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180+ Social Media Marketing Statistics for 2024

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social media marketing statistics updated

180+ Social Media Marketing Statistics for 2024

Home / Social Media Marketing / 180+ Social Media Marketing Statistics for 2024
social media marketing statistics updated
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I’m not a huge fan of understatement. So I’m going to resist the temptation to kick this article off by calling the social media landscape “dynamic.”

I also try my best not to exaggerate, so calling the world of social media an “ungoverned sprawl of functional chaos” isn’t an option.

In fact, given the scope of this piece, let’s give up on oversimplified descriptions altogether. Let’s give social media – easily one of the most important evolutions in the history of communication and of marketing strategies – the respect it deserves.

Let’s be respectful and use up some serious real estate when introducing a topic this complex.

Social media as a marketing channel is super unique because, unlike its counterparts, it’s essentially an open-world ecosystem populated and governed by the people we’re trying to sell to.

All a social network does is develop a bunch of toys which get handed over to the earth’s population in the hope that they don’t get used to destabilize too many democracies.

And it’s within this intimidatingly open-ended environment that a social media marketer is tasked with building brand awareness and increasing conversions.

Why do marketers even attempt something this foolhardy? Surely selling your products in the digital equivalent of an asylum that’s run by the lunatics is impossible?

Turns out… not so much.

In fact, it’s actually pretty doable if you keep your wits about you and stay super up-to-date with trends and stats.

As Karl Kangur, founder of SEO Agentuur Business Media put it: “Search engine optimization is an amazing foundation for your site and a great way to get evergreen traction. But when it comes to really scaling a business and taking it to the masses, especially in commerce, you really can't beat strategic social media marketing efforts.”

But let’s also not kid ourselves. Its inherent complexity does mean social media can be a space where “generating incredible ROI” and “wasting a ton of super valuable resources” are equally likely.

That’s why articles like these are such valuable resources to social media marketers.

For rookies, veterans, and everyone in between, the facts and figures reflecting how marketers are achieving success on social networks are not only helpful, they’re pretty much indispensable.

Yes, at some point you’ll need to zero in on the hyper-granular nuances of a particular platform. But at the start of something as important as a new social media campaign, the most important thing is familiarizing yourself with the big picture.

And here it is. We’ve painted it for you.

What follows is a list of facts, figures, and stats that every social media marketer needs to keep abreast of.

General Social Media Facts and Stats

Humanity and Social Media

  • There are 4.8 billion unique social media identities. That’s roughly 60% of the world’s 8 billion people. A couple of considerations:

    • We can’t equate one social media account to one unique human. There are likely to be millions of duplicate, fake, or bot accounts skewing the data.

    • The world’s full population isn’t eligible for social media use. Most platforms require social media users to be at least 13 years old.

  • 5.16 billion people have access to the internet. This means that 93% of people who technically CAN have a social media account, have one.

  • Social media is becoming more accessible. The percentage of the world’s people who use social media has grown from 50% in 2020 to 61% in 2024.

  • Social media users spend, on average, 2 hours and 24 minutes per day on social media. That’s around 14% of the average person’s waking day.

  • The average social media user accesses 6.6 different platforms every month. For reference, there are 20 social networks that have over 100 million daily active users.

  • Barring some digital calamity, there’ll be another billion people using social media by 2027. This’ll bring the total number of social media users to 5.85 billion.

  • Users’ overall trust in social media platforms is declining. Recent data on this topic revealed drops in user trust sentiment in terms of privacy, safety, and advertisement relevance.

  • The proliferation of mobile devices has played a significant role in the popularity of social platforms. Currently an astronomical 80% of all social media activity happens on mobile. Here’s some platform-specific data showing the percentage of users that access the network with their various devices.

    • Facebook: 81.8%

    • Twitter: 80%

    • Pinterest: 85%

    • LinkedIn: 57%

  • Social media’s year-on-year growth rate suggests that, while usage is still climbing, it is slowing down slightly. 2022 saw an increase of only 3%, comfortably the lowest recorded in the last decade.

  • Datareportal reveals some extremely granular data on people’s reasons for using social media.
    “Keeping in touch with friends and family” is the most popular reason (48.2%) and “Filling spare time” is second (36.8%).

  • 35% of the world’s time online is spent on social media.

  • It's a well documented fact that people use social networks to stay up to date with news and current affairs. Here are the percentages of US adults who use a specific platform for this purpose.

    • Facebook: 31%

    • YouTube: 22%

    • Twitter: 13%

    • Instagram: 11%

    • Reddit: 7%

    • Snapchat: 4%

Social Media Platforms – Comparative Usage

  • Based on their total number of monthly active users (MAU), the 15 most popular social networks in the world are:

    • Facebook (2.96b)

    • YouTube (2.51b)

    • Whatsapp (2b)

    • Instagram (2b)

    • WeChat (1.31b)

    • TikTok (1.05b)

    • Messenger (931m)

    • Douyin (715m)

    • Telegram (700m)

    • Snapchat (635m)

    • Kuaishou (626m)

    • Sina Weibo (584m)

    • QQ (574m)

    • Twitter (556m)

    • Pinterest (445m)

  • In the last two years, this is how the top fifteen leaderboard (above) has changed:

RankSocial Media PlatformRanking ChangeUser Growth
1FacebookNo change+220m users
2YouTubeNo change+220m users
3WhatsAppNo changeNo change
4InstagramUp 1 spot+779m users
5WeChatUp 1 spot+97m users
6TikTokUp 1 spot+361m users
7Facebook MessengerDown 3 spots+369m users
8DouyinUp 1 spot+115m users
9TelegramUp 2 spots+200m users
10SnapchatUp 2 spots+137m users
11KuaishouUp 2 spots+145m users
12Sina WeiboDown 2 spots+73m users
13QQDown 5 spots-43m users
14TwitterNew entry+194m users
15PinterestDown 1 spot+3m users

There’s a clear difference between social media platforms people “use” and those they “enjoy using”. Amongst the people surveyed, WhatsApp was most people’s favorite social media app (16.6%). Instagram was second (14.7) and Facebook third (13.7). Notably, Youtube was not included in the survey.

    Social Media Demographic Data

    • All age groups use social media for keeping in touch with friends and family as their main reason for using social media.

    • People aged 35 and up say that staying on top of the news is their second reason for using social media. While social media users aged 34 and younger say that “filling up spare time” comes second.

    • The people of Nigeria spend more time than any other nationality on social media (238 minutes per day). Ghanaians come in second with 235 minutes and Brazliians are third with 224 minutes.

    • At a mere 50 minutes per day, the people of Japan spend the least amount of time on social media daily.  South Korea comes in second (66 minutes) and European neighbors Austria and Switzerland share the bronze with 90 minutes each.

    • Despite Nigeria’s impressively lengthy sessions per say, the country has the lowest recorded social media penetration rate with only 14.3% of the country’s population having an account. Kenya (19.3%) and Ghana (19.5%) are second and third respectively.

    • UAE reports the highest social media penetration rate with 105.5%. South Korea, despite their modest usage, comes in second with 92% and Hong Kong is third with 89.9%. Here are some other notable stats from this dataset:

    • In the US, 53.9% of social media users are women and 46.1% are men.

    • The amount of time Americans spend on social media differs significantly between age groups, with the number of minutes declining sharply as age increases.

    Age GroupAverage Time Spent per Day
    16 – 24 years181 minutes
    25 – 34 years157 minutes
    35 – 44 years124 minutes
    45 – 54 years109 minutes
    55 – 64 years73 minutes

    Each social media platform’s largest user group by age is as follows:

    Social Media PlatformLargest User Age Group% of Total Users in Group
    Facebook25-34 years0.299
    Instagram18-24 years0.308
    TikTok18-24 years0.21
    Twitter18-29 years0.42
    LinkedIn30-39 years0.31
    Pinterest25-34 years0.285
    Snapchat18-24 years0.34
    YouTube15-35 yearsNo data
    • Of the above selection of platforms, Twitter has the largest percentage of male users. The current split along gender lines for the microblogging platform stands at 61.29% male and  34.1% female. There is no data on other genders.

    • Pinterest is overwhelmingly supported by female users. The visual discovery platform’s female user percentage currently stands at : 76.2%. 17% male of Pinterest’s users are male while the balance (6.6%) is unspecified.

    • A considerably larger proportion of women use Facebook for consuming news content more than men. The split currently stands at 64% vs 35%. The same goes for TikTok (68% vs 30%) and Instagram (63% vs 36%).

    • When it comes to men using social networks to consume news content, men are far more likely to use Reddit than women – the split is at 67% vs 31%. Other platforms where men consume news content more than women are Twitter and YouTube – both split at 56% vs 43%.

    Social Media Marketing Facts and Statistics

    General Social Media Marketing Statistics

    • In a comprehensive research project, Hubspot found that 77% of professional marketers felt that their social media efforts were “somewhat effective” to “very effective”.

    • Social media marketers revealed that “advertising products and services” as their number one objective, with “generating brand awareness” coming in second.

    • Video is a very big deal in social media. 54% of marketing professionals choose short-form video as their top content format with live streaming coming in second. Live audio chatrooms and user-generated content are next on the list.

    • The jury is still out on the effectiveness of social media stories, although it seems that the majority of digital marketers have had positive experiences. Here’s how they described the outcomes of their efforts on this social media channel:

      • 22.6% Very effective

      • 35% Somewhat effective

      • 34.6% Uncertain

      • 5.8% Somewhat ineffective

      • 1.9% Very ineffective 

    Social Media and Online Commerce

    • The venn diagram of “people who buy things online” and “people who spend time on social media” looks very much like a circle. Currently, 97% of online shoppers say that they have accessed social media in the preceding month.

    • Social media commerce is booming among America’s 18 – 34 year olds. 40% of this demographic says that they have bought an item on a social media commerce channel.

    • Retargeting is a very common practice amongst social media marketers. 77% of both B2B and B2C marketers use this tactic in their Facebook and Instagram campaigns – 8% more than on Google advertising.

    • More than half of the world’s internet users actively turn to social media when looking for products that would meet their needs. Currently, 54% of them do product research on social platforms.

    • Users’ trust in the relevance of advertisements displayed to them on social media is declining. In a recent survey, Insider Intelligence found that there was an 8% drop in this metric between 2021 and 2022.

    • CTAs are a great way to nudge a social media user towards conversion. 13% of people surveyed say that a visible “buy” button on the social platform will make them more likely to complete a purchase.

    Social Media and Influencer Marketing

    • Love them or hate them, influencers are effective at social media marketing. Nearly half of consumers (49%) rely on influencer recommendations to make purchase decisions.

    • Influencer marketing offers a considerable return on marketing investment. A study by Influencer Marketing Hub revealed that an average of $18 is returned for every $1 spent.

    • Marketing professionals are extremely aware of the effectiveness of influencer marketing on social media. 68% of surveyed marketing agencies work with influencers.

    • The top five reasons that brands work with social media influencers are:

      • Generating engagement

      • Building brand awareness

      • Creating a community

      • Generating sales

      • Communicating brand values

    Social Media and Brand Engagement

    Here are the most imporatant social media statistics around brand engagement. Let these guide your digital marketing strategies, manage your social media ad spend. Understanding consumer behavior when it comes to your social media marketing strategy is what will guide your ROI.

    • The majority of customers that use social media will write reviews of your brand and/or product. In fact, 72% of online shoppers in the US have written a social media review for a local business at some point.

    • People have pretty reasonable expectations when it comes to brand engagement on social media. 79% of people expect a response from the brand within 24 hours.

    • Providing great customer support on social media is essential to generating referral business. 71% of people who had a positive experience on social media with a customer service agent recommended that brand to someone in their network.

    • Social media is an incredibly powerful landscape to generate awareness of your business. 52% of brand discovery happens on a user’s social feed. This underlines the importance of developing a solid social media content strategy as well as investing in sponsored posts.

    • The recent Covid pandemic played a big role in shaping consumers’ support expectations on social media. Between 2020 and 2021, the number of people seeking customer service via social channels grew by an astonishing 100%.

    • More than a third of consumers (36%) share their customer service experiences on social media.

    • Brand interaction on social media is a direct contributor to sales conversions. 50% of people surveyed said that a “timely response” to their queries influenced their decision to make a purchase from the brand.

    The Ideal Times for Businesses to Post on Social Networks

    The Best Time to Post on Facebook

    • Monday through Thursday is the best time of the week to post your content on Facebook.

    • Marketers regard Sunday as the worst day of the week for content engagement on Facebook.

    • The best time for posting on Facebook is in the morning. Marketers report that the best engagement happens between 8am and 1pm.

    • Friday through Sunday isn’t a completely disastrous time to post to Facebook, as long as you do it during the peak hours of 8am to 11am.

    The Best Time to Post on Instagram

    • Tuesdays and Wednesdays are the best days of the week to post on Instagram. Mondays and Thursdays are fine, but marketers report lower engagement rates on Thursdays.

    • Marketing specialists don’t recommend posting marketing content to Instagram on the weekend, with both Saturday and Sunday seeing very low engagement rates.

    • Marketing content posted between 9am and 1pm tend to see the highest engagement rates on Instagram.

    The Best Time to Post on Twitter

    • Twitter is a very forgiving platform when it comes to ideal posting times. While it does reflect similar patterns to the other large platforms, the best engagement times appear notably broader.

    • Tuesdays through to Fridays are the best days of the week to post to Twitter. But Saturday and  Monday also report decent engagement rates.

    • Here’s a breakdown of the best times to post to Twitter, by day of the week:

      • Monday: 9am to 2pm

      • Tuesday: 8am to 3pm

      • Wednesday: 7am to 3pm

      • Thursday: 8am to 3pm

      • Friday: 8am to 2pm

      • Saturday: 9am to 10am

      • Sunday: Take a day off

    The Best Time to Post on LinkedIn

    • Tuesdays and Wednesdays are the best times for brands to post their content on LinkedIn. Mondays, Thursdays and Fridays are fine, but posting on the weekend is a big no-no.

    • The best time of the day to post on LinkedIn is between 10am and noon.

    The Best Time to Post on TikTok

    • TikTok marketers report that the best days for posting content are Tuesdays, Wednesdays, and Thursdays.

    • Tuesdays have the longest window of ideal posting times: 2pm to 6pm. The ideal time for Wednesdays is between 2pm and 5pm, while Thursdays have the shortest window: 3pm to 5pm.

    • While data suggests that Mondays and Fridays are not ideal for posting to TikTok, Saturdays and Sundays are even worse.

    The Best Time to Post on Pinterest

    • Social media experts report some really interesting engagement times for Pinterest, with ideal posting times considerably more granular than other networks.

      • Mondays: noon to 3pm

      • Tuesdays: 6am to 7am and noon – 3pm

      • Wednesdays: midnight – 2am,  6am to 7am, and noon to 4pm

      • Thursdays: 1am to 2am, 6am to 7am, and noon to 2pm

      • Fridays:  6am to 7am and noon to 3pm

      • Saturdays: 6am to 7am and 1pm to 2pm

      • Sundays: Don’t bother

    The Best Time to Post on YouTube

    • YouTube experts report that weekends have the biggest window for ideal posting times: Saturdays and Sundays both have better engagement rates than the weekdays.

    • Here are the ideal YouTube posting times pert day of the week:

      • Mondays: 3pm – 6pm

      • Tuesdays: 3pm – 6pm

      • Wednesdays: 3pm – 6pm

      • Thursdays: 3pm – 6pm

      • Fridays: 12pm to 9pm

      • Saturdays: 9am to 9pm

      • Sundays: 12pm to 6pm

    Individual Social Network Marketing Facts and Stats

    Facebook Facts and Statistics

    • Video is by some distance the most popular content type on Facebook. In fact, 60.8% of American Facebook users over the age of 16 preferred watching short-form videos on Facebook than on TikTok.

    • Facebook’s advertising reach is showing significant growth in the first quarter of 2023. Between January and April of this year, the platform’s global advertising reach increased by 13%.

    • In 2022, the number of people in the world exposed to Facebook advertising grew by 108 million.

    • Conversion rates for Facebook advertising campaigns are relatively high – the average figure is 9.21% across all industries. It’s not uncommon for brands in the fitness, education and healthcare sectors to see considerably higher conversion rates.

    • Facebook Pages publish, on average, 1.68 posts per day. More than half (52.5%) of these posts are links. The balance is made up of photos (28.8%), videos (17.1%), and status updates (1.8%).

    • Facebook advertising campaigns have an average click-thru rate of 0.9%. Although brands in certain sectors (retail, fitness, apparel, legal, beauty) see a higher average CTR of 1%.

    • The average cost-per-click for a Facebook CPC campaign is $1.72. Although advertisers in the finance, insurance, and customer service sectors can pay a minimum of $3.

    • Facebook Stories are an incredibly popular marketing channel for advertisers. 57% of brands feel that Stories were a “pivotal” part of their social media campaigns.

    • Average content engagement comes in at an average of 0.07% for Facebook Pages. The engagement stats per content type are:

      • Photos: 0.12%

      • Status updates: 0.11%

      • Videos: 0.08%

      • Links: 0.04%

    • Content engagement varies significantly depending on the industry. 

      • Sports teams (0.27%), influencers (0.23%), and higher education (0.15%) boast the best engagement figures.

      • Brands in the tech & software (0.02%), health & beauty (0.02%), and fashion (0.03%) industries have the lowest engagement stats.

    • Amongst all the big players in the social media world, Facebook still delivers the highest ROI for advertisers and marketers. It’s also the platform on which marketers will spend the most of their budget in 2024.

    • Facebook is a tremendously popular platform for consumers doing product and brand research. 54.9% of its users actively follow brands for this purpose.

    Twitter Facts and Statistics

    • As of April 2023, marketers are able to reach 372.9 million Twitter users. This reflects a decrease in Twitter’s marketing reach of 32.9% (183 million users).

    • Demographically, Twitter has the largest percentage of male users than any of the other social media apps. 63% of the platform’s users are male, while 37% are female.

    • Approximately 33% of Twitter’s users have a college degree and earn at least $75,000 per year.

    • Twitter outperforms every other social media product when it comes to “time spent viewing advertisements”. According to Twitter’s own analytics, their users spend 26% longer watching marketing posts than on any other platform.

    • Twitter is the world’s third-most actively used social media app with 55% of the platform’s users logging on daily. Only YouTube and TikTok boast higher percentages of daily use.

    • An advertisement placed on Twitter is capable of reaching 7.2% of the world’s internet users.

    • Twitter is a platform that many users associate with their professional lives. “Job title” is (by far) the most common item in users’ profile bios with 23% of all users including this info.

    • According to the Twitter Agency Playbook, the platform has seen an average 35% year-on-year increase in engagement with advertising content.

    • 74.1% of all Singaporeans over the age of 13 are potential advertising targets on Twitter – the largest percentage of any country’s population. Other notable countries with exceptional reach are Hong Kong (49.9%), Japan (46.5%), and the US (22.5%).

    • Brands that can leverage news and current affairs in their marketing campaigns are likely to have success on Twitter. 61.2% of the platform's user base say that they use it for staying up to date with what’s happening in the world.

    • Twitter is an extremely popular platform for sharing B2B content. 82% of marketers surveyed said that they actively promote their content on the platform.

    • Twitter is also a very popular place for offering customer service, with 32% of brands actively using it to interact with customers.

    Instagram Facts and Statistics

    • Instagram is the most effective social media platform for influencer marketing. 98% of marketers surveyed said that the photo sharing app is where they see the best ROI.

    • 62.3% of Instagram’s users use the app for brand and product research. This makes them the most popular platform for this activity.

    • 80% of surveyed Instagram users say that they use the platform to help them make a decision on whether or not to buy a specific product or service.

    • 200 million of Instagram’s 2 billion users are businesses actively promoting their products and services on the platform.

    • Instagram Stories are a very popular mechanism for reaching a target audience. The platform’s most-active brands post 17 stories per month on average.

    • Instagram marketing is tremendously popular in the fashion industry with 98% of all major fashion brands having a presence on the platform.

    • 35% of consumers turn to Instagram when they need customer service. This puts the platform in second place behind Facebook, which boasts a figure of 60%.

    • 90% of Instagram’s massive user base follows at least one brand on the platform.

    • Brands that are active on Instagram can expect to grow their followers by roughly 1% every month.

    • Despite growing distrust in social media advertising, 50% of Instagram users report being more interested in a brand when they see an advert for it on the platform.

    • Instagram boasts some truly staggering engagement statistics. The platform’s median engagement rate is 1.22% which is 27 times more than a Tweet and 3.5 times more than a Facebook post.

    • The average cost per click for an Instagram advertisement is $0.70. While this is relatively low, brands in some highly competitive industries report that a $5 CPC isn’t uncommon.

    YouTube Facts and Statistics

    Video marketing has been blowing up over the last few years, especially when it comes to gen z users. Maintaing an social media presence on YouTube is one of the best things you could do, it's the second largest search engine after all.

    It's quickly becoming more than just a video platform, it's a full on social media platform and both marketers worldwide as well as your average user from the global population is going to be doubling down here in 2024.

    • YouTube is the fastest growing platform from a marketing perspective. 

      • 91% of marketers currently investing in it will increase their spend in 2024.

      • 29% of marketers will make it a part of their social media strategy for the first time.

    • The most popular content categories (from a viewership perspective) are: comedy, pop culture, music, and how-to guides.

    • YouTube plays a very active role in moving consumers through their buyers journey. 70% of viewers who watched a video about a specific product, ended up making a purchase from the brand.

    • Of all the major players in the social media space, YouTube is the only platform with equal effectiveness for a B2B and B2C audience. There is only a 1% difference in favor of consumer-driven marketing.

    • The platform’s ability to convert viewers into customers is also supported by a survey in which 80% of marketers responded that their YouTube campaigns increased their sales figures.

    • YouTube boasts remarkable penetration in India. 467 million of the platform’s users are based there. The United States comes in second with 247 million viewers. Brazil is third with a total of 142 million.

    • More than half (55%) of digital marketers use YouTube in their social media marketing campaigns.

    • YouTube placed fourth in a survey amongst B2B marketers when asked which is the most valuable social media channel for marketing.

    • The majority of marketers feel that skippable YouTube advertisements were more effective than non-skippable ads. 29% of survey respondents said that skippable ads were their first choice, while only 7% opted for non-skippable ads.

    • YouTube’s user base is broken into the following age segments:

      • 18 to 24 – 379.7 million (15.0% of the total audience)

      • 25 to 34 – 522.5 million (20.7% of the total audience)

      • 35 to 44 – 422.0 million (16.7% of the total audience)

      • 45 to 54 – 303.0 million (12.0% of the total audience)

      • 55 to 64 – 222.2 million (8.8% of the total audience)

      • 65 and above – 227.7 million users (9.0% the total audience)

    • It is crucial for marketers looking for success on YouTube to become experts in the platform’s SEO logics. Currently, YouTube is the web’s second-most popular search engine behind Google.

    LinkedIn Facts and Statistics

    • Unsurprisingly, LinkedIn is the social media landscape’s most popular platform for sharing B2B marketing content. 94% of content marketers distribute their content on the platform. Twitter comes in second on this list with 89%.

    • LinkedIn’s user base consists of a very high percentage of valuable marketing targets. 80% of the platform’s users actively drive business decisions. According to the site’s own research, their users have double the buying power of the average online marketing audience.

    • Brand exposure through contact with an advertisement on LinkedIn sees a 33% boost in purchase intent amongst the platform’s users.

    • LinkedIn is especially popular in the Asia-Pacific region, with the majority (244 million users) of the platform’s subscribers based here. The majority (31%) of LinkedIn’s desktop traffic comes from the US, however.

    • LinkedIn is seeing a remarkable uptake in content engagement. 2022 saw a 22% increase in the amount of times its audience likes, shares, or comments on posts.

    • A relatively small percentage of LinkedIn’s user base is active in publishing content. Roughly 1% of the platform’s users post content on a weekly basis.

    • LinkedIn boats some extremely impressive B2B lead-generation statistics:

      • 40% of B2B marketers surveyed replied that the platform is the most effective for generating high-quality leads.

      • 89% of B2B marketers use LinkedIn for lead-generation.

      • On average, a lead costs 28% less on LinkedIn than one generated on Google AdWords.

    • The platform’s sophisticated audience-targeting functionality means that website visits originating from LinkedIn ads are twice as likely to result in a conversion than organic traffic.

    • No other social platform is as effective at generating traffic for B2B websites as LinkedIn. Half of all social traffic to B2B websites originates from LinkedIn. Twitter is second on this list and Facebook third.

    • Having a well-populated profile on LinkedIn results in a much higher visibility (30% more views per week) for a company page. Companies with completed profiles who actively publish and engage with content also have 5 times more views than their less active competitors.

    TikTok Facts and Statistics

    • As the newest of the big social media players, it makes sense that TikTok is showing strong growth amongst digital marketers. Currently the platform boasts a 15% year-on-year uptake in advertisers.

    • Despite these impressive growth figures, many digital marketers are still not actively using the platform. In a recent study, Statista found that only 18% or surveyed marketers are actively using TikTok.

    • The tone of TikTok UGC and advertising on the platform is so similar that 15% of surveyed users said that they can’t tell the difference between the two. This is likely to be a consequence of marketers understanding how to package their advertising content.

    • Micro-influencers (accounts with 10,000–100,000 followers) boast incredible engagement with their TikTok content. Currently their engagement rate is hovering just below 18%. For some perspective, the average engagement rate on TikTok is 5.95%.

    • Between 2021 and 2022, TikTok’s advertising reach increased by 14.6% – that’s 121 million users.

    • Hashtag challenges are an incredibly effective method of generating visibility and engagement. Currently 35% of all TikTok users have participated in at least one of these.

