Page 14 - AeM_February_2022

RESEARCH, ANALYSIS & TRENDS

More than half of the world's population

uses social media today

Globally, there are now 4.62 billion social media book users see ads in Marketplace every month. On
users and growing, up more than 10 percent year Instagram, 187 million users view ads in the Shop tab.
-on-year: 424 million additional users brought WhatsApp tops the rankings of the most popular social
the total number of social media users to more media platforms in the world. 15.7% of working-age
than 58% of the world's population. internet users choose the Messenger app as their fa-
vorite social platform. Instagram has overtaken Face-
At least that's the conclusion of the “Digital 2022 Global book and is now second in the global rankings. 14.8%
Overview Report” from Hootsuite, provider of social of global internet users name Instagram as their favor-
media management and the creative agency We Are ite platform, closely followed by Facebook with 14.5%.
Social. The new annual report summarizes the most
important global insights on digital trends and social TikTok's advertising target group also continues to grow
media. at a rapid pace. Digital 2022 states that the platform's
reach has increased by 7.3% (60 million users) in just
Not only the number of users is increasing. With an the last 90 days. This increased the global reach of Tik-
average of 2 hours and 27 minutes per day, people are Tok in the target group aged 18 and over to around 885
also spending more time on social media than in the million.
past year. Facebook is the most used social media plat-
form globally, followed by YouTube and WhatsApp. Further important findings from the Digital 2022 report
from the areas of social media, cryptocurrencies, inter-
In Meta's advertising data, the importance of social net, and e-commerce:
commerce is becoming ever clearer. The company's
latest figures show that more than 560 million Face- • Instagram's advertising reach has increased by

14 February 2022: Social Media & Influencer Marketing