Global Report Users Activity The research of users activity for various types of content in Social Media for 2020 Relative Activity by Text Length in Posts 29-42 Relative Activity by Attachments in Posts 62-73

Methodology I 30 Methodology I 63 Methodology II 31 Methodology II 64 Methodology III 32 Methodology III 65 33 Facebook 66 34 Instagram 67 35 Twitter 68 YouTube 36 69 Table of contents Tumblr 37 VK 70 VK 38 Ok 71 Ok 39 72 Telegram 40 Average 73 Relative Activity by Days of Week 4-16 Coub 41 Average 42 Methodology I 5 Average Engagement Rate of Pages 74-84 Methodology II 6 by Count of Followers Facebook 7 Relative Activity by Text Length in Posts by Days of 43-52 Instagram 8 Week Methodology I 75 Twitter 9 Methodology II 76 YouTube 10 Facebook 44 Methodology III 77 Tumblr 11 Instagram 45 Facebook 78 TikTok 12 Twitter 46 Instagram 79 VK 13 YouTube 47 Twitter 80 Ok 14 Tumblr 48 YouTube 81 Telegram 15 VK 49 TikTok 82 Average 16 Ok 50 VK 83 Telegram 51 Ok 84 Average 52 Relative Activity by Hours of Day 17-28

Methodology I 18 Relative Activity by Text Length in Posts by Hours 53-61 Methodology II 19 of Day Facebook 20 Instagram 21 Facebook 54 Twitter 22 Instagram 55 YouTube 23 Twitter 56 TikTok 24 YouTube 57 VK 25 VK 58 Ok 26 Ok 59 Telegram 27 Telegram 60 Average 28 Average 61 Data source

The research is based on 537 million social media posts by 1 106 thousands different pages were analyzed by Popsters users in 10 social networks for 2020:

Instagram, Facebook, Ok, VK, Twitter, Telegram, Coub, Tumblr, YouTube and TikTok.

Social Media Users Activity Global Report by Popsters.com 2020 3 Relative Activity by Days of Week Relative Activity by Days of Week Methodology I

Average activity of published Total of activity (reactions, shares,comments) at specific day of week posts at specific day of week Count of posts such type

Percent of activity on average Average activity of published posts at specific day of week published posts at specific x100% Total of average activities of posts by alldays of week day of week

Social Media Users Activity Global Report by Popsters.com 2020 5 Relative Activity by Days of Week Methodology II

Aggregation of data by different Total data by all analyzes at specific time

pages Count of nonzero values

Equalization of percent values Average value for each day of week accounting nonzero values Total of all average values

Social Media Users Activity Global Report by Popsters.com 2020 6 RELATIVE ACTIVITY BY DAYS OF WEEK Facebook

Tuesday activity 20% is 41% more 16.1 than on Sunday

15% 15.9 15.1 15.2 14.3

10% 11.4 11.9

5% Tuesday Sunday 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 7 RELATIVE ACTIVITY BY DAYS OF WEEK Instagram

Monday activity 20% is 19% more than on Sunday 15.1 15%

14,8 14.9 14.7 14.9 12.9 10% 12.7

5% Monday Sunday 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 8 RELATIVE ACTIVITY BY DAYS OF WEEK Twitter

Monday, Tuesday, 20% Wednesday and Friday activity is 23% more than on Saturday 15.1 15.1 15.1 15.1 15% 15.0

10% 12.4 12.3

5% Mon, Tue, Wed, Fri Wed, Tue, Mon, Sunday 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 9 RELATIVE ACTIVITY BY DAYS OF WEEK YouTube

Thursday and 20% Friday activity is 31% more than 15.6 15.6 on Sunday

15%

14.6 15.1 15.0

10% 11.9 12.3

5% Thursday, Friday Thursday, Sunday 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 10 RELATIVE ACTIVITY BY DAYS OF WEEK Tumblr

Saturday activity 25% is 123% more 22.2 than on Wednesday

20%

15% 17.2 14.2 13.2 10% 12.1 11.2 10.0

5% Saturday Wednesday 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 11 RELATIVE ACTIVITY BY DAYS OF WEEK TikTok

