presentation social media statistics

Top Social Media Statistics And Trends Of 2024

Updated: May 18, 2023, 2:09pm

Table of Contents

Key social media statistics, social media usage statistics, social media platforms statistics, social media advertising statistics, influencer statistics, social media and mental health statistics, social media trends for 2024, the bottom line.

Recent announcements at Google I/O have propelled social media into an even larger share of the web spotlight. Platforms such as TikTok, Instagram, Facebook and YouTube are poised to become powerful marketing stages for your brand to interact with your audience.

And these major changes in search mean it’s now crucial for marketers and small businesses to understand current social media trends and evolving user behaviors on these platforms. Our carefully curated list of 2024 social media statistics provides a vital snapshot of the current social media landscape.

In 2023, an estimated 4.9 billion people use social media across the world

The number of social media users worldwide has swelled to a record 4.9 billion people globally. What’s more, this number is expected to jump to approximately 5.85 billion users by 2027. [1]

These aren’t users tied to a single platform, either: The average user now spreads their digital footprint across a staggering six to seven platforms every month—highlighting the need for a multi-platform approach to social media marketing.

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The social media app market in 2022 was valued at $49.09 billion

This number isn’t expected to stay stagnant, though, with forecasts predicting a compound annual growth rate (CAGR) of 26.2% from 2023 to 2030. [2] The driving force? The increasing global adoption of 5G technology. Social media platforms will need to continuously evolve to meet the demands of this blistering rate of growth, which means marketers will need to adapt and evolve their strategies to keep up.

The most used social media platform in the world is Facebook, with 2.9 billion monthly active users across the world

Facebook’s reign continues into 2023, but it doesn’t stand alone. YouTube is hot on its heels, clocking in with 2.5 billion monthly active users. [3]

These staggering numbers aren’t just statistics, either. They highlight the expansive influence and potential of social media platforms. The takeaway for marketers? To harness the increasing power of social, marketing strategies will need to leverage these platforms effectively to engage with audiences. Using social media management tools effectively is crucial to capturing this traffic.

Facebook is the most visited social media site in America

The numbers back this up: Facebook commands 53% of all social media site visits in the United States. [3] It’s a supremacy that remains unchallenged to date. Other platforms, despite their individual strengths and popularity, continue to find themselves in Facebook’s shadow across desktop, mobile and tablet devices. This means Facebook remains essential for marketers aiming to capture and engage American audiences.

People in the U.S. have an average of 7.1 social media accounts

Remember how social media users check in on six to seven social media platforms per month? [1] Turns out, on a global perspective, the average individual boasts 8.4 social media accounts. [4] Americans aren’t far behind, with 7.1 accounts—in between the high of 11.5 accounts in India and Japan’s more modest 3.8. These stats illustrate the broad and complex multi-platform landscape facing social media marketers.

The average person spends about 145 minutes on social media every day

Time is a precious commodity. So it’s significant that the average person globally spends a significant portion of their day—about 145 minutes—on social media. Interestingly, Americans fall slightly below this average, clocking in at 2 hours and 7 minutes daily. [4]

To put this into perspective, if the average person maintained this usage over an average life span of 73 years, the end result is an astonishing 5.7 years spent on social media platforms. [7] For marketers, these numbers highlight the reach and potential of an effective social media strategy.

The most engaging type of content on social media is short-form videos

Both brevity and authenticity are winning the day on social media, with short-form videos—typically less than a minute in length—capturing the attention of 66% of consumers. Highly shareable, these bite-sized videos are 2.5 times more engaging than longer videos, and 34% of consumers appreciate the more genuine nature of the shorter form. [5]

The most common way people access social media is a mobile device

It comes as no surprise that the majority of people are tapping into social media through their mobile devices, but the number itself might raise some eyebrows: 99% use a tablet or smartphone to connect to social media, while 78% do so exclusively from their phones. At 1.32%, desktop social media users are dwarfed by their mobile-loving counterparts. [4] It’s clear, then: mobile-focused social media strategies are key. Make sure that when you create a website for your business, you utilize a website builder that can reflexively optimize your site for both desktop and mobile experiences.

The country where people spend the most average hours on social media is Nigeria

Nigeria tops the global charts in social media use, with its citizens averaging more than four hours a day on social networks—far surpassing the global daily average of 2 hours and 27 minutes. [3] Other emerging markets with youthful demographics such as the Philippines and India also show high engagement levels, highlighting the importance of demographic and regional considerations when planning social media campaigns.

52% of internet users use YouTube as least once a month

YouTube’s numbers reflect its expansive reach, with 52% of internet users accessing the video-sharing giant at least once a month. As of 2023, the platform boasts 2.68 billion active users, as well as 80 million YouTube Premium subscribers. It’s also established itself as the second-largest search engine in the world, next to its parent Google. [1]

84% of people aged 18 to 29 use at least one social media site

Social media usage has typically skewed toward the younger demographic, with 84% of those aged 18 to 29 and 81% of people between 30 to 49 actively using at least one social media site. But this active usage trend continues in the older demographics as well, with 73% in the 50 to 64 range and a somewhat surprising 45% of those in the 65-plus group. [7]

The takeaway? This evolution of social media to better mirror the demographics of the broader overall population emphasizes the importance of age-differentiated strategies when planning out social media campaigns.

The average CTR of ads across social media was 1.21% in 2022

Data from 2022 shows that the average click-through rate (CTR) across all social media platforms was 1.21%—a slight dip from the previous year’s CTR of 1.3%. [3] Despite this minor decline, the numbers highlight the continuing need to create compelling social media ad campaigns to maximize engagement and conversion.

