If you're looking to connect with the world, picture this: a single post could potentially reach over a third of all people on the planet, an astonishing possibility unlocked by today's social media statistics where Facebook alone boasts 3.07 billion monthly users.
Key Takeaways
- As of Q4 2023, Facebook had 3.07 billion monthly active users worldwide, representing over 37% of the global population.
- YouTube reached 2.53 billion monthly active users globally in early 2024.
- WhatsApp's global monthly active users stood at 2.78 billion in 2024.
- Facebook reached 2.11 billion users aged 18+ globally in January 2024.
- Instagram's US monthly active users hit 143 million in early 2024.
- TikTok had 170 million monthly active users in the United States in 2024.
- Facebook's average reach per post for pages with 10k-100k followers was 5.2% in 2023.
- Instagram reach rate for posts averaged 14.5% for accounts under 10k followers in 2024.
- TikTok's average video reach was 12.3% of followers for mid-sized accounts in 2023.
- Facebook daily time spent averaged 33 minutes globally in 2023.
- Instagram users spent average 30.8 minutes daily in 2024.
- TikTok average daily usage reached 52 minutes worldwide in 2023.
- Facebook's average organic reach per post declined 20% YoY in 2023.
- Instagram post average engagement rate was 0.50% in 2024.
- TikTok average engagement rate per video was 5.7% in 2023.
Facebook leads global social media reach with three billion monthly active users.
Demographic Reach
- Facebook's average reach per post for pages with 10k-100k followers was 5.2% in 2023.
- Instagram reach rate for posts averaged 14.5% for accounts under 10k followers in 2024.
- TikTok's average video reach was 12.3% of followers for mid-sized accounts in 2023.
- LinkedIn organic reach averaged 3.4% for company pages in 2024.
- YouTube's average view reach for channels was 28% of subscribers in 2023.
- Facebook reach among 18-24 year olds was 65% in the US in 2023.
- Instagram's penetration among 18-29 year olds reached 62% globally in 2024.
- TikTok usage among Gen Z (18-24) was 63% in the US in 2023.
- Snapchat's daily reach among 13-17 year olds was 59% in the US in 2023.
- LinkedIn reach among professionals aged 25-34 was 40% in 2024.
- Facebook's female user share was 56.8% globally in early 2024.
- Instagram had 51.1% female audience worldwide in 2024.
- TikTok's global gender split was 53.1% female in early 2024.
- Pinterest female user percentage reached 70.5% globally in 2023.
- Twitter (X) had 50.2% male users globally in 2024.
- YouTube reach among urban population was 72% vs 65% rural in India 2023.
- Facebook's reach in high-income countries was 68% of population in 2023.
- Instagram penetration in upper-middle income countries hit 45% in 2024.
- TikTok's reach among low-income countries grew 25% YoY in 2023.
- LinkedIn users 55+ age group increased 20% in 2023.
- Snapchat's reach among Hispanics in US was 45% higher than average in 2023.
- Facebook India rural reach was 300 million users in 2023.
- Instagram's millennial user share was 40% globally in 2024.
- TikTok Gen Z share was 41% of total users worldwide in 2023.
Demographic Reach Interpretation
These statistics paint a clear, often frustrating picture of the modern social media landscape: while your content's organic reach is typically a tiny, single-digit percentage of your followers unless you're on YouTube, these platforms still command vast, yet highly segmented, audiences where your ideal user is definitely out there—you just have to know which demographic horde to find them in.
Engagement Reach
- Facebook's average organic reach per post declined 20% YoY in 2023.
- Instagram post average engagement rate was 0.50% in 2024.
- TikTok average engagement rate per video was 5.7% in 2023.
- LinkedIn post engagement rate averaged 2.1% for B2B in 2024.
- YouTube average engagement rate was 3.2% per video in 2023.
- Facebook ad average reach was 1.5% of audience per campaign in 2023.
- Instagram Stories reach averaged 20% of followers in 2024.
