The latest Social Media insights

Written by Juliette Maumelat

September 9, 2021

As we are moving into the second half of 2021, let’s have an insight of the latest key figures about social media.


How is the use of social networks evolving these days?

The Digital 2021 July Global Statshot Report published by We Are Social and Hootsuite, reveals some relevant data on the state of social media. Not so surprisingly, the increase in new social media subscribers goes hand in hand with the increase of internet users in itself. Indeed, there are around 4,80 billion internet users at a global level, which represent almost 61% of the world’s total population. Despite the easing of covid restrictions around the world, people still have an important interest in online activities and social platforms.

“Social media user numbers have jumped by more than 13 % since this time last year, with the latest data showing an increase of more than half a billion users in just 12 months.” Simon KEMP


Even though there is a slowdown in the number of new social network users compared to mid-2020, digital adoption rates remain relatively high: the number of social media users will soon achieve another impressive milestone.

“There are now 4.48 billion social media users around the world, which is equal to almost 57 % of the world’s total population.” Simon KEMP

In July 21, the top 5 of the world’s most-used social platforms were Facebook, Youtube, Whatsapp, Instagram and Facebook Messenger. Social media dominate the world’s online activities with more than 95% of global internet users aged 16 to 64 using social networks and messaging websites each month. These platforms are still a huge asset for brands and companies and remain the most attractive and fastest way to reach people attention as they spend around two hours and a half browsing. The average amount of time people spend online every day has slightly increased by an additional two minutes in July 2021.


New challenges?

 However, among the most popular platforms, some, such as Instagram, have been impacted by recent changes in the EU legislation. Thus, companies are experiencing some difficulties in their ability to target and track audiences across Europe. Indeed, Instagram advertising reach has known a quite important drop.

Advertisers can now target 25 Mio fewer users across Europe than they could as recently as April of this year.”

Simon KEMP

Marketers need to be cautious and adapt their strategies to these new “rules” even if the elevated growth in digital use and adoption around the world offers a nice variety of opportunities for them everywhere. Here at Territory Influence, we create unique strategies for you taking into account all emerging challenges. Interested?