The research of users' activity for various types of content in Social Networks for 2021. The statistics of most active days of week or time for publishing, the most involvement types of content, an average Engagement Rate (ER) by social networks, etc.

1. The research of users activity for various types
of content in Social Networks for 2021
Social Networks
Audience Activity
Report
2022

2. Relative Activity by Days of Week 4-15
Methodology I
Methodology II
Facebook
Instagram
Twitter
YouTube
TikTok
VK
Ok
Telegram
Average
5
6
7
8
9
10
11
12
13
14
15
Relative Activity by Hours of Day 16-27
Methodology I
Methodology II
Facebook
Instagram
Twitter
YouTube
TikTok
VK
Ok
Telegram
Average
17
18
19
20
21
22
23
24
25
26
27
Relative Activity by Text Length in Posts 28-39
Methodology I
Methodology II
Methodology III
Facebook
Instagram
Twitter
YouTube
VK
Ok
Telegram
Average
29
30
31
32
33
34
35
36
37
38
39
Relative Activity by Text Length in Posts by Days of
Week
40-48
Facebook
Instagram
Twitter
YouTube
VK
Ok
Telegram
Average
41
42
43
44
45
46
47
48
Relative Activity by Text Length in Posts by Hours
of Day
49-57
Facebook
Instagram
Twitter
YouTube
VK
Ok
Telegram
Average
50
51
52
53
54
55
56
57
Relative Activity by Attachments in Posts 58-68
Methodology I
Methodology II
Methodology III
Facebook
Instagram
Twitter
VK
Ok
Telegram
Average
59
60
61
62
63
64
65
66
67
68
Avg. Engagement Rate of Pages by Count
of Followers
69-79
Methodology II
Methodology III
Facebook
Instagram
Methodology I
Twitter
YouTube
TikTok
VK
Ok
70
71
72
73
74
75
76
77
78
79
Table of contents

3. Data source
million
8 social networks
1 182 thousands
The research is based on
by pages were analyzed by Popsters users
social media posts
in for 2021:
302
Instagram, Facebook, OK, VK, Twitter, Telegram, YouTube
and TikTok.
Social Media Users Activity Global Report by Popsters.com 2021 3

4. Relative Activity by
Days of Week

5. Methodology I
Relative Activity by Days of Week
Average activity of published
posts at specific day of week
Total of activity (reactions, shares,comments) at specific day of week
Count of posts such type
Percent of activity on average
published posts at specific
day of week
Average activity of published posts at specific day of week
Total of average activities of posts by alldays of week
x100%
Social Media Users Activity Global Report by Popsters.com 2021 5

6. Methodology II
Relative Activity by Days of Week
Aggregation of data by different
pages
Total data by all analyzes at specific time
Count of nonzero values
Equalization of percent values
accounting nonzero values
Average value for each day of week
Total of all average values
Social Media Users Activity Global Report by Popsters.com 2021 6

7. Social Media Users Activity Global Report by Popsters.com 2021 7
11.4
Sun
0%
5%
10%
15%
20%
15.3
Mon Tue Wed Thu
15.0
Fri
12.1
Sat
RELATIVE ACTIVITY BY DAYS OF WEEK
Facebook
Tuesday activity
is 37.3% more
than on Sunday
Tuesday
Sunday
15.1
15.7
15.4

8. 11.3
Sun
0%
5%
10%
15%
20%
15.5
Mon
15.2
Tue
15.3
Wed
15.2
Thu Fri
12.2
Sat
RELATIVE ACTIVITY BY DAYS OF WEEK
Instagram
Monday
Sunday
Social Media Users Activity Global Report by Popsters.com 2021 8
Monday activity
is 37% more
than on Sunday
15.4

9. 12.4
Sun
0%
5%
10%
15%
20%
Mon Tue Wed
14.9
Thu
15.5
Fri
12.6
Sat
RELATIVE ACTIVITY BY DAYS OF WEEK
Twitter
Friday
Sunday
Social Media Users Activity Global Report by Popsters.com 2021 9
15.0 14.9 14.7
Friday activity
is 24.5% more
than on Sunday

10. 11.2
Sun
0%
5%
10%
15%
20%
14.6
Mon Tue
15.6
Wed Thu
16.0
Fri
11.4
Sat
15.2
15.9
RELATIVE ACTIVITY BY DAYS OF WEEK
YouTube
Tuesday
Sunday
Social Media Users Activity Global Report by Popsters.com 2021 10
Tuesday and
Thursday activity
is 42.8% more
than on Sunday