- TikTok hashtag challenges reached 8 billion views cumulatively in 2023.
- Twitter average impressions per tweet were 2,100 in 2023.
- Pinterest Pin average monthly viewers reached 249 in 2023.
- Reddit post average upvotes reached 150 for top subreddits in 2023.
- Snapchat Spotlight videos garnered 100 billion views in 2023.
- Facebook Live peak concurrent viewers averaged 100,000 per stream in 2023.
- Instagram Reels average views per Reel were 1,200 in 2024.
- TikTok duet feature reached 200 billion creations in 2023.
- LinkedIn article average impressions were 5,000 for influencers in 2024.
- YouTube Community tab posts reached 10% engagement rate in 2023.
- Twitter Spaces monthly active listeners hit 100 million in 2023.
- Global social media ad impressions totaled 12.5 trillion in 2023.
- Facebook CPM for reach campaigns averaged $5.10 in 2023.
- Instagram ad reach share of potential audience was 70% in 2024.
- TikTok for Business average reach lift was 25% for video ads in 2023.
- LinkedIn Sponsored Content reach averaged 1 million impressions per campaign.
Engagement Reach Interpretation
Facebook is desperately trying to make you pay for ads while TikTok is the loud, fun party where everyone's actually showing up, proving that in social media, the real currency isn't dollars but attention—and it’s clearly fleeing the suburbs for the city.
Global Reach
- As of Q4 2023, Facebook had 3.07 billion monthly active users worldwide, representing over 37% of the global population.
- YouTube reached 2.53 billion monthly active users globally in early 2024.
- WhatsApp's global monthly active users stood at 2.78 billion in 2024.
- Instagram had 2.0 billion monthly active users worldwide as of January 2024.
- TikTok reached 1.58 billion monthly active users globally in 2024.
- WeChat had 1.35 billion monthly active users in China and globally in 2023.
- Snapchat reached 850 million monthly active users worldwide in Q4 2023.
- Pinterest had 498 million monthly active users globally in Q4 2023.
- LinkedIn reached 1 billion members worldwide in 2024.
- Twitter (X) had 550 million monthly active users globally in early 2024.
- Reddit reached 73.1 million daily active users worldwide in Q4 2023.
- Telegram had 950 million monthly active users globally in March 2024.
- Facebook's global reach covered 37.2% of the world's population aged 18+ in 2024.
- Total social media users worldwide reached 5.24 billion in early 2024.
- Instagram Reels reached over 2 billion users globally by 2024.
- TikTok's global ad reach was 1.12 billion adults 18+ in early 2024.
- YouTube Shorts reached 2 billion monthly logged-in users in 2023.
- Snapchat's global daily active users hit 414 million in Q4 2023.
- LinkedIn's global ad audience reached 930.4 million in early 2024.
- Facebook Messenger had 1.01 billion monthly active users worldwide in 2023.
- Douyin (TikTok China) reached 766.5 million monthly active users in 2023.
- Kuaishou had 393 million daily active users in China in Q3 2023.
- Xiaohongshu (Little Red Book) reached 300 million monthly active users in 2023.
- Line had 203 million monthly active users primarily in Asia in 2023.
- Viber reached 1.2 billion registered users globally in 2023.
- Discord had 150 million monthly active users worldwide in 2023.
- Total global social media ad reach for 18+ audience was 4.9 billion in 2024.
- Facebook's potential ad reach grew by 110 million (+3.7%) between early 2023 and 2024.
- Instagram's potential ad reach increased by 40 million (+2.1%) YoY in 2024.
- Messenger's potential ad reach rose by 60 million (+6.3%) from 2023 to 2024.
Global Reach Interpretation
It seems our planet has essentially become one giant, slightly dysfunctional group chat, with nearly everyone holding at least one active membership.
Platform Reach
- Facebook reached 2.11 billion users aged 18+ globally in January 2024.
- Instagram's US monthly active users hit 143 million in early 2024.
