Social media usage in Romania - statistics & facts
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Today, social media serves as a powerful tool for staying connected with friends and family and as a significant source of news, offering global information and live streaming. In Romania, social media, particularly among the younger generation, has not only revolutionized the way we connect but also made a substantial impact on political expression. It has played a significant role in protests and election-related matters, shaping the socio-political landscape. By 2024, the country had nearly 18.1 million internet users, with approximately 17.3 million of them active on social networks.
Despite its leading position in terms of users, Facebook is gradually losing ground to platforms like Instagram and TikTok. These platforms, particularly Instagram, are gaining traction, especially among the younger demographics, due to their appealing photo and video-sharing concept. Although the number of Facebook users in Romania is more than double the number of Instagram users, the latter boasts a significantly higher engagement rate in terms of photo and story sharing. This shift in user preferences hints at an exciting future for social media in Romania.
The future of social media apps remains extremely promising because of their entertaining and educational content and new service, TikTok for Business. The new service was introduced in Romania in May 2021 to support companies' marketing strategies and presence on TikTok.
Is Facebook losing popularity?
In Romania, Facebook was the most popular social media app, with a usage rate of 91 percent and a possible ad reach of 9.05 million users. Besides maintaining contact with others and 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 the most commonly used information source at Romanian companies.Despite its leading position in terms of users, Facebook is gradually losing ground to platforms like Instagram and TikTok. These platforms, particularly Instagram, are gaining traction, especially among the younger demographics, due to their appealing photo and video-sharing concept. Although the number of Facebook users in Romania is more than double the number of Instagram users, the latter boasts a significantly higher engagement rate in terms of photo and story sharing. This shift in user preferences hints at an exciting future for social media in Romania.
The rise of TikTok
TikTok rapidly differentiated itself from other social media platforms by its unique content form, initially displaying 15-second videos. This distinct feature, along with its user-friendly interface, contributed to its rapid rise. TikTok has also been welcomed in Romania with great enthusiasm. In April 2023, the TikTok app was downloaded over 410,000 times. The most popular TikTok account belongs to @aureliadobre, with 6.7 million followers as of June 2024. In October 2020, the social media app generated a revenue of nearly 1,000 U.S. dollars in Romania; one year later, TikTok recorded a monthly revenue of almost 400,000 U.S. dollars. In April 2023, monthly revenue reached over 962,000 U.S. dollars, recording a growth of over 9,700 percent in less than three years.The future of social media apps remains extremely promising because of their entertaining and educational content and new service, TikTok for Business. The new service was introduced in Romania in May 2021 to support companies' marketing strategies and presence on TikTok.
