Social Media Users Activity Report 2023

The global research of users activity for various types
of content in Social Media
Social Media
Users Activity
Report
Popsters Research

4-9
Methodology
10-15
Facebook
16-21
Instagram
22-27
Twitter
28-32
YouTube
33-36
TikTok
37-42
VK
43-48
OK
49-54
Telegram
55-60
Average
Table of contents

The research is based on 240 million social media posts
by 937 thousands diﬀerent pages were analyzed by
Popsters users in 8 social networks for 2023:
Instagram, Facebook, OK, VK, Twitter, Telegram,
YouTube and TikTok
Data Source

Social Media Users Activity Global Report by Popsters.com 2023 5
Total of activity (reactions, shares,comments)
at specific day of week Count of posts such type
Average activity of published posts at specific day of week
Total of average activities of posts
by all days of week
Average activity of published posts
at specific day of week
Percent of activity on average published posts at specific day of week
Count of nonzero values
Total data by all analyzes at specific time
Aggregation of data by different pages
Total of all average values
Average value for each day of week
Equalization of percent values accounting nonzero values
Tue
Sun
Relative Activity by Days of Week
Methodology
OLOGY

Total of activity (reactions, shares,comments)
at specific hour of day Count of posts such type
Average activity of published posts at specific hour of day
Total of average activities of posts
by all hours of day
Average activity of published posts
at specific hour of day
Percent of activity on average published posts at hour of day
Total data by all analyzes at specific time
Average value for each hour of day
10:00
6:00
Relative Activity by Hours of Day
Methodology

Total activities of posts with
text specific length
Count of posts such type
Average activity of posts with text specific length
Total of all average values by
all types
Average activity of posts with
text specific length
Relative average activity of posts such type
Total data by all analyzes of activity
by text length
Average value of each type
< 160
SHORT LENGTH
160...1000
MEDIUM LENGTH
> 1000
LONG LENGTH
Popsters automatically categorizes all posts on 3 types by count of symbols:
Relative Activity by Text Length in Posts
Methodology

Total activities of posts with
specific attachments
Count of posts such type
Average activity of posts with specific attachments
by all types
Average activity of posts with
specific attachments
Relative average activity of posts such type
Total data by all analyzes of activity
by attachments in posts
Average value of each type
LINK
VIDEO
IMAGE
TEXT
Popsters automatically categorizes all posts on 4 types by attachments:
Relative Activity by Attachments in Posts
Methodology

Total of all reactions for analyzing
period (likes, shares, comments,
reactions for Facebook; + dislikes
for YouTube)
Count of
posts
Count of followers on
the date
(
(
ERpost
Total of all reactions for analyzing
period (likes, shares, comments,
reactions for Facebook; + dislikes
for YouTube)
Count of days in
analyzing period
Count of followers on
the date)
(
(
ERday
1 000 000 500 000 200 000 100 000
50 000 20 000 10 000 1 000
We categorized pages by 8 categories depending on count of followers:
https://www.skyword.com/marketing-dictionary/engagement-rate/
https://popsters.com/blog/post/er-how-to-calculate-engagement-rate
References:
Engagement Rate is a metric that demonstrates the
percentage of followers that reacted, shared or
commented on posts of the page. It shows how much
people interact with the content.
ER
- In terms of the average post (ERpost)
- In terms of the average day (ERday)
For each page Popsters calculates two types of
ER metric:
Average Engagement Rate of Pages by Count of Followers
Methodology
The text refers to a Popsters study with data about 2021. The full text can be found at -
https://popsters.com/blog/post/social-media-audience-activity-global-research-2021

Short is 298.9% more than
on Long
Long
Short
0%
30%
60%
45%
15%
13.0
51.9
35.1
Long Medium Short
Monday activity is 77% more than
on Sunday
Sun
Mon
Sun Mon Tue Wed Thu Fri Sat
0%
5%
10%
15%
20%
9.0
15.9 15.7 15.5 15.4 15.5
13.0
The data suggests that in 2021, the average relative activity of Facebook users was lower on Sundays
(11.4%) compared to weekdays (15.1%-15.7%). In 2022, the average relative activity on Sundays
decreased further to 9.0%, while the activity on weekdays remained relatively stable (15.4%-15.9%). The
diﬀerence in activity between weekends (Saturday and Sunday) and weekdays in 2022 was around 29%,
which represents a signiﬁcant change.
INSIGHT
Facebook
OK

2.9
0:00
1.8
1:00
1.3
2:00
1.1
3:00
1.1
4:00
1.2
5:00
1.6
6:00
3.1
7:00
4.7
8:00
5.9
9:00
7.1
10:00
7.6
11:00
6.6
12:00
5.9
13:00
6.3
14:00
6.0
15:00
5.9
16:00
6.5
17:00
5.7
18:00
5.2
19:00
4.4
20:00
3.5
21:00
2.9
22:00
2.1
23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
2%
4%
6%
5%
3%
1%
8%
7%
This shift in activity patterns can be attributed to various factors, such as changes in users' daily routines,
schedules, or habits. For instance, users might be devoting more time to other activities on Sundays, such
as spending time with family or engaging in leisure activities, resulting in decreased activity on the
platform. Additionally, some users might take a digital detox day on Sundays, which could also contribute
to lower activity on the platform.
Activity at 11:00 is 618% more
than at 3:00-4:00
3:00-
4:00
11:00
Facebook

Text is 194.4% more than
Video
Text Video
Text Link
Image Video
0%
20%
40%
30%
10%
35.3
25.0
12.0
27.7
Long Medium Short
0%
2%
4%
6%
8%
1.06 4.58 6.82 1.64 6.43 7.85 1.67 6.51 7.64 1.77 6.44 7.41 1.68 6.35 7.36 1.54 5.87 7.64 0.70 3.26 5.77
Relative Activity by Text Length in Posts by Days of Week
In 2022, the average Engagement Rate for Facebook pages increased signiﬁcantly compared to 2021
across all categories of audience size. The Engagement Rate for pages with less than 1000 followers rose
from 5.52% in 2021 to 9.82% in 2022, representing a relative increase of 78%. Likewise, the Engagement
Rate for pages with audience size between 1k-10k increased from 1.43% in 2021 to 1.70% in 2022, a
relative increase of 19%. The Engagement Rate for pages with audience size between 10k-20k increased
from 0.74% in 2021 to 1.42% in 2022, a relative increase of 91%. The Engagement Rate for pages with a
large audience size (greater than 1 million followers) increased the least, from 0.05% in 2021 to 0.08% in
2022, a relative increase of 60%. Despite this increase, it remains challenging to engage the audience and
increase post activity for large audience-size pages.
Facebook

