Year-End 2022 Analysis
As 2022 closes, social media shows a mix of dominance by established U.S.-based giants and rapid emergence of new challengers globally. These platforms have evolved beyond simple communication channels into integrated ecosystems where content, commerce, and community blend. For businesses, understanding the leaders and rising stars is essential to capturing digital opportunity.
This Power Index highlights ten influential U.S.-based platforms, a global powerhouse, and two emerging contenders as of late 2022.
1. Meta Platforms, Inc. — Facebook, Instagram, WhatsApp, Messenger
Meta remains a dominant network with over 2.91 billion monthly active Facebook users as of late 2021 (the latest official prior to 2022 end), along with Instagram and WhatsApp boasting extensive global penetration (Investing.com, 2022; Backlinko, 2022).
B2B: Facebook Groups enable niche communities; Instagram Stories/Reels support brand storytelling.
B2C: Instagram’s creator ecosystem fuels influencer campaigns; WhatsApp’s business API adoption grows.
Factics:
Fact: Facebook and Instagram reach billions monthly.
Tactic: Use cross-platform retargeting to nurture users from initial interest to purchase.
2. Alphabet Inc. — YouTube
YouTube closed 2022 with approximately 2.56 billion active users, with growing engagement in short-form content via YouTube Shorts (Business Insider, 2022; eMarketer, 2022).
B2B: Webinars, thought leadership videos, and product demos.
B2C: Shorts and live streams engage younger audiences and influencers.
Factics:
Fact: Average global watch times continue increasing.
Tactic: Combine snackable and long-form video content for broad reach and retention.
3. Snap Inc. — Snapchat
Snapchat had 347 million daily active users in 2022, popular among Gen Z through AR filters and ephemeral messaging (Business of Apps, 2022; Oberlo, 2022).
B2B: AR ads enable innovative employer branding.
B2C: Geo-targeted and shoppable AR campaigns drive sales.
Factics:
Fact: Majority of users are under 35.
Tactic: Invest in interactive content to boost brand recall.
4. Twitter, Inc. — Twitter
Twitter finished 2022 with around 368 million monthly active users, serving as the primary real-time conversation platform (SOAX, 2022; GDELT Project, 2022).
B2B: Live event coverage and thought leadership amplification.
B2C: Trending topic campaigns drive engagement.
Factics:
Fact: Real-time interaction enhances brand visibility.
Tactic: Pair live tweeting with influencer amplification during major events.
5. Pinterest, Inc. — Pinterest
Pinterest reached approximately 450 million monthly active users in 2022, favored for discovery and shopping (BankMyCell, 2022; Backlinko, 2022).
B2B: Trend tracking within niche boards supports market research.
B2C: Direct-to-cart integrations and influencer collaborations lift conversion.
Factics:
Fact: 76% of users are female.
Tactic: Align content with seasonal and lifestyle interests for targeted marketing.
6. LinkedIn Corporation (Microsoft) — LinkedIn
LinkedIn surpassed 875 million members by late 2022, with over 58 million companies maintaining pages (Espirian, 2022; MixBloom, 2022).
B2B: Essential for lead generation and recruitment.
B2C: Employee advocacy and thought leadership enhance brand presence.
Factics:
Fact: 60% of users are aged 25–34.
Tactic: Optimize LinkedIn Pages for talent acquisition and brand positioning.
7. Reddit, Inc. — Reddit
Reddit had about 430 million monthly active users in 2022, characterized by strong niche and community engagement (Business of Apps, 2022; Backlinko, 2022).
B2B: Authentic involvement in subreddits builds credibility.
B2C: Participation in lifestyle and hobby communities fosters trust.
Factics:
Fact: Over 50% of users are under 35.
Tactic: Sponsor AMAs and collaborate with moderators for focused reach.
8. Discord Inc. — Discord
Discord reached approximately 150 million monthly active users in 2022, expanding beyond gaming into general interest groups (Backlinko, 2022; Business of Apps, 2022).
B2B: Use for client communication, training, and community building.
B2C: Brand engagement through moderated fan servers.
Factics:
Fact: Growth fueled by expansion beyond gaming.
Tactic: Launch branded servers for continuous community connection.
9. Nextdoor Holdings, Inc. — Nextdoor
Nextdoor connected 78 million verified neighbors and 40 million weekly active users by Q4 2022, focusing on hyperlocal networking (Nextdoor Annual Report, 2022; Nextdoor Press Release, 2023).
B2B: Hyper-targeted local advertising opportunities.
B2C: Community sponsorships build trust and brand loyalty.
Factics:
Fact: Active in over 305,000 neighborhoods globally.
Tactic: Apply neighborhood data for precise local marketing.
10. Automattic Inc. — Tumblr
Tumblr accounted for roughly 135 million monthly active users in 2022, with a strong Gen Z presence (AffiliateBooster, 2025 citing historical data).
B2B: Platforms for creative brand expression.
B2C: Cultivate fandoms and aesthetic-driven communities.
Factics:
Fact: 40% of users are Gen Z.
Tactic: Tailor branded content to subculture aesthetics for engagement.
Global Spotlight: ByteDance — TikTok
TikTok was the most downloaded app globally in 2022 with over 850 million installs, and surpassed 1 billion monthly active users worldwide, including 150 million in the U.S. TikTok users spent nearly 9 hours per week on the app (Business of Apps, 2022).
