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Social Networks Audience Activity Report 2022

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Social Networks Audience Activity Report 2022

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The research of users' activity for various types of content in Social Networks for 2021.
The statistics of most active days of week or time for publishing, the most involvement types of content, an average Engagement Rate (ER) by social networks, etc.

The research of users' activity for various types of content in Social Networks for 2021.
The statistics of most active days of week or time for publishing, the most involvement types of content, an average Engagement Rate (ER) by social networks, etc.

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Social Networks Audience Activity Report 2022

  1. 1. The research of users activity for various types of content in Social Networks for 2021 Social Networks Audience Activity Report 2022
  2. 2. Relative Activity by Days of Week 4-15 Methodology I Methodology II Facebook Instagram Twitter YouTube TikTok VK Ok Telegram Average 5 6 7 8 9 10 11 12 13 14 15 Relative Activity by Hours of Day 16-27 Methodology I Methodology II Facebook Instagram Twitter YouTube TikTok VK Ok Telegram Average 17 18 19 20 21 22 23 24 25 26 27 Relative Activity by Text Length in Posts 28-39 Methodology I Methodology II Methodology III Facebook Instagram Twitter YouTube VK Ok Telegram Average 29 30 31 32 33 34 35 36 37 38 39 Relative Activity by Text Length in Posts by Days of Week 40-48 Facebook Instagram Twitter YouTube VK Ok Telegram Average 41 42 43 44 45 46 47 48 Relative Activity by Text Length in Posts by Hours of Day 49-57 Facebook Instagram Twitter YouTube VK Ok Telegram Average 50 51 52 53 54 55 56 57 Relative Activity by Attachments in Posts 58-68 Methodology I Methodology II Methodology III Facebook Instagram Twitter VK Ok Telegram Average 59 60 61 62 63 64 65 66 67 68 Avg. Engagement Rate of Pages by Count of Followers 69-79 Methodology II Methodology III Facebook Instagram Methodology I Twitter YouTube TikTok VK Ok 70 71 72 73 74 75 76 77 78 79 Table of contents
  3. 3. Data source million 8 social networks 1 182 thousands The research is based on by pages were analyzed by Popsters users social media posts in for 2021: 302 Instagram, Facebook, OK, VK, Twitter, Telegram, YouTube and TikTok. Social Media Users Activity Global Report by Popsters.com 2021 3
  4. 4. Relative Activity by Days of Week
  5. 5. Methodology I Relative Activity by Days of Week Average activity of published posts at specific day of week Total of activity (reactions, shares,comments) at specific day of week Count of posts such type Percent of activity on average published posts at specific day of week Average activity of published posts at specific day of week Total of average activities of posts by alldays of week x100% Social Media Users Activity Global Report by Popsters.com 2021 5
  6. 6. Methodology II Relative Activity by Days of Week Aggregation of data by different pages Total data by all analyzes at specific time Count of nonzero values Equalization of percent values accounting nonzero values Average value for each day of week Total of all average values Social Media Users Activity Global Report by Popsters.com 2021 6
  7. 7. Social Media Users Activity Global Report by Popsters.com 2021 7 11.4 Sun 0% 5% 10% 15% 20% 15.3 Mon Tue Wed Thu 15.0 Fri 12.1 Sat RELATIVE ACTIVITY BY DAYS OF WEEK Facebook Tuesday activity is 37.3% more than on Sunday Tuesday Sunday 15.1 15.7 15.4
