Creator funds see mixed success: Social platforms offer more monetization tools than ever, but many content providers still struggle to get paid.

US Instagram ad impressions are split mostly between two formats. For the US clients of performance marketing firm Tinuiti, 47.0% of impressions came from the feed and 42.0% from Stories in Q4 2021.

Instagram introduces subscriptions as it vies for control of the creator economy: As Instagram’s cachet diminishes among younger audiences, it hopes monetization tools will keep creators from turning to other platforms.

Snapchat’s user base in the region grew almost 70% in 2021, to 107 million, compared with just 3.4% in North America.

Close to 75% US marketers will tap influencers for campaigns this year, up about 5 percentage points from 2021.

US marketers' interest in TikTok for influencer marketing has skyrocketed since early 2020, as the app has transformed from a novelty to a social media mainstay. Nearly two-thirds of US influencer marketers plan to use the video sharing app in 2022.

Asia-Pacific will no longer produce huge increases in new social network users, but the sheer scale of the region means it should remain front and center for social media marketers. Facebook will remain on top, but TikTok, Instagram, and Snapchat are making waves.

The number of social network users in Canada continues to climb, as a wider variety of platforms become available that can satisfy user appetites for information, entertainment, and personal expression.

Over 500 million people in Europe will use social networks monthly in 2022—with more than half hailing from Central and Eastern Europe. Facebook will remain the largest platform, but its lead is shrinking as Instagram and TikTok expand.

TikTok is now the third-largest worldwide social network, according to our inaugural forecast. It will have 60% more users than Snapchat and twice as many as Twitter this year.

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.

TikTok is the fastest-growing social platform amid slow overall social network user gains in the UK. Facebook remains the dominant force, but as its user base ages, its grip will begin to slip.

TikTok is now the third largest social network in the US, ahead of Snapchat and Pinterest. Facebook won’t be able to stop the teen exodus, Instagram’s user base is growing older, and Twitter will start losing users.

Facebook is back in the FTC’s sights: The social media giant’s acquisition strategy is under scrutiny as the next wave of antitrust legislation rears its head.

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

Despite relatively low levels of adoption, social commerce features multiply: Meta-owned platforms lead the way when it comes to social commerce features, but TikTok, Pinterest, and others are working hard to catch up.

Small influencers poised to gain more brand followers: As social commerce capabilities expand and new tools power the creator economy, the demand for micro-influencers will take off.

TikTok's success has renewed social platforms' interest in algorithms: Instagram, Snap, YouTube, and Twitter have all begun implementing algorithmically-recommended content over the past year.

In Latin America in 2022, digital payments will make gains, consumer expectations around ecommerce will shift, corporate sustainability and social issues will come to the fore, SMBs will bank on social commerce, and retail media networks will make their presence felt.

Social commerce is one of the biggest trends in social media in 2021. The major platforms are all pushing commerce to the forefront of their business strategies, introducing new features aimed at convincing consumers to go from inspiration to purchase with a click of a button or a tap on a mobile screen.