If you ever want to feel like an obsolete appliance—something just a little past its prime, like a fax machine or a salad spinner—ask a teenager what’s trending on social media. You’ll be met with a sigh so deep and disappointed you’ll wonder if they’ve just learned they were adopted. The truth is, social media has long since transcended the realm of mere distraction; it’s now an unstoppable force of nature, shaping consumer behavior, brand loyalty, and whatever algorithm determines whether you see an ad for a new vacuum or a pair of orthopedic sneakers.
As of October 2024, over 5.22 billion people—roughly 63.8% of the global population—have willingly surrendered themselves to the infinite scroll, their thumbs now conditioned to flick upwards in a motion as reflexive as breathing. The average person spends more than two hours a day on social media, which, when you think about it, is just enough time to convince yourself you need a $90 water bottle that promises to track your hydration levels but will mostly sit on your desk, judging you.
Marketers, of course, are paying attention. They see opportunity in everything—from AI-driven personalization (which is a fancy way of saying “we know what you bought last summer”) to live shopping events that turn the simple act of browsing into a high-stakes game show. Platforms like Facebook, Instagram, and LinkedIn continue their reign, despite being the social media equivalents of reliable but slightly embarrassing relatives—still relevant, but you wouldn’t necessarily brag about them at a party.
The takeaway here is that businesses, whether they like it or not, need to have a strategy. Consumers now expect brands to not only sell them things but to do so with speed, wit, and a deep understanding of memes. This article delves into the latest statistics on social media marketing, highlighting the ways it influences brand loyalty, advertising growth, and the impulse purchases we all justify as “self-care.” Because in the ever-changing world of digital marketing, if you’re not keeping up, you’re falling behind—and nobody wants to be the MySpace of modern business.
- Global Social Media Usage: As of October 2024, 63.8% of the world’s population uses social media, with an average daily usage of 2 hours and 19 minutes. smartinsights.com
- Leading Platforms for Marketers: In 2024, approximately 86% of marketers worldwide utilized Facebook for marketing purposes, followed by Instagram (79%) and LinkedIn (65%). statista.com
- Benefits of Social Media Marketing: Over four in five marketers globally cited increased exposure as a leading benefit of social media marketing in 2024. statista.com
- Consumer Recommendations: 71% of consumers are likely to recommend a brand if they had a positive social media experience with it. sprinklr.com
- Influence on Purchasing Decisions: 75% of internet users access social media to research product offerings by brands. sprinklr.com
- Social Media Advertising Growth: The global social media advertising market is expected to grow from $228 billion in 2024 to about $256.5 billion in 2025. synup.com
- User-Generated Content (UGC) Impact: 60% of consumers believe UGC is the most authentic and influential form of content when making purchasing decisions. elpais.com
- AI Integration in Marketing: The integration of AI in marketing is enhancing personalization, scalability, and data management, leading trends in digital marketing for 2025. elpais.com
- Live Shopping Success on TikTok: Beauty brand P Louise achieved $2 million in sales within 12 hours during a live shopping event on TikTok Live. thetimes.co.uk
- Influencer Marketing Adoption: Globally, 86% of brands planned to use influencer marketing in 2024. en.wikipedia.org
- Social Media as a Product Discovery Platform: Social media is the most preferred product discovery platform for consumers aged 18 to 44. hubspot.com
- Content Repurposing by Marketers: 48% of social media marketers share similar or repurposed content across platforms with minor modifications or adaptations. hubspot.com
- Short-Form Video Effectiveness: 93% of marketers acknowledge that short-form videos are effective in attracting more customers. hubspot.com
- Social Media Engagement: 90% of social media marketers say building an active online community is crucial to a successful social media strategy. hubspot.com
- Consumer Expectations for Brand Responses: 40% of consumers want a response from brands within an hour on social media, while 79% expect a response within 24 hours. sprinklr.com
- Influence of Positive Social Media Experiences: 62% of millennials are more likely to become loyal customers of brands that engage them on social networking platforms. sprinklr.com
- Impact of Social Media on Brand Perception: In a 2022 survey, 73% of U.S. participants indicated positive brand perception linked to social media promotions. sprinklr.com
- Time Spent on Social Media: As of October 2024, the average daily time spent using social media is 2 hours and 20 minutes. smartinsights.com
- Social Media User Base: There were 5.22 billion social media users around the world at the start of October 2024, equating to 63.8% of the total global population. datareportal.com
- Social Media’s Role in Product Research: About 75% of internet users access social media to research product offerings by brands. sprinklr.com
- Influence of Social Media on Purchasing Decisions: According to a joint study by PYMNTS-AWS, of the 77 million customers who use Facebook to explore products and read reviews, 24% go on to buy something as a result of their research. sprinklr.com
- Impact of Positive Social Media Experiences: 71% of consumers are likely to recommend a brand if they had a positive social media experience with it. sprinklr.com
- Consumer Spending Linked to Social Media Engagement: Customers spend 20–40% more on brands that respond to customer service requests on social media. sprinklr.com
- Social Media’s Influence on Brand Loyalty: 62% of millennials are more likely to become loyal customers of brands that engage them on social networking platforms. sprinklr.com
