Social Media Guide 2023 PDF

Figures Formats
Social
media
guide
www.ecommerce-nation.com
SOCIAL M ED IA GUID E 2023 INT
World
Key figures for social media
Figures Formats Top 10 Social Networks
1 Facebook
USA - 2004
Audience
2 YouTube
5.16
USA - 2005
4.76
billion
internet users
billion
social media users
3 WhatsApp
USA - 2009
worldwide
+3%
compared
to 2022
4 Instagram
USA - 2010
Key figures
5 Wechat
2h31 China - 2011
59.4% 6 TikTok
+2% China - 2016
YoY
of the world's
population uses
M T W T F S S
social media
We spend an average of 2.31 hours on social 7 Messenger
USA - 2011
networks ever y day
8 Douyin
+3%
new users in one year China - 2016
(4 .34 new users per
second)
9 Telegram
Virgin Islands - 2013
Sources : Datareportal, Hubspot

is the social network where
users spend the most 10 Snapchat
USA - 2011
time
Overview
of social networks in the world in 2023
1 2 3 4 5 6 7 8 9 10
Utilisate ursusaers
Ac tive ctifs
2.96 2.51 2
billion billion billion
2
billion
1.31 1.05 931 715 700 635
billion billion million million million million
MAU MAU MAU MAU MAU MAU MAU MAU MAU MAU
36.9% 31.4% 24.9% 24.9% 16.3% 13.1% 11.6% 8.9% 8.7% 7.9%
of the of the of the of the of the of the of the of the of the of the
population population population population population population population population population population
+1.58% +0.56% = +35.3% +3.6% +5.1% -5.8% +19.2% +27.3% +14%

compared to compared to compared to compared to compared to compared to compared to compared to compared to compared to
2022 2022 2022 2022 2022 2022 2022 2022 2022 2022

Figures Formats Facebook tools

The most popular social media in the world
Facebook Ads Manager
Ad network
Audience Tips oferring precise targeting
by age, location, ...
37%
Monthly Use Facebook's
active users Gender advertising tools Facebook Commerce
2.96
of the population repartition Manager
E-commerce platform
+1.58% women online selling

billion
compared to
2022
43% functionalities
Try to create virality

and reactions by Meta Foresight
including users and Professional blog
30% using humour
of users are
men 25 & 34 56%
men
with ar ticles based on
your interests
between years old
Prefer the
publication of visual
50%
of MSEs are
present on
Facebook
1.8
billion
of users use
Facebook
groups
content & use
Facebook's live Brands to watch
features
@NYXCosmeticsUK
Goals 3.2M followers Like
Create a community Leading

and build loyalty sectors @zarahome
Sources : Datareportal, Hubspot, Sell Courses Online

3.1M followers Like
Take advantage of Facebook's

tools to distribute your products Food
@justhype
Promote your products Fashion
1.2M followers Like
with visual communication
Take advantage of Meta's Entertainment @innocent.drinks

marketing tools to target your customers 0.6M followers Like
Figures Formats
Images
The most popular social media in the world
Videos
Recommended Max. File Max. Frames
Ratios
resolution size extension duration /second
MP4
Reel 9:16 500*888 4GB 1 min. 30
MOV
16:9 1280* 720 MP4

Shared 720* 1280
4GB 8h 30
9:16 MOV
360° 2:1 5120* 2560 MP4

10GB 30 min. 30

video 1:1 5120*5120 MOV
16:9 1920* 1080

MP4
In-feed 9:16 1080* 1920
4h
4GB MOV 30
ad 4:5 864* 1080
GIF
1:1 1080* 1080
Sponsorisée
MP4
Carousel MOV
1:1 1080* 1080 4GB 4h 30
ad
GIF
Sponsorisée
MP4 Profile
851*315
Ad cover
1:1 1080* 1080 4GB MOV 2h 30
collection
GIF

Profile
170* 170
Sponsorisée
photos
MP4
Instant 9:16 720* 1080 4GB MOV
2 min
30
Experience (end-to-end)
GIF 1200*630
Feed (Paysage)
16:9 1080* 720

MP4
Slideshow 4:5 1080* 1350 4GB 15 s 30 30,000
1080* 1080
MOV Panorama
1:1 pixels min.

