Top Social Media Data Points and Statistics in 2024

Team Locowise posted on 9 July 2024

There’s no sign of social media usage slowing down any time soon, even with new players and platforms entering the market each year. With all that usage comes a ton of data that social media marketers can use to optimise their channels, driving higher engagement and building a loyal audience.

But then there’s the question of benchmarking, and keeping an eye on wider industry trends. Knowing what the overall figures are on engagement levels by content type, for example, can be hugely beneficial for kicking off new campaigns or fine tuning existing ones.

So, what are some of the usage statistics, platform-specific engagement trends, and user behaviour data that’s helpful to know in 2024? Let’s get into it.

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What is social media data?

Social media data is the information created by people using social media platforms like Facebook, Twitter, Instagram, and LinkedIn. This data includes everything from text posts, pictures, and videos to likes, shares, comments, and other interactions. It captures both simple numbers (like how many times a post was liked) and deeper insights (like the feelings expressed in user comments).

Understanding social media data is important for several reasons:

Digital Marketing

Marketers use social media data to learn about their audience’s likes, dislikes, and habits. This helps them create more effective marketing campaigns, use their advertising budget wisely, and measure how well their efforts are working. For example, by seeing which types of posts get the most likes and shares, marketers can adjust their strategies to better engage their audience.

Business Strategy

Businesses use social media data to shape their overall plans. This can include developing new products, improving customer service, and positioning their brand in the market. For instance, if a company sees a lot of positive feedback about a new feature, they might decide to focus more on that area. On the other hand, negative feedback can show where improvements are needed.

Consumer Insights

Social media data offers a look into what consumers think and talk about. Companies can track how people feel about their brand and products, identify key influencers, and spot new trends. By understanding these conversations, businesses can make better decisions and build stronger connections with their customers.

Social media data is a valuable resource that provides important insights in many areas. By using this data well, businesses and marketers can achieve better results, improve customer happiness, and stay ahead in the fast-changing digital world.

Statistics and Trends: Overview

Global Overview

Social media usage continues to grow globally, with billions of people engaging on various platforms. As of 2024, Facebook boasts around 3 billion monthly active users, making it one of the most popular social media sites worldwide. YouTube and WhatsApp also have substantial user bases, particularly in middle-income nations where WhatsApp is used by a median of 73% of adults.

Demographics

Social media usage varies significantly across different age groups. For instance, among U.S. adults:

Ages 18-29: This age group is highly active on social media, with 93% using YouTube, 78% on Instagram, and 62% on TikTok.
Ages 30-49: Usage remains high, with 92% on YouTube and 75% on Facebook. However, the percentage using Instagram drops to 59%, and TikTok usage is at 39%.
Ages 50-64: 83% of this group use YouTube, and 69% are on Facebook, but fewer engage with Instagram (35%) and TikTok (24%).

Regional Insights

In the United States, social media platforms have distinct user bases:

YouTube: 83% of U.S. adults use YouTube, making it the most popular platform.
Facebook: 68% of U.S. adults use Facebook, and it remains a key source of news for many, especially older adults .
Instagram: Used by 47% of U.S. adults, it is particularly popular among younger demographics .

Globally, platforms like WhatsApp and Facebook dominate in middle-income regions such as Latin America, Africa, and South Asia, where they are used by 73% and 62% of adults, respectively .

Popular Platforms, Content Types, and User Behaviour

Which social media platforms are most popular in 2024?

Several social media platforms have emerged as leaders in terms of user base and engagement:

Facebook: With approximately 3 billion monthly active users, Facebook remains a dominant player globally.
YouTube: Used by 83% of U.S. adults, YouTube is a major platform for video content and ranks as one of the most widely used social media sites.
WhatsApp: Particularly popular in middle-income regions, WhatsApp has a median usage rate of 73% among adults in these areas.
Instagram: With 47% of U.S. adults using the platform, Instagram is particularly favoured by younger demographics.
TikTok: Known for its short-form videos, TikTok is used by 62% of U.S. adults under 30.
Snapchat: Popular among teens, with about 60% of U.S. teens using the platform.
Twitter (X): Though less widely used, it remains a significant platform for news and real-time updates.
LinkedIn: Focused on professional networking, LinkedIn has a solid user base among professionals.

