What's the Latest on the Global Social Media Landscape in 2022?
Social Media Trends & Insights
18-jan-2023
According to the latest data, the rapid increase in time spent on social media since the previous year has started to plateau. This is not surprising, as many people are feeling overwhelmed by the amount of screen time they spend each day. Despite this, the number of social media users is expected to continue growing at a slow pace of 0.7%. This growth is mainly driven by new users who are either coming online for the first time or joining social media for the first time.
It is worth noting that almost every adult internet user is already on some form of social media, making the new growth a result of expanding access to the internet. It has been noted that people are becoming more conscious of their screen time and may be taking steps to reduce it. However, this has not necessarily led to a decline in the number of users, as the need for social connection and the convenience of social media will continue to drive its growth.
It will be interesting to see how these trends play out and how social media continues to evolve. Nevertheless, it is clear that social media remains an integral part of the digital landscape and will continue to shape the way we communicate and connect with each other.
Facebook remains a dominant force in the world of social media. With a total monthly active user count of 2.93 billion people, which is an increase of 1.3% from the previous year, Facebook is still attracting new users and maintaining its position as a leading platform. On average, Facebook users spend 19.7 hours per month on the platform, which is a testament to its popularity and widespread use. Additionally, 57.8% of internet users globally are on Facebook, which gives advertisers a significant reach and makes the platform a valuable marketing tool.
While the advertising reach on Facebook did drop by 4.1% in July 2022, equating to a loss of 89 million users, these revisions are not uncommon and are often a result of purges of fake or duplicate accounts. These purges are important for maintaining the authenticity and credibility of the platform and ultimately make it a more valuable advertising tool for businesses. As a result, the number of real human users that can be reached through Facebook advertising is likely larger than ever. Facebook’s massive user base, extensive reach, and high levels of engagement make it a valuable platform for both personal and business use.
Short-form video is quickly overtaking the world of social media, and Facebook is at the forefront of this trend with its Reels feature. While TikTok has been getting a lot of attention, Facebook Reels has been quietly growing in popularity and may soon catch up to Facebook Stories in terms of usage and engagement. In the last three months, the ad audience for Facebook Reels has increased by an impressive 147%, meaning that a single advertisement can now reach up to 697.1 million users.
Despite the impressive growth of Reels, Facebook Stories still have a larger audience with 1.25 billion users. However, the gap between the two is shrinking every day, and it is clear that short-form video is a popular and engaging format for users. This presents a great opportunity for brands and businesses to reach a large and engaged audience by incorporating short-form videos into their marketing strategies.
The trend in social spending is on the rise, with a significant increase of 12% in Q3 2022 compared to Q3 2021. This upward trend in spending is due to several factors, including increasing confidence among marketers in the return on investment (ROI) from social advertising. Additionally, the rise in social spending can also be attributed to the increasing mastery of new content formats and social channels. Marketers are becoming more proficient in creating engaging content for platforms such as TikTok, which is leading to the creation of more advertising options and bigger budgets.
It’s important to note that the apparent fluctuations in spending during the holiday season are normal and should not be a cause for concern. These fluctuations are a result of seasonal advertising spending, as many brands choose to increase their advertising efforts during this time of year.
YouTube has regained its position as the most attention-grabbing social media platform, surpassing its closest competitor, TikTok. With 2.51 billion monthly active users, YouTube boasts an impressive average of 23.4 hours spent per month on the video-sharing app. This is significantly higher compared to TikTok’s 22.9 hours spent per month. The advertising audience on YouTube is vast, providing a huge opportunity for brands that want to capture their audience’s attention. Brands that use the right mix of content strategies can not only grab users’ attention but can also convert them into customers. YouTube’s large audience and ability to publish both short and long-form content make it a key player in the social media landscape.
Source: Hootsuite
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