Stories 1080* 1920

1080* 1080 MP4
Stories 9:16
1080* 1920
4GB 2 min. 30 (organic & ads)
MOV
Feed +
right column +
articles + 1200* 1200
marketplace ads
Figures Formats Instagram tools

Meta's visual inclination
Instagram Shopping
E-commerce platform
Audience Tips offering online selling

functionalities
25%
Monthly Be authentic and
active users
Gender spontaneous with Instagram Business
2.00
of the population Stories and Reels Create paid campaigns
repartition
+35.32% women
billion
compared to
2022
48% Favikon
Search & evaluate
influencers
Communicate
through influencers Mojo
15% Create original content
of users are
men
18 & 24
years old
52%
men
& videos
between
CapCut
Video editing
Develop your visual
tool
identity and create a
strong & complete
universe
Goals
Brands to watch
Create a visual Leading
universe around your brand
sectors @oreo Follow
3.5M followers
Promote your products Fashion

with attractive visuals
@glossier Follow
2.7M followers
Food
Bond
with a young audience

Tourism @telfarglobal Follow
1.4M followers
Approach
influencers
@privacypls Follow
104K followers
Figures Formats
Images
Meta's visual inclination
Videos
Ratios
1.9:1 2052* 1080

MP4
In-feed 1:1 1080* 1080 4GB 2 min. 60
MOV
4:5 864* 1080

MP4
In-feed MOV 60 s
1:1 1080* 1080 250 Mo 60
ad
GIF
Voir le profil Instagram
1:1 1080* 1080 60 s

MP4
Carousel (feed) (feed)
MOV
(feed)
4GB 60
ad 9:16 1080* 1920 15 s
GIF
Acheter
(stories) (stories) (stories)

1 min.
MP4
(organic)
Stories 9:16 1080* 1920 250 Mo MOV 60
2 min.
GIF
(paid)
Profile
150* 150
Instaler
photos
Reels
1080*608
(Landscape)
MP4 Feed
Reels 9:16 1080* 1920 4GB 2 min. 60 1080* 1350
MOV (organic & ads)
(Portrait)
& Carousel
1080* 1080
(Carré)

MP4
IGTV 16:9 1080* 1920 250 Mo MOV 1h 60 Stories 1080* 1920
GIF
Reels
Reels &
1080* 1920
IGTV
Figures Formats Twitter tools

Real-time information
Twitter business
Create & share
Audience Tips professional statistics &

adver tising tool
Tweetdeck
7%
Monthly
active users Use Twitter as a Manage
Gender customer relations
556
of the population your account & monitor
repartition channel your activity
+27.52% femmes
million
compared to
2022
37% Buffer
publish on the platform &
schedule posts
Avoid overly
advertising or
38.5% commercial Audiense Connect
of users are
men
25 & 34
years old
63%
hommes
publications marketing management &
targeting tool
between
Twitonomy
40%
of registrants
analy tics tool
use it ever y day
Use humour in your
communication
Goals Brands to watch
Develop and share Leading

@marcjacobs
with your community sectors 8.4M followers
Follow
Develop Music
your brand’s image @Skittles Follow
658.5K followers
Video games
Humanise

your company
@wayfair Follow
Information & 77.3K followers
technology
React services
to recent content
@FOREO Follow
11.4K followers
Figures Formats
Real-time information
Images
Ratios
Profil 400*400
photos
Header
1500*500
photos
Feed 1600* 900
11 24 686
Multi- 600*335 min.

images (per image)
11 24 686
800*418
Website/ (Landscape)
App card/
11
11
24 686
Carousels 800*800
(Square)
800* 200
(Twitter Cards)
11 24 686
Ads 800*320
(website card)
Videos
Ratios

1280* 720
(landscape)
In-feed / 16:9 720* 1080 MP4
140 s
30
1GB
ads 1:1 (portrait) MOV 60
11 24 686 1200* 1200
(square)
Figures Formats Linkedin tools