11. 12.8
Sun
0%
5%
10%
15%
20%
15.2
Mon
14.7
Tue
15.0
Wed
15.0
Thu
14.5
Fri
12.8
Sat
RELATIVE ACTIVITY BY DAYS OF WEEK
TikTok
Monday
Saturday,
Sunday
Social Media Users Activity Global Report by Popsters.com 2021 11
Monday activity
is 18.6% more
than on Saturday
and Sunday

12. 12.5
Sun
0%
5%
10%
15%
20%
15.1
Mon
14.9
Tue
15.1
Wed
14.8
Thu
14.8
Fri
12.8
Sat
RELATIVE ACTIVITY BY DAYS OF WEEK
VK
Monday,
Wednesday
Sunday
Social Media Users Activity Global Report by Popsters.com 2021 12
Monday and
Wednesday activity
is 20.7% more
than on Sunday

13. 11.4
Sun
0%
5%
10%
15%
20%
15.8
Mon Tue
15.2
Wed
15.2
Thu
15.2
Fri
12.1
Sat
RELATIVE ACTIVITY BY DAYS OF WEEK
Ok
Monday
Sunday
Social Media Users Activity Global Report by Popsters.com 2021 13
Monday activity
is 39% more
than on Sunday
15.2

14. 11.5
Sun
0%
5%
10%
15%
20%
15.1
Mon Tue
15.3
Wed
15.4
Thu
14.9
Fri
12.4
Sat
RELATIVE ACTIVITY BY DAYS OF WEEK
Telegram
Tuesday,
Thursday
Sunday
Social Media Users Activity Global Report by Popsters.com 2021 14
Tuesday and
Thursday activity
is 33.9% more
than on Sunday
15.4

15. 11.8
Sun
0%
5%
10%
15%
20%
15.2
Mon
15.2
Tue
15.2
Wed
15.3
Thu Fri Sat
12.3
RELATIVE ACTIVITY BY DAYS OF WEEK
Average
Social Media Users Activity Global Report by Popsters.com 2021 15
15.1

16. Relative Activity by
Hours of Days

17. Methodology I
Relative Activity by Hours of Day
Average activity of published
posts at specific hour of day
Total of activity (reactions, shares, comments) at specific hour of day
Count of posts such type
Percent of activity on average
published posts at hour of day
Average activity of published posts at specific hour of day
Total of average activities of posts by all hours of day
x100%
Social Media Users Activity Global Report by Popsters.com 2021 17

18. Methodology II
Relative Activity by Hours of Day
Aggregation of data by different
pages
Total data by all analyzes at specific time
Count of nonzero values
Equalization of percent values
accounting nonzero values
Average value for each hour of day
Total of all average values
Social Media Users Activity Global Report by Popsters.com 2021 18

19. 2.1
0:00
1.4
1:00
1.0
2:00
0.9
3:00
1.0
4:00
1.1
5:00
1.9
6:00
2.9
7:00
4.8
8:00
5.8
9:00
6.7
10:00
8.3
11:00
7.2
12:00
6.2
13:00
6.3
14:00
6.2
15:00
6.4
16:00
6.4
17:00
5.7
18:00
5.0
19:00
4.5
20:00
3.7
21:00
2.7
22:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
1.9
23:00
0%
2%
4%
9%
6%
5%
3%
1%
RELATIVE ACTIVITY BY HOURS OF DAY
Facebook
11:00
3:00
Social Media Users Activity Global Report by Popsters.com 2021 19
8%
7%
Activity at 11:00
is 825% more
than at 3:00

20. 1.1
0:00
0.9
1:00
0.8
2:00
1.0
3:00
1.4
4:00
2.0
5:00
2.7
6:00
3.6
7:00
4.8
8:00
5.8
9:00
6.5
10:00
6.9
11:00
7.1
12:00
7.0
13:00
7.1
14:00
7.1
15:00
6.8
16:00
6.5
17:00
5.8
18:00
4.8
19:00
3.9
20:00
3.0
21:00
2.1
22:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
1.5
23:00
0%
2%
4%
8%
6%
5%
3%
1%
7%
RELATIVE ACTIVITY BY HOURS OF DAY
Instagram
12:00,
14:00,
15:00
2:00
Social Media Users Activity Global Report by Popsters.com 2021 20
Activity at 12:00
14:00 and 15:00
are 780% more
than at 2:00

