Social Media Statistics You Should Know in 2024

Social Media Usage Statistics

1. In 2024, social media is more popular than ever, with 5.07 billion active users worldwide, making up for more than 60% of the global population. 
2. With 3.06 billion monthly users and 2.11 billion daily users, Facebook remains the most popular social media platform. 
3. YouTube isn’t far behind, with around 2.5 billion active users and 122 million daily users​.
4. According to Data Reportal, social media users spend an average of 143 minutes per day online.
5. Instagram is a favorite, especially among the 18-34 age group, boasting over 2 billion monthly users. Facebook also sees high engagement from the 25-34 age group, its largest user base​
6. Social media user numbers have experienced significant growth over the past year. 259 million new users have joined since this time last year. This represents an annual growth rate of 5.4 percent. There are an average of 8.2 new users every second.
7. People use an average of 6.6 different social networks each month. TikTok is the most popular social platform based on time spent. Global Android users average 31 hours and 32 minutes on TikTok monthly.
8. 99% of people worldwide access social media on a mobile device (tablet or phone).
9. In the US, 54% of social media users are female. 46% of social media users are male. The global average is 46.4% female and 53.6% male.
10. 72.5% of the total US population actively use social media. This totals 246 million people in the US.
11. In 2024, social media users worldwide grew from 4.72 billion in January 2023 to 5.04 billion in January 2024, an 8% increase​​. This growth reflects the addition of 320 million new users in just one year, underscoring the rapid expansion of social media globally​. 

Social Media Marketing & Advertising Statistics

1. Facebook and Instagram lead the pack with each platform accounting for 29% of marketers’ highest ROI, while YouTube and TikTok also play significant roles with 26% and 24% respectively​​. 
2. Ad spending in the Social Media Advertising market is projected to reach $219.8 billion in 2024. 
3. More people discover new brands, products, and services through social media ads than through word-of-mouth, brand websites, and consumer review sites.
4. Digital video ad spending reached nearly $176.63 billion in 2023. Social media advertising expenditure reached approximately $270 billion in 2023 and is expected to surpass $300 billion by 2024.
5. Social media ads are the top source of new brand discovery for internet users aged 16-24.
6. Social media is recognized as the leading marketing channel. The majority of industry specialists incorporate it into their digital campaigns.
7. Benefits of social media marketing include boosted exposure, increased traffic, lead generation, and direct communication between brands and consumers.
8. The average global online shopping order value from social media platforms reached $87.5 billion in mid-2023, though it was lower compared to values from search or email sources.
9. The top social media marketing platofrms of 2024 are:
   • Facebook: Used by about 90% of surveyed marketing experts for promotional purposes.
   • Instagram: Continues to grow as a lucrative marketing destination with varied promotional formats.
   • TikTok: Increasingly used for enhancing brand exposure and engaging with current short-video trends.

Social Media Video Statistics

1. Currently, 86% of businesses use videos as a key marketing tool. On average, people spend 17 hours per week watching videos online, and 60% prefer online videos over television​​.
2. YouTube remains a powerhouse video social media site with over 1 billion hours of videos viewed daily.
3. Mobile device usage accounts for 70% of YouTube video consumption​​. 
4. TikTok also shows significant engagement, as US adults spend a total of 4.8 billion minutes daily watching TikTok videos​. Funnily enough, more than half of adult TikTok active users have never posted a video of their own.
5. During a global survey of social media marketers in 2023, 56% stated they would increase their video activities on Instagram in the next 12 months. while 59% planned to do so on YouTube.
6. Testimonial and explainer videos are the most used in global marketing.
7. YouTube is the leading platform for video marketing, with 90% of marketers utilizing it
8. Instagram and TikTok are also crucial platforms for video marketing. TikTok is expected to account for nearly 40% of global video ad revenue by 2027.

Influencer Marketing Statistics

1. The global influencer marketing industry is expected to reach $4 billion in 2024, up from $16.4 billion in 2022. 
2. Influencer marketing delivers a high ROI, with businesses earning an average of $5.78 for every dollar spent on influencer marketing​.
3. Instagram remains the most popular social media platform for influencer marketing, with 72% of brands utilizing it for their campaigns. TikTok is quickly catching up, with 61% of brands planning to increase their spending on the platform due to its high engagement rates​.
4. About 69% of consumers trust influencer recommendations more than traditional advertising.
5. One might assume that big names drive the most engagement, but 91% of all engagement actually comes from micro-influencers, marking a 2% increase since 2020.

