Social media platforms are gaining a tremendous amount of users every single quarter and have become a core part of every digital marketing plan.
Furthermore, these recent developments in search algorithms have made it imperative for marketers and small businesses to stay up-to-date with the latest social media trends and changing user behaviors on these platforms.
To help you stay informed, I have compiled a carefully selected 2023 social media statistics list that offers a valuable overview of the current social media landscape.
Social Media Marketing Statistics 2024 (Top Picks)
- As we enter 2024, there are 4.95 billion social media users worldwide.
- China has the most social media users worldwide, with 999.95 million users.
- Facebook is the world’s most-used social media, with 3.03 billion as of 2024.
- 99% of users access social media through mobile or tablet.
- Globally, ad spending on social media advertising has reached $269.68 billion as of 2023.
- 77% of marketers retarget Facebook/Instagram advertising as a marketing strategy.
- Using social media, 77% of businesses reach their audience base.
- $68.92 billion in retail social commerce sales generated in the United States as of 2023.
- Short-form video content on social media is 2.5 times more engaging than any other content.
- 71% of businesses plan to create more videos for social media marketing in 2024.
- Influencer marketing was valued at $21.1 billion in 2023.
- Over 90% of users regularly engage with influencers on YouTube, Instagram, TikTok, and Snapchat.
- In the United States, 186.4 million Facebook users are there as of 2023.
- An average user spends 19 hours and 8 minutes on TikTok worldwide.
- 33% of marketers say Instagram offers all social media platforms the highest ROI.
Discover the earnings of influencers with our detailed insights.
Social Media Usage Statistics
By 2024, the number of social media users is expected to reach 5.17 billion.
As a marketer, understanding how social media is used is crucial for developing an effective marketing strategy.
In this section, we’ll look at vital social media usage statistics.
- Globally, there are 4.89 billion social media users as of the beginning of 2024.
There are 4.89 billion social media users as of 2023, a 6.5% increase from the previous year.
This number is also 2.2 billion more than the number of social media users in 2017, representing a significant 79.1% jump in just five years. The average annual growth rate during this period was 10.2%.
Although the number of social media users is expected to grow, the growth rate is expected to level off. The average annual growth rate from 2023 to 2027 is forecasted to be 5%.
Here are some more insights into the number of social media users from 2017 to 2027.
| Year | The number of social media users |
|---|---|
| 2017 | 2.73 billion |
| 2018 | 3.1 billion |
| 2019 | 3.51 billion |
| 2020 | 3.9 billion |
| 2021 | 4.26 billion |
| 2022 | 4.59 billion |
| 2023 | 4.89 billion |
| 2024* | 5.17 billion |
| 2025* | 5.42 billion |
| 2026* | 5.64 billion |
| 2027* | 5.85 billion |
- East Asia has the most social media users worldwide, with 1,194.2 million.
The widespread availability of inexpensive smartphones, Wi-Fi coverage, and improved networks have significantly contributed to the growth of social media usage worldwide.
Over half (59.3%) of the global population is active on social media.
East Asia has the most significant social media users, with 1.2 billion users making up 14.9% of the world’s population. This includes China, the world’s most populous country.
Here is a table showing the number of social media users by region.
| Regions | The number of social media users |
|---|---|
| Eastern Asia | 1,194.2 million |
| Southern Asia | 847.17 million |
| Southeast Asia | 506.3 million |
| Northern America | 434.93 million |
| South America | 306.76 million |
| Central and Western Europe | 261.89 million |
| Eastern Europe | 183.26 million |
| Southern Europe | 183.26 million |
| Western Asia | 163.9 million |
| Northern Africa | 154.18 million |
| Western Africa | 88.68 million |
| Eastern Africa | 65.93 million |
| Southern Africa | 45.31 million |
| Northern Europe | 29.18 million |
| Australia and Oceania | 27.79 million |
| Central America | 27.71 million |
| Central Asia | 26.62 million |
| Central Africa | 24.71 million |
- China has the most social media users worldwide, with 999.95 million users as of 2023.
China has almost 1 billion social media users, which is 20.44% of all social media users. In second place comes India, with 639.47 million users.
The United States is third, with 295.48 million users, which is 6.04% of all social media users.