Long Medium Short
0%
1%
2%
3%
4%
5%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
1.82
0.77
0.13
0:00
0.96
0.61
0.10
1:00
0.73
0.39
0.05
2:00
0.57
0.39
0.05
3:00
0.56
0.38
0.05
4:00
0.73
0.37
0.04
5:00
0.92
0.48
0.08
6:00
2.00
0.84
0.12
7:00
3.17
1.23
0.24
8:00
3.42
2.06
0.41
9:00
3.71
2.79
0.71
10:00
4.26
2.79
0.69
11:00
3.26
2.79
0.65
12:00
2.85
2.52
0.60
13:00
3.14
2.64
0.62
14:00
2.64
2.81
0.68
15:00
2.77
2.61
0.64
16:00
3.01
2.89
0.69
17:00
2.44
2.69
0.69
18:00
2.52
2.15
0.51
19:00
2.17
1.78
0.38
20:00
1.87
1.30
0.28
21:00
1.54
1.04
0.22
22:00
1.08
0.77
0.14
23:00
Relative Activity by Text Length in Posts by Hours of Day
View Source
CEO Popsters
Arseniy Kushnir
It's important to highlight the changes made to the social network's news feed. According to
Facebook representatives, while at the beginning of 2023 the proportion of recommended content
from pages you aren't followed to in the feed was at 15%, by the end of the year they plan to double
that percent. Additionally, the performance of Reels recommendation algorithms has improved,
resulting in a 15% increase in the average time spent watching video content in the news feed.
According to Hootsuite data, only 54.9% of the audience are following to or somehow interact with
brand or company pages. In the context of increasing recommendations, improving algorithms, and
low audience reach, focusing on content quality and utilizing new formats can signiﬁcantly boost your
page's performance. Additionally, for business pages, it's important to consider that Gen Z prefers
chat forms over phone calls for consultation. Utilizing Facebook Messenger can greatly impact
audience conversion into customers.
Facebook

Engagement Rate growth across all categories may be attributed to several factors: one probable reason
is a decrease in the volume of content posted on Facebook (average posting frequency has decreased by
30%), which has lowered the level of competition for reader attention. It is also likely that the Facebook
algorithm has changed, resulting in posts with better matching user interests. Finally, the increase in
average user activity time on Facebook has also inﬂuenced the average ER of posts.
1.83
3.19
2.87
2.72
1.77
1.06
0.69 0.59
7.59
0
10
5
ERday
2
10k - 20k
3
20k - 50k
5
50k - 100k
5
100k - 200k
11
500k - 1M
11
200k - 500k
11
> 1M
1
1k - 10k
1
< 1k
Posts per day
Followers
9.82
1.70 1.42
1.05 0.73 0.43 0.24
0.11 0.08
0
10
5
ERpost
2
10k - 20k
3
20k - 50k
5
50k - 100k
5
100k - 200k
11
500k - 1M
11
200k - 500k
11
> 1M
1
1k - 10k
1
< 1k
Posts per day
Followers
Facebook

Medium is 94.6% more than
on Long
Long
Medium
0%
30%
60%
45%
15%
24.3
28.3
47.3
Long Medium Short
Friday activity is 41.1% more than
on Sunday
Sun
Fri
0%
5%
10%
15%
20%
11.2
15.6 15.1 15.3
15.0
15.8
12.1
Instagram users activity in 2021 showed peak engagement between 10:00 am and 8:00 pm, with the
highest concentration at 10:00 am. The least active time for users was between 12:00 am and 5:00 am. In
2022, the most active time for users shifted to between 8:00 am and 7:00 pm, with peak engagement
occurring around 8:00 am and 5:00 pm, and the least active time being between 12:00 am and 3:00 am.
INSIGHT
Instagram
AM

It is notable that there was an increase in activity during nighttime hours, particularly between 0:00 and
2:00 am, in 2022. This shift could be due to users spending more time on their phones before bed or
changes in daily habits. The shift in peak activity from 10:00 am in 2021 to 8:00 am in 2022 could suggest
a change in the average wake-up time of Instagram users, which could be attributed to a return to working
and daily routines post-pandemic.
1.9
0:00
1.3
1:00
1.0
2:00
0.8
3:00
0.8
4:00
0.8
5:00
1.0
6:00
1.6
7:00
2.8
8:00
4.4
9:00
5.9
10:00
6.7
11:00
7.0
12:00
6.8
13:00
7.0
14:00
7.2
15:00
7.0
16:00
7.4
17:00
7.2
18:00
6.3
19:00
5.3
20:00
4.2
21:00
3.3
22:00
2.5
23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
2%
4%
6%
5%
3%
1%
8%
7%
than at 3:00-5:00
3:00-
5:00
17:00
Instagram

0%
3%
6%
9%
1.92 5.51 3.35 3.44 8.22 4.09 3.38 7.94 3.90 3.38 8.18 3.88 3.36 7.87 3.85 3.59 8.36 4.17 2.15 5.92 3.55
Long Medium Short
Despite a consistent pattern of audience engagement and little change in trends since 2021, Instagram
continues to be a dynamic platform for users, brands, and businesses. The Engagement Rate of the
average Instagram page has remained largely unchanged. Posts with medium-length text have
maintained high engagement, with an average relative activity rate of 47.3%. Image attachments also
continue to be highly engaging, with a relative activity rate of 31.9%. Videos have a lower Engagement
Rate on the platform, attracting only 19.3% relative engagement, with image posts receiving 60% more
reactions on average than videos.
Link
Link
Text
Text Link
Image
0%
20%
40%
30%
10%
33.3 31.9
19.3
15.5
Video
Instagram

