During a 2022 survey carried out in the United Kingdom, ***** percent of fashion and lifestyle consumers stated that their most enjoyed format for content on social media platforms were spontaneously created static posts. Pre-recorded videos came right behind in the ranking for favorite formats, with a share of ***** percent. The third most popular format were live videos with ***** percent of responding consumers preferring them.

During a 2022 survey carried out among consumers from the United States, ** percent of respondents stated that short-form videos were the most engaging type of content for social media marketing. Images followed, with ** percent.

According to a survey conducted among marketing professionals in India in 2022, Facebook and YouTube were the leading social media platforms used for display advertising campaigns among ** percent of respondents. On the other hand, Instagram emerged as the popular choice for partnership, sponsorship, and influencer marketing as indicated by ** percent of marketers who employed it in their digital marketing strategies.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents.

              The global social media marketing segment

              According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide.

              Social media for B2B marketing

              Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

During a November 2022 survey carried out among professionals involved in content marketing, ** percent stated that they used social media posts as a part of their content marketing strategy; ** percent named videos in the same context. The 2022 digital video ad spending in the U.S. was estimated at ** billion U.S. dollars.

In 2022, the most popular type of influencer content on social media in Germany was fashion, according to the followers. ** percent of respondents stated that they follow influencers who produce this type of content. Also popular with ** percent of respondents was content relating to home and design.

According to a survey conducted in the United Kingdom in 2022, 15 percent of TikTok users aged between 13 and 17 years had experienced anonymous trolling in the past month, and a further 15 percent had seen sexualized images on the platform. Overall, 14 percent of teenagers in the UK who used YouTube had recently seen violent or gory content, whilst one in ten respondents had seen images of diet restriction on Instagram.

In 2021, children in Poland most often posted posts, comments, and photos on social media.

According to data collected in the United States in April 2022, Telegram was the alternative social media platform with the most moderation features. The network lacked only the keyword-blocking feature. Rumble had only one of the mentioned features. Among the researched platforms, Gab was the only one without moderated content.

In May 2022, an online survey in the United States found that over 40 percent of respondents believed that edited content of public officials and celebrities should be removed, while almost 30 percent of respondents reported believing this type of content should be labeled as inappropriate or inaccurate but not removed from social media platforms. Over six in ten percent of respondents reported thinking that social media content including hate speech such as racial, religious, and gender-based slur- and content inspiring violence should be removed. Additionally, 17 percent of respondents reported thinking that social media content tied to conspiracy theories should not be removed nor moderated in any way.

According to a global online survey conducted in 2022, 55 percent of weekly X/Twitter users stated that they wanted to see informative content on the social media site. Overall, almost 40 percent of users said that they wanted to see relevant psots, whilst a third of users said they wanted to see funny content on the social media app. Although the majority of users desired informative content, 35 percent said they liked to see trendy posts.

Product videos were the main content type that facilitated social commerce transactions in Japan, as revealed in a survey conducted in *********. Over ** percent of respondents stated that videos showcasing a product were the decisive content type for a purchase made via social networking services.

According to a survey conducted in France in 2022, ** percent of children stated that communicating with friends and family was the main reason for using social media, whilst ** percent reported that their main reason for using social media was to watch videos. Overall, almost ******* of children in France said that their main reason for using social media was to post and share pictures and videos.

During a survey carried out in 2024, 62 percent of responding marketers who were looking to decrease spend on cookie-based activations said they were planning to shirt spending towards social media. Nearly half were planning to invest in first-party data.

In 2008, the average human attention span was 12 seconds. Fast forward to 2025, and many studies suggest it's now hovering around 8 seconds, shorter than that of a goldfish. It’s no coincidence that during this same period, social media platforms surged to dominate how we consume content. Whether you're...

The number of Instagram users in the United Kingdom was forecast to continuously increase between 2024 and 2028 by in total 2.1 million users (+7.02 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 32 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

As of the third quarter of 2024, the most common type of social media account followed by internet users in Brazil were closer contacts like friends, family, and people they knew - about 62.8 percent of the Brazilian online users did so. Influencers and experts were the second most followed type of social media accounts in the country with approximately 41.8 percent of internet users in Brazil following such accounts, with a similar number of respondents who claimed to follow bands, singers, and musicians.

As of February 2025, nearly ** percent of the internet users in Morocco used WhatsApp each month. Facebook and Facebook Messenger ranked as the second and third most popular social media platforms in the country, with a share of **** percent and **** percent, respectively. Social media users keep increasing With the rising internet penetration rate and mobile internet adoption, the use of social media has increased in Morocco in recent years. In 2025, social media users in the country amounted to around **** million. This marked a steady growth over the previous years, rising from around ** million in 2017 to ** million in 2022, before experiencing a decline. As the most popular social media platform, Facebook accounted for about 25.89 million users in 2025, with the number being forecast to increase to more than ** million by 2028. In comparison, approximately *** million people actively used Instagram in 2025, and it is projected to reach **** million in 2026. Sending messages is the primary online activity Among the different types of social media, Moroccans regularly used instant messenger platforms, such as WhatsApp, and social networks like Facebook as of 2023. In contrast, consumer review networks and discussion forums were the least used platforms. In the same year, the most popular activities among Moroccan social media users were sending private messages, commenting on posts, liking other users’ posts, and following people. As of 2023, users in Morocco spent an average of * hours and * hours and ** minutes per day on social media. The average time was lower than in other African countries such as Nigeria (* hours and ** minutes) and South Africa (* hours and ** minutes).

A survey conducted between September and November 2022 revealed that roughly ***** percent of Facebook page posts in Indonesia contained links, while around ** percent were photo posts. As of the third quarter of 2022, Facebook was one of the social media platforms with the highest penetration rates in Indonesia.

According to a survey of internet users in the United States, as of November 2021, ******* was the preferred social media platform to watch short-form videos, with around ** percent of respondents reporting to use the popular video platform to watch this type of content. ******** followed, with more than *** in ** respondents indicating they watch short-form videos on the platform. TikTok, which introduced only in February 2022 the possibility for users to upload videos up to ** minutes long, was indicated by ** percent of respondents as their preferred platform to watch short-form video content.