Monday activity 20% is 21% more than on Sunday 15.3 15%

14.6 14.7 15.0 14.7 13.3 12.6 10%

5% Monday Sunday 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 12 RELATIVE ACTIVITY BY DAYS OF WEEK VK

Monday and 20% Wednesday activity is 11% more than on Saturday & Sunday 14.8 14.8 15%

14.6 14.6 14.7 13.3 13.3 10%

5% Monday, Wednesday Monday, Sunday Saturday, 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 13 RELATIVE ACTIVITY BY DAYS OF WEEK Ok

Monday and 20% Tuesday activity is 25% more 15.2 15.2 than on Sunday

15% 15.0 15.0 15.0

10% 12.1 12.5

5% Monday, Tuesday Monday, Sunday 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 14 RELATIVE ACTIVITY BY DAYS OF WEEK Telegram

Thursday activity 20% is 18% more than on Saturday 15.2 and Sunday

15%

14.6 14.9 14.7 14.7 12.9 10% 12.9

5% Thursdat Sunday Saturday, 0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 15 RELATIVE ACTIVITY BY DAYS OF WEEK Average

20% 15.2 15%

14.8 14.8 14.4 14.6 13.7 10% 12.4

5%

0% Sun Mon Tue Wed Thu Fri Sat

Social Media Users Activity Global Report by Popsters.com 2020 16 Relative Activity by Hours of Day Relative Activity by Hours of Day Methodology I

Average activity of published Total of activity (reactions, shares, comments) at specific hour of day posts at specific hour of day Count of post such type

Percent of activity on average Average activity of published posts at specific hour of day x100% published posts at hour of day Total of average activities of posts by all hours of day

Social Media Users Activity Global Report by Popsters.com 2020 18 Relative Activity by Hours of Day Methodology II

Aggregation of data by different Total data by all analyzes at specific time pages Count of nonzero values

Equalization of percent values Average value for each hour of day accounting nonzero values Total of all average values

Social Media Users Activity Global Report by Popsters.com 2020 19 RELATIVE ACTIVITY BY HOURS OF DAY Facebook

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 1.9 1.3 0.9 0.9 0.9 1.1 1.8 2.6 4.6 5.3 6.1 6.6 6.7 6.1 6.4 6.3 6.5 6.4 6.4 6.6 5.0 4.1 3.2 2.4 Activity at 12:00 is 687% more than at 3:00 7%

6%

5%

4%

3%

2%

1% 12:00 3:00

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 20 RELATIVE ACTIVITY BY HOURS OF DAY Instagram

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 2.1 1.5 1.2 1.0 1.1 1.2 1.6 2.4 3.4 4.7 5.7 6.3 6.7 6.4 6.4 6.5 6.5 6.7 6.6 6.0 5.3 4.4 3.5 2.7 Activity at 17:00 is 544% more than at 3:00 7%

6%

5%

4%

3%

2%

1% 17:00 3:00

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 21 RELATIVE ACTIVITY BY HOURS OF DAY Twitter

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 3.4 2.6 2.1 1.7 1.6 1.6 2.1 2.6 3.7 5.0 5.5 5.8 5.9 5.8 5.9 5.7 5.6 5.8 5.5 4.9 4.8 4.3 4.0 3.9 Activity at 12:00 is 282% more than at 4:00-5:00 7%

6%

5%

4%

3%

2%

1% 12:00 4:00 - 5:00

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 22 RELATIVE ACTIVITY BY HOURS OF DAY YouTube

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 2.5 2.1 1.8 1.8 1.9 2.3 2.8 3.6 4.4 5.5 5.7 5.7 5.8 6.0 6.4 6.2 6.0 5.6 5.3 4.7 4.3 3.8 3.2 2.8 Activity at 14:00 is 265% more than at 2:00-3:00 7%

6%

5%

4%

3%

2%

1% 14:00 2:00 - 3:00

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 23 RELATIVE ACTIVITY BY HOURS OF DAY TikTok

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 2.8 2.2 1.7 1.4 1.2 1.2 1.3 1.6 2.0 2.8 3.9 5.9 5.8 5.6 6.1 6.6 6.4 7.0 7.0 8.6 5.6 5.3 4.1 4.0 Activity at 19:00 is 627% more than at 4:00-5:00 9%

