Social media data: General usage statistics<\/h2>\n\n- As of October 2024, the total number of internet users worldwide was\u00a05.52 billion<\/a>. That\u2019s about 67.5 percent of the world\u2019s population. Of these, 5.22 billion were social media users.<\/li>\n
- In the past year, approximately\u00a0<\/span>256 million new users<\/span><\/a>\u00a0joined social<\/span>\u00a0media, marking an annual growth of 5.2 percent or an average of 8.1 new users per second.<\/li>\n
- As of April 2024, Facebook leads globally as the most popular\u00a0<\/span>social platform<\/a><\/span>\u00a0with\u00a0<\/span>3.065 billion monthly active users<\/a>\u00a0(MAU)<\/span>, followed by YouTube (2.5 billion), WhatsApp and Instagram (2 billion each), and TikTok (1.5 billion). X\/Twitter ranks 12th with 611 million, just above Sina Weibo\u2019s 598 million.<\/span><\/li>\n<\/ul>\n
![\"Social](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/06\/Social-Media-Rankings-Active-Users.png\")
<\/p>\n
\n- As of September 2024, over\u00a0half of US adults<\/a>\u00a0(54 percent) obtain news from social media platforms. Facebook leads the pack, with 30 percent of adults regularly accessing news there, followed by YouTube at 26 percent. Notably, 39 percent of adults under 30 regularly get news from TikTok, highlighting a generational shift in news consumption habits.<\/li>\n<\/ul>\n
![\"ClearVoice](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2025\/02\/ClearVoice_Inline-Ad-2.png\")
<\/p>\n
Social media marketing stats: User engagement<\/h2>\n\n- On average, individuals spend\u00a02 hours and 19 minutes daily<\/a>\u00a0on social media, which is about 14 percent of their waking hours, engaging with approximately seven platforms each month.<\/li>\n
- \n\n\n\n\n
A\u00a02024 HubSpot survey<\/a>\u00a0found that social media marketers saw the most audience engagement on YouTube (23\u00a0percent<\/span>), Instagram (23\u00a0percent<\/span>), and Facebook (22\u00a0percent<\/span>).<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/li>\n<\/ul>\n![\"Social](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/06\/Which-Platform-is-the-Best.png\")
<\/p>\n
\n- The\u00a0average engagement rate on Facebook<\/a>\u00a0is dishearteningly low, with most pages seeing just 0.07 percent. Image posts perform best, generating slightly more fan interaction at 0.12 percent. Link posts, meanwhile, generate the lowest engagement at only 0.03\u00a0percent<\/span>.<\/li>\n
- On Instagram,\u00a0photo posts<\/a>\u00a0lead in engagement for business accounts with a rate of 2.69 percent, surpassing previous top-performing carousel posts. As of February 2024, carousel posts have a 1.16 percent engagement rate, while video posts stand at 2.21 percent.<\/li>\n
- Four out of 10 LinkedIn users<\/a>\u00a0organically engage with a business page every week.<\/li>\n<\/ul>\n
<\/p>\n
Social media insights: Video statistics<\/h2>\n\n- According to\u00a0HubSpot’s 2024 Global Social Media Trends Report<\/a>, YouTube has surpassed Instagram and Facebook as the top platform for brands, growing 79 percent in the past year. Long-form\u00a0videos<\/a>\u00a0and YouTube series have become go-to strategies for brands to connect with audiences and build engagement.<\/li>\n
- More than\u00a0eight out of 10 consumers<\/a>\u00a0(81 percent) want brands to release more short-form videos in 2024.<\/li>\n<\/ul>\n
![\"Social](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/06\/Content-Formats-to-Focus-On.png\")
<\/p>\n
\n- Viewers find short-form videos\u00a02.5 times more engaging<\/a>\u00a0than long-form videos.<\/li>\n
- According to\u00a0Wyzowl<\/a>, in 2024, video is widely used for marketing, with social media videos among the top types at 34 percent. Video testimonials lead at 39\u00a0percent<\/span>, followed by explainer videos (38\u00a0percent<\/span>) and product demos (32 percent).<\/li>\n<\/ul>\n
2025 stats: Influencer marketing<\/h2>\n\n- According to\u00a0Influencer MarketingHub<\/a>, in 2024, 84.8\u00a0percent<\/span>\u00a0of marketers continue to believe in the\u00a0power of influencer marketing<\/a>, an increase from 83\u00a0percent<\/span>\u00a0the previous year. Of firms that have engaged in influencer marketing, 85.8\u00a0percent<\/span>\u00a0plan to dedicate a budget for it.<\/li>\n
- According to\u00a0HubSpot\u2019s State of Consumer Trends Report<\/a>, Gen Z (ages 18-24) primarily discover new products through social media, internet searches, and word-of-mouth, with Instagram, YouTube, and TikTok as their top platforms. In the past three months, 37\u00a0percent<\/span>\u00a0of Gen Z purchased products recommended by influencers.<\/li>\n
- A\u00a0study analyzing nearly 2 million global purchases<\/a>\u00a0and multiple European field studies found that a typical $50 product investment with a nano influencer (under 10,000 followers) yields an average return exceeding $1,000. In contrast, macro-influencers (100,000+ followers) often charge more than $1,000 per endorsement but generate an average return of only $6,000.<\/li>\n
- Since 2019, the global influencer marketing market has more than tripled, reaching an estimated\u00a0$24 billion in 2024<\/a>.<\/li>\n<\/ul>\n
![\"2024](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/06\/Most-Common-Channels.png\")
<\/p>\n
\n- According to the\u00a02024 State of Influencer Marketing Benchmark Report<\/a>, TikTok has become the top platform for branded marketing content, with 68.8 percent<\/span> of brands using it for influencer marketing, compared to 46.7 percent<\/span> on Instagram and 33.1 percent<\/span>\u00a0on YouTube.<\/li>\n<\/ul>\n
2025 data: Social media advertising<\/h2>\n\n- X\/Twitter has lost popularity, and Threads hasn\u2019t fully taken its place. Meanwhile, about\u00a020\u00a0percent<\/span>\u00a0of social media marketers<\/a>\u00a0use Pinterest and Snapchat, with 10\u00a0percent<\/span>\u00a0using Reddit and Threads. As platform popularity shifts, brands must stay flexible \u2014 especially with\u00a0potential TikTok bans in the US<\/a>.<\/li>\n
- Among all social media platforms, YouTube tops the list in terms of\u00a0<\/span>advertising reach<\/span><\/a>, with YouTube ads connecting with 2.53 billion monthly users, 10 percent more than Facebook’s 2.22 billion.<\/span><\/li>\n
- Global social media ad spending will reach\u00a0$255.8 billion by 2028<\/a>.<\/li>\n
- A\u00a0<\/span>2024 survey<\/a><\/span>\u00a0found that the top benefits of social media for marketing are increased exposure (80 percent), expanded traffic (73\u00a0percent<\/span><\/span>), and lead generation (65\u00a0percent<\/span><\/span>), according to marketers.<\/span><\/li>\n
- Social media is now the\u00a0top global media channel for advertising investment<\/a>\u00a0after overtaking paid search last year. Social media ad spend is expected to reach $247.3 billion by the end of 2024, a 14.3\u00a0percent<\/span>\u00a0increase from last year. Meta is set to exceed linear TV in global ad revenue by 2025.<\/li>\n
- Social media brand perception<\/a>\u00a0in the US is mixed, with widespread use but concerns about trust, misinformation, and data privacy. While platforms like Facebook and TikTok have high awareness (94\u00a0percent<\/span>\u00a0and 91\u00a0percent<\/span>, respectively), favorability is lower, with only 68\u00a0percent<\/span>\u00a0for Facebook and 43\u00a0percent<\/span>\u00a0for TikTok. LinkedIn is seen as the most privacy-protective, while only 18\u00a0percent<\/span>\u00a0of US users trust Facebook with their data.<\/li>\n<\/ul>\n
Insights for 2025: AI usage in social media<\/strong><\/h2>\n\n- The\u00a0Hootsuite Social Media Trends 2024 Survey<\/a>\u00a0reveals that social media managers, often managing tasks solo and pressed for time, are increasingly turning to AI to lighten their workload, with 61\u00a0percent<\/span>\u00a0citing this as their top motivation.<\/li>\n
- There is audience hesitancy toward AI-generated social media content, with\u00a0<\/span>62 percent of consumers<\/span><\/a>\u00a0saying they’re less likely to engage with or trust AI-generated content.<\/span><\/li>\n
- As of May 2024, nearly four in 10 marketers worldwide (38\u00a0percent<\/span>) say\u00a0generative AI boosts social media marketing efficiency<\/a>, while 34\u00a0percent<\/span>\u00a0highlight easier idea generation.<\/li>\n
- The\u00a0growth of AI in social media<\/a>\u00a0is fueled by several factors, including the increasing volume of user data, the need for personalized experiences, targeted advertising, and efficient content moderation.<\/li>\n
- Seventy-one percent of social media marketers<\/a>\u00a0currently use AI tools, and 87\u00a0percent<\/span>\u00a0believe these tools are essential for a successful strategy. Among those using generative AI, 71\u00a0percent<\/span>\u00a0report better performance from AI-created content than non-AI content.<\/li>\n<\/ul>\n
![\"Insights](\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/06\/71-percent-statistics.png\")
<\/p>\n
Market Insights: Powering Your Social Media Marketing Strategy<\/h2>\n
Data informs decision-making. With the right data sets, organizations can make objective decisions based on facts. The above social media statistics provide insights into users\u2019 preferences and behavior, helping brands tailor their marketing messaging to the right audiences via the right platform.<\/p>\n
<\/p>\n
- \n
- As of September 2024, over\u00a0half of US adults<\/a>\u00a0(54 percent) obtain news from social media platforms. Facebook leads the pack, with 30 percent of adults regularly accessing news there, followed by YouTube at 26 percent. Notably, 39 percent of adults under 30 regularly get news from TikTok, highlighting a generational shift in news consumption habits.<\/li>\n<\/ul>\n<\/p>\n
Social media marketing stats: User engagement<\/h2>\n
- \n
- On average, individuals spend\u00a02 hours and 19 minutes daily<\/a>\u00a0on social media, which is about 14 percent of their waking hours, engaging with approximately seven platforms each month.<\/li>\n
- \n
\n\n\n\nA\u00a02024 HubSpot survey<\/a>\u00a0found that social media marketers saw the most audience engagement on YouTube (23\u00a0percent<\/span>), Instagram (23\u00a0percent<\/span>), and Facebook (22\u00a0percent<\/span>).<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/li>\n<\/ul>\n
<\/p>\n- \n
- The\u00a0average engagement rate on Facebook<\/a>\u00a0is dishearteningly low, with most pages seeing just 0.07 percent. Image posts perform best, generating slightly more fan interaction at 0.12 percent. Link posts, meanwhile, generate the lowest engagement at only 0.03\u00a0percent<\/span>.<\/li>\n
- On Instagram,\u00a0photo posts<\/a>\u00a0lead in engagement for business accounts with a rate of 2.69 percent, surpassing previous top-performing carousel posts. As of February 2024, carousel posts have a 1.16 percent engagement rate, while video posts stand at 2.21 percent.<\/li>\n
- Four out of 10 LinkedIn users<\/a>\u00a0organically engage with a business page every week.<\/li>\n<\/ul>\n
<\/p>\n
Social media insights: Video statistics<\/h2>\n
- \n
- According to\u00a0HubSpot’s 2024 Global Social Media Trends Report<\/a>, YouTube has surpassed Instagram and Facebook as the top platform for brands, growing 79 percent in the past year. Long-form\u00a0videos<\/a>\u00a0and YouTube series have become go-to strategies for brands to connect with audiences and build engagement.<\/li>\n
- More than\u00a0eight out of 10 consumers<\/a>\u00a0(81 percent) want brands to release more short-form videos in 2024.<\/li>\n<\/ul>\n
<\/p>\n- \n
- Viewers find short-form videos\u00a02.5 times more engaging<\/a>\u00a0than long-form videos.<\/li>\n
