Most marketers, of course, already know this: 91.5% of US marketers from companies with 100 employees or more will use social media for marketing purposes in 2022, per our latest forecast. But the reality for most companies, particularly smaller ones, is that social platforms remain one of the best ways to connect with their audiences. Lush is a major cosmetics retailer with more than 900 stores worldwide and a globally recognized brand. Quitting social media is a luxury most brands can’t afford. Lush isn’t the first company to walk away from social media, but most pullbacks so far have been temporary. (It’s keeping its Twitter, Pinterest, LinkedIn, and YouTube accounts, however). In November 2021, cosmetics company Lush indefinitely deactivated its Facebook, Instagram, Snapchat, and TikTok accounts, citing the negative effect those platforms have on users’ health as the reason. Here are the top takeaways for US marketers: Don’t quit social mediaĭespite its problems, marketers should not abandon social networks. It’s imperative that US marketers keep the changing usage patterns in mind when planning their 2022 social media strategies. But it does mean there will be fewer first-time users, leading to greater competition among the platforms for the attention of existing ones. Slowing Twitter user growth may not sound like music to many marketers’ ears, yet it’s also natural in a mature social media market. What does this Twitter forecast mean for marketers in the US? In 2022, every age group will lose users, except the 0- to 11-year-old cohort, who are too young to use Twitter anyway. The strong user decreases in the older part of that age group will have a ripple effect on the platform, as there won’t be enough new users from other age groups to make up for the losses. Nearly 60% of Twitter users are ages 18 to 44. The steepest user declines between 20 will come from adults ages 35 to 44. Twitter’s user growth fell back to a more pre-pandemic rate last year and will turn negative this year. Twitter will lose 1.1 million US monthly users between 20. Some have dropped off the platform, while others aren’t joining fast enough to maintain previous growth rates. Its penetration among worldwide internet users will begin declining this year. How many users does Twitter have?Īfter larger-than-expected growth in 2020, Twitter will only add 6.7 million worldwide users to reach 345.3 million in 2022. We’ve rounded up key trends and highlights about Twitter users in 2022. But many people who joined the platform during the height of the pandemic will start to leave in 2022 as the news cycle dies down. The events of the past two years helped Twitter reach two important milestones: In 2020, it registered its highest growth rate in five years, and in 2021, Twitter hit its peak in monthly users. Twitter’s dependency on the news cycle and events is mainly to blame for the losses. But those new features will do little to attract new users and are more likely to increase engagement among existing ones. In recent months, Twitter has rolled out more new products than probably ever in the platform’s history, including subscriptions and Clubhouse-rival Spaces. Twitter’s user base will decline in 2022, despite efforts to attract new users. Do you work in the Advertising, Media, and Marketing industry? Get business insights on the latest tech innovations, market trends, and your competitors with data-driven research. Many people who joined the platform during the height of the pandemic will start to leave in 2022 as the news cycle dies down.Twitter hit its peak usage in 2021 and will start shedding substantial numbers of users.
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