  8. 8. 11.3 Sun 0% 5% 10% 15% 20% 15.5 Mon 15.2 Tue 15.3 Wed 15.2 Thu Fri 12.2 Sat RELATIVE ACTIVITY BY DAYS OF WEEK Instagram Monday Sunday Social Media Users Activity Global Report by Popsters.com 2021 8 Monday activity is 37% more than on Sunday 15.4
  9. 9. 12.4 Sun 0% 5% 10% 15% 20% Mon Tue Wed 14.9 Thu 15.5 Fri 12.6 Sat RELATIVE ACTIVITY BY DAYS OF WEEK Twitter Friday Sunday Social Media Users Activity Global Report by Popsters.com 2021 9 15.0 14.9 14.7 Friday activity is 24.5% more than on Sunday
  10. 10. 11.2 Sun 0% 5% 10% 15% 20% 14.6 Mon Tue 15.6 Wed Thu 16.0 Fri 11.4 Sat 15.2 15.9 RELATIVE ACTIVITY BY DAYS OF WEEK YouTube Tuesday Sunday Social Media Users Activity Global Report by Popsters.com 2021 10 Tuesday and Thursday activity is 42.8% more than on Sunday
  11. 11. 12.8 Sun 0% 5% 10% 15% 20% 15.2 Mon 14.7 Tue 15.0 Wed 15.0 Thu 14.5 Fri 12.8 Sat RELATIVE ACTIVITY BY DAYS OF WEEK TikTok Monday Saturday, Sunday Social Media Users Activity Global Report by Popsters.com 2021 11 Monday activity is 18.6% more than on Saturday and Sunday
  12. 12. 12.5 Sun 0% 5% 10% 15% 20% 15.1 Mon 14.9 Tue 15.1 Wed 14.8 Thu 14.8 Fri 12.8 Sat RELATIVE ACTIVITY BY DAYS OF WEEK VK Monday, Wednesday Sunday Social Media Users Activity Global Report by Popsters.com 2021 12 Monday and Wednesday activity is 20.7% more than on Sunday
  13. 13. 11.4 Sun 0% 5% 10% 15% 20% 15.8 Mon Tue 15.2 Wed 15.2 Thu 15.2 Fri 12.1 Sat RELATIVE ACTIVITY BY DAYS OF WEEK Ok Monday Sunday Social Media Users Activity Global Report by Popsters.com 2021 13 Monday activity is 39% more than on Sunday 15.2
  14. 14. 11.5 Sun 0% 5% 10% 15% 20% 15.1 Mon Tue 15.3 Wed 15.4 Thu 14.9 Fri 12.4 Sat RELATIVE ACTIVITY BY DAYS OF WEEK Telegram Tuesday, Thursday Sunday Social Media Users Activity Global Report by Popsters.com 2021 14 Tuesday and Thursday activity is 33.9% more than on Sunday 15.4
  15. 15. 11.8 Sun 0% 5% 10% 15% 20% 15.2 Mon 15.2 Tue 15.2 Wed 15.3 Thu Fri Sat 12.3 RELATIVE ACTIVITY BY DAYS OF WEEK Average Social Media Users Activity Global Report by Popsters.com 2021 15 15.1
  16. 16. Relative Activity by Hours of Days
  17. 17. Methodology I Relative Activity by Hours of Day Average activity of published posts at specific hour of day Total of activity (reactions, shares, comments) at specific hour of day Count of posts such type Percent of activity on average published posts at hour of day Average activity of published posts at specific hour of day Total of average activities of posts by all hours of day x100% Social Media Users Activity Global Report by Popsters.com 2021 17
  18. 18. Methodology II Relative Activity by Hours of Day Aggregation of data by different pages Total data by all analyzes at specific time Count of nonzero values Equalization of percent values accounting nonzero values Average value for each hour of day Total of all average values Social Media Users Activity Global Report by Popsters.com 2021 18
  19. 19. 2.1 0:00 1.4 1:00 1.0 2:00 0.9 3:00 1.0 4:00 1.1 5:00 1.9 6:00 2.9 7:00 4.8 8:00 5.8 9:00 6.7 10:00 8.3 11:00 7.2 12:00 6.2 13:00 6.3 14:00 6.2 15:00 6.4 16:00 6.4 17:00 5.7 18:00 5.0 19:00 4.5 20:00 3.7 21:00 2.7 22:00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 1.9 23:00 0% 2% 4% 9% 6% 5% 3% 1% RELATIVE ACTIVITY BY HOURS OF DAY Facebook 11:00 3:00 Social Media Users Activity Global Report by Popsters.com 2021 19 8% 7% Activity at 11:00 is 825% more than at 3:00