Which social media content types are most popular?

People use social media for various types of content, each catering to different user preferences and platform capabilities:

Videos

Platforms like YouTube and TikTok thrive on video content. Users engage with tutorials, entertainment, vlogs, and live streams. For instance, Facebook videos receive over 4 billion views daily, and TikTok users spend an average of 22.9 hours per month on the app, primarily for video content.

Images

Instagram and Pinterest are highly visual platforms where users share photos, infographics, and creative visuals. Instagram has over 2 billion monthly active users, and visual content like photos and infographics are among the most engaging types on these platforms.

Stories

Ephemeral content like Instagram Stories and Facebook Stories allows users to share updates that disappear after 24 hours. Over 1 billion Stories are posted daily across Facebook apps, indicating high user engagement with this content format.

Live Streams

Platforms like Facebook Live, Instagram Live, and Twitch offer live streaming options for real-time interaction. Live video engagement is notably high, with Facebook live videos achieving a 26% engagement rate, higher than other social media platforms.

Text Posts

Twitter (X) is known for its text-based content, including updates, thoughts, and news. This type of content is also prevalent on platforms like Facebook and LinkedIn, where users share articles, news updates, and professional insights.

Interactions

Social media platforms support likes, comments, shares, and direct messaging, fostering interaction and engagement among users. For example, the average Facebook user generates 12 likes, 5 comments, and 1 share per month.

Reasons for Social Media Usage in 2024

Users engage with social media for lots of reasons:

Entertainment

Watching videos, following trends, and consuming creative content. For example, the primary reason people use TikTok is to find funny or entertaining content.

Social Connection

Keeping in touch with friends and family, sharing personal updates, and joining communities with similar interests. Facebook is predominantly used for messaging friends and family.

Information and News

Staying updated on current events, following public figures, and accessing real-time information. Over one-third of U.S. adults regularly get news from Facebook.

Professional Networking

Connecting with industry peers, job searching, and professional development on platforms like LinkedIn. This platform has a significant user base focused on professional interactions and content.

Shopping and Recommendations

Discovering products, reading reviews, and making purchasing decisions influenced by social media content. Shoppable content is highly effective, with platforms like Instagram and Facebook enabling in-app purchases.

Engagement Patterns by Demographic

Teens

High engagement with platforms like Snapchat and Instagram, with significant time spent on YouTube and TikTok. Nearly 60% of teens report using Snapchat daily, and a large proportion of their time is spent on YouTube and TikTok for entertainment.

Adults

Frequent use of Facebook for news and updates, with substantial engagement on YouTube for video content. The average U.S. adult spends 33 minutes per day on Facebook and engages heavily with YouTube videos.

How should you use social media data?

Gathering social media data is one thing, but how can you use it to improve bottom line results for your overall marketing strategies and individual campaigns?

Digital Marketing

Social media platforms collect extensive data on user behaviour, preferences, and demographics. This allows businesses to create highly targeted advertising campaigns that reach specific audiences. For instance, Facebook’s advertising tools enable marketers to target ads based on users’ interests, age, location, and more. This precision targeting helps improve the effectiveness of ads and maximises return on investment (ROI).

Customer Engagement:

Social media data provides insights into what types of content resonate with audiences. By analysing metrics such as likes, shares, comments, and engagement rates, businesses can tailor their content to better meet their audience’s interests and preferences. Engaging content fosters stronger connections with customers and enhances brand loyalty. For example, user-generated content and interactive posts are particularly effective in driving engagement

Brand Building

Consistent analysis of social media data helps businesses understand how their brand is perceived online. This includes monitoring brand mentions, sentiment analysis, and tracking the performance of branded content. By leveraging these insights, companies can refine their brand messaging, improve their online presence, and build a positive brand image. Platforms like Twitter and Instagram are instrumental in this aspect, allowing real-time interaction with customers and immediate feedback.

Social Media Strategy

Data-driven insights inform the creation of social media strategies. This includes identifying the best times to post, the types of content that generate the most engagement, and understanding the behaviour patterns of the target audience. Tools that analyse social media performance help businesses set realistic goals and develop effective strategies to achieve them.