Gen Z Social Media Statistics

1. Gen Z, born between 1997 and 2012, represents about 25% of social media users worldwide in 2024. They are highly active, with 35% spending over four hours daily on social media. 
2. YouTube, Instagram, and TikTok see high engagement from Gen Z users.
3. Facebook’s popularity was declining among Gen Z users. Only four in 10 surveyed reported engaging with the Meta-powered platform.
4. There are notable gender differences in platform preferences among Gen Z users in the US. YouTube is particularly popular among male users, with 93% usage. Instagram is favored by 80% of girls. TikTok sees higher engagement from female users (75%) compared to boys (62%).
5. Gen Z consumers are discerning about online advertising. Around one-third find online ads and those based on search history annoying. 
6. Promotions and offers on social media are effective, with 66% of Gen Z holding a positive view of brands using this strategy. 

Facebook Statistics You Need to Know

Facebook remains a dominant force in social media, shaping how we connect and engage online. 

To make the most of your social media strategy, here are the essential Facebook statistics you need to know:

1. Facebook User Demographics

1. As of 2024, Facebook’s user base is roughly evenly split, with female users making up 43.2% and male users comprising 56.8%​.
2. Younger people are increasingly favoring other platforms, but Facebook remains popular among older age groups. 
3. The largest age demographic on Facebook is users aged 25-34, accounting for 24.2% of the US user base.
4. Nearly 20% of Facebook’s worldwide users are men aged 25-34, making this group one of the platform’s largest demographics. Female users aged 13-17 represent the smallest demographic on Facebook globally.  
5. India has the largest Facebook audience, boasting 314.6 million users. The United States follows with 175 million users, highlighting Facebook’s significant global presence.

2. Facebook Usage Statistics

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1. Facebook has 3.06 billion monthly active users as of April 2024, making it the most used social media platform with a year-over-year growth of 3.44%​.
2. As of Q4 2023, Facebook reached 2.11 billion daily active users, marking a 5.5% increase year-over-year. 39.8% of the world’s population uses Facebook every month, showcasing its extensive global reach.
3. Facebook is the world’s most downloaded social media app worldwide emphasizing the platform’s dominance on mobile devices. 
4. In 2023, their messaging platform, Facebook Messenger, generated approximately 262.5 million downloads, a decrease of 20% compared to 2022​.
5. The average U.S. adult spends 33 minutes a day on Facebook, and users globally spend about 19.7 hours a month on the platform. An average person spends approximately 35 minutes daily on Facebook​.

3. Facebook Engagement Statistics

1. The average engagement rate for a Facebook page post is 0.06%​.
2. Over 1 billion Stories are posted daily across Facebook apps, indicating the popularity of this feature​.
3. Facebook generates 500K likes every minute, demonstrating a high level of user activity​​.
4. 90% of Facebook users post native videos, and video posts increase interaction by 600% compared to other types of posts.

4. Facebook Business Statistics

1. Over 200 million small businesses use Facebook Pages to connect with customers​.
2. There are over 250 million Facebook Shops worldwide, allowing businesses to sell products directly through the platform.​
3. More than 65% of Facebook users visit local business pages at least once a week​.
4. 19% of US consumers begin their shopping search on Facebook.

5. Facebook Advertising Statistics

1. Marketers can reach a potential audience of 2.249 billion users through Facebook ads.​
2. Facebook hosts over 10 million active advertisers as of 2024. 
3. The average cost per click for Facebook ads was $0.69 as of March 2024​ 
4. In 2022, Facebook generated more than $113 billion in advertising revenue, projected to grow to $121 billion by 2024​. 
5. Ads on Facebook see a high engagement rate, with video ads being particularly effective, driving twice more engagement than image ads​​.

Instagram Statistics You Need to Know

Instagram remains one of the leading social media platforms, known for its high engagement and diverse user base.

Here are the statistics you need to know about Instagram consumer behavior: 

1. Instagram User Demographics

1. Instagram’s user demographics are varied, reflecting its broad appeal. As of 2024, Instagram has over 2 billion monthly active users, making it one of the most popular social media platforms globally​​. 
2. The platform sees a fairly even split between male and female users, with 50.6% male and 49.4% female​. 
3. India has the largest Instagram audience, with over 362.9 million users, followed by the United States with 169.65 million users​.
4. The largest age group on Instagram is users aged 18-34, who make up about 62.3% of the user base, showing a strong appeal to younger people​. 

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