8%

7%

6%

5%

4%

3%

2%

1% 19:00 4:00 - 5:00

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 24 RELATIVE ACTIVITY BY HOURS OF DAY VK

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 3.1 2.1 1.5 1.3 1.2 1.4 2.0 3.2 4.3 5.3 6.0 6.2 6.3 6.0 6.0 5.8 5.8 5.8 5.7 5.3 4.9 4.3 3.7 3.0 Activity at 12:00 is 436% more than at 4:00 7%

6%

5%

4%

3%

2%

1% 12:00 4:00

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 25 RELATIVE ACTIVITY BY HOURS OF DAY Ok

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 1.4 0.9 0.8 0.8 0.8 0.9 1.5 1.8 4.3 5.1 6.4 6.7 7.5 6.5 6.8 6.8 7.0 6.9 7.6 5.9 5.0 3.7 3.0 2.1 Activity at 18:00 is 903% more than at 2:00 - 4:00 8%

7%

6%

5%

4%

3%

2%

1% 18:00 2:00 - 4:00

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 26 RELATIVE ACTIVITY BY HOURS OF DAY Telegram

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 2,7 2,0 1,4 1,0 1,0 0,9 1,3 2,0 3,3 4,3 5,3 6,0 6,5 6,3 6,2 5,9 6,2 6,4 6,7 6,1 5,5 4,7 4,5 3,7 Activity at 18:00 is 622% more than at 5:00 7%

6%

5%

4%

3%

2%

1% 18:00 5:00

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 27 RELATIVE ACTIVITY BY HOURS OF DAY 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 2.5 1.8 1.4 1.2 1.2 1.3 1.8 2.5 3.7 4.7 5.6 6.2 6.4 6.1 6.3 6.2 6.2 6.3 6.4 6.0 5.1 4.3 3.6 3.1

7%

6%

5%

4%

3%

2%

1%

0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Social Media Users Activity Global Report by Popsters.com 2020 28 Relative Activity by Text Length in Posts Relative Activity by Text Length in Posts Methodology I

Popsters automatically categorizes all posts on 3 types: Short length up to 160 symbols

Medium length Long length 160…1 000 symbols

From 1 000 symbols

Social Media Users Activity Global Report by Popsters.com 2020 30 Relative Activity by Text Length in Posts Methodology II

Average activity of posts with Total activities of posts with text specific length x100% text specific length Count of posts such type

Relative average activity of Average activity of posts with text specific length posts such type Total of all average values by all types

Social Media Users Activity Global Report by Popsters.com 2020 31 Relative Activity by Text Length in Posts Methodology III

Aggregation of data by Total data by all analyzes of activity by text length different pages Count of nonzero values

Equalization of percent values Average value of each type accounting nonzero values Total of all average values

Social Media Users Activity Global Report by Popsters.com 2020 32 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Facebook

Short 50% 45.98 is 173% more than Long

40%

30% 37.17

20%

10% 16.85 Short Long 0% Long Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 33 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Instagram

Medium 50% is 63% more 44.61 than Long

40%

30%

27.36 28.02 20%

10% Medium Long 0% Long Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 34 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Twitter

Short 70% is 59% more 62.03 than Medium 60%

50%

40%

30% 39.00

20%

10% Short Medium 0% Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 35 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS YouTube

Medium 50% is 134% more 44.72 than Short

40%

30% 38.73

20%

10% 16.55 Medium Short 0% Long Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 36 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Tumblr

Medium 50% is 86% more 43.65 than Short

40%

30%

20% 23.50

10% 32.85 Medium Short 0% Long Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 37 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS VK

Short 60% is 180% more 51.50 than Long

50%

40%

30% 30.11 20%

18.40 10% Short Long 0% Long Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 38 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Ok

Medium 50% is 100% more 42.08 than Long

40%

36.84 30%

20% 21.08

10% Medium Long 0% Long Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 39 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Telegram

Medium 50% is 58% more 39.75 than Long 40%

30% 35.07

20% 25.19

10% Medium Long 0% Long Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 40 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Coub

Short is 87% 70% 65.20 more than Medium 60%

50%

40%

30%

20%

10% 34.80 Short Medium 0% Medium Short

MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 41 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS Average