  20. 20. 1.1 0:00 0.9 1:00 0.8 2:00 1.0 3:00 1.4 4:00 2.0 5:00 2.7 6:00 3.6 7:00 4.8 8:00 5.8 9:00 6.5 10:00 6.9 11:00 7.1 12:00 7.0 13:00 7.1 14:00 7.1 15:00 6.8 16:00 6.5 17:00 5.8 18:00 4.8 19:00 3.9 20:00 3.0 21:00 2.1 22:00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 1.5 23:00 0% 2% 4% 8% 6% 5% 3% 1% 7% RELATIVE ACTIVITY BY HOURS OF DAY Instagram 12:00, 14:00, 15:00 2:00 Social Media Users Activity Global Report by Popsters.com 2021 20 Activity at 12:00 14:00 and 15:00 are 780% more than at 2:00
  21. 21. 3.4 0:00 2.8 1:00 2.3 2:00 2.0 3:00 1.9 4:00 1.8 5:00 2.2 6:00 2.7 7:00 3.5 8:00 4.5 9:00 5.3 10:00 5.5 11:00 6.1 12:00 5.3 13:00 5.5 14:00 5.7 15:00 6.0 16:00 5.7 17:00 5.5 18:00 4.9 19:00 4.6 20:00 4.3 21:00 4.4 22:00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 3.8 23:00 0% 2% 4% 7% 6% 5% 3% 1% RELATIVE ACTIVITY BY HOURS OF DAY Twitter 12:00 5:00 Social Media Users Activity Global Report by Popsters.com 2021 21 Activity at 12:00 is 241% more than at 5:00
  22. 22. 3.4 0:00 2.8 1:00 2.1 2:00 1.8 3:00 1.5 4:00 1.5 5:00 1.6 6:00 1.9 7:00 2.7 8:00 3.7 9:00 4.6 10:00 5.3 11:00 5.7 12:00 6.2 13:00 6.3 14:00 6.5 15:00 6.7 16:00 6.4 17:00 6.3 18:00 5.6 19:00 5.2 20:00 4.5 21:00 4.1 22:00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 3.8 23:00 0% 2% 4% 7% 6% 5% 3% 1% RELATIVE ACTIVITY BY HOURS OF DAY YouTube 16:00 3:00 Social Media Users Activity Global Report by Popsters.com 2021 22 Activity at 16:00 is 345% more than at 3:00
  23. 23. 2.8 0:00 2.3 1:00 1.6 2:00 1.2 3:00 0.8 4:00 0.7 5:00 0.8 6:00 1.0 7:00 1.4 8:00 2.3 9:00 3.5 10:00 5.4 11:00 6.2 12:00 6.5 13:00 7.4 14:00 7.4 15:00 7.6 16:00 7.4 17:00 7.5 18:00 6.8 19:00 6.0 20:00 5.4 21:00 4.3 22:00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 3.7 23:00 0% 2% 4% 8% 7% 6% 5% 3% 1% RELATIVE ACTIVITY BY HOURS OF DAY TikTok 16:00 5:00 Social Media Users Activity Global Report by Popsters.com 2021 23 Activity at 16:00 is 922% more than at 5:00
  24. 24. 1.9 0:00 1.2 1:00 0.9 2:00 0.9 3:00 0.9 4:00 1.3 5:00 2.1 6:00 3.2 7:00 4.4 8:00 5.3 9:00 6.3 10:00 6.5 11:00 6.9 12:00 6.4 13:00 6.5 14:00 6.3 15:00 6.4 16:00 6.1 17:00 6.1 18:00 5.4 19:00 4.9 20:00 4.1 21:00 3.5 22:00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 2.6 23:00 0% 2% 4% 7% 6% 5% 3% 1% RELATIVE ACTIVITY BY HOURS OF DAY VK 12:00 2:00-4:00 Social Media Users Activity Global Report by Popsters.com 2021 24 Activity at 12:00 is 667% more than at 2:00-4:00
  25. 25. 1.3 0:00 0.7 1:00 0.7 2:00 0.7 3:00 0.7 4:00 0.9 5:00 1.3 6:00 1.9 7:00 3.8 8:00 4.9 9:00 6.9 10:00 6.5 11:00 7.9 12:00 6.5 13:00 7.2 14:00 7.2 15:00 7.6 16:00 7.2 17:00 7.4 18:00 5.5 19:00 4.9 20:00 3.3 21:00 3.0 22:00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 1.9 23:00 0% 2% 4% 8% 7% 6% 5% 3% 1% RELATIVE ACTIVITY BY HOURS OF DAY Ok 12:00 1:00 - 4:00 Social Media Users Activity Global Report by Popsters.com 2021 25 Activity at 12:00 is 1081% more than at 1:00-4:00
  26. 26. 2.2 0:00 1.5 1:00 1.1 2:00 0.9 3:00 0.8 4:00 0.8 5:00 1.1 6:00 1.9 7:00 3.5 8:00 4.7 9:00 5.6 10:00 6.5 11:00 6.7 12:00 6.9 13:00 6.8 14:00 6.7 15:00 6.8 16:00 6.6 17:00 6.6 18:00 5.9 19:00 5.3 20:00 4.5 21:00 3.7 22:00 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 2.9 23:00 0% 2% 4% 7% 6% 5% 3% 1% RELATIVE ACTIVITY BY HOURS OF DAY Telegram 13:00 4:00-5:00 Social Media Users Activity Global Report by Popsters.com 2021 26 Activity at 13:00 is 778% more than at 4:00-5:00