The professional network
Shield
Analyse your profile
Audience Tips
Perfect Post
Create quality content
11%
Monthly
active users Pay attention to the
Gender headlines of your
900
of the population
repartition publications to arouse Sales Navigator
curiosity Find more people
+11.39% women
million
compared to
2022
44% Campaign Manager
Create campaigns
to promote
Publish regularly your products
34.3%
of users are
men
25 & 34
years old
56%
men Waalaxy
between Automate your sales processes
Develop a
storytelling strategy
Goals
Brands to watch
Deploy personal
branding and employee advocacy Leading E-Commerce Nation Follow
sectors Technology, information and Internet.
Caen, Calvados
Promote your activity

Information &
& show your exper tise technology Slack
Follow
services Enterprise Messaging Software
San Francisco, California
Recruiting employees Hospital &

and developing your network health care Semrush

Technology, information and Internet. Follow
Boston, Massachusetts
Construction
Increase the visibility
of your company
Hubspot
Follow
Technology, information and Internet.
Cambridge, Massachusetts
Figures Formats
The professional network
Images
Ratios
Profile 400*400
picture
Profile
1584*396
cover
Feed 1200* 1200
Stories 1080* 1920
1080* 1080 300* 250

(carrousel, (sponsored message)
2 to 10 cards)
Ads 1200*627
100* 100 (advertising material,
(company logo, sponsored content
advertising text) image)
1128*376 502* 282

(main life tab) (customized modules
Company 1128* 191 of the "life" tab)
page (page cover) 60*60
900*600 (square logo)
(company pictures)
Videos
Ratios
Suivre
1:2.4 800* 1920 MP4

Shared 5GB MOV 10 min. 60
2.4:1 1920*800 MKV
224 2 commentaires

Suivre
9:16 1080* 1920
4:5 864* 1080
Ads 200MB MP4 30 min. 30
1:1 1080* 1080
13 747 1352 commentaires
16:9 1920* 1080
Figures Formats Pinterest tools

The visual source of inspiration
Pinterest Business
Everything to make
Audience Tips the most of Pinterest
6%
Monthly Publish quality Pinterest Predicts
active users Gender The annual report
visuals
450
of the repartition
on the trends that will
mark the year to come
+3.93% women
million
compared to
2022
76% A key tool for marketers
Pin content to
your board Shuffles
The app of collage
of popular searches
97% on Pinterest do not
contain a brand name 17% that Gen Z loves
men
The number of Create specific

Generation Y users in boards for users to
the US has increased find their way to
+35% by 35% in one year
your profile
Brands to watch
@ikea
Goals
Follow
713k followers
Leading
Showcase sectors
your products @airbnb Follow
177.1k followers
Fashion
Take advantage of the
platform's E-commerce features
@tesco
Sources : Datareportal, Hubspot, Pinterest

Follow
Beauty 123.7K followers
Reach a
predominantly female target
Home
decoration @moltonbrownuk Follow
4.1K followers
Humanise
your communication
Figures Formats
The visual source of inspiration
Images
Ratios
Profile 256* 256

picture
Profile
1200*480
cover
Parcourir Regarder
1000* 1500
Feed pins / (Portrait)
Ads /
Carousels 1000* 1000
(Square)
Sponsorisée
Parcourir Regarder
Story pins / 1080* 1920

1,2k Fleets
246
Infographic 1000*3000
pins
S’abonner
1000* 1500
Collection (Portrait)
pins 1000* 1000
(Square)
S’abonner
Sources : Datareportal, Hubspot, Hootsuite, Pinterest

Videos
Max. File Max.
Ratios
size extension duration
1:1
(square)
MP4
Video 2:3
MOV 15 min.
2GB
pins 4:5 M4V
S’abonner
9:16
Visiter Enregistrer (vertical)
Figures Formats YouTube tools

Google’s very own video platform
YouTube Studio
Back office
Audience Tips for content creators on

