120 Social Media Marketing Statistics For 2024

Social media has revolutionized the world, changing not only our daily lives but also the market as we know it. Industries ranging from finance to fitness, health to fashion have all felt its direct impact.

For those looking to enhance their social media marketing strategy or promote their brand on social media, social media marketing statistics serve as an excellent starting point.

In this article, I have compiled the latest social media marketing statistics to help you achieve your social media marketing goals.

Social Media Marketing Statistics: Top Picks (2024)

This introduction sheds light on the latest social media marketing statistics, unveiling trends and insights for effective digital strategies.

1.  There are 4.89 billion social media users in the world as of 2023. The number of users is expected to reach 5.85 billion by 2027. 

2. 300 million people joined social media globally last year (2022).

3. Global social media platform penetration is 59.4% as of Q1 2023. 

4. 48.2% of users use social media to keep in touch with friends and family. 

5. Social Media Ad spending will grow at a CAGR of 4.53% from 2023 to 2027. 

6. 62% of marketers say the social listing is the number of tactic for attracting customers, while 48% say hashtags and 46% say Live Videos. 

7. LinkedIn is the top lead generation network among social media marketers.

8. In the United States, video ads spending increased from $67.16 billion to $78.45 billion from 2022 to 2023. 

9.  62% of marketers’ primary goal when working with influencers is to generate more user engagement, while 42% said it was to drive revenue. 

10. 41% of millennials and Gen Z buy something online from social media every 2 to 3 weeks. 

Social Media Usage Statistics

The number of social media users is on the rise and it seems that the craze for social media is seen across all age groups.

In this section, let’s see all the essential social media usage statistics. 

11. Globally, there are 4.89 billion social media users, which accounts for 60% of the world’s population.

12. Of these, 99% of social media users access social media via smartphones, which accounts for 4.84 billion users. 

13. Within six years, the number of social media users doubled, which accounted for 2.73 billion users in 2017. 

14. More than 61.4% of the world’s population uses social media.

Year	Social Media Users
2017	2.73  billion
2018	3.1 billion
2019	3.51 billion
2020	3.9 billion
2021	4.26 billion
2022	4.59 billion
2023	4.89 billion
2024*	5.17 billion
2025*	5.42 billion
2026*	5.64 billion
2027*	5.85 billion

*Projected

15. With nearly 1 billion users, China boasts the highest number of social media users, while India ranks second with 639.47 million users.

16. The United States has 295.48 million social media users and ranks third on the list!

Top Countries	Social Media Users
China	1004.3 million
India	467.74 million
The United States	246.48 million
Indonesia	167.43 million
Brazil	152.48 million
Russia	106.98 million
Japan	92.95 million
Mexico	94.01 million
Phillippines	84.53 million
Vietnam	70.7 million
Turkey	62.51 million
Bangladesh	44.76 million
The United Kingdom	57.17 million
Germany	70.95 million
Thailand	52.33 million
France	52.12 million
South Korea	47.66 million
Nigeria	31.6 million
Italy	43.9 million
Canada	33.16 million

17. With 1.194 billion users, Eastern Asia has the maximum number of social media users. 

Region	Social Media Users
Asia	2.941 billion
Eastern Asia	1.246 billion
Southern Asia	0.961 billion
Southeast Asia	527.23 million
North America	447.82 million
South America	316.78 million
Central & Western Europe	271.29 million
Eastern Europe	191.31 million
Southern Europe	189.28 million
Western Asia	173.9 million
Northern Africa	166.18 million
Western Africa	105.91 million
Eastern Africa	80.82 million
Southern Africa	49.43 million
Northern Europe	29.68 million
Central America	27.71 million
Central Asia	28.99 million
Central Africa	24.71 million

18. Global social media platform penetration is 59.4% as of January 2023. 

19. With 105.5%, United Arab Emirates has the highest social media platform penetration. 

20. Social media penetration is 72.5% in the United States. 

Country	Social Media Penetration
The United Arab Emirates	105.5%
South Korea	92%
Hong Kong	89.9%
Netherlands	88.1%
Canada	85.7%
Spain	85.6%
Germany	85.1%
Singapore	84.7%
Norway	84.7%
Taiwan	84.5%
The United Kingdom	84.4%
Chile	84.4%
Denmark	83.8%
Switzerland	83.1%
Sweden	82.2%
Austria	82%
New Zealand	81.4%
Australia	81%
Belgium	80.9%
France	80.5%
Ireland	79.8%
Argentina	79.7%
Saudi Arabia	79.3%
Malaysia	78.5%
Portugal	78.5%
Israel	77.5%
Czechia	76.9%
Italy	74.5%
Japan	74.4%
Colombia	74%
Mexico	73.4%
Russia	73.3%
Turkey	73.1%
Thailand	72.8%
The United States	72.5%
Philippines	72.5%
Greece	72.3%
China	72%
Vietnam	71%
Brazil	70.6%
Romania	67.3%
Poland	66.3%
Indonesia	60.4%
Global	59.4%
Morocco	56.6%
South Africa	42.9%
Egypt	41.4%
India	32.8%
Ghana	19.5%
Kenya	19.3%
Nigeria	14.3%

21. Facebook is the most popular social media network in the world. It has 2.958 billion monthly active users.  

Social Media Network	Monthly Active Users
Facebook	3.030 billion
YouTube	2.491 billion
WhatsApp	2 billion
Instagram	2 billion
WeChat	1.327 billion
TikTok	1.218 billion
Facebook Messanger	1.036 billion
Douyin	0.743 billion
Telegram	0.800 billion
Snapchat	0.750 billion
Kuaishou	0.673 billion
Sina Weibo	0.599 billion
QQ	0.571 billion
Twitter (X)	0.666 billion
Pinterest	0.465 billion

22. Social media users aged between 35 to 39 years spend 59.28 minutes on social media apps daily, while 49.12 minutes are spent by 0 to 19-year-olds. 

Age Group	The Average Time Spent On Social Media Apps
0 to 19 years	49.12 minutes
20 to 24 years	49.8 minutes
25 to 29 years	55.58 minutes
30 to 34 years	58.35 minutes
35 to 39 years	59.28 minutes
40 to 44 years	59.85 minutes
45 to 49 years	59.23 minutes
More than 55 years	56.43 minutes

23. With an average of 8.7 apps, India is top in using a maximum number of social media platforms. 

24. Globally, on average, social media users use 7.2 social media apps.

25. On average, 6.6 social media apps are used in the United States. 

• India- 8.4 apps
• Brazil-8.4 apps 
• Indonesia- 8.2 apps
• Philippines- 8.2 apps
• The United Arab Emirates- 7.9 apps
• Saudi Arabia- 7.8 apps
• Mexico- 7.8 apps
• South Africa- 7.7 apps
• Malaysia- 7.6 apps
• Turkey- 7.6 apps
• Colombia- 7.5 apps
• Chile- 7.3 apps
• China- 7.3 apps
• Vietnam- 7.2 apps
• Global- 7.2 apps
• Egypt- 7.1 apps
• Thailand- 7.1 apps
• Singapore- 6.9 apps
• Argentina- 6.8 apps
• Portugal- 6.7 apps
• Greece- 6.7 apps
• Hong Kong- 6.6 apps
• Kenya- 6.6 apps
• Romania- 6.6 apps
• Ireland- 6.6 apps
• The United States- 6.6 apps

26. Internet users spend their ⅓ total online time (an average of 151 minutes) on social media. 

27. 54% of internet users open social media to search for products. 

28. 90% of customers go to social media pages to check reviews before visiting the brand. 

29. 72% of social media users have written reviews at some point for businesses in the United States.

30. 90.4% of millennials use social media, while 77.5% are Gen X, and 48.2% are Baby Boomers use social media. 

31. 88% of Gen Z say YouTube is their favorite social media platform, and 49% say Facebook.

• YouTube- 88%
• Instagram- 76%
• TikTok- 68%
• Snapchat- 67%
• Facebook- 49%

32. 42% of Millennials say Twitter is their favorite social media platform. 

• Facebook- 87%
• YouTube- 86%
• Instagram- 71%
• Snapchat- 52%
• Twitter- 42%

33. 76% of Gen X social media users say Facebook is their favorite platform. 

• Facebook- 76%
• YouTube- 70%
• Instagram- 47%
• LinkedIn- 40%
• Twitter- 39%

34. 40% of Baby Boomers say Pinterest is their favorite social media platform. 

• Facebook- 78% 
• YouTube- 67%
• Pinterest- 40%
• Instagram- 32%
• LinkedIn- 31%

35. 48.2% of users use social media to keep in touch with friends and family. 

• To keep in touch with friends and family- 48.2%
• To fill spare time- 36.8%
• To read news stories- 34.5%
• To find content (E.g., Videos and Articles)- 29.2%
• To see what is being talked about- 27.6%
• To find inspiration for things to do and buy- 25.5%
• To find products to buy- 25.3%
• To watch live stream- 22.8%
• To share and discuss opinions with others- 22.6% 
• To make new content- 22.2%
• To watch and follow sports- 21.9%
• To see content from your favorite brands- 21.5% 
• To work-related networking or research- 21%
• To Find like-minded communities and interest groups- 19.9%
• To follow celebrities and influencers- 19.6%

36. When questions were asked to social media users aged between 16 to 64 years about their favorite social media platform, the result was as follows:

• WhatsApp- 16.6%
• Instagram- 14.7%
• Facebook- 13.7%
• WeChat- 13.6%
• TikTok- 6.1%
• Douyin- 5.9%
• Twitter- 3.5%
• FB Messanger- 2.4% 
• Telegram- 2.2%
• Line- 1.9%
• Kuaishou- 1.7%
• Pinterest- 1.5%
• Snapchat- 1.3%
• QQ- 1.1%
• Imessage- 0.9% 
• Xiaohongshu- 0.9%

Source: Statista, Data Reportal. 

Social Media Advertising Statistics

While social media ads may be perceived as irritating, they have the potential to generate billions of dollars in revenue. That’s why many marketers choose to invest billions of dollars into social media ads.

In this section, we will cover all the important statistics related to social media advertising.

37. Social Media Ad spending will reach more than $207.10 billion by the end of 2023. 

38. Social Media Ad spending will grow at a CAGR of 4.53% from 2023 to 2027. 

39. Expected social media advertising spending will reach $247.30 billion by 2027.

40. In 2022, markets spent $65.32 billion on social media advertising.

41. The United States tops the annual social media ad spending chart, with a staggering $72.33 billion contributed to the global expenditure. 

42. This figure represents 34.92% of the overall social media advertising spend, indicating the significant impact the US has on the industry. 

43. By 2027, mobile will generate $237.30 billion out of the total ad spending.

44. Per user, a $5,852 amount will be expected by 2027. 

45. With 16%, Facebook holds the most social media advertising market.  

46. 54.6% of marketers said social media stories are effective advertising. 

Here is a list of what marketers say about the effectiveness of social media stories in advertisements. 

• Very Effective- 22.6%
• Somewhat Effective- 35%
• Somewhat Ineffective- 5.8%
• Very Ineffective- 1.9%
• Uncertain- 34.6%

47. 62% of marketers say social listing is the number of tactic for attracting customers, while 48% say hashtags and 46% say Live Videos. 

48. 64% of customers bought products after watching social media videos. 

49. 58.8% of marketers say social media is very important for their marketing strategy, while only 2.4% say it is unimportant. 

Here it shows how social media is essential for marketers in their marketing strategy. 

• Very Important- 58.8%
• Somewhat Important- 30.5%
• Unimportant- 2.4%
• Very Unimportant- 0.5%
• Uncertain- 7.8%

50. 89% of B2B and 96% of B2C marketers prefer Facebook for advertising. 

Social Media Channel	B2B Marketers’ Preference	B2C Marketers’ Preference
Facebook	89%	96%
LinkedIn	81%	53%
Instagram	72%	83%

51. Facebook is the second largest digital ad seller after Google in the United States.

52. The average $302.6 is social media advertising spending per internet user in the United States as of 2023. 

Year	Social Media Advertising Spending Per Internet User
2017	$75.9
2018	$103.8
2019	$132.3
2020	$165.3
2021	$208.9
2022	$262.5
2023	$302.6
2024	$331.8
2025	$355.5
2026	$376.4

53. 69% of marketers use social media to increase brand awareness, while 52% use it to increase traffic. 

• Increase brand awareness- 69%
• Increase web traffic- 52%
• Grow their brand’s audience- 46% 
• Promote Content- 44%
• Increase community engagement- 43%
• Drive Sales- 40%
• Connect with their audience- 30% 
• Provide customer service and support- 28% 
• Track and Understand Competitors- 27%

Source: 99Firms.

Social Media Sales Statistics

Social media is an effective channel for boosting sales. Many marketers have been able to meet their sales quotas by utilizing social media.

In this section, we will explore some important statistics regarding social media sales.

54. 71% of sales professionals and 90% of the top salespeople use social selling tools.

55. 31% of B2B marketers say social selling helps build customer relationships. 

56. Almost 10% of social media sellers close at least five deals due to sellers being active on social media. 

57. 33% of internet users are more likely to contact brands via social media than call them. 

58. LinkedIn is the top lead generation network among social media marketers, with 70%. 

Here is a list of top lead generation networks among social media marketers. 

• LinkedIn- 70%
• Facebook- 64%
• Twitter- 43%
• YouTube- 41%
• Instagram- 39%

59. 98% of salespersons complete their sales quotas through social media. 

Source: Truelist. 

Consumer Behavior Statistics

Before creating a social media strategy, it is essential to understand consumer behavior on social media. This knowledge will help you to plan your marketing strategy more effectively.

Let’s take a look at some crucial insights into consumer behavior statistics.

60. 51% of social media users are more likely to share video content with their family and friends over any other content. 

• Videos- 51%
• Social Media Post- 26% 
• Blog Post- 13%
• Product Page- 8%
• Other- 2%

61. 87% of salespersons say video helps them to drive more sales. 

62. In the United States, video ads spending increased from $67.16 billion to $78.45 billion from 2022 to 2023. 

Source: Sprout Social. 

Influencer Marketing Statistics

The use of influencer marketing has become increasingly popular in social media marketing campaigns, providing an effective strategy for boosting sales.

To gain a better understanding of the impact of influencer marketing, let’s review some important statistics.

63. 62% of marketers’ primary goal when working with influencers is to generate more user engagement, while 42% said to drive Revenue. 

• To generate more user engagement- 62%
• To reach a new Audience- 60%
• To strengthen their community on social media platforms- 53%
• To Drive Revenue- 42%
• To Promote the Brand’s Value- 41%
• To reduce content creation burden- 25%
• To change audience perception of our brand- 16%

64. 67% of marketers said they plan to increase their influencer marketing budget in 2023. 

65. 63% of marketers say they want to use AI in their Influencer campaign, while more than 60% said they would use AI to identify influencers. 

Source: Sprout Social. 

Social Media Video Statistics

As TikTok enters the social media market, videos are gaining popularity among users. TikTok is currently one of the most popular platforms for watching videos.

Here are some important insights into social media videos:

66. 49% of customers find the perfect products through a targeted ad video, while 34% find them through a friend’s post. 

• Seeing a targeted ad video- 49%
• Organic post by a brand- 40%
• Researching on Social media- 34% 
• Seeing a friends Post- 34%
• Hearing about it directly via tags, DMs- 22%

67. 70% of live video viewers have bought something through social media. 

68. 41% of millennials and Gen Z buy something online from social media every 2-3 weeks. 

69. 54% of marketers say videos are most valuable for social media goals. 

• Video- 54%
• Images- 53%
• Text-based posts- 30%
• Stories- 26%
• Live Videos- 25%

70. Half of the social media users (50%) prefer video content over any other content. 

Source: Sprout Social. 

Essential Social Media Platform Statistics

There are numerous social media platforms globally. In this section, I have gathered statistics on some of the most popular social media platforms of all time.

This information will provide insight into the audience base of each platform, which can aid in developing a well-informed marketing strategy.

Facebook Statistics

71. Facebook has 2.98 billion active monthly users as of 2023. 

72. 2.03 billion people use Facebook every day. And 68% of users log in every day on Facebook. 

73. The size of the global advertising audience of Facebook is 2.249 billion, which means 75.3% of Facebook’s users are advertising audiences as of 2023. 

74. From 2022 to 2023, 5% of Facebook’s advertising audiences increased. 

75. 90% of marketers use Facebook for marketing. 

76. There are 186.4 million Facebook users in the United States as of 2023. 

77. Facebook’s adult ad reach is 38% worldwide and 69.2% in the United States in 2023.  

Source: Data Reportal. 

Instagram Statistics

78. Instagram has 1.628 billion active monthly users and an advertising audience as of 2023. 

79. In the United States, there are 168.6 million active Instagram users.

80. Instagram’s adult advertising reach rate is 26.6% worldwide and 60.1% in the United States. 

81. Instagram users spend their 30% of total instagram time on reels. 

82. Instagram’s engagement rate (0.60%) is 4X times higher than Facebook’s (0.15%). 

83. 29% of marketers plan to invest in instagram more than any other social media platform in 2023. 

Source: Data Reportal, Sprout Social. 

