Fun Facts and Statistics About Social Media

Key Facts About Social Media of 2024

In a world with a population of 8.1 billion, technology's influence is undeniable. Currently, 69.7% (5.65 billion) of people use mobile phones, and 67.1% (5.44 billion) have internet access. This means that more than two out of three people on Earth are now online.

As of April 2024, social media platforms saw a 5.4% rise in users from the previous year, reaching 5.07 billion active users, which is 62.6% of the global population. Although this count likely includes some duplicate and fake accounts, it is clear that social media continues to grow rapidly. On average, 8.2 new users sign up every second. Projections suggest that by 2027, the number of social media users will hit 6 billion, pointing to a busier digital landscape in the coming years.

Despite these impressive numbers, data from the first quarter of 2024 shows a slowdown in user growth. Only 37 million new users joined since January, which is just 14% of the annual increase of 259 million new users. This trend mirrors early 2022 and 2023, where growth was slower in the first quarter.

In 2024, the average person uses about seven different social media platforms each month. People primarily engage with social media for entertainment, sharing content with friends, and staying updated on current events. Notably, 79% of users rely on social media to stay in touch with friends, and over half (54%) use it for product and service research.

Currently, global social media penetration stands at 62.3%. Northern Europe leads with an 81.7% penetration rate, while Eastern and Middle Africa have the lowest rates at 10.1% and 9.6%, respectively.

Social Media Usage Trends in 2024

As of 2024, the average daily social media usage worldwide among internet users stands at 143 minutes, down from 151 minutes the previous year. This decline reflects broader changes in media consumption habits.

However, interest in social media remains robust, especially in specific markets. For example, Kenyans now spend an average of 3 hours and 55 minutes daily on social platforms. Similar trends are observed in South Africa, Brazil, Colombia, and Nigeria, although Filipinos have reduced their daily social media time by 4 minutes.

Global Network Leaders in 2024

Facebook leads the pack, boasting over 3 billion monthly active users, a milestone it reached as the first social network to surpass one billion registered accounts.

Leading Social Media Apps in 2024

YouTube is the top social media app in 2024. WhatsApp and Facebook each attract about 83% of YouTube's monthly active users. Instagram draws 68% of YouTube's user base, which is 81.7% of Facebook's reach. TikTok has a lower active user index than expected.

Top Social Media Platforms by User Time in 2024

In 2024, YouTube dominates in total user time spent on apps, with users spending more than twice as much cumulative time on YouTube compared to TikTok. Facebook ranks second, but users spend less than 60% of the time they spend on YouTube.

However, when it comes to average time per user, TikTok is the leader. Users spend over 4 hours more per month on TikTok than on YouTube.

Facts about Social Media Preferences in 2024

In 2024, Instagram leads as the top social media platform, favoured by one-sixth of working-age internet users globally – more than twice as many as those who prefer TikTok. While Instagram remains strong among younger audiences, TikTok is steadily gaining popularity. However, India's ongoing TikTok ban has significantly impacted global preference trends, especially among younger female users.

Social Media Fun Facts Potpourri

Video Magic

Video content is at the forefront of social media strategies, with live streaming and video consumption on the rise. Each day, about 500 million Instagram users share Stories, 70% of which are watched with sound. Meanwhile, YouTube Shorts attract 70 billion daily views worldwide.

Authentic, user-generated content is gaining traction. Reviews and everyday videos are trusted by 70% of consumers, who prefer peer recommendations over brand communications. On YouTube, user-generated videos receive 10 times more views than branded content.

The Tiny Icons in the Digital Dialogue

Emojis are used by 92% of internet users to quickly convey emotion, context, and personality, leveraging the brain’s rapid image recognition in just 13 milliseconds. Each day, over 900 million emojis are sent on Facebook Messenger without accompanying text, and about half of all Instagram comments include emojis. Tweets that include emojis see a 25.4% increase in engagement, while posts on Facebook and Instagram experience significant boosts of 25.4% and 48%, respectively.

Adding emojis to push notifications can increase the click-through rate (CTR) by 5%, and messages featuring emojis have an 85% higher open rate. Notably, 44% of customers are more likely to make a purchase if emojis are used in advertisements.

