It is most popular with women aged 18 to 24 years, who make up one-fifth of all users. With a focus on recording dances and lip-syncing videos, TikTok appeals to younger users. As of early 2023, TikTok had over one billion monthly active users. TikTok, launched in 2017, has established itself as a major player in mainstream social media. In December 2021, Instagram reached a milestone, amassing approximately two billion monthly active users, and whilst audience growth has in no doubt expanded for the platform, it is still no match for its predecessor Facebook. At the beginning of 2023, over 50 percent of Instagram users said that they enjoyed seeing funny posts on Instagram, whilst 46 percent said that creative content was their preferred type of content. However, users of the platform now expect more varied content. Meta’s image-based Instagram is often associated with the creation of aesthetically pleasing images, influencers, and a view into the lifestyles of celebrities. As of the first quarter of 2023, Facebook had almost three billion monthly active users and has experienced an upwards trajectory in global users for well over a decade. Facebook has long been the most successful of all social networks, in terms of user numbers. Overall, the company brought in over 116 billion US dollars in revenue in 2022. Facebook, Instagram, Messenger, and WhatsApp make up what Meta calls its Family of Apps. Just before the end of 2021, Facebook Ltd rebranded as Meta Platforms Inc, pivoting towards a new business direction known as the metaverse. Is Facebook still the most popular social media platform? In 2023, people spent on average 151 minutes per day on social media. The amount of time that people spend on social media has steadily increased over the last decade. Social media is a popular news source in many countries - over 70 percent of adults in Nigeria, Thailand, Malaysia, and South Africa said that they used social media to access news. Other popular reasons for using social networks included filling spare time, looking for inspiration, and reading news stories. In 2022, almost half of all social media users said that they use it for staying connected with family and friends.
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