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Social Media Update Q4 2022

More Twists at Twitter, a Potential TikTok Ban, and a Thumbs Up for Snap’s AR Ambitions

About This Report
Q4 was another turbulent quarter for social media: Support for a US ban on TikTok grew; Elon Musk announced he would step down from Twitter once he finds a replacement; and Meta suffered its first-ever major round of layoffs. But there were still bright spots for marketers.
Table of Contents

Executive Summary

This is the latest installment in an ongoing series of updates for the social media platforms. The goal of each report is to provide a summary of key developments and their implications for marketers.


  1. Can Meta’s new automated tools and ad formats help quell its ad revenue losses?
  2. Will Twitter survive with—or without—Elon Musk as CEO?
  3. Can TikTok continue its growth trajectory amid growing support to ban it in the US?

WHAT’S IN THIS REPORT? Key developments for Facebook, Instagram, Snapchat, TikTok, Twitter, and YouTube during Q4 2022, and how brands and marketers can navigate those changes.

KEY STAT: Twitter will lose more than 30 million monthly users worldwide between 2022 and 2024, erasing all the growth it gained during the pandemic, per our latest forecast.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Meta: AI May Improve Ads and Quell Ad Revenue Losses
  3. Facebook: Reels Remains Front and Center
  1. Instagram: New Ad Format Paves the Way for More Creator Monetization
  2. Snapchat: AR Gets a Boost With Big Partnerships
  3. TikTok: Reorganization Amid Spending Slowdown and Regulatory Pressure
  1. Twitter: Musk Pilots the Platform Into Advertising Disaster, Polls Users on His Departure
  2. YouTube: Freeing Up Control of the Ad Experience
  3. Media Gallery


Jasmine Enberg, Daniel Konstantinovic


Jeremy Goldman
Principal Analyst
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