Among the most popular emojis are the laughing face 😂, heart ❤️, and rolling on the floor laughing emoji 🤣. The "Grinning Face" emoji is especially versatile, conveying happiness, joy, friendliness, and light-heartedness, effectively enhancing positive interactions across social platforms.

Timing Secrets

Strategic timing is crucial for maximising reach and engagement on social media platforms. Typically, the best days for broad audience reach and interaction are Tuesdays, Wednesdays, and Thursdays at 9 a.m. or 2 p.m. Sundays, however, generally yield the lowest engagement rates across all platforms.

Each social media platform also has its optimal times for posting. TikTok, for example, sees peak activity between 3 p.m. and 9 p.m. Instagram, on the other hand, experiences high engagement on Wednesdays from 9 a.m. to 4 p.m. and Fridays at 11 a.m.

The Double-Edged Sword of Social Media

Social media is a powerful tool with both benefits and challenges. Understanding its dual nature reveals intriguing dynamics at play.

Enhanced Connectivity vs. Reduced Face-to-Face Communication

On the bright side, social media simplifies customer connections and helps reach a wide audience with just a click. This fosters a sense of community and facilitates real-time interactions. Yet, excessive digital reliance can diminish face-to-face interactions, impacting team morale and overall brand outcomes. Companies often balance this by organising physical meet-ups for staff and customers.

Cost-Effective Advertising vs. Content Control Issues

Social media ads are budget-friendly and allow precise demographic targeting. This affordability benefits companies with modest marketing budgets. However, lack of content control can lead to negative interactions like misinformation or unfavourable comments. Vigilant monitoring and prompt responses are crucial to safeguarding brand reputation.

Active User Engagement vs. Negative Feedback

Social media promotes robust user interaction, leads to stronger customer relationships and loyalty. Yet, it also opens channels for negative reviews and complaints that can harm a brand if not addressed swiftly and effectively. Managing negative feedback with prompt, respectful responses is vital for maintaining a positive online presence.

Versatile Content Sharing vs. Employee Conduct Risks

Businesses leverage social media for diverse content sharing across platforms, showcasing brand personality and engaging different audiences. However, employees' social media behaviour reflects on the company. Clear guidelines are essential to prevent potential harm, ensuring that employees' posts align positively with the brand's values and image.

Social Media vs. Mental Health

Social media platforms offer connectivity, support, and sharing opportunities. However, they can also lead to addiction and contribute to adolescent depression. Comparisons on social media often result in decreased self-esteem among adolescents, yet many find solace and connection in these platforms during challenging times. Excessive use, especially over three hours daily, heightens the risk of mental health struggles. Mindful engagement and moderation are crucial to balancing the positive and negative impacts of social media on mental well-being.

Insights into 2024 Platform-Specific Fun Facts

Social media platforms each have their own unique strengths, user bases, and engagement patterns. Here, we explore some fascinating platform-specific statistics and trends for 2024.

Facebook: The Giant with a Mature Audience

Global Reach

Did you know that Facebook's largest audience isn't in its birthplace, the United States? India leads with over 378 million active users. To put that into perspective, Facebook India would rank third globally in population size, following China and India itself. The United States, Indonesia, and Brazil follow with 193.8 million, 119.05 million, and 112.55 million users, respectively.

User Engagement

Facebook boasts 3.06 billion monthly active users and 2.1 billion daily active users worldwide.

Age

58% of Facebook users are aged 65 and above. This demographic, often in key decision-making roles, amplifies Facebook's influence.

Gender

While 56.3% of Facebook users are male, female users account for a substantial 43.7%.

eCommerce Fun Facts

Despite 89% of marketers using Facebook to promote brands, only 59% of users actively engage with brands, highlighting a gap between reach and interaction.

Advertising Fun Facts

As for ad audience reach, Libya leads with 131.1%, followed closely by the United Arab Emirates, Mongolia, the Philippines, and Qatar. However, the average click-through rate (CTR) for Facebook ads struggles to surpass 1%, especially with older demographics.

Interesting Tidbits

As of September 2023, popular fan pages on Facebook boast millions of followers, with sports teams commanding the highest engagement rates.

Instagram: The Visual Engagement Phenomenon

Global Reach

Did you know that Instagram's influence stretches far beyond its Silicon Valley origins? Bahrain boasts the highest audience reach at 95.6%, followed closely by Kazakhstan at 90.8%, with the United Arab Emirates, Turkey, and Brunei each engaging over 85% of their populations on the platform.

India leads the pack with 362.9 million users, showcasing Instagram's dominance in one of the world's largest markets. Following closely are the US and Brazil. Instagram also enjoys substantial popularity in Indonesia and Turkey.

User Engagement

With over 2 billion monthly active users, Instagram maintains a robust engagement rate. Surprisingly, Instagram's engagement rates are four times higher than Facebook’s (0.60% vs. 0.15%).

Age

More than half of Instagram's users are aged 34 or younger, with the largest cohort being 18-24 years old.

Gender

Gender-wise, as of January 2024, Instagram was slightly more popular with men (50.6%) than women. However, nearly 50% of women regard Instagram as their preferred social media platform, indicating its deep-seated cultural impact and preference over rivals like TikTok, especially among younger demographics.

eCommerce Fun Facts

90% of users follow at least one brand, and 70% of shoppers turn to Instagram for product discovery.

Advertising Fun Facts

70% of users are receptive to advertisements while watching videos.

Rising Competitor

Threads, Instagram’s version of X, gained 100 million users within a week of its launch.

Interesting Tidbits

Ranked as the fourth most popular social network globally, Instagram trails only Facebook, YouTube, and WhatsApp in user base and engagement. As of January 2024, Instagram is the most downloaded social media app worldwide.

The most popular post on Instagram is Lionel Messi’s celebration of Argentina’s 2022 FIFA World Cup win, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, surpassed the famous "Photo of an Egg." Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes.

Cristiano Ronaldo is the most-followed person on Instagram with 628 million followers, who has one of the most popular Instagram accounts as of April 2024. Meanwhile, Selena Gomez holds the title of the most-followed woman with 429 million followers. Yet, even these numbers are eclipsed by Instagram's own account, which tops the list with 672 million followers.

TikTok: The Pulsating Heartbeat of Gen Z

Global Reach

TikTok’s largest audience is in Indonesia, which leads in 2024 with 127.5 million users, followed closely by the United States with 121.5 million and Brazil with 101.8 million.

User Engagement

With 29.7 million daily active users on iOS and 15.54 million on Android, TikTok is expected to surpass 2 billion users in 2024.

Age

36.7% of TikTok users are aged 18-24, making it the platform of choice for the younger generation.

Gender

As of April 2024, approximately 45.7% of TikTok global users were women, while 54.3% were men.

User Behaviour

About 70% of users feel a deeper connection with people they interact with on the platform, and 55% say TikTok helps them discover new things. Nearly two out of three users are more likely to make purchases based on TikTok recommendations, while 78.9% of TikTok users seek funny or entertaining content. If Gen Z women in India had unrestricted access to TikTok, the figures might align more closely with global trends.

Marketing and Advertising Fun Facts

About 70% of users turn to TikTok to discover new products. TikTok's self-service ad tools have a potential reach of 1.218 billion adults.

Interesting Tidbits

As of March 2024, TikTok creator and comedian Khaby Lame is the most-followed content creator on TikTok with 161.4 million followers. Following him are influencer Charlie D'Amelio with 152 million and singer Bella Poarch with 93.9 million.

The hashtag "#fyp" (For You Page) dominates with 55.4 trillion views, followed by "#foryou" with 31.7 trillion views, and "#duet" with 3.5 trillion views.

X (formerly Twitter): The Digital Pulse of Our Times

Global Reach

X, the platform formerly known as Twitter, is especially popular in the United States, with 106.23 million users as of April 2024. Japan and India follow in second and third place, respectively.

User Engagement

X has 619 million monthly active users worldwide.

Age

As of April 2024, 36.6% are aged 25-34, with another 34.2% aged 18-24. Users under 18 represent 2.4%, and those 50 and above make up about 7% of the platform's global audience.

Gender

X shows a notable preference for male users, constituting 60.9% of its global audience as of January 2024.