0%
1%
2%
3%
4%
5%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
0.85
0.67
0.28
0.48
0.55
0.16
0.36
0.43
0.13
0.31
0.35
0.10
0.29
0.31
0.09
0.26
0.32
0.11
0.31
0.44
0.15
0.41
0.75
0.28
0.67
1.40
0.62
1.10
2.31
0.89
1.36
3.34
1.26
1.62
3.82
1.45
1.75
3.89
1.49
1.63
3.72
1.48
1.72
3.83
1.49
1.78
3.92
1.60
1.73
3.88
1.49
1.78
4.16
1.64
1.85
4.01
1.57
1.63
3.44
1.33
1.50
2.74
1.03
1.31
2.08
0.72
1.16
1.50
0.54
0.86
1.12
0.39
Long Medium Short
Instagram
In recent years, Instagram has eﬀectively integrated its video platform IGTV with Reels by creating a
separate feed for them, adding recommendations in the regular posts feed, and enabling seamless
scrolling from recommended Reels to videos from other sources that the user has not followed to. This
has led to a 22% increase in the average Engagement Rate for videos compared to 2021, likely resulting
in a positive eﬀect on the average app usage duration.
However, the increase in the share of recommended content has decreased the share of brand posts in
the feed (non-promoted content), resulting in a 4% decrease in the average Engagement Rate per post
and a 7% decrease in the average daily Engagement Rate.

2.50
1.95
2.00 2.04 2.15 2.10 2.14
2.77
8.36
0
10
5
ERday
1
10k - 20k
1
20k - 50k
1
50k - 100k
2
100k - 200k
2
500k - 1M
2
200k - 500k
3
> 1M
1
1k - 10k
1
< 1k
Posts per day
Followers
12.22
3.83
2.59
2.29
2.14
1.82
1.48
1.38
1.52
0
15
5
ERpost
1
10k - 20k
1
20k - 50k
1
50k - 100k
2
100k - 200k
2
500k - 1M
2
200k - 500k
3
> 1M
1
1k - 10k
1
< 1k
Posts per day
Followers
Instagram

The analysis of the Relative Activity
across different days of the week shows
that Twitter activity is most prominent
during the conventional workweek and
experiences a significant decline over
the weekend. This is likely because many
individuals use the platform during their
workday to keep abreast of current
events, network and share information.
They may have limited time to engage
with the platform over the weekend.
Twitter activity saw a decline during the
early morning hours (midnight to 6am) in
2022, compared to 2021. However, there
was a slight increase in activity observed
during the afternoon and early evening
hours (3pm to 8pm) in 2022.
INSIGHT
0%
5%
10%
15%
20%
5.2
16.0 16.0
15.5 15.7
16.8
14.8
Website
CEO Popsters
Arseniy Kushnir
With each passing year, Twitter is losing more and
more video activity. Such tweets are gaining fewer
views compared to other social media platforms,
making it the lowest among them. Probably, this is
due to the growing competition from TikTok,
Instagram Reels, and YouTube Shorts.
On the other hand, posts with any kind of links
attract more attention than on any other platform,
with a noticeable 12% increase from last year.
Additionally, the average posting frequency is
significantly higher on this platform, which can be
convenient for text-based broadcasts, audience
communication, and creative mechanics. I think, the
platform remains the most effective for any media
and personal recommendations.
on Sunday
Sun
Fri
Twitter

than at 5:00
5:00
17:00
An examination of activity by hour of the day reveals a pattern of activity rising throughout the morning
and afternoon, reaching a peak at 7pm, with 5.6% of average posts relative activity at that time, before
declining in the evening. The least active hour was 5am, with 2.1% of relative activity level for posts.
Despite Twitter increased the maximum length of tweets, short-text posts remain the most active. The
activity by content type is similar to that of the previous year, with video posts having a low level of activity,
but posts with links having the highest engagement among all social media networks.
3.4
0:00
2.8
1:00
2.5
2:00
2.2
3:00
2.2
4:00
2.1
5:00
2.7
6:00
3.1
7:00
3.6
8:00
4.5
9:00
5.1
10:00
5.2
11:00
5.2
12:00
5.3
13:00
5.2
14:00
5.1
15:00
5.3
16:00
5.6
17:00
5.4
18:00
5.1
19:00
5.0
20:00
5.1
21:00
4.5
22:00
3.9
23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
2%
4%
5%
3%
1%
6%
Twitter

Video
Text Video
Text Link
Video
Image
0%
20%
40%
30%
10%
37.8
28.0
2.2
32.1
on Medium
Medium
Short
0%
40%
80%
60%
20%
68.0
32.0
Medium Short
The frequency of postings has increased in nearly all categories by almost 2 times compared to 2021, with
the exception of pages with an audience of 10,000 to 20,000 subscribers, while the overall average
engagement rate of the network has risen by 52%. All of this may indicate a growth in audience activity,
as well as an increase in the number of active Twitter users. Interestingly, the frequency of posting is
proportional to the size of the audience. This may mean that smaller accounts are usually more active in
terms of personalization and content quality, while larger pages may focus more on reach, audience
feedback, and promotion.
Twitter

0%
3%
6%
9%
12%
4.51 10.34 5.17 10.88 5.07 10.83 4.83 10.65 4.99 11.41 4.49 11.19 1.65 3.99
Medium Short
0%
1%
2%
3%
4%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2.36
0.95
0:00
1.95
0.73
1:00
1.77
0.65
2:00
1.53
0.56
3:00
1.53
0.58
4:00
1.46
0.52
5:00
1.92
0.70
6:00
2.24
0.73
7:00
2.65
0.87
8:00
3.23
1.19
9:00
3.74
1.43
10:00
3.70
1.52
11:00
3.71
1.57
12:00
3.81
1.51
13:00
3.63
1.67
14:00
3.54
1.63
15:00
3.71
1.74
16:00
3.96
1.81
17:00
3.70
1.82
18:00
3.53
1.63
19:00
3.50
1.57
20:00
3.75
1.36
21:00
3.24
1.20
22:00
2.84
1.04
23:00
Medium Short
Twitter