  27. 27. 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 2.3 1.7 1.3 1.2 1.1 1.3 1.7 2.4 3.6 4.6 5.7 6.4 6.7 6.4 6.6 6.6 6.8 6.6 6.4 5.5 4.9 4.1 3.5 2.8 RELATIVE ACTIVITY BY HOURS OF DAY Average Social Media Users Activity Global Report by Popsters.com 2021 27 0% 2% 4% 7% 6% 5% 3% 1%
  28. 28. Relative Activity by Text Length in Posts
  29. 29. Methodology I Relative Activity by Text Length in Posts Popsters automatically categorizes all posts on 3 types: Social Media Users Activity Global Report by Popsters.com 2021 29 Long length From 1000 symbols Medium length 160...1000 symbols Short length up to 160 symbols
  30. 30. Methodology II Relative Activity by Text Length in Posts Average activity of posts with text specific length Total activities of posts with text specific length Count of posts such type Relative average activity of posts such type Average activity of posts with text specific length Total of all average values by all types x100% Social Media Users Activity Global Report by Popsters.com 2021 30
  31. 31. Methodology III Relative Activity by Text Length in Posts Aggregation of data by different pages Total data by all analyzes of activity by text length Count of nonzero values Equalization of percent values accounting nonzero values Average value of each type Total of all average values Social Media Users Activity Global Report by Popsters.com 2021 31
  32. 32. 13.0 Long 0% 30% 20% 40% 60% 50% 10% 33.8 Medium 53.3 Short RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Facebook Short Long Social Media Users Activity Global Report by Popsters.com 2021 32 LONG MEDIUM SHORT Short is 311.1% more than Long
  33. 33. 27.00 Long 0% 20% 10% 30% 40% 50% 48.00 Medium 25.00 Short RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Instagram Medium Short Social Media Users Activity Global Report by Popsters.com 2021 33 LONG MEDIUM SHORT Medium is 92.2% more than Short
  34. 34. 0% 20% 10% 30% 40% 70% 60% 50% 36.4 Medium 63.1 Short RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Twitter Short Medium 2021 34 LONG MEDIUM SHORT Short is 73.7% more than Medium Social Media Users Activity Global Report by Popsters.com
  35. 35. 38.5 Long 0% 20% 10% 30% 40% 50% 46.0 Medium 15.5 Short RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS YouTube Medium Short 2021 35 LONG MEDIUM SHORT Medium is 197.7% more than Short Social Media Users Activity Global Report by Popsters.com
  36. 36. 19.7 Long 0% 20% 10% 30% 40% 50% 32.2 Medium 48.1 Short RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS VK Short Long Social Media Users Activity Global Report by Popsters.com 2021 36 LONG MEDIUM SHORT Short is 143.7% more than Long
  37. 37. 20.8 Long 0% 20% 10% 30% 40% 50% 40.8 Medium 38.4 Short RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Ok Medium Long Social Media Users Activity Global Report by Popsters.com 2021 37 LONG MEDIUM SHORT Medium is 96.4% more than Long
  38. 38. 23.7 Long 0% 20% 10% 30% 40% 50% 41.8 Medium 34.5 Short RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Telegram Medium Long Social Media Users Activity Global Report by Popsters.com 2021 38 LONG MEDIUM SHORT Medium is 58% more than Long
  39. 39. 23.8 Long 0% 20% 10% 30% 40% 50% 40.5 Medium 35.8 Short RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Average Social Media Users Activity Global Report by Popsters.com 2021 39 LONG MEDIUM SHORT
  40. 40. Relative Activity by Text Length in Posts by Days of Week
  41. 41. 0.84 3.67 6.50 1.74 6.03 7.63 1.80 5.90 7.60 1.81 6.01 7.71 1.80 6.11 7.96 1.84 5.92 7.40 0.99 3.99 6.74 0% 1% 2% 3% 4% 5% 6% 7% 8% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Facebook Sun Mon Tue Wed Thu Fri Sat Social Media Users Activity Global Report by Popsters.com 2021 41 LONG MEDIUM SHORT
