms each month and spends an average of 2½ hours per day using social media.7
    • Social media has grown at a compound annual growth rate of 12% since 2012.10
    • In 2021, social media usage grew at an average rate of 13.5 new users every single second.10
    💡
    While we all recognize that TikTok is the fastest growing social media site in a world where visuals are king (or queen), we also see the older platforms keeping up as they adapt to the times.

    Facebook growth is not skyrocketing but they're holding fast as one of the most used platforms, worldwide, alongside YouTube.

    If marketers want to capture attention, they're going to need to diversify across multiple platforms with a focus on the top platforms for their unique product.
    • People spend an average of 2 hours and 27 minutes per day on social media worldwide.10
    • WhatsApp ranks ahead of its popular Chinese alternatives, WeChat (951 million monthly active users) and QQ Mobile (585 million MAUs) with 2.44 billion unique active users worldwide.23
    • The top 5 most popular mobile messenger apps are WhatsApp, WeChat, QQ Mobile, Telegram, and Snapchat.23
    • Whatsapp was the fourth most installed non-game app across the globe after social media apps TikTok, Facebook, and Instagram.23
    • 47% of social media users say they use these platforms to keep in touch with friends and family while 26.3% use them to find products to buy.10
    • The top three uses of social media are: staying in touch with friends and family, filling spare time, and reading the news.10
    • 43.5% of internet users between the ages of 16 and 64 use social networks to find information about brands and products.10
    • 45% of social media users follow friends, family, and acquaintances while 22.6% follow influencers and other experts.10
    • Many users seek out humor on social media with 28.9% following entertainment, memes, and parody accounts.10
    • 29.9% of social media users follow actors, comedians, and other performers.10
    💡
    While TikTok and Instagram users rate funny/humorous and creative content top of their list, Twitter and YouTube users prefer informative content, and Facebook users rate funny and creative content equally (46%).15
    • 34.1% of females between the ages of 16 and 24 will follow influencers as opposed to only 26.4% of males in the same age group.10
    • 22.9% of the worldwide population uses social media for work activities.10
    • 41% of people reported that entertaining content makes them more likely to engage with social ads.8
    • Videos (83%) and GIFs (58%) are the main content formats people want to see from brands on social media.8
    • Following the move towards more authentic influencers and social media posts, #nofilter had over 3.7 billion views on TikTok and 284 million posts on Instagram,15
    • Around 1 in 5 social media users want to see pictures that don't use filters from the people they follow.15
    • 55% of social media users want to see funny/light-hearted content, followed by 48% wanting to see information that helps people, and 47% wanting inspirational content.15
    • Social media has become a little predictable, with 43% of Gen Z users globally agreeing that the algorithms which determine what we see on our feeds have a negative impact on their media diet.10
    • Among 12-15 year olds, 61% use social media to find funny posts and 46% are looking at memes – both behaviors on a growth trajectory.15
    • TikTok overtook Facebook as Gen Alpha's (13 - 15 year age group) go-to social media platform between Q1 2021 and Q1 2022.15
    • Twitter and LinkedIn users are the only audiences that prioritize being engaged over being amused.15
    • Social media platforms see the most traffic between 6pm and 9pm, making this the perfect time to post.32
    💡
    People use social media for a variety of reasons and are seeking more visual content that is humorous, inspiring, or educational.

    We're also seeing a shift in people seeking more "real" content

    We found that the primary reasons for users visiting social media sites in 2022 include: 36.3% filling spare time, 35.1% reading news stories, 31.6% finding content, 29.5% seeing what's being talked about, 27.7% finding inspiration for things to do and buy, 21.7% following celebrities and influencers.10
    • The 2021 median average engagement rate per post (by follower) on Facebook is 0.064%, across all industries while the average median engagement rate per post (by follower) is more than 10x higher on Instagram.5
    • Firms are investing their marketing budget in Facebook (93%), Instagram (67%), and Twitter (51%).8
    • Ad spending on social media is projected to reach over $173 million in 2022. 10
    • 68% of business owners intend to increase their influencer marketing spend in 2022.22
    • Social media is the top channel for marketers in 2022, with 44% preferring it over other channels.32
    • Top media formats marketers use include videos 59%, blogs 48%, images 46%,  and infographics 45%. 32
    • The top social media-related challenge for marketers is creating engaging content (27%), reaching target audience (25%), finding ideas for new content/gaining and keeping followers/measuring ROI (23%).32
    • Marketers have been diversifying away from Facebook steadily since 2019. When asked to select their single most important platform, only 47% selected Facebook, down from 67% in 2018.31
    • Marketers plan to increase their investements in TikTok (62%) and Instagram (54%) in 2022.32
    • 80% of brands use paid social media advertising with Facebook and YouTube ranking as the most popular places for companies to spend their advertising budget.32
    • Winning ads last only 10 weeks before they burn out with companies needing 20-30+ new concepts to find their next winning creative.20
    • The cost of social media ad impressions has jumped by more than 20 percent over the past 12 months but marketers report seeing fewer overall impressions for their investments.10
    • Global sales through social media platforms were estimated to reach $560 billion in 2020 while the value of social eCommerce sales in 2022 is estimated to reach $958 Billion.22
    • Global sales through social media platforms are estimated to reach $2.9 trillion by 2026.22
    • Estimates currently place the YoY market growth of social commerce at 30.8%.22
    • 77% of business owners indicated that they would be dedicating a budget to influencer marketing in 2022.22
    • The global influencer marketing industry is predicted to surpass $16 billion in 2022.32
    • How marketers measure the impact of social media: 37% sales, 33% likes/comments, 33% website traffic, 30% impressions/views, and 27% clicks.32
    • Top new marketing investments for 2022 include Twitter spaces, YouTube Shorts, Instagram Living Rooms, Facebook Live Shopping, and Spotify Green Room.32
    💡
    With global social media sales estimated to reach $2.9 trillion by 2026, marketers are cashing in on these channels.

