Social Media Statistics that matter in 2022

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There is no denying the fact that social media marketing is probably one of the most critical aspects of planning your overall digital strategies. With a record 4.7 billion users worldwide, your brand has access to 59% of the entire world’s population by having a social presence! The average amount of time that users spend on social media is a staggering 2 hours and 27 minutes each day, which is an amount that has consistently increased year on year since 2012.

Why does your company need to consider the latest trends in social media usage? It allows you to amend your strategy for the best return on investment reactively. Platforms are ever-changing, and users have become more technology savvy, meaning that where you could have expected to reach a consumer a year ago is probably different today.

This is especially important for small businesses that rely on social engagement for consumer interest. With 80% of marketers saying their main goal is to increase engagement and 90% confirming that social efforts have increased exposure, it is a tool you cannot afford to miss.

We have pulled together the top statistics for 2022 for each social media platform to help you plan for the rest of the year.

Social Media Usage

Eastern Asia has the most significant number of social media users per region, sitting at over 1.1 billion. Northern Europe sits in 14th place with just over 29 million.

TikTok is the fastest growing platform with over 105% increase in the USA over the past year alone.

Short-form video is said to be the most preferred form of content by 85% of marketing departments.

45% of people research products and services on social media.

Users averagely, spend 35% of their entire time on the internet using a form of social media.


More than 830 million people used LinkedIn throughout 200 countries with the USA, Europe, and India representing the highest user groups. This means that 14.6% of the worlds complete population use the site.

Advertising is on the increase, with a 20.1% increase in advertising between January 2020 and January 2022 being experienced.

Ads on LinkedIn offer an average of a 33% increase in purchase intent.

90% of blog traffic comes from LinkedIn showing that this is a vital platform is you focus on written forms of marketing for both consumer outreach and SEO efforts.

LinkedIn is used by 93% of B2B professionals for organic social media viewing.


As the most downloaded app in 2022, TikTok has been downloaded more than 100 million times.

As a trusted source by 28% of teens, there is a huge potential to target younger demographics on this platform.

29% of people use TikTok daily.

The FMCG sector has an average engagement of 15.82%.

Consumers spending on products and services found on TikTok has increased by 85% since 2021.


Short form video is the preferred media type for 65% of users.

There are over 1.22 billion Instagram users on the platform which has increased yearly for the past few year.

Instagram is the second most downloaded app worldwide.

The average time spent on the app per day is 57 minutes.

25% of all global smartphone users have Instagram accounts that they actively use.  


In excess of 2.5 billion people use YouTube at least once a month.

Viewers actively head to YouTube to be exposed to branded content, with 87% of viewers stating that they enjoy seeing collaborations and brand content when they visit the app.

SEO has a huge part to play in your YouTube strategy as video content is 50x more likely to ranked in Google results than written copy.

In 2022 alone, brand searches have been the result of 52% of all keyword terms.

50% of marketers use YouTube as part of their overall digital strategies.


Facebook has the highest number of users across any platform with over 2.94 billion active accounts.

70% of users access the site daily.

Groups offer a brilliant way to promote your brand and create a community of like-minded individuals with over 1.8 billion people using them on the site.

The platform offers a brilliant route to marketing to younger adults as 58% of all users are under the age of 35.

98.3% of users access Facebook using mobiles.


Advertising on Twitter give you access to more than 465 million users.

16% of all internet users between the ages of 16-64 user Twitter.

The average user spends 5.1 hours on Twitter each month.

55% of users access to the platform for news and media updates so posting reactive content is a great way to engage with audiences.

54% of Twitter profiles say they are likely to purchase products through the site.

Social media should always be a part of your strategy but spreading your resources too thin and in the wrong places will not help you achieve the goals that you have.

At Kopa Marketing, we specialise in supporting small businesses make a big impact which is why we are so passionate about choosing the right platforms. Whether you are choosing to just invest in organic content or using some of your budget for paid content, understanding where your target audience spends their time is essential.

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