Advertising Sources: Social Networks | Mobio Group

Advertising Sources

One of the best advertising sources is social networks. The choice of social networks for advertising your app directly depends on the niche, i.e. the topics and tasks your product is designed for, and its target audience. But don’t choose a traffic source based on trends or your own habits (“everyone’s on TikTok now, we should promote there”). After all, no matter what platform you or your acquaintances prefer, you need to find where your app’s audience lives, study their habits, preferences and goals with which they visit specific social networks.

And the best way to find out all this is to study statistics. The seemingly boring numbers, when studied closely, can tell you a lot of interesting things. Our team tracks statistics all the time, and today Mobio Group want to share with you the main indicators of the most popular social networks.

Social Network statistics


Social Networks: Facebook

Facebook has almost 3 billion users, so if your target audience is not in North Korea, they probably use the platform.

Monthly Active Users (MAU) is 2.96 billion, nearly 59% of all Internet users.

Demographics: Women aged 35-54 and men aged 25-44 are most likely to cite Facebook as their favorite social network.

The average time spent on Facebook is 19.6 hours per month for Android users.

Facebook ads reach 72.5% of MAUs, of which 43.4% are women and 56.6% are men.

Photo posts show the highest engagement.

81.8% of users access the platform only from a smartphone and only 1.5% use only the desktop version.

Many publishers still choose Facebook as an advertising source, despite the abundance of mobile advertising platforms. This is not surprising, since none of them boasts such impressive targeting potential as Facebook.


Social Networks: Instagram

Instagram started as a platform for sharing photos, but today its functionality is much broader. Stories, Reels, Shopping were gradually added in order to follow the latest trends and attract new users. And it really works, which makes Instagram a great advertising platform.

Monthly active users (MAU) are 2 billion.

Demographics: women ages 16-34 and men ages 16-24 are most likely to cite Instagram as their favorite social network. 71% of Instagram users are younger than 34.

More than 500 million people use Instagram daily. At least 63% of these users open the app once a day, and 42% use the app more than once a day.

The average time spent on Instagram is 11.2 hours per month for Android users.

The engagement rate on Instagram is 0.96%, eclipsing Facebook (0.13%) and Twitter (0.05%). Carousel posts show the highest engagement.

Instagram’s advertising reach is 1.48 billion, of which 49.3% are women and 50.3% are men. Ads in Stories can reach more than 70% of the platform’s users.


Social Networks: YouTube

YouTube is the second most visited site in the world. It also accounts for more than 25% of all global mobile traffic. YouTube not only has a large user base, but it is also very active: more than 1 billion hours of video content are viewed every day.

Monthly active users (MAU) are over 2.5 billion.

Among users 62% visit the site daily, 92% visit weekly and 98% visit monthly.

Demographics: 21.2% of YouTube’s global audience is between the ages of 25 and 34, and 17% is between 35 and 44.

The average time spent on YouTube is 23.7 hours per month.

Advertising reach of YouTube is 2.56 billion, which is almost 52% of all Internet users. Of those, 46.1% are women and 53.9% are men.

More than 70% of consumers say YouTube helps them learn more about new brands. YouTube advertising statistics also show that viewers are twice as likely to buy something they’ve seen on the platform and four times as likely to use it to find information about a brand, product or service compared to other channels.


Social Networks: TikTok

TikTok, the Chinese app formerly known as It is now one of the fastest-growing social networking apps in the world. Thanks to its innovative machine learning algorithms, TikTok is able to determine people’s interests based on watching just a few videos and then suggesting similar videos.

It has been the only competitor that has managed to change the social media paradigm over the past few years, and it is gaining popularity astronomically among mobile users.

So, whether you’re thinking about launching a TikTok marketing strategy in 2023 or want to refine your existing one, you need to know some statistics.

Monthly active users (MAU) is over 1 billion, which is not the highest number, but the growth rate of the platform’s audience is impressive.

Demographics: 43.7% of TikTok’s global audience is between the ages of 18 and 24, and 31.9% is between 25 and 34. 57% are female users. TikTok originally captured the minds and hearts of the younger generation (Generation Z), but in 2022 we see the TikTok audience getting a little older.

The average time spent on TikTok is 19.6 hours per month. 90% of TikTok users access the app every day.