    We're also seeing a diversification of business social media portfolios, with marketers slowly spending less on Facebook in favor of extending their campaigns across newer networks such as TikTok and Instagram.

    Marketers also seem to be interested in increasing influencer marketing budgets but consumers seem less inclined to agree that influencers are the way to go.
    • Annual consumer spend on mobile apps reached US$170 billion in 2021; this is equal to 0.2 percent of the total global GDP.10
    • Global app spending reached $65 billion in the first half of 2022, up only slightly from the $64.4 billion during the same period in 2021.4
    • Global spending across iOS and Google Play in 2021 was $133 billion, and consumers downloaded 143.6 billion apps.4
    • 64% of mobile game players engage with in-game ads over social media posts.20
    • Gen Z spends an average of 3 hours per day on social media and is their go-to channel for everything, from entertainment and news to shopping and messaging.10
    • Younger people are more interested in visually rich forms of search and discovery with almost 40% turning to TikTok or Instagram, instead of Google, when looking for a place to eat.4
    • People are more interested in seeing ads from brands (57%) than from influencers (43%).8
    • 58.4% of global internet users buy something online every week and 30.6% of people around the world make that purchase on their mobile device.10
    • A third of people are more likely to engage with social ads that teach them something, with 65% of consumers clicking through to learn more.⁸
    • Social media users are more likely to say they’ve learned practical life skills from social platforms than from university (57% vs 51%).10
    💡
    The percentage of internet users aged 16 - 40 who watch each kind of video content via the internet each week is: 51.4% music videos, 37.1% comedy/meme/viral videos, 31.3% tutorial or how-to videos, 30.4% video livestreams, 26.7% influencer videos and vlogs.10
    • 36% of consumers think people should show more of their “real” selves on social media.10
    • Younger individuals are more likely to participate in the Metaverse, with 42% of Gen Z and Millenials indicating interest in taking part.1
    • In some countries, voice now drives 30% of all queries as new internet users don't even bother with typing.4
    • 52% of social media users say that when a platform protects their privacy and data it’s incredibly impactful on their decision to interact with the ads or sponsored content they see on the channel.10
    • 33.8% of internet users are worried about how companies use their personal data online.10
    • As well as being more affected by discriminatory, hateful, and trolling content, Female internet users in the UK are less confident about their online safety than men.4
    • More than half of Gen Z’ers (58%) said they don’t trust tech companies because of concerns over how they use their data.3
    • 96.6% of the population aged 16 - 64 own some kind of mobile phone, with 96.2% owning a smartphone.10
    • 63.1% of the population aged 16 -64 own a laptop or desktop computer. 10
    • 4 out of 10 Gen Z'ers believed social media is having a negative impact on political discourse in their country.3
    • The global VR headset market saw growth by 241.6% in Q1 this year, with Meta owning 90% of the market with its Quest headsets, per IDC.13
    • Gen Alpha has seen a 38% growth in using social media after school and a 43% increase on the weekend.15
    💡
    Consumers are fully utilizing social media platforms with visual and in-game ads gaining the most traction and mobile phone access far outweighing laptops and desktops.

    With this, search engines have no longer become the go-to for finding products or services as newer generations utilize social sites such as Instagram to find places to eat or shop.

    Personal data protection was the biggest concern for those using social media and online shopping, with females feeling less confident in their online safety. This shows that trust in a brand, product, or service is a key factor for global consumers.