    • The United States (with 113 million users) is the country that makes the biggest contribution to TikTok’s user base. Indonesia (110 million users) and Brazil (83 million users) occupy the remaining two spots on the podium.

    • As can be expected from a platform that specializes in short-form content, advertising content that leads with the primary message is 63% more effective than ads with a drawn-out sales pitch.

    • TikTok LIVE is a remarkably effective player in the buyer’s journey. The platform’s own research revealed that 50% of users who watched a brand’s live stream purchased an item from that brand.

    • TikTok is the most popular social media commerce platform. In 2022 it surpassed YouTube to reach the #1 position on this list.

    • Tiktok is comfortably the most affordable platform for CPM advertising. Its average cost per impression figure is 50% of Instagram’s and 33% of Twitter’s.

    • TikTok users are extremely likely to take some kind of action after watching a branded video. The platform’s research claims that 92% of its users will either visit the brand’s website, participate in a challenge, or make a purchase.

    • TikTok is all about the vibes – a notion that carries through to how users engage with advertising content. 42% of the app’s users say that having their spirits lifted is key to them making a purchase from the advertiser.

    • TikTok content as social proof is incredibly effective at generating sales. 65% of surveyed users say that influencer content and user reviews play a role in their purchasing decisions.

    Snapchat Facts and Statistics

    • India makes the biggest contribution to the Snapchat user base with 182 million users. The US is next with 108 million users and Pakistan is third with 26 million.

    • Despite the Snapchat audience’s youth, they hold phenomenal spending power of approximately $4.4 trillion.

    • Interpersonal connections are very influential when it comes to driving purchasing decisions on Snapchat. The app reports that their users consider recommendations from friends and family four times more effective than those from influencers on the platform.

    • Ad reach on Snapchat is growing at a respectable 11% year-on-year.

    • Snapchat’s age demographics are broken into the following segments:

      • Users aged 13 to 17: 125.6 million (19.9% of Snapchat's total ad audience)

      • Users aged 18 to 24: 243.5 million (38.6% of Snapchat's total ad audience)

      • Users aged 25 to 34: 145.9 million (23.2% of Snapchat's total ad audience)

      • Users aged 35 to 49: 87.9 million (14.0% of Snapchat's total ad audience)

      • Users aged 50 and above: 23.6 million (3.8% of Snapchat's total ad audience)

    • Snapchat advertising and sponsorship averages and estimates : 

      • Snap Ads: The cost varies depending on the campaign, with a minimum starting budget of $3,000 per month in ad spend.

      • Snapchat Sponsored Lenses: 

        • Sunday to Thursday: $450,000 per day. 

        • Fridays and Saturdays: $500,000 per day. 

        • Holidays (or significant events like Super Bowl): $700,000+

      • Snapchat Discover ads: $50,000 per day as a starting point but has reached $750,000. 

      • Snap Ads to A.R.: $50 for a 10-second ad spot.

    • Snapchatters make a habit of posting about a purchase they made. 65% of the platform’s users will share a recent purchase to their story, creating significant awareness for the brand. This is considerably more than any other social network.

    • A sizable portion (23.2%) of Snapchat users are on the platform to follow a specific brand or research products they are interested in.

    Pinterest Facts and Statistics

    • Of all the social media platforms, Pinterest reflects the largest gap between male and female users. 76.2% are female, 17.2% are male, and 6.6% have not specified their gender.

    • Pinterest appeals to a more affluent audience than other social networks. 45% of its user base in the US earns more than $100k per year.

    • Pinterest’s primary focus makes it an ideal platform for ecommerce marketers. 

      • 75% of people who use it weekly put themselves in the “always shopping” category 

      • 50% of Pinterest users are on the platform specifically to shop online.

      • Pinterest users engaging with online shopping is growing 20% year-on-year

    • Pinterest’s penetration rate is highest in the US (30.6%). The Netherlands comes in second with 29.2% and Canada rounds off the top three with a 28% penetration rate.

    • Marketers interested in investing in Pinterest can take confidence from the platform’s great relationship with its users. Pinterest is tied with YouTube as the social media platform with the highest user satisfaction rate (76/100).

    • Of all the users who visit Pinterest weekly, 85% have made a purchase from a brand’s pin.

    • Pinterest users love engaging with fresh and trendy ideas and products. By adding the word “new” to a pin, a brand sees 9 times the amount of engagement as with a regular pin.

