Please see the below data and facts concerning the social media business landscape:
Instagram
Instagram is the 4th most used social media platform and the 7th most viewed website in the world and also the 9th most Googled term as well as being the 2nd most downloaded app in the world, used by over 2 billion monthly users 59% of which use the app daily. (42)
As of June 2022, The average cost per click (CPC) on Instagram is $1.33 (43) in the United States. This cost varies according to campaign objectives and the time of year. In February 2022, the video view CPC was $4.33 while the catalog sales CPC was $0.383. (44)
Distribution of Instagram users worldwide as of April 2022, by age group
13-17 = 8.9%
18-24 = 30.2%
25-34 = 31.7%
35-44 = 15.8%
45-54 = 7.8%
55-64 = 3.7%
65+ = 2.1% (45)
Number of monthly active Instagram users from January 2013 to December 2021
January 2013 - 90 million
February 2013 13 - 100 million
June 2013 - 130 million
September 2013 - 150 million
March 2014 - 200 million
December 2014 - 300 million
September 2015 - 400 million
June 2016 - 500 million
December 2016 - 600 million
April 2017 - 700 million
June 2018 - 1000 million / 1 billion
December 2021 - 2000 million / 2 billion (46)
Instagram ad reach by country (top 10) as of Jan 2022
India - 230 million
USA - 159 million
Brazil - 119 million
Indonesia - 99 million
Russia - 63 million
Turkey - 52 million
Japan - 46 million
Mexico - 37 million
UK - 31 million
Germany - 29 million (47)
TikTok
TikTok was the most downloaded app of 2021, with 656 million downloads. (48) That’s over 100 million more than the runner-up, Instagram, which was downloaded 545 million times last year. (49) TikTok has been installed over 3 billion times in total being the first app outside of the Meta family to achieve this. (50) As of July 2022, TikTok reached over 1 billion monthly users (51). TikTok was also the 7th most downloaded app of the 2010s despite only being launched in 2017 .(52)
59% of 18-34 year olds view TikTok favorably (53), compared to 40% of 35-44 year-olds and 31% of 45-64 year-olds, being more popular with Gen Z users (ages 10 – 25). (54)
Ages 10-19 are 25% of users.
Ages 20-29 are 22.4% of users.
Ages 30-39 is 21.7% of users.
Ages 40-49 is 20.3% of users.
Ages 50+ are 11% of users. (55)
TikTok user numbers by country - top 10 (in millions)
USA 136.42
Indonesia 99.07
Brazil 73.58
Russia 51.3
Mexico 50.52
Vietnam 45.82
Philippines 40.36
Thailand 38.38
Turkey 28.68
Pakistan 24.05
Saudi Arabia 23.62
United Kingdom 23.38 (56)
TikTok is the most engaging of all social media apps, with an average user session of 10.85 minutes. (57) Data shows the average user opens the TikTok app 19 times per day. (58)
If you examine data from October 2019 to March 2020, you will notice a considerable increase in the time that the average TikTok user spent on the app. (59)
TikTok is the number-one app for driving consumer spending, surpassing Tinder for the top spot. Consumer spending on TikTok increased by a whopping 77% in 2021. Overall, users spent $2.3 billion dollars in the app, compared to $1.3 billion the year before. (60)
In 2020, the app was valued at $50 billion by investors. (61)
TikTok generated an estimated $4.6 billion revenue in 2021, a 142% increase year-on-year. (62)
Usage grew from an average of 442.9 minutes per month in October 2019 to 526.1 minutes in November, 561.2 minutes in December, 680 minutes in January 2020, 731.6 minutes in February, and 858 minutes in March 2020 (63)
Snapchat
As of the first quarter of 2022, Snapchat has 332 million daily active users worldwide. This is an increase from the third quarter in 2021, which had 306 million and it ranks 12th in popularity compared to the other top social media platforms. (64)
Snapchat’s number of monthly active users is, somewhat significantly, over 514 million. (65)
More people are googling phrases related to business and marketing on Snapchat such as:
Snapchat ads (+49.5% YoY)
Snapchat ads manager (+241% YoY)
Snapchat business (+174% YoY)
Snapchat business manager (+120% YoY) (66)
Snapchat is a popular choice for people when they’re on the go during their day, commuting, or traveling since it allows them to document what they’re up to.
34% of people say they use Snapchat more than other social media while hanging out with friends, 19% of users turn to Snapchat while shopping and 14% use it while attending social events. (67)
According to Snapchat, an average of 5+ billion snaps are created every day and on average, it’s users are on Snapchat for 30 minutes per day. (68)
Currently, Snapchat reports paying over $1 million daily to creators of the best-performing content. Their estimated advertising revenue was $2.62 billion for 2021. (69)
As of 2022, 54.4% of Snapchat’s advertising audience identify as women and 44.6% identify as male. (70)
64% of users view ads on Snapchat with the sound on. (71)
Lots of successful businesses have used Snapchat as a marketing and advertising platform and seen great ROI as a result.
Snapchat claimed that over 200 million (63% of its daily users) engage with augmented reality features (filters) on a daily basis. (72)
Snapchat user numbers by country (top 10)
India - 115.95 million
USA - 106.2 million
France - 24.1 million
UK - 20.1 million
Saudi Arabia - 19.7 million
Pakistan - 17 million
Mexico - 16.55 million
Germany - 15 million
Iraq - 12.8 million
Egypt - 12.75 million (73)
Q4 2021 Snapchat Revenue:
$1.3 billion (74)
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