Three things we can count in the billions: Jeff Bezos’ dollars, the number of trees planted since 2020… and the number of social media users.
According to the Digital 2023: Global Overview Report, Facebook and YouTube are the most used social media platforms in the world, with 2.95B and 2.5B users respectively.
⚡️THREAD: Global Social Media Stats 2023 🌍📊
The world's most used social media platforms
1. Facebook: 2.9 billion users
2. YouTube: 2.5 billion users
3. WhatsApp: 2 billion users👇📊 Keep scrolling for more insights 📊👇 pic.twitter.com/mCh8IdX3DP
— Matt Navarra (I quit X. Follow me on Threads) (@MattNavarra) February 6, 2023
However…
Table of Contents
TikTok might as well be flypaper
The report says TikTok beats both when it comes to time spent on the platform. Users average 23.5 hours a month swiping TikTok content.
YouTube is a close second with 23.1 hours. Facebook comes in third at 19.7 hours.
Surprisingly, Instagram is fifth with 12 hours per month, while Twitter is seventh with a modest 5.5 hours.
The number of social media users grew to 4.76B in January 2023 compared to 2.7B five years ago. And users are staying on social media longer: two and a half hours per day on average!
But eyeballs are pricey
Matt Navarra Tweeted a breakdown of the average cost per mille (CPM) of the most popular platforms in the final quarter of last year:
- Meta: $13.35.
- TikTok: $7.43.
- Snap: $7.23.
- YouTube: $6.45.
- Amazon: $1.58.
- Google Search: $1.25 (cost-per-click).
How Much Amazon, Google, Facebook, YouTube, Snap, and TikTok Ads Cost in Q4 2022
Amazon: $1.58 (CPM)
Google Search: $1.25 (CPC)
YouTube: $6.45 (CPM)
Meta: $13.35 (CPM)
Snap: $7.23 (CPM)
TikTok: $7.43 (CPM)https://t.co/DEMNDXqgo9— Matt Navarra (I quit X. Follow me on Threads) (@MattNavarra) February 6, 2023
Why we care
It’s always helpful to have a sense of where users are most engaged, and what to budget if you want to meet them there.
Facebook has the most users, but it’s also the most expensive. Meanwhile, TikTok is a worthy competitor, with high engagement and lower pricing.
So is Amazon. It reported 19% ad revenue growth and also looks like a good option.
Just details to keep in mind as you adjust your social media strategy.