Social media is probably a huge part of your daily life, just like it is for most of us. Whether you’re checking in on friends, catching up on news, or scrolling through the latest trends, social media platforms are always within reach.
If you’re like me, the first thing you do when you pick up your phone during some free time is check social media. Maybe you’re doom scrolling through endless posts, or maybe you stumble on something actually useful—either way, it’s a habit we all share.
As we head into 2024’s final quarter, social media’s influence only continues to grow, changing the way we communicate, consume content, and shop. The latest social media statistics are packed with insights that can help shape your strategies for 2025 and beyond. Let’s dive into the numbers to see what’s trending and how it affects you.
From connecting with friends to finding new products, social media usage continues to grow in 2024. Let’s break down the key stats that show the number of social media users, how they’re interacting with these platforms, and what it means for the future.
1. Global social media use continues to grow
With over five billion people using social media in 2024, it’s clear that these platforms are deeply embedded in daily life worldwide. The projected growth to six billion users by 2028 suggests that social media will only become more influential. For marketers and social media content creators, this means a larger, more engaged audience to target, making it essential to adapt strategies to reach this growing base.
2. Global social media penetration continues to expand
As of 2024, the global social network penetration rate stands at 62.2%. This indicates that more than half of the world’s population, or 6 out of every 10 people, is active on social media platforms.
3. Slight decline in daily social media usage
In 2024, internet users spent an average of 143 minutes per day on social media, a slight drop from 151 minutes in 2023. While the decrease may seem minor, it signals a shift in user behavior. Marketers and content creators might need to refine their strategies, focusing on creating more engaging, high-quality content to capture attention in a slightly reduced window of user activity.
4. People are active on multiple social platforms
On average, individuals use 6.7 different social networks each month. This highlights the need for marketers to expand their presence across various platforms to reach their audience effectively.
5. Top reasons people use social media
According to data from GWI, the primary reason people use social media is to stay connected with friends and family, with 56% citing this as their main motivation. Filling spare time follows closely behind, with nearly 38% of users mentioning it. Other top reasons include reading news stories, finding content like articles or videos, and seeing what’s being talked about, each mentioned by a significant portion of users.
6. Gen Alpha increasingly turns to social media for shopping inspiration
According to GWI, more Gen Alpha users are looking to social media to discover brands and products they like. There has been an 11% year-on-year increase in teens who say finding things to buy is one of their main reasons for using social media. This trend shows how important social platforms are becoming in shaping shopping behaviors, especially among younger generations.
Social media demographics like age and gender are key to crafting effective strategies in 2024. Let’s explore the latest stats that reveal who’s using these platforms
7. Slight male dominance in social media usage
The global gender balance on social media shows that 53.4% of users are male, while 46.6% are female. This relatively small difference suggests that social media platforms are appealing to both genders, but you might want to consider these proportions when tailoring content or campaigns to specific audiences.
8. Instagram and Snapchat lead in female user base
In April 2024, women made up 49.2% of Instagram’s users, the highest share among social media platforms. Snapchat follows closely with 49.1% of female users. On the other hand, X (Twitter) had the most male users, with 60.3% of its audience being men.
9. Gen Z and millennials lead US social media usage in 2024
In 2024, Gen Z and millennials continue to dominate social media usage in the US, with 69.2 million and 62.5 million users, respectively. While Gen X has a stable user base of 50.2 million, baby boomers see a gradual decline, reaching 35.5 million users.
Each social media platform has its unique strengths, and in 2024, the numbers highlight where users are spending their time. Let’s dive into the stats that reveal which social media platforms are leading the way.
10. Facebook leads in marketer preferences
In a 2024 survey, 86% of marketers reported using Facebook for their marketing efforts, making it the most popular platform. Instagram and LinkedIn followed, with 79% and 65%, respectively. This highlights Facebook’s continued dominance in the marketing world while also showcasing the importance of visual platforms like Instagram and professional networks like LinkedIn. A diverse platform strategy is essential to reaching varied audiences effectively.
11. Facebook leads in monthly active users
Facebook continues to hold the top spot with 3.07 billion monthly active users (MAU), while YouTube follows with 2.5 billion. This shows Facebook’s dominance in user engagement, but YouTube’s significant audience size still makes it a critical platform for marketers. Both platforms offer vast potential, and you can benefit from maintaining a strong presence on both to reach diverse audiences.
12. YouTube leads as the most-opened app
YouTube ranks as the most-opened app in 2024, with a Data.ai index score of 100. WhatsApp follows closely with a score of 83.4, meaning it was opened 83.4% as often as YouTube. This highlights YouTube’s dominance in user engagement, especially for video content, while messaging platforms like WhatsApp remain highly popular.
