ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Aug 18, 2025

TV is a major driver of holiday gift inspiration

Article |
 Aug 18, 2025

When campaigns miss the mark and how to make it right

Article |
 Aug 18, 2025

Meta's ambitions: Inserting AI, evolving Instagram, and monetizing WhatsApp

Article |
 Aug 18, 2025

MSNBC rebrands as MS NOW in bid to scale beyond its niche

Article |
 Aug 18, 2025

Loyalty programs give RMNs an advantage in the age of agentic AI

Article |
 Aug 18, 2025

Self-service data access is still missing from most retail media networks

Article |
 Aug 18, 2025

Novo Nordisk drops Ozempic self-pay price to $499 per month

Article |
 Aug 18, 2025

Ad schools overhaul curriculum as AI reshapes junior roles, expectations

Article |
 Aug 18, 2025

Lululemon, Mondelez, and others turn to lawsuits to protect IP

Article |
 Aug 18, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US Social Media Usage 2022

Facebook Falters, Instagram Steadies the Ship, and TikTok Scores with Social Video

Report by Debra Aho Williamson  |  Jun 16, 2022
Download
Report
Spreadsheet
The One-Pager
Deck
Share
Table of Contents
Key Points
2 Trends that Define US Social Usage in 2022
Facebook Users Will Decline for the First Time, but Instagram’s Growth Will Stabilize Meta
TikTok Is Now a Dominant Platform
The Turmoil at Twitter Hasn’t Dented Its Usage—Yet
A Peek Into Teens’ Changing Social Media Habits
How Can US Marketers Reach and Engage Social Media Users in 2022?
Read Next
Sources
Media Gallery
About This Report
US social network user growth has slowed to a crawl, and that means the social platforms will compete fiercely for users and engagement. Marketers should optimize their spending to take advantage of shifting consumer behaviors.
Topics
Time Spent with Media
Social Media Usage
US
Table of Contents
Key Points
2 Trends that Define US Social Usage in 2022
Facebook Users Will Decline for the First Time, but Instagram’s Growth Will Stabilize Meta
TikTok Is Now a Dominant Platform
The Turmoil at Twitter Hasn’t Dented Its Usage—Yet
A Peek Into Teens’ Changing Social Media Habits
How Can US Marketers Reach and Engage Social Media Users in 2022?
Read Next
Sources
Media Gallery

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

  1. How are social media usage patterns changing in the US?
  2. Why is Facebook usage declining, how are Twitter users reacting to a possible Elon Musk takeover, and what will TikTok disrupt next?
  3. 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.

Average Time Spent per Day by US Adult Users on Select Social Media Platforms, 2022 (minutes)
E-Mail ChartDownload

KEY STAT: Daily user time on TikTok and YouTube will reach nearly 46 minutes per day this year, driven by video viewing.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

14charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Key Points
  2. 2 Trends that Define US Social Usage in 2022
  3. Facebook Users Will Decline for the First Time, but Instagram’s Growth Will Stabilize Meta
  4. TikTok Is Now a Dominant Platform
  1. The Turmoil at Twitter Hasn’t Dented Its Usage—Yet
  2. A Peek Into Teens’ Changing Social Media Habits
  3. How Can US Marketers Reach and Engage Social Media Users in 2022?
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Average Time Spent per Day by US Adult Users on Select Social Media Platforms, 2022 (minutes)US Social Network Users, 2020-2025 (millions and % change)
Social Networks: Average Time Spent by Users in the US, 2020-2024 (hrs:mins per day among social network users and % change)Average Time Spent per Day on Social Networks by US Adults, 2019-2024 (minutes and % of total daily media time)
Share of Daily Time US Adults Spend Watching Video on Social Networks, 2019-2024 (% of total time spent with social networks)How Much Time Do US Adults Spend Watching Video on Social Networks per Day? (minutes, % change, and % of total time spent with digital media, 2019-2024)
How Has Our Forecast for Facebook Users in the US Changed? (millions, 2019-2026)Share of Time Spent on Select Social Platforms by US Adults, 2019, 2022, & 2024 (% of total)
US Unduplicated* Facebook and Instagram Users, 2019-2024 (millions, % change, and % of internet users )US TikTok Users, 2019-2025 (millions, % change, and % of internet users)
Average Time Spent per Day with Select Social Media Platforms by US Adult Users, 2019-2024 (minutes)US Twitter Users, 2021-2026 (millions, % change, and % of internet users )
US Teen Social Media Users, by Platform, 2020-2026 (% of internet users)US TikTok Users, by Age, 2022 (% of total)

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
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo