50+ Must-Know Social Media Marketing Statistics for 2024 [Updated] – Sprout Social

Search the Blog
Social Media Statistics

Discover the latest social media statistics to refine your strategy, uncover new opportunities and stay ahead in 2024.
Reading time 8 minutes
Published on February 8, 2024
Table of Contents
Summary
If you’re trying to improve your social media marketing strategy, understanding key industry statistics is the perfect starting point.
Social media statistics give you valuable insight into who your audience is, their interests and habits, as well as the state of the industry as a whole. This data helps you tailor your marketing strategies to boost engagement and ROI.
Stats can also help you benchmark your own performance within your industry and even uncover new opportunities.
Use the social media marketing statistics below to guide your presence in 2024 and beyond.
It’s no secret that we’re all glued to social media (my screen time data supports this). To get a better idea of  how glued users are, let’s look at some social media usage statistics.
Below is a quick snapshot of how social media demographics and usage are changing, which networks are winning and how hooked consumers are on social.
Growth may seem slow, but that’s due to the sheer number of people who already use social media. This means social media presents a huge opportunity for marketers and advertisers.
However, with users spread across several platforms, it’s more important than ever for brands to take a multi-channel approach. Don’t forget to leverage emerging platforms like TikTok to reach new audiences and stand out from the competition.
As organic reach decreases on nearly every platform, paid social media advertising becomes a must-use strategy for reaching your target audience. Learn more about social advertising stats to inform your strategy.

Social media ad spend is growing at a steady rate. With more marketers investing in ads, brands should get ready to allocate bigger budgets to paid marketing strategies to compete.
Facebook remains an advertising powerhouse. Whether or not brands should focus on Facebook is a tough question that really depends on your individual Facebook metrics. The following Facebook statistics can clue you in further.
Facebook remains a favorite among marketers. That’s not surprising, considering the massive reach offered by the platform. Plus, the increasing average age means more users are in high-level, decision-making positions in their careers.
Instagram boasts 2 billion actively monthly users and yet brands are still scrambling to get more Instagram followers. Below are the top social media statistics for Instagram.


Once the go-to social platform for influencers, Instagram is facing competition from TikTok.
Still, relatively high engagement rates, fresh ecommerce features and big ad spending signal that the future is still bright for Instagram.
LinkedIn has done a brilliant job of carving out its niche as the go-to professional network. The platform is a potential goldmine for B2B brands and the rapid growth of their ad platform speaks for itself. Here are some LinkedIn statistics you should know.
Spurred by the widespread career changes over the past two years, the platform doesn’t look to slow down any time soon. Hint: now’s the time to level up your LinkedIn marketing if you’re in B2B.
Pinterest often doesn’t get its due when it comes to social platforms. The platform’s diverse, big-spending audience is among the most dedicated and engaged of any network. Here are some top Pinterest statistics to look out for.
The power of Pinterest advertising is well-documented and the platform is the perfect place to uncover new products. Also, marketers targeting a US audience would do well to include Pinterest in their marketing efforts.
TikTok has totally transformed itself to a must-have digital platform for brands. The platform’s rabid fanbase, rapid growth and sky-high usage spell great news for early adopters. Below are some interesting TikTok statistics to know about.
Younger consumers and smaller influencers dominate the platform right now, but that may change in the very near future. If you’re already on the platform, make sure to watch your TikTok analytics and how to reach your audience ASAP.
X, formerly Twitter, has cemented itself as the hub of political discussions, memes and a prime place to go back and forth with brands. Take a look at the Twitter statistics below to understand more about marketing on the platform.

Even with the uncertainty of Z’s future because of its last year, the platform appears to be growing, so marketers may not want to count it out yet.
To compete with emerging platforms like TikTok, the second-largest search engine in the world is making some big changes. Here are the top YouTube statistics to know about.
Despite the platforms in the market, YouTube is still users’ go-to video-sharing and video-consumption platform. With more people accessing the app on mobile, marketers would benefit from posting more short-form, vertical content (i.e. Shorts) on the platform.
Video continues to be an all-time favorite content type. It’s versatile, engaging and offers excellent ROI to marketers worldwide. Let’s look at some recent social media video statistics.

Video is making its way into all types of marketing strategies in virtually every industry. However, it’s evolving in its shape and form. Brands can expect to see better results from short-form video content that’s primarily entertaining and/or funny.
Working with influencers is one of the best inbound marketing strategies being used today. Here are some influencer marketing statistics about which platforms marketers are leveraging, what they’re hoping to achieve and how they plan to execute influencer marketing in the future.

More marketers are realizing the potential of influencer marketing. If influencers are not already part of your marketing efforts, it’s time to switch your focus. The key is to pick the best platforms and influencers for your brand, both of which can be automated using the right tools.
The concept of buying something you saw on social media is nothing new. From product recommendations to first impressions from brands, the impact of social media on consumers is well-documented. Learn more from these consumer behavior statistics.
The recent growth of direct social sales is notable. Consumers likewise crave authenticity and ads that don’t feel like ads. But the key to selling on social is to know your customer, which platforms they prefer and how their unique buying behavior works.
Learning the latest social media marketing statistics is key to fine-tuning your strategy and setting smarter goals.
Are there any opportunities on new networks? Do you need to shift from organic content to ads (or vice-versa)? Should you double down on what you’re doing now?
We hope our social media statistics help you find the answers. Combing through them is totally worth it—you should bookmark them if you haven’t already.
To keep learning, check out our guide on social media management so you can start your 2024 strategy off on the right foot.
The most-used social media platform is Facebook with over 3 billion users. Facebook is followed by YouTube (2.94 billion users), WhatsApp and Instagram (tied at 2 billion users).
Social media use is increasing year-over-year, albeit slowly. However, due to the saturation of use, this slow growth isn’t surprising.
Yes! There are over 5 billion social media user identities, meaning 62.3% of the population has created at least one social media account. That’s a massive potential reach. As long as you create the right strategy and target the right people, you should see success with social media marketing.
From Pins to Leads: How Pictures Turn into Profit
40 Twitter (X) stats to know in marketing in 2024
24 must-know Pinterest stats for marketers in 2024
50+ Social Media Video Marketing Statistics for 2024
25 YouTube stats marketers should know in 2024 [Updated]
24 Facebook statistics marketers should know in 2024
27 TikTok statistics marketers need to know in 2024
50+ Must-know social media marketing statistics for 2024
LinkedIn statistics for marketers in 2024
5 stats brands need to know to engage Irish & UK consumers
From conversation to connection: how brands can turn Likes into action
9 stats social media marketers need to show their bosses ASAP
Build and grow stronger relationships on social
Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection.
Contact
Support
Solutions
Platform
Integrations
Company
Resources
© Copyright 2025 Sprout Social, Inc. All Rights Reserved. Privacy | Terms of Service | Website Terms | Disclosure Policy | Cookies | Do Not Sell or Share My Personal Information
Filter by

source