Social DNA Team
Trends
Corporate Influencer
Social Media Platforms 2023 - User Figures, Growth and Classification
In this article, you can find out all about the social media user figures for 2023 and their growth over the past year. You will also find interesting facts about the individual platforms and a classification of the channels in our Social DNA channel matrix. You can find a detailed look at the social media trends 2023 in our article "Social Media Trends 2023: Analyses, strategies and recommendations for action".
Social DNA channel matrix
We classify the most important social media platforms according to user numbers and growth into four categories: Specialists (comparatively few users and low growth), Rising Stars (comparatively few users but high growth), Elephants (many users but low growth) and Heroes (many users and high growth). We will be happy to let you request the version adapted for the German market on request.
- Users worldwide: 2.96 billion Monthly Active Users (MAUs)(source).
- Users in Germany: 22,500,000 - 26,400,000 reachable FB users in the Ad Manager at the time of publication.
- Growth: 2% in monthly active users(source).
- The Meta Family of Apps (Facebook, Instagram, Messenger, WhatsApp) has 3.74 billion MAUs(source).
Did you know?
- Meta has proclaimed 2023 as the "Year of Efficiency" and is attempting a turnaround with a greater focus on the core product.
- Facebook is also used by a relevant proportion of over-50s and even 17% of over-70s(source).
- If you add the number "4" after the Facebook URL, you will be taken to the wall of founder and CEO Mark Zuckerberg(source).
- Facebook has been banned in China since July 2008(source).
YouTube
- Users worldwide: Over 2.5 billion MAUs(source).
- Users in Germany: 49 million MAUs(source).
- Growth last year: around 9 %(see Social Media Trend Article 2022).
Did you know?
- Technically, YouTube is the second largest search engine after Google(source).
- With 467 million users, India has the most YouTube users. The United States follows with 247 million(source).
- Comedy is the most-watched genre on YouTube(source).
- Users worldwide: Over 2 billion MAUs(source).
- Users in Germany: 25,400,000 - 29,800,000 reachable Instagram users in the Ad Manager at the time of publication - and thus more than Facebook + FB Messenger + FB Audience Network.
- Growth: Around 25 % (cannot be stated exactly, as the last official figure of 1.1 billion MAUs dates from 2018,see Social Media Trend Article 2022).
Did you know?
- The most liked post on Instagram is the collection of pictures of Lionel Messi with the World Cup trophy. It knocks the previous record holder, the "world record egg", off the Instagram throne(source).
- More than 50 billion photos have been uploaded to Instagram so far.(Source).
- The most popular hashtag on Instagram is #Love, which has been used over 1.835 billion times.(Source).
- Instagram has seen the strongest growth of all the social media platforms listed here this year.
TikTok
- Users worldwide: 1.5 billion MAUs(source).
- Users in Germany: 18.6 million (according to Ad Manager), maximum reach of 22.7 million.
- Growth in the last year: approx. 50 %(see social media trend article 2022).
Did you know?
- TikTok has the highest social media engagement rate per post(source).
- 90% of TikTok users access the app every day(source).
- TikTok is banned in India(source).
- Users worldwide: More than 900 million(source).
- Users in Germany: 15 million (according to Ad Manager).
- DACH users: 19 million(source).
- Growth last year: around 9 %(see Social Media Trend Article 2022).
Did you know?
- According to its own data, LinkedIn has been able to increase user sessions by 418% since 2018, i.e. by more than 100% per year(source).
- Bill Gates has the most followers on LinkedIn(source).
- LinkedIn has more male than female users(source).
- LinkedIn has over 39,000 qualifications listed(source).
*LinkedIn does not indicate MAUs or DAUs, only the number of users without information on their activity.
- Users worldwide: 445 million MAUs(source).
- Users in Germany: 16 million MAUs(source).
- Growth last year: 0 %(source).
Did you know?
- 69% of Pinterest users are female(source).
- Every month, 2 billion searches are carried out on Pinterest(source).
- Pinterest users are 80% more likely to go to retail stores(source).
Snapchat
- Users worldwide: 363 million Daily Active Users(DAUs)*(source).
- Users:inside Germany: 13.7 million DAUs(source).
- Growth last year: 19 %(source).
Did you know?
- 63% of German Snapchat users are 24 years old or younger(source).
- 88 million daily active users in Europe(source).
- Over 300 million people use the Snap Map(source).
*Only Daily Active Users are shown, not Monthly Active Users (MAUs). The number of MAUs is roughly estimated to be approx. 50 % higher.
- Users worldwide: 229 million DAUs*(source).
- Users:inside Germany: 13.4 to 14.8 million (according to Ad Manager).
- Growth last year: 16 %(source).
Did you know?
- One of the most popular accounts on Twitter is @BarackObama(source).
- 69% of users in the USA state that they receive news from Twitter(source).
- The most frequently tweeted emojis in 2020 were 😂 and 😭(source).
*Only Daily Active Users are shown, not Monthly Active Users (MAUs). The number of MAUs is roughly estimated to be approx. 50 % higher.
- users worldwide (DACH): Over 21 million users*(source).
- Users in Germany: 17 million users(source).
- It can be assumed that there are fewer active users registered on Xing than on LinkedIn.
- Growth last year: around 5 %(see Social Media Trend Article 2022).
Did you know?
- The announcement that groups and event pages will not be continued cements the move away from the social media platform concept towards a new focus on the area of professional development(source).
*Xing does not indicate MAUs or DAUs, only the number of users without information on their activity.
