Social media isn’t just a place for cat videos and vacation photos. It’s a place where businesses can build their brands, forge connections and drive results.

One of the ways to make social media work for your business is by understanding the numbers. In other words, you should stay up to date with the trends and opportunities that shape social media marketing. 

In this article, we highlight some of the top statistics about social media marketing in 2024. 

1. Global Social Media Users Keep Climbing

Statistic: There are an estimated 5.17 billion total social media users worldwide in 2024. (Source: Sprout Social)

What it means for you: Your potential audience is massive and still growing. However, this also means competition for attention is fierce. Your content needs to be top-notch to stand out.

2. Multi-Platform Usage is the Norm

Statistic: The average person uses 6.7 different social networks per month. 

What it means for you: Don’t put all your eggs in one basket. A diversified social media strategy is key to reaching a wider audience. But be mindful not to spread yourself too thin – focus on the platforms where your target audience is most active.

3. Mobile is King (and Queen) of Social

Statistic: It’s projected that $255.8 billion of total social media ad spending will be generated through mobile by 2028.

What it means for you: Optimize your social media content and ads for mobile devices. Consider vertical video formats (like TikTok and Reels) and ensure your websites and landing pages are mobile-responsive.

4. Video Dominates the Social Sphere

Statistic: 82% of all internet traffic will be video by 2023. 

What it means for you: If you’re not already incorporating video into your social media strategy, now is the time. Short-form videos, live streams, and even long-form content all have their place.

5. Paid Social Advertising is Essential

Statistics: Total spend on social media advertising is projected to reach $219.8 billion in 2024. 

What it means for you: Organic reach is declining on most platforms. To get your content seen by your target audience, you’ll need to invest in paid social advertising.

6. Authenticity Trumps Perfection

Statistic: 61% of consumers say they’re more likely to buy from a brand they feel connected to. 

What it means for you: Don’t just try to sell; focus on building relationships. Share behind-the-scenes glimpses, engage in conversations, and show the human side of your brand.

7. Short-Form Video Continues Its Reign

Statistic: TikTok is the fastest-growing platform with a 100% user growth rate between 2020 and 2022. 

What it means for you: Short-form video is not a fad. TikTok, Reels, and YouTube Shorts are where it’s at. Get creative, jump on trends, and experiment with different formats to see what resonates with your audience.

8. User-Generated Content Builds Trust

Statistic: 92% of consumers trust recommendations from other people—even strangers—more than they trust content from brands. 

What it means for you: Encourage your customers and followers to create content about your brand. Share their posts, run contests, and offer incentives for reviews. User-generated content is a powerful form of social proof.

9. Social Commerce is on the Rise

Statistic: Social commerce sales are projected to reach $79.64 billion in the US by 2025. 

What it means for you: Make it easy for customers to buy your products directly from social media platforms. Utilize shoppable posts, integrate your e-commerce store, and explore live shopping features.

10. Don’t Forget About Facebook 

Statistic: Facebook remains the most popular social media platform with 2.9 billion monthly active users as of the second quarter of 2023. 

What it means for you: While newer platforms are gaining traction, don’t neglect the established ones. Facebook still offers a vast audience and a wide range of advertising options.

11. Social Listening is a Goldmine of Insights

Statistic: 79% of consumers expect brands to respond to their social media posts within 24 hours. 

What it means for you: Monitor conversations about your brand, industry, and competitors. Use social listening tools to track mentions, sentiment, and trends. This valuable information can help you refine your marketing strategy and improve customer service.

12. Influencer Marketing Remains Powerful (But Evolving)

Statistic: 72% of marketers surveyed indicated they will dedicate a budget to influencer marketing in 2023. 

What it means for you: Partnering with influencers can still be an effective way to reach your target audience, but authenticity is key. Look for influencers who align with your brand values and whose followers genuinely trust their recommendations. Consider working with micro-influencers for a more targeted and engaged audience.

13. Employee Advocacy Amplifies Your Reach

Statistic: Brand messages reach 561% further when shared by employees vs the same messages shared via official brand social channels.

What it means for you: Encourage your employees to share company content on their personal social media accounts. Create an employee advocacy program, provide guidelines, and incentivize participation. Your employees can be your most powerful brand ambassadors.

14. Personalization Drives Engagement

Statistic: 80% of consumers are more likely to make a purchase when brands offer personalized experiences. 

What it means for you: Use social media data to segment your audience and tailor your content to their interests. Send personalized messages, offer targeted promotions, and create custom experiences. The more relevant your content, the higher the engagement.

15. Community Building Fosters Loyalty

Statistic: 55% of brand fans say they feel more connected to a brand when they’re part of a community of other fans.

What it means for you: Create spaces where your customers and followers can connect with each other and with your brand. Facebook Groups, LinkedIn Groups, and Discord servers are all great options for building communities. Host online events, offer exclusive content, and encourage discussions.

16. Live Video Creates a Sense of Urgency

Statistic: 82% of people would rather watch live video from a brand than read a social post. 

What it means for you: Go live on social media to showcase new products, announce promotions, or host Q&A sessions. Live video is a great way to generate excitement, build anticipation, and connect with your audience in real-time.

17. Social Media is a Customer Service Hub

Statistic: 63% of customers expect companies to offer customer service via their social media channels, and 90% of social media users have already used social media as a way to communicate with a brand. 

What it means for you: Be responsive to customer inquiries, comments, and complaints on social media. Address issues promptly and professionally. Social media customer service can turn negative experiences into positive ones and strengthen your brand reputation.

18. Gen Z is Shaping the Future of Social

Statistic: 97% of Gen Z consumers use social media as their top source of shopping inspiration. 

What it means for you: If you want to reach the next generation of consumers, you need to understand their habits and preferences. Gen Z values authenticity, diversity, and social responsibility. They’re also more likely to engage with brands that create interactive and immersive experiences.

19. Augmented Reality (AR) Enhances Engagement

Statistic: 71% of consumers say they would shop more often if they used AR. 

What it means for you: Explore ways to incorporate AR into your social media strategy. Offer virtual try-on experiences, showcase products in 3D, or create interactive filters. AR can make your brand more memorable and drive sales.

20. Sustainability Matters to Consumers

Statistic: 81% of consumers feel strongly that companies should help improve the environment. 

What it means for you: Highlight your company’s sustainability efforts on social media. Share your eco-friendly initiatives, partner with environmentally conscious organizations, and support causes that resonate with your audience.

21. Social Media Algorithms Are Constantly Changing

Statistic: Facebook’s algorithm changes an estimated many times per year. 

What it means for you: Stay up-to-date on the latest algorithm updates and adjust your strategy accordingly. Experiment with different content formats, posting times, and targeting options to see what works best. Don’t be afraid to try new things and adapt to the ever-changing social media landscape.

Now What? 

In 2024, social media will continue to evolve at a rapid pace. New platforms will emerge, algorithms will change, and consumer expectations will shift. But one thing is certain: social media will remain an essential part of any successful marketing strategy. 

So keep up with the latest trends and statistics to help you develop a winning strategy that connects with your target audience, builds brand awareness, and drives real results.