Social media usage in Romania - statistics & facts

Is Facebook losing popularity?

In Romania, Facebook remains the most used social media platform, with a weekly usage rate of 86 percent, and a market share of more than 90 percent. Besides maintaining contact with other people, using functions such as Facebook Messenger, the social media platform is very influential because of its content sharing possibilities. In other words, Facebook is considered to be the second most commonly used information source in Romania, after television news consumption.

Despite leading in terms of users, the social media platform is slowly losing popularity in favor of platforms such as Instagram or TikTok. For example, when it comes to social media usage by group target, Facebook is more popular and accessible among the 35-44 age group. By contrast, Instagram is gaining more and more fame, especially for individuals in their twenties, because of its exclusive photo and video sharing. Nevertheless, although the number of Facebook users in Romania is approximately double the number of Instagram users, the latter has by far a higher engagement rate when it comes to photo and story sharing.

The rise of TikTok

TikTok rapidly differentiated itself from other social media platforms by its content form, displayed as 15-second videos. Only in October 2021 the TikTok app was downloaded from the Google Play store over two million times in Russia, as well as in the USA. TikTok has also been welcomed in Romania with great enthusiasm, the most popular TikTok account belonging to @andragogan, with over seven million followers. If in October 2020, the social media app generated a revenue of nearly ten thousand U.S. dollars in Romania, one year later, in October 2021, TikTok recorded a monthly revenue of nearly 400 thousand U.S. dollars. The social media app’s future remains extremely promising, not only because of its entertaining and educational content, but also because of its new service, TikTok for Business. The new service was introduced in Romania as of May 2021 with the purpose of supporting companies in their marketing strategies and presence on TikTok.

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