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SENSOR TOWER · ABRAHAM YOUSEF · APRIL 2023
Sensor Tower Social Media Scoop
User engagement increased on Facebook and Instagram, with users logging nearly 1.30 billion and 935 million hours per day, respectively, in 1Q23. TikTok users logged 1.14 billion hours, while Snapchat and Twitter logged 116 million and 99 million hours, respectively. User growth on social media apps has decelerated from pandemic-fueled highs in 2020 and 2021, with Snapchat being the only app to post double-digit YoY growth in users. TikTok continues to grow its presence with US advertisers, while Twitter experienced significant headwinds that affected user growth, engagement, and monetization.
Key Takeaways:
Engagement per user increased on several of the top social media apps: Facebook and Instagram both saw gains in user time spent as 1Q23 mobile users logged nearly 1.30bn and 935mn hours/day on Facebook (+12% YoY, +2% QoQ) and Instagram (+16% YoY, +9% QoQ), respectively. TikTok users logged 1.14bn hours (+2% YoY, flat QoQ), vs 116mn on Snapchat (+2% YoY, flat QoQ), and 99mn on Twitter (-6% YoY,-5% QoQ)
User growth on social media apps has continued to decelerate from pandemic-fueled highs in 2020 and 2021: Per ST data, Snapchat was the sole social media app to post double-digit YoY growth in users as DAUs accelerated 13% YoY in 1Q23 (vs 15% in 1Q22) compared to +5% on Instagram (vs +18% in 1Q22), +4% on TikTok (vs +43% in 1Q22), and +1% on Facebook (vs +4% in 1Q22). Twitter was the only social media app to see user growth trend completely down vs 1Q22 as DAUs fell 3% YoY in 1Q23 (vs +11% in 1Q22)
TikTok continues to grow its presence with US advertisers: per Pathmatics advertising data, 9/10 top categories of US advertisers on TikTok spent more on the platform in 1Q23 vs 1Q22, increasing ad spend by a collective average of 46% YoY
Twitter continued to experience significant headwinds that afflicted user growth, engagement, and monetization during the quarter: Twitter DAUs, user hours engaged per day, and US advertiser spend across six out of the top ten categories from 1Q22 all fell YoY
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