21. 3.4
0:00
2.8
1:00
2.3
2:00
2.0
3:00
1.9
4:00
1.8
5:00
2.2
6:00
2.7
7:00
3.5
8:00
4.5
9:00
5.3
10:00
5.5
11:00
6.1
12:00
5.3
13:00
5.5
14:00
5.7
15:00
6.0
16:00
5.7
17:00
5.5
18:00
4.9
19:00
4.6
20:00
4.3
21:00
4.4
22:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
3.8
23:00
0%
2%
4%
7%
6%
5%
3%
1%
RELATIVE ACTIVITY BY HOURS OF DAY
Twitter
12:00
5:00
Social Media Users Activity Global Report by Popsters.com 2021 21
Activity at 12:00
is 241% more
than at 5:00

22. 3.4
0:00
2.8
1:00
2.1
2:00
1.8
3:00
1.5
4:00
1.5
5:00
1.6
6:00
1.9
7:00
2.7
8:00
3.7
9:00
4.6
10:00
5.3
11:00
5.7
12:00
6.2
13:00
6.3
14:00
6.5
15:00
6.7
16:00
6.4
17:00
6.3
18:00
5.6
19:00
5.2
20:00
4.5
21:00
4.1
22:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
3.8
23:00
0%
2%
4%
7%
6%
5%
3%
1%
RELATIVE ACTIVITY BY HOURS OF DAY
YouTube
16:00
3:00
Social Media Users Activity Global Report by Popsters.com 2021 22
Activity at 16:00
is 345% more
than at 3:00

23. 2.8
0:00
2.3
1:00
1.6
2:00
1.2
3:00
0.8
4:00
0.7
5:00
0.8
6:00
1.0
7:00
1.4
8:00
2.3
9:00
3.5
10:00
5.4
11:00
6.2
12:00
6.5
13:00
7.4
14:00
7.4
15:00
7.6
16:00
7.4
17:00
7.5
18:00
6.8
19:00
6.0
20:00
5.4
21:00
4.3
22:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
3.7
23:00
0%
2%
4%
8%
7%
6%
5%
3%
1%
RELATIVE ACTIVITY BY HOURS OF DAY
TikTok
16:00
5:00
Social Media Users Activity Global Report by Popsters.com 2021 23
Activity at 16:00
is 922% more
than at 5:00

24. 1.9
0:00
1.2
1:00
0.9
2:00
0.9
3:00
0.9
4:00
1.3
5:00
2.1
6:00
3.2
7:00
4.4
8:00
5.3
9:00
6.3
10:00
6.5
11:00
6.9
12:00
6.4
13:00
6.5
14:00
6.3
15:00
6.4
16:00
6.1
17:00
6.1
18:00
5.4
19:00
4.9
20:00
4.1
21:00
3.5
22:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2.6
23:00
0%
2%
4%
7%
6%
5%
3%
1%
RELATIVE ACTIVITY BY HOURS OF DAY
VK
12:00
2:00-4:00
Social Media Users Activity Global Report by Popsters.com 2021 24
Activity at 12:00
is 667% more
than at 2:00-4:00

25. 1.3
0:00
0.7
1:00
0.7
2:00
0.7
3:00
0.7
4:00
0.9
5:00
1.3
6:00
1.9
7:00
3.8
8:00
4.9
9:00
6.9
10:00
6.5
11:00
7.9
12:00
6.5
13:00
7.2
14:00
7.2
15:00
7.6
16:00
7.2
17:00
7.4
18:00
5.5
19:00
4.9
20:00
3.3
21:00
3.0
22:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
1.9
23:00
0%
2%
4%
8%
7%
6%
5%
3%
1%
RELATIVE ACTIVITY BY HOURS OF DAY
Ok
12:00
1:00
-
4:00
Social Media Users Activity Global Report by Popsters.com 2021 25
Activity at 12:00
is 1081% more
than at 1:00-4:00

26. 2.2
0:00
1.5
1:00
1.1
2:00
0.9
3:00
0.8
4:00
0.8
5:00
1.1
6:00
1.9
7:00
3.5
8:00
4.7
9:00
5.6
10:00
6.5
11:00
6.7
12:00
6.9
13:00
6.8
14:00
6.7
15:00
6.8
16:00
6.6
17:00
6.6
18:00
5.9
19:00
5.3
20:00
4.5
21:00
3.7
22:00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
2.9
23:00
0%
2%
4%
7%
6%
5%
3%
1%
RELATIVE ACTIVITY BY HOURS OF DAY
Telegram
13:00
4:00-5:00
Social Media Users Activity Global Report by Popsters.com 2021 26
Activity at 13:00
is 778% more
than at 4:00-5:00