TikTok’s advertising reach is 885 million users, which is nearly 18% of all Internet users.

If you need to launch an advertising campaign for a young audience, you should definitely consider TikTok.


Social Networks: LinkedIn

LinkedIn has evolved into more than just a professional networking platform. It’s now a place where people look for valuable content. Today’s marketers and brands use it not only to make professional connections and post jobs, but also to find content that helps them improve their marketing tactics and keep up with the latest industry trends.

The number of users is more than 850 million.

Demographics: advertisers are slightly more likely to reach more men than women on LinkedIn. The distribution of the advertising audience is 57.2% male and 42.8% female. 60% of users are between the ages of 25 and 34.

Advertising reach. The potential audience that marketers can reach through advertising on LinkedIn is estimated at just over 808 million people. That said, LinkedIn is the leading B2B platform, as three-quarters of marketers use it to connect with business decision makers through paid LinkedIn advertising . In addition, nearly 80% say these ads produce the best results.



Snapchat’s annual ad revenue has grown every year since 2016. In 2021, the platform generated $2.62 billion in ad revenue. More and more brands are recognizing Snapchat’s advertising potential. Many of them have already used Snapchat as a marketing and advertising platform and received high results.

The number of users is over 540 million. More than 300 million users log into Snapchat daily and spend an average of 30 minutes on the app. Engagement rates are as high as 80%.

Demographics: more than 80% of users are in the age group from 13 to 34 years old. Females prevail among the users — 54,4%.

Advertising reach. The potential audience that marketers can reach with advertising on Snapchat is 557 million people.

One reason the platform has attracted business growth over the years is because of its user base targeting Generation Z. As statistics show, this generation has a high level of responsiveness to advertising.

One of the features of the platform is that more than 60% of the ads on Snapchat are viewed with sound, so when creating ads, special attention should be paid to audio support.



Although Twitter lags behind platforms such as Facebook and Instagram, which have billions of users, its audience is loyal and regular on the social network.

The number of users is more than 396.5 million. There are 208 million daily logins. The platform is most popular in the U.S. — 77 million users. 48% of users are on Twitter to get the latest news. In 2023, people spent 6 minutes a day on Twitter, which means that with such a short potential display time, Twitter ads need to stand out, be creative and attractive.

Demographics: the most common age group worldwide is between 25 and 34 years old. They make up 38.5% of users. This is followed by the 35-49 age group with 20.7% of users.

Advertising reach. The potential advertising audience is 436.4 million people, 56.5% of which are men.

Twitter reports that 52% of all tweets posted this year were sent by Gen-Z users. The fact that the younger generation is showing interest in Twitter is a good sign. It creates the potential for further development of the platform.

Conclusions and Recommendations

  • Such giants as Facebook and Instagram have a huge audience, but the number of advertisers on these platforms is also impressive. At the same time, we are seeing a constant increase in the number of users and time spent on these social networks, and accordingly, the volume of advertising uptake is also constantly increasing. And due to the extensive targeting settings, you definitely will find your audience. Another plus is that large audiences are good for testing different advertising hypotheses.
  • Smaller platforms also have great advertising potential, as long as their audiences are the same as your app’s target audience.
  • Each social network requires different marketing tools and strategies to get users to notice you.
  • Statistical indicators need to be constantly monitored — the age of audiences and user behavior are constantly changing, new features, platforms, and trends appear.
  • If you are planning to promote a certain region — find statistics for it, as the figures may be very different from the world.
  • The budget for promotion, the niche of the app and even its appearance play a role in choosing the source of traffic.

If you find the world of statistics not as fascinating as we do, or even frightening, if you want to save your time, money and nerves — contact Mobio Group. Our team will choose your sources of traffic and develop a strategy to promote your app.

P.S. The Mobio Group team uses paid data sources in its work, as they provide the most relevant and accurate information. But for this article we specifically searched for data in open sources such as, to demonstrate the possibility of using publicly available information to analyze and build an advertising campaign strategy.

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Valeria Likhach

Head of Marketing Unit

Valeria Likhach is the Head of Marketing at Mobio Group with over eight years of experience in digital marketing. Professional experience in mobile marketing for more than five years. Learn everything about the world of performance marketing with us.

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