Social media, an online communication form on platforms like social networking sites and microblogs, facilitates users in sharing information, ideas, and personal content, including videos. While social networking involves users building communities, social media utilizes these platforms to build audiences.

Early forms like USENET in 1979 allowed message exchange, but the Mosaic web browser in 1993 enhanced accessibility. The first web-based social networks, (1995) and (1997) paved the way for the popularity of platforms like Friendster and MySpace, eventually dominated by Facebook.

Various forms of social media, such as YouTube and TikTok, emerged for content sharing. Concerns about negative impacts, including increased depression and loneliness, accompany the rapid growth of social media technology.

To delve deeper into the current state of social media, let’s explore some key statistics:

Social Media Usage Statistics

Following are the top picks on social media usage statistics:

In 2024, social media continues to be a powerhouse for businesses with billions of users on various platforms. Here’s a summary of key statistics:

1. Global Social Media Users (October 2023):

– According to Sprinklr, the global social media user base has reached a staggering 4.95 billion individuals.

2. Social Media Usage:

– 92.7% of Internet users are on social media.

– 9 in 10 Internet users use social media each month.

– Average daily social media usage: 2 hours and 24 minutes per person.

– World spends close to 12 billion hours on social platforms daily.


3. Global Gender Split on Social Media (January 2023):

– 53.6% men, 46.4% women.

4. Most Popular Social Networks (MAU in billions – January 2023):

– Facebook: 3.05

– YouTube: 2.70

– WhatsApp: 2.78

– Instagram: 2.4

– Twitter: 0.528

– Pinterest: 0.463

5. Facebook Statistics (2023):

– Monthly Active Users: 3.05 billion.

– Daily Active Users: 2.09 billion.

– Average revenue per user: $11.23.

– Meta expected revenue for Q4 2023: $36.5-40 billion.

6. YouTube Statistics (2023):

– Monthly Active Users: 2.70 billion.

– YouTube Shorts MAU: 1.5 billion.

7. WhatsApp Statistics:

– Monthly Active Users: 2.78 billion.

– 140 billion messages are exchanged daily.

– 78% of American users access WhatsApp weekly.

8. Instagram Statistics:

– Monthly Active Users: 2.4 billion.

– Reels engagement is 22% higher than other posts.

– Estimated ad revenue in 2023: $397 billion.

9. TikTok Statistics:

– Monthly Active Users: 1.7 billion.

– Estimated ad revenue in 2024: $17.2 billion.

10. Snapchat Statistics:

– Monthly Active Users: 750 million.

– Users come back over 30x per day.

11. Twitter Statistics (2023):

– Monthly Active Users: 550 million.

– Advertising audience reach shrank by -19.8%.

– (Twitter) earned around $2.5 billion in ad revenue in 2023.

12. Social Media Advertising and Engagement Trends (2024):

– Estimated total expenditure on social media advertising in 2024: $300 billion.

– 54% of social media users explore products.

– 50% of display advertising and 25% of digital ad expenditures expected on LinkedIn by 2024.

– Around 90% of marketers believe in the effectiveness of online communities.

13. Social Media Predictions (2024):

– Focus on building sustainable relationships.

– Increased use of AI for insightful data analysis.

– Short-form video dominance.

– Emphasis on personalization and user-generated content.

– Meaningful connections and responsible branding.

– AI updates expected from Meta.

– Integration of AI with caution.

These statistics highlight the significant influence and opportunities for businesses on social media, emphasizing the need for strategic planning and adaptation to emerging trends.

Examples of Top Brands

In analyzing top brands excelling in social media marketing, several noteworthy examples emerge –

1. Slack: Demonstrates inclusivity and engages with diverse demographics through productivity tips and inspirational content.

2. Spotify: Personalizes content with user-specific year-end wrap-ups, connecting emotionally with its massive audience.

3. LEGO: Showcases limitless creativity with user-generated challenges and a blend of nostalgic and innovative content.

4. Nike: Inspires millions through impactful campaigns, focusing on athletes, teams, and social causes, resonating with diverse audiences.

5. Starbucks: Utilizes vibrant visuals to showcase products and engages with customers through giveaways and inclusive campaigns.

6. Shopify: Shares educational content and supports social and environmental causes, fostering connections with its entrepreneurial audience.

Learn about the technique of writing for social media.

7. Square: Prioritizes customer stories, showcasing real businesses and experiences, while actively supporting social movements.

8. Ben & Jerry’s: Balances product promotion with activism, resonating with socially-conscious consumers and fostering brand loyalty.

9. Glossier: Engages with the audience through user-generated content, making consumers feel involved in the brand’s journey.

10. GoPro: Tells compelling stories through diverse social media platforms, strategically tailoring content for maximum engagement.

11. Shutterstock: Inspires creativity with high-quality visuals and embraces innovation, as seen in the introduction of Newsroom by Shutterstock.

12. Wayfair: Showcases products with tips, ideas, and inspiration, utilizing Instagram’s shopping features to boost clicks, leads, and sales.

13. Airbnb: Transforms virtual journeys into dreamy destinations, emphasizing real stories from hosts and travelers to create a genuine brand narrative.

These brands showcase effective social media strategies, engaging diverse audiences and adapting to the evolving digital landscape. Adapting is crucial for businesses to stay relevant and impactful in the dynamic world of social media marketing.


Social media’s evolution has profoundly influenced modern society, connecting individuals and shaping cultural landscapes. Despite its widespread impact and staggering user base, concerns about mental health and well-being persist. It is crucial for platforms to address these issues responsibly, and users must navigate the digital realm mindfully. Analyzing statistics and effective brand strategies reveals the dynamic nature of social media, emphasizing adaptability and creativity in engaging diverse audiences. The ongoing impact of social media on society and business underscores the need for individuals and brands to embrace change and innovation.