Important Social Media Facts and Statistics

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Social media is an integral part of our daily lives, with billions of people using platforms like Facebook, Instagram, and Twitter to connect with others, share experiences, and stay informed.

Did you know that the average person spends around 2 hours and 25 minutes on social media every day? This staggering figure highlights just how deeply ingrained social media has become in our daily routines.

More than 3.8 billion people use social media worldwide, which is roughly half of the global population. This massive user base is a testament to the power and reach of social media.

People are more likely to trust recommendations from friends and family than advertisements, with 70% of consumers saying that word-of-mouth recommendations influence their purchasing decisions.

Social Media Statistics

Social media statistics can be a powerful tool for businesses looking to upgrade their marketing efforts.

Discovering potential on emerging platforms is crucial for businesses to stay ahead of the competition.

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Assessing whether a transition from organic content to ads or vice versa is necessary can make a significant difference in online visibility.

With years of experience in digital and growth marketing, data can be leveraged to improve online visibility, increase conversion rates, and hit goals.

Keeping up with the latest social media marketing data is essential to refine your approach and establish more informed objectives.

Leveraging social media statistics for strategic insights can help businesses make informed decisions about their online presence.

Big Audiences, Bigger Businesses

YouTube has the largest social media advertising audience, with 2.53 billion users per month, which is more than 10 percent greater than Facebook's 2.22 billion figure.

Social media advertising is a powerful tool for businesses, and it's no wonder why. With platforms like YouTube, Facebook, and TikTok reaching billions of users every month, it's a great way to get your message out to a huge audience.

TikTok ranks third in terms of social media advertising audience, with 1.69 billion users per month, just ahead of Instagram's 1.68 billion users.

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If you're looking to reach a huge audience with your social media advertising, YouTube is the way to go. But if you're looking for a more specific target audience, TikTok might be a better choice.

Here are the top 5 social media platforms by advertising audience size:

Social Media Platforms

YouTube has the greatest number of active users today, with an index of 100. This makes it the world's most used social media platform.

WhatsApp and Facebook rank second and third respectively, with WhatsApp having a slightly larger active app user base. Meta's top messaging platform has more active app users than its top social network.

Instagram ranks fourth, with an active app user base that's just over 70% of YouTube's. This means Instagram's audience is smaller than YouTube's, but still significant.

Facebook Messenger ranks fifth, with an index of 48.8. This is a notable difference from YouTube's index of 100.

Credit: youtube.com, Most Popular Social Networks Platforms Comparison by Active Users

TikTok claims sixth place in the latest ranking, with an active app user base that's 44.7% the size of YouTube's. This is a substantial audience, but still smaller than YouTube's.

Pinterest users are particularly interested in following or researching brand-related content on the platform. This makes Pinterest a valuable platform for businesses looking to connect with their audience.

TikTok users primarily visit the platform to look for funny and entertaining videos. This is a key difference from other social media platforms, where users may be more interested in messaging or publishing content.

User Behavior and Growth

The user behavior on social media is fascinating, and it's changing rapidly. The average daily time spent on social media worldwide has been increasing, with users dedicating more time to social media each year.

In 2022, the global number of social media users experienced an increase from 4.62 billion to 4.72 billion, reflecting a year-over-year growth of 3%. This growth is expected to continue throughout the year.

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TikTok has been a significant contributor to this growth, with a remarkable 100% user increase from 2020 to 2022. Users are spending an average of 23.5 hours per month on TikTok, making it the most frequently used app globally.

Here's a brief breakdown of the growth in social media users:

This growth in social media users has significant implications for businesses and marketers, who need to adapt their strategies to reach their target audience effectively.

Most Common

The most common social media platforms have undergone significant changes over the years. YouTube has been the most popular platform since 2018, with 85% of U.S. adults using it as of 2024.

Facebook has been a close second, with 70% of U.S. adults using it as of 2024. Instagram has seen the biggest growth, with 50% of U.S. adults using it as of 2024.

Here's a breakdown of the most popular platforms in 2023 and 2024:

Interestingly, the most popular reasons for using social media as of 2023 include staying in touch with friends and family, staying up-to-date with news, and sharing information with others.

Average Person Manages 6.7 Networks

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The average person manages 6.7 social media networks. This staggering number is based on the fact that 93% of U.S. adults use YouTube, which is the highest percentage among all social media platforms.

We can break down the average person's social media usage by age group. For example, 68% of 18-29 year olds use Facebook, while 59% of 65+ year olds use the platform. This suggests that as people get older, they tend to use fewer social media platforms.

Interestingly, men and women have different social media usage habits. For instance, 78% of women use Facebook, compared to 61% of men. This is a significant difference, and it highlights the importance of understanding the nuances of social media usage.

Let's take a look at the social media usage habits of different racial and ethnic groups. For example, 82% of Whites use YouTube, while 88% of Blacks and 89% of Hispanics use the platform. This suggests that different racial and ethnic groups have different social media usage habits.

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Here's a rough breakdown of the average person's social media usage habits:

This table gives us a sense of which social media platforms are most widely used by the average person. However, it's worth noting that social media usage can vary significantly depending on factors such as age, gender, and location.

Pros and Cons

Social media has a profound impact on user behavior and growth. Many teens' use of social media has raised questions about its effect on their physical and mental health.

Social media is also a powerful tool for businesses, with over 200 million small businesses using Facebook for various purposes. This is likely due to its effectiveness and relatively low cost compared to other advertising channels.

According to a 2022 Pew Research Center survey, 80% of teenagers say social media allows them to feel more connected to their peers. This is especially true in emerging economies.

However, social media can also have negative effects, such as spreading disinformation and creating polarization. It's also been linked to bullying, rumor spreading, and unrealistic views of other people's lives.

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One in three people say that social media has had a mostly positive effect on them, while 59% say it has neither a positive nor a negative effect. This suggests that social media is a complex and multifaceted tool that can have different effects on different people.

Social media and search advertising spending made up roughly 55% of overall ad spending globally in 2022. This is a significant portion of the advertising market, and highlights the importance of social media for businesses.

Platform-Specific Data

Facebook is the platform with the most users worldwide, with a projected 4.4 billion users by 2027.

TikTok users spend an average of 23.5 hours per month on the platform, making it the most frequently used app globally.

The United States has the largest LinkedIn user base, with over 210 million users.

Here are the numbers to compare the Facebook user growth over the years:

Facebook

Facebook is one of the most widely used social media platforms in the world. With over 2.7 billion monthly active users, it's no surprise that Facebook is a favorite among people of all ages.

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The number of Facebook users worldwide is expected to reach 3.2 billion by 2027, up from 2.7 billion in 2021. This growth is a testament to the platform's enduring popularity.

Here are some key statistics about Facebook's user demographics:

In terms of daily active users, Facebook had 2.1 billion users in the fourth quarter of 2023, up from 1.8 billion in 2019. This represents a significant increase in engagement and usage over the past few years.

The top countries with the most Facebook users are the United States, India, Indonesia, Brazil, and Mexico. These countries have a combined total of over 1.5 billion Facebook users, accounting for more than 50% of the platform's global user base.

Facebook's reach is also impressive, with the platform having a presence in over 200 countries and territories worldwide.

Instagram

Instagram is a social media platform with a massive user base, and its popularity shows no signs of slowing down. With 29% of users planning to use it more than other social media platforms, it's clear that Instagram remains a top choice for many.

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The platform's user demographics are also worth noting. According to the statistics, the distribution of Instagram users worldwide as of April 2024, by age group, shows that the majority of users fall within the 25-34 age range. This is likely due to the platform's widespread adoption among young adults.

Instagram's user base is also surprisingly diverse, with a distribution of global audiences 2024, by gender, showing that women make up a significant portion of users. In fact, as of January 2024, women account for approximately 51% of Instagram users.

The platform's popularity can also be seen in its most popular posts, which have garnered millions of likes. As of April 2024, the most popular posts on Instagram have received an average of 10 million likes.

If you're an influencer or business looking to leverage Instagram's user base, it's worth noting that the platform's most used hashtags have been consistently popular over time. In fact, the most popular hashtags on Instagram of all time as of January 2024 have been used by millions of users.

Here are the top countries with the highest Instagram audience reach as of April 2024:

  • United States
  • India
  • Indonesia
  • Brazil
  • China

These countries have the largest number of Instagram users, making them ideal for businesses and influencers looking to reach a wide audience.

TikTok

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TikTok is a social media platform that has experienced remarkable growth in recent years. It has doubled its user base since 2020, resulting in a 100% cumulative growth rate.

The platform has become a favorite among users, with the average user spending around 23.5 hours per month on TikTok.

TikTok's popularity can be attributed to its engaging content, which includes short-form videos, live streams, and interactive features. The platform has become a go-to destination for entertainment, creativity, and self-expression.

As of July 2024, TikTok has the largest audience in several countries, including the United States, China, and India. The platform's user base is diverse, with a distribution of 55% males and 45% females.

Here's a breakdown of the top 5 countries with the most TikTok users as of July 2024:

TikTok's user demographics are also worth noting, with the platform's audience skewed towards the younger generation. As of July 2024, the distribution of TikTok users by age and gender is as follows:

  • 16-24 years: 44% males, 56% females
  • 25-34 years: 34% males, 66% females
  • 35-44 years: 26% males, 74% females

These statistics highlight the importance of understanding TikTok's unique user demographics and behavior to effectively reach and engage with the platform's massive user base.

LinkedIn

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LinkedIn is a powerhouse in the world of social media, with a massive user base of over 210 million users in the United States alone.

This makes the United States the global leader in terms of LinkedIn's user reach, which is a staggering number.

The platform's growth is driven by significant career shifts that have occurred over the past two years, and it shows no signs of slowing down.

If you're in the realm of business-to-business (B2B) marketing, now is the perfect time to enhance and elevate your LinkedIn marketing strategies.

You can reach a significant portion of your target audience on LinkedIn, making it a valuable space for B2B marketers.

However, it's worth noting that social media audience overlaps are a thing, and people use multiple platforms each month.

The good news is that you don't need to be on all platforms at the same time to reach the majority of your audience.

In fact, focusing on just one or two of the larger platforms, like LinkedIn, can give you the potential to reach the majority of social media users.

Frequently Asked Questions

What is the #1 most used social media?

Facebook is the world's most popular social media platform, used by 37% of the global population, with 3.06 billion monthly active users. It's the go-to platform for connecting with others worldwide.

What are the interesting facts about social media in 2024?

As of 2024, social media has reached 63.7% of the global population, with over 5.17 billion users worldwide, and is growing at an astonishing rate of 8.9 new users every second. This rapid growth adds 282 million new users annually, with a 5.8% increase in social media adoption over the past year.

Jeannie Larson

Senior Assigning Editor

Jeannie Larson is a seasoned Assigning Editor with a keen eye for compelling content. With a passion for storytelling, she has curated articles on a wide range of topics, from technology to lifestyle. Jeannie's expertise lies in assigning and editing articles that resonate with diverse audiences.

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