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About
US Social Media Usage 2022
Facebook Falters, Instagram Steadies the Ship, and TikTok Scores with Social Video
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
- How are social media usage patterns changing in the US?
- Why is Facebook usage declining, how are Twitter users reacting to a possible Elon Musk takeover, and what will TikTok disrupt next?
- How should marketers adapt their social media strategy to maximize engagement with US social media users?
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.
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KEY STAT: Daily user time on TikTok and YouTube will reach nearly 46 minutes per day this year, driven by video viewing.
authors
Debra Aho Williamson
Contributors
- Jasmine Enberg
- Senior Analyst
- Zach Goldner
- Junior Forecasting Analyst
- Natalie McGranahan
- Senior Researcher and Taxonomy Manager
- Peter Newman
- Senior Forecasting Analyst
- Oscar Orozco
- Director, Forecasting
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