    • Pinterest offers advertisers a lower cost per conversion ratio than any other social media platform – on average 2.3 times cheaper than other social networks.

    • From a Return on Ad Spend (ROAS) perspective, Pinterest offers a 32% better return than other digital platforms.

    • 80% of surveyed Pinterest users say that they have discovered a new brand while using the platform.

    • 97% of Pinterest users that use the search feature, are not looking for specific brand items. This means that the platform is ideal for marketers who want to generate brand awareness.

    Reddit Facts and Statistics

    • Reddit has a very male and US-centric audience. 63.8% of its users identify as men and 47.1% are based in the United States.

    • 64% of the platform’s users are in the 18 – 29 age range. The average age of a Reddit user is between 22 and 34.

    • Tech advertising is more effective on Reddit than any other social network. Referrals from Reddit result in 5% more sales than those coming from YouTube and 6% more than Twitter.

    • Only Google and Amazon outperform Reddit as a platform for trusting consumer reviews, making it the most trustworthy social network for providing social proof.

    • Since Reddit launched their native video feature, advertisers are seeing much higher (2.3 times) conversion rates as well as a considerably better engagement rate (3.5%).

    A Final Thought

    There you go – as promised, a comprehensive view of statistics, facts, and figures covering the social media landscape.

    If you’re a marketer and your goal is to get the most out of your social media activities, it’s super important that your strategic decisions are influenced by the content of this article.

    Like I said in the intro, DO NOT let your gut decide which social network is the right place to start promoting your brand. Or what the best engagement strategies are.

    Base your decisions on real information and you will see real rewards.

    Looking for another interesting read? If you're into eCommerce, you can check out our review on Jungle Scout or this article on the best dropshipping courses.


    How do the latest social media marketing statistics reflect the current behavior of internet users and the effectiveness of social media marketing strategies?

    The 2024 social media marketing statistics are a real eye-opener. With 4.8 billion social media users worldwide, we're talking about 60% of the global population! This massive online presence means social media marketers need to be extra sharp in understanding how average consumers and different demographics use these platforms. The fact that people spend over 2 hours daily on social media, mostly on popular social media platforms like Facebook and Instagram, shows the increased exposure and effectiveness of savvy social marketing efforts.

    What role do social media advertising statistics play in understanding the reach of popular social media platforms like Facebook and Instagram among users?

    Social media advertising statistics are key to understanding the reach of giants like Facebook, where Facebook users represent a significant portion of the global audience. With the high number of monthly active users, these platforms are crucial advertising channels for marketers. The stats help us gauge the average click-through rate and effectiveness of social media ads, which is vital for any comprehensive marketing tool kit.

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    The evolution in social media usage statistics, especially for YouTube and TikTok users, has been remarkable. These platforms are pioneering social media trends with their focus on short-form videos. For marketers, this means adapting their marketing tool arsenal to include more video marketing tactics, considering the high engagement and click-through rates on these platforms.

    In the context of social media marketing strategies, how important is understanding user behaviors on different social media networks?

    In the realm of social media marketing strategies, understanding user behaviors across various social networks is vital. Different social channels attract different user bases – like LinkedIn users seeking professional content and Instagram users engaging more with brand promotions. Tailoring strategies to these behaviors is key to effectively access social media users and maximize marketing efforts.

    How do social media advertising statistics influence the marketing efforts on platforms with high numbers of active users, like LinkedIn and Facebook?

    The statistics on social media advertising, especially on platforms with a high number of active users like LinkedIn and Facebook, significantly influence marketing efforts. Understanding the social media advertising market, including user trends and preferences, enables marketers to optimize their ads for better engagement and return on investment.

    What trends in social media ad revenue and advertising channels are evident from the current social media statistics?

    The current social media statistics reveal significant trends in social media ad revenue, indicating these platforms as increasingly lucrative advertising channels. This trend suggests that marketers should allocate a larger portion of their budget to social media ads, tapping into the daily time people spend on these platforms for maximized brand visibility and consumer engagement.

    How do the marketing statistics of social media apps like TikTok and messaging apps influence the overall marketing strategy for brands?

    The rise of platforms like TikTok and the widespread use of messaging apps have significantly influenced the overall marketing strategy for brands. These platforms have become key players in the social media app market, leading brands to invest in more interactive and personal forms of advertising. This shift underscores the need for brands to adapt their strategies to meet consumers' expectations on these platforms, leveraging the unique advertising channels they offer.

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