In 2022, the world began to return to a more familiar course as pandemic restrictions that affected people's behavior began to ease. However, surprisingly, the activity did not return to the patterns of 2019 and previous years as expected but instead acquired entirely new trends and features.

We analyzed data from millions of posts on 8 social media, calculated statistics on activity for different content formats, Engagement Rate for different pages, and compared the data with results from 2021. This time, we supplemented the raw data with additional conclusions, and in some cases, data from social media representatives.

Trends

Despite claims that publication timing doesn't matter, advertising is equally effective on any day of the week, and both images and videos work equally well on Facebook, statistics show the opposite. Regardless of algorithm sophistication and effectiveness, social networks have clear audience behavior patterns, and statistics show how different publication characteristics affect activity.

In 2023, this is the most important task for any marketer - to predict trends, analyze, and learn to use data in their work. While ChatGPT has made life easier for copywriters, competent analysis and conclusions remain a task that cannot be automated.

What is Inside

The report includes statistics, comparisons, and conclusions for eight social networks: Facebook, Instagram, Twitter, TikTok, Telegram, YouTube, VK and OK.

- Activity by day of the week
- Activity by time of day
- Activity by content type
- Activity by length of text in posts
- Activity by length of text by day of the week and time of day
- Average Engagement Rate (ERpost and ERday) and average frequency of page publishing depending on the size of the audience

We hope this study will reveal new facts about the audience you are working with or planning to work with and help you catch the current trends of 2023.

Full research (English)

The research is shared under CC BY license (you can change, modify, spread, and reissue it with attribution; commercial use is permitted).

Research for 2022 is available here.

Texts author: Arseniy Kushnir
Researchers: Arseniy Kushnir, Artur Kalin
Design: UVIO