50% 40.30 40%

30% 33.92

20% 25.78

10%

0% Long Medium Short

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 42 Relative Activity by Text Length in Posts by Days of Week RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Facebook

1.13 4.04 5.64 2.17 6.11 6.23 3.66 6.26 6.60 2.20 6.65 7.09 2.15 6.11 7.06 2.25 6.35 6.90 1.35 4.34 5.69

8%

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 44 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Instagram

2.84 5.96 3.43 3.91 7.56 3.74 3.85 7.44 3.69 3.88 7.47 3.67 3.81 7.40 3.64 3.81 7.58 3.76 2.99 6.11 3.45

8%

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 45 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Twitter

4.04 7.80 5.93 9.21 6.23 8.89 6.07 9.40 6.12 9.11 6.02 9.31 4.10 7.76

10%

9%

8%

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 46 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK YouTube

4.39 5.60 1.65 5.02 7.32 2.32 5.43 7.32 2.41 5.15 7.50 2.45 5.72 7.60 2.37 5.85 7.55 2.37 4.37 5.88 1.73

8%

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 47 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Tumblr

3.66 7.81 2.62 4.52 4.68 2.95 6.72 4.68 2.45 2.24 3.98 2.72 1.99 5.31 3.05 4.99 6.43 6.60 9.88 10.20 2.51

11%

10%

9%

8%

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 48 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK VK

1.77 3.93 7.26 2.46 4.90 7.51 2.41 4.92 7.41 2.43 4.95 7.51 2.43 4.87 7.44 2.46 5.01 7.38 1.87 3.95 7.10

8%

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 49 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Ok

1.47 5.16 5.00 2.64 7.30 5.53 2.59 7.47 5.39 2.53 7.38 5.24 2.58 7.20 5.36 2.45 7.23 5.57 1.77 5.24 4.90

8%

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 50 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Telegram

2.78 4.93 4.52 3.15 6.24 5.38 3.18 6.60 5.33 3.30 6.27 5.59 3.46 6.53 5.55 3.12 6.18 5.56 2.56 5.20 4.54

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 51 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY DAYS OF WEEK Average

2.6 5.3 4.3 3.4 6.3 4.8 4.0 6.4 4.8 3.1 6.3 4.9 3.2 6.4 4.9 3.6 6.6 5.5 3.5 5.8 4.3

8%

7%

6%

5%

4%

3%

2%

1%

0% Sun Mon Tue Wed Thu Fri Sat

LONG MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 52 Relative Activity by Text Length in Posts by Hours of Day RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Facebook

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 0.12 0.07 0.05 0.04 0.04 0.06 0.12 0.18 0.36 0.60 0.80 0.87 0.93 0.84 0.83 0.90 0.88 0.91 0.86 1.75 0.49 0.36 0.23 0.18 0.55 0.36 0.27 0.24 0.26 0.29 0.46 0.78 1.94 2.09 2.70 2.85 2.90 2.66 2.65 2.76 2.71 2.79 2.76 2.14 1.78 1.31 0.93 0.70 1.04 0.72 0.53 0.50 0.52 0.67 1.07 1.54 2.16 2.62 2.87 3.12 3.06 2.75 3.03 2.78 2.98 2.84 2.91 2.75 2.70 2.29 1.86 1.34

3%

2%

1%

0% 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 Social Media Users Activity Global Report by Popsters.com 2020 54 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Instagram

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 0.32 0.21 0.16 0.14 0.16 0.22 0.33 0.50 0.78 1.13 1.43 1.54 1.62 1.53 1.54 1.58 1.52 1.63 1.63 1.47 1.24 0.94 0.68 0.48 0.88 0.63 0.50 0.43 0.45 0.54 0.75 1.10 1.64 2.42 3.11 3.45 3.65 3.45 3.44 3.51 3.51 3.59 3.55 3.13 2.65 2.13 1.61 1.20 0.70 0.53 0.42 0.34 0.34 0.35 0.42 0.59 0.80 1.08 1.33 1.49 1.61 1.54 1.51 1.59 1.59 1.69 1.68 1.57 1.45 1.29 1.08 0.90

4%

3%

2%

1%

0% 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 Social Media Users Activity Global Report by Popsters.com 2020 55 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Twitter

