Social media has snowballed in importance over the last decade. However, just how much do people love their Facebook, Instagram, YouTube, and other such accounts? We’ve looked at the numbers and come up with some key social media statistics and facts. The figures are truly mind-boggling. While some might still shun this new type of media, there are undoubtedly many people who have embraced social media and use it daily.
While we have tried to gather the most up-to-date statistics and facts for this article, the nature of social media means that they will always be changing. That is one of the reasons we’ve developed our tool that demonstrates the changes to the top Instagram accounts over the last five years.
Not only that, 2020 had a major effect on social media. With stay-at-home orders across the globe to help curb the spread of Covid, increasingly more people were “forced” to use social media in other ways and/or more frequently. It would be interesting to see how our use of social media will be shaped by the pandemic years going forward.
Below is an interesting visualization of what happens on the internet in real time.
Growth of social media Networks
Growth of chat services
101 Key Social Media Statistics and Facts:
- According to Facebook’s data, the platform had an average of 1.84 billion daily active users (DAUs) in December 2020. In other words, these users visit Facebook (or one of its over core products) at least once a day.
- With regards to Facebook’s monthly active users (MAUs), this number reached 2.8 billion in December, 2020, a year-over-year increase of 12%.
- eMarketer predicted in December, 2020 that Facebook will continue to be the dominating social network for the next four years, till the end of 2024.
- According to Alexa, Facebook is the 7th most popular website across the globe, with an estimated daily time per visitor of 18 minutes and 41 seconds.
- India continues to be the country with the most Facebook users. As of April 2021, India had the biggest Facebook audience with 330 million users, an increase of 30 million since January 2019. The United States has the second biggest audience with 190 million Facebook users, followed by Indonesia with 140 million users.
- Most of Facebook’s revenue is generated via advertisements. In the year ended 31 December 2020, the company generated more than $84 billion in ad revenue, a year-over-year increase of 21%.
- Facebook is also clearly a favorite platform for businesses. Over 200 million small businesses around the globe use its tools.
- According to the Reuters Institute Digital News Report 2020, Facebook and other social media groups are used on average by 31% for local news.
- In January 2021, the Facebook pages with the greatest number of followers included Samsung, Christiano Ronaldo, and Shakira.
The average Facebook page post engagement rate is currently the highest (0.45%) for pages with fewer than 10,000 fans.
- According to Statista, as of the first quarter of 2021, Twitter boasted 199 million monetizable daily active users.
- Unlike Facebook, Twitter has the most users in America, with 73.2 million users as of April 2021. Japan has the second biggest audience based on the number of Twitter users (54.15 million), followed by India in third place (18.8 million). Previously, the United Kingdom boasted the third biggest Twitter user base.
- The most-followed Twitter accounts include Katy Perry (109.52 million followers), Justin Bieber (114.04 million followers), and former US president Barack Obama (129.78 million followers), as of March 2021.
- Just like Facebook, the vast majority of Twitter’s annual revenue comes from advertising services. In 2020, Statista reported that it generated over $3.2 billion dollars via advertising.
- It is predicted by eMarketer that Twitter’s user base will increase by 2.4% in 2021. In 2022, it is anticipated that this growth will be slightly lower at 2%.
- In 2020, the top hashtag used by most users was #COVID19. It was tweeted almost 400 million times. The second most used hashtag was #BlackLivesMatter, with #StayHome in third spot.
- There were over 7,000 tweets per minute about TV and movies in 2020. As a result, the 🛋 emoji was used almost 50% more.
- As tweets about cooking almost tripled in 2020, most food and beverage emojis were also used more often than previous years.
- With 2020 being a big year in politics, more than 700 million tweets about elections were sent in 2020.
- The 😂 emoji was crowned the most-tweeted emoji in 2020.
According to Alexa, the estimated daily time per visitor is 12 minutes and 46 seconds, which is significantly longer than many of the other social media sites.
- According to a forecast from October 2020, it is predicted that Instagram will have almost 1.2 billion users in 2023.