77% of businesses use social media to reach customers

Businesses are often among the first to leverage the power of new technology, so it makes sense that, in an increasingly digital business landscape, 77% of small businesses use social media to connect with their customers. In addition to building brand awareness (44%), a significant number of small businesses—41%—also depend on social media as a revenue driver. [8]

90% of users follow at least one brand on social media

Social media’s reach is everywhere these days, as evidenced by the 90% of social media users who are following at least one brand. [9] It’s a powerful illustration of the shift in consumer behavior towards more direct and engaged relationships with brands—and a strong indication of the importance of brands’ strong social media presence to establish and maintain brand loyalty.

76% of social media users have purchased something they saw on social media

While the purchase pathway varies—with 11% buying immediately, 44% deferring online purchases for later and 21% opting to buy in-store—the 76% of users who have bought a product based on a brand’s social media post reflects how social media has changed the face of retail. [10]

Half of Millennials trust influencers’ product recommendations

In a twist of trust worthy of prime-time consideration, 50% of Millennials place their faith in social media influencers’ product recommendations, surpassing their trust in their favorite celebrities, which stands at 38%. [11] The key driver behind this trust? Authenticity: An impressive 88% of Millennials say they value authenticity in the influencers they follow—laying out a clear framework, rooted in relatability and sincerity, for marketers to follow.

3.8 million posts on Instagram had the hashtag “ad” in 2021

Instagram saw an impressive uptick in ad content in 2021, with 3.8 million posts worldwide donning the #ad hashtag—a significant 27% hike from the 3 million reported by the social media platform in the previous year [3] and a clear sign of its evolution as a key player in the digital advertising world.

Influencer spending hit $4.14 billion in 2022

Influencer marketing took a quantum leap in 2022, as expenditure in this realm skyrocketed to $4.14 billion. [3] It’s an impressive number, marking an increase of around a billion dollars from the previous year’s numbers. With this kind of trajectory, the future looks bright for influencer marketing.

The minimum average cost of a sponsored YouTube video with 1 million views is $2,500

On the YouTube sponsorship landscape, 2022 saw an average minimum price tag of $2,500 for videos garnering over a million views. Videos that racked up between 500,000 to a million views came in at a more modest $1,105—and a more hefty average maximum price of $16,234. [3]

The minimum average cost of an Instagram post with 1 million followers is $1,200

Influencers on Instagram with over a million followers saw their star power translate into posts that fetched an average minimum price of $1,200 in 2021. Macro-influencers (with followers ranging from 100,000 to a million), meanwhile, settled for a lower average minimum cost of $185 per post, with potential to escalate to an average maximum cost of $2,500. [3]

The minimum average cost of a Tik Tok post with 1 million followers is $1,034

TikTok mega-influencers, with a fan base of over a million followers, commanded an average minimum price of $1,034 per video. Macro-influencers on the platform, with followings of between 100,000 to a million, saw a lower average minimum of $151 per post, with the possibility of netting an average maximum of $793. [3]

39% of social media users report that they are addicted to social media

A whopping 39% of U.S. online users admit to feeling the addictive pull of the digital rabbit hole that is social media, with 9% of these users agreeing completely with the statement “I am addicted to social media.” [3] It appears a sizable proportion of users find the dopamine-fueled allure of social media difficult to resist.

Research shows that there is a correlation between social media use and depression for adolescents

Amid the buzz of likes, shares, and retweets and reposts, research points to a troubling link between adolescent depression and social media use. [12] There is, however, a silver lining: Researchers have also found that social media can foster diverse friendships and provide easily accessible support. [12]

There’s even the potential for social media to serve as a crucial tool in the early detection of depressive signs. [12] Overall, there’s a definite need for a nuanced understanding of the complex relationship between social media and adolescent mental health and the development of targeted interventions.

67% of adolescents report feeling worse about their own lives as a result of their social media use

Social media is a complex web for today’s teens: While 67% feel a dip in self-esteem as they compare their lives with the filtered “realities” they see on social media, 73% report finding solace and support on these platforms during tough times. [13] It’s a delicate balance that reflects the multifaceted impact of social media on young lives.

Adolescents who spend more than three hours a day on social have an increased risk of mental health struggles

For many teens, social media can be a slippery slope leading to mental health issues. Research has found that teens who spend over three hours daily on social media platforms are more likely to internalize problems—suggesting that excessive social media use could be silently contributing to adolescent mental health struggles. [14]

Potential solutions? Limiting social media time, increasing media literacy and redesigning platforms might be keys to healthier digital interactions to counter this troubling trend.

As of April 2023, the fastest-growing social media platform is BeReal

BeReal has been lighting up the social media stage, with a 313% surge in user interest reflecting a rapid climb from 0.7% to 2.8% usage. Here’s the real headline: BeReal’s 1,200% increase in Gen Z usage. [15] Whether its commitment to authentic, unfiltered content will prevail against the threat of imitation and potential obscurity is still to be seen.

81% report that social media increases accountability for businesses

Today’s brands are held to a higher standard than friends, family and even politicians, with a staggering 81% of individuals believing social media has raised the bar for business accountability. [5] While navigating this more complex landscape will be challenging for businesses, it also offers opportunities for those businesses that can adopt transparent and authentic social strategies to foster strong brand-consumer bonds.

The social media advertising market is expected to reach $207 billion in 2023

Ready, set, launch: The social media advertising market is set to soar to an astounding $207.10 billion in 2023, with an impressive 4.53% annual growth rate projected to take the market even higher, to $247.30 billion by 2027. [3] It’s a bright-looking future that offers plenty of untapped opportunities for brands and marketers alike.

Social media is about more than just apps and platforms: It’s a digital environment that’s clearly reshaping the world of marketing. Platforms such as TikTok, Instagram, Facebook and YouTube are the arenas where your brand can truly connect, engage and grow with your audience. With our 2024 social media statistics as a road map, embrace the evolution of social media and watch your brand story unfold in captivating ways.

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Belle Wong is a freelance writer specializing in small business, personal finance, banking, and tech/SAAS. She spends her spare moments testing out the latest productivity apps and plotting her latest novel. Connect with Belle on LinkedIn or Twitter.