27. 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
2.3 1.7 1.3 1.2 1.1 1.3 1.7 2.4 3.6 4.6 5.7 6.4 6.7 6.4 6.6 6.6 6.8 6.6 6.4 5.5 4.9 4.1 3.5 2.8
RELATIVE ACTIVITY BY HOURS OF DAY
Average
Social Media Users Activity Global Report by Popsters.com 2021 27
0%
2%
4%
7%
6%
5%
3%
1%

28. Relative Activity by
Text Length in Posts

29. Methodology I
Relative Activity by Text Length in Posts
Popsters automatically
categorizes all posts
on 3 types:
Social Media Users Activity Global Report by Popsters.com 2021 29
Long length
From 1000 symbols
Medium length
160...1000 symbols
Short length
up to 160 symbols

30. Methodology II
Relative Activity by Text Length in Posts
Average activity of posts with
text specific length
Total activities of posts with text specific length
Count of posts such type
Relative average activity of
posts such type
Average activity of posts with text specific length
Total of all average values by all types
x100%
Social Media Users Activity Global Report by Popsters.com 2021 30

31. Methodology III
Relative Activity by Text Length in Posts
Aggregation of data by
different pages
Total data by all analyzes of activity by text length
Count of nonzero values
Equalization of percent values
accounting nonzero values
Average value of each type
Total of all average values
Social Media Users Activity Global Report by Popsters.com 2021 31

32. 13.0
Long
0%
30%
20%
40%
60%
50%
10%
33.8
Medium
53.3
Short
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS
Facebook
Short
Long
Social Media Users Activity Global Report by Popsters.com 2021 32
LONG MEDIUM SHORT
Short
is 311.1% more
than Long

33. 27.00
Long
0%
20%
10%
30%
40%
50% 48.00
Medium
25.00
Short
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS
Instagram
Medium
Short
Social Media Users Activity Global Report by Popsters.com 2021 33
LONG MEDIUM SHORT
Medium
is 92.2% more
than Short

34. 0%
20%
10%
30%
40%
70%
60%
50%
36.4
Medium
63.1
Short
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS
Twitter
Short
Medium
2021 34
LONG MEDIUM SHORT
Short
is 73.7% more
than Medium
Social Media Users Activity Global Report by Popsters.com

35. 38.5
Long
0%
20%
10%
30%
40%
50%
46.0
Medium
15.5
Short
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS
YouTube
Medium
Short
2021 35
LONG MEDIUM SHORT
Medium
is 197.7% more
than Short
Social Media Users Activity Global Report by Popsters.com

36. 19.7
Long
0%
20%
10%
30%
40%
50%
32.2
Medium
48.1
Short
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS
VK
Short
Long
Social Media Users Activity Global Report by Popsters.com 2021 36
LONG MEDIUM SHORT
Short
is 143.7% more
than Long

37. 20.8
Long
0%
20%
10%
30%
40%
50%
40.8
Medium
38.4
Short
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS
Ok
Medium
Long
Social Media Users Activity Global Report by Popsters.com 2021 37
LONG MEDIUM SHORT
Medium
is 96.4% more
than Long

38. 23.7
Long
0%
20%
10%
30%
40%
50%
41.8
Medium
34.5
Short
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS
Telegram
Medium
Long
Social Media Users Activity Global Report by Popsters.com 2021 38
LONG MEDIUM SHORT
Medium
is 58% more
than Long

39. 23.8
Long
0%
20%
10%
30%
40%
50%
40.5
Medium
35.8
Short
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS
Average
Social Media Users Activity Global Report by Popsters.com 2021 39
LONG MEDIUM SHORT

40. Relative Activity by
Text Length in Posts
by Days of Week

41. 0.84 3.67 6.50 1.74 6.03 7.63 1.80 5.90 7.60 1.81 6.01 7.71 1.80 6.11 7.96 1.84 5.92 7.40 0.99 3.99 6.74
0%
1%
2%
3%
4%
5%
6%
7%
8%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK
Facebook
Sun Mon Tue Wed Thu Fri Sat
Social Media Users Activity Global Report by Popsters.com 2021 41
LONG MEDIUM SHORT