- The average monthly growth in Instagram business accounts followers is up by almost 2%, according to the averages for Q4 2020.
- According to Alexa, Instagram is only the #22 most popular website across the globe, with an estimated daily time per visitor of just below 9 minutes.
- The most popular post on Instagram as of June 2021 is of the Instagram egg. This picture was posted by @world_record_egg and has more than 55 million likes.
- The second most popular post on Instagram is a photo of Ariana Grande’s wedding. By the end of June 2021, it has received more than 26 million likes.
- According to Locowise, photo posts are still the most common type of content, with videos posts making up 17.8% of all main feed posts and carousel posts amounting to 17.3%.
- For posts published by Instagram business accounts, the average engagement rate is less than 1%, according to the averages for Q4 2020. Carousel posts have the highest engagement rate (1.05%), while video posts have the lowest rate (0.55%).
- If you have been a regular reader of the Influencer Marketing Hub, you would have noticed that we have regularly praised the virtues of working with micro-influencers. The reality is that influencer marketing involving micro-influencers is far more successful for most businesses than campaigns using mega-influencers and celebrities. This was echoed by figures collected by Locowise at the end of 2020. According to their figures, the average Instagram engagement rate for business accounts with fewer than 10,000 followers was the highest at 1.29%. As a matter of fact, albeit slightly, the engagement rate dropped as the followers increased. Business accounts with 10,000 - 100,000 followers had an engagement rate of 1%, while those accounts with over 100,000 followers had an engagement rate of 0.73%.
- As of April 2021, India is the country with the biggest Instagram audience size (150 million users). Though, this number is just slightly higher than the audience size in the United States where 140 million users access the photo-sharing and editing app. Brazil is in the third spot with 100 million users.
- More than half of the platform’s global population is younger than 35.
- Surprisingly, it is more popular among men than women in the 18-34 age group, according to Statista’s data and data published in Facebook’s self-service advertising tools. That being said, the difference is only marginal.
- While Kazakhstan does not even feature in the top three countries with the most Instagram users, it has the highest Instagram reach. In other words, it is the place where Instagram reaches the biggest percentage of a population with a percentage reach of 72%.
- According to Facebook, the potential audience that can be reached using adverts on Instagram is more than 1.2 billion.
- Instagram and Snapchat have become popular among younger groups for getting COVID-related news. In fact, the Reuters Institute Digital News Report found that Instagram is by far the most popular source of coronavirus news among users in the 18-24 age group.
- As of February 2021, Cristiano Ronaldo is the user with the most Instagram followers (more than 271 million followers). In second spot is Ariana Grande (227 million), followed by Dwayne (The Rock) Johnson in third place (224 million).
The most popular hashtags on Instagram of all time include #love, #instagood, #fashion, #photooftheday, and #art.
- According to YouTube’s own statistics, over 2 billion logged-in users visit YouTube each month, and every day people watch more than a billion hours of video and generate billions of views. That is seriously a lot of people watching YouTube videos.
- Their statistics also revealed that more than 70% of YouTube’s views are from mobile. While YouTube is now available on most smart TVs, most people still opt to watch it on a much smaller screen – their phone. A possible reason for this is that many people choose to look at YouTube while they are commuting, often on a train or bus.
- The video-sharing platform has launched local versions in more than 100 countries. You can navigate YouTube in a total of 80 different languages.
- The number of YouTube channels that generate six figures annually via the platform increased by over 40% year-over-year, while the number of channels earning five figures per year enjoyed an increase of over 50% year-over-year. Clearly, YouTube can be highly lucrative for its best creators.
- The number of YouTube channels with over 1 million subscribers increased by over 65% year-over-year.
- Over the past five years, YouTube has paid out more than $2 billion to its partners who have selected to monetize their claims by means of Content ID.
- According to Alexa, YouTube is the second most popular website globally. With Google taking the #1 slot, that also makes YouTube the second most popular search engine in the world. The estimated daily time on YouTube per visitor is 19 minutes and 11 seconds.
