The company initially reported high numbers of ‘activated’ users, but it appears that this was merely a clever play on words to report registered members, and monthly active user figures likely peaked at around 50 million. At the start of 2010, Facebook had 400 million monthly active users, and that number reached the momentous 1 billion user mark in September 2012. Our analysis of these figures suggests that the combined audience of the most popular messaging platform in each country is roughly 3.7 billion users, while the total number of instant messaging users around the world now exceeds 5 billion. Around that time, audience analysts Media Metrix reported that AIM’s active user base was growing at just under 20 percent per year. Kepios’s analysis of the latest data from around the world shows that the cumulative total of active users on the top platform in each country reached 5.04 billion by the start of 2024.
However, recent changes to EU regulation mean that Meta no longer shows ads to users below the age of 18 across the bloc, and ad audience figures for this age group across Europe have now effectively fallen to zero. In total, social media adoption remains below 10 percent in 19 countries, 15 of which are in Africa. Eritrea ranks second-to-last, with the latest user data pointing to a social media adoption rate of just 0.4 percent. But despite their impressive ascent, Facebook, WhatsApp, and WeChat are just three of the many hundreds of social media platforms out there. Reports suggest that Friendster gained 3 million users within its first few months of operation, and it took just 3 years and 8 days for Myspace to reach 100 million registered accounts.
However, TikTok isn’t alone in posting impressive ad reach figures this quarter. However, there’s still plenty more room for growth, with CNNIC’s data indicating that more than 400 million people across the country are yet to come online. Essential HeadlinesYou’ll find a handy summary of this quarter’s top stories in the video embed below (click here if that’s not working for you), but read on below for the full report, and for my in-depth analysis of the latest essential trends. We’ve also got insights into podcast use around the world, the growing popularity of VPNs, and a look ahead to some of the most important trends that will shape marketing success as we head into 2022. At the other end of the spectrum, North Korea has the lowest level of social media adoption in the world, owing to its government’s complete internet blockade.
At the most basic level, the improved availability, accuracy, and sophistication of online translation tools mean that it’s never been easier for people to access content that was written in languages other than their own native tongue. A similar pattern of ad cost inflation is evident in search advertising too, with Skai reporting a 30 percent year-on-year increase in the average global search cost per click (CPC). The company’s latest Digital Marketing Quarterly Trends Report reveals that the average global CPM (cost per thousand impressions) has increased by more than 33 percent since this time last year. In terms of ad reach compared with eligible populations aged 13 and above, Snapchat appears to be particularly popular with audiences in the Middle East and Scandinavia. India becomes Snapchat’s top ad audienceThe number of users in India that advertisers can reach using ads on Snapchat has surged by more than 16 percent over the past three months. This figure means that China accounted for almost one-third of the 222 million new users we’ve added to our global user total since this time last year.
In today’s digital age, social media has become an integral part of our daily lives. With platforms like Facebook, Instagram, Twitter, and TikTok dominating the online space, one might wonder if there is still room for innovation and the creation of new unique platforms.
Even as other platforms do not nearly match the overall reach of YouTube or Facebook, there are certain sites or apps, most notably Instagram, Snapchat and TikTok, that have an especially strong following among young adults. In fact, a majority of 18- to 29-year-olds say they use Instagram (71%) or Snapchat (65%), while roughly half say the same for TikTok. But all these social media platforms tend to vary in their primary focus, from news and professional connections (like LinkedIn) to predominantly serving entertainment (like TikTok). Social media companies use these metrics to showcase the potential reach of their platform to marketers. It’s key to their business model, as advertising revenue is typically their main source of income.
All that to say, you might want to investigate social SEO if you need a bit of help with your strategy. Not only have users flocked to the popular video-sharing app like bees to honey in recent years, but it’s become so universally used that a lot of Gen Z uses TikTok as a search engine. That’s right, younger users head on over to TikTok instead of Google when looking for everything from news to trivia questions.
Designed to keep us scrolling and interacting, they significantly shape our online experiences. The tools track the number of unique users ‘ that is, individual accounts ‘ who have interacted with or been exposed to specific content, whether a post, story or advertising campaign. Social media isn’t just a daily habit ‘ with more than 5 billion users globally, it’s woven into the very fabric of our existence.
Social media has undoubtedly come a long way since its inception. However, the question remains – has it reached its peak in terms of introducing something new and unique to the market? Let’s delve deeper into this topic.
Challenges Faced by New Platforms
- Competition from established giants
- User acquisition and retention
- Monetization strategies
- Data privacy concerns
Can New Platforms Still Succeed?
While the challenges are indeed daunting, it is not impossible for new social media platforms to succeed. By offering innovative features, targeting niche markets, and prioritizing user privacy and safety, new platforms can carve out their own space in the crowded social media landscape.
It is essential for new platforms to differentiate themselves from existing ones. Whether through unique features, target audience, or user experience, creating a distinct identity is crucial for standing out in a saturated market.
The Future of Social Media
- Integration of augmented reality
- Increased focus on mental health and well-being
- Personalized content recommendations
- Emergence of blockchain-based platforms
As technology continues to advance, the possibilities for social media are endless. While it may seem like social media has reached its peak, there is still plenty of potential for new and unique platforms to emerge in the future.