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The Ultimate Social Media Report Template 2022 (PPTX and Google Slides)

Social Strategy

Social media reporting is a nightmare. It takes countless hours to gather all the data, interpret it and make sense of all the metrics in order to extract the insights and inform future strategy.

The social media report template you’re using from 2 years ago probably won’t cut it either because social media evolves at a break-neck pace with metrics being deprecated or replaced, new channels emerging, new media formats launching and user behavior evolving in realtime.

That’s why we’ve created this 2022 Social Media Report Template containing all the vital metrics and measurements for Facebook, Instagram, YouTube, Twitter and LinkedIn. Best of all, it’s in PowerPoint PPTX format so you can edit it, remix it and make it yours!

Browse the full social media report template on Slideshare:

Step 1: Download the 2022 Social Media Report Template

This Social Media Report Template is based on a monthly calendar format. The majority of social media marketers report to their client or management on a monthly calendar basis.

Once you’ve downloaded the template, we’ll step through each part of the report to show you how to build it and importantly how to explain each section to your boss or client. We’ve also got a great article specifically about delivering social media analytics reports  too.

Save the PowerPoint template to your desktop and each time you create a new social media report, remember to select “Save As” so you retain a blank version of the template.

Or if you prefer the Google Slides version of the social media report template just hit the button below to save it to your Google Drive:

Step 2: Connect your Social Media Pages and Profiles

Login to Social Status and click Profile Analytics .

Wait, you don’t have a Social Status account?! No problem. It only takes a few seconds to sign up .

Once you’re in, simply connect your Facebook Pages, Instagram Business Profiles, Twitter Profiles, YouTube Channels or LinkedIn Company Pages. We’ll then fetch all your posts back in time and in a few moments you’ll be ready to start building your  social media report .

Step 3: Fill out the Social Media Report Template

Let’s run through each section of the report template and explain how its put together.

Multi-channel Executive Summary

This is arguably the most important slide in your report:

Depending on your client or boss, this may be the only slide they end up reading. In fact, in some organizations, they only share a single-page report with stakeholders. We need to remember that not everyone in the organization will be as interested in the full report as you or those in the social media team. There’s nothing wrong with this, it’s just a matter of presenting a report which meets the content expectations of the recipients. Some stakeholders will love a 20-page monthly report, others will think its way too much and some might even think its not enough. Make sure to gauge their report expectations up-front and then modify the report template accordingly.

The multi-channel summary contains a table which aggregates key performance metrics for Facebook, Instagram, Twitter, YouTube and LinkedIn into an overall tally in the “TOTAL” row. Think of this table as representing the typical marketing funnel but turned on its side with the top of the funnel towards the left and the bottom of the funnel towards the right.

Of all the possible social media metrics , only certain metrics can be summed:

• Posts by Profile
• Total Impressions
• Community Size (fans, followers, subscribers)
• Total Engagements
• Total Video Views
• Total Link Clicks

This is because these metrics are relatively similar (not identical) across these 5 social media channels. Keep in mind Total Link Clicks is not available on Instagram and YouTube.

The multi-channel summary also includes 4 rate metrics:

• Organic Reach Rate (ORR)
• Engagement Rate (ER)
• Video View Rate (VVR)
• Click Through Rate (CTR)

These rate metrics are averaged in the “TOTAL” row to provide an overall indicator of performance at each part of the marketing funnel (impressions at the top, engagements in the middle and link clicks at the bottom). If there was no activity for a particular metric, the related rate metric should appear as “N/A” instead of 0.00%, because zero implies there was underlying activity but extremely low performance.

At the bottom of this slide, are links to full metric explanations for each social media channel which go in-depth on what each social metric means, how its calculated, what the limitations are and how to explain them to your client or boss:

• Facebook Metrics Guide
• Instagram Metrics Guide
• Twitter Metrics Guide
• YouTube Metrics Guide
• LinkedIn Metrics Guide

Profile Analytics: Facebook Summary

The next section in the social media report template provides an overview of performance for your Facebook Page in 1 slide:

The green, grey or red boxes showing +/- or N/A indicate the percentage change for that metric compared to the previous month. If we look at “Posts by Page” we can see 7 posts were published which represents an increase of 5, meaning that the previous month only had 2 published posts.

Its important to remember that while Profile Analytics includes all organic + paid performance on published posts it does not include performance on unpublished posts (also annoyingly referred to in 4 different ways including dark posts, off-page posts, blind posts, ghost posts). Unpublished posts are ads which deliver straight to News Feed and bypass the Page. To see performance on these unpublished posts, you will need to refer to the Ads Analytics section of the report.

Top 5 Highest Performing Posts by Engagement Rate

The social media report template shows the actual posts in a very visual way sorted by highest Engagement Rate. Social Status represents posts as close to how they appear natively on the channel. You can also see all the available post metrics at the bottom of each post.

The orange bar indicates visually what percentage of reach was organic vs paid. These 5 posts had no paid reach so the bar is shown in a light orange color. Any paid reach is denoted in a dark orange color.

In this view, “Engagements” relates to Facebook’s roll-up metric which consists of 8 separate metrics as seen in the previous Facebook Summary slide, while “Interactions” relates only to Reactions + Comments + Shares.

Facebook Reach & Impressions

The next slide breaks down Reach & Impressions metrics on the left. In the middle, the post with the highest Reach for the month is highlighted and on the right, the monthly Impressions and ORR are compared historically to the previous 2 months:

Post Impressions are further broken down into organic impressions and paid impressions. Note that there is no “total reach” metric. Facebook unfortunately does not provide this metric and you cannot sum all the reach in each post otherwise you would end up double-counting people since reach is a unique metric. For more details on this, check our Facebook Metrics guide .

Facebook Page Growth

Some stakeholders care about page growth (fan growth), others couldn’t care less. Nevertheless, if you need to report on growth, we’ve got you covered. Social Status breaks down Page Likes by country and city and shows the net change in each country and city during the month:

The next slide shows the Total Page Likes by day in the left chart and also breaks down total Page Likes by gender and age groups. In the bottom right chart, this shows the net change in each gender and age group during the month. This can be interesting to see which demographics were gained and lost. This monthly movement in demographic groups is not available in Facebook Insights itself and is unique to Social Status!

Facebook Engagement

The Engagements slide follows a similar format to the Reach & Impressions slide with key metrics on the left, highest performing post by Engagements and historical month-on-month performance on the right:

Not all “Engagements” are created equal. Engagements are a roll-up metric meaning they are a sum of many metrics.

On Facebook, Engagements equals the sum of 8 metrics in total:

• Photo Views
• 3-sec Video Views
• Clicks to Play
• Link Clicks
• Other Clicks

Engagements is a tricky metric to benchmark cross-channel because each channel has a different number of possible metrics. So theoretically you aren’t “comparing apples with apples” when you benchmark, for example, Facebook Engagements vs Instagram Engagements.

For this reason, many marketers only benchmark the public interactions which for Facebook are Reactions, Comments and Shares. In the above example, the Engagement Rate (ER) on public engagements (6.52%) is vastly different to the ER on all engagements (44.58%). For more details on this, check our  Facebook Metrics guide .

Facebook Video Views

The next slide in the social media report template expands on all the video metrics:

3-second Video Views are the default video view metric on Facebook however Facebook also provides several other video view metrics which tell a much better story of true engagement on videos:

• 10-second Video Views
• 30-second Video Views
• Video Views up to 95% of the total length of the video

Facebook Link Clicks

The last slide in the Facebook Profile Analytics section covers link click performance:

Like Engagements, not all “Clicks” are created equal. On Facebook there are 3 types of clicks:

• Link Clicks: a click or tap on a URL in the post text or on a post call-to-action button
• Clicks to Play: a click or tap on a video play button
• Other Clicks: any other type of click or tap on a post including the “more” hyperlink to expand the post text, clicks on the profile picture, page name or post date

Facebook Ad Campaigns Summary

The next section of the social media report template covers Facebook Ad campaign performance. To complete this section, open Ads Analytics in Social Status and connect your Facebook Ad Account:

Once you connect your Facebook Ad Accounts you can retrieve ad performance for all 14 different Facebook Ad objectives. In the example above, we ran a Link Click objective and spent $100 in total promoting 1 campaign which reached 11,184 people in total.

Competitor Analysis Multi-channel Summary

The last section of the social media report template covers multi-channel competitor analysis. To complete this section, open  Competitor Analytics  in Social Status and connect any competitor Facebook Pages, Instagram Business Profiles, YouTube Channels or Twitter Profiles:

Keep in mind, because Competitor Analytics uses public data only, you are limited to reporting on public Interactions (Reactions, Comments, Shares). The Engagement Rate (ER) will also be divided by Page Likes  (or Followers) instead of Reach, since Reach is a private metric only available to Page or Profile Admins.

Facebook Competitor Analysis

The next slide breaks down performance specifically for Facebook and highlights top-performing posts by highest ER:

Instagram Competitor Analysis

The next slide breaks down performance specifically for Instagram and highlights top-performing posts by highest ER:

YouTube Competitor Analysis

The next slide breaks down performance specifically for YouTube and highlights top-performing videos by highest ER:

Save time and automate your monthly social media reports

While a social media report template is useful, its still very time consuming filling it in, screenshotting from Social Status and doing it all over again each month. With Social Status, you can create PDF, PowerPoint and Google Slides templates with a single click of a button. Upgrade to one of our paid plans, starting at just $29 per month to generate social media reports automatically. There are no lock-in contracts or minimum terms, you can upgrade and downgrade your account any time too.

Create your free account .

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Global social media statistics research summary May 2024

Our compilation of the latest social media statistics of consumer adoption and usage of social networking platforms

Social networks have transformed marketing and, as this post shows, their popularity is still growing in our latest global social media statistics research summary for 2024.

Networks vary in popularity with different demographics and they're still evolving. Research by Global WebIndex that we reference in this article shows that globally,

62.3% of the world's population uses social media. The average daily usage is 2 hours and 23 minutes (April 2024).

We'll keep this post updated during 2024 as the latest statistics are published drawing on our recommended top 10 digital marketing statistics sources . We'll be pointing to new data on the popularity of social media from Global Web Index (worldwide), Pew Internet Surveys (US) and OfCom (UK), and, most recently, the Datareportal January 2024 global overview , with the January review expected in the next few weeks.

This post will apply the latest reports to our answers in 7 key areas crucial to understanding consumer use of social networks:

Q1. What is the overall popularity of social media compared to internet use globally?

Q2. which are the most popular social networks by demographics (age and gender).

• Q3. Which are the fastest-growing social networks?

Q4. How do social users interact with brands when selecting products and services?

• Q5. What are the different engagement metrics based on consumer behavior when using social media?

Q6. How do consumers interact with different post formats in social media?

Q7. what are the most popular times for consumers to use social media suggesting the best times to post.

Now more than ever, marketers need to make smart decisions when planning their digital distribution channels. So reviewing the latest social media diffusion and usage stats is a crucial part of any company's digital marketing strategy.

Datareportal regularly updates its global compendium of social media statistics, which we recommend as it gives some great insights into the world of social media. It's a great download for including slides for your presentations. Note that their data is compiled from other sources of which the Global Web Index panel is the best source, although only available to paid subscribers. If you're researching social network adoption, it's worth checking out GWI's top 10 2024 social media statistics and their free annual report of social media trends.

How many people use social media?

According to the Datareportal April global overview , we can see that social media growth has continued to increase:

• More than half of the world  now uses social media (62.6%)
• 5.07 billion people around the world now use social media, 259 million new users have come online within the last year.
• The average daily time spent using social media is 2h 20m.

The full report from Datareportal contains insights collated from different data providers across 200+ slides. It provides country-specific data for the vast majority of the world, so you might want to check out the slides of the countries in your core markets to get a better idea of the current state of social in the areas you operate. In this post, we focus on the social media data which starts at slide 205 in the report.

This chart, by Datareportal , summarises the importance and growth of social media today.

Although the average daily time spent on social has slightly decreased (4 minutes), the growth of adoption remains high. Currently, 93.3% of internet users are using social media, and the gender split is fairly balanced, with slightly more male identities than female identities.

The best source for getting stats on the biggest social media platforms is direct from company statements and earning announcements.

Notably, of the top 4 social media platforms, 3 are owned by Meta. Facebook is the most-used platform in total - but as marketers, we know it's crucial to consider different trends of usage for different demographics, as we'll see below.

So, what does this mean for your social media marketing strategy?

Clearly, there are lots of opportunities to reach, interact with, convert, and engage social media users. Savvy marketers use social media across their marketing funnel, to influence journeys from product discovery, through to first purchases, loyalty, and advocacy.

Our RACE Framework has a data-driven structure that marketers can use to plan their own strategies.

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Popularity of social networks and instant messengers in the UK for different demographics

This recent data from Comscore focused on the UK for Gen Z, Milennial and Gen X groups shows the wide variation in usage of social apps in the UK. In the younger age group Reddit and Discord are surprisingly important, in part because of Gaming. Facebook remains dominant in older age groups.

United States Social network popularity

The Pew Research Center news usage research is a very strong recent source showing US social media statistics trends in usage for news. In 2023, half of Americans at least sometimes get news from social media, and three-in-ten say the same of podcasts.

More interestingly, the stats breakdown below shows social media is a preferred news source for over 10% of US adults, and this has been reported consistently since 2020.

Q3. Which are the fast-growing social networks?

Every marketer has limited time for social media marketing, so which fastest-growing social network should you focus your efforts on?

HubSpot has a good summary of these based on its own consumer survey - see Fastest growing US social platforms 2023 which features less well known, but growing social networks such as BeReal and Twitch.

A summary of global social media growth

The number of social media users globally grew from 4.72 billion in January 2023 to 5.04 billion in January 2024. This accounts for a 8% growth of +320 million users YOY. With more growth predicted over the rest of the year...

Social media vs internet users: opportunities for growth

94.2% of internet users have social media identities today.

Social media platforms today are evolving and developing to meet an ever-wider variety of consumer wants and needs. Surely the value that social media usage can add to consumers' lives is more evident than ever before - social media marketers can tap into that.

2024 analysis of regional use of social media shows the wide variation of social media penetration:

•  75% in Eastern Asia
• 71% in North America
• 68% in Southern America
• 79-80% in both Northern and Western Europe.
• This falls to 16% in Western Africa, and 10% in Middle and Eastern Africa.

As you can see, the makeup of our international social media users is varied. This useful infographic demonstrates the share of global social media users - with Eastern Asia representing 30.1% of global social media users.

One of the challenges of social media marketing is that by its nature, social media are peer-to-peer, involving conversations between friends, families and colleagues. Given this, brands must be sensitive to how they use social media.

Insight from GWI shows the important role that social media plays in influencing brand discovery and in encouraging purchase. This insight shows the relative importance of ads, recommendations and updates to business social media pages in brand discovery.

The research from GlobalWebIndex also shows how/why visitors use different social media services. Instagram, Pinterest, Linkedin, Reddit and Twitter users all report 'follow/find information about products/brands' in their top 3 motivations.

Platform-specific social media marketing planning

Our new Organic Social Media Learning Path modules are dedicated to helping marketers optimize their organic Instagram marketing with a strategic approach, integrated across the marketing funnel.

Our bite-sized modules contain tools and templates designed to help you address the systematic issue of businesses using social media platforms to create standalone posts rather than planning a strategy.

Our Social Media Learning Path has modules with dedicated help for:

• LinkedIn organic marketing
• Instagram organic marketing
• Facebook organic marketing
• Tiktok organic marketing

This example plan, taken from our Facebook module, demonstrates how a joined-up approach can strengthen each stage of the funnel, across the RACE Framework of reach, act, convert, and engage.

Optimize your organic Instagram marketing

Part of the Social media marketing Toolkit

Discover the latest tips and tactics to reach, engage and convert your customers through organic Instagram marketing

Q5. What are the best benchmarks for different platforms' engagement rates?

Social media statistics benchmarking tool Rival IQ produces these useful sector-by-sector benchmarks of social media engagement metrics including:

• Posts per day
• Posts per week
• Engagement rate
• Top hashtags by engagement rate

These include useful sector benchmarks for Facebook, Instagram, and Twitter you can compare against. Here is a sample of the insights from their 2022 report.

Facebook engagement rates

The 2021 median average engagement rate per post (by follower) on Facebook is 0.064%, across all industries. Sports Teams see the highest engagement, achieving an average of 0.27%, followed by Influencers with 0.23% and Higher Education with 0.15%.

At the lower end of the spectrum, Health & Beauty, and Tech & Software receive an average 0.02% engagement rate.

Instagram engagement rates

Engagement rates are significantly higher on Instagram compared to Facebook. As you can see the 2021 average median engagement rate per post (by follower) is more than 10x higher, despite engagement on Instagram dropping approx 30% between 2020-21 .

Marketers know intuitively that the right type of visuals and videos are more effective in gaining engagement.

This is supported by observed interaction rates. According to LinkedIn, Images typically result in a 2x higher comment rate and Video gets 5x more engagement on LinkedIn, Live Video gets 24x more.

This is also supported by this data from this Social Bakers social media trends report:

Videos longer than a minute achieved the highest median interactions and median reach on Facebook, according to Socialbakers data.

In fact, for both reach and interactions, there was a correlation that showed the longer a video was, the further it reached and the more interactions it received.

As you can see, different platforms offer different opportunities for capturing different audiences. The trick is finding the right techniques to that to your channel goals.

If you're looking for one simple reference guide which contains all the social media channel updates in an easy-to-track format, look no further than our digital media updates tracker , which is updated quarterly, to make sure our Business Members never miss a trick.

Testing different frequencies of updates and timing is another aspect of social media optimization based on consumer behaviour.

Each network tends to have a ‘sweet spot’ for frequency based on its algorithms. It used to be beneficial to post several times a day on Facebook for many brands, but with decreased organic reach, a single update tends to be more effective. We find a higher frequency on LinkedIn or Twitter tends to be more effective.

Sprout Social's 2022 social media strategy builder compares the best times to post on social media . Compare these to your patterns of posting and consider how you could post differently.

Each network tends to have a ‘sweet spot’ for frequency based on their algorithm and the most common times for consumer usage. It used to be beneficial to post several times a day on Facebook for many brands, but with decreased organic reach, a single update tends to be more effective.

We find a higher frequency on LinkedIn or Twitter tends to be more effective. The results from Instagram and Facebook show a clear preference for around midweek at midday, so you should consider this when scheduling your post updates.

Structure your marketing plan around a funnel proven to boost performance. Join Smart Insights as a Free Member for instant access to our free digital marketing plan template to hone your skills and drive the results you need.

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here . Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice . In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary . Please connect on LinkedIn to receive updates or ask me a question .

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Global social network penetration 2019-2028

Social network penetration worldwide from 2019 to 2028

Social media revenue of selected companies 2023

Revenue of selected social media companies from 2014 to 2023 (in million U.S. dollars)

Number of social network users in selected countries in 2023 and 2029 (in millions)

Global social network penetration rate as of April 2024, by region

Number of worldwide social media users 2023, by region

Number of social network users worldwide as of January 2023, by region (in millions)

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Most used social networks 2024, by number of users

Most popular social networks worldwide as of April 2024, by number of monthly active users (in millions)

Gender distribution of social media audiences worldwide 2024, by platform

Gender distribution of social media audiences worldwide as of April 2024, by platform

Global year-on-year social media audience growth 2024

Year-on-year audience growth of selected social media platforms worldwide as of January 2024

Most valuable media & entertainment brands worldwide 2024

Leading media and entertainment brands worldwide in 2024, by brand value (in billion U.S. dollars)

Net worth of the richest social media entrepreneurs 2024

Leading social media billionaires as of April 2024, by net worth (in billion U.S. dollars)

Leading iPhone social media apps worldwide 2023, by downloads

Leading iPhone social networking apps worldwide in June 2023, by number of downloads (in millions)

Leading Android apps worldwide 2023, by downloads

Leading Android apps in the Google Play Store worldwide in June 2023, by number of downloads (in millions)

• Basic Statistic Average daily time spent on social media worldwide 2012-2024
• Premium Statistic Leading social media usage reasons worldwide 2023
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Daily time spent on social networking by internet users worldwide from 2012 to 2024 (in minutes)

Leading social media usage reasons worldwide 2023

Most popular reasons for internet users worldwide to use social media as of 4th quarter 2023

Media usage in an online minute 2023

Media usage in an internet minute as of December 2023

Social media as a news outlet worldwide 2024

Share of adults who use social media as a source of news in selected countries worldwide as of February 2024

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• Basic Statistic Countries with the most Facebook users 2024
• Basic Statistic Facebook: countries with the highest Facebook reach 2024
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• Basic Statistic Facebook: number of daily active users worldwide 2011-2023
• Premium Statistic Facebook user engagement of leading U.S. and UK publishers 2023

Facebook users worldwide 2017-2027

Number of Facebook users worldwide from 2017 to 2027 (in millions)

Countries with the most Facebook users 2024

Leading countries based on Facebook audience size as of April 2024 (in millions)

Facebook: countries with the highest Facebook reach 2024

Countries with the highest Facebook audience reach as of April 2024

Facebook: distribution of global audiences 2024, by age and gender

Distribution of Facebook users worldwide as of April 2024, by age and gender

Facebook: number of daily active users worldwide 2011-2023

Number of daily active Facebook users worldwide as of 4th quarter 2023 (in millions)

Facebook user engagement of leading U.S. and UK publishers 2023

Leading publishers on Facebook from the United States and the United Kingdom (UK) as of January 2023, by total number of interactions (in millions)

• Premium Statistic Instagram: countries with the highest audience reach 2024
• Basic Statistic Instagram: distribution of global audiences 2024, by age group
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• Basic Statistic Instagram accounts with the most followers worldwide 2024
• Basic Statistic Instagram: favorite types of posts for global users 2023
• Basic Statistic Instagram: most popular posts as of 2024
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Instagram: countries with the highest audience reach 2024

Countries and territories with the highest Instagram audience reach as of April 2024

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Distribution of Instagram users worldwide as of April 2024, by age group

Instagram: distribution of global audiences 2024, by gender

Distribution of Instagram users worldwide as of January 2024, by gender

Instagram: distribution of global audiences 2024, by age and gender

Distribution of Instagram users worldwide as of April 2024, by age and gender

Instagram accounts with the most followers worldwide 2024

Instagram accounts with the most followers worldwide as of April 2024 (in millions)

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Preferred types of content on Instagram according to users worldwide as of April 2023

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• Premium Statistic Countries with the most TikTok users 2024
• Basic Statistic TikTok penetration in selected countries and territories 2024
• Basic Statistic TikTok global quarterly downloads 2018-2023
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• Basic Statistic Most liked TikTok videos of all time 2023
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Countries with the most TikTok users 2024

Countries with the largest TikTok audience as of July 2024 (in millions)