B2B: Story-driven short videos for corporate messaging.
B2C: Viral trends, influencer marketing, and in-app shopping drive reach.
Factics:
Fact: 55% of TikTok’s audience is under 30.
Tactic: Leverage micro-influencers for authentic niche engagement.
Honorable Mentions: Platforms to Watch
ByteDance — Lemon8
Lemon8 emerged as a hybrid of TikTok and Instagram, gaining 10.6 million global downloads in 2022, mostly in Asia, with influencer seeding spurring growth (Business of Apps, 2022; TechHQ, 2022; Marketing Interactive, 2022).
Factics:
Fact: Influencer campaigns accelerated adoption in Japan and Southeast Asia.
Tactic: Early influencer partnerships can catalyze market entry.
Mastodon
Mastodon saw a 657% increase in active users following Twitter’s ownership changes in late 2022, reaching 2.5 million active users (ThinkImpact, 2022; Absolutely Maybe, 2022).
Factics:
Fact: Growth largely from tech-savvy and activist niches.
Tactic: Consider collaborations with established servers to boost trust.
Pro Tip:
Social media dynamics evolve quickly — monitor shifts and remain agile across platforms to seize emerging opportunities.
References
AffiliateBooster. (2025, July 1). Tumblr statistics 2025 — Active users, revenue & user growth. https://www.affiliatebooster.com/tumblr-statistics/
Backlinko. (2022). Facebook user & growth statistics to know in 2022. https://backlinko.com/facebook-users
Backlinko. (2022). Pinterest usage and revenue statistics. https://backlinko.com/pinterest-users
Backlinko. (2022). Reddit users. https://backlinko.com/reddit-users
Backlinko. (2022). Discord users. https://backlinko.com/discord-users
BankMyCell. (2022). Number of Pinterest users: Growth and statistics 2022. https://www.bankmycell.com/blog/number-of-pinterest-users/
Business Insider. (2022, October). YouTube by the numbers: Usage and reach in 2022. https://www.businessinsider.com/youtube-user-statistics-2022-10
Business of Apps. (2022). Snapchat revenue and usage statistics. https://www.businessofapps.com/data/snapchat-statistics/
Business of Apps. (2022). Twitter statistics. https://www.businessofapps.com/data/twitter-statistics/
Business of Apps. (2022). Reddit statistics. https://www.businessofapps.com/data/reddit-statistics/
Business of Apps. (2022). Discord statistics. https://www.businessofapps.com/data/discord-statistics/
Business of Apps. (2022). Lemon8 struggles to kickstart in US despite influencer marketing push. https://www.businessofapps.com/news/lemon8-struggles-to-kickstart-in-us-despite-influencer-marketing-push/
Business of Apps. (2022). TikTok statistics and usage 2022. https://www.businessofapps.com/data/tiktok-statistics/
Espirian, J. (2022, October 25). LinkedIn membership numbers. https://espirian.co.uk/linkedin-membership-numbers/
GDELT Project. (2022, November 17). Visualizing a decade of Twitter’s evolution: Jan 2012 – Nov 2022 (Musk’s purchase). https://blog.gdeltproject.org/visualizing-a-decade-of-twitters-evolution-jan-2012-nov-2022-musks-purchase/
Investing.com. (2022). Facebook’s impressive statistics in 2022. https://www.investing.com/academy/statistics/facebook-meta-facts/
Marketing Interactive. (2022, October 19). ByteDance launches Lemon8 in global expansion of lifestyle apps. https://www.marketing-interactive.com/bytedance-launches-lemon8-in-global-expansion-of-lifestyle-apps
MixBloom. (2022). The 15 LinkedIn statistics of 2022 you should know. https://www.mixbloom.com/resources/the-15-linkedin-statistics-of-2022-you-should-know
Nextdoor. (2022). Nextdoor business marketing. https://business.nextdoor.com/en-us/
Nextdoor. (2023, February 28). Nextdoor announces fourth quarter and full year 2022 results. https://about.nextdoor.com/press-releases/nextdoor-announces-fourth-quarter-and-full-year-2022-results
Nextdoor. (2023). 2022 Annual report. https://www.annualreports.com/HostedData/AnnualReportArchive/n/NYSE_KIND_2022.pdf
Oberlo. (2022). Snapchat user growth (2015–2022). https://www.oberlo.com/statistics/snapchat-user-growth
Omnicore Agency. (2022). Quick Snapchat statistics. https://www.omnicoreagency.com/snapchat-statistics/
Omnicore Agency. (2022). Quick Pinterest statistics. https://www.omnicoreagency.com/pinterest-statistics/
SOAX. (2022, April 1). How many monthly active users does X (Twitter) have? https://soax.com/research/twitter-active-users
TechHQ. (2022, October). Lemon8: A social media platform gaining traction among Gen Z and millennials. https://techhq.com/news/lemon8-an-app-by-tiktoks-parent-company-is-making-waves-in-the-us/
ThinkImpact.com. (2022, October 21). Mastodon statistics. https://www.thinkimpact.com/mastodon-statistics/
The Social Shepherd. (2022). 21 essential Meta statistics you need to know in 2022. https://thesocialshepherd.com/blog/meta-statistics
Leave a Reply