42. 2.39 5.73 2.73 3.95 8.37 3.37 3.93 8.12 3.23 3.97 8.21 3.26 3.89 8.22 3.28 3.93 8.31 3.39 2.66 6.15 2.93
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK
Instagram
Sun Mon Tue Wed Thu Fri Sat
Social Media Users Activity Global Report by Popsters.com 2021 42
LONG MEDIUM SHORT

43. 3.98 7.95 5.48 9.59 5.73 9.39 5.58 9.29 5.68 9.55 5.73 9.93 4.17 7.94
0%
1%
2%
3%
4%
5%
6%
8%
9%
7%
10%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK
Twitter
Sun Mon Tue Wed Thu Fri Sat
Social Media Users Activity Global Report by Popsters.com 2021 43
LONG MEDIUM SHORT

44. 4.07 5.31 1.59 5.29 7.20 2.17 6.43 7.47 2.17 5.85 7.63 2.26 6.10 7.84 2.22 5.55 7.46 2.27 4.17 5.44 1.51
0%
1%
2%
3%
4%
5%
6%
7%
8%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK
YouTube
Sun Mon Tue Wed Thu Fri Sat
Social Media Users Activity Global Report by Popsters.com 2021 44
LONG MEDIUM SHORT

45. 1.72 3.94 6.46 2.62 5.55 7.05 2.66 5.47 6.91 2.64 5.51 7.12 2.66 5.42 6.91 2.67 5.41 6.89 1.89 4.07 6.45
0%
1%
2%
3%
4%
5%
6%
7%
8%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK
VK
Sun Mon Tue Wed Thu Fri Sat
Social Media Users Activity Global Report by Popsters.com 2021 45
LONG MEDIUM SHORT

46. 1.46 4.58 5.72 2.09 7.20 6.48 2.27 7.07 6.23 2.05 6.54 6.48 2.29 6.34 6.27 2.19 6.43 6.49 1.56 4.79 5.47
0%
1%
2%
3%
4%
5%
6%
7%
8%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK
Ok
Sun Mon Tue Wed Thu Fri Sat
Social Media Users Activity Global Report by Popsters.com 2021 46
LONG MEDIUM SHORT

47. 1.77 4.85 4.03 3.01 7.01 5.28 3.07 7.33 5.22 3.26 7.27 5.26 3.08 7.38 5.28 3.01 7.13 5.05 2.10 5.32 4.29
0%
1%
2%
3%
4%
5%
6%
7%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK
Telegram
Sun Mon Tue Wed Thu Fri Sat
Social Media Users Activity Global Report by Popsters.com 2021 47
LONG MEDIUM
8%
SHORT

48. 1.73 4.58 4.87 2.74 6.72 5.85 2.93 6.72 5.76 2.90 6.74 5.80 2.87 6.82 5.85 2.84 6.71 5.79 1.95 4.85 4.98
0%
1%
2%
3%
4%
5%
6%
7%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK
Average
Sun Mon Tue Wed Thu Fri Sat
Social Media Users Activity Global Report by Popsters.com 2021 48
LONG MEDIUM SHORT

49. Relative Activity by
Text Length in Posts
by Hours of Day

50. 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%
5%
3%
4%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY
Facebook
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
1.26
0.66
0.08
0.88
0.37
0.04
0.61
0.28
0.03
0.58
0.24
0.03
0.56
0.35
0.03
0.71
0.31
0.03
1.24
0.52
0.05
2.02
0.75
0.10
3.21
1.24
0.27
3.32
2.00
0.48
3.51
2.64
0.73
4.80
2.88
0.79
3.57
2.98
0.86
2.96
2.53
0.71
3.10
2.54
0.71
2.87
2.60
0.77
3.02
2.68
0.78
3.04
2.63
0.83
2.60
2.45
0.75
2.60
1.89
0.55
2.45
1.57
0.42
2.21
1.10
0.27
1.57
0.83
0.18
1.08
0.56
0.12
Social Media Users Activity Global Report by Popsters.com 2021 50
LONG MEDIUM SHORT

