60+ Critical Social Media Marketing Statistics for Your Business (2024)
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60+ Critical Social Media Marketing Statistics for Your Business (2024)

Are you looking for social media marketing statistics?

The social media landscape is continually changing. Just when you think you’re making progress on 1 platform, the algorithms change, and you’re left rethinking your entire approach.

That’s why you must keep up with the latest trends so you can identify gaps in your marketing strategy and take your business to the next level.

With that in mind, we’ve gathered the updated social media marketing statistics, so you can better engage with your audience and grow your business faster than ever.

Today, we’ll cover the following topics:

To kick things off, let’s start with some general stats that apply to all social media platforms.

General Social Media Marketing Statistics

When you look at social media on a global scale, the numbers are staggering.

With more than 4.74 billion users worldwide in October 2022, social media makes up approximately 59.3% of the world’s total population.

How do these social media users behave when it comes to using their social media profiles? Let’s take a closer look:

  • The average user has accounts on more than 8 social media platforms.
  • Users average around 2 hours and 29 minutes on social media every day.
  • 99% of users access social media via mobile devices.
  • 43% of social media users access social networks for work purposes.
  • 43% of people use social media to research things to buy.

That said, video still reigns supreme as the most popular format on social media.

With 90% of users saying they watch video online at least once a month, it’s easy to see why marketers see video as their most valuable content marketing assets.

After all, vlogs have now overtaken podcasts in popularity.

Despite more people using social media, the statistics show that we’re now more conscious about privacy. Around 63% of people say messaging apps are where they feel more confident sharing and talking about content.

As 2024 progresses, brands will need to adapt to how they reach their target audience while ensuring users are comfortable with their messaging.

Learn how to add a social media feed to your website here.

Now that you have an idea of the more prominent social media picture, let’s dive deeper into the social media marketing statistics for the 5 big platforms.

Social Media Statistics for Facebook

How many Facebook users are there in 2024?

Facebook is a social platform with over 2.93 billion monthly active users.

Ads can reach around 1.95 billion of those users. That’s about 32% of everyone in the world over 13 years of age.

So when you ask the question…

Is Facebook Still Popular in 2024?

The answer is a resounding yes! Facebook is still the undefeated champion, reaching 3.03 billion users. It’s actually the first social network to achieve a 3 billion monthly user milestone.

And along with its growing user base, Facebook has also seen an increase in revenue. For the first time, the social media company surpassed $100 billion in revenue in 2021.

That said, around 5% of Facebook’s worldwide monthly active users are fake accounts. Between July to September 2022, Facebook disabled over 1.8 billion fake profiles.

Facebook Demographics

Facebook is used by a broad range of users of all ages. 86% of Facebook users are between the ages of 18-29, while 77% are aged 30-49 years old. More than half of those users identify as female, with only 46% identifying themselves as male.

But what does that picture look like across different countries?

Facebook Users by Country

India is leading the way in terms of its’ Facebook audience size, with over 349 million users. To give you an example of that in context, if India’s Facebook audience were a country, it’d be ranked 3rd in terms of the biggest population worldwide.

facebook users by country

Besides India, there are other countries with more than 100 million Facebook users each:

  • The United States with 193 million
  • Indonesia with 142 million
  • Brazil with 127 million

What is Facebook Mainly Used For?

Around 15% of Facebook users in the United States use the platform to shop for products.

But that’s not all.

Stories are also on the rise on Facebook now that more people have discovered them. In fact, 50% of users want to discover new products through Facebook Stories.

How about shopping habits?

After seeing a product/service in a story, 58% say they have browsed the brand’s website to get more information.

Also, one in two have visited websites where they could buy it — so the next time you promote your business on Facebook, you can consider using Facebook Stories.

But let’s not forget about Facebook Groups. 1.4 billion people use Facebook groups. And with more than 10 million groups in existence, there’s plenty of conversation happening for you to tap into.

You can even create a popular Facebook group for your brand, but it’s essential to focus on providing value as opposed to pure self-promotion to see those groups thrive.

Instagram Social Media Marketing Statistics

Since we’ve tackled the Facebook behemoth, let’s move on to its sister, Instagram, which has seen an explosion in growth over the years.

How Many Instagram Users in 2024?

As one of the most visited websites in the world, Instagram now has over 2.4 billion monthly users.