  42. 42. 2.39 5.73 2.73 3.95 8.37 3.37 3.93 8.12 3.23 3.97 8.21 3.26 3.89 8.22 3.28 3.93 8.31 3.39 2.66 6.15 2.93 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Instagram Sun Mon Tue Wed Thu Fri Sat Social Media Users Activity Global Report by Popsters.com 2021 42 LONG MEDIUM SHORT
  43. 43. 3.98 7.95 5.48 9.59 5.73 9.39 5.58 9.29 5.68 9.55 5.73 9.93 4.17 7.94 0% 1% 2% 3% 4% 5% 6% 8% 9% 7% 10% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Twitter Sun Mon Tue Wed Thu Fri Sat Social Media Users Activity Global Report by Popsters.com 2021 43 LONG MEDIUM SHORT
  44. 44. 4.07 5.31 1.59 5.29 7.20 2.17 6.43 7.47 2.17 5.85 7.63 2.26 6.10 7.84 2.22 5.55 7.46 2.27 4.17 5.44 1.51 0% 1% 2% 3% 4% 5% 6% 7% 8% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK YouTube Sun Mon Tue Wed Thu Fri Sat Social Media Users Activity Global Report by Popsters.com 2021 44 LONG MEDIUM SHORT
  45. 45. 1.72 3.94 6.46 2.62 5.55 7.05 2.66 5.47 6.91 2.64 5.51 7.12 2.66 5.42 6.91 2.67 5.41 6.89 1.89 4.07 6.45 0% 1% 2% 3% 4% 5% 6% 7% 8% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK VK Sun Mon Tue Wed Thu Fri Sat Social Media Users Activity Global Report by Popsters.com 2021 45 LONG MEDIUM SHORT
  46. 46. 1.46 4.58 5.72 2.09 7.20 6.48 2.27 7.07 6.23 2.05 6.54 6.48 2.29 6.34 6.27 2.19 6.43 6.49 1.56 4.79 5.47 0% 1% 2% 3% 4% 5% 6% 7% 8% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Ok Sun Mon Tue Wed Thu Fri Sat Social Media Users Activity Global Report by Popsters.com 2021 46 LONG MEDIUM SHORT
  47. 47. 1.77 4.85 4.03 3.01 7.01 5.28 3.07 7.33 5.22 3.26 7.27 5.26 3.08 7.38 5.28 3.01 7.13 5.05 2.10 5.32 4.29 0% 1% 2% 3% 4% 5% 6% 7% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Telegram Sun Mon Tue Wed Thu Fri Sat Social Media Users Activity Global Report by Popsters.com 2021 47 LONG MEDIUM 8% SHORT
  48. 48. 1.73 4.58 4.87 2.74 6.72 5.85 2.93 6.72 5.76 2.90 6.74 5.80 2.87 6.82 5.85 2.84 6.71 5.79 1.95 4.85 4.98 0% 1% 2% 3% 4% 5% 6% 7% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Average Sun Mon Tue Wed Thu Fri Sat Social Media Users Activity Global Report by Popsters.com 2021 48 LONG MEDIUM SHORT
  49. 49. Relative Activity by Text Length in Posts by Hours of Day
  50. 50. 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0% 1% 2% 5% 3% 4% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Facebook 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 1.26 0.66 0.08 0.88 0.37 0.04 0.61 0.28 0.03 0.58 0.24 0.03 0.56 0.35 0.03 0.71 0.31 0.03 1.24 0.52 0.05 2.02 0.75 0.10 3.21 1.24 0.27 3.32 2.00 0.48 3.51 2.64 0.73 4.80 2.88 0.79 3.57 2.98 0.86 2.96 2.53 0.71 3.10 2.54 0.71 2.87 2.60 0.77 3.02 2.68 0.78 3.04 2.63 0.83 2.60 2.45 0.75 2.60 1.89 0.55 2.45 1.57 0.42 2.21 1.10 0.27 1.57 0.83 0.18 1.08 0.56 0.12 Social Media Users Activity Global Report by Popsters.com 2021 50 LONG MEDIUM SHORT
  51. 51. 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Instagram 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0.54 0.34 0.19 0.25 0.40 0.14 0.25 0.37 0.14 0.29 0.42 0.17 0.38 0.64 0.27 0.48 0.97 0.46 0.60 1.40 0.66 0.80 1.95 0.87 1.01 2.59 1.17 1.22 3.27 1.39 1.34 3.68 1.59 1.40 3.91 1.66 1.44 4.05 1.75 1.38 3.96 1.72 1.43 3.95 1.75 1.46 3.95 1.81 1.41 3.79 1.66 1.34 3.59 1.63 1.24 3.16 1.43 1.05 2.54 1.17 0.91 2.01 0.87 0.75 1.51 0.65 0.57 1.03 0.43 0.43 0.71 0.28 0% 1% 2% 4% 5% 3% Social Media Users Activity Global Report by Popsters.com 2021 51 LONG MEDIUM SHORT