A table shows the top countries with the most social media users worldwide as of 2023.
| Top Country | The Number of Social Media users |
|---|---|
| China | 999.95 million |
| India | 639.47 million |
| The United States | 295.48 million |
| Indonesia | 193.43 million |
| Brazil | 159.01 million |
| Russia | 103.98 million |
| Japan | 96.95 million |
| Mexico | 84.01 million |
| Philippines | 81.53 million |
| Vietnam | 71.7 million |
| Turkey | 64.18 million |
| Bangladesh | 61.76 million |
| The United Kingdom | 60.37 million |
| Germany | 57.45 million |
| Thailand | 54.73 million |
| France | 46.2 million |
| South Korea | 45.58 million |
| Nigeria | 43 million |
| Italy | 41.59 million |
| Canada | 31.76 million |
- As of 2024, the average time spent on social media is 2 hours and 31 minutes.
The amount of time people spend on social media is steadily increasing each year. Between 2013 and 2023, it increased by 1 hour and 34 minutes.
According to Data Reportal, the average time spent on social media in 2023 was 2 hours and 31 minutes, which remained the same as the previous year.
Below is a table that displays the total time spent on social media from 2013 to 2023.
| Year | Time Spent on social media |
|---|---|
| 2013 | 1 hour and 37 minutes |
| 2014 | 1 hour and 44 minutes |
| 2015 | 1 hour and 52 minutes |
| 2016 | 2 hours and 8 minutes |
| 2017 | 2 hours and 15 minutes |
| 2018 | 2 hours and 22 minutes |
| 2019 | 2 hours and 25 minutes |
| 2020 | 2 hours and 25 minutes |
| 2021 | 2 hours and 28 minutes |
| 2022 | 2 hours and 31 minutes |
| 2023 | 2 hours and 31 minutes |
- Facebook is the world’s most-used social media, with 2,958 million users.
YouTube comes in second place, with 2.514 billion users, followed by WhatsApp and Instagram, which have 2 billion users each.
This table shows the users of the top 15 social media platforms.
| Social Media Platform | The number of users |
|---|---|
| 2,958 million | |
| YouTube | 2,514 million |
| 2,000 million | |
| 2,000 million | |
| 1,309 million | |
| TikTok | 1,051 million |
| Facebook Messenger | 931 million |
| Douyin | 715 million |
| Telegram | 700 million |
| Snapchat | 635 million |
| Kuaishou | 626 million |
| Sina Weibo | 584 million |
| 574 million | |
| 556 million | |
| 445 million |
- Social Media users spend the most time on TikTok, with 23 hours and 28 minutes per month.
TikTok is the social media platform where users spend the most time monthly.
Following TikTok are YouTube, Facebook, and WhatsApp, with 23 hours and 9 minutes, 19 hours and 43 minutes, and 17 hours and 20 minutes, respectively.
The following table shows the monthly time spent on various social media platforms.
| Social Media Platforms | Monthly Time Spent |
|---|---|
| YouTube | 23 hours and 9 minutes |
| 19 hours and 43 minutes | |
| 17 hours 20 minutes | |
| 12 hours | |
| TikTok | 23 hours and 28 minutes |
| Facebook Messanger | 3 hours and 7 minutes |
| Telegram | 3 hours and 57 minutes |
| 5 hours and 28 minutes | |
| Line | 10 hours and 59 minutes |
| Snapchat | 3 hours and 10 minutes |
- TikTok/Douyin is the fastest-growing social media platform, with 100% of growth from 2020 to 2023.
According to Target Internet, the social platforms experiencing the highest growth rates from 2020 to 2023 are TikTok/Douyin, Instagram, Snapchat, Pinterest, and Twitter.
Specifically, Instagram has seen a growth rate of 47.8% during this time. Following are Snapchat, Pinterest, and Twitter, with growth rates of 45.81%, 37.89%, and 28.24%, respectively.
A table shows the growth rate of some popular social media platforms from 2020 to 2023.
| The Social Media Platform | The Growth rate from 2020 to 2023 |
|---|---|
| TikTok/Douyin | 100% |
| 47.8% | |
| Snapchat | 45.81% |
| 37.89% | |
| 28.24% | |
| YouTube | 28.1% |
| 25% | |
| 18.82% | |
| Sina Weibo | 15.29% |
| WeChat/Weixin | 9.73% |
| -21.48% | |
| Facebook Messenger | -24% |
- In the United States, Social media users have an average of 7.1 social media accounts.
According to Forbes Advisor, the average number of social media accounts per person is 8.4 worldwide. The United States falls right around that average, with 7.1 accounts per person.
India has the highest average number of social media accounts, with 11.5 per person. In contrast, Japan has the lowest average number of social media accounts, with only 3.8 per person.
- Around 84% of people aged 18-29 use at least one social media platform.
According to Forbes, social media usage has been more common among the younger generation, with 84% of those aged between 18 and 29 and 81% of people aged between 30 and 49 actively using at least one social media platform.
A table shows the complete insights into the above study.
| Age group | The percentage of people who use at least one social media platform |
|---|---|
| 18 to 29 years old | 84% |
| 30 to 49 years old | 81% |
| 50 to 64 years old | 73% |
| More than 65 years old | 45% |
- 99% of users access social media through mobile or tablet.
According to Forbes, it’s unsurprising that most people access social media through mobile devices.
However, you may find the statistics surprising: 99% of users connect to social media through a tablet or smartphone, with 78% using their phones exclusively for this purpose.
In contrast, only 1.32% of social media users access it from desktops. This means that mobile-focused social media strategies are essential.
When creating a website for your business, use a website builder that optimizes your site for desktop and mobile experiences.
Source: Forbes, Sprout Social, True List, Statista, Target Internet, Data Reportal.
Social Media Advertising Statistics
As social media continues to grow in popularity, businesses worldwide are investing billions in social media advertising to reap its benefits.
Below, I have compiled some essential statistics on social media advertising. Let’s take a look.
- Globally, ad spending on social media advertising is reached $227.2 billion as of 2024.
In the United States, the projected spending on social media advertising is expected to reach $72.33 billion by the end of 2023.
As the use of social media platforms continues to grow, companies are increasing their investment in social media ads, and this trend is expected to continue in the future.
This is reflected in the projected social media advertising spending of $85.31 billion in the United States by 2027, with a compound annual growth rate of 4.21% from 2023 to 2027.
- In 2023, it is projected that $220.5 billion of the total ad spending on social media will be generated through mobile ads worldwide.
Every year from 2017 to 2023, most social media ad spending was spent on mobile advertising, which will be the same in the future.
According to Statista, by the end of 2026, $300.8 billion will be spent on mobile social media advertising and only $57.12 billion on desktop advertising.
A table shows total social media ad spending globally from 2017 to 2026 by device.
| Year | Mobile Ad Spending | Desktop Ad Spending |
|---|---|---|
| 2017 | $35.92 billion | $15.4 billion |
| 2018 | $54.21 billion | $19.62 billion |
| 2019 | $73.84 billion | $22.23 billion |
| 2020 | $103.4 billion | $27.01 billion |
| 2021 | $145.8 billion | $35.39 billion |
| 2022 | $186.5 billion | $43.06 billion |
| 2023 | $220.5 billion | $49.18 billion |
| 2024* | $248.9 billion | $54.1 billion |
| 2025* | $275.8 billion | $56.01 billion |
| 2026* | $300.8 billion | $57.12 billion |
*Expected
- In the United States, social media ad spending was $80,670 million in 2022.
In 2022, the United States dominated social media advertising spending, with marketers investing $80,670 million in ads.
According to Statista, China trailed behind the United States in social media ad spending, with $80,550 million.
The United Kingdom and Japan followed, with $12,160 and $8,913, respectively. Here are the top markets worldwide in terms of social media advertising spending.
| Top Market | Social Media Advertising Spending |
|---|---|
| The United States | $80,670 million |
| China | $80,550 million |
| The United Kingdom | $12,160 million |
| Japan | $8,913 million |
| Germany | $4,482 million |
| Canada | $3,993 million |
| Australia | $3,782 million |
| France | $3,292 million |
| South Korea | $2,982 million |
| Italy | $2,283 million |
| Brazil | $1,944 million |
| Spain | $1,918 million |
| Mexico | $1,876 million |
| Netherlands | $1,243 million |
| Sweden | $1,100 million |
| India | $1,099 million |
| Indonesia | $1,057 million |
| Russia | $904.8 million |
| Thailand | $637.3 million |
| Norway | $592.8 million |
- 77% of marketers retarget Facebook/Instagram advertising as a marketing strategy.
As a part of their marketing strategy, more than 7 out of 10 marketers plan for Facebook/Instagram advertising.
Also, 69% of marketers retarget Google advertising, while 55% retarget email marketing.
A table shows the retargeting use in marketing strategies of marketers.
| Marketing Strategies | Share of Respondents |
|---|---|
| Facebook/Instagram Advertising | 77% |
| Google Advertising | 69% |
| 55% | |
| Twitter Advertising | 44% |
| LinkedIn Advertising | 35% |
| Lead Generation | 31% |
| Other Paid Advertising Channels | 28% |
| SEO | 24% |
| ABM | 9% |
- The average Click-Through-Rate of social media ads was 1.21%.
According to Forbes, the average click-through rate (CTR) for all social media platforms was 1.21%, slightly lower than the previous year’s CTR of 1.3%.
The minor decline in CTR emphasizes the importance of developing engaging social media ad campaigns to increase engagement and conversion rates.
- Using social media, 77% of businesses reach their audience base.
Businesses often adopt new technology, so it is no surprise that in today’s digital business, 77% of small businesses use social media to connect with their audiences.
Additionally, 44% of companies use it to build brand awareness, and many small businesses (41%) rely on social media to generate revenue.
- 90% of social media users follow at least one brand on social media.
These days, social media is ubiquitous. This is evidenced by 90% of social media users following at least one brand on it. These statistics illustrate a shift in consumer behavior towards a more direct and engaged relationship with brands.
It also indicates that having a strong social media presence is essential for brands looking to establish and maintain brand loyalty.
- 76% of social media users bought products they saw on social media.
The purchase process can differ among customers who bought products they saw on social media, with 11% buying immediately, 44% postponing their online purchase later, and 21% buying in-store.
However, it is notable that 76% of users have purchased being influenced by a brand’s social media post, indicating the significant impact of social media on the retail industry.
Source: Sprout Social, Forbes, Data Reportal, Statista.
Social Media Sales Statistics
Many businesses are generating rapid sales through social media platforms, demonstrating that social media is an essential source of revenue.
In this section, we will provide essential statistics on social media sales.
- $68.92 billion in retail social commerce sales generated in the United States as of 2023.
The sales figures for retail social commerce are rapidly increasing year by year. From 2019 to 2023, retail social commerce sales in the United States increased by almost $50 billion in just four years.
In 2022, retail social commerce generated $53.10 billion in sales, $13.59 billion more than in 2021.
Industry experts predict that by the end of 2025, retail social commerce sales will reach $107.17 billion.
Please refer to the table below for a breakdown of retail social commerce sales from 2019 to 2025.
| Year | Retail Social Commerce Sales |
|---|---|
| 2019 | $19.42 billion |
| 2020 | $26.97 billion |
| 2021 | $39.51 billion |
| 2022 | $53.10 billion |
| 2023 | $68.92 billion |
| 2024* | $86.70 billion |
| 2025* | $107.17 billion |
*Projected
- There are 107.6 million social buyers in the United States as of 2023.
Many people purchase products and services through social media platforms. According to eMarketers, as of 2023, there will be 107.6 million social buyers in the United States, a 5 million increase from the previous year.
From 2019 to 2023, the number of social buyers in the United States increased by 46.8 million.
Experts predict that the number of social buyers in the United States will reach 114.3 million by the end of 2025.
The following table displays the number of social buyers from 2019 to 2025.
| Year | The number of social buyers |
|---|---|
| 2019 | 60.8 million |
| 2020 | 79.9 million |
| 2021 | 96.9 million |
| 2022 | 102.6 million |
| 2023 | 107.6 million |
| 2024* | 111.2 million |
| 2025* | 114.3 million |
*Projected
- Apparel and accessories are the top retail category by share of social action, with 55.7%.
Many products users buy from social media, but apparel and accessories are the top categories by share of social action in the United States.
The second category comes by share of social action is consumer electronics, with 15.4% of the share.
Here is a table showing the top 10 retail categories in the United States by share of social action.
| Retail Category | Share of Social Action |
|---|---|
| Apparel and Accessories | 55.7% |
| Consumer Electronics | 15.4% |
| Sporting Goods and Equipment | 8.3% |
| Restaurants | 4.1% |
| Toys and Games | 2.7% |
| Arts and collectibles | 2.1% |
| Music, movies, and videos | 1.9% |
| Home and Garden | 1.7% |
| Online retail | 1.6% |
| Furniture, appliances, and equipment | 1.5% |
- Facebook’s overall social commerce add-to-cart conversion rate is 34.10% in the United States.
According to Grin, Facebook has the most overall social commerce add-to-cart conversion rate in the United States.
Facebook is followed by Instagram, Pinterest, and Twitter, with 16.90%, 6%, and 5.50%, respectively.
Here is a table showing the total breakdown of social commerce add-to-cart conversion rate in the United States.
| Social Media Platform | Overall Conversion Rate | Upper-Funnel Conversion Rate | Lower-Funnel Conversion Rate |
|---|---|---|---|
| 34.10% | 30.10% | 38.50% | |
| 16.90% | 7% | 36.40% | |
| 6% | 5.70% | 7.70% | |
| 5.50% | 3.80% | 8.70% | |
| YouTube | 5.40% | 4.90% | 7.80% |
| TikTok | 3% | 2.60% | – |
| Snapchat | 1.70% | 1.80% | 1.50% |
Source: Grin, Sprout Social.
Social Media Video Statistics
When it comes to social media marketing, it’s essential to understand the value of video. Over the past few years, social media videos have captured the attention of many users.
I’ve compiled all the critical statistics related to social media videos in this section.
- Short-form video content on social media is 2.5 times more engaging than any other content.
On social media, short-form videos, typically less than a minute in length, are gaining attention from 66% of consumers due to their brevity and authenticity.
Short-Form videos are highly shareable and 2.5 times more engaging than longer videos. Additionally, 34% of consumers appreciate the more genuine nature of the shorter form.
- 91% of businesses will use video marketing in 2023.
According to Wyzowl, video marketing was the most popular among businesses in 2023, with 91% of them using it–a 5% increase from the previous year.
In 2022, 86% of businesses used videos for their marketing. From 2016 to 2023, video marketing has increased by 30%.
Below is a detailed breakdown of video marketing from 2016 to 2023.
| Year | The Use of video marketing |
|---|---|
| 2016 | 61% |
| 2017 | 63% |
| 2018 | 81% |
| 2019 | 87% |
| 2020 | 85% |
| 2021 | 86% |
| 2022 | 86% |
| 2023 | 91% |
- 96% of marketers say video marketing is essential for their business.
Using video in marketing has become increasingly crucial for businesses. In fact, since 2019, over 90% of marketers believe video marketing is a vital element of their overall marketing strategy.
The following table shows the percentage of businesses that have deemed video marketing an essential component of their marketing strategy from 2015 to 2023.
| Year | Share of Respondents |
|---|---|
| 2015 | 78% |
| 2016 | 88% |
| 2017 | 82% |
| 2018 | 85% |
| 2019 | 91% |
| 2020 | 92% |
| 2021 | 93% |
| 2022 | 92% |
| 2023 | 96% |
- 71% of businesses plan to create more videos for social media marketing in 2023.
There are numerous video types that businesses use for marketing purposes. However, one of the most popular categories is social media videos, with 71% of companies utilizing them.
Other popular types include explainer videos, presentation videos, testimonial videos, and video ads, with usage rates of 70%, 50%, 46%, and 46%, respectively.
Below is a table providing a complete breakdown of this topic.
| Video Type | The percentage of businesses that use it |
|---|---|
| Social Media Videos | 71% |
| Explainer Videos | 70% |
| Presentation Videos | 50% |
| Testimonial Videos | 46% |
| Video Ads | 46% |
| Teaser Video | 42% |
| Sales Video | 40% |
| Product Demo Video | 36% |
| Videographics | 23% |
| Customer Onboarding videos | 21% |
| Customer service videos | 21% |
| Staff training videos | 20% |
| App demo videos | 15% |
| Employee onboarding video | 15% |
- According to 91% of marketers, video increases the understanding of users.
Video marketing has numerous benefits. In fact, 90% of marketers say it can generate leads.
Additionally, 91% of marketers report that video marketing can boost website traffic.