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 0.83 0.59 0.44 0.36 0.35 0.36 0.52 0.59 1.13 1.74 2.06 2.38 2.38 2.40 2.60 2.42 2.48 2.56 2.39 1.94 1.73 1.41 1.32 1.06 2.41 1.84 1.49 1.22 1.07 1.08 1.42 1.85 2.37 3.18 3.57 3.56 3.81 3.52 3.48 3.51 3.41 3.48 3.21 3.04 3.12 2.94 2.68 2.70

4%

3%

2%

1%

0%

MEDIUM SHORT Social Media Users Activity Global Report by Popsters.com 2020 56 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY YouTube

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 0.74 0.64 0.53 0.53 0.60 0.72 0.95 1.21 1.48 1.92 2.14 2.07 2.11 2.16 2.15 2.28 2.03 1.94 1.90 1.61 1.40 1.25 1.06 0.86 1.22 0.99 0.86 0.87 0.86 1.08 1.41 1.78 2.29 2.83 2.86 2.93 2.98 3.09 3.45 3.21 3.15 2.86 2.71 2.43 2.26 1.89 1.57 1.37 0.37 0.31 0.23 0.26 0.25 0.31 0.35 0.49 0.64 0.74 0.87 0.85 0.86 0.94 0.98 0.86 0.90 0.87 0.77 0.67 0.63 0.65 0.50 0.45

4%

3%

2%

1%

0% 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 Social Media Users Activity Global Report by Popsters.com 2020 57 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY VK

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 0.27 0.17 0.12 0.10 0.09 0.11 0.15 0.28 0.41 0.64 0.85 0.92 1.00 0.92 0.95 0.95 0.96 0.99 0.97 0.87 0.71 0.57 0.45 0.34 0.74 0.44 0.31 0.25 0.22 0.26 0.38 0.65 1.07 1.57 2.00 2.18 2.36 2.20 2.17 2.22 2.20 2.27 2.26 1.96 1.61 1.31 1.00 0.79 1.88 1.29 0.92 0.78 0.73 0.87 1.31 2.08 2.67 3.08 3.26 3.23 3.20 3.03 3.02 2.84 2.80 2.71 2.73 2.61 2.58 2.36 2.12 1.71

4%

3%

2%

1%

0% 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 Social Media Users Activity Global Report by Popsters.com 2020 58 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY

Ok

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 0.10 0.07 0.05 0.07 0.06 0.07 0.11 0.17 0.31 0.67 1.04 1.09 1.14 0.98 0.98 1.10 1.06 1.17 1.30 1.03 0.71 0.39 0.25 0.17 0.39 0.25 0.14 0.17 0.17 0.21 0.40 0.59 1.54 2.32 3.18 3.78 3.93 3.65 3.53 3.61 3.68 3.71 4.08 3.12 2.24 1.52 0.91 0.69 0.67 0.47 0.46 0.49 0.46 0.57 0.87 0.96 2.26 1.97 2.30 1.91 2.74 1.93 2.38 2.22 2.38 2.22 2.57 1.92 2.02 1.57 1.65 1.09

4%

3%

2%

1%

0% 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 Social Media Users Activity Global Report by Popsters.com 2020 59 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY Telegram

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 0.31 0.20 0.15 0.10 0.11 0.15 0.18 0.20 0.51 0.84 1.18 1.24 1.51 1.29 1.30 1.15 1.32 1.21 1.07 1.19 0.97 0.87 0.71 0.61 0.98 0.66 0.49 0.31 0.33 0.29 0.43 0.73 1.44 1.87 2.36 2.80 3.08 3.01 2.77 2.77 2.77 2.84 3.24 2.81 2.53 2.14 1.80 1.49 1.08 0.77 0.60 0.40 0.32 0.34 0.44 0.75 1.16 1.51 1.92 2.28 2.35 2.38 2.41 2.12 2.53 2.51 2.67 2.16 2.02 1.60 1.80 1.56