73.99
29.71 20.69
14.56
4.04
1.72
124.97
0
140
70
ERday
11
10k - 20k
16
20k - 50k
17
50k - 100k
15
100k - 200k
17
500k - 1M
28
200k - 500k
20
> 1M
Posts per day
Followers
10.74
5.12
2.93
2.64
1.20
0.53
0.32
0
12
6
ERpost
11
10k - 20k
16
20k - 50k
17
50k - 100k
15
100k - 200k
28
200k - 500k
17
500k - 1M
20
> 1M
Posts per day
Followers
Twitter

on Short
Short
Medium
0%
30%
45%
15%
38.1
19.6
42.3
Long Medium Short
The analysis of the relative activity of videos published on diﬀerent days of the week in 2022 compared
to 2021 indicates a decrease in engagement on Sundays and a slight change in the distribution of
audience engagement on weekdays. It can be noted that there is a gradual increase in activity from
Monday to Friday, from 15% at the beginning of the week to 17.1% by Friday.
In terms of relative activity by hours, there was a decline in engagement during late-night and
early-morning hours in 2022 compared to 2021, with an increase during daytime and early evening hours.
INSIGHT
on Sunday
Sun
Fri
0%
5%
10%
15%
20%
5.7
15.0
15.8
16.2 16.3
17.1
13.9
YouTube
E

than at 4:00
4:00
17:00
2.9
0:00
2.1
1:00
1.8
2:00
1.4
3:00
1.3
4:00
1.4
5:00
1.6
6:00
2.2
7:00
2.8
8:00
3.6
9:00
4.6
10:00
5.2
11:00
5.9
12:00
6.1
13:00
6.2
14:00
6.5
15:00
6.8
16:00
7.1
17:00
6.8
18:00
6.2
19:00
5.6
20:00
4.6
21:00
4.1
22:00
3.2
23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
2%
4%
6%
5%
3%
1%
8%
7%
YouTube
Videos with medium-length descriptions tend to have
the highest relative audience engagement in 2022.
There are also noticeable patterns in audience
engagement levels based on the day and time of day.
Engagement tends to be higher during weekdays and
during mid-day, with a peak in engagement around
2-3pm. Conversely, engagement levels are signiﬁcantly
lower on Sundays.
YouTube shows a signiﬁcant increase in activity towards
the end of the workday and at the end of the
workweek, indicating a higher percentage of working
individuals among the platform's audience. This trend
may also suggest that users turn to YouTube after
completing a substantial portion of their work tasks.

Long Medium Short
0%
1%
2%
3%
4%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0.42
1.32
1.07
0:00
0.35
0.90
0.72
1:00
0.28
0.82
0.64
2:00
0.19
0.62
0.54
3:00
0.19
0.58
0.49
4:00
0.21
0.61
0.51
5:00
0.20
0.69
0.59
6:00
0.29
0.96
0.84
7:00
0.38
1.27
1.04
8:00
0.59
1.58
1.44
9:00
0.71
2.05
1.86
10:00
0.92
2.27
1.98
11:00
1.07
2.79
2.16
12:00
1.11
2.84
2.20
13:00
1.25
2.78
2.28
14:00
1.30
2.99
2.31
15:00
1.30
3.16
2.53
16:00
1028
3.18
2.70
17:00
1.21
3.06
2.66
18:00
1.16
2.79
2.33
19:00
0.89
2.53
2.18
20:00
0.72
2.01
1.84
21:00
0.71
1.83
1.52
22:00
0.52
1.55
1.11
23:00
0%
4%
2%
6%
8%
5.00 5.79 2.52 5.96 7.10 2.82 6.13 7.30 2.77 6.19 7.09 2.89 6.57 7.65 3.15 5.72 6.75 2.71 2.05 2.55 1.28
Long Medium Short
Videos with descriptions of medium to long length have the highest level of activity, underscoring the
importance of proper video descriptions. This is likely to impact video search results and is taken into
account by the network's recommendation system.
YouTube

8.49
4.59 3.71 2.99 2.24 2.08 2.34
1.36
46.10
0
50
25
ERday
2
10k - 20k
1
20k - 50k
2
50k - 100k
2
100k - 200k
20
500k - 1M
3
200k - 500k
7
> 1M
1
1k - 10k
2
< 1k
Posts per day
Followers
The Engagement Rate increased for most categories and the posting frequency also saw a rise, with the
highest increase seen for pages with more than 500,000 followers. This could be attributed to the active use
of Shorts - large channels often use this format as teasers for upcoming videos or as compilations of the best
moments from previous ones.
Furthermore, an interesting observation is that Shorts on smaller channels have demonstrated considerable
success in gaining visibility within the recommendation feed. Therefore, for those who are in the process of
launching a new channel, it may be worthwhile to consider incorporating Shorts content into their strategy
to help boost initial visibility and engagement.
31.67
7.51
3.39 3.43
3.07
2.50 2.33
1.71 1.33
0
40
20
ERpost
2
10k - 20k
1
20k - 50k
2
50k - 100k
2
100k - 200k
20
500k - 1M
3
200k - 500k
7
> 1M
1
1k - 10k
2
< 1k
Posts per day
Followers
YouTube

Monday, Tuesday activity is 51.7% more
than on Sunday
Sun
Mon, Tue
0%
5%
10%
15%
20%
10.4
15.8 15.8 15.6 15.7
14.9
11.8
The behavior of TikTok users has
undergone slight changes over the past
year. On average, the relative activity on
videos posted on weekdays has
increased, while that on videos posted
on weekends (Saturday and Sunday) has
decreased. The activity on videos posted
on Monday and Tuesday has noticeably
increased compared to the previous year.
An analysis of activity during different
hours of the day reveals a decrease in
activity during early morning hours (1-5
a.m.) and an increase during daytime and
evening hours.
Interesting patterns are also evident in
the data. The highest activity on TikTok is
observed during daytime and evening
hours, with a peak around 6 p.m. This
suggests that TikTok is used as a leisure
activity during free time. In contrast,
activity levels consistently remain lower
between midnight and 3 a.m., implying
that this is not a prime time for content
engagement.
INSIGHT
Website
CEO Popsters
Arseniy Kushnir
TikTok, like Instagram, is predominantly a mobile
social network. According to HypeStat, the
audience of mobile devices is more than 83%,
which makes it a direct competitor to Instagram in
the field of video, and competition with Reels in
2022-2023 could negatively affect activity.
However, the music platform TikTok is implemented
much better, and the average age of the audience is
younger (data differs from various sources, but it is
about 64% of users under 30, compared to 52% on
Instagram), which positively affects trends
formation. According to our assumptions, the main
video memes and themes on Instagram migrate
from TikTok.
TikTok