    Facebook Statistics 👨‍👩‍👧‍👦

    infographic

    • Facebook reached 2.936 billion monthly active users in April 2022.28
    • As of Q1 2022, Facebook users were 44% female and 56% male9
    • At the end of 2021, over a quarter of all Facebook users in the United States belonged to the 25 to 34-year age group.2
    • Most Facebook users are between the ages of 35 and 44.10  
    • 70% of US adults say they use Facebook daily1 with 79% of global monthly users connecting every day on the platform (2022).9
    💡
    The latest figures indicate that roughly 37.0% of all the people on Earth use Facebook today.28
    • The change in the number of Facebook monthly active users around the world in the past 3 months: +24 million (Jan 2022 to Apr 2022).28
    • The platform surpassed 2 billion active users in the second quarter of 2017, taking just over 13 years to reach this milestone.2
    • 67% of Facebook’s monthly active users log in each day.28
    • Facebook’s global advertising audience was 2.141 billion as of April 2022.28
    • As of Q1 2022, Facebook’s leading audience base was in India, with almost 330 million users, whilst the United States ranked second with approximately 179 million users.2
    • The 2021 median average engagement rate per post (by follower) on Facebook is 0.064%, across all industries.5
    💡
    Sports Teams see the highest engagement rates, achieving an average of 0.27%, followed by Influencers with 0.23% and Higher Education with 0.15%. At the lower end of the spectrum, Health & Beauty, and Tech & Software receive an average 0.02% engagement rate.5
    • Videos longer than a minute achieved the highest median interactions and reach on Facebook.5
    • Meta reports that the potential audience reach for ads on Facebook is around 2.11 billion.10
    • A whopping 81.8% of Facebook users said they only access the platform via some form of mobile phone compared to 1.5% who only used laptops/desktops.10
    • Facebook pages with the greatest number of followers include Facebook app, Samsung, Cristiano Renaldo, Mr. Bean, CGTN, and 5-minute crafts.10
    • Facebook is localized in 140+ languages and focuses on penetrating areas with low internet accessibility.12
    • Facebook is in a dominant position in terms of pushing sports content out to global audiences and simultaneously driving advertising revenues through live and on-demand sports video content.12
    • Following a peak of 179.7 million last year, it's estimated that the user base will lose 2.1 million people by the end of 2024 but hold steady at 177.6 million through 2026.13
    • Marketers have been diversifying away from Facebook steadily since 2019 and when asked to select their single most important platform, only 47% selected Facebook in 2022 in comparison to 67% in 2018.31
    💡
    13% of marketers indicated they'll be decreasing their organic marketing on Facebook while 41% of marketers plan on increasing their organic activities on the platform.31
    • Facebook users are the least bothered about inclusive content, which could reflect the intimate nature of some of these groups.15
    • Overall, it seems the Facebook app is becoming less about the feed, with 43.2% of users finding its content less relevant, and more about subcultures.15
    • Among Americans overall, Facebook is the most widely used social platform for news with 31% of US adults saying they regularly stay up to date via Facebook.17
    • 69% of US journalists say they use Twitter for their jobs compared to 52% who say they use Facebook.17
    • In the fourth quarter of 2020, the company brought in $27.2 billion in ad revenue. That puts its average revenue per user at $10.14.23
    • In 2021, Facebook generated nearly US$115 billion in advertising revenue. This figure is expected to further grow to reach US$203 billion by 2026.2
    • As of 2021, there were more than 200 million small businesses around the world using Facebook’s tools.23
    • Facebook ads are used by 70% of marketers.31
    💡
    Facebook still has one of the largest active user bases with around 2.936 billion monthly users, of which men are reportedly the majority.

    It's dominant in terms of sports content with sports teams seeing the highest engagement rates. In addition, it's voted as one of the top social media platforms for news, next to Twitter.

    Facebook user growth has slowed and marketers are diversifying their campaigns outside of this platform. However, it still remains a strong choice for businesses, with more than 70% of marketers saying they utilize Facebook ads.

    If you're investing in Facebook it's worth knowing that their largest audiences are across India and the US, with most users caring less about the newsfeed and more about the growing subcultures.

    YouTube Statistics 🎥

    • 54% of US adults say they use YouTube daily.1
    • According to the latest YouTube statistics, the video-sharing platform has 2.6 billion users worldwide as of 2022.23
    • YouTube users are approximately 38% female and 62% male with most users between the ages of 35 and 44.21
    • YouTube users are predominantly male, comprising 62% of YouTube’s user base.16
    💡
    The majority of all users are between 25 and 44 years old, with 23% in the 25- to 34-year-old age group, and 26% in the 35- to 44-year-old age group.16
    • Approximately 80% of the 18 - 49 year age group consumes YouTube content every month.16
    • More than half of YouTube views come from mobile devices.21
    • YouTube’s potential advertising reach is 2.562 billion.7
    • 79% of YouTube users will also use Facebook.10
    • Users spent an average of 23.7 hours per month on YouTube Android App.10
    • The top 10 YouTube search queries include song, songs, DJ, dance, new song, TikTok, karaoke, Minecraft, cartoon, and free fire.10
    • The company recently touted that YouTube Shorts had topped 1.5 billion logged-in monthly users and suggested that channels producing videos of different lengths were seeing gains in watch time.4
    • Globally, kids spent 56 minutes per day on YouTube in 2021.4
    • More than 1 billion hours of YouTube videos are watched per day and more than 500 hours of video are uploaded to YouTube every minute.16
    • 2018 marked the fastest growth for YouTube viewership in the previous two years, with the number of hours people spent watching YouTube videos up 60% year-to-year.16
    • 83% of Gen Z have used YouTube to watch soothing content that helps them relax.17
    💡
    YouTube quickly became one of the fastest growing websites in the world, hosting 65,000 new video uploads per day and garnering 100 million video views per day in July 2006.16
    • Almost 5 billion videos are watched on Youtube every single day by more than 30 million visitors. 21
    • Close to half (43%) of US consumers surveyed by Hub Research in December 2021 said they watch influencer videos on YouTube at least weekly, with that share rising to 52% among respondents ages 13 to 34.13
    • More than two-thirds of US teens and adults could recall the names of specific brands highlighted in YouTube influencer videos.13
    • 86% of consumers said they had purchased or considered purchasing a YouTube influencer-endorsed product.13
    • YouTube said that 40% of creators who weren’t previously monetizing video content got a check in January after launching in August 2021.13
    • 2 in 3 YouTubers say learning new skills is important to them, and 36% want brands to help them do this.15
    • YouTube is available in more than 100 countries, supports 80 languages, and has over 2 billion users as of 2020 - that equates to about one-third of all internet users.16
    • The average mobile viewing session lasts more than 40 minutes. This is up by more than 50% year-over-year.21
    • Approximately 20% of the people who start a video will leave after the first 10 seconds.21