51. 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
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY
Instagram
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
0.34
0.19
0.25
0.40
0.14
0.25
0.37
0.14
0.29
0.42
0.17
0.38
0.64
0.27
0.48
0.97
0.46
0.60
1.40
0.66
0.80
1.95
0.87
1.01
2.59
1.17
1.22
3.27
1.39
1.34
3.68
1.59
1.40
3.91
1.66
1.44
4.05
1.75
1.38
3.96
1.72
1.43
3.95
1.75
1.46
3.95
1.81
1.41
3.79
1.66
1.34
3.59
1.63
1.24
3.16
1.43
1.05
2.54
1.17
0.91
2.01
0.87
0.75
1.51
0.65
0.57
1.03
0.43
0.43
0.71
0.28
0%
1%
2%
4%
5%
3%
Social Media Users Activity Global Report by Popsters.com 2021 51
LONG MEDIUM SHORT

52. RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY
Twitter
2.46
0.84
1.96
0.76
1.61
0.56
1.43
0.48
1.29
0.50
1.25
0.46
1.49
0.60
1.89
0.66
2.32
1.04
2.98
1.46
3.27
2.09
3.48
2.20
3.76
2.56
3.27
2.12
3.39
2.26
3.57
2.34
3.60
2.57
3.48
2.34
3.41
2.21
3.20
1.81
3.06
1.61
2.87
1.51
2.99
1.28
2.68
1.04
Social Media Users Activity Global Report by Popsters.com 2021 52
MEDIUM SHORT
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%
4%
3%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

53. 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
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY
YouTube
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0.45
1.66
1.24
0.33
1.31
1.06
0.26
1.00
0.77
0.21
0.84
0.71
0.16
0.71
0.56
0.20
0.65
0.58
0.20
0.69
0.62
0.21
0.91
0.68
0.34
1.32
0.91
0.49
1.84
1.37
0.65
2.28
1.63
0.82
2.62
1.87
0.80
2.86
2.17
0.84
2.98
2.41
0.89
3.16
2.26
0.89
3.32
2.39
0.92
3.33
2.52
0.90
3.31
2.34
0.86
3.25
2.28
0.79
2.86
2.11
0.70
2.60
1.88
0.72
2.14
1.62
0.61
1.93
1.50
0.51
1.82
1.39
0%
1%
2%
4%
3%
Social Media Users Activity Global Report by Popsters.com 2021 53
LONG MEDIUM SHORT

54. 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%
4%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY
VK
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
1.04
0.55
0.19
0.63
0.31
0.11
0.52
0.21
0.08
0.60
0.18
0.08
0.59
0.17
0.07
0.80
0.26
0.13
1.41
0.42
0.18
2.07
0.69
0.30
2.57
1.19
0.49
2.81
1.70
0.72
3.10
2.33
0.95
2.97
2.61
1.07
3.16
2.83
1.17
2.87
2.55
1.07
2.91
2.60
1.07
2.68
2.61
1.14
2.75
2.65
1.13
2.51
2.64
1.11
2.70
2.54
1.06
2.45
2.13
0.88
2.42
1.74
0.71
2.14
1.36
0.56
1.89
1.02
0.42
1.41
0.73
0.29
3%
Social Media Users Activity Global Report by Popsters.com 2021 54
LONG MEDIUM SHORT

55. 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%
4%
3%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0.74
0.30
0.09
0.42
0.17
0.05
0.41
0.17
0.05
0.41
0.16
0.05
0.41
0.18
0.05
0.58
0.24
0.07
0.86
0.32
0.11
1.10
0.55
0.14
2.01
1.35
0.32
1.93
2.19
0.72
2.62
3.26
1.00
1.98
3.58
1.18
2.79
4.02
1.27
2.06
3.43
1.10
2.60
3.61
1.20
2.22
3.73
1.36
2.74
3.73
1.36
2.22
3.84
1.33
2.71
3.56
1.34
1.93
2.71
0.84
2.22
1.98
0.60
1.47
1.27
0.47
1.76
0.79
0.23
1.01
0.61
0.13
Ok
Social Media Users Activity Global Report by Popsters.com 2021 55
LONG MEDIUM SHORT

56. 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%
4%
3%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY
Telegram
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0.86
0.81
0.29
0.56
0.55
0.19
0.41
0.46
0.11
0.30
0.35
0.10
0.26
0.33
0.09
0.29
0.30
0.08
0.41
0.43
0.12
0.65
0.77
0.24
1.24
1.51
0.49
1.57
2.16
0.78
1.88
2.85
0.95
2.36
3.31
1.10
2.22
3.56
1.09
2.37
3.49
1.27
2.38
3.54
1.22
2.36
3.41
1.20
2.35
3.39
1.26
2.26
3.47
1.19
2.33
3.30
1.22
2.06
2.97
1.02
1.89
2.52
0.86
1.63
2.05
0.73
1.45
1.52
0.59
1.13
1.14
0.37
Social Media Users Activity Global Report by Popsters.com 2021 56
LONG MEDIUM SHORT