  52. 52. RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Twitter 2.46 0.84 1.96 0.76 1.61 0.56 1.43 0.48 1.29 0.50 1.25 0.46 1.49 0.60 1.89 0.66 2.32 1.04 2.98 1.46 3.27 2.09 3.48 2.20 3.76 2.56 3.27 2.12 3.39 2.26 3.57 2.34 3.60 2.57 3.48 2.34 3.41 2.21 3.20 1.81 3.06 1.61 2.87 1.51 2.99 1.28 2.68 1.04 Social Media Users Activity Global Report by Popsters.com 2021 52 MEDIUM SHORT 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0% 1% 2% 4% 3% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
  53. 53. 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY YouTube 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0.45 1.66 1.24 0.33 1.31 1.06 0.26 1.00 0.77 0.21 0.84 0.71 0.16 0.71 0.56 0.20 0.65 0.58 0.20 0.69 0.62 0.21 0.91 0.68 0.34 1.32 0.91 0.49 1.84 1.37 0.65 2.28 1.63 0.82 2.62 1.87 0.80 2.86 2.17 0.84 2.98 2.41 0.89 3.16 2.26 0.89 3.32 2.39 0.92 3.33 2.52 0.90 3.31 2.34 0.86 3.25 2.28 0.79 2.86 2.11 0.70 2.60 1.88 0.72 2.14 1.62 0.61 1.93 1.50 0.51 1.82 1.39 0% 1% 2% 4% 3% Social Media Users Activity Global Report by Popsters.com 2021 53 LONG MEDIUM SHORT
  54. 54. 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0% 1% 2% 4% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY VK 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 1.04 0.55 0.19 0.63 0.31 0.11 0.52 0.21 0.08 0.60 0.18 0.08 0.59 0.17 0.07 0.80 0.26 0.13 1.41 0.42 0.18 2.07 0.69 0.30 2.57 1.19 0.49 2.81 1.70 0.72 3.10 2.33 0.95 2.97 2.61 1.07 3.16 2.83 1.17 2.87 2.55 1.07 2.91 2.60 1.07 2.68 2.61 1.14 2.75 2.65 1.13 2.51 2.64 1.11 2.70 2.54 1.06 2.45 2.13 0.88 2.42 1.74 0.71 2.14 1.36 0.56 1.89 1.02 0.42 1.41 0.73 0.29 3% Social Media Users Activity Global Report by Popsters.com 2021 54 LONG MEDIUM SHORT
  55. 55. 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0% 1% 2% 4% 3% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0.74 0.30 0.09 0.42 0.17 0.05 0.41 0.17 0.05 0.41 0.16 0.05 0.41 0.18 0.05 0.58 0.24 0.07 0.86 0.32 0.11 1.10 0.55 0.14 2.01 1.35 0.32 1.93 2.19 0.72 2.62 3.26 1.00 1.98 3.58 1.18 2.79 4.02 1.27 2.06 3.43 1.10 2.60 3.61 1.20 2.22 3.73 1.36 2.74 3.73 1.36 2.22 3.84 1.33 2.71 3.56 1.34 1.93 2.71 0.84 2.22 1.98 0.60 1.47 1.27 0.47 1.76 0.79 0.23 1.01 0.61 0.13 Ok Social Media Users Activity Global Report by Popsters.com 2021 55 LONG MEDIUM SHORT
  56. 56. 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0% 1% 2% 4% 3% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Telegram 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0.86 0.81 0.29 0.56 0.55 0.19 0.41 0.46 0.11 0.30 0.35 0.10 0.26 0.33 0.09 0.29 0.30 0.08 0.41 0.43 0.12 0.65 0.77 0.24 1.24 1.51 0.49 1.57 2.16 0.78 1.88 2.85 0.95 2.36 3.31 1.10 2.22 3.56 1.09 2.37 3.49 1.27 2.38 3.54 1.22 2.36 3.41 1.20 2.35 3.39 1.26 2.26 3.47 1.19 2.33 3.30 1.22 2.06 2.97 1.02 1.89 2.52 0.86 1.63 2.05 0.73 1.45 1.52 0.59 1.13 1.14 0.37 Social Media Users Activity Global Report by Popsters.com 2021 56 LONG MEDIUM SHORT
  57. 57. 0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0% 1% 2% 3% RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Average 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0.78 0.75 0.35 0.51 0.52 0.27 0.41 0.41 0.20 0.40 0.36 0.19 0.39 0.40 0.18 0.51 0.45 0.23 0.79 0.63 0.29 1.14 0.94 0.39 1.73 1.53 0.61 1.89 2.19 0.91 2.18 2.84 1.14 2.39 3.15 1.28 2.33 3.38 1.38 2.08 3.16 1.38 2.22 3.23 1.37 2.08 3.27 1.44 2.20 3.26 1.45 2.04 3.25 1.41 2.07 3.04 1.35 1.81 2.52 1.10 2.07 0.89 1.77 1.49 1.57 0.72 1.31 1.19 0.56 0.93 0.93 0.43 Social Media Users Activity Global Report by Popsters.com 2021 57 LONG MEDIUM SHORT