13. TikTok leads in average time per user
During the last quarter of 2023, the average TikTok user spends 31 hours and 47 minutes on the platform monthly. Therefore, it’s the most used social media platform by average time per user (ATPU). YouTube follows closely, with users averaging 27 hours and 43 minutes.
Engagement is what keeps social media alive, and in 2024, the numbers tell a fascinating story. Let’s break down the key statistics that show which platforms drive the most clicks and what it means for brands trying to capture their audience’s attention.
14. Text posts lead in brand interaction, but long-form video gains attention
According to data from Sprout Social, nearly half of users (47%) are most likely to interact with text posts from brand accounts, with static images, short-form videos, and long-form videos following. However, growing interest in long-form video is particularly notable, suggesting that users are increasingly engaging with in-depth content.
15. Funny content drives the highest ROI for brands
In a report by HubSpot, 24% of marketers reported that funny content generated the highest return on investment (ROI) for their brands. Relatable content followed with 18%, while interactive and authentic content each garnered 12%. Other effective types included educational content (10%) and brand value content (9%). This shows that humor, relatability, and interaction are key elements if you’re seeking to boost engagement.
16. Instagram outshines Facebook in engagement by reach
In 2024, Instagram’s engagement rate by reach averages 3.50%, significantly higher than Facebook’s 1.20%. This suggests that Instagram remains a more effective platform for engaging audiences.
17. Instagram leads in brand engagement and user demand
In Sprout Social’s report, 69% of social media users reported seeing the most engaging brand content on Instagram. Additionally, 44% of users wish brands posted even more on the platform, the highest demand among all networks.
18. TikTok leads in engagement rates
However, according to RivalIQs data, TikTok boasts a median engagement rate of 2.63%, outperforming all other social media platforms. Its ability to keep users highly engaged sets it apart from the competition.
19. Twitter sees a sharp drop in engagement rates
In the past year, Twitter’s engagement rates declined by around 20%, a significant drop during a period of major changes for the platform. This dip reflects the challenges Twitter is facing, making it harder to maintain the same level of user interaction.
Social media advertising offers brands more opportunities to connect with audiences. Below are figures that show how businesses are investing in these platforms and the impact of their advertising efforts.
20. Social media ad spending continues to rise
In 2024, social media advertising spending is expected to hit $219.8 billion. This growth reflects the increasing reliance on social platforms as essential marketing tools for businesses. For marketers, this highlights the need to optimize ad strategies to stay competitive in a space where investment and competition are intensifying.
21. Social media ads take a large share of digital advertising
Social media ads make up 28.8% of all digital advertising spending. This means social media continues to be a major focus for reaching audiences, and it’s vital to allocate budgets effectively to stay competitive in this space.
22. How marketers are allocating their social media budgets
However, in HubSpot’s survey of marketers, the largest portion of social media budgets in 2024, 27%, is being allocated to creating organic content. Paid content creation follows at 22%, while 18% is dedicated to influencer partnerships. Additionally, 16% goes to community management and another 16% to promotions, contests, and giveaways.
23. YouTube surpasses Facebook in ad reach
According to recent data, YouTube ads reach 2.50 billion users per month, surpassing Facebook’s 2.24 billion. This significant lead demonstrates YouTube’s growing influence as a social media platform for advertisers
24. YouTube leads in ROI for social media platforms in 2024
According to HubSpot’s data, YouTube is seen as the top platform for return on investment (ROI), with 25% of respondents highlighting it as the best option. Facebook follows closely at 22%, while Instagram shows strong growth with 21%. TikTok, X (Twitter), and LinkedIn lag behind, with TikTok at 14%, and both X and LinkedIn at 6%.
25. Top benefits of social media marketing
A 2024 survey revealed that 83% of marketers see increased exposure as the top benefit of social media marketing. Increased traffic and lead generation followed closely, with 73% and 65%, respectively. This shows how social media remains a key driver for visibility and business growth.
Wrapping up
Social media is no longer just for passing time. It’s a force shaping how we connect, consume, and engage with the world. The social media stats prove just how powerful these platforms have become. With billions of users and constant growth, it’s clear that social media will continue to be a key player in our daily lives—and a critical tool in digital marketing.
As you look ahead to 2025, these statistics should inspire you to rethink your strategies and tap into the ever-evolving world of social media. Understanding the trends and behaviors behind these platforms gives you the data to make smarter, more impactful moves, and stay ahead of the game.