- According to\u00a0Wyzowl<\/a>, in 2024, video is widely used for marketing, with social media videos among the top types at 34 percent. Video testimonials lead at 39\u00a0percent<\/span>, followed by explainer videos (38\u00a0percent<\/span>) and product demos (32 percent).<\/li>\n<\/ul>\n
2025 stats: Influencer marketing<\/h2>\n
- \n
- According to\u00a0Influencer MarketingHub<\/a>, in 2024, 84.8\u00a0percent<\/span>\u00a0of marketers continue to believe in the\u00a0power of influencer marketing<\/a>, an increase from 83\u00a0percent<\/span>\u00a0the previous year. Of firms that have engaged in influencer marketing, 85.8\u00a0percent<\/span>\u00a0plan to dedicate a budget for it.<\/li>\n
- According to\u00a0HubSpot\u2019s State of Consumer Trends Report<\/a>, Gen Z (ages 18-24) primarily discover new products through social media, internet searches, and word-of-mouth, with Instagram, YouTube, and TikTok as their top platforms. In the past three months, 37\u00a0percent<\/span>\u00a0of Gen Z purchased products recommended by influencers.<\/li>\n
- A\u00a0study analyzing nearly 2 million global purchases<\/a>\u00a0and multiple European field studies found that a typical $50 product investment with a nano influencer (under 10,000 followers) yields an average return exceeding $1,000. In contrast, macro-influencers (100,000+ followers) often charge more than $1,000 per endorsement but generate an average return of only $6,000.<\/li>\n
- Since 2019, the global influencer marketing market has more than tripled, reaching an estimated\u00a0$24 billion in 2024<\/a>.<\/li>\n<\/ul>\n
<\/p>\n- \n
- According to the\u00a02024 State of Influencer Marketing Benchmark Report<\/a>, TikTok has become the top platform for branded marketing content, with 68.8 percent<\/span> of brands using it for influencer marketing, compared to 46.7 percent<\/span> on Instagram and 33.1 percent<\/span>\u00a0on YouTube.<\/li>\n<\/ul>\n
2025 data: Social media advertising<\/h2>\n
- \n
- X\/Twitter has lost popularity, and Threads hasn\u2019t fully taken its place. Meanwhile, about\u00a020\u00a0percent<\/span>\u00a0of social media marketers<\/a>\u00a0use Pinterest and Snapchat, with 10\u00a0percent<\/span>\u00a0using Reddit and Threads. As platform popularity shifts, brands must stay flexible \u2014 especially with\u00a0potential TikTok bans in the US<\/a>.<\/li>\n
- Among all social media platforms, YouTube tops the list in terms of\u00a0<\/span>advertising reach<\/span><\/a>, with YouTube ads connecting with 2.53 billion monthly users, 10 percent more than Facebook’s 2.22 billion.<\/span><\/li>\n
- Global social media ad spending will reach\u00a0$255.8 billion by 2028<\/a>.<\/li>\n
- A\u00a0<\/span>2024 survey<\/a><\/span>\u00a0found that the top benefits of social media for marketing are increased exposure (80 percent), expanded traffic (73\u00a0percent<\/span><\/span>), and lead generation (65\u00a0percent<\/span><\/span>), according to marketers.<\/span><\/li>\n
- Social media is now the\u00a0top global media channel for advertising investment<\/a>\u00a0after overtaking paid search last year. Social media ad spend is expected to reach $247.3 billion by the end of 2024, a 14.3\u00a0percent<\/span>\u00a0increase from last year. Meta is set to exceed linear TV in global ad revenue by 2025.<\/li>\n
- Social media brand perception<\/a>\u00a0in the US is mixed, with widespread use but concerns about trust, misinformation, and data privacy. While platforms like Facebook and TikTok have high awareness (94\u00a0percent<\/span>\u00a0and 91\u00a0percent<\/span>, respectively), favorability is lower, with only 68\u00a0percent<\/span>\u00a0for Facebook and 43\u00a0percent<\/span>\u00a0for TikTok. LinkedIn is seen as the most privacy-protective, while only 18\u00a0percent<\/span>\u00a0of US users trust Facebook with their data.<\/li>\n<\/ul>\n