  58. 58. Relative Activity by Attachments in Posts
  59. 59. Methodology I Relative Activity by Attachments in Posts Popsters automatically categorizes all posts on 4 types by attachments: Social Media Users Activity Global Report by Popsters.com 2021 59 Text Video Image Link
  60. 60. Methodology II Relative Activity by Attachments in Posts Average activity of posts with specific attachments Total activities of posts with specific attachments Count of posts such type Relative average activity of posts such type Average activity of posts with specific attachments Total of all average values by all types x100% Social Media Users Activity Global Report by Popsters.com 2021 60
  61. 61. Methodology III Relative Activity by Attachments in Posts Aggregation of data by different pages Total data by all analyzes of activity by Attachments in Posts Count of nonzero values Equalization of percent values accounting nonzero values Average value of each type Total of all average values Social Media Users Activity Global Report by Popsters.com 2021 61
  62. 62. Image 31.6 Text 0% 20% 10% 30% 40% 10.2 Video 26.4 31.8 Link RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Facebook Text Video Social Media Users Activity Global Report by Popsters.com 2021 62 Text is 210.9% more than Video
  63. 63. Image 33.5 Text 0% 20% 10% 30% 40% 15.7 Video 17.2 33.6 Link RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Instagram Image Video Social Media Users Activity Global Report by Popsters.com 2021 63 Image is 113.6% more than Video
  64. 64. Image 37.4 Text 0% 20% 10% 30% 40% 3.8 Video 28.5 30.3 Link RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Twitter Text Video Social Media Users Activity Global Report by Popsters.com 2021 64 Text is 879.2% more than Video
  65. 65. Image 31.9 Text 0% 20% 10% 30% 40% 18.8 Video 15.0 34.3 Link RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS VK Image Link Social Media Users Activity Global Report by Popsters.com 2021 65 Image is 129% more than Link
  66. 66. Image 32.0 Text 0% 20% 10% 30% 40% 18.0 Video 14.4 35.6 Link RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Ok Image Link Social Media Users Activity Global Report by Popsters.com 2021 66 Image is 146.9% more than Link
  67. 67. Image 30.5 Text 0% 20% 10% 30% 40% 18.8 Video 24.5 26.1 Link RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Telegram Text Video Social Media Users Activity Global Report by Popsters.com 2021 67 Image is 62% more than Link
  68. 68. Image Text 0% 20% 10% 30% 40% 31.9 Video 14.2 21.0 Link RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Average 32.8 Social Media Users Activity Global Report by Popsters.com 2021 68
  69. 69. Average Engagement Rate of Pages by Count of Followers
  70. 70. Methodology I Average Engagement Rate of Pages by Count of Followers Social Media Users Activity Global Report by Popsters.com 2021 70 (Engagement Rate) is a metric that demonstrates the percentage of followers that reacted, shared or commented on posts of the page. It shows how much people interact with the content ER https://www.skyword.com/marketing-dictionary/engagement-rate/ https://www.socialbakers.com/blog/1427-engagement-rate-a-metric-you-can-count-on https://popsters.com/blog/post/er-how-to-calculate-engagement-rate References: For each page Popsters calculates two types of ER metric: - In terms of the average post - In terms of the average day