- The most watched video on YouTube is "Baby Shark Dance" by Pinkfong Kids’ Songs & Stories. It has had more than 8.8 billion views to date. It is followed by “Despacito” by Luis Fonsi ft. Daddy Yankee, while Ed Sheeran’s “Shape of You” is in third spot.
- In February 2021, YouTube was the second highest earning non-gaming app across the globe with more than $80 million in gross revenue. This was an year-over-year growth of more than 20% in a year.
- With regards to its ad audience, there is no real difference, but males make up a slightly bigger percentage of its total advertising audience at 54.2%. With regards to the share of YouTube’s advertising audience by age group, 21.2% fall into the 25-34 age group.
- In 2020, the top search queries on YouTube included TikTok, Karaoke, Minecraft, cartoon, free fire, BTS, Fortnite, and ASMR, according to Google Trends.
- “Dynamite” by BTS earned more than 101 million views in its first 24 hours, setting a new record for the biggest music video debut. Equally impressive is that when it premiered in August 2020, 1.54 million concurrent viewers tuned in to watch it, another new record for the biggest YouTube premiers. Since then, it has been watched over 1 billion times and received nearly 30 million likes.
- YouTube is one of the few social media platforms where there is not a sharp decline in usage among older age groups. In fact, according to Statista, 67% of US internet users who are older than 56 indicated that they use YouTube. These numbers clearly bust the myth that only millennials enjoy YouTube.
- The yoga community continues to grow on YouTube. In 2020, there were over 85 million views of video with “30 day” in the title from creators in the yoga community.
- T-Series, the biggest music label and movie studio in India, is the top YouTube channel by subscriber count.
- In the first half of 2020, the total daily live-streams on the platform increased by 45% compared to the same period the previous year, according to internal YouTube data. Almost 60% of live-stream viewers reported that watching live-streams helped them to feel connected to something larger than themselves. That being said, fans reported that games were not as enjoyable when the stadiums were empty, but that the live-comment feed offered some fun.
- New channels trying to grow an audience on the platform increased by a whopping 95% in 2020, according to internal YouTube data.
- On behalf of YouTube, Ipsos MORI completed an online survey in November 2020. The results revealed that almost half of the participants (47%) agreed that it was challenging to categorize their favorite online creators into one genre. The same study found that nearly half of viewers were open to watching content from virtual creators, while 58% were open to viewing digital content made by creators of any age.
- Just over 70% of participants who participated in an online survey indicated that in 2020 they relied on YouTube to keep fit or exercise, while 82% have used the platform during this time to learn to do things by themselves. Videos with the word “beginner” or variations of the word in the title received more than 9 billion views across the globe.
In 2020 with all its challenges, it was not only for upskilling and exercise that users relied more on YouTube. According to the online study completed by Ipsos MORI, 54% of the participants watched funny creators or content online to help them deal with challenging moments.
- According to LinkedIn’s own statistics, LinkedIn is the world’s largest professional network, with 756 million users in more than 200 countries and territories. Though, the total monthly active LinkedIn users are estimated to be much lower at only 310 million, which adds up if you consider that only 40% of LinkedIn users visit the site on a daily basis.
- With regards to its app usage in the United States specifically, Statista found that only 5.7% of LinkedIn users in the US accessed the app more than two to three times per month. In fact, according to App Ape, the majority of US LinkedIn audiences via Android were inactive.
- American Samoa has the highest LinkedIn audience reach, as of April 2021. In second place, it is Bermuda, followed by Iceland in the third spot. These places have the largest LinkedIn advertising audience compared to their population of 18 and older.
- LinkedIn was slow to take off, however. Although it launched on May 5th, 2003, it generated only 6,000 users in its first month. By the end of its first six months, LinkedIn had 37,000 users.
- LinkedIn has over 57 million company profiles on the platform. The platform is popular among both job seekers and companies. However, some of these company profiles are as a result of LinkedIn automatically creating company pages.
