The Here and Now of Social Media 2022

Blog post by: Em VonDerRuhr, Baer Performance Marketing Intern

Relying on the consistency of people going onto social media platforms throughout their day is a key aspect of effective marketing – who isn’t spending their day looking at their phones to fill gaps of boredom or to take breaks from work? But with all the platforms out there, it can be overwhelming to determine where to start your digital marketing, or how to even begin. Which platforms get the most traffic? How do different platforms engage with their users? Who is more likely to make a purchase and why? In this article, we’re providing the most important social media statistics of 2022 to help you determine what is best for communicating with your target audience.



Within the last two years, the number of TikTok users has skyrocketed. To be exact, its user rate has increased by a shocking 105% since 2020. A large percentage of users on the app is made up of Gen-Zers to the point that TikTok is now a more popular platform for Gen-Z than Instagram. Users spend on average up to 90 minutes a day scrolling through videos on TikTok, so it’s no surprise that 39% of Gen-Z purchases are influenced by what they watch on TikTok. 54% of consumers on TikTok say they enjoy watching sponsored content that relates to brands and activities they like. Another 62% reported they agree that TikTok is the best way to connect with brands because of how easy it is to create content.



As of 2022, Instagram has obtained a total of more than 2 billion users. Although TikTok has surpassed Instagram in popularity, Instagram is still not without high engagement and appeal. 31.2% of its active users are aged 25-34, but 18-24-year-olds follow very close behind at 31%. Data about male and female users is nearly split 50/50 with male usage at 51.8% and female usage at 48.4% (however, there is no data on other genders). Among influencers using the platform, Instagram stories and grid posts are the most popular forms of content. In March 2021, Instagram stories were used for influencer marketing 83% of the time, and the traditional grid posts that we think of when we hear “Instagram” were used 93% of the time. With the addition of Instagram Shopping, on a weekly basis, 44% of users shop for products through the app.



Despite the concerns surrounding the new “Meta” branding and privacy scrutiny, there is no denying that Facebook remains a powerful digital advertising space with an immense user base. Worldwide, Facebook has remained the platform that is most used (and mostly dominated by millennial users between the ages of 25 and 34), while Instagram trails behind at a close second. Not only that, but a quarter of total digital ad spending is taken up by Facebook, taking the lead over Amazon (20.3%) while Google is just above Facebook at 28.9%. 1/3 of adults use Facebook for consuming news and interacting with the content.



From memes and shower thoughts to political debates and celebrity updates, Twitter is a hub for anything and everything. Worldwide, the platform has about 436 million active users, 52% of which use it daily and 84% that use it weekly. Unlike Facebook, Twitter’s largest age group is 18-24-year-olds, composing 42% of the platform’s active users. Male users significantly outweigh female users 61.6% to 38.4%.



Recognized as being the main professional networking platform, LinkedIn has also seen a significant growth in popularity since the outbreak of COVID-19, no doubt influenced by the career fluctuations that resulted from the pandemic. LinkedIn reports 25-34-year-olds as composing over half of their active users at 58.4%. There is only a 4% difference between active male and active female users on the platform. 16.2% of users are on LinkedIn daily, and 48.5% use the platform monthly. LinkedIn is also recognized as being the most educated social media platform with 51% of users having college degrees.


General Statistics: 

  1. Social media pages that include photos of their products increase the amount of purchases. Consumers are reportedly 6 times more likely to complete a purchase when they see a picture promoting the product.
  2. Social media users are more likely to purchase products that are promoted by social media influencers through product recommendation than by celebrities.
  3. Social media consumers prefer ads that don’t feel like ads. They seek out authenticity in digital sales.
  4. According to Pinterest, 7/10 users say they use the platform as a go-to for searching for trustworthy products and services.


The Breakdown: 

Statistics show a massive increase in the number of social media users and effective brand influencing. Considering the many social media platforms out there, networking opportunities are endless. These statistics will help you to refine your digital marketing across platforms over time, improving your communication with consumers as well as expanding your digital reach. For more information and insights into elevating your social media marketing, sign up for Baer’s weekly newsletter and connect with us on social media.