57. 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%
RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY
Average
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
0.78
0.75
0.35
0.51
0.52
0.27
0.41
0.41
0.20
0.40
0.36
0.19
0.39
0.40
0.18
0.51
0.45
0.23
0.79
0.63
0.29
1.14
0.94
0.39
1.73
1.53
0.61
1.89
2.19
0.91
2.18
2.84
1.14
2.39
3.15
1.28
2.33
3.38
1.38
2.08
3.16
1.38
2.22
3.23
1.37
2.08
3.27
1.44
2.20
3.26
1.45
2.04
3.25
1.41
2.07
3.04
1.35
1.81
2.52
1.10
2.07
0.89
1.77 1.49
1.57
0.72
1.31
1.19
0.56
0.93
0.93
0.43
Social Media Users Activity Global Report by Popsters.com 2021 57
LONG MEDIUM SHORT

58. Relative Activity by
Attachments in Posts

59. Methodology I
Relative Activity by Attachments in Posts
Popsters automatically
categorizes all posts
on 4 types by
attachments:
Social Media Users Activity Global Report by Popsters.com 2021 59
Text Video
Image Link

60. Methodology II
Relative Activity by Attachments in Posts
Average activity of posts with
specific attachments
Total activities of posts with specific attachments
Count of posts such type
Relative average activity of
posts such type
Average activity of posts with specific attachments
Total of all average values by all types
x100%
Social Media Users Activity Global Report by Popsters.com 2021 60

61. Methodology III
Relative Activity by Attachments in Posts
Aggregation of data by
different pages
Total data by all analyzes of activity by Attachments in Posts
Count of nonzero values
Equalization of percent values
accounting nonzero values
Average value of each type
Total of all average values
Social Media Users Activity Global Report by Popsters.com 2021 61

62. Image
31.6
Text
0%
20%
10%
30%
40%
10.2
Video
26.4
31.8
Link
RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS
Facebook
Text
Video
Social Media Users Activity Global Report by Popsters.com 2021 62
Text
is 210.9% more
than Video

63. Image
33.5
Text
0%
20%
10%
30%
40%
15.7
Video
17.2
33.6
Link
RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS
Instagram
Image
Video
Social Media Users Activity Global Report by Popsters.com 2021 63
Image
is 113.6% more
than Video

64. Image
37.4
Text
0%
20%
10%
30%
40%
3.8
Video
28.5
30.3
Link
RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS
Twitter
Text
Video
Social Media Users Activity Global Report by Popsters.com 2021 64
Text
is 879.2% more
than Video

65. Image
31.9
Text
0%
20%
10%
30%
40%
18.8
Video
15.0
34.3
Link
RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS
VK
Image
Link
Social Media Users Activity Global Report by Popsters.com 2021 65
Image
is 129% more
than Link

66. Image
32.0
Text
0%
20%
10%
30%
40%
18.0
Video
14.4
35.6
Link
RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS
Ok
Image
Link
Social Media Users Activity Global Report by Popsters.com 2021 66
Image
is 146.9% more
than Link

67. Image
30.5
Text
0%
20%
10%
30%
40%
18.8
Video
24.5
26.1
Link
RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS
Telegram
Text
Video
Social Media Users Activity Global Report by Popsters.com 2021 67
Image
is 62% more
than Link

68. Image
Text
0%
20%
10%
30%
40%
31.9
Video
14.2
21.0
Link
RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS
Average
32.8
Social Media Users Activity Global Report by Popsters.com 2021 68

69. Average Engagement
Rate of Pages by
Count of Followers

70. Methodology I
Average Engagement Rate of Pages by Count of Followers
Social Media Users Activity Global Report by Popsters.com 2021 70
(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
https://www.skyword.com/marketing-dictionary/engagement-rate/
https://www.socialbakers.com/blog/1427-engagement-rate-a-metric-you-can-count-on
https://popsters.com/blog/post/er-how-to-calculate-engagement-rate
References:
For each page Popsters calculates two
types of ER metric:
- In terms of the average post
- In terms of the average day