TikTok penetration in selected countries and territories 2024

TikTok penetration in selected countries and territories as of July 2024

TikTok global quarterly downloads 2018-2023

Number of TikTok downloads from 1st quarter 2018 to 4th quarter 2023 (in millions)

Global TikTok downloads 2023, by country

Number of TikTok downloads worldwide in June 2023, by country (in millions)

TikTok: distribution of global audiences 2024, by gender

Distribution of TikTok users worldwide as of July 2024, by gender

TikTok: distribution of global audiences 2024, by age and gender

Distribution of TikTok users worldwide as of July 2024, by age and gender

Most popular TikTok users worldwide 2024

Most-followed creators on TikTok worldwide as of July 2024 (in millions)

Most liked TikTok videos of all time 2023

Most popular TikTok videos based on total global likes as of March 2023 (in billions)

TikTok leading hashtags worldwide 2024, by post views

Most-used hashtags on TikTok worldwide as of January 2024, by post views (in billions)

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• Basic Statistic Global Facebook user data requests from federal agencies H1 2013- H1 2023
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• Basic Statistic U.S. Facebook data requests from government agencies 2013-2023
• Basic Statistic Snapchat: user data requests by U.S. federal authorities 2014-2023
• Basic Statistic TikTok: account removed 2020-2024, by reason

Global Facebook user data requests from federal agencies H1 2013- H1 2023

Number of user data requests issued to Facebook by federal agencies and governments worldwide as of 1st half 2023

Facebook user data requests from federal agencies & governments H1 2023, by country

Number of user data requests issued to Facebook by federal agencies and governments during 1st half 2023, by country

U.S. Facebook data requests from government agencies 2013-2023

Number of user data requests issued to Facebook by federal and government agencies in the United States as of 2nd half 2023

Snapchat: user data requests by U.S. federal authorities 2014-2023

Number of user data requests made to Snapchat from U.S. federal agencies and courts from 2nd half 2014 to 2nd half 2023

TikTok: account removed 2020-2024, by reason

Number of TikTok accounts removed from the platform from 3rd quarter 2020 to 1st quarter 2024, by reason

Social media subscriptions

• Basic Statistic Global social media subscriptions comparison 2023
• Basic Statistic Snapchat: global subscription users 2023-2024
• Premium Statistic X/Twitter Premium subscriber count 2023
• Basic Statistic Reddit: global paid subscription revenues 2018-2026

Global social media subscriptions comparison 2023

Comparison of selected social media subscription services worldwide as of July 2023

Snapchat: global subscription users 2023-2024

Number of Snapchat Plus (Snapchat+) subscribers worldwide from third quarter 2023 to 2nd quarter 2024 (in millions)

X/Twitter Premium subscriber count 2023

Number of X (formerly Twitter) Premium subscribers as of April 2023 (in 1,000s)

Reddit: global paid subscription revenues 2018-2026

Reddit premium annual subscription revenues worldwide from 2018 to 2026 (in million U.S. dollars)

Social media marketing and advertising

• Premium Statistic Largest social media advertising markets worldwide 2023
• Premium Statistic Social network ad spending per user worldwide 2017-2027
• Premium Statistic Social media platforms used by marketers worldwide 2023
• Premium Statistic Benefits of social media marketing worldwide 2023
• Premium Statistic Future use of social media among marketers worldwide 2023, by platform
• Premium Statistic Social media platforms with highest ROI worldwide 2023
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Largest social media advertising markets worldwide 2023

Leading markets worldwide in 2023, by social media advertising spending (in million U.S. dollars)

Social network ad spending per user worldwide 2017-2027

Social media advertising spending per internet user worldwide from 2017 to 2027 (in U.S. dollars)

Leading social media platforms used by marketers worldwide as of January 2023

Benefits of social media marketing worldwide 2023

Leading benefits of using social media for marketing purposes worldwide as of January 2023

Future use of social media among marketers worldwide 2023, by platform

Planned changes in use of selected social media for marketing purposes worldwide as of January 2023

Social media platforms with highest ROI worldwide 2023

Social media platforms with the largest return on investment (ROI) according to marketers worldwide as of September 2023

Social media platforms with highest ROI for B2B marketers worldwide 2023

Social media platforms with the largest return on investment (ROI) according to B2B marketers worldwide as of May 2023

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Top 10 Statistics Slide Templates with Samples and Examples

Have you ever heard the saying 'a picture is worth a thousand words'? Well, that old adage couldn't be more accurate when it comes to data presentations. With attention spans being shorter than ever before and short attention spans remaining relevant today, the need for compelling and informative statistics has never been greater. When you incorporate statistics, it has the power to convince, inform, and engage your audience, which is undeniable - but how they are presented is key. Thus, it requires careful thought when presented correctly.

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Ready for a journey of knowledge? Start with our blog on top data and statistics templates for best analysis.

Keep reading the blog to learn more to demonstrate why our templates make data presentations come alive!

Authoritative Statistics Slide Templates You Need to Lookout

Template 1 : social media key statistics powerpoint presentation slides.

This PPT Slide supports your social media marketing initiatives with access to many insightful statistics that can bolster marketing campaigns. This presentation is your go-to resource for communicating key statistics regarding your social media marketing strategies. It helps illustrate different marketing mediums - print ads, online advertising, telemarketing, and referrals - and outlines management details for campaigns like customer acquisition strategies or retention efforts.

This versatile PowerPoint presentation can be invaluable to marketing professionals, business leaders, and anyone involved with social media management, from experienced marketers looking to present campaign results to business owners looking for ways to optimize social media marketing for business growth.

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Template 2 : Website Statistics PowerPoint Template Bundles

This PPT Slide equips you with all the tools and insights required to engage target audiences. It serves multiple functions in digital marketing efforts: setting benchmarks for website statistics ; comparing data to industry standards, illustrating your marketing strategy visually via a dashboard, outlining improvement strategies, and providing performance metrics. Use this bundle to highlight the tools and technologies you rely on, complete with user reviews or ratings to establish credibility. With weekly reports, four-week roadmaps, landing page performance assessments, and improvement checklists built into it all, stay on top of your digital marketing game! This resource is invaluable to digital marketers, business owners, project managers, and anyone involved with website management and online marketing.