Take a look at all of the benefits of video marketing in 2023.
| Benefits of Video Marketing | Share of Respondents |
|---|---|
| Increased User Understanding | 91% |
| Increased Brand Awareness | 95% |
| Increased Traffic | 91% |
| Increased Leads | 90% |
| Increased Sales | 87% |
| Increased Dwell Time | 87% |
| Reduced Support Queries | 53% |
| Give them Good ROI | 92% |
Source: Sprout Social, Forbes, Wyzowl.
Influencer Marketing Statistics
Influencer marketing can significantly boost your sales and engagement rate, as social media users tend to trust and follow popular influencers’ recommendations when buying products and services.
Here are some of the key statistics regarding influencer marketing:
- 50% of millennials believe in influencers’ product recommendations.
A significant proportion of Millennials (50%) now trust product recommendations from social media influencers more than their favorite celebrities (38%).
This development highlights the growing influence of social media in shaping consumer behavior.
The main reason behind this trust is authenticity: 88% of millennials value authenticity in the influencer they follow.
- Influencer marketing will reach $21.1 billion by the end of 2023.
Influencer marketing is essential for any brand or business. Its market value grew from $1.7 billion in 2016 to $9.7 billion in 2020, significantly increasing to $13.8 billion in 2021, suggesting a steady growth.
In 2022, the industry expanded to an impressive $16.4 billion, and influencer marketing is expected to reach $21.1 billion by the end of 2023.
A table shows the global market size of influencer marketing from 2016 to 2023.
| Year | The market size of influencer marketing |
|---|---|
| 2016 | $1.7 billion |
| 2017 | $3 billion |
| 2018 | $4.6 billion |
| 2019 | $6.5 billion |
| 2020 | $9.7 billion |
| 2021 | $13.8 billion |
| 2022 | $16.4 billion |
| 2023* | $21.1 billion |
*Projected
- 28% of affiliate marketers use bloggers as influencers for marketing.
Based on a study by Influencer Marketing Hub, bloggers are the top choice for affiliate campaigns, with 28% of affiliate marketers utilizing them.
Review and coupon sites are preferred by 19% and 15% of affiliate marketers, respectively.
The study provides a comprehensive analysis of these findings.
| Influencer Usage for Affiliate Campaign | Share of Respondents |
|---|---|
| Bloggers | 28% |
| Review Sites | 19% |
| Coupon Sites | 15% |
| Newsletters | 7% |
| Editorial Sites | 6.5% |
| Other | 23% |
- Marketers will spend $4.62 billion on influencers in the United States by the end of 2023.
The spending on influencers is increasing year by year in the United States. In 2022, marketers spent $4.14 billion on influencer marketing, which was $0.45 billion more than in 2021.
A table shows the total spending of marketers on influencers from 2019 to 2023.
| Year | Spending on Influencers |
|---|---|
| 2019 | $2.42 billion |
| 2020 | $2.76 billion |
| 2021 | $3.69 billion |
| 2022 | $4.14 billion |
| 2023 | $4.62 billion |
- Over 90% of users regularly engage with influencers on YouTube, Instagram, TikTok, and Snapchat.
People in the United States, Germany, and the United Kingdom engage with influencers on various social media platforms, including YouTube, Instagram, Snapchat, and TikTok.
However, most people (95%) primarily engage with influencers on YouTube and TikTok, while 94% of users engage with influencers on Instagram weekly.
A table displays the percentage of consumers who engage with influencers every week in Germany, the United Kingdom, and the United States.
| Social Media Platform | The percentage of users who engage with influencers weekly |
|---|---|
| YouTube | 95% |
| TikTok | 95% |
| 94% | |
| Snapchat | 92% |
| 87% | |
| Twitch | 83% |
| Triller | 75% |
- 79% of influencer marketers in the United States say measuring campaign performance is their biggest challenge.
Based on eMarketer’s research, influencer marketers encounter several daily challenges.
The foremost obstacle is measuring campaign performance, followed by determining influencer ROI, which 76% of marketers reported as challenging.
Please see the table below for an overview of influencer marketers’ top challenges.
| Top Challenges | Share of Respondents |
|---|---|
| Measurement | 79% |
| ROI | 76% |
| Using newer channels, such as TikTok and Twitch | 63% |
| Finding the right influencers | 59% |
| Knowing the latest trends to stay up to date | 50% |
| Building an always-on strategy | 48% |
| Legal compliance and discourse | 42% |
- 93% of markets prefer Instagram for influencer marketing in the United States.
Based on Statista’s report, Instagram is the most popular social media platform for influencer marketing in the United States. TikTok, with 68% following it.
In addition, 68% of marketers prefer Facebook, while 48% choose YouTube.
You can see the complete breakdown of the preferred social media platforms of marketers in the United States in the table below.
| Social Media Platform | Share of Respondents |
|---|---|
| 93% | |
| Instagram Stories | 83% |
| TikTok | 68% |
| 68% | |
| YouTube | 48% |
| Instagram Reels | 36% |
| 35% | |
| 32% | |
| Snapchat | 26% |
| Blogs | 25% |
| Twitch | 13% |
Source: Influencer Marketing Hub, Sprout Social, Forbes.
Bonus: If you wish to seek professional help for influencer marketing, here are best influencer marketing agencies in India that can help you with your reach.
Social Media Marketing Statistics By Platform
There are numerous social media platforms globally. However, it is essential to identify the ones that can provide optimal benefits or be more helpful for your needs.
Continue reading this section to identify these platforms. Here, you will find a compilation of the most effective social media platforms for marketing purposes.
Facebook Statistics
- Around 90% of marketers use Facebook for their marketing campaigns.
Facebook boasts the highest number of users among all social media platforms, with a staggering 2,958 million users.
As of 2023, Facebook is expected to be used by 70% of adult Americans. Breaking down the demographics of Facebook users, 56.6% are male, and the remaining 43.4% are female.
Moreover, 25% of Facebook users in the United States fall within the age range of 25 to 34.
The average Facebook user spends around 33 minutes on the platform in the United States daily.
- In the United States, 186.4 million Facebook users are there as of 2023.
According to Data Reportal, The United States ranks second in the number of Facebook users.
India has the most Facebook users, with 369.9 million as of 2023. In third place comes Indonesia, with 135.1 million users.
Here is a total breakdown of Facebook users by country.
| Top Country | The Number of Facebook Users |
|---|---|
| India | 369.90 million |
| The United States | 186.40 million |
| Indonesia | 135.10 million |
| Brazil | 114.20 million |
| Mexico | 93.30 million |
| Philippines | 91.90 million |
| Vietnam | 75.60 million |
| Bangladesh | 54.20 million |
| Thailand | 51.60 million |
| Egypt | 47 million |
TikTok Statistics
- TikTok has more than 1 billion users worldwide.
TikTok has a slightly higher percentage of female users (54.1%) than male users (45.9%).
The largest age group on the platform is 18 to 24 years old, which makes up 38.9% of TikTok’s user base.
According to Sprout Social, most TikTok users (78.9%) use the platform to watch entertaining content.
- An average user spends 19 hours and 8 minutes on TikTok worldwide.
According to Data Reportal, TikTok users in the United Kingdom spend the most time using the app, averaging 27 hours and 3 minutes per month.
Russia is close behind with an average of 26 hours and 3 minutes per month, while TikTok users in the United States spend an average of 25 hours and 6 minutes on the app.
The table below shows the top countries in terms of monthly TikTok usage.
| Top Countries | Monthly hours spent on TikTok |
|---|---|
| The United Kingdom | 27 hours and 3 minutes |
| Russia | 26 hours and 3 minutes |
| The United Kingdom | 25 hours and 6 minutes |
| Germany | 23 hours and 6 minutes |
| Australia | 23 hours and 4 minutes |
| Mexico | 23 hours and 4 minutes |
| Canada | 22 hours and 6 minutes |
| France | 21 hours and 1 minute |
| Brazil | 20 hours and 2 minutes |
| Worldwide | 19 hours and 6 minutes |
| Turkey | 18 hours and 8 minutes |
| South Korea | 16 hours and 9 minutes |
| Singapore | 16 hours and 3 minutes |
| Argentina | 14 hours and 7 minutes |
Source: Sprout Social, Data Reportal.
Instagram Statistics
- 33% of marketers say Instagram offers the highest ROI of all social media platforms.
In the world of apps that provide multiple selling options, it’s natural to want to know which features are most utilized.
According to HubSpot, the most popular selling feature is Instagram Shops, used by 22% of social media marketers, followed by Facebook Shops at 21% and Instagram Live Shopping at 19%.
Facebook came in second place, with 25% of marketers voting it as the highest generator of ROI.
- Instagram has 2 billion users globally as of 2023.
Of all the users, 50.6% are male, and 49.4% are female. The majority of Instagram users, 61.2%, fall between the ages of 18 to 34.
Regarding users’ time on Instagram, 30% is spent watching reels. Instagram has a high engagement rate, four times higher than Facebook’s.
Due to these factors, 29% of social media marketers plan to invest in Instagram over other social media platforms.
- India has the most Instagram users, with 326.6 million as of 2023.
Based on a report by Data Reportal, the number of Instagram users in the United States is 168.6 million, earning the country second place, with India in the lead.
Brazil takes third place, with 132.6 million Instagram users, followed by Indonesia, Turkey, Japan, Mexico, and Germany, with 106 million, 56.4 million, 54.7 million, 43.8 million, and 33.8 million users, respectively.
LinkedIn Statistics
- LinkedIn has over 900 million members as of 2023.
Of these members, 56.8% of members are males, while the remaining 43.2% are females.
The United States is the leading market for LinkedIn, with 199 million members.
Globally, more than 63 million companies have profiles on LinkedIn, ranging from tech giant Google to small businesses.
In the United States, 16.2% of LinkedIn members use the platform daily, while 48.5% use it once a month.
- LinkedIn advertising reach is 16.4% worldwide.
According to Data Reportal, LinkedIn ads can reach up to 16.4% of the global population.
The countries with the highest LinkedIn ad reach rates are the United Arab Emirates at 88% and the Netherlands at 76.8%.
Despite having the most significant LinkedIn members, the United States ranks third with a 75.3% reach rate.
Singapore, Ireland, Canada, Australia, and the United Kingdom follow with 73.8%, 72.4%, 69.9%, 67.8%, and 67.2% reach rates, respectively.
Pinterest Statistics
- 445 million people use Pinterest monthly.
Among Pinterest users, 76.7% are women, 15.3% are men, and 8% are unspecified users.
Sprout Social reports that Pinterest is the second most visited website in the United States.
45% of Pinterest users have a household income of over $100K, while 21% earn $30K or less.
- The United States has 90.1 million active Pinterest users as of 2023.
According to Data Reportal, the United States has the highest number of Pinterest users worldwide.
Brazil comes in second place with 34.2 million Pinterest users, followed by Mexico, Germany, France, and The United Kingdom, with 23.6 million, 16.8 million, 12.7 million, and 10.1 million, respectively.
Twitter Statistics
- Twitter has 556 million users worldwide.
Sprout Social reports that 53% of Twitter users utilize the platform to stay up-to-date with the latest news.
Additionally, men account for 63% of Twitter users, while women account for 37%. Twitter is a popular social media platform in the United States, with adults spending an average of 34.8 minutes.
However, despite its wide use, 71% of marketers desire to decrease their time spent on Twitter by 2023.
- In the United States, there are 64.9 million Twitter users as of 2023.
As previously discussed, there are currently 556 million Twitter users worldwide, with 64.9 million in the United States.
Japan has the second highest number of Twitter users at 51.8 million, followed by Brazil with 16.6 million users.
The United Kingdom, India, Indonesia, and Turkey have 16.1 million, 15 million, 14.8 million, and 13.8 million Twitter users, respectively.
YouTube Statistics
- YouTube has more than 2.5 billion users.
As of 2023, YouTube boasts over one-third of the world’s population as users.
Of these users, 54.4% are male, while 45.6% are female. The most significant portion of YouTube’s user base falls within the 25-34 age range, accounting for 522.5 million users, or 20.7%.
YouTube Shorts, a popular feature, garners 30 million daily views worldwide.
Users spend an average of 19 minutes daily on the platform, with 90% of this time coming from mobile devices.
- In the United States, 246 million YouTube users are there as of 2023.
India has the highest number of YouTube users worldwide, with 467 million. The United States comes in second place. Get more insights on YouTube creator statistics here.
Brazil boasts 142 million YouTube users in third place, followed by Indonesia, Mexico, Japan, and Pakistan, with 139 million, 81.8 million, 78.4 million, and 71.7 million, respectively.
Source: Sprout Social, Data Reportal.
Related Reads:
