A look into social media players’ ad reach in Australia: Data Reportal

According to Data Reportal’s Digital Report 2022, there were 21.45 million social media users in Australia at the beginning of 2022.

Of those users, the report cited data published in Meta’s advertising resources indicated Facebook had 15 million users in Australia in early 2022, with the report noting 53% of Facebook’s ad audience in Australia was female, while 47% was male at the beginning of 2022.

Moreover, the report shared updates to Google’s advertising resources which indicated YouTube had 21.3 million users in Australia in early 2022.

This figure means YouTube’s 2022 ad reach was equivalent to 82.2% of Australia’s total population at the start of the year.

As well as this, numbers published in Meta’s advertising tools indicated Instagram had 12.75 million users in Australia in early 2022.

The report cited this figure to suggest Instagram’s ad reach in Australia was equivalent to 49.2% of the total population in January.

As well as this, Meta’s advertising resources indicated ads on Facebook Messenger reached 489,100 users in Australia in early 2022.

At the start of 2022, 52.8% of Facebook Messenger’s ad audience in Australia was female, while 47.2% were male.

According to the report, figures published in ByteDance’s advertising resources indicated TikTok had 7.38 million users aged 18 and above in Australia in early 2022.

Additionally, TikTok’s ad reach in Australia was equivalent to 31.3% of the local internet user base at the beginning of the year, regardless of age.

Insights shown in Snap Inc.’s advertising resources indicated Snapchat had 7.25 million users in Australia in early 2022. That’s 28% of the total population at the start of the year.

At the beginning of the year, 53.6% of Snapchat’s ad audience in Australia was female, while 46.4% were male.

LinkedIn’s advertising resources indicated LinkedIn had 13 million users in Australia in early 2022.

The company’s advertising reach figures suggest LinkedIn’s audience in Australia was equivalent to 50.1% of the total population at the beginning of the year.

In January, 46.1% of LinkedIn’s ad audience in Australia was female, while 53.9% was male.

Got a tip?

Emma Shepherd

Emma Shepherd was the acting deputy editor at Mumbrella who has over seven years of print and digital experience in the industry and has previously worked as a reporter for media outlets Bauer Media (now Are Media), Yahoo Australia, and a content strategist and writer for various independent marketing agencies.

topics ad reach ad revenue Data Reportal’s Digital Report 2022 Facebook Instagram LinkedIn Meta Snap social media users Twitter YouTube

Share Tweet Share

Have your say

Login with:

Continue with LinkedIn

or

Comment anonymously

Your comment will be marked as unverified

Name

Comment

Δ