Social media trends: the 2024 data and the trends that shaped the sector
Alessandro Papa10 min read
IN SHORT
This report analyses the social media trends of 2024: usage data, how Facebook, Instagram, X and TikTok performed, emerging trends and forecasts for social media marketing. Key findings include the growth of short-form video, the ever-larger role of social commerce and concerns about the impact of social media on mental health.
Topic of our service Social Media & Content
Summary
This report offers an in-depth analysis of social media trends in 2024, including usage data, emerging trends and forecasts for social media marketing in 2024. Some of the most significant findings include the continued growth of short-form video content, the expanding role of social commerce and persistent concerns about the impact of social media on mental health. The report also looks at expert forecasts and analysis of potential developments in social media for 2025, such as greater AI integration and the rise of niche communities.
Social media use in 2024
2024 saw continued growth in social media use, consolidating its position as a dominant force in the digital world. In October 2024, 5.22 billion people worldwide were active social media users, representing 63.8% of the global population. That’s an increase of 256 million users on the previous year, with an average of 8.1 new users joining social media every second. Notably, this growth rate outpaces that of the global population, highlighting the increasing importance of social media worldwide. The number of internet users globally reached 5.52 billion, further underlining the widespread adoption of digital technologies.
The data shows that in 2024 there were 259 million more social media users than the previous year, indicating year-on-year growth of 5.4%. Despite this overall growth, the average daily time internet users spend on social media dipped slightly to 143 minutes. However, it’s worth noting that globally people still spend an average of 2 hours and 20 minutes a day on social media. This suggests a potential shift in user behaviour, with people becoming more selective in their social media consumption and potentially engaging more deeply with specific platforms or content formats.
Overview of the main social platforms in 2024
Let’s look at the main social platforms in 2024, such as Facebook, Instagram, Twitter (X) and TikTok, assessing their growth and their impact on social media marketing.
Facebook kept its position as the leading social media platform in 2024, with 3.07 billion monthly active users (MAU). As well as its MAU, Facebook averages 2.11 billion daily active users (DAU). The platform’s dominance can be attributed to its wide range of features, its huge user base and its continued relevance to many aspects of online life, including communication, news consumption and social commerce.
To understand Facebook’s user base better, let’s look at the demographics by age:
| Age group | Percentage of Facebook users |
|---|---|
| 13-17 | 2.9% |
| 18-24 | 18.1% |
| 25-34 | 25.7% |
| 35-44 | 18.1% |
| 45-54 | 13.6% |
| 55-64 | 11% |
| 65+ | 10.6% |
Instagram continued to thrive in 2024, with over 2 billion MAU. The platform’s visual approach and focus on aesthetics have proved popular with users, particularly young people. Instagram’s emphasis on influencer marketing and social commerce has further consolidated its position as a key player in the social media landscape. On this very subject, we recently published an article on how to optimise your Instagram strategy.
Twitter (X)
In contrast to Facebook’s continued dominance, Twitter, renamed X, saw its MAU fall in 2024 to around 335.7 million. This decline is probably due to changes in ownership, platform policies and content moderation practices. Despite the challenges, X remains a significant platform for spreading news, public debate and real-time updates.
Here’s a breakdown of why people use Twitter:
| Reason | Percentage of Twitter users |
|---|---|
| Getting the latest news | 48% |
| Entertainment | 48% |
| Keeping in touch with friends and family | 34% |
| Following brands/companies | 33% |
| Building their professional network | 14% |
| Other purposes | 12% |
TikTok
TikTok has emerged as the fastest-growing social media platform, with an estimated 2.05 billion users in 2024, up 6.7% on the previous year. The platform’s short-form video format, its emphasis on creativity and its algorithm-driven content discovery have captivated users worldwide, especially among younger generations. TikTok’s influence extends beyond entertainment, with growing use for product discovery, education and social commerce. Although TikTok has seen remarkable growth, it’s worth clarifying that its MAU currently stands at 1.04 billion. Do you know the different ad formats available on TikTok?
| Platform | Monthly active users (millions) |
|---|---|
| 3,070 | |
| YouTube | 2,500 |
| 2,000 | |
| 2,000 | |
| TikTok | 1,580 |
| 1,340 | |
| Facebook Messenger | 1,010 |
| Telegram | 900 |
| Snapchat | 800 |
| Douyin | 755 |
Key social media trends in 2024
The rise of short-form video
Short-form video content continued its rise in 2024, driven by platforms such as TikTok, Instagram Reels and YouTube Shorts. The concise, engaging nature of these videos fits with shorter attention spans and growing mobile content consumption. The rapid adoption of 5G technology has further fuelled this trend by enabling faster video consumption and seamless viewing. Short-form video has evolved from a mainly entertainment-led trend into a crucial component of social media marketing strategies. It has become a powerful tool for storytelling, product marketing and audience engagement.
Social commerce
Social commerce is one of the most significant social media trends of 2024. Platforms such as Facebook, Instagram and TikTok have integrated shopping features, letting users discover and buy products directly within their social feeds. This trend is driven by the growing preference for online shopping and the seamless integration of commerce into social media experiences. Social commerce lets businesses convert customers where they already are, removing friction from the buying process and capitalising on social proof and recommendations. Studies indicate that a significant percentage of users are more likely to buy products and services based on referrals on social media.
