2024 Social Media Study: Trends and Comparisons to The 2023 Study 

In this year’s Social Media Study, we put over 1 million professional social media accounts under the magnifying glass, analyzing 33+ million posts across 9 social media platforms. Why? To reveal the evolution of social media platforms with our previous study’s results. 

  • What are the most effective social networks, according to your objectives? 
  • Have our 2023 social media predictions ring true? 
  • Are Instagram Reels still the platform’s star? 
  • Have brands maintained interactions and engagement? 
  • How have X’s countless changes affected the platform?

These are some of the questions we wanted to answer when collecting data. 

With the data and insights in hand, dive deeper into the data to compare against your results and draw your own conclusions. 

Download the Study here to access the full report.

Download the FREE 2024 Social Media Networks Study 

Metricool Software, S.L. is responsible for the processing of your data in order to send you the complete data for the Social Media study 2024 and send you communications with news and promotions if you check the box for this purpose. You have the right of access, rectification, deletion, limitation, opposition to treatment and portability. You can exercise your rights at [email protected]. More information in the Privacy policy.

In the study, we observed a clear “quality is key” trend. This reveals that brands focus on keeping their audiences updated with their brand while maintaining consistent engagement and participation. 

In some social networks, like X  and LinkedIn, engagement increased significantly compared to 2023’s data. In X’s case, user engagement increased while brand participation fell. 

Average LinkedIn user interactions increased, as more people were inclined to click, comment, share, or react. 

As a result of active user social media participation, the engagement ratio has also increased significantly on all platforms, except X and TikTok. An aspect that only reaffirms user’s engagement with brands.

Another major conclusion was the importance of short-form videos in brand strategies. This content has grown on all social media networks that have bet on it, Instagram, Facebook, TikTok, and YouTube. We expect short-form videos to continue being a popular trend, and we wouldn’t be surprised if other platforms included this content. 

Download the 2024 Social Media Study to access all the data.

Download the 2024 Social Media Networks Study

with the complete data

Metricool Software, S.L. is responsible for the processing of your data in order to send you the complete data for the Social Media study 2024 and send you communications with news and promotions if you check the box for this purpose. You have the right of access, rectification, deletion, limitation, opposition to treatment and portability. You can exercise your rights at [email protected]. More information in the Privacy policy.

Social Media Study Data

What was the study sample for this data collection? 

We analyzed over 1 million professional accounts on these platforms: YouTube, Facebook, TikTok, Instagram, Facebook, Twitch, Google Business Profile, LinkedIn, Pinterest and X.

For the sample, we extracted data from 118,505 YouTube channels, 91,840 TikTok accounts, 353,670 Instagram accounts, 333,442 Facebook pages, 2,996 Twitch channels, 87,172 Google Business Profile tabs, 38,506 LinkedIn pages, 11,752 Pinterest profiles and 86,913 X accounts.

Meanwhile, we analyzed 10,766,228 YouTube videos, 1,122,168 TikTok videos, 15,365,252 Instagram posts, 6,653,234 Facebook posts, 30,655 Twitch videos, 207,493 Google Business Profile posts, 465,088 LinkedIn posts, 332,393 Pinterest posts, and 2,063,610 X posts.

GRÁFICO 1 (resumen de cuentas y posts por red social). 

Now it’s your turn, let us know in the comments what you thought of the study and which data surprised you the most.

Isabel Romero Isabel Romero , 18 June 2024
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