User Behaviour

53% of X users turn to the platform for the latest news.

eCommerce Fun Facts

When it comes to brand engagement, X is no slouch. 79% of users follow brand accounts. However, in a surprising twist, 71% of marketers plan to spend less time marketing their brands on X. This curious shift raises questions, especially given X’s robust user engagement and the fact that people spend 26% more time viewing advertisements on X compared to other social platforms.

Another intriguing development is that 33% of X users plan to spend less time on the platform in 2024.

X’s journey from Twitter to its current incarnation has been anything but conventional. Yet, the shifting sands of user and marketer intentions signal a need for continuous evolution.

LinkedIn: The Professional Powerhouse

Global Reach

LinkedIn, a leading professional networking platform, boasts over 1 billion users across 200 countries and supports 450 million newsletter subscriptions globally. The largest user base is in North America, followed by the Asia-Pacific region. The U.S. leads with over 220 million users, followed by India, Brazil, and the UK. Notably, LinkedIn no longer reports data from Mainland China but does report 2 million users in Hong Kong, raising some questions.

User Engagement

In terms of engagement, LinkedIn is in a league of its own. The platform hosts over 67 million company profiles and includes over 295,000 schools and educational institutions. It drives over 46% of all company website traffic that comes from social media platforms.

LinkedIn, with over 41,000 skills listed, is an invaluable resource for employers seeking the right candidates. Additionally, the platform is experiencing a rise in thought leadership, where professionals and executives increasingly share insights, trends, and expertise to position themselves as industry leaders.

Age

51.6% of users are aged 25-34, a critical age range for career development and networking and 40% are of the 30-49 age group.

Gender

As of January 2024, 43,6% of LinkedIn users worldwide were women, while 56,4% were men.

User Behaviour

LinkedIn users spend an average of 7 minutes and 38 seconds per visit, typically visiting seven pages per session. This speaks to the focused and intentional nature of LinkedIn's user base. More than 80% of LinkedIn users also have several social media accounts, with 87.8% using Facebook, 82.6% WhatsApp, and 83.3% Instagram.

eCommerce Fun Facts

LinkedIn is the most trusted platform by brands, with over 70% of marketers considering it reliable for a good return on investment. LinkedIn users have twice the buying power of the average online audience, making it ideal for businesses targeting high-value customers.

Advertising Fun Facts

Advertising on LinkedIn enhances brand perception: 59% of respondents view these brands as higher quality, 92% as more professional, 74% as more intelligent, and 59% as more respectable. This results in a 10-15% boost in short-term sales. Additionally, audiences exposed to both brand and acquisition messages on LinkedIn are 6 times more likely to convert compared to other platforms.

Interesting Tidbits

Bill Gates, the co-founder of Microsoft, holds the largest following on LinkedIn, with over 34.9 million followers.

The most followed LinkedIn hashtag is #India, with 67.6 million followers, followed by #Innovation and #Management.

LinkedIn stands apart from other social networks by enabling users to publish long-form content in diverse formats like images, GIFs, videos, carousels, and articles. Posts between 1,900 and 2,000 words tend to excel on the platform, where over 130,000 articles are published weekly.

Snapchat: The Youthful and Ephemeral

Global Reach

Snapchat, despite not being the top social media app, ranks as the 10th most popular globally. India leads with 202.5 million users as of April 2024, followed by the United States and Pakistan. It also stands as the 5th most popular mobile messenger app, surpassed only by WhatsApp, WeChat, Facebook Messenger, and Telegram.

User Engagement

With 800 million monthly active users as of March 31, 2024, and 422 million daily active users, Snapchat is expected to grow by 165.7 million users between 2024 and 2028, potentially reaching 779 million users by 2028. By 2025, Snapchat's user base is expected to exceed 531 million globally.

Age

Snapchat engages 75% of people aged 13-24 in over 20 countries. As of January 2024, 38.5% of its users were aged 18-24, and another 20% were 13-17 years old. Those over 35 are few and far between.

Gender

As of April 2024, Snapchat maintains a near-perfect balance with 49.1% identifying as female and 50% as male.

User Behaviour

Snapchat is the go-to platform for creating photos and videos using the camera, with users generating over 5 billion snaps daily. Snapchatters open the app almost 40 times per day, and every minute sees 2.43 million snaps being sent.

eCommerce Fun Facts

Users on Snapchat are 35% more inclined to purchase items advertised on the platform and 45% more likely to recommend those products to friends, according to Snapchat's own data. Gen Z and Millennials wield a combined spending power of $5 trillion.