YouTube
31%
Monthly TubeBuddy
active users Invest in good
Gender Diagnostic
filming equipment
2.6
of the population repartition
organic video optimisation
tool (VSEO ). Helps you rank
+0.56% women on YouTube’s search

billion
compared to
2022
46% engine results page
Develop a strong and

recognisable visual VidiQ
20.7% 46
minutes
identity Optimise
54%
your presence on YouTube
of users are
men spent on
between average per
men
day on the
25 & 34 years old platform Filmora
Editing tool
Create playlists and
collaborate with
9/10
9 out of 10 people
discover new brands creators
through YouTube
Brands to watch
Goals
Develop
Leading Lego
sectors
Subscribe
15.7M followers
your brand’s universe
Find News
new customers Red Bull Subscribe
Sources : Datareportal, Hubspot, Hootsuite

11.1M followers
Entertainment
Give a new
dimension to your products
Disney Subscribe
5.6M followers
Education
Unite your community
and humanise your brand
Coca-Cola Subscribe
3.9M followers
Figures Formats
Images
Google’s very own video platform
Videos
Recommanded Max. File Max.
Ratios
resolution size extension duration
426 x 240 MOV,

(240p)
MPEG-1
640 x 360
(360p)
MPEG-2,
854 x 480 MPEG4 MP4
(480p) MPG,
1280 x 720 AVI WMV
Video (720p)
12 h
16:9 128MB MPEGPS FLV
player 1920 x 1080
245 Je n’aime... Partager Créer Télécharger
(1080p) 3GPP
S’ Y RENDRE
2560 x 1440 WebM,

(1440p) DNxHR
3840 x 2160 ProRes
(2160p)
CineForm
7680*4320
(4320p) HEVC (h265)
MOV,
426 x 240 MPEG-1
(240p)
MPEG-2,
640 x 360
(360p) MPEG4 MP4
854 x 480 MPG,
(480p)
AVI WMV
1280 x 720
3,9 k vues 1,7 k vues 4,5 k vues
Shorts 9:16 (720p)

- MPEGPS FLV 60 sec
3GPP
1920 x 1080
(1080p) WebM,
Profile
2560 x 1440 DNxHR 800*800
(1440p)
picture
ProRes
3840 x 2160
(2160p) CineForm
HEVC (h265)
Banner 2560* 1440
6 min ÉCOUTER
854*480 (Skippable
(480p) in-stream ads Thumbnail 1280* 720
Ad
1280* 720 20 sec
InStream/ 16:9 (720p)
- MP4 (Unskippable

bumper in-stream ads)
1920* 1080
(1080p) 6 sec
(bumper) Watermark 150* 150
MP4
640*360 AVI 300* 250
SPONSORISÉ
Ad in 16:9 (16:9)
ASF 3 min
(display ad)
1MB
Feed 4:3 480*360 300*60
(4:3)
QuickTime Ads (display ad long)
MPEG
S’ Y RENDRE
480* 70
(overlay ad)
Figures Formats Snapchat tools

The potential of augmented reality
Lens Studio
create your own filters
Audience Tips
T Snapchat Trends
discover content
8%
Monthly Invest in filters
active users
Gender creation
635
of the population
repartition Quuu
share curated content
+14% women
million
compared to
2022
51% Sked Social
Be natural and schedule your posts
spontaneous
20.5%
of users are
men between
18 & 24
years old
48%
men
Brands to watch
Be creative
Bumble
Follow
Social
Goals SHEIN
Leading
Follow
Fashion
sectors
Connect
with your community
Taco Bell Follow
Fashion Food
Promote
your products through AR features
Beauty Amazon Follow
Generalist

Create Entertainment
viral content
Showcase
your exper tise
Figures Formats
The potential of augmented reality
Images
Ratios
Logo for a
branded 993* 284
sticker
Image 360*600
S’abonner
Stories Spotlight Lenses
Ad 1080* 1920
S’abonner
Stories Spotlight Lenses
Filter 1080* 2340
Videos
Recommended Max. File Max. Frales
Ratios
Single MP4

9:16 1080 x 1920 32MB 180 s -
video ad MOV
Acheter Pub
Long 9:16 MP4

1080 x 1920 1GB 180 s -
form ad 16:9 MOV
Acheter Pub
Figures Formats TikTok tools

