Social Media Statistics (Worldwide + Australia) 2021
FIBER delivered 2021’s most propitious social media statistics for the most popular social media platforms to develop your 2022 marketing strategies.
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Date published
May 5, 2022

Social Media Statistics (Worldwide + Australia) 2021

When developing your 2022 strategy, especially for social marketers, the most crucial decision regarding choosing the right digital channel is that it has clear goals. What do you want to achieve with your social media strategy? Lead generation? Brand awareness? Increased ROI? Know this, and you’ll understand your best digital path with ease.

Reflecting on 2021, we know it presented us, internet users, with many trials and tribulations. This is particularly pertinent in the world of social media. To name a few occurrences, Facebook changed its parent company’s corporate name to Meta; Instagram launched more available post types, and TikTok had a massive growth on the popularity ladder.

From the combined efforts of FIBER and the digital community, we have collated the social media statistics from Facebook, Instagram, Pinterest, Twitter, LinkedIn and TikTok to deliver 2021’s most propitious social media stats to draw your 2022 marketing strategies.

Facebook Statistics

Facebook Menlo Park Headquarters
©Office Snapshots: Facebook Menlo Park Headquarters

Demographics

  • Facebook has 2.91 billion monthly active users in global and around 19.57 million are from Australia accounting for 74.7% of its entire population.
  • 43.4% of Facebook’s global users are female and 56.6% are male.
  • 54.7% of Facebook’s Australian users are female and 45.3% are male.
  • 24.6% of Facebook’s Australian users are aged between 25-34 age which is the largest share.
  • 75% of high-income earners use Facebook.

Usage

  • 98.5% of users access Facebook from mobile devices.
  • 16.7% of users access Facebook from laptops and/or desktops.
  • Facebook is the third most-visited social media platform globally.
  • Facebook is the world’s third most downloaded app globally. 
  • Facebook is the most downloaded social media app in Australia amounting to over 28 million, followed by Instagram, Pinterest, and Google.
  • Facebook has 11.2 billion total visits, 1.5 billion unique visitors, and an average visit time of 21 minutes 52 seconds.
  • Facebook has 1.93 billion daily active users.
  • Australian Facebook users spend an average time of around 18 minutes and 40 seconds on the platform every day.

Engagement

  • Status posts have the highest engagement rate (around 0.1%) in Australia while link posts have the lowest engagement rate.
  • Around 9 million (50%) Australian Facebook users watch In-stream video ads every month.
  • 85% of videos watched on Facebook are on mute.
  • Facebook videos with captions increase the watch time by 12%.
  • Facebook live videos gain up to 6X more interactions over regular video posts.
  • Facebook engagement increases by 18% on Thursdays and Fridays.

Businesses

  • 30% of businesses use Facebook to interact with their customers.
  • 44% of users acknowledge that Facebook affects their shopping decision.
  • 15% of Facebook users shop on Facebook.
  • 62% of users say they are more interested in a brand after watching stories.
  • 84% of video marketers use Facebook to promote their videos.
  • 96% of B2C marketers and 91% of B2B marketers have Facebook accounts. 

Ads

  • ‍93% of marketers use Facebook ads.
  • Facebook ads can reach to 2.28 billion people globally.
  • On an average Facebook user clicks on 8 ads per month. 
  • Audiences between 18-24 years old spend 75% of their time watching video ads on Facebook.
  • 43.5% of Facebook ad audiences are women, and 56.5% are men.
  • Adding a CTA button increases the conversion rate by 2.85X.
  • A CTA in the middle of the video has a higher conversion rate of 16.95%.
  • The prices of cost-per-clicks are the highest on Fridays and the lowest on Sundays.
  • The average cost-per-click on Facebook is $1.86.
  • Video ads cost 10% of carousel or single-image ads.

Top Brands

  • Samsung’s Facebook page is the most popular, with 161 million likes.
  • CGTN’s Facebook page has 117 million likes.
  • Real Madrid CF’s Facebook page has over 111 million likes.
  • Coca-Cola’s Facebook page has 109 million likes.
  • China Daily’s Facebook page has 103 million likes.

Instagram Statistics

Instagram Manhattan Office
©Dezeen: Instagram Manhattan Office

Demographics

  • Instagram has over 2 billion monthly active users globally and around 11.04 million are from Australia.
  • ​​17.6% of the world population uses Instagram.
  • 57.3% of Instagram’s Australian users are female and 42.7% are male.
  • 29.5% of Instagram’s Australian users are 25-34 years old which is the largest share.
  • 56.9% of Instagram Australian users are female and 43.1% are male.
  • Instagram is Gen Z’s favourite social media platform.

Usage

  • Instagram’s global users spend around 29 minutes on the platform every day.
  • Instagram’s Australian users spend 9 minutes 3 seconds on Instagram every day on average.
  • 1.9 billion users log into Instagram daily and 38% of them log into the platform multiple times.
  • Around 90% of users watch videos on Instagram every week.
  • 500 million users watch Instagram stories every day.
  • 40% of Instagram users post stories every day.
  • More than 100 million photos are uploaded to Instagram every day.
  • Photo posts are the most shared content on Instagram.
  • 99.99% of Instagram users have accounts on other social media platforms.

Top Instagrammers

  • Cristiano Ronaldo with 407 million followers.
  • Kylie Jenner with 314 million followers.
  • Lionel Messi with 309 million followers.

 

Engagement

  • The average engagement rate for all Instagram posts types is 0.27%.
  • Carousel posts have the highest average engagement rate (1.08%), followed by photo posts (0.81%) and video posts (0.61%).
  • Business accounts with fewer followers have a higher average engagement rate of 1.11%.
  • There are 4.2 billion Instagram likes per day.
  • Each Instagram post gets 1261 likes on average.
  • Instagram video posts receive 21.2% higher engagement than photo posts.
  • Instagram posts with longer captions gain better engagement.
  • Instagram posts gain higher better engagement on weekdays, especially on Wednesdays and Thursdays.
  • Instagram posts have 10.7 hashtags on average.
  • Instagram posts with hashtags receive 12.6% more engagement on average.
  • Instagram posts with a location receive 79% more engagement.

Businesses

  • 90% of Instagrammers follow at least one business.
  • Business accounts followers increase by 1.46% each month on average.
  • More than 25 million businesses use Instagram to promote their services and products.
  • 44% of businesses use stories to promote their products and services.
  • Instagram business accounts post 1 post each day on average.
  • Around 66.6% of users say Instagram enables interaction with brands.
  • 81% of Instagram users discover new products and services on Instagram.
  • 73% of marketers are in favour of running influencer marketing on Instagram.
  • Around 500,000 active influencers are on Instagram.
  • Over half (54%) of all influencers on Instagram are nano-influencers, followed by micro-influencers (33%).
  • 77% of marketers say micro-influencers are their ideal influencers and 64% of them would like to work with macro-influencers.
  • Nano-influencers’ Instagram posts have the highest engagement rate (5%), followed by micro-influencers (1.7%).

Ads

  • 22.7% of Instagram users over 13 years old can be reached by Instagram ads.
  • 32.3% of Instagram ad audiences are 25-34 years old constituting the largest share.
  • 48.4% of Instagram ad audiences are female, while 51.6% are male.
  • 75% of Instagram ad audiences take action on at least one ad.
  • 50% of Instagram ad audiences are more interested in a brand after seeing ads on Instagram.
  • Instagram marketers spend 69% of their budget on Instagram influencer marketing.
  • Collection ads receive 6% more conversions than other types of ads.
  • Video ads receive 3X more engagement than photo ads.

Top Brands

  • National Geographic has 199 million followers on Instagram which is the most followed brand.
  • Nike has 189 million followers on Instagram.
  • Real Madrid CF has 107 million followers on Instagram.

Pinterest Statistics

Pinterest San Francisco Headquarters
©ArchDaily: Pinterest San Francisco Headquarters

Demographics

  • Pinterest has 442 million global monthly active users and 7 million are from Australia.
  • More than 75% of Pinterest’s global users are female.
  • 37% of Australian mums are on Pinterest.
  • 42% of Australian millennials are on Pinterest.
  • 53% of Australian millennial women are on Pinterest.
  • 32% of Australian millennial men are on Pinterest.
  • 36% of Pinterest’s Australian users have an average of $100k+ household income.

 

Usage

  • 90% of users use Pinterest on mobile.
  • Over 50% of users use Pinterest while in store.
  • Over 25% of time on Pinterest is spent on shopping which is higher than on any social media platform.
  • More than 5 billion boards are created on Pinterest, which increase by 35%.
  • More than 240 billion pins are saved on Pinterest.
  • Pinterest users watch 1 billion videos daily.
  • Pinterest users type in 8 searches each month on average.
  • 97% of top searches on Pinterest are unbranded.
  • Beauty, with 4.8 million searches, is the most popular category on Pinterest, followed by style/fashion (3.3 million).

Engagement

  • Videos uploaded on Pinterest are watched 2X more.
  • 40% of engagement on Pinterest is from related pins.
  • Over 50% of users shop on Pinterest.
  • 89% of Pinterest users get purchase inspiration on the platform.
  • 78% of Pinterest users have positive thoughts when seeing brand content on the platform.
  • 98% of Pinterest users have tried something they found on the platform.
  • 87% of Pinterest users have bought at least one product after seeing related information on Pinterest, and 93% have future purchase plans.

Businesses

  • Organic Pinterest shopping pins’ engagement increases by 44%.
  • Pinterest users are 67% more likely to buy when seeing pins that show a product or service in action.
  • 76% of Pinterest users save items to purchase later.
  • 85% of Pinterest users put visuals first when shopping for apparel and furniture.

Ads

  • More than 200 million people can be reached by Pinterest ads.
  • 4.65 million Pinterest ad audiences are from Australia.
  • Pinterest ads are 2.3X cheaper per conversion than other social media platforms.
  • Pinterest has a 5X higher return on ad spending than on other social media platforms.
  • 30.4% of Pinterest ad audiences are female aged 25-34 years old.
  • 61% of Pinterest users have purchased because of sponsored pins.
  • 38.8% of Pinterest ad audiences are 25-34 years old which is the largest share.

Top Accounts

  • Oh Joy! has 15.2 million followers which is the most followed person on Pinterest.
  • Poppytalk has 10.5 million followers.
  • Tasty has around 10.4 million followers.

Twitter Statistics

Twitter San Francisco Headquarters
©The Washington Post: Twitter San Francisco Headquarters

Demographics

  • Twitter has 330 million monthly active users globally and 5.8 million are from Australia.
  • 38.5% of Twitter users are aged between 25-34 years old.
  • 20.7% of Twitter users are aged between 35-49 years old.
  • 42% of Twitter users are college graduates.
  • 29.6% of Twitter users are female, while 70.4% are male.
  • 83% of the world’s leaders are on Twitter.
  • The largest demographic groups of Twitter active users are from the U.S. (77.8 million), followed by Japan (58.2 million) and India (24.5 million).

Usage

  • 46% of all Twitter users log in to the platform at least once per day.
  • Twitter users spend an average of 3 minutes and 39 seconds on the platform.
  • 80% of the active users use Twitter on mobile.
  • More than 500 million tweets are posted per day.
  • 9281 tweets are posted per second on average.
  • 48% of users use Twitter to get news, while 48% of them use it for entertainment, and 34% of them use it to keep in touch with friends and family.
  • An account can send a maximum of 2400 tweets and 1000 messages per day.
  • The total website traffic of Twitter is 3X of the actual active user base.

Most followed accounts

  • Barack Obama’s Twitter account has 130.1 million followers.
  • Katy Perry’s Twitter account has 108.7 million followers.
  • Justin Bieber’s Twitter account has 103 million followers.

Engagement

  • The lifespan of a tweet is around 20 minutes.
  • Twitter users only tweet once per month on average.
  • A Twitter user has 707 followers on average.
  • 125 million hashtags are used on Twitter each day on average.
  • Tweets with 1-2 hashtags have 21% more engagement, while tweets with more than 2 hashtags have 17% less engagement.
  • Tweets with at least one hashtag have a 55% more chance of being retweeted.
  • Tweets with hashtags will be 100% actively engaged for individuals and 50% for brands.
  • “Face with Tears of Joy” is the most used emoji on Twitter.
  • Tweets with a GIF gain 55% more engagement than those without.
  • Twitter users watch 2 billion videos on the platform each day.

Businesses

  • 82% of B2B content marketers use Twitter.
  • 79% of Twitter users follow brands.
  • 79% of marketers have continued leveraging Twitter Spaces.
  • Twitter drives a 40% more ROI than other social media platforms.
  • Businesses are 2.3X more likely to reach KPIs when they launch new products on Twitter.
  • Businesses are 19% greater in customer satisfaction when using Twitter to provide customer services.
  • 92% of businesses tweet more than once a day.
  • 69% of brand followers say they’ve purchased from the brands they followed and 93% of them say they have future plans.