than at 5:00
5:00
17:00
2.5
0:00
1.9
1:00
1.4
2:00
1.1
3:00
1.0
4:00
0.7
5:00
0.8
6:00
0.8
7:00
1.2
8:00
2.2
9:00
3.3
10:00
4.5
11:00
6.2
12:00
7.0
13:00
7.3
14:00
7.8
15:00
8.2
16:00
8.3
17:00
7.9
18:00
7.2
19:00
6.2
20:00
5.2
21:00
4.1
22:00
3.3
23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
2%
4%
6%
5%
3%
1%
7%
8%
9%
In 2022, the TikTok audience showed lower Engagement Rates compared to 2021, regardless of
audience size. Pages with an audience size less than 1k had the highest average Engagement Rate of
46.45%, while pages with an audience size larger than 1 million had the lowest average of 2.27%. The
number of posts per day also decreased in 2022, with the highest average of 2 posts per day for pages
with an audience size less than 1k and the lowest average of 1 post per day for all other audience sizes.
The decrease in Engagement Rates from 2021 to 2022 can be attributed to various factors, including
increased competition on the platform as TikTok becomes more popular and more users post content.
Changes in algorithms determining which posts are shown to users can also impact Engagement Rates,
as well as changes in user behavior, such as decreased time spent on the app or changes in content
engagement preferences.
TikTok

39.95
13.79
9.68
5.44 4.76 3.63 2.39 2.27
46.45
0
50
10
40
30
20
ERday
1
10k - 20k
1
20k - 50k
1
50k - 100k
1
100k - 200k
1
500k - 1M
1
200k - 500k
1
> 1M
1
1k - 10k
2
< 1k
Posts per day
Followers
40.44
43.96
13.08
9.24
5.63 5.00 4.58
2.79 2.37
0
50
20
10
30
40
ERpost
1
10k - 20k
1
20k - 50k
1
50k - 100k
1
100k - 200k
1
500k - 1M
1
200k - 500k
1
> 1M
1
1k - 10k
2
< 1k
Posts per day
Followers
These findings underscore the significance of understanding the behavior of TikTok users in order to
reach and effectively engage with this audience. The changes in activity levels and patterns emphasize the
need for content creators and advertisers to continually adapt and refine their strategies to reach their
target audience.
TikTok

on Long
Long
Short
0%
30%
45%
15%
20.6
44.0
35.4
Long Medium Short
The data analysis reveals that there has been a decline in the relative audience engagement on VK on
Sundays, which decreased from 12.5% in 2021 to 6.0% in 2022, resulting in a 52% decrease in activity.
Conversely, there has been a rise in the relative audience engagement on weekdays (Monday to Friday)
from 14.8% to 16.1% in 2022. The relative audience engagement on Saturdays in 2021 was 12.8%, while
in 2022 it increased to 13.8%, marking an 8% rise in activity compared to the previous year.
INSIGHT
Monday activity is 170.8% more than
on Sunday
Sun
Mon
0%
5%
10%
15%
20%
6.0
16.2 15.8 16.0 16.1 16.1
13.8
VK

2.4
0:00
1.5
1:00
1.0
2:00
0.9
3:00
0.9
4:00
1.1
5:00
2.0
6:00
2.9
7:00
4.0
8:00
5.1
9:00
5.9
10:00
6.1
11:00
6.7
12:00
6.3
13:00
6.3
14:00
6.3
15:00
6.3
16:00
6.3
17:00
6.1
18:00
5.6
19:00
5.1
20:00
4.5
21:00
3.8
22:00
2.9
23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
2%
4%
6%
5%
3%
1%
7%
than at 3:00-4:00
3:00-
4:00
12:00
The analysis of relative audience engagement by text length in posts on VK reveals an increase in activity
for posts with shorter text and a decrease in activity for posts with longer text. Furthermore, the analysis of
relative audience engagement by attachments in posts shows a slight increase in activity for posts with
images and a decrease in activity for posts with videos. These changes in user behavior could reflect a
preference for more visually-driven content and concise information.
The activity patterns of VK users by time of day have demonstrated a high degree of similarity to those of
Facebook users. In terms of content engagement, the average activity for video posts on VK has increased
compared to the previous year, while the average activity for advertising posts has decreased. Despite
these fluctuations, the average Engagement Rate for pages across different categories on VK has
remained largely unchanged since 2021.
VK

Image is 130.4% more than
Link
Image Link
Text Link
Video
Image
0%
20%
40%
30%
10%
32.1 32.4
21.5
14.0
0%
4%
2%
6%
8%
2.63 5.52 6.70 2.92 6.30 6.80 2.95 6.36 6.75 2.94 6.28 6.91 3.01 6.36 6.92 2.45 5.36 6.79 0.81 1.92 3.36
Long Medium Short
After analyzing the data, we observed a minor increase in the frequency of posts in VK, accompanied by
an increase in both daily Engagement Rate (ERday) and per-post Engagement Rate (ERpost) for most
categories of pages. The observed increase in competition within the feed and an increase in the
Engagement could be indicative of a noteworthy rise in social network traﬃc and average user online
time.
VK

Website
VK Press Team
In 2022, VK released over 250 product and technology updates. For example, we extensively
updated key sections of the app, such as the feed, communities, profile, and other products. All
changes were driven by the growth of media content consumption, audience demand for fast access
to content, and maximum UX simplification. Thanks to these innovations, all key social network
indicators grew. For instance, in January-February 2023, the number of views in the feed increased by
46% year over year, and the number of comments on the platform increased by 43%.
The number of authors and content on VK is also growing overall. In 2022, over 6.3 billion pieces of
content were published on the platform, including posts, clips, articles, videos, music, and other
formats. As competition grows, content makers need to engage the audience from the first lines and
pixels, use bright visual content, experiment with different posting and communication formats - from
chats and calls to clips and NFT.
We also significantly improved the quality of recommendations in VK Clips in January, which alone
allowed us to increase the time users spend watching clips by 30% and the number of views by 17%.
Overall, in February, views in VK Clips increased 2.5 times compared to the previous year, and time
spent increased 3.2 times.
0%
1%
2%
3%
4%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
1.31
0.66
0.22
0.83
0.40
0.13
0.55
0.27
0.12
0.47
0.24
0.08
0.48
0.24
0.11
0.62
0.29
0.11
0.98
0.63
0.23
1.52
0.89
0.35
1.95
1.40
0.55
2.31
2.00
0.76
2.52
2.54
1.02
2.58
2.66
1.09
2.74
3.00
1.19
2.64
2.78
1.10
2.53
2.78
1.16
2.51
2.82
1.18
2.53
2.75
1.12
2.52
2.76
1.12
2.57
2.62
1.06
2.45
2.30
0.91
2.35
1.99
0.78
2.12
1.65
0.58
1.88
1.27
0.47
1.46
0.90
0.33
0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Long Medium Short
VK

1.80
1.23 1.43 1.49 1.33
1.15
0.74
0.59
9.68
0
10
5
ERday
4
10k - 20k
7
20k - 50k
7
50k - 100k
8
100k - 200k
11
500k - 1M
11
200k - 500k
13
> 1M
2
1k - 10k
2
< 1k
Posts per day
Followers
For pages with an audience of 1000+ followers, the average ERpost increased by 34%, and the number
of posts in the feed increased by 14% (post frequency statistics do not show fractional values in the table).
Overall, the activity of the audience on VK increased by 52%. These changes could be attributed to the
introduction of VK clips and the migration of part of the audience from other social networks.
6.36
1.30
0.62
0.50 0.39 0.29
0.16 0.10 0.06
0
8
4
ERpost
4
10k - 20k
7
20k - 50k
7
50k - 100k
8
100k - 200k
11
500k - 1M
11
200k - 500k
13
> 1M
2
1k - 10k
2
< 1k
Posts per day
Followers
VK

on Sunday
Sun
Fri
0%
5%
10%
15%
20%
8.4
15.8
15.5 15.6 15.4
15.9
13.4
Website
Manager of Strategic Development at OK
Pavel Borisov
The key trends of 2022 in OK, which smoothly transitioned into 2023, include users spending
signiﬁcantly more time in the feed for content viewing (+30%), and the diversity of this content is
growing - primarily due to the work of OK with unique authors and media.
Over the year, more than 60,000 unique authors have come to OK, and the coverage of author
content has increased by one and a half times: we have increased the share of groups in users' feeds
from 31% to 46%. In 2023, we plan to continue to increase this indicator, to give authors and all
high-quality groups in the social network more opportunities to interact with the audience.
For us, it is important to support authors and create tools that meet their needs and make their path
of development in the social network productive. To do this, last year we launched the "Lightning"
algorithm. The algorithm selects the best new groups in OK and helps them increase the reach of
publications and gain the ﬁrst loyal follower base. As a result, over six months, about 3,000 new
authors passed through "Lightning".
Reach in OK now can be converted into money thanks to two new monetization programs: both in
video format and in any other format in the social network's news feed. In addition to this, authors
value personal support and the opportunity to ask questions when necessary. Therefore, a separate
team is working in OK that is constantly in touch with authors and answers all their questions.
OK

1.4
0:00
0.9
1:00
0.8
2:00
0.7
3:00
0.9
4:00
1.1
5:00
1.6
6:00
2.3
7:00
4.0
8:00
5.5
9:00
7.2
10:00
7.2
11:00
7.9
12:00
6.9
13:00
7.2
14:00
6.9
15:00
7.2
16:00
6.5
17:00
6.7
18:00
4.9
19:00
4.4
20:00
2.8
21:00
2.9
22:00
2.0
23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
2%
4%
6%
5%
3%
1%
8%
7%
The statistics show a shift in the average relative activity of OK social media users in 2022 compared to
2021. Sundays are now associated with a lower average relative activity (8.4%) compared to 2021
(11.4%). Conversely, Monday and Friday show an increase in activity, reaching 15.8% and 15.9%
respectively.
The data also suggests an increased engagement in the morning and early afternoon hours of 2022, with
a peak at 10am, compared to the previous year. However, activity levels in the evenings and late night
hours have decreased.
INSIGHT
than at 3:00
3:00
12:00
OK

The length of text and type of attachments in posts have also impacted user engagement patterns. Posts
with medium-length text have experienced a signiﬁcant increase in relative activity (49.7%) compared to
2021 (40.8%), while long-text posts have seen a decrease (9.0% in 2022, 20.8% in 2021). Similarly, there
has been a decrease in the relative activity of posts with link attachments (13.7% in 2022, 14.4% in 2021)
and image attachments (33.5% in 2022, 35.6% in 2021).
These changes may be attributed to various factors such as changes in user preferences or new platform
features, or increased selectivity in content engagement. During weekdays (Monday-Friday), medium-text
posts have the highest relative activity, with Thursday showing the maximum. Conversely, on weekends
(Saturday and Sunday), higher relative activity is presented by short-texts. During daytime and early
evening hours (8am-6pm), medium-text posts have higher engagement level, peaking at 12pm.
Meanwhile, short-text posts are more eﬃcient during early morning and late night hours (12am-7am).
on Long
Long
Medium
0%
30%
60%
45%
15%
9.0
41.3
49.7
Long Medium Short
Image is 144.5% more than
Link
Image Link
Text Link
Image Video
0%
20%
40%
30%
10%
31.0
33.5
21.8
13.7
OK

0%
1%
2%
3%
4%
5%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0.54
0.66
0.03
0.40
0.31
0.04
0.37
0.26
0.02
0.35
0.29
0.02
0.48
0.34
0.03
0.55
0.42
0.04
0.73
0.72
0.09
0.96
1.18
0.11
1.80
1.87
0.21
2.15
2.99
0.30
2.62
4.17
0.59
2.42
4.47
0.47
2.84
4.72
0.61
2.30
4.29
0.46
2.57
4.30
0.51
2.46
4.18
0.49
2.61
4.29
0.57
2.20
3.88
0.50
2.54
3.80
0.57
1.94
2.66
0.30
1.93
2.07
0.21
1.22
1.37
0.13
1.46
1.06
0.14
1.01
0.71
0.06
0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Long Medium Short
The data also indicates an overall increase in Engagement Rates and posting frequencies for all
categories in 2022 compared to 2021. The <1k category shows the highest increase in Engagement Rate,
from 3.25% in 2021 to 5.27% in 2022, followed by the 1k-10k category, which increased from 0.56% in
2021 to 0.78% in 2022.
0%
4%
2%
6%
8%
10%
0.65 7.17 5.48 1.16 8.65 5.96 1.26 8.72 5.96 1.30 8.59 5.64 1.29 8.87 5.90 1.18 7.55 5.90 0.76 3.85 4.15
Long Medium Short
OK