4%

3%

2%

1%

0% 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 Social Media Users Activity Global Report by Popsters.com 2020 60 RELATIVE ACTIVITY BY TEXT LENGTH IN POSTS BY HOURS OF DAY 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 0.31 0.23 0.18 0.16 0.18 0.22 0.31 0.42 0.64 0.96 1.24 1.29 1.38 1.29 1.29 1.33 1.30 1.31 1.29 1.32 0.92 0.73 0.56 0.44 0.80 0.56 0.43 0.38 0.38 0.45 0.64 0.94 1.65 2.19 2.70 3.00 3.15 3.01 3.00 3.01 3.00 3.01 3.10 2.60 2.18 1.71 1.30 1.04 0.96 0.68 0.53 0.46 0.44 0.52 0.74 1.07 1.62 1.83 2.09 2.15 2.30 2.09 2.22 2.07 2.20 2.14 2.22 1.95 1.90 1.63 1.50 1.17

3%

2%

1%

0% 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 Social Media Users Activity Global Report by Popsters.com 2020 61 Relative Activity by Attachments in Posts Relative Activity by Attachments in Posts Methodology I

Popsters automatically categorizes all posts on 4 types by attachments: Link

Video Image Text

Social Media Users Activity Global Report by Popsters.com 2020 63 Relative Activity by Attachments in Posts

Presence a few different types of attachments in a one post counted Methodology II as a few different posts

Average activity of posts with Total activities of posts with specific attachments specific attachments Count of posts such type

Average activity of posts with specific attachments Relative average activity of x100% posts such type Total of all average values by all types

Social Media Users Activity Global Report by Popsters.com 2020 64 Relative Activity by Text Length in Posts Methodology III

Aggregation of data by Total data by all analyzes of activity by Attachments in Posts

different pages Count of nonzero values

Equalization of percent values Average value of each type accounting nonzero values Total of all average values

Social Media Users Activity Global Report by Popsters.com 2020 65 RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Facebook

Image 40% is 122% more 33.24 than Video

30%

29.87

20% 21.89

10% 14.99 Image Video 0% Text Image Video Link

Social Media Users Activity Global Report by Popsters.com 2020 66 RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Instagram

Image 40% is 83% more than Video 30.12 30%

29.49

20% 23.96

16.43 10% Image Video 0% Text Image Video Link

Social Media Users Activity Global Report by Popsters.com 2020 67 RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Twitter

38.28 Text 40% is 604% more than Video

30%

27.55 28.73

20%

10%

5.44 Text Video 0% Text Image Video Link

Social Media Users Activity Global Report by Popsters.com 2020 68 RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Tumblr

Video 40% is 45% more 29.07 than Text

30%

26.70 20% 24.11 20.12

10% Video Text 0% Text Image Video Link

Social Media Users Activity Global Report by Popsters.com 2020 69 RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS VK

Image 40% 37.08 is 134% more than Links

30% 31.16

20%

15.92 15.84 10% Image Link 0% Text Image Video Link

Social Media Users Activity Global Report by Popsters.com 2020 70 RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Ok

Image 40% is 100% more 32.87 than Links

30%

30.76

20% 16.48

10% 19.89 Image Link 0% Text Image Video Link

Social Media Users Activity Global Report by Popsters.com 2020 71 RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Telegram

Text 40% is 49% more than Video 29.17 30%

26.35 20% 24.91

19.57

10% Text Video 0% Text Image Video Link

Social Media Users Activity Global Report by Popsters.com 2020 72 RELATIVE ACTIVITY BY ATTACHMENTS IN POSTS Average

40% 30.4 30% 29.8

20% 22.5

17.3 10%

0% Text Image Video Link

Social Media Users Activity Global Report by Popsters.com 2020 73 Average Engagement Rate of Pages by Count of Followers Average Engagement Rate of Pages by Count of Followers Methodology I

ER (Engagement Rate) is a metric that demonstrates the For each page Popsters calculates two percentage of followers that reacted, shared or types of ER metric: commented on posts of the page. It shows how much people interact with the content - In terms of the average post - In terms of the average day References: 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

Social Media Users Activity Global Report by Popsters.com 2020 75 Average Engagement Rate of Pages by Count of Followers Methodology II

Total of all reactions for analyzing period (likes, shares, comments, reactions for Facebook; ERpost + dislikes for YouTube) x100%

Count of posts Count of followers on the date

Total of all reactions for analyzing period (likes, shares, comments, reactions for Facebook; ERday + 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 2020 76 Average Engagement Rate of Pages by Count of Followers Methodology III

1 000 000 50 000 We categorized pages by 500 000 20 000 8 categories depending on count 200 000 10 000 of followers: 100 000 1 000

Social Media Users Activity Global Report by Popsters.com 2020 77 AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS Facebook

Posts per day 1 1 2 3 4 6 13 18 20 Followers < 1k 1k - 10k 10k - 20k 20k - 50k 50k - 100k 100k - 200k 200k - 500k 500k - 1M > 1M

40 31.60

ERpost 20

1.64 0.67 0.65 0.48 0.34 0.20 0.10 0.09 0

40

ERday 20 18.02

1.33 0.84 1.02 0.99 1.08 1.16 1.05 1.29 0

Social Media Users Activity Global Report by Popsters.com 2020 78 AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS Instagram

Posts per day 1 1 1 1 1 2 2 2 2 Followers < 1k 1k - 10k 10k - 20k 20k - 50k 50k - 100k 100k - 200k 200k - 500k 500k - 1M > 1M

20 19.19

ERpost 10 5.40 3.34 3.18 2.79 2.48 2.40 2.51 2.56

0

20 16.06

ERday 10 4.13 3.82 3.36 2.97 3.24 2.90 2.22 2.58

0

Social Media Users Activity Global Report by Popsters.com 2020 79 AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS Twitter

Posts per day 4 8 8 10 13 12 20 Followers 10k - 20k 20k - 50k 50k - 100k 100k - 200k 200k - 500k 500k - 1M > 1M

6 4.56 4.53

ERpost 3

1.01 1.08 0.74 0.72 0.56

0

80 63.38 60

ERday 40 29.30

20 7.48 6.69 4.63 2.64 1.37 0

Social Media Users Activity Global Report by Popsters.com 2020 80 AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS YouTube

Posts per day 1 1 1 1 1 2 2 1 2 Followers < 1k 1k - 10k 10k - 20k 20k - 50k 50k - 100k 100k - 200k 200k - 500k 500k - 1M > 1M

50 42.46

ERpost 25

5.23 4.01 3.26 3.01 3.22 2.56 2.49 2.49 0

40 33.59

ERday 20

4.49 2.92 2.03 1.39 1.06 1.13 0.93 1.01 0

Social Media Users Activity Global Report by Popsters.com 2020 81 AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS TikTok

Posts per day 2 2 2 1 1 1 1 1 2 Followers < 1k 1k - 10k 10k - 20k 20k - 50k 50k - 100k 100k - 200k 200k - 500k 500k - 1M > 1M

125 118.41

100

75 ERpost 43.76 50 28.96 24.49 19.81 13.75 25 10.47 9.90 5.67 0

200 190.50

150

ERday 100 43.71 50 27.17 20.90 17.52 12.88 8.92 7.51 8.98 0

Social Media Users Activity Global Report by Popsters.com 2020 82 AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS VK

Posts per day 1 2 4 6 7 12 13 16 19 Followers < 1k 1k - 10k 10k - 20k 20k - 50k 50k - 100k 100k - 200k 200k - 500k 500k - 1M > 1M

8 7.63

ERpost 4

0.96 0.43 0.35 0.27 0.19 0.20 0.16 0.08 0

10 9.42

ERday 5 2.07 1.42 1.42 1.49 2.02 0.89 1.38 1.30

0

Social Media Users Activity Global Report by Popsters.com 2020 83 AVERAGE ENGAGEMENT RATE OF PAGES BY COUNT OF FOLLOWERS Ok

Posts per day 2 3 5 5 6 10 20 18 13 Followers < 1k 1k - 10k 10k - 20k 20k - 50k 50k - 100k 100k - 200k 200k - 500k 500k - 1M > 1M

5 4.56

ERpost 2.5 0.95 0.44 0.24 0.17 0.10 0.11 0.10 0.07 0

5 4.42

ERday 2.5 1.93 1.70 1.43 1.20 1.16 0.73 0.81 0.86

0

Social Media Users Activity Global Report by Popsters.com 2020 84 50

10 15

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