 

Ads

  • 436 million people can be reached by Twitter ads.
  • Twitter’s global ad engagement increases by 35%.
  • People spend 26% more time viewing ads on Twitter than on other social media platforms.
  • Twitter ads with no hashtag gain 23% more engagement.
  • 29.6% of Twitter ad audiences are female, and 70.4% are male.
  • Males aged 25-34 years old and females aged 18-24 years old constitute the majority of Twitter ad audiences.
  • Twitter’s video completion rate increases by 89%.
  • Around 164 million ads are shown on Twitter each day.

Top Brands

  • CNN Breaking News’s Twitter Profile has 61.8 million followers.
  • CNN’s Twitter Profile has 55.7 million followers.
  • The New York Times’s Twitter Profile has 51.2 million followers.
  • Nasa’s Twitter Profile has 50.7 million followers.
  • BBC Breaking News’s Twitter Profile has 48.6 million followers.

LinkedIn Statistics

LinkedIn San Fransisco Headquarters
LinkedIn San Fransisco Headquarters

Demographics

  • More than 800 million people from 200 countries use LinkedIn.
  • 56.6% of LinkedIn users are male and 43.4% of them are female.
  • 40% of millionaires are active Linkedin users.
  • 12.75 million Linkedin users are from Australia accounting for 48.7% of its entire population.
  • 57.3% of LinkedIn‘s Australian users are aged 25-34 constituting the largest share.
  • Over 180 million senior-level influencers use LinkedIn.
  • LinkedIn has 65 million decision-makers and 10 million C-level executives.

Usage

  • 57% of users use LinkedIn on mobile.
  • 170k new accounts are created on LinkedIn each day.
  • 55 job applications are submitted per second on LinkedIn.
  • 280 billion feed updates are viewed on LinkedIn.
  • 9 billion feeds are displayed each week.
  • Around 45% of LinkedIn article readers are in upper-level positions (managers, VPs, Directors, C-level).
  • 39% of LinkedIn users never share content.
  • 16% of LinkedIn users post at least once a week.
  • LinkedIn users spend 7 minutes 12 seconds on the platform on average.
  • LinkedIn users visit an average of 6.4 pages on LinkedIn.
  • 39% of LinkedIn users register for LinkedIn premium.

Most followed accounts

  • Google has 23.3 million followers.
  • Amazon has 23.2 million followers.
  • Ted Conferences has 22.3 million followers.

 

Engagement

  • 22.04% of LinkedIn traffic comes from search.
  • 99.63% of LinkedIn search traffic comes from organic search.
  • LinkedIn pages with a complete profile gain 30% more views each week.
  • 45 million people use LinkedIn to search for job information each week.
  • More than 14 million open jobs are posted on LinkedIn Jobs.
  • More than 200 million jobs are submitted on LinkedIn each month.
  • 4 people get hired on LinkedIn in one minute.
  • LinkedIn’s engagement increases by 50% year-over-year.
  • Businesses posting at least once a week gain 2X more engagement on LinkedIn.
  • Businesses that post 20 times per month reach at least 60% of their unique audience.
  • A post with links can get 2X more engagement than a post without a link.
  • A post with images has a 98% higher comment rate than a post without an image.
  • The long-form content with 1700-2100 words can get the most shares on LinkedIn.
  • LinkedIn articles with 8 images and 5, 7 or 9 headlines are most likely to gain the highest engagement.

 

Businesses

  • 91% of business executives use LinkedIn for professionally related content.
  • More than 57 million businesses are listed on LinkedIn.
  • 46% of social media traffic to business’s website comes from LinkedIn.
  • 45% of marketers have gained customers through LinkedIn.
  • Lead Gen Forms on LinkedIn can increase conversions by 3X.
  • 89% of B2B marketers rely on LinkedIn for lead generation.
  • 62% of B2B marketers generate leads on LinkedIn successfully, over double the next-highest social channel.
  • Around 80% of LinkedIn users are decision-makers in their businesses.
  • 52% of buyers rate LinkedIn as the most influential channel in their research process.
  • InMail has a 300% higher response rate than email and a 10-25% hit rate on LinkedIn.
  • 38% of B2B marketers earn revenue from LinkedIn.
  • 80% of B2B leads from social media are from LinkedIn.
  • 97% of B2B marketers use LinkedIn to help drive their content marketing strategy.
  • 92% of B2B marketers include LinkedIn in their digital marketing mix.
  • An average of 10 pieces of content are considered before making a purchase decision on LinkedIn.

