social media marketing stats 2023

Based on the research our team has evaluated and compiled, here is every statistic you need to know about social media marketing in 2024.

General 2024 Social Media Statistics

  • The average person will bounce around approximately 7 different social media platforms per month (DataReportal)
  • The total social media spend is estimated to reach $268 billion in 2023 (Statistica)
  • 54% of people who use the internet will turn to social media in order to research specific products and services (GWI)
  • 8 billion people are using social media around the world, this represents 59.9% of the world’s population (The University of Maine)
  • 6 billion people are projected to use social media in 2027 (Statista)

Channel-Specific Social Media Statistics

The follow statistics are broken down into the different social media marketing channels. Through different social media platforms, there are around 400 million active social media users as of January 2024 (Data Reportal).

Facebook Statistics

  • Facebook has the highest number of monthly active users with just under 3 billion (Statistica)
  • Facebook video has grown to account for just over 17% of all traffic volume (Sandvine)
  • Facebook properties account for 28% of all mobile traffic in comparison to volume (Sandvine)
  • People in the United States spend approximately 33 minutes a day on Facebook (Statistica)
  • 60% of Facebook users utilize the platform to receive customer service (Sprout Social)
  • The average click-through rate of a Facebook advertisement is just under 1% (WordStream)
  • The average engagement rate on Facebook is 0.064% (RivalIQ)
  • Facebook Messenger’s potential reach for advertising is seen at 979 million (Data Reportal)
  • 6% of people use Facebook to message their family and friends (Data Reportal)
  • 58% of people who are ages 65+ use Facebook (Pew Research)
  • 89% of marketers use Facebook as a way to promote their brand (Statista)

Twitter Statistics

  • Twitter had almost 238 million monetizable daily active users (mDAU) at the end of 2022 (Statistica)
  • In 2021, 38.5% of individuals who used Twitter were between the ages of 25 and 34 (Statistica)
  • 79% of Twitter users follow brand accounts (Twitter Agency Playbook)
  • Compared to other social platforms, people spend 26% more time viewing advertisements on Twitter (Twitter for Business)
  • 71% of marketers agree that they will be spending less time marketing their brand on Twitter (HubSpot)
  • 53% of all Twitter users utilize the platform in order to receive the latest news, which is the highest out of any social media platform (Statistica)
  • 1 in 5 adults use Twitter (Pew Research)

LinkedIn Statistics

  • 60% of all LinkedIn users are between the ages of 25 and 34 years old (Statistica)
  • Over 46% of all company website traffic from social media platforms comes from LinkedIn (LinkedIn)
  • Most marketers post on LinkedIn 4 to 6 times a week on average (HubSpot)
  • As of early 2021, just of over 16% of LinkedIn users use the platform daily, and 48.5% of users will utilize it monthly (Statistica)
  • 40% of people who are in the 30-49 year old age group use LinkedIn (Pew Research)

Instagram Statistics

  • Videos on Instagram will generate just over 21% more interactions compared to images (Marketing Charts)
  • 90% of people who use Instagram follow at least 1 brand and business (Instagram)
  • Approximately 70% of Instagram users do not mind watching advertisements while watching videos on the platform (Instagram)
  • 23% of marketers believe that Instagram will be the platform to help brands grow their audience the most in 2023 (HubSpot)
  • 70% of shoppersusually turn to Instagram in order to discover new products (Instagram)
  • 27% of marketers say that posting organic content brings the best return on investment (HubSpot)
  • Instagram’s version of Twitter, Threads, received 30 million sign ups in less than a day of its release (Mark Zuckerberg/Search Engine Journal)
  • 5% of females between the age of 16-24 years’ favorite social media platform is Instagram (Data Reportal)

TikTok Statistics

  • TikTok has over 1 billion active users worldwide (TikTok for Business)
  • TikTok has the highest growth rate out of any social media platform from 2020 to 2023 (Target Internet)
  • 70% of TikTok users agree that they feel a more in-depth connection with the people that they interact with on the platform (TikTok for Business)
  • 55% of TikTok users say that the platform helps them discover new things (TikTok for Business)
  • Nearly 2 out of 3 TikTok users are more likely to buy something while they are on the platform (TikTok for Business)
  • TikTok ads have a potential reach of 1.562 billion adults each month (Data Reportal)
  • 80% of people who are on TikTok are looking for funny or entertaining content (Data Reportal)

YouTube Statistics

  • YouTube’s user base is expected to hit 1.1 billion people by 2028 (Statistica)
  • With video marketing on the rise, almost 43% of marketers use YouTube as their main platform for influencer marketing (eMarketer)
  • YouTube is responsible for about one quarter of all mobile traffic (Sandvine)
  • YouTube users spend almost 24 hours a month on the platform (Hootsuite)
  • YouTube’s advertising reach potential is over 2 billion (Data Reportal)
  • 8 in 10 adults use YouTube as their video-based platform (Pew Research)

Snapchat Statistics

Social Media Story Statistics

These statistics are about the “story” feature that is prevalent on a variety of different social media platforms.

  • There are approximately 500 million Instagram users that post to their stories daily (Business of Apps)
  • YouTube Shorts receive an average of 30 billion views daily worldwide (Statistica)
  • Brands in the United States will put 31% of their Instagram budget towards advertisements on Instagram Stories (EarthWeb)
  • 70% of all Instagram Stories are viewed with sound (EarthWeb)

Stats on Emojis on Social Media

  • 92% of all internet users use emojis (Unicode)
  • People are 85% more likely to open push notifications that have emojisin them (Business of Apps)
  • 1 in 5 tweets included an emoji in 2021 (Emojipedia)
  • The “face with tears of joy” emoji was the most popular emoji in 2022 (Brandwatch)
  • The top 25% of most active businesses on Instagram will post a story around 20 times a month (Rival IQ)
  • 10% of stories will include 7 plus frames, which is lower than last year (Rival IQ)

Stats Regarding Days and Times to Post on Social

  • The most popular times to post across all social media platforms are Tuesdays, Wednesdays, and Thursdays at either 9 a.m. or 10 a.m. (Sprout Social)
  • The most popular period to post on TikTok is between 3 p.m. and 9 p.m. (HubSpot)
  • The best times to post to Instagram are Wednesday at 11 a.m. and Friday between 10 and 11 a.m. (Sprout Social)
  • The worst day to post on any social media platform is either Saturday or Sunday (Sprout Social)

Ecommerce Social Media Statistics

  • In 2023, it is estimated that just under 219 million people will shop online (Oberlo)
  • Also in 2023, ecommerce salesare expected to contribute to 20.8% of all retail sales worldwide (Oberlo)
  • Just under 50% of people shop online for free delivery (Oberlo)
  • Online stores that also have a social media presence usually see 32% more sales (BigCommerce)
  • People who are referred to an ecommerce websitethrough Instagram spend an average of $65 (Shopify)
  • AI and chatbots are known to make ecommerce interactions more helpful and effective (Oracle)

Social Media Usage Statistics

  • The social media platform that people spend the most time on is TikTok (The University of Maine)
  • The top most-used social media platforms as of April 2023 are Facebook, YouTube WhatsApp (The University of Maine)
  • Every 8.4 seconds, a new user joins social media (Data Reportal)
  • Typical social media users visit 6.7 different platforms each month (Data Reportal)
  • Users will spend an average of 2 hours and 23 minutes per day on social media (Data Reportal)
  • 5% of people use social media to stay in touch with their friends (Data Reportal)
  • 5% of Americans use social media (Backlinko)

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