- Consumer Expectations for Brand Responses on Social Media: 40% of consumers want a response from brands within an hour while 79% expect a response within 24 hours. sprinklr.com
- Global Social Media Users: As of October 2024, there are 5.22 billion social media users worldwide, accounting for 63.8% of the global population. datareportal.com
- Average Daily Social Media Usage: Users spend an average of 2 hours and 19 minutes per day on social media platforms. smartinsights.com
- Facebook’s Marketing Reach: In 2024, approximately 86% of marketers worldwide utilized Facebook for marketing purposes. statista.com
- Instagram’s Marketing Adoption: Around 79% of marketers incorporated Instagram into their marketing strategies in 2024. statista.com
- LinkedIn’s Marketing Usage: In 2024, 65% of marketers used LinkedIn for marketing purposes. statista.com
- Increased Exposure as a Benefit: Over four in five marketers globally cited increased exposure as a leading benefit of social media marketing in 2024. statista.com
- Social Media for Product Research: Approximately 75% of internet users access social media to research product offerings by brands. sprinklr.com
- Influencer Marketing Adoption: Globally, 86% of brands planned to use influencer marketing in 2024. en.wikipedia.org
- User-Generated Content (UGC) Impact: 60% of consumers believe UGC is the most authentic and influential form of content when making purchasing decisions. elpais.com
- AI Integration in Marketing: The integration of AI in marketing is enhancing personalization, scalability, and data management, leading trends in digital marketing for 2025. elpais.com
- Live Shopping Success on TikTok: Beauty brand P Louise achieved $2 million in sales within 12 hours during a live shopping event on TikTok Live. thetimes.co.uk
- Social Media Advertising Market Growth: The global social media advertising market is expected to grow from $228 billion in 2024 to about $256.5 billion in 2025. synup.com
- Consumer Recommendations: 71% of consumers are likely to recommend a brand if they had a positive social media experience with it. sprinklr.com
- Influence on Purchasing Decisions: According to a joint study by PYMNTS-AWS, of the 77 million customers who use Facebook to explore products and read reviews, 24% go on to buy something as a result of their research. sprinklr.com
- Short-Form Video Effectiveness: 93% of marketers acknowledge that short-form videos are effective in attracting more customers. hubspot.com
- Content Repurposing by Marketers: 48% of social media marketers share similar or repurposed content across platforms with minor modifications or adaptations. hubspot.com
- Social Media Engagement: 90% of social media marketers say building an active online community is crucial to a successful social media strategy. hubspot.com
- Consumer Expectations for Brand Responses: 40% of consumers want a response from brands within an hour on social media, while 79% expect a response within 24 hours. sprinklr.com
- Influence of Positive Social Media Experiences: 62% of millennials are more likely to become loyal customers of brands that engage them on social networking platforms. sprinklr.com
- Impact of Social Media on Brand Perception: In a 2022 survey, 73% of U.S. participants indicated positive brand perception linked to social media promotions. sprinklr.com
- Time Spent on Social Media: As of October 2024, the average daily time spent using social media is 2 hours and 20 minutes. smartinsights.com
- Social Media User Base: There were 5.22 billion social media users around the world at the start of October 2024, equating to 63.8% of the total global population. datareportal.com
- Social Media’s Role in Product Research: About 75% of internet users access social media to research product offerings by brands. sprinklr.com
- Influence of Social Media on Purchasing Decisions: According to a joint study by PYMNTS-AWS, of the 77 million customers who use Facebook to explore products and read reviews, 24% go on to buy something as a result of their research. sprinklr.com
- Impact of Positive Social Media Experiences: 71% of consumers are likely to recommend a brand if they had a positive social media experience with it. sprinklr.com
If you ever doubted the power of social media, consider this: it has somehow convinced millions of people that a stranger on the internet knows more about skincare than their own dermatologist. The latest statistics confirm what we already suspected—social platforms are shaping consumer behavior, brand trust, and, for better or worse, our collective attention spans.
Marketers, of course, are scrambling to keep up, clutching their trend reports like life vests in an ocean of AI-powered content, influencer endorsements, and user-generated everything. The modern consumer no longer browses; they research, engage, and crowdsource opinions on products as if purchasing a water bottle requires the same level of due diligence as adopting a child. Brands that respond quickly, seem vaguely authentic, and make data-driven decisions without appearing like they’re trying too hard will, naturally, win.
At Insivia, we understand that social media is more than just a chaotic digital flea market—it’s an opportunity to forge real connections and drive business growth (preferably without making people want to unfollow you). Whether it’s crafting strategic content, running performance-driven ads, or finding new ways to engage audiences without being aggressively annoying, we help brands make the most of these ever-evolving platforms. The future belongs to those who embrace the trends, refine their strategies, and accept that at any given moment, their brand’s fate may rest in the hands of a 19-year-old TikTok reviewer named Skylar.
Written by: Tony Zayas, Chief Revenue Officer
In my role as Chief Revenue Officer at Insivia, I am at the forefront of driving transformation and results for SaaS and technology companies. I lead strategic marketing and business development initiatives, helping businesses overcome plateaus and achieve significant growth. My journey has led me to collaborate with leading businesses and apply my knowledge to revolutionize industries.