  71. 71. Methodology II Average Engagement Rate of Pages by Count of Followers ERpost Total of all reactions for analyzing period (likes, shares, comments, reactions for Facebook; + dislikes for YouTube) x100% Count of posts Count of followers on the date ERday Total of all reactions for analyzing period (likes, shares, comments, reactions for Facebook; + dislikes for YouTube) x100% Count of days in analyzing period Count of followers on the date Social Media Users Activity Global Report by Popsters.com 2021 71
  72. 72. 1 000 000 500 000 200 000 100 000 50 000 20 000 10 000 1 000 We categorized pages by 8 categories depending on count of followers: Methodology III Average Engagement Rate of Pages by Count of Followers Social Media Users Activity Global Report by Popsters.com 2021 72
  73. 73. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS Facebook 0 6 3 1.43 0.74 0.65 0.64 0.31 0.18 0.08 0.05 5.52 ERpost 0 6 3 1.03 1.14 1.60 1.94 1.33 1.14 0.58 0.51 4.33 ERday Social Media Users Activity Global Report by Popsters.com 2021 73 Posts per day Followers 2 10k - 20k 4 20k - 50k 5 50k - 100k 7 100k - 200k 16 500k - 1M 12 200k - 500k 18 > 1M 1 1k - 10k 1 < 1k
  74. 74. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS Instagram 0 20 10 3.87 2.53 2.42 2.43 2.19 1.90 1.63 1.71 11.92 ERpost 0 10 5 2.29 1.95 2.49 3.01 2.93 2.58 2.30 2.46 7.97 ERday Social Media Users Activity Global Report by Popsters.com 2021 74 Posts per day Followers 1 10k - 20k 1 20k - 50k 2 50k - 100k 2 100k - 200k 2 500k - 1M 2 200k - 500k 2 > 1M 1 1k - 10k 1 < 1k
  75. 75. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS Twitter 0 10 5 8.36 3.14 1.04 1.03 0.73 0.56 0.55 ERpost 0 50 30 46.04 7.20 9.24 2.92 1.44 ERday Social Media Users Activity Global Report by Popsters.com 2021 75 Posts per day Followers 6 10k - 20k 8 20k - 50k 9 50k - 100k 13 100k - 200k 11 500k - 1M 13 200k - 500k 10 > 1M 31.40 4.86 40 10 20
  76. 76. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS YouTube 0 40 20 4.44 3.36 3.05 2.70 2.59 2.60 13.62 5.29 30.16 ERpost 0 30 15 3.90 1.93 1.61 1.62 1.41 1.62 7.47 3.74 23.85 ERday Social Media Users Activity Global Report by Popsters.com 2021 76 Posts per day Followers 1 10k - 20k 1 20k - 50k 1 50k - 100k 1 100k - 200k 2 500k - 1M 2 200k - 500k 4 > 1M 1 1k - 10k 1 < 1k
  77. 77. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS TikTok 0 600 100 200 300 400 8.41 7.28 507.86 ERpost 17.85 12.50 6.32 6.40 4.41 0 800 400 600 200 60.81 35.08 19.53 11.19 10.94 9.95 8.85 9.19 687.19 ERday Social Media Users Activity Global Report by Popsters.com 2021 77 Posts per day Followers 2 10k - 20k 3 20k - 50k 2 50k - 100k 2 100k - 200k 3 500k - 1M 3 200k - 500k 3 > 1M 2 1k - 10k 2 < 1k 41.48 500
  78. 78. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS VK 0 8 4 0.90 0.42 0.36 0.31 0.20 0.16 0.11 0.07 6.90 ERpost 0 14 7 1.43 0.93 1.17 1.23 1.17 1.17 0.96 0.91 13.41 ERday Social Media Users Activity Global Report by Popsters.com 2021 78 Posts per day Followers 3 10k - 20k 6 20k - 50k 7 50k - 100k 9 100k - 200k 11 500k - 1M 11 200k - 500k 14 > 1M 2 1k - 10k 1 < 1k
  79. 79. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS Ok 0 10 5 0.56 0.27 0.22 0.12 0.11 0.09 0.07 0.04 ERpost 0 4 2 1.05 0.54 0.86 0.79 0.72 1.00 1.09 0.61 8.21 ERday Social Media Users Activity Global Report by Popsters.com 2021 79 Posts per day Followers 5 10k - 20k 5 20k - 50k 7 50k - 100k 7 100k - 200k 20 500k - 1M 14 200k - 500k 17 > 1M 3 1k - 10k 3 < 1k 3.25
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