71. Methodology II
Average Engagement Rate of Pages by Count of Followers
ERpost
Total of all reactions for analyzing period (likes, shares, comments, reactions for Facebook;
+ dislikes for YouTube)
x100%
Count of posts Count of followers on the date
ERday
Total of all reactions for analyzing period (likes, shares, comments, reactions for Facebook;
+ dislikes for YouTube)
x100%
Count of days in analyzing period Count of followers on the date
Social Media Users Activity Global Report by Popsters.com 2021 71

72. 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:
Methodology III
Average Engagement Rate of Pages by Count of Followers
Social Media Users Activity Global Report by Popsters.com 2021 72

73. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS
Facebook
0
6
3
1.43
0.74 0.65 0.64 0.31 0.18 0.08 0.05
5.52
ERpost
0
6
3
1.03 1.14 1.60 1.94
1.33 1.14
0.58 0.51
4.33
ERday
Social Media Users Activity Global Report by Popsters.com 2021 73
Posts per day
Followers
2
10k - 20k
4
20k - 50k
5
50k - 100k
7
100k - 200k
16
500k - 1M
12
200k - 500k
18
> 1M
1
1k - 10k
1
< 1k

74. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS
Instagram
0
20
10
3.87 2.53 2.42 2.43 2.19 1.90 1.63 1.71
11.92
ERpost
0
10
5
2.29 1.95
2.49
3.01 2.93 2.58 2.30 2.46
7.97
ERday
Social Media Users Activity Global Report by Popsters.com 2021 74
Posts per day
Followers
1
10k - 20k
1
20k - 50k
2
50k - 100k
2
100k - 200k
2
500k - 1M
2
200k - 500k
2
> 1M
1
1k - 10k
1
< 1k

75. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS
Twitter
0
10
5
8.36
3.14
1.04 1.03 0.73 0.56 0.55
ERpost
0
50
30
46.04
7.20 9.24
2.92 1.44
ERday
Social Media Users Activity Global Report by Popsters.com 2021 75
Posts per day
Followers
6
10k - 20k
8
20k - 50k
9
50k - 100k
13
100k - 200k
11
500k - 1M
13
200k - 500k
10
> 1M
31.40
4.86
40
10
20

76. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS
YouTube
0
40
20
4.44 3.36 3.05 2.70 2.59 2.60
13.62
5.29
30.16
ERpost
0
30
15
3.90 1.93 1.61 1.62 1.41 1.62
7.47
3.74
23.85
ERday
Social Media Users Activity Global Report by Popsters.com 2021 76
Posts per day
Followers
1
10k - 20k
1
20k - 50k
1
50k - 100k
1
100k - 200k
2
500k - 1M
2
200k - 500k
4
> 1M
1
1k - 10k
1
< 1k

77. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS
TikTok
0
600
100
200
300
400
8.41 7.28
507.86
ERpost
17.85 12.50 6.32 6.40 4.41
0
800
400
600
200 60.81 35.08 19.53 11.19 10.94 9.95 8.85 9.19
687.19
ERday
Social Media Users Activity Global Report by Popsters.com 2021 77
Posts per day
Followers
2
10k - 20k
3
20k - 50k
2
50k - 100k
2
100k - 200k
3
500k - 1M
3
200k - 500k
3
> 1M
2
1k - 10k
2
< 1k
41.48
500

78. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS
VK
0
8
4
0.90 0.42 0.36 0.31 0.20 0.16 0.11 0.07
6.90
ERpost
0
14
7
1.43 0.93 1.17 1.23 1.17 1.17 0.96 0.91
13.41
ERday
Social Media Users Activity Global Report by Popsters.com 2021 78
Posts per day
Followers
3
10k - 20k
6
20k - 50k
7
50k - 100k
9
100k - 200k
11
500k - 1M
11
200k - 500k
14
> 1M
2
1k - 10k
1
< 1k

79. AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS
Ok
0
10
5
0.56
0.27 0.22 0.12 0.11 0.09 0.07 0.04
ERpost
0
4
2
1.05
0.54 0.86 0.79 0.72 1.00 1.09
0.61
8.21
ERday
Social Media Users Activity Global Report by Popsters.com 2021 79
Posts per day
Followers
5
10k - 20k
5
20k - 50k
7
50k - 100k
7
100k - 200k
20
500k - 1M
14
200k - 500k
17
> 1M
3
1k - 10k
3
< 1k
3.25

80. www.popsters.com
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