Top 100 Social Media Marketing Statistics for Marketers [2024]

We’re living in a world where everyone’s data is collected everywhere and all at once, and it’s no secret that this plays a role in shaping social media algorithms and how marketers approach their campaigns.

At this point, for any social media marketer starting out, the sheer volume of information can feel a bit overwhelming, and we feel you.

So, in this article, we have put together facts and figures that you, as marketers and businesses, can use to understand the current media trends and user behavior on each platform.

Trust us, it’ll help you craft the most effective social media strategies. 

Social Media Usage Statistics

Before diving into the stats of each popular social media platform, let’s begin by understanding how people generally behave when using social media.

1. Currently, more than half (59.3%) of the global population has already used social media. (Oberlo, 2023)

2. Nowadays, there are around 4.69 billion people who use social media across the world, and the growth in social media is expected to reach 5.85 billion users by 2027. Furthermore, most of these social media users are not stuck with only one platform. (Forbes, 2023)

3. In 2022, the valuation of the social media app market was $49.09 billion.

4. The average person spends around 145 minutes on social media every day. And if this number is constant, it means people spent years on social media platforms during their lifespan.

5. The average person switches between 7 different social networks per month. (DataReportal, 2023)

6. Average internet users spend more than one-third of their internet time on social media platforms.

7. The most common way people access their social media is via a mobile device. The statistics show that 99% of users use a tablet or smartphone for social media. (Backlinko, 2023)

8. When it comes to the demographics, don’t underestimate the power of the new generation. Around 44% of 8 to 11-year-old children are on at least one social media platform. (Neal Schaffer, 2023)

9. More than that, around 87% of 12 to 15-year-old children are already on at least one social media platform.

10. Geographically, the parts of the world with the highest level of social media saturation are in Northern and Western Europe.

11. The short-form video has become the most engaging type of content on social media right now. (Forbes, 2023)

12. 51% of people are more likely to share videos with their friends and family, compared to other types of content. (Sprout Social, 2023)

13. When it comes to online shopping, each generation has a different preferred platform. Gen-Zers usually make more purchases on Instagram, TikTok, and Snapchat, while Baby Boomers shop more on Facebook.

14. 41% of Gen-Zers and Millennials make an impulse purchase online every 2-3 weeks. However, only 10% of Baby Boomers do so.

15. Livestream is another great channel on social media, as it is said the majority of livestream viewers (71%) have purchased something via social media.

16. As of April 2023, one of the fastest-growing social media platforms is called ‘BeReal’. (Forbes, 2023)

Social Media Advertising Statistics

It’s undeniable that social media plays a significant role in advertising right now, and many social media apps have realized the advertising power they wield. Here are some statistics that prove that power to be true.

17. In 2023, the total spend on social media advertising is projected to reach $268 billion. (Statista, 2023)

18. Within the demographic of internet users aged 18-34, 95% of them follow at least one brand on social media. (Dreamgrow, 2023) This presents significant opportunities for various brands and underscores the importance of maintaining official accounts. 

19. For 43% of all internet users, social media serves as a primary source of information on what to buy. (Neal Schaffer, 2023)

20. An Adobe study about advertising statistics reveals that, for 50% of Gen Z and 42% of Millennials, social media stands out as the most relevant advertising channel.

21. Nearly half of consumers aged 18 to 29 confess to making a purchase in response to a social media advertisement.

22. A larger percentage of consumers (49%) report discovering the perfect product through targeted ads, compared to organic posts by brands (40%). (Sprout Social, 2023)

23. Nowadays, a substantial 77% of businesses utilize social media as a means to connect with their customer base. (Forbes, 2023)

24. Likewise, approximately 70% of customers expect companies to use social media for customer service. (Sprout Social, 2023)

25. Moreover, customers who have positive interactions with brands on social media recommend the brand to their social contacts at a rate of 71%. (Oberlo, 2023)

26. Among marketers with two or more years of experience in social media marketing, 50% report an increase in sales. (Neal Schaffer, 2023)

27. In this era, social consciousness is a key factor for 70% of consumers, who expect brands to take a public stance on important issues. (Marketing Dive, 2018)

28. However, the statistics also show that taking a stand doesn’t always yield positive results, as 55% of consumers indicate that values are significant enough to potentially lead to boycotting brands they disagree with. (Neal Schaffer, 2023)

29. In 2022, the average click-through rate (CTR) for social media ads was 1.21%. (Forbes, 2023)

30. However, sadly, over 40% of internet users turn on ad blockers. (SmallBizGenius, 2023)

TikTok Marketing Statistics

With the rise of short-form video content this year, it’s no wonder why TikTok has already become the talk of the town. Let’s check out the statistics related to their marketing power.

31. Nowadays, TikTok has over 1 billion active users worldwide. (TikTok, 2023)

32. With an impressive 100% user growth rate from 2020 to 2022, TikTok stands out as one of the fastest-growing platforms.

33. TikTok also claims the top spot as the no.1 most-downloaded app in over 40 countries, available in 150+ markets and supporting 35+ languages. (DaBrando, 2023)

34. Globally, TikTok holds the title for the most frequently used app, with users dedicating an average of 23.5 hours per month to the platform. (Sprout Social, 2023)

35. TikTok may get a reputation as being for teenagers, which is sort of true as the full 24% of its global audience is women aged 18 to 24. Male users of this age bracket make up another 18%.

36. The second rank of the majority of their audience falls into the 25 to 34-year-old age group, at 31%.

37. As of the close of 2022, TikTok’s revenue reached a substantial $350 million. (Forbes, 2023)

38. More than three-fourths of TikTok users are looking for fun or entertaining content on the platform.

39. Surprisingly, Gen Z uses TikTok as a search engine: nearly 40% of this demographic prefers searching for information on TikTok over Google.

40. The minimum average cost of a TikTok post with 1 million followers is $1,034. (Forbes, 2023)

Facebook Marketing Statistics

Who said old platforms have lost their marketing power? Facebook, established in 2004, still remains one of the applications that many marketers place their trust in. Check out the statistics to understand why.

41. By the end of 2022, Facebook stands as the world’s largest online social network, boasting an impressive 2.96 billion monthly active users. (Forbes, 2023)

42. More than that, 90% of marketers worldwide overwhelmingly favor Facebook as their primary platform. (Statista, 2023)

43. Meta, the parent company of Facebook, generated a revenue of $116.6 billion in 2022, with approximately $65 billion coming from Facebook. (Statista, 2023)

44. On average, an American spends around 33 minutes daily on Facebook. (Sprout Social, 2023)

45. A recent study of Facebook age demographics shows that the 25 to 34 age group has the highest number of Facebook users, constituting 29.4% of all active Facebook users. 

46. Based on available gender data, Facebook demographics reveal that 56.6% of users are male, while 43.3% are female. 

47. Geographically, Indians make up the largest user base on Facebook with 315 million users. (SocialPilot, 2023)

48. When it comes to content types that get the highest engagement rate, photo posts on Facebook lead at 0.12%, followed by status posts at 0.11%, video posts at 0.08%, and link posts at 0.04%. (WordStream, 2023)

49. Compared to other platforms with live videos, Facebook Lives usually gets 26% higher engagement.

50. Lastly, don’t underestimate the power of Facebook groups: more than 1.8 billion people use Facebook Groups every month. There are roughly 70 million admins and moderators running active Facebook groups. Impressively, more than half of all users are active members in five or more groups. (Facebook, 2021)

Instagram Marketing Statistics

Many of us love peeking at people’s Instagram Stories whenever we are free to check our phones. However, that’s not the only charm of Instagram. Here are some of the statistics to show you why Instagram is one of the most powerful platforms for marketing.

51. Approximately 20.3% of active internet users engage with Instagram daily, reflecting its widespread popularity.

52. The majority of Instagram users (61.2%) fall within the 18-34 age range, highlighting its appeal to a younger demographic. (Sprout Social, 2023)

53. In the year 2023, 29% of marketers plan to increase their investment in Instagram more than any other platform.

54. Many marketers prefer Instagram as it offers the highest ROI (Return on Investment) for selling products. (HubSpot, 2023)

55. 15% of shoppers in the United States start their online shopping searches on Instagram. (Insider Intelligence, 2022)

56. Instagram is the no.1 rank social media platform that people choose to connect with brands. (Instagram, 2021)

57. The minimum average cost of an Instagram post with 1 million followers is $1,200 (Forbes, 2023)

58. When it comes to content types that get the highest engagement rate, Instagram Reel currently receives the most attention at the rate of 1.23%

59. Moreover, Reels attract 22% more interaction compared to standard video posts on the platform. (Sprout Social, 2023)

 60. A substantial 70% of users watch Instagram Stories on a daily basis. (SocialPilot, 2023)

YouTube Marketing Statistics

Even though TikTok is a rising star when it comes to video platforms, don’t underestimate the potential of YouTube marketing. Let the facts and figures about it speak for themselves.

61. As of January 2023, YouTube has over 2.5 billion users across the world. 

62. YouTube maintains its status as the second-most-popular social network worldwide, determined by the number of monthly active users, as of October 2023.

63. More than half of internet users (52%) use YouTube at least once a month. (Forbes, 2023)

64. The average daily time spent watching YouTube videos is 19 minutes per person. (Sprout Social, 2023)

65. However, it is important to note that over the past year, the platform has experienced a decline in active users by 48 million. 

66. Even though YouTube is considered more of a long-form content platform, nearly 90% of all visits to YouTube come from a mobile device. 

67. And as we said short-form video content is at its peak, YouTube Shorts gets 30 billion views daily from users worldwide. (Search Engine Journal, 2022)

68. According to YouTube data, 90% of the company’s revenue comes from advertising sales, while the remaining 10% comes from subscription services. (Zippia, 2023)

69. The minimum average cost of a sponsored YouTube video with 1 million views is $2,500. (Forbes, 2023)

70. One thing that sets YouTube apart is this is a thriving hub for gaming content, with projections indicating that 90 million will watch sports on the platform by 2025. (Think with Google, 2022)

Twitter Marketing Statistics

As we all know, conversations on Twitter can spark like wildfire, and this can be a great element for any marketing plan. Check out the statistics, and you might change your mind about what you’ve heard about Twitter Marketing.

71. Twitter reports a total of approximately 556 million monthly active users globally. (Statista, 2023)

72. Out of all generations, users aged 18-34 like Twitter the most, highlighting its significance among younger groups of audience. (Statista, 2022)

73. Geographically, The United States contributes to 25.47% of Twitter’s overall traffic, while Japan adds 14.96%. (DemandSage, 2023)

74. Based on available gender data, nearly two-thirds (63%) of Twitter users are male. (Sprout Social, 2023)

75. Like what many expected, over half (53%) of Twitter users come to this platform as a source for the latest news.

76. Due to some particular reasons, in the upcoming year, 71% of marketers plan to spend less time on Twitter.

77. But can Twitter really be ignored in marketing plans? A significant 76% of users claim to have purchased something based on conversations they had on Twitter.

78. Moreover, 89% of people use Twitter to discover new products.

79. Twitter also highlights that the view time for ads on the platform is 26% higher compared to other leading platforms.

80. Companies looking to make an impact on Twitter are encouraged to utilize Twitter Spaces, the platform’s alternative to Clubhouse, as it proves effective in boosting sales. Twitter notes that a 10% increase in discussion rooms leads to a 3% increase in sales volume. (DemandSage, 2023)

Linkedin Marketing Statistics

Believe it or not, LinkedIn, being one of the most professional social media platforms, can open up many possibilities in the business world. These statistics will show you why.

81. Nowadays, there are more than 900 million LinkedIn users, across 200 countries worldwide. (Sprout Social, 2023)

82. The United States claims the highest user rate globally on LinkedIn, boasting an audience reach of over 199 million users. 

83. Impressively, LinkedIn’s daily user count exceeds 137 million within the United States. (Sprout Social, 2023)

84. There are over 63 million company profiles on LinkedIn. And it should be highlighted that this is the number of company profiles only. (Sprout Social, 2023)

85. No wonder why LinkedIn holds the no.1 platform for B2B marketers, with 82% achieving their greatest success on this platform compared to other social channels. (LinkedIn, 2023)

Social Media Influencer Statistics

Now that we know the statistics of marketing on each social media platform, there’s another element you shouldn’t ignore: influencers. Influencers can provide significant help in online marketing. Check out these statistics to see for yourself.

86. At this point, 93% of marketers have already used influencer marketing as one of their strategies.

87. Believe it or not, half of Millennials place trust in product recommendations from influencers, highlighting their impact in the online marketing field. (Morning Consult, 2019)

88. Moreover, within the past three months, 33% of Gen-Zs have made purchases based on an influencer’s recommendation. (Hubspot, 2023)

89. Around two-thirds of marketers (67%) have intentions to increase their spending on influencer marketing campaigns in the year 2023. (Business Industry, 2023)

90. Projections indicate that the global influencer marketing industry will reach $21.2 billion in 2023. (Sprout Social, 2023)

91. Today, the most influencer marketing ad spend is in China, with an ad spend at $16.76 billion.

92. Worldwide, 25% of brands allocate 10-20% of their marketing budget to influencer marketing.

93. The most popular influencer marketing channel obviously goes to Tiktok, as 56% of marketers have chosen this platform in their strategies.

94. Aside from TikTok, Instagram is also one of the top influencer marketing platforms, as seen from 3.8 million Instagram posts featuring the hashtag “ad” in 2021. (Forbes, 2023)

95. Last but not least, never underestimate the power of Micro-influencers because Micro-influencers can generate up to 60% more engagement than macro-influencers. (Emplifi, 2023)

User-Generated Content Marketing Statistics

Besides influencers, your audience can also be the ones who make an impact by creating what marketers call ‘user-generated content.’ Shall we wrap up this article by looking at the statistics about UGCs?

96. When making purchasing decisions, 85% of consumers prefer visual user-generated content (UGC) over content created by brands. (Social Media Today, 2016)

97. In general, user-generated content-based ads get 4x higher CTRs (Click-through rates) than average. (Shopify, 2018)

98. Furthermore, Millennials consider UGC to be 50% more reliable compared to content generated directly by brands. (EveryOneSocial, 2023)

99. Almost half of shoppers are less inclined to purchase from a brand or retailer lacking reviews on their website, indicating the importance of user-generated content. (The Bazaar Review, 2021)

100. However, most importantly, one fake review can significantly impact customer’s trust: 75% of shoppers assert that if they identify a fake review for a product on a site, it would impact their trust in reviews for other products the same way.

Crafting Success 

If you’ve read up on this, you have likely picked up some important statistics and seen some pictures of today’s social media marketing scene.

However, as marketers, here’s a friendly reminder: those facts and figures are there to serve as your guidelines, not as limitations to your creativity in your marketing plan. 

Sure, gather insights, but always keep room for experimentation and see how things play out on your own. That’s the real magic trick in this ever-evolving world of social media marketing.