Social Media 2024 Roundup: Trends, Stats, and Platform Highlights

The year 2024 was transformative in the world of social media to say the least, with platforms evolving to meet the demands of a growing and increasingly diverse user base. With over 5.22 billion global users—63.8% of the world's population—social media continues to be a cornerstone of communication, content consumption, and marketing. In this edition of the SocialJack blog, we’ll explore the key trends, platform-specific highlights, emerging user behaviors, and marketing insights that defined social media in 2024.

Global Social Media Usage

Social media saw remarkable growth in 2024, with an annual increase of 5.2%, equating to 256 million new users. This upward trajectory underscores its universal appeal and expanding role in daily life. For businesses and content creators, this growth represents both opportunities and challenges: the chance to connect with a larger audience and the necessity to stand out in an increasingly competitive digital space.

Key Platform-Specific Developments

Facebook

With 3.04 billion users, Facebook has retained its title as the largest social networking platform globally. Despite its maturity, the platform achieved consistent growth, making it a key player for businesses targeting diverse demographics.

YouTube

As the leading video-sharing platform, YouTube reached 2.5 billion users in 2024. Its dominance reflects the growing importance of video content in capturing audience attention and driving engagement.

Instagram and WhatsApp

Both platforms achieved the milestone of 2 billion users each. Instagram solidified its position as the go-to for visual storytelling, while WhatsApp remained a leader in personal and business messaging.

TikTok

TikTok’s rapid ascent to 1.5 billion users highlighted the enduring appeal of short-form video content, particularly among younger audiences. Its innovative features and creator-friendly ecosystem continue to set it apart.

Telegram and X (formerly Twitter)

Telegram’s rise to 900 million monthly active users in 2024 underscored its popularity as a secure messaging platform. In contrast, X faced challenges with user retention following its rebranding, maintaining 600 million active users but grappling with growth stagnation.

Emerging Platforms: Threads and Bluesky

Meta’s Threads app gained traction as a "Twitter alternative," amassing 275 million users by April. Meanwhile, Bluesky, with its focus on decentralization, appealed to users seeking greater control over their online interactions, growing to 19 million users post-election.

Emerging User Behaviors and Content Trends

Shift to Private Interactions

Users increasingly favored private messaging platforms like WhatsApp, Snapchat, and Instagram Direct for secure and intimate communication.

Influencer-Driven News

Influencers emerged as key news sources, especially among Gen Z, with 37% of adults aged 18–29 relying on influencers for updates.

Mental Health Concerns

While social media offered benefits like entertainment and connectivity, 75% of Gen Z users reported negative mental health impacts, spurring conversations around responsible usage.

Advertising and Marketing Insights

Social media advertising spend in 2024 was projected to reach $219.8 billion, reflecting its centrality to marketing strategies. Businesses increasingly leaned into influencer marketing, with 25.2% of marketers upping their budgets. Short-form video continued to dominate, driving campaign success through high engagement.

Conclusion

The dynamic changes in social media during 2024 reinforced its significance as a tool for connection, creativity, and commerce. For brands and creators, staying ahead of these trends is essential for meaningful engagement and success in an ever-evolving digital landscape.

How can these trends impact your social media strategy? Let SocialJack Media help you navigate the complexities of social media to ensure your business thrives in 2024 and beyond.

For expert guidance in social media strategy and management, contact SocialJack Media today!