Social Media Statistics Unveiled: Which Platform is Dominating the Digital Market?

Over the past few years, applications for sharing photos or short videos like Instagram have long been the rulers of the social media market. However, the arrival of TikTok during everyone’s lockdown period, starting two years ago and continuing until now, has shown that TikTok has risen to become the number one application in the world with the most downloads and the sixth most users. Therefore, in this article, we present statistics from Benchmark by Socialinsider, which conducted surveys of engagement values for each platform, referencing data from a total of 27 million posts of Instagram, Facebook, Twitter, and TikTok, counting from January 2020 to December 2021. Let’s see how the trend changes in social media in 2022 will affect various businesses.

Criteria for Analyzing Each Platform

For this analysis, 27 million posts across all platforms – Instagram, Facebook, and TikTok – will be considered, divided as follows:

The Golden Age of TikTok

The surge in popularity in 2020 made the platform focused on sharing short videos, TikTok, a strong contender in the social media market. With various features that facilitate creativity, and the highlight of the main content being short videos of about 15 seconds, making it easy for viewers to digest and share continuously. It’s therefore not surprising that it has become a key player in the digital market, and also a significant factor causing competitors like Facebook and Instagram to experience declining engagement values. To understand the potential of TikTok, Twitter, Instagram, and Facebook applications, it is necessary to look at the comparison of average engagement values per post of each platform. Of course, in communicating with viewers, whoever can communicate more concisely will have an advantage. From the data collected, TikTok is the social media platform that receives the highest average engagement value, reaching 5.96% across all business groups, and in 2021, the average engagement value increased to 14.26%.

Tourism Still Trusts Instagram

However, it must be said that Instagram still hasn’t lost its popularity for the tourism sector, whether for general people or bloggers who want to promote content. Because since its launch until now, the Instagram application remains one of the best and most suitable spaces for promoting tourism campaigns. This can be seen from the high average engagement rate of 1.41% in the tourism business group.

Twitter, the Smallest Sibling

For the jewelry business group, Twitter has the best average engagement rate, with an average of 0.18%, the same as on the Facebook platform.

FMCG Food Market Still Growing Continuously on TikTok and Facebook

The data shows that it remains a good year for the FMCG (Fast-Moving Consumer Goods) Food business group, especially on popular platforms focused on sharing short videos, like TikTok, which has become a new advertising campaign space for brands in this group. Because it provides opportunities for brands to present various creative ideas in promoting advertising campaigns easily, concisely, and directly appealing to consumers.

In the case of the Facebook platform, if you observe the graph, you will find that the average engagement value is similar to the TikTok platform, which is the FMCG Food business group, with the highest average engagement compared to other business groups.

Content Diversity

This comparative study of content diversity across each platform found that:

More than 70% of content in various business sectors on the Instagram platform is primarily in the form of images. In addition, posting content in the Carousel Content format (adding multiple images), which is already a feature, helps create opportunities for viewers to press the heart button more. Similarly, if posted as a video, it creates opportunities for conversation between viewers. The same goes for Facebook, the most popular content for brands in various business groups still prefers to post content in the form of images.

Speaking of content diversity on Instagram and Facebook, most brands still focus on posting images. Even though currently, the trend of sharing videos is a good option for increasing engagement, sometimes the content may not match the preferences of users, resulting in declining engagement values for both platforms.

Furthermore, Twitter has become one of the marketing channels with the most diverse content from all business groups. The reason may be that Twitter is one of the fastest-growing platforms among young people and can forward news in real time. Whatever trend is trending at the moment, just open Twitter and you’ll know immediately.

As you know, nowadays, the trend of buying goods through various platforms is growing rapidly. Therefore, understanding various social media platforms is important for both novice and experienced marketers because these platforms are spaces for communication between buyers and sellers. Knowing which platform is trending in which business group will help plan online marketing to be more responsive. However, if you are still hesitant about doing online marketing or unsure which platform to start with, consult us at Relevant Audience.

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