According to Backlinko, Facebook has the most active users worldwide, with more than 22.9 million monthly active users. However, its share among this demographic is decreasing. In 2015, 58% of US citizens identified Facebook as their favorite social media, while by 2020, that figure is expected to decrease to 32%. The biggest culprit in this trend is Instagram, which is seeing an increase in its share of this demographic, from 15% to 27%.
Although Facebook has been the most popular social media platform for quite some time, there are now seven different platforms that claim more than one billion monthly active users. Of those platforms, four are owned by Meta, while QQ claims about 564 million monthly active users. LinkedIn does not publish monthly active user statistics, but the use of LinkedIn around the world is estimated to be over a billion users.
The study also examined the usage of social media in the US during COVID-19, when the country was experiencing a lockdown. While social media use increased during the lockdown, it slowed down afterward. It continues to grow in the coming years, but it is unlikely that the increase is purely a result of lockdown trends.
The growth of social media platforms has opened up a global space for everyone to be heard. Several billion people use Facebook, while seven percent of the global population makes use of Twitter. In fact, two-thirds of internet users spend at least one hour on social media each day. These numbers have been steadily increasing for some time, with more people logging on every second.
It's important to remember that each brand will have its own mix of social media. Different platforms have different functions, and are more relevant for certain brands and industries. For this reason, it's essential to decide what your goals are with your social media presence, so you can tailor your strategy accordingly.
Instagram is one of the most popular social media platforms for B2C marketing, with 70% of US businesses using the app for marketing. The popularity of Instagram is due to its high engagement rate and similar functionality to Facebook. Compared to Facebook, Instagram posts on Instagram receive an average of 23% more engagement.
Facebook has become the biggest social network, with nearly two billion monthly active users. This is a staggering number, and makes the platform attractive to marketers. It is also the most popular platform for marketing, with 62% of marketers claiming it as their most important platform. Even though it's seen a downward trend in users in recent months, it's still a leader in terms of total monthly active users.
TikTok is a newer social media platform that has grown rapidly in recent years, but it's worth noting that it is a younger generation-focused platform. In fact, the majority of its user base is under 24 years old. This makes it the perfect platform for brands to connect with Generation Z, which makes it a great place to market your brand. Furthermore, it has become a trend-spotting platform.