- TikTok had 170 million monthly active users in the United States in 2024.
- YouTube reached 238 million monthly users in the US in January 2024.
- Snapchat's US daily active users were 106.6 million in Q4 2023.
- LinkedIn had 210 million monthly active users in the US in 2023.
- Pinterest reached 98 million monthly active users in the US in Q4 2023.
- Twitter (X) US monthly users were around 100 million in early 2024.
- Reddit's US daily active users exceeded 40 million in 2023.
- Facebook India monthly active users reached 362.9 million in 2023.
- Instagram India had 229.5 million advertising audience in early 2024.
- WhatsApp India monthly active users were 535.8 million in 2023.
- YouTube India reached 476 million monthly users in 2023.
- TikTok (Douyin) China daily active users hit 766 million in 2023.
- Weibo China had 591 million monthly active users in Q3 2023.
- Bilibili China reached 326 million monthly active users in Q3 2023.
- Twitter Japan monthly active users were 69 million in 2023.
- Facebook Brazil had 110.9 million monthly active users in 2023.
- Instagram Brazil advertising reach was 119.3 million in early 2024.
- TikTok Indonesia reached 125 million users in 2023.
- LinkedIn India had 100 million members in 2023.
- Snapchat France monthly active users were 24 million in 2023.
- Pinterest UK had 15 million monthly active users in 2023.
- Facebook UK reached 45.4 million users aged 13+ in early 2024.
- Instagram UK ad reach was 33.5 million 18+ in 2024.
- YouTube UK monthly active users hit 52.3 million in 2023.
- TikTok UK reached 24.8 million users 18+ in early 2024.
Platform Reach Interpretation
Facebook remains the undisputed global town square, but it's clear the digital neighborhood is sprawling with TikTok's wild block party in the U.S., WhatsApp's essential Indian marketplace, and China's parallel universe on Douyin, proving we don't just live online, we inhabit distinct and massive digital nations.
Time-Based Reach
- Facebook daily time spent averaged 33 minutes globally in 2023.
- Instagram users spent average 30.8 minutes daily in 2024.
- TikTok average daily usage reached 52 minutes worldwide in 2023.
- YouTube daily watch time was 1 billion hours globally in 2023.
- Snapchat daily active users spent 30 minutes on average in Q4 2023.
- LinkedIn average session time was 10.4 minutes daily in 2024.
- Pinterest monthly time spent per user was 14.7 minutes daily in 2023.
- Twitter (X) average daily time spent was 30.9 minutes in 2023.
- Reddit daily active uniques grew 37% YoY to 73 million in Q4 2023.
- WhatsApp daily active users reached 2 billion globally in 2024.
- Facebook monthly active users increased by 3.7% YoY in 2024.
- Instagram daily time spent grew 10% YoY among US users in 2023.
- TikTok monthly active users rose 15% to 1.58B in 2024.
- YouTube Shorts daily views hit 70 billion in 2023.
- Snapchat quarterly DAU grew 9% YoY to 414M in Q4 2023.
- LinkedIn weekly active users reached 1B in 2024.
- Pinterest MAU increased 11% YoY to 498M in Q4 2023.
- Twitter (X) monetizable daily users were 250M in Q4 2023.
- Global social media daily usage time averaged 2 hours 23 minutes in 2024.
- Facebook Stories daily reach hit 500 million users in 2023.
- Instagram Reels monthly plays reached 200 billion in 2024.
- TikTok daily video views exceeded 1 billion globally in 2023.
- YouTube average watch time per video session was 8.9 minutes in 2023.
- Snapchat Discover monthly sessions grew 12% YoY in 2023.
- LinkedIn feed impressions per session averaged 15 in 2024.
Time-Based Reach Interpretation
Despite humanity's collective ambition to colonize Mars, we have instead successfully colonized the infinite scroll, collectively donating two and a half hours of our daily consciousness to platforms where our greatest contribution is often just a double-tap.
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