Which social media platforms will be relevant in 2024 to achieve your goals? In an increasingly connected world, social media platforms play a crucial role – whether for companies, influencers or private individuals. To make the right choice for your social media strategy, it is essential to know the current trends and statistics.
In this article, we give you an overview of the leading social media apps in 2024, their special features and which target groups you can reach particularly well there.
Social media use in 2024 at a glance
2024 marks another record year in social media usage, with 5.17 billion users worldwide. This figure illustrates the steady increase in the importance of social media platforms in almost all population groups. The average user worldwide spends 2 hours and 24 minutes a day on social networks, while daily usage in Europe is slightly lower at 1.25 hours.
Demographics of social media use in 2024
The age group from 12 to 27 years dominates social media use, with platforms such as TikTok, Instagram and YouTube being particularly popular. The picture is similar in Germany, with young users being particularly active. At the same time, the importance of older age groups is growing and they are increasingly turning to platforms such as Facebook and LinkedIn.
Corporate use of social media in 2024
Social media platforms offer indispensable marketing opportunities for companies. Influencer marketing, paid ads and organic content are important components of successful social media strategies. In particular, the increasing user interaction and dwell time on platforms such as Instagram, TikTok and YouTube offer companies the opportunity to address their target group in a targeted manner and increase engagement.
Increasing commitment and new technologies in 2024
Particularly noticeable is the increasing user engagement, which is further encouraged by interactive formats such as stories, reels, TikTok videos and livestreams. In addition, new technologies such as augmented reality (AR) and virtual reality (VR) are playing an increasingly important role in the social media sector, paving the way for innovative advertising formats and user experiences.
The 6 most important social media platforms in 2024
Social networks are constantly evolving, and in 2024 they offer a wide range of opportunities to reach target groups, distribute content and increase engagement. Each platform has its own strengths and target groups, which is why it is crucial for companies and creators to choose the right platform for their marketing strategy. In this overview, we present the most important social media platforms that will continue to be crucial for maximizing reach and visibility in 2024.
TikTok
TikTok has established itself as one of the dominant social media platforms in 2024 and has over over 1.04 billion monthly active users worldwide. In Germany, the app is very popular with around 20 million users. TikTok is the preferred platform for short videos, especially among young people between the ages of 18 and 34. The app impresses with its algorithm, which quickly presents users with personalized content and creates viral trends. For companies, TikTok offers great opportunities to achieve a high reach and interaction rates through creative campaigns and hashtag challenges.
TikTok makes it possible to achieve high visibility within a very short time, which makes it ideal for brands and influencers. Especially in the area of short videos and challenges, which are often creatively developed by users, TikTok creates a high level of user loyalty and is therefore a powerful marketing tool.
Find out more about TikTok for companies in our blog.
YouTube
YouTube will remain one of the most important social media platforms in 2024 and, with with over 2.5 billion monthly active users worldwide enormous reach. YouTube is also extremely popular in Germany, with around 65.7 million internet users regularly accessing the platform. YouTube reaches a broad age group, from teenagers to older adults. The platform offers a diverse mix of entertainment, education and information, which makes it particularly attractive for both creators and companies.
YouTube offers companies numerous opportunities to distribute and monetize content. Companies can develop long-term strategies here to reach their target group directly with creative video content and increase brand awareness. Tutorials, product presentations, testimonials and video blogs are particularly useful here, as they can pick up potential customers at various stages of the customer journey.
For 2024, YouTube will therefore not only remain a central platform for content creators, but also a powerful marketing tool that companies should use to spread their messages in a visually appealing and targeted manner.
Facebook remains the world’s most popular social media platform in 2024 With 3.07 billion monthly active users, Facebook continues to play a key role in the digital ecosystem. The platform is particularly popular with users aged between 25 and 34.
Facebook offers extensive advertising opportunities for companies. With its detailed targeting options, versatile tools such as Facebook groups, events and the marketplace, companies can reach their target group efficiently and implement targeted marketing strategies. Video content, especially Facebook Live, continues to grow in importance as the platform enables companies to interact with their community in real time through interactive videos and strengthen customer loyalty.
Despite the increasing popularity of younger platforms such as TikTok and Instagram, Facebook remains an indispensable platform , especially for companies that focus on a broad and diversified target group. Especially in the area of business-to-business (B2B) marketing and for local companies, Facebook will continue to offer enormous potential for long-term success in the digital world in 2024 thanks to its high user numbers and deep insights into demographic data.
Instagram is with over 2 billion monthly active users one of the most popular social media platforms in 2024. In Germany, around 31.9 million people actively use Instagram. The platform is particularly popular with younger target groups: 31.7% of users are between 18 and 24 years old. The platform offers a wide range of functions, including photos, videos, stories and reels. Reels have established themselves as one of the fastest-growing formats and offer enormous reach potential thanks to the algorithm.
Influencer marketing remains a key element for companies on Instagram. Around 50% of buyers state that they have already learned about new products via the platform, which underlines the relevance of influencers and paid partnerships. In Germany, Instagram is also important for small and medium-sized companies that want to increase their brand awareness and address target groups directly.
In addition, Instagram offers valuable analysis tools that provide insights into the engagement and demographics of followers. This helps companies to optimize their content and adapt it specifically to their target groups.
Find out more Instagram insights in our blog.
Twitter / X
Twitter, known as “X” since its acquisition by Elon Musk in July 2023, has around 586 million monthly active users. Around 15.42 million of these come from Germany.
Users and companies value the platform for its ability to quickly disseminate current topics via hashtags and trends. Retweets and comments enable the immediate, viral distribution of content. News, political discussions and live reporting in particular dominate the platform.
X is ideal for brands and companies that want to provide their followers with timely updates and short, concise messages. With the new focus and features such as longer videos and posts as part of X Premium, the platform will continue to evolve in 2024.
In addition to short tweets with a maximum of 280 characters, which still form the core of communication, the platform is experimenting with longer content in order to increase its appeal for content creators. Nevertheless, the focus remains on crisp and targeted messages, making X a platform of choice for fast, direct communication.
LinkedIn has long since established itself as one of the leading platforms for professional networks and is particularly indispensable in the B2B sector. LinkedIn will have more than 1 billion users worldwide in 2024. The platform is used by professionals, companies and recruiters alike to network, share expertise and implement targeted marketing strategies. LinkedIn is particularly popular for personalized ads that can be targeted at specific professional groups and for building a professional online presence.
Companies can use LinkedIn to position themselves as industry experts and continuously expand their network. These developments make LinkedIn an indispensable tool for increasing professional reach and making valuable connections.
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Whether you are a company, an influencer or someone who wants to expand their social media presence – FollowerPilot offers the right tools to optimize your social media strategy and achieve sustainable success. Our services are reliable, legal and particularly effective in achieving your goals.