- As of the end of June 2021, there were more than 15 million open jobs on LinkedIn.
- Microsoft paid $26.2 billion for LinkedIn in 2016.
- According to Alexa, the estimated daily time on LinkedIn per visitor is 11 minutes and 10 seconds.
- A Statista survey of global LinkedIn audiences by gender found that as of 2021, 57% of LinkedIn audiences were male while almost 43% were female. These demographics have not changed since 2019.
- The largest age group using LinkedIn worldwide is adults aged between 25 - 34 at 60%. The 18 to 24 age group follows at 19%.
- LinkedIn videos are popular and effective. Wyzowl found that close to 40% of marketers post video content on the platform with 75% of those claiming that it was effective.
- For LinkedIn, long-form content works best. OkDork found that the longer your posts are on LinkedIn, the better the results. Posts with word counts between 1,900 and 2,000 words performed better and got more engagement. In fact, LinkedIn also recommends that you share content with other industry experts. According to their own data, you can get 15 times more content impressions than with job postings.
- According to the Content Marketing Institute, B2B marketers prefer LinkedIn for their organic content marketing. Most of them also consider LinkedIn as the platform with the best content marketing results.
- With the help of the LinkedIn sales navigator, marketers can target the right buyers, personalize their outreach, and understand key insights. As a matter of fact, marketers who use it get +18% more pipeline when finding customers. Moreover, they also get a +7% higher win rate when closing deals.
- The majority of LinkedIn users (57%) access the platform by means of their mobile devices. You should, therefore, optimize your content on the platform for mobile. In other words, ensure that your images and videos are also optimized and can open without having to leave the platform.
- According to SimilarWeb, LinkedIn gets 71% direct traffic and 23.68% from search (of which 99.55% is organic). Only about 2% is via referrals.
The average visit duration is shorter than 8 minutes, according to SimilarWeb.
- Pinterest was the site in history to get more than 10 million unique monthly visitors the fastest. What makes this achievement even more impressive is that for much of its initial launch it was invite-only. As of December 2020, the platform boasted 459 million monthly active users across the globe.
- As of January 2021, Pinterest was ranked as the 14th biggest social network across the globe, according to Hootsuite’s The Global State of Digital 2021.
- Overwhelmingly more women use Pinterest. In fact, as of January 2021, more than 76% of Pinterest users identified as female. Just over 15% identified as male, while 8.4% preferred not to specify. Though, in a recent blog post, the platform’s global Head of Business Marketing stated that more men are starting to join Pinterest and, in 2020, this number increased by almost 50%.
- According to Statista, 22% of responding B2B and 28% of B2C responding social media marketers indicated that they use Pinterest for marketing.
- The United States by far has the biggest Pinterest audience. As of April 2021, it had more than 95 million Pinterest users. Brazil is in the second spot with 18.6 million, followed by Germany with 16.8 million.
- While Pinterest’s annual advertising expenditure increased drastically in 2019 to $55 million, it almost halved in 2020.
- In 2020, it was reported that Pinterest had 2,545 full-time employees, an increase of nearly 19% from the previous year.
- Each year since 2016, the visual bookmarking site managed to increase its annual revenue steadily. In 2020, it generated $1692.66 million.
- The majority of US Pinterest users (40%) have an annual household income of more than $75,000. While in the United Kingdom, 31% of millennials with a household income of more than £100K are on the platform.
- According to SimilarWeb, the average visit duration is just below 5 minutes for the period between December 2020 and May 2021.
- SimilarWeb also found that the vast majority of the platform’s traffic is direct, followed by organic search accounting for 36% of its traffic on desktop. Referrals make up less than 2% of its traffic. In other words, the majority of users go directly to Pinterest when they need inspiration or simply crave some mindless scrolling. In fact, according to Pinterest, more than 200 billion ideas have already been pinned by December 2019.
- More specifically, in the United Kingdom, 61% of Pinners have indicated that when they start a new project, they go to Pinterest, with almost half of UK Pinners having discovered new brands or products via the platform.
