Latest Social Media Marketing Statistics in 2024 [Updated]

Social media is an essential part of modern marketing, connecting billions of people worldwide. For businesses, it offers unparalleled opportunities to engage audiences and build strong brand connections.

Platforms like Facebook, Instagram, Twitter, YouTube, Pinterest, and LinkedIn continue to evolve, shaping how users interact and consume content. Staying updated on these trends is key to staying competitive in 2024. These insights will help businesses refine their strategies and make the most of social media’s potential.

Let’s dive into the numbers that can shape your marketing success.

Key Social Media Marketing Statistics for 2024

• By 2024, 4.8 billion individuals, representing over 60% of the global population, are actively engaging with social media platforms.
• A 57% majority of small businesses (2023) report that social media marketing is their most impactful channel for connecting with customers.
• In 2023, 93% of marketers confirmed social media boosts brand visibility, with 78% attributing increased website traffic to their efforts.
• Short-form video content remains dominant, with 92% of marketers (2024) rating it as the most effective format for audience interaction.
• Social commerce continues to grow, with 30% of consumers (2023) making purchases directly through social media platforms.
• 81% of millennials and Gen Z (2024) prioritize social media as their preferred way to interact with brands.
• AI-driven strategies have improved engagement with social media ads, increasing rates by 35% in 2024.
• Businesses prioritizing customer service on social media achieved 67% quicker response times and observed a 20% rise in customer loyalty (2023–2024).

Social Media Users Statistics

1. More than 60% of the world population uses social media today.

(Source: Statista, 2024)

As of 2024, there are 4.8 billion social media users worldwide, representing over 60% of the global population and 93% of internet users. Social media adoption continues to grow due to increasing internet access and mobile device penetration.
Social media usage by generation:

• 91% of Millennials actively use social media.
• 78% of Gen X are regular social media users.
• 50% of Baby Boomers are also active on social platforms.

These numbers highlight that while younger generations dominate social media, older groups are also increasingly embracing it, offering broad opportunities for targeted marketing.

2. People spend an average of 2 hours and 31 minutes on social media daily.

(Source: Hootsuite, 2024)

The time people spend on social media has grown steadily. Gen Z and Millennials lead with 3+ hours daily, while older generations average around 1–2 hours per day.
Average time spent per platform (2023–2024):

• 45 minutes on YouTube
• 38 minutes on Facebook
• 32 minutes on Instagram
• 25 minutes on TikTok

These numbers indicate where businesses should focus their advertising strategies to maximize visibility.

3. Global mobile social media users have surpassed 4.5 billion.

(Source: Statista, 2024)
Mobile remains the primary access point for social media, with users spending 70% of their online time on smartphones. In 2023, U.S. adults spent an average of 3 hours and 15 minutes daily on mobile devices. Optimizing content for mobile platforms is no longer optional—it’s essential for staying competitive.

4. The average user is active on 8.5 social media platforms.

(Source: GWI, 2023)

Multi-platform usage continues to rise, with users frequently exploring a mix of established platforms (e.g., Facebook, Instagram, YouTube) and newer apps (e.g., TikTok, BeReal). The COVID-19 pandemic accelerated this trend, creating a diverse ecosystem of opportunities for businesses to connect with their audience.

5. Social media accounts for over one-third of total online time.

(Source: We Are Social, 2024)

In 2024, internet users are expected to spend a combined 1.5 billion years on social media platforms globally. This immense time spent highlights the unparalleled reach and potential of social media marketing.

Social Media Marketing for Business

6. Over 40% of global internet users research brands on social media.

(Source: Statista, 2024)

Social platforms have become a primary tool for learning about products and services. Younger users, particularly those aged 18–34, are leading this trend, with 45% of them showing interest in making purchases directly through social media. For those aged 55 and older, the figure is around 15%, indicating a slower but growing adoption.

• 55% of consumers use social media to explore products.
• 50% of buyers rely on recommendations from social media influencers.
• 71% of users who have positive brand interactions on social media are likely to share their experiences with others.

Being present and responsive on social media helps businesses foster trust, ensuring smoother interactions and more informed buying decisions.

7. Nearly 75% of marketers report success with social media campaigns.

(Source: HubSpot, 2024)

Social media remains one of the most effective strategies for businesses:

• 90% of marketers acknowledge increased brand visibility through social platforms.
• 76% of businesses report increased web traffic due to social media efforts.
• 60% of marketers who have actively used social media for over two years have observed noticeable growth in sales.

Local businesses, in particular, benefit significantly:

• 44% depend on social platforms to build brand awareness.
• 41% use them as a revenue-driving channel.

Facebook continues to lead as the preferred platform, with 70% of U.S. adults actively using it.

8. Visual content is 40 times more likely to capture attention on social media.

(Source: Oberlo, 2024)

Video marketing continues to dominate social media engagement:

• Visual content is 40 times more effective at capturing user attention compared to text-based posts.
• On Instagram, videos drive 25% higher engagement than photos.
• TikTok has seen a 50% year-over-year rise in brand interactions through short-form videos.
• Social video ad spending in the U.S. is projected to exceed $15 billion in 2024, nearly doubling since 2018.

These statistics underscore the critical role of visuals in creating engaging and memorable social media campaigns.

Social Media Users Statistics

9. Social media remains the most popular online activity in 2024.

(Source: Statista, 2024)

• Over 80% of U.S. internet users have a social media profile, with projections estimating the total number of U.S. social media users to surpass 270 million by the end of 2024.
• Facebook remains a leading platform, driving 45% of all social media traffic in the U.S. as of 2024.
• Globally, over 60% of users regularly engage by commenting, sharing, or liking posts.

This popularity solidifies the role of social media as a primary channel for connecting with audiences.

10. Pinterest influences purchase decisions for 85% of its active users.

(Source: Pinterest, 2024)

• 60% of users explore the platform for product ideas and inspiration.
• 70% of Pinners report making purchases after discovering products on the site.
• With 1 billion monthly active users expected in 2024, Pinterest offers significant opportunities for businesses targeting visual and lifestyle-based markets.

11. Instagram leads in brand engagement, with 70% of users connecting with businesses.

(Source: Oberlo, 2024)

• Instagram users are 30 times more likely to engage with a brand compared to those on Twitter and 15 times more likely compared to Facebook.
• 60% of users discover new products and services through Instagram.
• Around 80% of users take action after being inspired by a post, such as visiting a website or making a purchase.

These figures highlight the platform’s strength in engaging audiences and converting interest into action.

12. Facebook continues to dominate influencer marketing efforts.

(Source: Hootsuite, 2024)

• 35% of influencers name Facebook as their most effective platform for campaigns.
• Social ads featuring images are responsible for 70%–90% of an ad’s performance on Facebook.
• 60% of marketers report Facebook provides the highest return on investment (ROI) among platforms.

13. Twitter impacts purchasing decisions for 75% of its users.

(Source: Small Business Trends, 2024)

• 70% of followers actively retweet content from small businesses.
• 55% of Twitter users report buying a product they first saw on the platform.
• Promoted tweets boost offline sales by 25% on average.

Timely responses are key—80% of users expect a brand to address their concerns within an hour.

14. YouTube engages over 2 billion monthly active users.

(Source: Statista, 2024)

• Branded video content accounts for a significant portion of its popularity, with users watching over 1 billion hours daily.
• Businesses investing in YouTube ads saw a 30% higher engagement rate in 2024 compared to previous years.

YouTube remains unparalleled for long-form video content, making it essential for marketing campaigns.

15. LinkedIn influences 60% of B2B purchasing decisions.

(Source: LinkedIn, 2024)

• 80% of professionals trust LinkedIn for industry-specific insights.
• The percentage of marketers sharing video content on LinkedIn has risen to 65%, with an emphasis on thought leadership and product showcases.
• LinkedIn’s professional tone makes it a preferred platform for B2B engagement and lead generation.

Conclusion

Social media remains a powerful tool for businesses in 2024, with billions of users and growing engagement across platforms. The trends show a clear preference for visual content, mobile-first experiences, and active brand interactions. Businesses that stay responsive, create engaging content, and tailor strategies to platform-specific behaviors can effectively connect with their audience and drive meaningful results.