And when you consider that Instagram is the second-most downloaded free app in the Apple app store, it’s easy to see that trend growing through the year.

Instagram Demographics

Generation Z takes center stage as the most extensive Instagram user base. This is only followed by millennials, who have also made a massive impact in shaping the app.

instagram marketing statistics

To put that into figures, Instagram is most popular with younger users. Here’s the total breakdown of Instagram’s advertising audience by age group and gender:

  • 17.1% identify as males, aged 18-24
  • 16.5% identify as males, aged 25-34
  • 13.9% identify as females, aged 25-34
  • 13.5% identify as females, aged 18-24

If you use these data when deciding what to post on Instagram, make sure your posts are catering to Generation Z and younger millennials so you can get higher engagement and potentially for sales.

Instagram Users by Country

instagram statistics marketing

India tops the rankings of countries with the most Instagram users. Over 248 million people access the app as of 2023.

The United States came 2nd with over 147 million Instagram users, which was ahead of Brazil with 117 million users.

Using Instagram in Your Business Growth

Instagram social media marketing statistics

A large portion of the Instagram user base spends their time checking out business profiles. To be exact, 200 million Instagram users visit at least one business profile each day.

So if you’re eager to reach an audience of savvy youngsters, it’s worth stepping up your Instagram game and learning how to increase Instagram followers.

More importantly, 11% of social media users in the U.S. use Instagram to shop.

And with 81% of people using Instagram to research products and services, you might want to start looking into adding shoppable posts into your marketing strategy.

Speaking of shoppable posts, 130 million Instagram users tap on shopping posts every month. That suggests that more and more people are making purchase decisions directly on the Instagram platform.

Instagram Videos Statistics

9 out of 10 users watch Instagram videos weekly, so learning more about how to create popular Instagram videos can be helpful, especially if you want to grow your account in the platform.

In fact, almost half of Internet users cite “watching videos” as one of their main reasons for using the Internet.

Speaking of videos, Instagram reels’ search popularity has surpassed Instagram stories’ during 2021, peaking around the first week of 2022.

Additionally, ads posted on Instagram reels can reach up to 675 million users so getting more views on your reels is crucial if you want to dominate Instagram marketing.

With these in mind, marketers and online business owners like you need to include Instagram reels in your marketing campaigns since users are actively looking for them.

Twitter Social Media Statistics

Twitter might seem like a risky choice for marketing your business, with political discussions and stories of cyberbullying grabbing the headlines. But for brands that really understand the platform, there are plenty of rewards.

So, how about we look at some vital statistics for Twitter next?

Is Twitter Still Popular in 2024?

Even though Twitter’s growth has been leveling out for the past few years, Twitter’s user count is expected to grow upwards of 335 million in 2024.

That means it’s still a popular platform for businesses looking to target specific audiences.

Twitter Demographics

Based on information from Statista, 76.9% of Twitter users are based in the United States. That makes Americans the most substantial proportion of Twitter’s user base.

When we break the data down by age group, things are a little more interesting. 44% of U.S. 18 to 24-year-olds use Twitter, which means Gen Z is more likely to be using the platform. This makes Twitter more popular than sites like Reddit, WhatsApp, and LinkedIn for that age group.

twitter demographics

In terms of other demographics, U.S. based Twitter users are younger than the rest of the U.S. population.

But there are a few key differences which are as follows:

  • The median age of U.S. Twitter users is 40, while the national age is 47.
  • 42% of U.S. users have a college degree, while only 31% of the rest of the U.S. population does.

As we mentioned earlier, Twitter is pretty political. It’s the most political of all social media platforms. And that trend is reflected in the political orientation of Twitter users.

twitter politics statistics

According to Pew Research, 36% of U.S. Twitter users are Democrats, with 30% of Americans identifying that way. On the other hand, only 21% of Twitter users are Republican, although 26% of Americans identify as one.

Can You Use Twitter for Business?

Continuing with the political theme, 10% of U.S. Twitter users tend to be women tweeting about politics. But that said, 71% of American Twitter users use the platform to read news updates.

So, with politics aside, Twitter seems to be the ideal place for businesses to broadcast newsworthy topics and links to other educational content like blog posts.

It’s also a great social platform when you want to dip your toes into social media advertising. After all, 53% of Twitter’s audience is more likely to buy new products.

Social Media Marketing Stats for YouTube

Now, let’s take a look at the mother of all video platforms: YouTube. With the rise in popularity of video content, YouTube has the power to springboard your business into the limelight.

And with YouTube as the second most-used social media platform worldwide, it’s one platform you’ll definitely want to add to your marketing strategy.

Is YouTube still growing?

With over 1.7 billion unique monthly visitors, YouTube’s user base is still growing year on year. In fact, it has more active users than websites like Instagram, TikTok, Twitter, and Reddit, so it’s still popular worldwide.

Who Uses YouTube The Most?

When looking at who uses YouTube, it’s important to note that 80% of YouTube users come from outside the U.S.

If your key demographic is Americans, you’ll need to diversify your marketing efforts across a range of different social media platforms.

That said, Americans do make up a good proportion of YouTube users, as you can see below:

youtube demographic statistics
  • 81% of U.S. adults use YouTube
  • Of the urban adults, 84% use YouTube, compared to only 74% of rural adults
  • 82% of adult males and 80% of adult females are using YouTube

Let’s break that down by country.

YouTube Statistics by Country

As of late 2022, India has the largest YouTube audience by far, with approximately 467 million users watching videos and engaging with the popular social video platform. The US comes in second, with around 247 million YouTube viewers.

What is YouTube Mainly Used For?

With over 500 hours of video added to YouTube every minute, competition is fierce.

And when you consider that 10% of the most popular content attracts 79% of the views, it might seem impossible trying to reach your target audience on the platform. After all, over 65,000 YouTube channels have hit the 250,000 subscriber mark.

Youtube video statistics

But when it comes to what people watch on YouTube, you might have more luck by focusing on these areas:

  • Product review videos: Think With Google estimated 50,000 years of Youtube product review videos have been watched in the past two years.
  • How-to Videos: Users are 3x more likely to watch a YouTube how-to video than read a product’s instructions.
  • Music videos: Out of all the most popular videos on YouTube, music videos top the list most often. In fact, T-Series, India’s largest music label and movie studio, currently remains the most subscribed YouTube channel, with more than 233 million subscribers.
  • Wellness videos: Interest in videos related to relaxing is rising, with watch times increasing by over 70% in 12 months.
  • Livestreams: Almost 24% of social media users report watching video livestreams regularly.

Speaking of trending content on YouTube, the social network launched “YouTube Shorts” back in 2020. Today, Shorts receive 15 billion daily views, so it’s another type of content your business can tap to grow your channel.

TikTok Marketing Statistics

Finally, let’s look into the numbers for TikTok, the #1 most-download Apple store app in the “entertainment” category.

The United States is the third-largest country for downloads, accumulating 165 million installs since launch, followed by Canada and the UK in the 4th and 5th place.

When it comes to monthly active users, TikTok has the 4th spot, with Facebook as the 1st and YouTube and Instagram ranked 2nd and 3rd, respectively.

How many TikTok users are there in 2024?

TikTok has about 80 million monthly active users in the United States, with 37.3 million of these users belonging to Generation Z. Known as trendsetters, nearly half of Gen Z use TikTok and Instagram for search instead of Google, according to Google’s own internal data.

Using TikTok for Your Business

TikTok users spend an average of 95 minutes per day on the platform — that’s more than an hour daily — but is it worth your investment in social media ads? Let’s find out.

You have a potential audience of 945 million users aged 18 and above that you can reach when you use TikTok ads: 53% of those users identify as females, while almost 47% identify as males.

The US takes the top spot as the country with the largest TikTok advertising audience, which is not surprising, considering that the average person in the United States will open the app 8 times a day.

So there you have it!

We hope this roundup of the most important social media marketing statistics has helped you identify engaging ways to grow your business in the future.

And it’s worth noting that utilizing social media can be one of the best ways to turn your website visitors into brand ambassadors, which we explain in this article.

Do you want to grow your YouTube channel? Here’s how you can increase watch hours on YouTube.

While you’re here, don’t forget to follow us on Twitter and Facebook for more social media tips and tricks.

author avatar
Lianne Laroya Content Marketing Manager
Lianne serves as the Content Marketing Manager at Smash Balloon, drawing upon more than 12 years of experience in WordPress content, social media marketing, user-generated content (UGC) and search engine optimization (SEO).

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