The latest social media phenomenon
TikTok For Business
Professionalize your content
Audience Tips Per formance-based
solutions to help you grow
your business.
13%
Monthly
Take advantage of all the
active users Gender effects at your disposal Zoomerang
1.05
Video template marketplace
+5.1% women
billion
compared to
2022
54% CapCut
Video editing tool
Create trends and
challenges
21.5% 95 Fanbytes
46%
of the users are minutes Influence strategy
men between spent on
18 & 24 years old
average on men
the platform
Pentos
per day Don't take yourself P Analytics tool
too seriously
2.3 x
Millennial TikTok users are 2.3x
more likely than other platform
users to create a post & tag a brand
Goals Leading Brands to watch

sectors
Reach Ryanair
a young target 2M followers
Follow
Beauty
Create challenges to go viral

Finance Netflix Follow
33.5M followers
Create content adapted to trends

Music
industry
Create Duolingo
humorous content 6.1M followers
Follow
Take advantage
of the high engagement rate
Fenty Beauty Follow
2M followers
Figures Formats
The latest social media phenomenon
Images
Ratios
Profile
100* 100
Story 1080* 1920
Videos
Ratios
MP4
In-feed 9:16 1080 x 1920 500MB 10 min -

MOV

1280* 720
(landscape)
9:16
In-feed 1:1 640*640 MP4
500MB 60 s -
494,3K
ad (square) MOV
5782
Partager
16:9 720* 1280
(ver tical)
WhatsApp Figures Formats WhatsApp tools

The standard for instant messaging
WhatsApp business
professional interaction
Audience Tips manage your customer
service on instant
messenger
25%
Monthly Develop a website
active users Gender with your catalog
Landbot
2
create chatbot
--% women
billion
compared to
2022
46% Polls for WhatsApp
organize polls
Share product
news with the
Status feature
100
billion
WhatsApp
messages are
sent ever y day 54%
Callbell
create a call center
men manage a new

communication channel
Share news about

your company
Goals
Brands to watch
Create Leading
communities sectors Adidas
Customer service
Edition
Have an alternative
communication channel
Flipkart
Customer service
Fashion

Build relationships
with customers
KLM
Customer service
Answer
customers quickly Makro
Customer service
Figures Formats Outils Twitch

The leading streaming platform
by Amazon Ads Twitch Advertising
launch paid campaigns
Audience Tips
OBS Studio
Open Broadcast Software
2%
Monthly Invest in quality record your live formats
active users equipment
Gender
140
StreamLabs
--% women Streaming tool
million
compared to
2022
33% SaaS all-in-one tool to
organise your streaming
Create entertaining sessions
content that is relevant
31
to your target audience
daily visitors
Twitch Studio
million
to stream
content 67%
men
studio
Edit your streams
Organise meet-ups
and stream regularly
Target a young Doritos Follow

and connected population
TM
9K followers
Leading
sectors
Create bonds Monster Energy Follow
29K followers
through live formats
Gaming

Promote products Ubisoft
Technology 968K followers
Follow
through influence marketing
IT
Organize Wendy’s Follow
112K followers
live shopping sessions
Figures Formats
The leading streaming platform

by Amazon
Images
File Max.
Ratios
extension size
PNG
Profile 256* 256 JPEG 10MB
picture
GIF
PNG
Profile
1200*480 JPEG 10MB
banner
GIF
1280* 720
Webcam (16:9) PNG
10MB
overlay 800*600 WEBM
(4:3)
Offline 1920* 1080

JPEG
10MB
screen PNG
PNG
Pannels 320* 70 JPEG 2.9MB
GIF
PNG
Alerts 800*600 3MB
WEBM
Videos

Ratios
46:07:14
10 30
20:40 1:11:33
Suivre
Live 16:9 1920 * 1080 - - 48 h 60
Figures Formats Discord tools