    WhatsApp Statistics 📱

    • WhatsApp is used in over 180 countries24 and has a 48% female and 52% male user base.9
    • In April 2022, WhatsApp had approximately 2.44 billion unique active users worldwide, up 6.4 percent compared to the corresponding month in 2021.2
    • The number of WhatsApp users in the US is expected to hit 85.8 million by 2023.25
    • WhatsApp is most popular among American internet users aged between 26-35. In fact, 27% of all Americans online between 26-35 years old use WhatsApp.24
    • 54% of millennials and just over a third of baby boomers (36%) use WhatsApp on a daily basis.24
    💡
    Despite the massive popularity of newer and flashier messaging apps, WhatsApp is still very popular with the younger Gen Z crowd (51%).24
    • 20% of adults in the world use WhatsApp9 with 81% of WhatsApp users also active on Facebook.10
    • Whatsapp users are more likely to also use Facebook (81%) and Instagram (80.2%).10
    • When asked what their favorite social media site is, most users responded with WhatsApp.10
    • WhatsApp users have been increasing by half a billion every two years.23
    • During the 6 years that Whatsapp has operated as a Facebook subsidiary, the messenger’s monthly active user base has increased by 365%, from 465 million in February 2014.24
    • 2021 WhatsApp statistics showed that 2 billion of its users accessed the messaging app every month, approximately 54 percent more than its closest rival and parent company’s Facebook Messenger.23
    • WhatsApp's market penetration is the highest in several European countries, specifically the Netherlands at 85%, followed by 83.1% in Spain, and 83% in Italy.23
    • India is WhatsApp's biggest market with 340M users.WhatsApp’s second-largest market, Brazil, home to 99 million users.23
    💡
    Barely a decade after crossing the 1 billion mark, WhatsApp reached far more impressive figures: 100 billion daily messages being sent in 2020.24
    • The number of messages sent via WhatsApp has increased by 53.84% since 2018.24
    • In August 2010, WhatsApp released an app for Android users. After that, it only took 4 years for the messenger app to hit a milestone of 200 million monthly active users.24
    • The average WhatsApp user on Android spends 38 minutes per day on the app.24
    • WhatsApp has added 1 billion new users over the last 4 years (2016-2020).24
    • The 4 countries with the largest WhatsApp user base (India, Brazil, the US, and Indonesia) added a combined 75.4 million new monthly active users last year (between August 2019 and August 2020). 24

    Instagram Statistics 📷

    • In 2021, 71% of Instagram users were aged 18 - 29 compared to 48% in the 30 - 49 year age group (2021).1
    • The greatest lovers of Instagram are people aged 25 - 34, followed by 18 - 24-year-olds. In both cases, more females than males use Instagram.22
    • US, Brazil, and Indonesia have the highest number of Instagram users.12
    • Instagram is the fourth most popular social networking site in the world.10
    • The app is mostly used in the U.S. and India, with a share of 140 million Instagram accounts each.6
    • Men account for 51.6% of Instagram users, with women making up the other 48.4%.2
    • 84% of people use Instagram to discover new products.6
    • 76.9% of users have not used Instagram’s shopping feature yet.6
    • 33% of consumers have bought something in an online store using a discount code advertised on Instagram.6
    • 48% of people who saw an influencer talking about a product in a story subsequently bought it. 6
    💡
    The global Instagram influencer market size in 2020 was worth $2.3 billion. 6
    • Most Instagram users are females between the ages 16 - 24./ Users aged 25-34 are the biggest cohort of Instagram users.10
    • Instagram Ads are most likely to reach men and women between the ages of 18-34.10
    • The average Instagram engagement rate for all post types is 1.94%.10
    • Instagram is Gen-Z’s favorite social media platform.10
    • 91% of active Instagram users say that they watch videos on the platform weekly.10
    • The most popular hashtag on Instagram is #Love, followed by #Instagood and #Fashion.10
    • Instagram was the global engagement leader as around 39% of its installs were “power users” who engaged with the app every day last quarter. This was 10 percentage points higher than TikTok.11
    • In 2016, of the 500 million people using Instagram every month, 165 million were sports fans (meaning they follow at least one sports-related account).12
    💡
    Two out of three people say that Instagram allows them to interact with brands easier than other platforms.6
    • Instagram accounts can look forward to an average engagement rate of 1.94%, with a minimum of 1.18% and a maximum of 3.5%.2
    • Instagram’s Reels is quickly picking up speed in a very short space of time, growing 27% since Q4 2020.15
    • The most common niche in which Instagram influencers posted in both 2020 and 2021 was Lifestyle. 22

    Twitter Statistics 🎯

    • The hashtag (#) was first proposed by an early user called Chris Messina and it debuted in August 2007.36
    • 70.4% of Twitter users are male, while only 29.6% are female.38
    • Most of Twitter’s audience is 25 to 34 years old (38.5%.)38
    • Around 23% of U.S. adults use Twitter.38
    • 79% of Twitter accounts are held outside of the US.19
    • Approximately 68 million active monthly users come from the US, where Twitter is at the bottom of the list of social network popularity. Facebook, for example, has over 200 million active users in the US.19
    • Twitter users were more likely to use Instagram (87.6%) than Facebook (83.7%).10
    • 762 million tweets are sent per day, roughly 8,817 tweets every second (A single day’s worth of tweets would fill a 10-million-page book).19
    • It took 3 years, 2 months, and 1 day to go from the first tweet to the billionth.19
    • Twitter’s H1 2022 report found there were roughly 1.5 billion tweets about gaming on its platform, up 36% year-over-year. Genshin Impact (No. 1) and Wordle (No. 2) were the most-tweeted-about games.4
    • In the US, Twitter will lose 1.4 million monthly users between 2022 and 2026. Many of those defectors will be people who joined in the initial years of the pandemic.13
    • Tweeters are 35% more likely to have unliked or unfollowed a brand in the last month.15
    💡
    Twitter’s monetizable DAUs grew by 2% in the U.S. and 15% internationally in Q1 of 2022.4
    • The top content on Twitter is informative (55%), relevant (39%), and engaging.15
    • More Tweeters want brands to listen to customers than help improve their knowledge (51% vs 38%).15
    • Twitter is the go-to social network for journalists - 69% of journalists say Twitter is the social platform they use most, or second most, for their job.17
    • Tweets about festivals were 5.5 times higher in 2022 than in 2021.17
    • 64% YoY increase in terms like "restoring" or "rebalancing" on Twitter.18
    • We're seeing a massive 320% growth in topics like passive income, NFT collaborations, fashion and collectibles, NFT avatars, and Crypto gaming.18
    • With 75% growth, #FinTwit is driving a new cultural dialogue across Twitter.18
    • In 2021 there were 17x more tweets about NFTs than WFH.18
    • Emerging finance topics on Twitter include Bitcoin ATMs, NFT stocks, Crowd loans, ZCash/privacy protected, and Cypherpunk movement.18
    • 79% of Twitter accounts are held outside of the US, The top countries by users are the US, Japan, and the UK.19
    • With 74% of those 830 events streamed to a global audience last year, Twitter took its rightful place among leaders in live event streaming. (twitter live-streamed 830+ events in 2017's third quarter).19
    • During the 2014 FIFA World Cup Final, 618 725 tweets were sent in a single minute, a groundbreaking record for Twitter.19
    • Due to the ever-present threat of terrorism, the CIA monitors all social media, including Twitter. Their intelligence teams are reporting an average of 5 million read tweets per day.19
    • Twitter's ad revenue in 2018 was approximately $600 million.19
    • 93% of Twitter's video views occur on a mobile device.19
    • In 2018, 74% of Twitter users said they use the network to get their news, a 15% increase compared to 2017.19
    • 68.8% of US companies with more than 100 employees use Twitter for marketing.19
    💡
    Twitter has come a long way since its first tweet was sent by Jack Dorsey (Twitter co-founder and CEO) on March 21, 2006.

    Twitter now has more than 290.5 million monthly active users and sees roughly 8,817 tweets sent every second!

    Twitter users seek content that is informative (55%), relevant (39%), and engaging. Interestingly, users are not going gaga over memes but we are seeing the same growing popularity of visual content, especially videos.

    Top trends for Twitter in 2022 include Great Restoration, Fan-Built Worlds, and Finance Goes Social.37

    LinkedIn Statistics 👥

    • 43% of LinkedIn users are women compared to 57% men.9
    • In 2021, 36% of LinkedIn users were in the 30 - 49 age group, 30% were 18 - 29, and 33% were 50 - 64.1
    • 59.2% of the population on LinkedIn are men between the ages of 25 and 34.9
    • LinkedIn has at least 828.1 million registered members around the world as of April 2022 (not a monthly active user base).7
    • 40% of LinkedIn users connect every day on the platform.9
    • The total number of members that marketers can reach with LinkedIn ads increased by roughly 20 million (+2.4%) in the three months leading up to April 2022.7
    💡
    Images typically result in a 2x higher comment rate and Video gets 5x more engagement on LinkedIn.5
    • Marketers could reach 828.1 million users with LinkedIn ads in April 2022, ranking with some of the world’s largest social media platforms.7
    • LinkedIn’s advertising audience reach grew by 11.1% over the past 12 months.7
    • 59.9% of LinkedIn’s users are between 25 and 34 years old, the age group that is mostly starting and growing their careers.26
    • LinkedIn saw a 55% increase in conversations among connections during the pandemic in 2021. With people unable to meet in person, more and more connections we’re using LinkedIn to communicate.25
    • LinkedIn has 15x more content impressions than job postings - that's a whopping 9 billion content impressions!25
    • LinkedIn has 722 million members while Instagram currently has 1 billion users and Facebook has 2.74 billion. More importantly, these 722 million are coming to LinkedIn to see content related to their work.25
    • LinkedIn posts with images get 2x higher engagement.25
    💡
    As with most social media platforms, LinkedIn is seeing higher engagement rates on visually-driven posts. However, LinkedIn still remains a work-related platform.

