US Social Media Usage 2022

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

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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.
Table of Contents

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.

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

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14charts

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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

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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