Impact on mental health
The impact of social media on mental health remained a major concern in 2024. Studies have indicated a correlation between heavy social media use and increased risks of depression, anxiety and loneliness. Cyberbullying, a significant problem among teenagers, further contributes to the negative effects of social media on mental health. This highlights the need for responsible social media consumption, awareness of the potential mental health implications and strategies to mitigate the negative effects. Particularly worrying is the finding that children and teenagers who spend too much time on social media are at greater risk of experiencing these mental health problems.
Other trends
As well as the key trends discussed above, several other notable developments shaped the social media landscape in 2024:
| Trend | Description |
|---|---|
| AI as a game changer | Artificial intelligence is increasingly used to personalise social media experiences and optimise marketing strategies. |
| TikTok's continued popularity | TikTok's growth and influence are expected to continue, driven by its engaging content format and innovative features. |
| Social media for search | More and more people are using social media platforms for online searches, challenging the dominance of traditional search engines. |
| Engagement with full-screen content | Full-screen posts and videos are getting more attention and engagement on platforms such as Instagram and TikTok. |
| Growth of YouTube Shorts | YouTube Shorts, a TikTok competitor, is growing rapidly and attracting a large user base. |
| Brand interaction | Brands are increasingly interacting with users on social media, fostering relationships and building communities. |
| Nostalgia marketing | Nostalgia is being used as a powerful marketing strategy, evoking positive emotions and connecting with users on a personal level. |
Community building has also become a crucial aspect of social media strategies. Brands are recognising the importance of fostering active online communities to improve engagement, build relationships and cultivate brand loyalty. AI-powered chatbots are also increasingly being used to reply to messages and provide customer support on social media. This trend reflects the growing demand for efficient, personalised customer service in the digital world.
Another notable trend is the shift towards authentic, long-form content and personalised connections on social media. While short-form video remains dominant, there is a growing appreciation for longer, more in-depth content that fosters authentic interactions and builds stronger relationships with the audience.
Forecasts for 2025
Continued dominance of short-form video
Short-form video is expected to keep its dominance in 2025, with platforms further refining their algorithms and features to improve content discovery and engagement. The accessibility of video creation tools and the rise of AI-powered editing capabilities will further contribute to the spread of short-form video content.
Better AI integration
AI is expected to play an even more significant role in social media in 2025. AI-powered tools will be used for content creation, audience targeting and social listening, letting brands personalise their social media strategies and optimise their reach. However, concerns about the authenticity and ethical implications of AI-generated content will need to be addressed.
The rise of niche communities
The trend towards niche communities is expected to accelerate in 2025. Users will increasingly gravitate towards smaller, more focused online communities where they can connect with like-minded people and have meaningful interactions. This trend is driven by the desire for deeper connections, shared interests and a sense of belonging in the vast and often overwhelming world of social media. Brands will need to adapt their strategies to reach and engage these niche communities effectively, understanding their unique characteristics, values and communication styles.
Emphasis on authenticity and transparency
Authenticity and transparency will be essential in 2025. Users will demand genuine content, relatable creators and brands that prioritise ethical practices and open communication. Building trust and fostering authentic connections will be crucial to success in the evolving social media landscape.
Specialisation of social media roles
As social media continues to evolve and become more complex, roles within social media teams are expected to become more specialised. This specialisation will let people focus on specific platforms, content formats or strategic areas, such as community management, content creation or data analysis. This shift reflects the growing demands of social media management and the need for expertise in specific areas to navigate the changing landscape effectively.
Research steps
The information in this report was gathered through a thorough research process, which included the following steps:
- Identifying relevant reports: We began by looking for reliable reports and analyses on social media use and trends for 2024. This involved exploring industry publications, market research databases and academic journals.
- Gathering data on the main platforms: We collected data on the growth and use of the main social media platforms, including Facebook, Instagram, Twitter, TikTok and others. This data came from platform reports, industry statistics databases and social media analytics tools.
- Analysing trends: We analysed trends in social media use during 2024, such as the rise of short-form video, the use of social media for e-commerce and the impact of social media on mental health. This analysis involved reviewing research papers, expert opinions and social media commentary.
- Forecasts for 2025: Based on the trends identified, we made forecasts about potential developments in social media for 2025. This involved considering factors such as technological advances, economic conditions and social and political change.
- Expert opinions: We looked for expert opinions and forecasts on the future of social media in 2025. This involved reviewing industry publications, attending conferences and consulting social media experts.
Conclusions
Social media trends in 2024 point to a constantly evolving landscape. To succeed in social media marketing in 2024, it’s essential to understand the impact of social media, adapt to new trends and make the most of the opportunities the platforms offer. The rise of short-form video, the expansion of social commerce and continuing concerns about mental health highlight how dynamic the social media landscape is. These trends have significant implications for businesses and individuals. Businesses can take advantage of the popularity of short-form video by creating engaging content that resonates with their target audience. They can also capitalise on the growth of social commerce by building shopping features into their social media strategies. Businesses also need to be aware of the potential impact of social media on mental health and promote responsible use among their employees and customers.
Looking ahead to 2025, AI integration, niche communities and an emphasis on authenticity will shape the future of social media. Businesses and individuals will need to adapt and navigate this ever-changing digital world by staying informed about emerging trends, prioritising ethical practices and fostering authentic connections. By understanding the evolving dynamics of social media, businesses can harness its power to connect with their audience, build customer loyalty and achieve their marketing goals. Individuals can use social media to stay connected, informed and entertained, while bearing in mind its potential impact on their mental health and wellbeing.
Sources:
Global Social Media Statistics — DataReportal
Internet and social media users in the world 2024 | Statista
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