    Users are mostly professionals between 25 and 34 years old, and while there is a smaller user base overall, it offers a very specific target audience.

    TikTok Statistics 🎭

    • TikTok has 1 billion active users with the majority being men between 16 and 24 (60%).9
    • 60% of TikTok users are female and 40% are male.2
    • Tiktok was valued at US$43,52 billion USD in 2021.2
    • TikTok reached 740 million new users in 2021 with an all-time total of 3 billion downloads since its launch.2
    • After the acquisition of music.ly in 2018, TikTok not only consolidated its global audience but also increase its first-time installs by almost 400 percent year-over-year.2
    • If you wish to market to Gen Z (females at least), you should be searching for TikTok influencers with whom to partner - the 18 -24-year-old age group is the highest percentage of users with 27.94% and 11.97% male.22
    • As of 2021, Charlie D'Amelio was the highest-paid TikTok star.2
    • The rapid growth TikTok underwent in 2021 (resulting in a 142% increase YOY) saw it ranked the fifth most-used platform in January 2022.5
    💡
    Happiness was the most common emotion triggered by viral TikTok videos: 58% were made in a way that inspired happiness over other emotions, which triggers a dopamine response and contributes to the addictive nature of the platform.6
    • Popular dance videos received more plays on average than videos in any of the other top five genres. However, they were also among the least shared and commented on.6
    • Users spent an average of 48 percent more time using TikTok's mobile app over the past 12 months compared with the previous year.10
    • TikTok has the second most engaged user base when compared to its competitors, with 29% of its active worldwide Google Play installs opening the app every single day each month in Q2 2022.11
    • By the end of 2021, kids and teens were watching an average of 91 minutes of TikTok per day compared with just 56 minutes per day spent watching YouTube (on a global basis).4
    • US kids and teens spent an average of 99 minutes per day on TikTok versus 102 minutes per day in the UK.4
    • TikTok expanded the max video length to 10 minutes, up from its earlier expansion to 3 minutes in 2022.4
    • In 2020, TikTok told creators that 11 to 17 seconds per video was the sweet spot to find traction. In November 2021, it amended that to 21 to 34 seconds.4
    • US consumers spent about $322.6 million in TikTok in H1 2022, up 398 percent Y/Y from $64.8 million.11
    • TikTok’s ad revenues worldwide will skyrocket by 200.0% to $11.64 billion this year, surpassing those of Twitter, Snapchat, and Pinterest, but remaining well behind Meta's.13
    • In 2021, more than 30% of consumers bought goods or services after seeing an influencer post or company advertisement on TikTok.12
    • TikTok has seen huge growth (+18% weekly usage year-on-year) among 13 - 15-year-olds in the space of one year alone.15
    • 90%of TikTok users log in every day with the average user session lasting 10 mins 51 secs.20
    💡
    The newer kid on the block is TikTok, with over 3 billion downloads since its launch in 2016.

    While it may not have as many as Facebook, TikTok is addictive (thanks to its dopamine-inducing videos) and its worldwide ad revenue is set to skyrocket by 200% to $11.64 billion this year.

    That's more than Twitter, Snapchat, and Pinterest, but not as much as Meta's.

    TikTok's user base is mostly between the ages of 18 - 25 and if you're interested in capitalizing on influencer marketing, then this is the platform to use.

