Did you know that 100% of people who read this blog post are well-informed and cool? See, statistics can be fun.
And planning a social strategy in 2024 is all about data. This blog post has all the latest stats on Facebook, YouTube, Instagram, TikTok, X (Twitter), and LinkedIn. It also includes stats on Pinterest, Snapchat, and more! Plus, helpful reports on social marketing and advertising.
Social media marketing stats are just a number… but the numbers don’t lie.
A 2023 global survey by Statista found that nearly half of internet users (49%) use social media to stay connected to the people they care about. Meanwhile, 39% said they use social media to fill their spare time, and 34% said they use it to find news.
As of April 2024, Facebook is the biggest social media platform. Even with the rise of newer platforms (we’re looking at you, TikTok), Facebook is still the most popular social media app used globally.
5. 52% of marketers are worried about maintaining a presence on several social media platforms in 2024.
This was the top ROI (return on investment) concern for the marketers polled in Hootsuite’s 2024 Social Trends Survey.
In other words, when it comes to getting their money’s worth, marketers are most concerned about the time and budget they need to invest to keep up with several social media platforms at once.
On the brighter side, managing a bunch of social platforms at once is what Hootsuite is made for: Hootsuite streamlines all of your social accounts into one user-friendly platform, making it easy to crosspost and manage all your DMs.
7. 43% of brands have worked with more than 50 social media influencers.
According to Statista data from February 2024, 43% of brands around the world (including public relations firms and marketing agencies) have worked with 50 social media influencers or more. In fact, 14% have worked with over 1,000 influencers.
In 2024, brands know that influencer marketing is worth opening their wallets: 26% of marketers report allocating over 40% of their budget to influencer marketing, and another 22% devote 10% to 20% of their budget to influencers.
9. 85% of marketers say they will use AI to produce ad text from scratch this year.
That’s a 29% jump from last year, according to Hootsuite’s 2024 Social Trends Survey, which interviewed 4,281 marketers from 118 countries. Proving that AI will have a huge impact on social media advertising in 2024.
That’s according to Statista, which expects an annual growth rate of 9.91%. This means the market volume will reach $56.2 billion USD by the time North West gets her driver’s license (2029).
It’s the seventh most popular reason people use social media, following “finding inspiration for things to do and buy.” This means that spending money is definitely on the minds of social media users worldwide.
A 2023 Statista survey found that more than half of social marketers are looking to up their IG game in the coming years. 43% even plan to increase their TikTok usage, too.
We’ve been saying that carousel posts boost your social strategy, and the numbers prove it: a 2023 Statista survey found that image posts reach an average of about 2,000 users (an 8% increase from the previous year) and carousel posts reach an average of over 2,600 users (a 14% increase).
Just because influencers haven’t reached celebrity status doesn’t mean they don’t have power. A 2023 survey determined that nano-influencers (influencers with 1,000 to 10,000 followers) have a higher engagement rate than their more-followed counterparts.
In fact, the average engagement rate for an Instagram nano-influencer is 2.19%, while the average engagement rate for all influencers is less than 1.85%.
That’s according to Statista’s data as of December 2023. On average, 694,000 Reels are sent via DM every minute. So, around 17 million Reels are sent in the time it takes to microwave popcorn.
Get in on that DM action by creating unique, original Reels with a killer social strategy—we’ll show you how.
TikTok may have Instagram beat in the short form video department (more Gen Z’ers report watching short videos on TikTok than on Instagram) but IG wins when it comes to watching stories and sending DMs.
78% of American Gen Z’ers say they watch Instagram stories, while only 46% say they watch TikTok stories. In terms of direct messages, 72% send DMs on Instagram, and only 46% send DMs on TikTok.
When asked which social media platforms they currently use, 91% of the marketers polled in Hootsuite’s 2024 Social Trends Survey said they use Facebook. While 86% use Instagram, 80% use LinkedIn, and 66% use X (Twitter).
When you post on Facebook, make sure you include a photo: while the average Facebook page fan engagement is just 0.06%, posts with images average 0.1%. Surprisingly, link posts have the worst engagement at just 0.03%.
America may be known for its controversial government platforms, but there’s only one social platform ruling the country: 45% of all social media site visits are to Facebook.
Considering all the different apps at our fingertips in this screen-filled world, that’s pretty impressive. Instagram is the second most popular social site in the U.S., with 14% of all social site visits.
Overall, there are more male than female Facebook users in almost every age group. 18.4% of Facebook users are men aged 25 to 34, and 13.5% of Facebook users are men aged 18 to 24 (compared to 12.7% for women aged 25 to 34 and just 9.5% for women aged 18 to 24).
When it comes to audience size, India is the world leader in Facebook. Following behind is the U.S. with 194 million, Indonesia with 128 million, and Brazil with 113 million.
Class is in session: according to a Pew Research Center survey of American Facebook users, 70% said their education level was college graduate or higher (and 68% reported their household income as $100,000 or more per year).
Across the board, it’s one of the most popular apps for all ages (there are no official stats for kids, but we know Ms. Rachel is running an empire for the youth on the platform).
26. 32% of Americans are using subscription video on demand (SVOD) less, in favour of free streaming services
With the plethora of subscription services out there (think Netflix, Disney+, Hulu, etc.), there are tons of places to throw your streaming money at… or there’s YouTube, which is free.
A 2023 U.S. survey determined that many Americans use subscription TV less because of the free options available. 23% are also using traditional broadcasting or paid TV services less.
Despite that last stat, YouTube’s number of paying YouTube Music and YoutTube Premium subscribers continues to rise. In November 2022, there were roughly 80 million paid subscribers on YouTube, and in February 2024, that number jumped to 100 million.
Tl;dl: No one wants to pay for Netflix when YouTube is free. But we will pay YouTube so we can watch ad-free. What can we say? We contain multitudes.
Taking into account every type of video format (that includes time spent on social media apps like TikTok, binging TV etc.), American Gen Z’ers spend around 29.3% of all video engagement time on YouTube.
Hootsuite’s 2024 Social Trends Survey asked marketers which platforms they used in 2022, then asked the same question a year later. TikTok had the biggest positive increase, with a 16% change increase.
The clock app just keeps growing. Despite being relatively new on the social media scene, TikTok boomed during the COVID-19 pandemic and continues to increase its users globally year over year.
According to a forecast by Statista, the number of worldwide TikTok users could reach 2.35 billion in the next half-decade.
Is this a sign that our embarrassingly low attention spans are finally increasing? Probably not—if anything, it may suggest that TikTok’s algorithm is ranking longer videos higher than shorter ones.
A 2023 survey shows that videos 54 seconds or longer get about 38,000 views on TikTok. Videos 16 to 53 seconds get an average of 30,000 views, and videos less than 10 seconds long get an average of 19,000 views.
Using a strong SEO strategy is key to getting more views on your TikToks—more on that in the video below.
We can’t all be creators… in fact, only half of all TikTok users post videos at all.
Pew Research Centre reports that 52% of American adults using the platform have ever posted a video. That means about half of TikTok’s billion-plus users are only on the app as viewers.
The TikTok algorithm is complex (but you can hack it—more on that in this blog post), and for good reason. It can often perfectly predict what a user is interested in.
Case in point: 26% of American TikTok users report that their “For You” page is “very” interesting, and 14% report that it’s “extremely” interesting.
Another Pew Research Center poll of Americans found that the median number of accounts a TikTok user follows is 154, and the average number of followers a user has is 36.
As of April 2024, the U.S. ranks highest for Twitter usage. In fact, America has more active Twitter users than the second and third-place countries combined (Japan with 69.28 million and India with 25.45 million).
It’s also worth noting that just after Elon Musk’s takeover of Twitter, women were more likely than their male counterparts to say that they had taken a break from the platform. This comes from a Pew Research Centre study conducted 5 months after Elon bought the platform.
In other words, three-quarters of Twitter content coming from U.S. adults aren’t original tweets. The bulk of the platform is made from users engaging in other user’s posts. In actuality, only 15% of all posts are original tweets.
Hootsuite’s 2024 Social Trends Survey asked marketers which platforms they were most confident they’d get a positive return on investment. LinkedIn won, with 70% of respondents saying they were confident in LinkedIn.
Instagram and WhatsApp were close behind, with 68% and 66% feeling confident, respectively.
A LinkedIn account is free, but the premium version will set you back about 30 bucks a month. Still, that’s an investment that social media users are willing to make: the number of Premium users rose by about 20 million people from 2022 to 2023.
50.6% of LinkedIn users are 25 to 34 years old. The age group with the second highest LinkedIn representation is 18 to 34 (24.5%), followed by 35 to 54 (21.2%). Less than 4% of LinkedIn users are over 55 (likely because the older you get, the more likely you are to be retired, care less about networking, and more about golf).
Pinterest feeds the female gaze. Statista reports that a whopping 69.4% of all Pinterest users identify as female, 8% are not specified, and 22% are male.
Pinterest might not be the favourite social media child (it’s not old and wise like Facebook or young and sassy like TikTok) but around the world, people continue to get on “board.”
At the beginning of 2024, Statista reported that Pinterest saw 23% audience growth year-on-year. It was second only to Instagram (which grew 25%).
The cross-platform love is real. The most popular servers on Discord are related to gaming (which likely explains why the demographic is younger). Still, the busiest music servers are related to “TikTok videos” and “TikTok Zone.”
Could Mastodon be the next big thing? Statista reports that this social platform grew from 2.5 million users in November 2022 to 10 million users in March 2023.
Save time managing your social media presence with Hootsuite. Publish and schedule posts, find relevant conversions, engage your audience, measure results, and more — all from one dashboard. Try it free today.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
Source: Statista
Source: Statista
Source: Statista
Source: Statista
Source: eMarketer
Source: Statista
