What are the social networks with the most users ? Does the classification correspond to the most used social networks ? Does the same happen in Spain? As usual The Social Media Family , digital marketing agency in Madrid, has prepared for this 2020 a report on the use of social networks in Spain based on data obtained from Instagram , Facebook and Twitter relating to the population of the 50 municipalities more populated. Taking advantage of the situation, we wanted to review the macro figures of social networks Worldwide. If you want more information about social networks, we recommend that you read this post that analyzes in detail what social networks are , what are the advantages of social networks and which are the most used social networks .
MOST USED SOCIAL NETWORKS IN THE WORLD
To learn how to do social media marketing or to be a good social media manager, a first step is to know in depth which are the most used social media , and, if we are a Community Manager , which are the social media in Spain with the most users . We hope this post helps you clarify any questions you may have in this regard, as well as providing added value to your social media marketing strategies .
Now, to the trouble : according to the data provided by the platform itself, Facebook had 2,500 million monthly active users in December 2019, of which some 1,660 million interacted on the social network daily, representing 66% of active users . However, the growth of Facebook seems to be slowing down, since between 2015 and 2017 it registered an increase of 47% of users while between 2017 and 2019 it was only 25%.
Number of users of the main social networks in the world
For its part, Instagram , surely favored by the penetration of Facebook among Internet users (in countries like Spain exceeds 50% of the total census population), has exceeded the barrier of 1 billion monthly active users (to establish another milestone , in June 2016 they were 500 million, that is, 50% more).
And Twitter ? For 2019, this platform registered a total of 330 million monthly active users, 2% less than that registered for 2018 . These numbers further distance them from other networks such as Facebook and Instagram and show almost stagnant growth. In addition, it has an added problem: between 5 and 15% of the total of said accounts are false (what we know as bots ).
Returning to the social network Twitter, as a sign of this stagnation, we find that Katy Perry , the profile with the most followers , has gone from growing in digits of around 30% in recent years to see how her number of followers has increased. seen reduced by 1.38% between 2017 and 2018. A clear proof of the stagnation and reversal suffered by TwitterIt is the low interaction and engagement that the profiles of many celebrities and celebrities have with their followers. For example, for 2019, the most followed Twitter profile, that of former US President Barack Obama, registered only 1% interaction with his followers. For its part, the pop celebrity Katy Perry, posting the same content on Twitter and Instagram achieved an engagement rate of 0.009% and 3% respectively, which clearly shows a migration of users from one social network to the other.
The rest of the social networks have not been left behind and here we have some interesting figures about them.
YouTube is positioned as the second most visited platform with a total of 2,000 million users, representing an increase of 5% compared to 2018.
WhatsApp , the most popular instant messaging platform, has 1.6 billion registered users in 2019, of which 500 million (31%) use the application daily.
WeChat, the Chinese multipurpose application, registered a total of 1,151 million registered users in 2019, following its upward trend of around 5% per year.
TikTok was one of the protagonists of 2019. This Chinese social network focused on video content went from having 500 million users in 2018 to 800 million in 2019, which represents an increase of 60%.
QQ, unlike messaging platforms, registered a 9% decrease in the number of registered users, from 801 million in 2018 to 731 million in 2019.
Pinterest meanwhile continues to grow slowly. For 2019 there was an increase of 4% compared to 2018, going from having 322 million users to 335 million.
Finally, the Snapchat content messaging application registered a decrease in the number of registered users from 293 million to 218 million (about 25% decrease).
Regarding the rest of the social networks that appear in the previous image, we can see how YouTube is positioned as the second platform with the highest number of users (2,000 million), followed by WhatsApp (1,600 million) and QQ (801/731 million). In eighth, ninth, tenth and eleventh position are: WeChat (1,151 million), TikTok (500 million / 800 million), Pinterest (335 million / 322 million), and Snapchat (293 million / 218 million).
Although we could include many other platforms, we wanted to close this review of the most used social networks with LinkedIn , first among professional social networks by number of users (645 million users) and acquired by Microsoft in June 2016 for $ 26 billion. . From April 2016 to the end of 2019 it has grown almost 44% (from 449 million registered users in the first quarter of that year to the current figure).
LIST OF SOCIAL NETWORKS IN SPAIN
Now, how to decline this global data in our country? According to the report on the use of social networks in Spain prepared by The Social Media Family , the table would be as follows:
Evolution of the number of profiles in Spain between the years 2015 – 2019, own elaboration based on the platform metrics
Despite the fact that by the year 2018 Facebook had managed to recover from its decrease in the number of users in 2017, the year 2019 closes with negative figures. And it is that, in the last year, the first among the most popular social networks registered an 8% decrease in the number of users compared to 2018, returning to the figures it had in 2015. These data continue to be worrisome if we take into account the fluctuations in previous years (4% more between 2017 and 2018, -4.34% decrease between 2016 and 2017, 8.3% increase between 2015 and 2016 and 9.09% between 2014 and 2015). The reason for these changes remains unexplained, so each reader can have their own perspective.
On the other hand, the popularity of Instagram continues to rise. For 2019, there was a 12.95% increase in the number of users in the 50 most populous cities compared to 2018, while in the rest of the country it was only 6%. However, although it continues to rank among the best social networks, this increase is less than that registered in other years. Despite everything, there are still thousands of Spanish users who continue to ask themselves the following question: Instagram , what is it and what is it for? (the answer … in another post).
Twitter continues to show warning signs , since by the end of 2019 it registered a 10% decrease in the number of users, the first and largest in its history. Analyzing this trajectory we can see how it went from registering growth of 20.45% in 2015 to 0% in 2018and finally the fall of the last year. However, the number of active users, that is, who have published content in the last two months, had an increase of 16% although, paradoxically, this has not happened in the 50 most populous cities in Spain, where on the contrary they decreased by 3, 33%. The same has happened with verified accounts. Currently, Madrid is the city with the highest number of verified Twitter accounts in the country (1,446), well ahead of Barcelona (484). However, the verification percentage decreased by 6.6% compared to 2018.
Evolution of the number of active Twitter users in Spain between 2015 and 2019
Finally, and although it was not part of the object of our study on the most used social networks in Spain , we wanted to focus on LinkedIn , which currently has a not inconsiderable amount of 12 million users in Spain, which would triple Twitter
When considering proper management of social networks, it is important to know which social networks are most used by each public. In this sense, studies such as the one prepared by The Social Media Family (which in 2020 saw its fifth edition) have become an excellent guide to overcome this first point of our digital marketing plan . However, we should not focus on simply making a list of the most used social networks , but finding the most popular social networks among our target , becoming part of the social media plan .