    Pinterest Statistics 🎨

    • 46% of Pinterest users are female compared to just 16% male in 2021.1
    • In October 2021, 77.1% of Pinterest users were female, with a mere 14.8% male, with 8.4% unspecified.22
    • Nearly 80% of Millennial women and 40% of Millennial men use the platform for inspiration.29
    • Pinterest has 459 million monthly active users as of 2022.6
    • 42.3 million Pinterest users are aged 18 to 24 (18.0% of Pinterest’s total ad audience).28
    • Pinterest has 87.9 million users aged 25 to 34 (37.4% of Pinterest’s total ad audience).28
    • In 2020, during the height of the pandemic, Pinterest gained more than 100 million monthly active users.6
    • The total number of monthly Pinterest users increased by roughly 2 million (+0.5%) in the three months leading up to April 2022.7
    • User growth went from 9.1% in 2019 to 4.4% in 2020, and then 2.8% in 2021. This number is predicted to drop to 2% in 2022.29
    💡
    Product tagging on Pins: During its testing phase, users displayed 70% greater shopping intent on product Pins tagged in brand imagery and scenes versus standalone Pins of product imagery.13
    • With more than 440 million monthly active users, Pinterest has developed into a site where consumers fall in love with goods and companies they had no idea existed.13
    • Whether they’re looking for new ideas or searching for a reputable product, two out of three users consider Pinterest a go-to platform for their searches. That equates to about 66% of users.29
    • 97% of searches on Pinterest don’t feature a specific brand name in the search query. 29
    • The number of users engaging with shopping surfaces on Pinterest has grown more than 215% year over year 13 with more than half of US users using the platform to shop. 30
    • Pinterest's global advertising reach has grown 4.1% from Jan 2022 (225.7M) to April 2022 (235M).28
    • Pinterest has seen a 7.3% YoY increase in ad reach.28
    • The biggest audience on Pinterest is females between 25 and 34 years of age.28
    • US (42.81%) and Brazil (8.35%) are the top territories with the largest Pinterest advertising audiences.28
    • 50% of people on Pinterest are actually located outside of the states, which means that you have a chance of reaching a more international audience with your Pinterest content.10
    • There are 16.7 million monthly active Pinterest users in the United Kingdom.29
    • Pinterest ranked fourth after YouTube, Facebook, and Instagram in 2021, with 31% of U.S. adults claiming to have used it.22
    • According to a comScore study cited by Pinterest, eight out of ten moms use Pinterest in the U.S.22
    💡
    85% of pinners use the mobile app. This means that you need to optimize your brand’s reach for mobile. If they view your brand on their phone on Pinterest, and then they click through to your website, it needs to look just as good as your Pinterest page.30
    • With over 240 billion pins being saved on the platform, there’s tons of content to scroll through. Plus, those pins are spread out across more than 4 billion boards.29
    • Pinterest has seen some growth in the last couple of years, largely due to the COVID-19 pandemic. Specifically, there’s been a 35% increase YoY in the number of boards created on a monthly basis. 29
    • An increase of 35% in Pinterest boards was seen in 2020.³⁰
    • There has been a 44% increase in the amount of beauty-related boards, a 95% increase in boards for women’s fashion, and a 35% increase in home decor boards.29
    • 98% of users have tried something they’ve seen on Pinterest.29
    • 89% of people using Pinterest are using it to get inspired when it comes to what they should purchase next.30
    • 85% of Pinterest users have bought something based on pins they have seen.30

    Snapchat Statistics 🤓

    • 65% of Snapchat users fall into the 18 - 29 age group 2021.1
    • Snapchat currently has around 265 million daily active users worldwide.6
    • Nearly six in ten US Internet users ages 13 to 24 use Snapchat.6
    • Advertisers could reach 589.4 million users on Snapchat in April 2022.7
    • The total number of users that marketers can reach with ads on Snapchat increased by roughly 32 million (+5.8%) in the three months leading up to April 2022.7
    • Snap, the parent company of Snapchat, grew its daily active users 18% year over year to 332 million, but for the five previous quarters, its user growth exceeded 20% (2022).4
    • 250 million Snapchatters engaged with AR features on a daily basis, which is a sizable chunk of its total 332 million DAUs.4

    Reddit Statistics 🕵️‍♀️

    • Reddit has around 430 million monthly active users.7
    • Ads that explicitly call out product benefits and brand differentiators trend among the top-performing campaigns with 75% of top campaigns doing so vs 54%  among bottom-performing campaigns.17
    • Top performing campaigns at driving Purchase Intent are nearly 2x more likely to contain a headline with a conversational tone.17
    • Reddit is about authenticity and Redditors trust each other and the platform 1.8 times more than other social media platforms.17
    💡
    Giving Redditors multiple ways to experience your brand by including both images and video creatives in a single campaign achieved 10x higher lifts in memorability, 14x higher lifts in messaging recall, and 3x higher lift in brand favorability.17
    • 80% of top-performing video campaigns revealed the brand or logo within the first 3 seconds.17
    • Reddit has over 5 billion monthly engagements across 100k communities.17
    • 47% of Reddit ads are more relevant to the specific topic users were browsing than ads on other social platforms.17

    Quora Statistics 📚

    • Quora has around 300 million monthly active users.7
    • 21.5% of internet users between the ages of 16 and 64 used sites like Quora to find information about brands and products.10
    • Users who are 18 years and older spend 2x as much time on Quora than LinkedIn.27
    • Quora’s user base had a 43/57 female to male ratio.27
    • Quora's largest audiences come from the US 34.9%, India 22.2%, and UK 4.9%.27
    • Of all the companies using Quora Ads, 60% are B2B and 40% are B2C - 2019.27
    • Quora users are highly educated with 65% of users having a college degree, and 28% having a graduate degree.27

    Gen Z Social Media Use Statistics 👩🏼‍🤝‍🧑🏾

    • Instagram is Gen-Z’s favorite social media platform.10
    • Social media has become a little predictable, with 43% of Gen Z users globally agreeing that the algorithms which determine what we see on our feeds have a negative impact on their media diet.10
    • Gen Z spends an average of 3 hours per day on social media and is their go-to channel for everything from entertainment and news to shopping and messaging.10
    💡
    All the major social networks will see growth in Gen Z users this year, with double-digit gains on Reddit (up 15.3%), TikTok (11.5%), and Instagram (10.5%).