Advertising Fun Facts

Ads on Snapchat have the potential to reach 75% of 13-34-year-olds and 90% of 13-24-year-olds globally. The platform is already responsible for roughly 2.4% of global ad revenue. The platform is anticipated to generate $6.11 billion in ad revenue in 2024, with projections indicating it could reach $8.34 billion by 2027.

Interesting Tidbits

Snapchat integrates augmented reality (AR) into the daily lives of over 300 million users. AR tools are central to Snapchat's appeal, continually expanding with new lenses for self-expression, utility, shopping, and more. Marketers leverage Snapchat's Lens Web Builder to create branded AR experiences effortlessly, even without coding expertise.

Another standout feature is My AI, Snapchat's AI-powered chatbot. By mid-2023, users had exchanged over 10 billion messages with My AI, which allows customisation of Bitmoji and naming. Popular topics of conversation with My AI include art, design, music, and event planning.

YouTube: The Video King

Global Reach

YouTube boasts 2.70 billion active users as of June 2024, with India leading at 476 million users. As the world's second-largest search engine, after Google, YouTube draws over 122 million daily visitors across its website and mobile apps. The platform's traffic spans the globe, with substantial shares from the US (16.4%), India, and Japan.

YouTube Shorts, often likened to TikTok, enjoys a vast user base of 2 billion monthly active users. This widespread adoption highlights why 83% of adults favour YouTube as their go-to video platform.

User Engagement

Almost 90% of YouTube's traffic originates from mobile devices, with users averaging 28 hours and 5 minutes per month on the Android app.

Age

YouTube’s primary audience falls within the 25-34 age group, accounting for 12.2% of its users. This is closely followed by the 35-44 age group, making up 9.6% of users.

Gender

Male users make up 54.4% of the total, while females account for 45.6%.

eCommerce Fun Facts

YouTube is a powerhouse for influencer marketing, with 43% of marketers using it as their primary platform. It is the second most popular platform for this purpose, trailing only behind Instagram.

Interesting Tidbits

MrBeast, aka Jimmy Donaldson, is the most subscribed YouTube channel globally, with 271 million subscribers as of June 2024. He is also the highest-earning YouTuber, who earned $54 million in 2023.

YouTube Premium and YouTube Music together boast over 100 million subscribers worldwide.

The most frequently watched genres on YouTube are music, entertainment, and education.

“Despacito” holds the crown as the most-liked YouTube video.

Summarising Interesting Facts about Social Media

Now, based on what we have just seen, let's round up the key highlights that give us a snapshot of the latest trends in social media.

Highest global reach: Facebook

Highest engagement rates: Instagram

Dominance in mobile traffic and influencer marketing: YouTube

Greatest time spent per user: YouTube

Greatest advertising effectiveness: LinkedIn

Greatest ad tolerance: Instagram

Youngest audience: TikTok and Snapchat

Oldest audience: Facebook and LinkedIn

Predominantly male users: X (formerly Twitter) and TikTok

Gender parity: Snapchat

Most educated audience: LinkedIn

Audience with lower educational background: TikTok

Highest income audience: LinkedIn

Lowest income audience: Snapchat

Longest content: YouTube and LinkedIn

Shortest content: Snapchat and Twitter

While we have uncovered some intriguing facts about social media here, there is a whole universe of insights to explore. At Fourmeta UK, we not only know these facts – we use them to turbocharge your brand's presence on platforms like Facebook, Instagram, and beyond. Whether it is crafting captivating content or honing targeted ads, our expert marketing services are designed to drive traffic, engage customers, and ignite explosive growth for your business.

Discover how Fourmeta UK can elevate your digital strategy and propel your brand to new heights. Join us on this exciting journey where every click opens limitless possibilities!

P.S. Interestingly, the rise of social media has gone hand-in-hand with the boom of e-commerce. Did you know that Shopify, a major e-commerce platform, got its start selling snowboards online? There are many other surprising facts about Shopify and the world of e-commerce in general. Check out these articles to learn more: Fun Facts About Shopify You Might Not Know and Fun Facts About Ecommerce You Might Not Know