1.60 1.51
1.20
0.98 0.81 0.70 0.81
0.35
11.09
0
12
3
9
6
ERday
7
10k - 20k
8
20k - 50k
11
50k - 100k
10
100k - 200k
23
500k - 1M
19
200k - 500k
14
> 1M
4
1k - 10k
3
< 1k
Posts per day
Followers
5.27
0.78
0.33
0.24 0.18 0.12 0.06 0.05 0.03
0
6
2
4
ERpost
7
10k - 20k
8
20k - 50k
11
50k - 100k
10
100k - 200k
23
500k - 1M
19
200k - 500k
14
> 1M
4
1k - 10k
3
< 1k
Posts per day
Followers
An increase in the average Engagement Rate of OK pages can be attributed to the growth in the total
audience size and their increased activity on the platform. A larger audience leads to a higher number of
interactions and engagement with posts, resulting in an increased Engagement Rate.
OK

Wednesday, Thursday activity is 167.5%
more than on Sunday
Sun
Wed, Thu
0%
5%
10%
15%
20%
6.2
16.3 16.1 16.6 16.6
15.9
12.4
Website
CEO Popsters
Arseniy Kushnir
According to Statista, the Telegram audience grew
to 700 million in 2023, compared to 500 million the
previous year. Additionally, the average monthly
online time increased by 33% from 2022, reaching
3 hours and 57 minutes (Datareportal data). Despite
a drop in the average level of involvement, the
increase in audience size suggests signiﬁcant
competition among channels, and users are
increasingly using Telegram as a messenger. For
comparison, WhatsApp's average online time per
month is 17 hours and 20 minutes, a 6% decrease
from the previous year. While Telegram has not yet
reached the same level of activity, the addition of
new features suggests a positive trend in its favor.
In our opinion, Telegram is currently the most
underestimated platform for publishing and
promoting content.
The Activity by Days of Week of the
Telegram audience has exhibited a
relatively stable trend comparing to
2021, except for a decline observed on
Sundays.
In 2022 the activity during weekdays was
generally higher, with the highest levels
observed on Wednesday and Thursday.
Conversely, weekends exhibit relatively
lower Engagement Rates, with the lowest
being on Sundays.
Throughout the day, the level of activity
reduces, reaching its peak during the
morning and early afternoon, while the
minimum levels occur in the early
morning.
INSIGHT
Telegram
M

Activity at 15:00 is 1130%
more than at 3:00
3:00
15:00
Unlike VK and other social networks, Telegram exhibits the lowest level of activity for posts published
during early morning hours, and conversely, the highest level of activity after 1:00 pm. This suggests that
the Telegram audience is more actively engaged with the platform during working hours and is likely
used frequently for work-related communications.
1.6
0:00
1.1
1:00
0.8
2:00
0.6
3:00
0.7
4:00
0.9
5:00
1.3
6:00
2.2
7:00
3.6
8:00
4.9
9:00
6.2
10:00
6.7
11:00
7.3
12:00
6.7
13:00
7.0
14:00
7.5
15:00
7.0
16:00
7.1
17:00
7.0
18:00
5.8
19:00
4.9
20:00
3.9
21:00
3.1
22:00
2.3
23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0%
2%
4%
6%
5%
3%
1%
8%
7%
Telegram

Link
Text Link
Text Link
Image Video
0%
20%
40%
30%
10%
31.2
27.8
22.0
19.0
on Long
Long
Medium
0%
30%
45%
15%
25.4
32.3
42.2
Long Medium Short
In 2022, engagement level on posts with images was the highest, at 27.8%, compared to 26.1% in 2021.
Video post engagement increased from 18.8% in 2021 to 22.0% in 2022, while engagement on link/ad
posts decreased from 24.5% in 2021 to 19.0% in 2022. This suggests that the Telegram audience may be
showing increasing interest in posts with visual content, such as images and videos.
Telegram

Long Medium Short
0%
1%
2%
3%
4%
5%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0.55
0.71
0.20
0.34
0.43
0.13
0.26
0.31
0.08
0.21
0.26
0.06
0.23
0.28
0.08
0.28
0.36
0.10
0.41
0.57
0.20
0.69
0.94
0.30
1.09
1.76
0.61
1.50
2.48
0.89
1.78
3.34
1.18
1.90
3.63
1.32
2.25
3.90
1.42
2.05
3.68
1.26
2.07
3.87
1.35
2.21
4.17
1.42
2.13
3.86
1.34
2.14
3.75
1.42
2.07
3.70
1.42
1.77
3.08
0.93
1.57
2.33
0.79
1.30
1.75
0.56
1.08
1.42
0.41
0.76
0.99
0.32
0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
0%
3%
6%
9%
2.60 6.43 4.13 3.57 7.81 5.03 3.67 7.88 4.91 3.75 8.14 5.06 3.48 8.09 5.17 2.87 6.70 4.48 1.14 3.00 2.10
Long Medium Short
Telegram

1.76 1.93 1.78
2.53
2.06 1.97
6.17 6.18
3.22
0
8
2
6
4
ERday
14
10k - 20k
13
20k - 50k
19
50k - 100k
28
100k - 200k
26
500k - 1M
19
200k - 500k
42
> 1M
9
1k - 10k
4
< 1k
Posts per day
Followers
1.61
0.44
0.39
0.21 0.24 0.26
0.18
0.32
0.15
0
2
1
ERpost
14
10k - 20k
13
20k - 50k
19
50k - 100k
28
100k - 200k
26
500k - 1M
19
200k - 500k
42
> 1M
9
1k - 10k
4
< 1k
Posts per day
Followers
Average Visibility Rate of Pages by Count of Followers
While the metric used for measuring engagement level on Telegram is called the "Visibility Rate" (VR)
indicator, it functions similarly to an "Engagement Rate" (ER). Telegram's VR is relatively low, reaching
1.61% for small channels and declining to below 0.5% for all categories of pages as the audience size
increases. This is likely due to Telegram's app structure, which lacks a dedicated feed of publications and
requires users to open the channel or have posts forwarded to chats for viewing. Despite this, Telegram
has an extremely high publication frequency, with the average channel posting at least 9 posts per day,
positively aﬀecting the overall VR on an average day.
Telegram

