50+ Must-know social media marketing statistics for 2024
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In 2024, there are estimated to be 5.17 billion total social media users worldwide, with an average person using 6.7 different social networks per month. -
Social media advertising spend is projected to reach $219.8 billion in 2024, with mobile generating $255.8 billion of this total by 2028. -
Video content continues to be popular, with 44% of people preferring to learn about new products through short video content and 87% of marketers reporting increased sales from video marketing.
Facebook statistics
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Facebook is the most-used platform by marketers worldwide (89%). Instagram sits in second place (80%). -
As of Q3 2023, Facebook is the largest online social network in the world with roughly 3.05 billion monthly active users . -
The average American spends about 31 minutes per day on Facebook. -
56.3% of Facebook users are male and 43.7% are female (based on available gender data). -
Almost a quarter of Facebook users in the US are between the ages 25-34.
Instagram statistics
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Instagram ties with Facebook for the social media platform with the highest ROI .
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27.4% of US Instagram users are between 25 and 34 years old. -
61.1% of total Instagram users worldwide are between the ages 18-34, and mostly identify as male . -
Instagram Reels generate more likes and saves , but fewer comments than regular posts. -
Instagram’s engagement rates are four times higher than Facebook (0.60% to 0.15%), but engagement has become more competitive each year.
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In 2023, 43% of marketers plan to increase their investment in Instagram.
LinkedIn statistics
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There are more than more than 1 billion members across 200 countries on LinkedIn. -
The United States has the highest user rate in the world on LinkedIn with an audience reach of over 214 million users. -
There are over 67 million company profiles on LinkedIn. -
60% of worldwide users are between ages 25 and 34 years old, far exceeding any other age group.
Pinterest statistics
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482 million people use Pinterest every month. -
76.2% of Pinterest users are women, 17.2% are men and 6.6% are unspecified. -
In December 2023 alone, nearly 1.2 billion visits were measured to Pinterest.com , from desktop and mobile. -
76.2% of worldwide Pinterest users identify as female. -
Pinterest is the third-most visited social media website in the US. -
80% of weekly users have found a new brand or product on the platform.
TikTok statistics
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TikTok is expected to reach over 2 billion users in 2024. -
TikTok is the most frequently used app worldwide, with Android phone users spending an average of 34 hours per month on the platform. -
TikTok’s user base skews female, with 48% of users identifying as women (based on available gender data.) -
36.7% of TikTok users are 18-24 years old and account for the largest share of TikTok’s advertising audience. -
TikTok is the second-most used video entertainment app by monthly active users.
X (formerly Twitter) statistics
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X boasts about 619 million monthly active users in total worldwide. -
53% of X users use the platform to get the latest news. -
More than half (63%) of X users are men (based on available gender data). -
33% of users plan to spend less time on X in 2024.
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US adults spend an average of 34.1 minutes daily on X.
YouTube statistics
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As of January 2023, YouTube has nearly 2.5 billion users worldwide. -
YouTube Shorts has 2 billion monthly active users . -
YouTube's biggest gender segments are males aged between 25-34 (12.2%), and males aged between 35-44 (9.6%) (based on available gender data). -
YouTube users spend an average of 28 hours, 5 minutes on the Android app each month. -
Nearly 90% of all visits to YouTube come from a mobile device.
Influencer marketing statistics
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50.1% of marketers believe TikTok offers the highest ROI to influencer marketers for short-form video content, followed by 29.9% of marketers saying Instagram Reels and 12% saying YouTube Shorts. -
69% of marketers use TikTok for influencer marketing, making it the most popular influencer marketing channel. -
Generating more engagement, reaching new audiences and strengthening community are the top three marketing goals for working with creators.
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60% of marketers plan to spend more on influencer marketing campaigns in 2024. -
63% of marketers plan to use AI in launching their influencer campaigns. And 55% of these brands will use AI for identifying influencers.
Consumer behavior statistics
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56.1% of internet users purchase a product online at least once a week. -
29.9% of internet users purchase a product using their mobile devices at least once a week. -
51.2% of people research brands online before making a purchase. -
The biggest online purchase drivers across all ages are free shipping, coupons and discounts, or an easy return policy.
Use social media statistics to guide your strategy
Social Media Statistics FAQ
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