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.

The metaverse may be far away, but video is here and now on social media—and consumer usage patterns are changing fast.

Nearly 400 million people in Latin America will use social networks in 2022. Facebook remains the region's biggest platform, but it will experience its slowest user growth on record this year as TikTok and Instagram make gains.

Ad relevancy may not be enough to move the needle for those who aren’t already active social commerce users. In that situation, advertisers may need to focus more heavily on other trust areas, like privacy or safety. Appendix: Demographic Breakouts. Here is additional insight on social commerce usage by age, generation, gender, income, and race/ethnicity.

Social media usage gains from 2020 have largely ended. Facebook will have its lowest growth rate ever, Instagram’s user base is getting older, and Twitter is coming down with a case of post-election malaise. However, TikTok and Reddit are still attracting users at an accelerated pace.

Our estimates show that, thanks to Facebook’s broad appeal across age groups, it will be by far the most widely used social platform in Canada this year, with 21.1 million monthly users. Instagram will be No. 2 with 14.4 million monthly users, followed by Twitter with 8.6 million, Snapchat with 7.7 million, and TikTok with 6.1 million.

The pandemic led to many upward revisions of our UK digital user forecasts. Some changes (podcast listeners) will be permanent, while others will be temporary (digital gamers). Our social network user numbers, meanwhile, didn’t change much at all.