Template 3 : Diversity Management to Create Positive Statistics of Existing Workplace Diversity 

This PPT Slide serves as a visual representation of workplace diversity statistics, providing a clear view of gender representation both overall and by department, ethnic diversity in leadership roles and promotion rates, as well as any trends regarding ethnic diversity within leadership roles and promotion rates. This slide serves an integral role in communicating the progress and status of diversity management within your organization by providing clear visual displays that highlight statistics, achievements, and potential areas for improvement, making it a useful asset for HR professionals, diversity & inclusion advocates, executives as well as anyone tasked with reporting or managing diversity initiatives.

This slide can be utilized by organizations of any size and industry who strive to foster an inclusive workplace, especially HR departments, diversity and inclusion teams, managers, and leaders seeking to demonstrate the positive results of their diversity management efforts.

Template 4 : Global Design and Architecture Firm Business Statistics Ppt Slides Templates

This PPT Slide provides a digestible overview of their performance and contributions. This presentation slide can be invaluable for design and architecture firms seeking to present their business statistics. It includes key metrics like the balance between public and private clients, the number of completed projects, free cash flow levels, client satisfaction ratings, and sustainable contributions of their firm. Use it to inform stakeholders, potential clients, investors, and employees of your firm's performance and values. This slide layout is indispensable for all design and architecture firms, from boutique studios to global architectural powerhouses. It is particularly helpful for business development teams, executives, architects, and anyone else communicating the firm's performance and values.

Template 5 : Key Customer Coverage Marketing Statistics

This PPT Slide offers a comprehensive tool for understanding and presenting key customer coverage marketing statistics and customer penetration by region that drive business expansion. It clearly shows how your business reaches and engages customers through various channels. It includes data about direct customer coverage, indirect engagement methods used by different marketing channels, distribution channels employed, and geographic penetration. Use it to inform your team, stakeholders, or investors of the reach of your marketing efforts and the strategies your business put in place to capture customers. This slide layout can be utilized by businesses of all types and sizes - from startups to established enterprises - looking to showcase customer coverage and marketing strategies.

Want to stay informed and inspired? Check out our blog on ways to show statistics in presentation to make it more authoritative.

Template 6 : Business development statistics results slide PowerPoint templates

This PPT Slide helps any business effectively present its achievements and goals to its audience. This presentation slide can be an invaluable asset to businesses that wish to present the results and statistics from their business development initiatives, including increased revenue, efficiency gains, client growth, client satisfaction, enhanced competitiveness, and overall performance gains. Use it to communicate past accomplishments while setting future goals; its clear format enables managers and leaders to present business development insights with their audience effectively. This slide layout is invaluable for businesses of all sizes and industries looking to show off their business development successes. Take advantage of this powerful slide.

Template 7 : Key statistics PPT show the deck

This PPT Slide is an effective tool for presenting vital statistics that provide insight into security and user behavior. This presentation slide can serve as an invaluable asset to organizations and professionals looking to highlight key statistics on security vulnerabilities and user behaviors. Incorporating essential metrics, this report looks at device vulnerability to security threats, user inclinations to forgo device protection measures and cyberattacks, and practices such as connecting devices and storing personal information. This slide can benefit a broad audience, including organizations focused on cybersecurity, IT departments, educational institutions, and individuals looking to raise awareness about security best practices and responsible user behavior.

Template 8 : Ethical awareness key statistics geographical ppt slides

This PPT Slide offers an effective tool to present important statistics related to ethical awareness within a geographical context. It highlights key metrics that shed light on its state, timeline, processes, and planning requirements - making this presentation an invaluable asset for educators, activists, businesses, or organizations seeking to increase societal and ethical considerations. Use it to increase awareness, inform discussions about its significance, or spark debate about ethics considerations! This slide can benefit a broad audience of educators, ethics and compliance professionals, corporate social responsibility teams, nonprofit organizations, and anyone working to promote ethical behavior. Download to build commitment towards ethical values!

Template 9 : Social media key statistics PPT professional files

This PPT Slide serves as an essential means of communicating key social media statistics that influence business strategies and decisions, including those that influence marketing professionals, business leaders, or anyone looking to utilize social media data for analysis and strategy purposes. It covers vital metrics like population size, internet users, active social media users, unique mobile users, active social media users, and scale/influence of social media usage that enable informed business decisions. These figures give insight into social media usage, which enables marketing professionals, leaders, or anyone looking at the data behind social media analysis/strategic usage to make informed business decisions with more informed decisions than ever before! When making presentations to internal stakeholders, clients, or marketing teams, this layout will help effectively communicate key information while making data-driven decisions.

Template 10 : Company statistics related to its operations and financials statement PPT slide

This PPT Slide effectively conveys critical financial statistics, providing insights into a company's revenue, net income, marketing expenses, and key operational data such as stores and distribution centers. These metrics are key when assessing a business's financial health and operational efficiency, making this slide an essential tool for financial analysts, business leaders, or professionals who must share financial and key operational data with stakeholders or team members. This slide can be utilized by companies of all sizes and industries, from startups to established enterprises, to showcase their financial performance and operational capabilities. Use this slide layout to catalyze meaningful discussions, investor relations, and data-driven decision-making that will contribute to its success.

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Statistics slide templates serve as your data-driven storytelling canvas, and SlideTeam is your artistic muse. With SlideTeam's templates, you can transform dry statistics into captivating narratives that captivate your audience. Remember, it's not only about numbers; the real value lies in how they can benefit your presentations. So make your data shine, resonate with your message, and leave an impactful impression with every presentation you deliver!

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