- Based on Pinterest data, the top trends for 2020 included gender-neutral names lists, climate change protest signs, self-discovery journal prompts, Spanish style bathrooms, train travel, pet resorts, 90s cartoons, and lake fishing trips. In fact, thanks to a push for more eco-friendly habits, climate change protest signs specifically enjoyed an increase of over 5,900%!
Pinterest is no longer just a platform for static images. In a recent blog post, the platform shared that their community of Pinners is watching almost one billion videos on a daily basis.
- TikTok is one of the fastest-growing social media apps in the US, especially among younger users. In 2020, the app had about 659 million users. Moreover, it is anticipated that this number will increase by more than 20% year-over-year.
- According to Statista, US TikTok users average 858 minutes per month on the app. This statistic gives information on monthly TikTok app user engagement in the United States in March 2020.
- Although monthly app downloads vary greatly, TikTok took second place in the list of most downloaded iPhone apps for 2020. The only app with more downloads was, perhaps unsurprisingly in the first year of COVID, Zoom. TikTok even managed to achieve more downloads on Apple's mobile platform than Facebook, Messenger, Gmail, Netflix, YouTube, and Instagram.When you add both Apple and Android downloads, TikTok surged ahead of all the other apps in 2020, with global downloads of 850 million.
- In February 2021, TikTok was listed as the top grossing non-gaming app across the globe with over $110 million in user spending. The vast majority (79%) of this revenue came from China, with the United States in second spot and Turkey in third place. All in all, this was almost twice its revenue the previous year.
- India is another country where younger audiences were attracted to TikTok. TikTok had attracted over 200 million users in India by the middle of 2020 before the government decided to ban it, citing political reasons as the motive. That being said , it was still the top downloaded app in the country in 2020. Between July 2019 and June 2020, the app was downloaded more in India than anywhere else.
- While TikTok is still relatively new to the social media scene, it already boasts user loyalty. According to the platform’s official statistics, 90% of its users use the app numerous times per day.
- According to Statista, TikTok is most popular among female users in the United States. Male TikTok users only add up to 39% of the platform’s user base. Though, according to Hootsuite’s The Global State of Digital 2021 report, there is no real difference among the number of female and male users. In fact, their report estimates that this gap is merely 2% with, in fact, more male users than female users.
When Morning Consult created their Fastest Growing Brands 2020 report, they named TikTok as the third fastest growing brand after Zoom and Peacock. Morning Consult observed that almost every brand that had a spot on this list was meaningfully connected to pandemic-related behavior. Just like TikTok, Peacock also offers video streaming, but appeals more to older generations. Considering this, TikTok was actually the second fastest growing brand of 2020, behind just Zoom, for Generation Z and millennials.
- As of Q1 2021, the app had approximately 280 million daily active users. In fact, numbers have increased every quarter since Q4 2018. As with most other social networks, Snapchat's use accelerated with the arrival of COVID-19.
- According to the latest Piper Sandler survey reported by MarketingCharts, 36% of teens in their survey listed Snapchat as their favorite social platform in early 2020. Instagram was in the second spot, with 31% of teens citing it as their favorite platform. Though, the most significant change in the 2020 survey was the emergence of TikTok. It was the third most popular social platform for 13% of those surveyed. Twitter and Facebook got only 4% of the votes respectively.
- In the United Kingdom, the picture looks similar. According to Statista, 77% of Snapchat users in the UK are aged between 18 and 24.
- There is some difference in the distribution of Snapchat users by gender. It seems that the platform is more popular among women. Statista reports that, as of April 2021, 56.1% of users were female, and 42.5% were male.
Along with the rise in user count during 2020, Snapchat saw a marked increase in revenue generation. It experienced a doubling of revenue between Q3 2019 and Q4 2020, from $446.2 million to $911 million. Though, in Q1 2021, there was a sharp decline with the app generating only $770 million. That being said, it is still a lot more compared to a year ago.