    Among the rest, Pinterest will be up 7.9%; Twitter, up 5.9%; and Snapchat, up 5.1%. Even Facebook will be up 4.9%.13
    • More than half of Gen Z’ers (58%) said they don’t trust tech companies because of personal data use concerns, while four out of ten (37%) believed social media is having a negative impact on political discourse in their country.3
    • Two-thirds of the US population will use social networks on a monthly basis in 2022, with the largest influx of new users coming from Gen Z.3
    • 63% of Gen Z follow one or more meme accounts.17
    • 45% of Gen Z agree with the statement "There is too much pressure to be perfect on social media" in comparison to 33% across the other age groups.15
    • 83% of Gen Z have used YouTube to watch soothing content that helps them relax.17
    • Despite the massive popularity of newer and flashier messaging apps, WhatsApp is still very popular with the younger Gen Z crowd (51%).2

    Metaverse Statistics 👩‍💻

    • 43% of metaverse-potentials say they’re interested in browsing products while 41% say they want to shop.15
    • According to our data, over 1 in 3 early metaverse adopters say standing out in a crowd is important, and 38% are more likely to say that brands should help them improve their reputation.15
    • Status is important to this audience and they’re not afraid to spend big on premium brands to get it (34% say they do).15
    • According to a survey of 5,521 metaverse gamers, the largest group of users of the top 3 games (Minecraft, Fortnite, and Roblox) are under the age of 20.34
    💡
    There are a number of potentially lucrative activities that metaverse-potentials want to participate in, including attending live events/concerts (41%), taking part in exercise (32%), and making investments (22%) while just 27% simply want to explore what these spaces have to offer.15
    • The metaverse was worth a whopping $478.7B based on a compound annual growth rate of 13.1%.34
    • The metaverse market is projected to grow from $478.7 billion in 2020 to $783.3 billion in 2024, at a CAGR (compound annual growth rate) of 13.1%.35
    • 74% of US adults are joining or considering joining the metaverse.34
    • The top reasons for joining the metaverse are to experience things they can’t in physical reality (41%), to communicate with others in the metaverse (40%), and to escape their physical surroundings (28%).34
    • 1.73B people are projected to use mobile AR by 2024.34
    • Metaverse received over 84,000 mentions on social media in 2021.35
    💡
    Metaverse Group has purchased the Fashion Street Estate in Decentraland for 618,000 MANA ($2.4 million) making it the most expensive virtual real estate ever purchased.³⁵

    The Canadian company plans to enter the digital-fashion industry with this purchase in Decentraland’s Fashion Street district. This would involve holding virtual fashion shows and selling avatar clothing.
    • The average price for a plot of land in the metaverse is about $2000.35
    • As of January 9, 2021, the combined global fundraising of companies within the metaverse space  (Web 3.0 & NFT) totaled $6.594 billion.35
    • In Nov 2021, 68% of adults in the US were not interested in Meta’s project metaverse.35
    • According to a recent survey, more than three-quarters of people believe that the so-called metaverse will have a negative impact on society, having the ability to immerse one so deeply into a virtual world that it may affect their real life.35
    💡
    The reviews of the metaverse are mixed, with some users excited by the idea of this immersive online world while others say it could have detrimental effects on real life.

    Concerns over addiction, dissociation, and lack of focus are high on the list but the metaverse market is still projected to grow to $783.3 billion by 2024.

    Status is important in this augmented reality, with over 1 in 3 early metaverse adopters saying that standing out in a crowd is important This means they aren't afraid to spend money on brands that help them achieve this.

    Sport and Social Media Statistics ⚽

    • 61% of sports viewers follow sports accounts and 80% interact on social media.14
    • The NBA Champion Golden State Warriors increased ROI by 89x using Facebook in 2016.14
    • Revenue per social media follower for soccer clubs is 10 EUR on average.14
    • TCU women’s volleyball team had a 40% increase in revenue directly from social media.14
    • Premier League clubs’ social media videos generated £88 million for their kit supplier brands in 2016.14
    • Sports topics that peak during summer months on Twitter (in the US) include baseball (26%), soccer (52%), and combat sports (21%).17
    💡
    The top 5 sports hashtags on Instagram in 2020 included #Euro2020 (6.38%), #olympics (94.95%), #tokyo2020 (3.81%), #training (3.72%), and #throwback (3.4%).33
    • Sports posts saw the highest engagement rates on Instagram at 1.8% engagement per post with carousel posts gaining the most attention.33
    • Sports Teams saw top engagement rates on Facebook and Twitter and were runners-up on Instagram.33
    • Sports organizations posted on average 41.7 times per week on Twitter, 13.6 times on Instagram, and 21.4 times on Facebook.33
    • Photo posts on Facebook saw the highest engagement rate, with video coming in second.33
    • Event-themed hashtags like #Euro2020 and #Tokyo2020 helped Sports Teams succeed on Twitter, and fans also loved when teams moved to a #NewProfilePic.33

    Conclusion 🙌

    We're at a super exciting (or disparaging, depending on your view) point of time when it comes to social media and the digital revolution.

    There has been a shift in consumer behavior since the pandemic, of which all social media app makers are, no doubt, aware.

    Since the takeoff of TikTok's short-form video feed, we've seen other platforms introduce similar products in a bid to stay relevant, especially among the younger generations.

    One thing is for sure, social media use is evolving with consumers calling more of the shots than before. Trending content is visually-driven, humorous or joy-provoking, and more "real."

    While we navigate the changing world of social media platforms, we're keeping our eye on the metaverse and NFTs, the possible new adventure for consumers and marketers alike.

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