Ads

  • 790.4 million people can be reached by LinkedIn ads.
  • LinkedIn’s ad reach increases by 2.9% quarter-on-quarter.
  • 43.4% of LinkedIn ad audiences are female, and 56.6% are male.
  • Sponsored InMail has a 52% open rate on LinkedIn.
  • LinkedIn Message Ads have a 40% conversion rate.
  • 65% of B2B businesses have gain a customer through LinkedIn paid ads.
  • The cost per lead on LinkedIn is 28% lower than on Google AdWords.
  • Lead Gen forms on LinkedIn reduce cost per lead for 90% of B2B marketers.
  • LinkedIn’s “match audience” targeting feature has resulted in a 32% increase in post-click conversions and a 30% increase in click-through rates.
  • 58% of B2B advertisers like the ROI of LinkedIn ads.‍

TikTok Statistics

©Emily Giglio: TikTok Los Angeles Office

TikTok is the new social media sensation. Its users love it for its quirky, hilarious and powerful buzz-generating content. Businesses are leveraging this opportunity and are now creating content for the platform.

Demographics

  • TikTok has more than 1 billion monthly active users and 8.2 million are from Australia accounting for 32.2% of its entire population.
  • Around half (47.4%) of global TikTok users are younger than 30 years old.
  • 57.3% of TikTok’s Australian users are 25-34 years old.
  • 56.1% of TikTok users are female, and 43.9% are male.
  • TikTok is the most downloaded app with 3 billion times downloaded worldwide.
  • 20% of TikTok users earn more than US$75,000.

Usage

  • TikTok users spend an average of 52 minutes each day on the app.
  • TikTok users aged 4-15 spend an average of 75 minutes each day on the app.
  • A TikTok user opens the app 8 times per day.
  • Over 100 billion videos are watched on TikTok per month on average.
  • 90% of TikTok users use TikTok at least once a day.
  • 87.3% of videos have at least one hashtag.
  • 68% of TikTok users watch videos posted by others and 41% of them upload reactions.
  • 55% of TikTok users upload their own videos and more than 34% of them upload videos on a daily basis.

Engagement

  • TikTok is the most engaging social media platform with an 18% of engagement rate.
  • Entertainment is the most viewed content category on TikTok, which has over 1 billion views.
  • 63% of engaged TikTok users like at least one video per month.
  • 54% of engaged TikTok users comment on at least one video per month.
  • A video will gain around 12 engagements for every 100 views.
  • Brands post 3-4 posts each week on average.
  • 80% of the videos with top views have music.

Businesses

  • Bytedance, TikTok’s parent company has around US$400 billion value.
  • TikTok’s revenue increases by 60%.
  • TikTok’s In-app purchases increase by 380% in 2020-21.
  • 42% of all TikTok revenue comes from the U.S..
  • TikTok loses around 15 million new users because of the ban.
  • TikTok influencers with 2.5 million followers or more charge around $600-$1000 for each post.
  • Brands are able to create branded AR lenses, filters, and stickers for TikTok users to insert into their video content.

Ads

  • Brands pay TikTok’s in-feed ads for US$10 per impression, with a minimum campaign spend of US$6,000.
  • Brands are expected to pay US$50,000 per day for brand acquisitions and are guaranteed 5 million impressions on TikTok.
  • 61% of TikTok users say they are interested in buying brands after seeing ads, and 63% say they are brand conscious.
  • TikTok recommends an additional US$100,000-US$200,000 in ad spend within TikTok to promote a hashtag challenge.
  • Hashtag challenges cost brands more than US$100,000.
  • Brand takeover ads cost anywhere between US$20,000-$200,000 on TikTok.
  • Brands create 3.7% of the content on TikTok.
  • 33% of customers respond better when ads refer to them directly on TikTok.
  • 50% of ads have emotional messages.

Top Brand

  • TikTok’s official account has 59.3 million followers.
  • Flighthouse, a digital entertainment brand, has 28.1 million followers.
  • XO Team has 25.3 million followers.
  • Yolo House has a following of 23.3 million followers.
  • PSG has 23.2 million followers.‍

We have covered the most popular social networks; however, there are many more channels such as YouTube (16.5 million Australian users), WhatsApp (8 million Australian users), Snapchat (6.4 million Australian users), Tinder. All of which hold many active social media users.

What is more, are the additional channels you can choose to endeavour. If your advertising objective and marketing efforts are to increase brand awareness, you can achieve this through programmatic.

When developing your 2022 strategy, especially for social marketers, the most crucial decision regarding choosing the right digital channel is that it has clear goals. What do you want to achieve with your social media strategy? Lead generation? Brand awareness? Increased ROI? Know this, and you’ll understand your best digital path with ease.

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