social media marketing stats

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 $220 billion in 2024 (Sprout Social)
  • 54% of people who use the internet will turn to social media in order to research specific products and services (GWI)
  • 5.16 billion people are using social media around the world, this represents 59.3% of the world’s population (Priori Data)
  • 6 billion people are projected to use social media in 2027 (Statista)

Channel-Specific Social Media Statistics

The following statistics are broken down into the different social media marketing channels.

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)
  • As of 2021, people in the United States spend approximately 33 minutes a day on Facebook (Statistica)
  • 59% of Facebook users have reached out to a brand on the platform (Sprout Social)
  • The average click-through rate of a Facebook advertisement is just under 1% (WordStream)
  • The average engagement rate on Facebook is 0.063% (RivalIQ)
  • Facebook Messenger has approximately 980 million users worldwide (Statistica)
  • Over 72% of people use Facebook to message their family and friends (Oberlo)
  • 58% of people who are ages 65+ use Facebook (Pew Research)
  • 89% of marketers use Facebook as a way to promote their brand (Statista)

X (Twitter) Statistics

These statistics are meant to reflect the popular social media brand X, formerly known as Twitter.

  • X had almost 238 million monetizable daily active users (mDAU) at the end of 2022 (Statistica)
  • In 2021, 38.5% of individuals who used X were between the ages of 25 and 34 (Statistica)
  • 79% of X users follow brand accounts (X Business)
  • Compared to other social platforms, people spend 26% more time viewing advertisements on X (The Social Shepherd)
  • 71% of marketers agree that they will be spending less time marketing their brand on X (HubSpot)
  • 53% of all X users utilize the platform in order to receive the latest news, which is the highest out of any social media platform (Statistica)
  • 23% of adults use Twitter as of 2021 (Pew Research)

LinkedIn Statistics

  • 51.6% of all LinkedIn users are between the ages of 25 and 34 years old as of January of 2024 (Statistica)
  • Over 46% of all company website traffic from social media platforms comes from LinkedIn (LinkedIn)
  • The ideal posting frequency on LinkedIn is anywhere between 2 to 5 times a week (Influencer Marketing Hub)
  • As of early 2021, just 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 shoppers usually turn to Instagram in order to discover new products (Instagram)
  • Instagram’s version of X, Threads, gained 100 million users in less than a week of its release (Mark Zuckerberg/Search Engine Journal)
  • Just under 50% of women say that their favorite social media platform is Instagram (Statistica)

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’s self-service ad tools have a potential reach of 1.218 billion adults (Backlinko)
  • 78.9% of people who are on TikTok are looking for funny or entertaining content (Mandala AI)

YouTube Statistics

  • YouTube’s user base is expected to hit 1.2 billion people by 2029 (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)
  • People spend an average of 28 hours per month on YouTube mobile (Hootsuite)
  • YouTube’s advertising reach potential is over 2.5 billion (Datareportal)
  • Approximately 8 in 10 (83%) 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 70 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 emojis in them (HubSpot)
  • 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 2 p.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 from 9 a.m. to 4 p.m. and Friday at 11 a.m. (Sprout Social)
  • The worst day to post on any social media platform is 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 sales are expected to contribute to 21.2% of all retail sales worldwide (Shopify)
  • 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 (Saleslion)
  • People who are referred to an ecommerce website through Instagram spend an average of $65 (The Social Shepherd)
  • 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)
  • There is an average of 8.2 new users on social media every single second (DataReportal)
  • Typical social media users visit 6.7 different platforms each month (DataReportal)
  • Users will spend an average of 2 hours and 20 minutes per day on social media (DataReportal)
  • 79% of people use social media to stay in touch with their friends (Gitnux)
  • 68% of Americans use social media (Pew Research Center)

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