Executive Summary

Two opposing developments sum up the state of social network usage in 2022: slowing global growth after unexpected pandemic gains and the rise of TikTok as a major force in social media. The intersection of these trends means that future growth for the main social platforms will come not from wooing first-time users but, increasingly, from stealing each other’s.

3 KEY QUESTIONS THIS REPORT WILL ANSWER:

• What factors are driving a slowdown in global social network user growth in 2022?
• How many users will TikTok have worldwide, and how much of a threat will it be to the rest of the Big Five: Facebook, Instagram, Snapchat, and Twitter?
• How should marketers and their agency partners adapt their social media strategies to take advantage of shifting usage patterns?

WHAT’S IN THIS REPORT? This report presents our latest forecasts for global social network users through 2025 and identifies the top usage trends for Facebook, Instagram, Snapchat, TikTok, and Twitter.

KEY STAT: Facebook is the leading social network by far, but our inaugural forecast reveals that TikTok is now the third-largest worldwide platform.