Content Planning

By analysing past performance data, businesses can plan future content more effectively. This involves identifying high-performing content formats (e.g., videos, infographics, live streams) and topics that resonate with the audience. Content planning based on data ensures that resources are invested in creating content that is likely to succeed.

Performance Measurement:

Ongoing analysis of social media data is essential for measuring the success of social media campaigns. Key performance indicators (KPIs) such as engagement rates, click-through rates, and conversion rates provide a clear picture of what is working and what is not. This continuous feedback loop enables businesses to adjust their strategies in real-time to optimise performance.

Data-Driven Decisions

Social media data helps marketers understand which aspects of their campaigns are performing well and which need improvement. For example, A/B testing different ad creatives or posting times can reveal the most effective strategies. By continually refining campaigns based on data insights, businesses can achieve higher engagement and conversion rates.

ROI Improvement

Data-driven decisions ensure that marketing budgets are used efficiently. By focusing on strategies that have been proven to work through data analysis, businesses can reduce wasted spend and increase their overall ROI. Social media platforms’ analytics tools, like Facebook Insights and Twitter Analytics, provide detailed reports that help in making informed decisions.

Want to harness the power of your social media data? Start your free trial with Locowise today and unlock comprehensive analytics to drive data-driven decisions and optimise your campaigns for maximum ROI.

And if you’re looking for something to kickstart your reporting, check out this social media report template.

Emerging and Future Trends in Social Media Data

As social media continues to evolve, several emerging trends are expected to shape its future usage and data analytics:

Predictive Analytics

Predictive analytics uses historical data to forecast future trends and behaviours. In social media, this can help businesses anticipate market trends, customer needs, and potential issues before they arise. By leveraging predictive analytics, companies can make proactive decisions to stay ahead of the competition.

(P.S. Predictive analytics is built into Locowise social reporting – check it out!)

Increased Focus on Privacy and Security

With growing concerns over data privacy, social media platforms are likely to implement stricter privacy policies and offer users more control over their data. This trend is driven by regulations like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States.

Rise of Niche Social Media Platforms

As the social media landscape matures, we may see a rise in niche platforms that cater to specific interests or communities. These platforms will provide more targeted and relevant content, creating stronger engagement among users who share common interests.

Social Commerce Growth

Social commerce, where social media platforms double as online marketplaces, is expected to grow significantly. Platforms like Instagram and Facebook already offer shoppable posts, and this trend is likely to expand, making it easier for users to purchase products directly from their social media feeds.

Short-Form Video Dominance

The popularity of short-form videos, pioneered by platforms like TikTok, is set to continue. These videos are highly engaging and easy to consume, making them a preferred content format for both users and marketers. Other platforms like Instagram (Reels) and YouTube (Shorts) are also investing heavily in short-form video content.

Increased Use of Augmented Reality (AR) and Virtual Reality (VR)

AR and VR technologies are becoming more integrated into social media platforms, offering immersive experiences. Examples include Snapchat’s AR filters and Facebook’s Horizon Workrooms. These technologies will likely enhance how users interact with content and each other online.

Enhanced Sentiment Analysis

Sentiment analysis, which uses AI to interpret and categorise user emotions expressed in text, is becoming more advanced. This allows businesses to gain deeper insights into customer opinions and sentiments towards their brand, products, or services. Improved sentiment analysis helps in better understanding audience feedback and responding appropriately.

Voice and Visual Search

The adoption of voice and visual search technologies is growing. Platforms like Instagram and Pinterest are developing features that allow users to search using images, while voice-activated assistants like Alexa and Google Assistant are becoming more integrated with social media. These advancements will change how users search for and interact with content.

Get Ahead of Social Media Data and Reporting in 2024 and Beyond

Social media data is a powerful resource that offers valuable insights for digital marketing, strategy development, and data-driven decision-making. By understanding popular platforms, content types, and user behaviour, businesses can enhance their marketing efforts, engage customers more effectively, and build strong brand identities. Future trends in social media usage and advancements in AI and machine learning promise even greater opportunities for leveraging social media data to achieve business goals.

Harness the full potential of social media data with Locowise. Start your free trial today and gain access to comprehensive competitor, benchmarking, content and predictive analytics to optimise your social media strategies and drive better results!

Sources:

Pew Research Center