Big changes are coming to social media. Facebook’s first-ever decline in total US users shook Meta—but Instagram’s gains will help deflect the blow. TikTok will top YouTube in time spent. And Twitter is eyeing an uncertain future. Marketers will need to factor in these developments to reach social media users in 2022.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
WHAT’S IN THIS REPORT? Our latest forecasts for US social network users by platform and for time spent with social media, plus an analysis of what the changes mean for marketers.
KEY STAT: Daily user time on TikTok and YouTube will reach nearly 46 minutes per day this year, driven by video viewing.
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