Insights for 2025: AI usage in social media<\/strong><\/h2>\n
- \n
- The\u00a0Hootsuite Social Media Trends 2024 Survey<\/a>\u00a0reveals that social media managers, often managing tasks solo and pressed for time, are increasingly turning to AI to lighten their workload, with 61\u00a0percent<\/span>\u00a0citing this as their top motivation.<\/li>\n
- There is audience hesitancy toward AI-generated social media content, with\u00a0<\/span>62 percent of consumers<\/span><\/a>\u00a0saying they’re less likely to engage with or trust AI-generated content.<\/span><\/li>\n
- As of May 2024, nearly four in 10 marketers worldwide (38\u00a0percent<\/span>) say\u00a0generative AI boosts social media marketing efficiency<\/a>, while 34\u00a0percent<\/span>\u00a0highlight easier idea generation.<\/li>\n
- The\u00a0growth of AI in social media<\/a>\u00a0is fueled by several factors, including the increasing volume of user data, the need for personalized experiences, targeted advertising, and efficient content moderation.<\/li>\n
- Seventy-one percent of social media marketers<\/a>\u00a0currently use AI tools, and 87\u00a0percent<\/span>\u00a0believe these tools are essential for a successful strategy. Among those using generative AI, 71\u00a0percent<\/span>\u00a0report better performance from AI-created content than non-AI content.<\/li>\n<\/ul>\n
<\/p>\nMarket Insights: Powering Your Social Media Marketing Strategy<\/h2>\n
Data informs decision-making. With the right data sets, organizations can make objective decisions based on facts. The above social media statistics provide insights into users\u2019 preferences and behavior, helping brands tailor their marketing messaging to the right audiences via the right platform.<\/p>\n
- There is audience hesitancy toward AI-generated social media content, with\u00a0<\/span>62 percent of consumers<\/span><\/a>\u00a0saying they’re less likely to engage with or trust AI-generated content.<\/span><\/li>\n
- Among all social media platforms, YouTube tops the list in terms of\u00a0<\/span>advertising reach<\/span><\/a>, with YouTube ads connecting with 2.53 billion monthly users, 10 percent more than Facebook’s 2.22 billion.<\/span><\/li>\n
- X\/Twitter has lost popularity, and Threads hasn\u2019t fully taken its place. Meanwhile, about\u00a020\u00a0percent<\/span>\u00a0of social media marketers<\/a>\u00a0use Pinterest and Snapchat, with 10\u00a0percent<\/span>\u00a0using Reddit and Threads. As platform popularity shifts, brands must stay flexible \u2014 especially with\u00a0potential TikTok bans in the US<\/a>.<\/li>\n
- According to\u00a0HubSpot\u2019s State of Consumer Trends Report<\/a>, Gen Z (ages 18-24) primarily discover new products through social media, internet searches, and word-of-mouth, with Instagram, YouTube, and TikTok as their top platforms. In the past three months, 37\u00a0percent<\/span>\u00a0of Gen Z purchased products recommended by influencers.<\/li>\n
- According to\u00a0Wyzowl<\/a>, in 2024, video is widely used for marketing, with social media videos among the top types at 34 percent. Video testimonials lead at 39\u00a0percent<\/span>, followed by explainer videos (38\u00a0percent<\/span>) and product demos (32 percent).<\/li>\n<\/ul>\n
- More than\u00a0eight out of 10 consumers<\/a>\u00a0(81 percent) want brands to release more short-form videos in 2024.<\/li>\n<\/ul>\n
- On Instagram,\u00a0photo posts<\/a>\u00a0lead in engagement for business accounts with a rate of 2.69 percent, surpassing previous top-performing carousel posts. As of February 2024, carousel posts have a 1.16 percent engagement rate, while video posts stand at 2.21 percent.<\/li>\n
- \n
- On average, individuals spend\u00a02 hours and 19 minutes daily<\/a>\u00a0on social media, which is about 14 percent of their waking hours, engaging with approximately seven platforms each month.<\/li>\n