0%
5%
10%
15%
20%
7.8
15.8 15.7 15.8 15.8 16.0
13.1
Based on the provided statistics, there is a slight difference in the average relative user activity on posts
published on different days of the week across all socials from 2021 to 2022. The highest relative average
user activity was recorded on Friday, and the lowest was on Sunday. There is a decline in the relative
average user activity on Sunday from 11.8% in 2021 to 7.8% in 2022. On the other hand, there was an
increase in the relative average user activity on Monday, Tuesday, Wednesday, Thursday, and Friday from
2021 to 2022. The increase was most noticeable on Friday, with a growth from 15.1% in 2021 to 16.0% in
2022.
It is important to note that the COVID-19 pandemic has had a significant impact on audiences behaviour
and schedules, which could potentially affect the activity levels on social media platforms. In 2021, as the
pandemic was still ongoing, many countries were under restrictions such as lockdowns and quarantine
measures, which could have resulted in more people staying at home and spending more time on social
media, leading to higher activity levels on weekends. However, since 2022, as the pandemic situation
improved, more countries opened up and people started to return to their pre-pandemic routines and
activities, users are spending more time on other activities on Sundays, such as spending time with family
or engaging in leisure activities, which results in lower activity on the platforms. Furthermore, some users
may be taking a digital detox day on Sundays, which could also result in decreased activity on social
media networks.
INSIGHT
Average

0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2.4 1.7 1.3 1.1 1.1 1.2 1.6 2.3 3.3 4.5 5.7 6.2 6.6 6.4 6.6 6.7 6.7 6.8 6.6 5.8 5.1 4.2 3.6 2.8
0%
2%
4%
6%
5%
3%
1%
7%
There is a trend of increased engagement during the mid-morning and early evening hours across all
social media platforms. The activity peaks around 9-10 am and again at 6-7 pm, and a drop in
engagement during late night hours.
Comparing TikTok and YouTube as a video platforms, TikTok shows a higher engagement during the early
morning hours, while YouTube has a higher engagement during the mid-morning and early evening.
Comparing data across the socials, we can observe some differences in the patterns of activity on each
platform. For instance, TikTok and Instagram tend to have higher levels of activity during evenings and
weekends, while platforms like VK and OK tend to have a more even distribution of activity throughout
the week.
A typical user may use different social media platforms at different times of the day. For example, they
may use TikTok in the early morning for entertainment and start using YouTube for educational or
work-related purposes in the mid-morning, and switch to more personal platforms like Facebook or
Instagram in the evening to connect with friends and family.
Talking about content preferences there are significant differences in engagement levels across social
media platforms. For instance, Facebook has a higher engagement level with posts that are short in length
and contain links, while Instagram and VK have higher engagement levels with medium-length text posts
and images.
Average

Text Link
Image Video
0%
20%
40%
30%
10%
33.5
29.7
16.5
20.3
0%
30%
45%
15%
21.7
42.0
36.2
Long Medium Short
It is clear that the preferences of the
audience in terms of text length and
attachment type differ significantly across
social media platforms. It is important for
content creators to consider these
differences when creating posts for a
specific platform to maximize their
engagement levels with their audience.
Totally, despite the continued high activity
of text and image content on "classic"
social media, there is a trend towards
video. The average Engagement Rate for
video posts has increased on all platforms
except Twitter. However, video platforms
demonstrate 2-3 times higher
Engagement Rates on publications than
other networks.
The introduction of the new video
platform VK Video, which combines video
from OK and VK, emergence of new
content creators on it, development of
video monetization, purchase of some
Internet shows, as well as the explicit
promotion of these features, is likely to
greatly affect the video activity on these
social media.
Average

0%
2%
4%
6%
8%
Long Medium Short
With the development of blogging, the emergence of Stories, and then Clips/Reels/Shorts, on the one
hand, the benchmark levels of video quality have increased (the quality of video production by the largest
bloggers), and on the other hand, the minimum level of entry into video content generation has
decreased - editing has significantly simplified, numerous new formats that do not require high labor
costs have emerged, and with the advent of AI tools, stock preparation takes even less time. Therefore, for
commercial companies, working with video can be a highly rational investment. YouTube Shorts, TikTok,
Instagram Reels, and VK Clips have a separate highlighted feed, appear in recommendations in the main
feed, can be highlighted in Stories, and have viral potential from the very beginning, as social media
recommend such content even to non-followers of the page. These formats are already very effective
tools (from an engagement standpoint) and are likely to continue to develop as a trend in the future.
1.98 5.65 5.59 2.67 7.11 6.18 2.73 7.13 6.08 2.76 7.10 6.04 2.77 7.18 6.22 2.49 6.46 6.10 1.10 3.47
3.20
Average

0%
1%
2%
3%
4%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Long Medium Short
0.88
0.83
0.32
0.56
0.53
0.21
0.42
0.41
0.17
0.35
0.36
0.14
0.37
0.35
0.14
0.44
0.40
0.15
0.59
0.59
0.22
0.98
0.93
0.33
1.51
1.49
0.55
1.85
2.24
0.78
2.12
3.04
1.10
2.28
3.27
1.17
2.32
3.51
1.25
2.10
3.30
1.18
2.21
3.37
1.24
2.15
3.48
1.28
2.18
3.42
1.28
2.15
3.44
1.35
2.11
3.31
1.33
1.91
2.74
1.05
2.24
0.89
1.73 1.42
1.70
0.68
1.31
1.36
0.55
0.95
1.01
0.39
0:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00
Unfortunately, this study does not cover data on video streams, their engagement, and their impact on
page promotion. However, public data from social networks since 2021 indicate the immense popularity
of the format, with over 52% of network users watching some form of live stream at least once a month.
Video streaming is now present on almost all platforms, and it is used for contests, shows, product
presentations, gaming streams, and is also frequently promoted in users' feeds. For example, live
recordings on Instagram and VK are among the first in the Stories block, the first in YouTube search results,
the main content in Twitch feeds, or appear directly among publications in the TikTok feed. This format
offers additional opportunities, such as real-time fundraising (or donations), engaging viewers, and
instant feedback, which can be highly beneficial for any commercial page.
Most likely, 2023 is the year of video content, and analytics, strategic planning, data collection, and
competition comparison will help quickly identify current trends and leverage all opportunities to gain
practical benefits from social media marketing.
Average

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