Social Media Statistics That Marketers Should Know in 2022

Some brands knew the value of social media right away. Others took a while to see the potential. Now it seems that virtually everyone has realized how much social media has to offer when it comes to building brand awareness, generating leads, and learning about their audience to connect with them more effectively. Today, social media is an integral part of successful marketing strategies, but those strategies also require data regarding, among other things, current trends.

Here are some of the social media statistics that marketers should know in 2022:

  • Of the 4.66 billion people worldwide who have internet access, approximately 4.2 billion are active social media users, representing 53.6% of the Earth’s population.
  • Social media users increase by about 490 million per year.
  • An average of 2 hours and 25 minutes are spent on social media each day.
  • Spending on social media ads is expected to reach $177 billion in 2022.
  • This year, about 92% of marketers working for companies with more than 100 employees in the US are expected to use social media for marketing.

As you can see, the use of social media for marketing is booming. Different platforms each have their own audience, but here are some statistics for the two most popular platforms, Facebook and Instagram.


Facebook Marketing Statistics

Facebook still stands at the head of the pack when it comes to social media platforms, with 1.8 billion active users every day and almost twice that number in active monthly users. The top country for active users is India with almost 350 million users as of January 2021. The US and Indonesia round out the top 3 with 193.9 million and 142.5 million users respectively.


Some other Facebook statistics to be aware of:

  • The largest user group (19%) consists of males between the ages of 25 and 34, followed by males aged 18-24. Despite this, 53% of Facebook users are female.
  • The number of users in the US is expected to reach 325 million by 2026.
  • Canadians are the most active Facebook users, with more than 14 million adult Canadians checking their feed each day and average 7 hours of use per month.
  • The vast majority of users (98.5%) access Facebook on their mobile devices.
  • Facebook states that ads on their platform have a potential audience of 2.28 million.
  • Facebook’s user base is the most representative of the US population as a whole.
  • More than 1 billion Facebook users speak English.
  • Facebook has the highest average page post engagement rate (0.45%) for pages with fewer than 10,000 fans.
  • The average Facebook user will click more than 12 ads each month.
  • Among US adults, nearly 20% have made a purchase due to Facebook.
  • The average CTR (click-through rate) is 0.9%.
  • The average CPC (cost per click) for Facebook ads is $1.72.
  • The average conversion rate for Facebook ads is 9.21%.


Instagram Statistics For Digital Marketers

Instagram comes in behind Facebook with approximately 1.4 billion users globally, with an estimated 22.7% of all people aged 13 and above using the platform. As with Facebook, India has the largest number of users, at just over 201 million users. The US follows with 157.1 million, and Brazil comes in third at 114.9 million.


  • Instagram is the 9th most-Googled search term and the 7th most visited website.
  • As of October 2021, more than half of all users were under the age of 35.
  • A little more than 50% of the advertising audience is male.
  • The most common type of content is the photo post.
  • Business accounts with fewer than 10,000 followers have an engagement rate of 1.11%, compared to 0.93% for those with 10,000 to 100,000.
  • The number of US adults that have bought something because of Instagram is just over 11%.
  • 90% of Instagram users follow one or more businesses.
  • Influencer marketing on Instagram has compelled almost 90% of people to make a purchase.
  • Almost 90% of marketers believe that Instagram is the best platform for influencer marketing.
  • More than 80% of people have used Instagram to research products and services.
  • Every month, 130 million users click on shopping posts.
  • The average CTR (click-through rate) is 0.58%.
  • The average CPC (cost per click) for Instagram ads is $1.32.
  • The average conversion rate for Instagram ads is 1.08%.


Making effective use of social media is a must for your marketing efforts and will only grow more important in the future as ever more people flock to these platforms.

Christian Thomson

Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.

  • Previous Project

    What is a Good Click Through Rate?

  • Next Project

    Everything Business Owners Need to Know About Google’s Helpful Content Update