The community messaging platform
Discord Nitro
Subscription
Audience Tips the most complete

version of the tool
390
2% MEE6
Monthly Create a server for
active users million
your community to Chatbot
150
users are
of the population
registered
express itself
automate the sending
to the of messages, animate
million
--% messaging
platform
your ser ver and bond
with your community
compared to
2022
Promote strong Helper.gg

values that are Financement participatif
42.4% close to your target
audience's issues
of users are
between Double Counter
25 & 34 years old Spam limiting tool
Promote your
servers on social
media
Respond instantly Gucci Accept the invitation

to potential requests GucciVault
Create servers Leading

Adidas
sectors Accept the invitation
Sources : Datareportal, Hubspot, Hootsuite, Discord

tailored to specific needs adidasOriginals
Give a relaxed Gaming

feel to your communication
Samsung Accept the invitation
Samsung US
Sports
Develop the community

spirit of your company StockX Accept the invitation
Culture StockX
Figures Formats Messenger tools

Meta's 2nd instant messenger
Chat Blasting
Messaging
Audience Tips send mass messages (like

a newsletter) to a list of
contacts.
12%
Monthly Automate to the
active users Gender maximum with the ChatFuel
931
of the population repartition available tools Customer service automation
7
billion women
million conversations
ever y day 45% Flow XO
Manage payments
Be responsive to get
badges on your
Facebook page
55%
men
Set up an FAQ
Goals
Create a fully-fledged Leading

customer ser vice sectors
Bond Beauty
with consumers

Finance
Attract people
to your website
Fashion
Offer an
additional sales channel
Figures Formats Useful applications

Professional messaging for Slack
Audience Tips Google Drive

Cloud storage
Monthly
active users Organise surveys
Google Calendar
43
Event synchronization
million
Zoom
Create reminders Conference tool
Zapier
Task automation
Share updates with
+65%
of all the For tune 100
your teams
companies use Slack for
business communication Hubspot
CRM platform
provides the software,

integrations, and
Optimise project resources to connect
Goals management marketing, sales, content
management, and
customer service teams
Exchange between
employees within a company
Canva
Design tool
Organise
working groups
Sources : Datareportal, Hubspot, Hootsuite, Slack

Simple Poll
Poll organisation
Replace
time-consuming emails
Take advantage
of the many applications available
E-Commerce Nation
Follow us
on social networks ECN

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Figures Formats

2h31 China - 2011

Sources : Datareportal, Hubspot

+1.58% +0.56% = +35.3% +3.6% +5.1% -5.8% +19.2% +27.3% +14%

Sources : Datareportal, Hubspot

Figures Formats Facebook tools

+1.58% women online selling

Try to create virality

Create a community Leading

Sources : Datareportal, Hubspot, Sell Courses Online

Take advantage of Facebook's

with visual communication

Take advantage of Meta's Entertainment @innocent.drinks

16:9 1280* 720 MP4

360° 2:1 5120* 2560 MP4

16:9 1920* 1080

16:9 1080* 720

Sources : Datareportal, Hubspot

Stories 1080* 1920

Figures Formats Instagram tools

Audience Tips offering online selling

Promote your products Fashion

Sources : Datareportal, Hubspot

1.9:1 2052* 1080

1:1 1080* 1080 60 s

(stories) (stories) (stories)

Sources : Datareportal, Hubspot

Figures Formats Twitter tools

Audience Tips professional statistics &

Goals Brands to watch

Develop and share Leading

Sources : Datareportal, Hubspot

Feed 1600* 900

Multi- 600*335 min.

Sources : Datareportal, Hubspot

Figures Formats Linkedin tools

Promote your activity

Recruiting employees Hospital &

Sources : Datareportal, Hubspot

The professional network

Feed 1200* 1200

Stories 1080* 1920

1080* 1080 300* 250

1128*376 502* 282

1:2.4 800* 1920 MP4

Sources : Datareportal, Hubspot

16:9 1920* 1080

Figures Formats Pinterest tools

Audience Tips the most of Pinterest

The number of Create specific

Sources : Datareportal, Hubspot, Pinterest

Beauty 123.7K followers

The visual source of inspiration

Profile 256* 256

Story pins / 1080* 1920

Sources : Datareportal, Hubspot, Hootsuite, Pinterest

Figures Formats YouTube tools

Audience Tips for content creators on

+0.56% women on YouTube’s search

1128376 502 282