GWI: 2022 Social Media Trends Report

GWI released its latest "2022 Social Media Trends Report", with key findings including:

Global social media engagement has plateaued

Global social media usage hit an all-time high in the second quarter of 2020 as widespread lockdowns forced consumers to find ways to spend their free time.

TikTok continues its impressive growth

The number of monthly users of TikTok has grown 32% since 2020. Despite its youthful reputation, Gen X and Baby Boomers have seen the fastest growth in engagement.

Western social media is following in China's footsteps

Social media often plays a more extensive role in fast-growing markets like China than in the West. However, data suggests change is coming. People in North America are more likely to log on to the platform than in 2020.

Short videos are the most popular, but Generation Z prefers long videos

Outside of China, 61% of social media users view or create stories on Snapchat, Instagram or Facebook at least monthly, and engagement with Reels has increased. It’s not just about short video content, though, as Gen Z is also highly likely to watch videos longer than 20 minutes.

Social purchasing has made great progress

Despite security concerns, engagement on Facebook Marketplace and Instagram Shopping has grown 8% since 2020. Brands can drive progress by inspiring UGC and prevent cart abandonment by embracing feedback.

Time spent on social media

Social media use has plateaued

Since the second quarter of 2021, time spent on social media has increased in 32 of the 47 countries we track, with consumers in MEA (Middle East and Africa) increasing their usage by about 20 minutes in a few months. This sounds promising, but we can see a general slowdown in global engagement.