THE SOCIAL MEDIA TRENDS AND DEVELOPMENTS IN 2022

 We started using social media again in 2021. shocking! Just kidding, because we certainly saw this one coming. Not only are we spending more time on social media, but we have also started using more platforms. TikTok is this year's big winner, but we also see a few other notable risers! Twitter is making a comeback and the popularity of Instagram is also increasing. If you ask us, those are enough reasons for a company to do more in social media marketing . To help you with that, we have listed the most important social media trends in 2022 for you.


THE NATIONAL SOCIAL MEDIA RESEARCH 2022

In January, Newcom published the National Social Media Survey for the twelfth time : the largest trend survey in the Netherlands into the use of social media. As in previous years, we have started to make more use of social media in the Netherlands: we spend more time on social apps and use more platforms. It should come as no surprise that TikTok is again the big winner this year with an increase of almost 1.3 million new users!


In this article we summarize the most important social media trends and developments from Newcom's research for you.


FACEBOOK

Where Facebook was still on the rise last year (+39,000 users) and the year before (+230,000 users), this year the number of users has fallen. The total number of users has decreased by 87,000. The daily number of users also decreased: by 421,000!


FACEBOOK USE IN THE NETHERLANDS:

Facebook users: 10.3 million

Facebook daily users: 6.9 million

Recent developments: slight decrease in users, significant decrease in daily users.


Growing number of users Facebook 2022

Dutch Facebook users 2021 vs 2022


INSTAGRAM

Instagram has once again welcomed a large number of new users to their platform this year. Go Insta! With 679,000 new users, Instagram is number 2 of the fastest risers this year. The number of daily users has also increased significantly with 305,000!


INSTAGRAM USE IN THE NETHERLANDS:

Instagram users: 6.6 million

Daily Instagram users: 4.0 million

Recent developments: significant growth in new and daily users


Growing Usage Instagram 2022

Dutch Instagram users 2021 vs 2022


Do you want to capitalize on the success of Instagram? Discover the possibilities of Instagram Advertising !


LINKEDIN

Last year LinkedIn tapped 5 million users. With a very small growth of 34,000 new members this year, it remains above 5 million members. In terms of the number of active members, LinkedIn has done well this year. The platform has an increase of 8%, which equates to 84,000 additional users using the platform daily.


LINKEDIN USE IN THE NETHERLANDS:

LinkedIn users: 5.0 million

Daily LinkedIn users: 1.2 million

Recent developments: Strong growth in daily usage


Growth in usage of Linkedin 2022

Dutch LinkedIn users 2021 vs 2022


LinkedIn tip: follow us on LinkedIn to stay up-to-date with the latest news in the field of online marketing!


TWITTER

Twitter? Is that still relevant? Well, more than you think! Twitter has had a good year and has gained no fewer than 630,000 new members. The number of daily users has also increased by 223,000!


TWITTER USE IN THE NETHERLANDS:

Twitter users: 3.5 million

Daily Twitter users: 1.5 million

Recent developments: significant increase in both new users and daily users


Growing Usage Twitter 2022

Dutch Twitter users 2021 vs 2022


WHATSAPP

WhatsApp is the largest platform we know in the Netherlands. It seems that WhatsApp has reached a ceiling in the number of users. The chat application has experienced an increase of 46,000 new members, but is not growing as fast as in previous years. WhatsApp has experienced a 100,000 drop in the number of daily users.


WHATSAPP USE IN THE NETHERLANDS:

WhatsApp users: 12.5 million

WhatsApp daily users: 9.7 million

Recent developments: Appears to have reached a ceiling in growth


Growth of Whatsapp 2022 usage

Dutch Whatsapp users 2021 vs 2022


SNAPCHAT

Where Snapchat saw a slight drop in the number of users last year, that is not the case this year. With an increase of 23% representing 605,000 new users, they have done well this year! The number of active members also increased by 399,000.


SNAPCHAT USE IN THE NETHERLANDS:

Snapchat users: 3.2 million

Daily users Snapchat: 1.9 million

Recent developments: significant increase in the number of new users and daily users


Growth of Snapchat 2022 Usage

Dutch Snapchat users 2021 vs 2022


TIKTOK

Just like last year, TikTok is the big winner of the National Social Media Survey. With nearly doubling the number of users, the platform now sits at 3,000,000 members. Daily use of the app has also increased with 765,000 active members. More than half of all members use the platform on a daily basis!


TIKTOK USE IN THE NETHERLANDS:

TikTok users: 3.0 million

Daily users TikTok: 1.6 million

Recent developments: A doubling of new users and daily users


Growth in TikTok 2022 usage

Dutch TikTok users 2021 vs 2022


use TikTok by age

TikTok owed its growth last year to the age group 15 to 19 years and 20 to 24 years. This year we see a shift to an older age group, both the age group 20 to 24 years has doubled and the group of 25 to 29 years. In addition, you can see that there has also been a significant increase in the group of 40+. from this we can conclude that TikTok is not just for young children!


PINTEREST

The largest digital bulletin board in the world has also experienced a nice increase: 346,000 new members have joined the platform. The number of daily users is also on the rise with an increase of 93,000, bringing the number of active members to 985,000.


PINTEREST USE IN THE NETHERLANDS:

Pinterest users: 4.2 million

Pinterest daily users: 1.0 million

Recent developments: Good growth in new users and active members


Growth Usage Pinterest 2022

Dutch Pinterest users 2021 vs 2022


YOUTUBE

YouTube was one of the few platforms to experience a decline in the number of users last year. This year, YouTube has seen an increase of 219,000 new users. The number of daily users has also risen sharply by 424,000: that is an increase of no less than 14%!


YOUTUBE USE IN THE NETHERLANDS:

YouTube users: 9.3 million

YouTube daily users: 3.5 million

Recent developments: Increase in daily users


Growing Usage Youtube 2022

Dutch YouTube users 2021 vs 2022


OVERVIEW OF SOCIAL MEDIA USE IN 2021

It was another good year for most social media platforms in the Netherlands, except for Facebook… It is clear that we have started to use social media more in the Netherlands. The number of daily users has never increased as fast in previous years as it is now!


use of social media top 8

daily use of social media top 8

Although we have started to use more social media in the Netherlands, a decrease in the daily use of various platforms can be seen among the younger target group of 15-19. Only the TikTok platform has seen an increase in the number of daily users.


daily use of social media 15-19 years

In a slightly older age group of 20 to 29 years, Facebook and WhatsApp in particular experienced a decline in the number of daily users. Especially the social media platforms that use video have experienced an increase in the number of daily users. In case it's not clear enough: video is the form of content to discover for marketers! You have already read this in our article about the content marketing trends .


SMALLER SOCIAL MEDIA PLATFORMS

Although these platforms are considered to be the smaller platforms, they do have a decent amount of users. 1 in 10 people in the Netherlands uses Telegram and 1 in 11 uses Discord. Perhaps in the future one of the platforms below will get a place among the big boys. Just look at TikTok!


grow smaller social media channels

READY TO READ THE SOCIAL MEDIA TRENDS OF 2022?

Do you want to use social media successfully? Then it is more important than ever to have a social media strategy . Download our free social media plan template and create a rock-solid strategy!


Do you need help developing an effective social media strategy for your business? Then follow a social media training. Also follow us on LinkedIn , Facebook and Instagram for the latest developments in online marketing! For more information visit to our website.



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