LinkedIn Statistics

84. LinkedIn has 930 million users as of 2023.

85. From 2022 to 2023, 2.5% of LinkedIn users increased, which accounts for 22 million users. 

86. There are 200 million LinkedIn users in the United States as of 2023. 

87. LinkedIn’s most advertising male audiences (31.3%) and Female audiences (24.5%) are aged between 25 to 34 years in 2023. 

88. LinkedIn’s adult advertising reach rate is 16.4% worldwide, while 75.3% in the United States. 

89. Globally, there are 63 million company profiles on LinkedIn. 

Source: Data Reportal, Sprout Social. 

Pinterest Statistics

90. Pinterest has 463 million monthly active users as of 2023. 

91. Marketers can reach 282.5 million Pinterest users in April 2023. 

92. In the United States, there are 90.1 million active Pinterest users. 

93. Pinterest’s most male advertising audience male  (5.7%) and female advertising audiences (25.2%) are aged between 25 to 34 years. 

94. Pinterest.com is the second most visited website in the United States. 

95. 45% of Pinterest users earn more than $100K annually in the United States, while 21% earn less than $30K. 

Source: Data Reportal, Sprout Social. 

TikTok Statistics

96. TikTok has 884.9 million monthly active users as of 2023. 

97. TikTok advertising reach rate is 15.9% worldwide, while 50.3% in the United States.

98. TikTok users spend 19.6 hours monthly on TikTok worldwide and 25.6 hours in the United States in 2023.  

99. TikTok’s most advertising male (17.9%) and female (25%) audiences are aged between 18 and 24 years. 

100. 78.9% of TikTok users want to see fun and engaging content on TikTok. 

Source: Data Reportal, Sprout Social. 

Twitter Statistics

101. Twitter has 372.9 million monthly active users as of 2023. It ranks 15th in all social media platforms by monthly active users. 

102. The advertising reaches audiences on Twitter decreased by –32.9% from January 2023 to April 2023. 

103. There are 64.9 million Twitter users in the United States as of 2023. 

104. 64.3% of Twitter users are male, and the remaining 35.7% are females. 

105. Globally, Twitter’s reach rate is 5.9% and 22.5% in the United States in 2023. 

106. North America has 71.7 million Twitter users. 

107. 53% of Twitter users use Twitter to get the latest news.  

108. Adults spend an average of 34.8 minutes daily on Twitter in the United States.

Source: Data Reportal, Sprout Social.

YouTube Statistics

109. YouTube has a total of 2.527 billion monthly active users, and it ranks 2nd in all social media platforms by monthly active users as of 2023. 

110. There are 246 million YouTube users in the United States and 279.1 million in North America. 

111. 54.4% of YouTube users are Males, and 45.6% are females. 

112. 522.5 million YouTube users are aged between 25 to 34 years old. 

113. 30 million YouTube users watch YouTube Shorts daily. 

114. The advertising reach rate of YouTube is 36.9% worldwide and 78.3% in the United States as of 2023.

Source: Data Reportal. 

Snapchat Statistics

115. Snapchat has 654.4 million active users worldwide, and it ranks 8th in all social media platforms by monthly active users as of 2023. 

116. 8.18% of the world’s population uses Snapchat. 

117. There are 383 million daily active users on Snapchat as of Q1 of 2023. 

• Q1 of 2021- 280 million
• Q2 of 2021- 293 million
• Q3 of 2021- 306 million
• Q4 of 2021- 319 million
• Q1 of 2022- 332 million
• Q2 of 2022- 347 million
• Q3 of 2022- 363 million
• Q4 of 2022- 375 million
• Q1 of 2023- 383 million

118. There are 108.8 million active Snapchat users in the United States and 120.3 million in North America in 2023. 

119. More than half (50.6%) of Snapchat users are Females, and 48.7% are males. 

120. Snapchat adult advertising reach rate is 9.3% worldwide and 34.5% in the United States. 

Source: Data Reportal. 

Related Read:

• Podcast Statistics
• Voice Search Statistics
• Video Marketing Statistics

Conclusion: Social Media Marketing Statistics (2024)

Social media platforms are no longer just for entertainment; they have evolved into strong business tools for promoting your brand, boosting sales, and increasing revenue.

Each generation has an ideal channel: Gen Zs are more active on YouTube, while Millennials, Gen Xs, and Baby Boomers can be found on Facebook. You find what’s best for you with the help of the above statistics.

This space will be updated everytime we get hold of more interesting figures. Comment below to tell us your thoughts on the rise of social media and its future!

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