Social networking keeps getting more crowded, yet it is also getting measurable in sharper ways. For example, retailers using social media for shopping are seeing average conversion lifts of 4.0% and TikTok hit 1.04 billion monthly active users globally in 2024, while many marketers still report cutting paid spend as costs rise. Let’s connect the dots across engagement, analytics, influencer economics, and platform performance so you can spot what is actually working.
Key Takeaways
- 66.8% of social media users engage with at least one social network platform daily
- In the US, 31% of adults say they use TikTok (2024)
- 62% of US adults say social media has a negative impact on their ability to get trustworthy news
- The global social media management software market is projected to reach $7.6 billion by 2030
- The global social media analytics market is projected to reach $11.8 billion by 2030
- Global influencer marketing spending is forecast to reach $41.9 billion by 2026
- Meta’s cost per impression decreased by 18% in 2023 compared with 2022 according to its reporting on ad efficiency
- In Google Think with Google research, 53% of users who search for a brand on YouTube take action across the web within a day
- In 2024, the average LinkedIn engagement rate for posts (including likes/comments) was 5.48%
- In 2024, 60% of marketers said live streaming is part of their social media strategy
- In 2024, 68% of social media marketers planned to increase their influencer marketing spend
- In 2024, 54% of marketers reported using social media for brand awareness
- In 2024, 28% of marketers reported reducing spend on social ads due to rising costs
- In a 2024 study, influencer marketing had an average cost per engagement of $0.06
With billions using social and video daily, marketers are doubling down on influencers, paid, and analytics for measurable engagement.
Related reading
01 · Category
User Adoption7 stats
01
66.8% of social media users engage with at least one social network platform dailyhttps://datareportal.com/reports/digital-2024-global-overview-report
02
In the US, 31% of adults say they use TikTok (2024)https://www.pewresearch.org/internet/fact-sheet/social-media/
03
62% of US adults say social media has a negative impact on their ability to get trustworthy newshttps://www.pewresearch.org/journalism/2024/01/24/social-media-and-news/
04
4.88 billion people worldwide use social media in 2023 (representing 60.1% of the global population)https://datareportal.com/social-media-users
05
5.04 billion people worldwide are active internet users in 2023 (including those who use social media)https://datareportal.com/global-digital-overview
06
TikTok reached 1.04 billion monthly active users globally in 2024https://www.tiktok.com/business/en-US/resources/industry-report
07
YouTube reports that users watch on average 90 minutes per day on YouTube (2023)https://www.youtube.com/intl/en-GB/yt/about/press/
Interpretation
User Adoption Interpretation
With 4.88 billion people using social media in 2023 and 66.8% engaging with at least one platform daily, user adoption is clearly massive and habit-forming, with TikTok adoption in the US reaching 31% in 2024 and global TikTok monthly active users topping 1.04 billion in 2024.
02 · Category
Market Size4 stats
01
The global social media management software market is projected to reach $7.6 billion by 2030https://www.fortunebusinessinsights.com/social-media-management-market-103987
02
The global social media analytics market is projected to reach $11.8 billion by 2030https://www.fortunebusinessinsights.com/social-media-analytics-market-106762
03
Global influencer marketing spending is forecast to reach $41.9 billion by 2026https://www.marketingcharts.com/impact/influencer-marketing-to-hit-41-9-billion-by-2026-178946
04
The global paid social market is projected to reach $142.0 billion by 2028https://www.marketsandmarkets.com/Market-Reports/paid-social-market-268110325.html
Interpretation
Market Size Interpretation
Market size momentum is clearly building for Social Networking Marketing, with social media management software projected to hit $7.6 billion by 2030, analytics growing to $11.8 billion by 2030, influencer spending rising to $41.9 billion by 2026, and paid social expanding to $142.0 billion by 2028.
03 · Category
Performance Metrics6 stats
01
Meta’s cost per impression decreased by 18% in 2023 compared with 2022 according to its reporting on ad efficiencyhttps://investor.fb.com/investor-news/press-release-details/2024/Meta-Reports-Fourth-Quarter-and-Full-Year-2023-Results/default.aspx
02
In Google Think with Google research, 53% of users who search for a brand on YouTube take action across the web within a dayhttps://www.thinkwithgoogle.com/intl/en-1548/youtube-brand-study/
03
In 2024, the average LinkedIn engagement rate for posts (including likes/comments) was 5.48%https://www.socialinsider.io/blog/linkedin-engagement-rate-benchmarks/
04
In 2023, Pinterest reported that “idea pins” had a 2.7x higher conversion lift than standard pins in some testshttps://business.pinterest.com/en/blog/idea-pins-conversion-lift
05
Retailers using social media for shopping see conversion lifts of 4.0% on average (Sprout Social survey, 2024)https://sproutsocial.com/insights/research/social-media-shopping
06
Video posts generate 48% more engagement than other types of content on Facebook (2023)https://www.socialbakers.com/blog/facebook-engagement-benchmark/
Interpretation
Performance Metrics Interpretation
Across Social Networking Marketing performance metrics, platforms like Meta, Pinterest, and LinkedIn show measurable gains such as Meta’s 18% lower cost per impression and Pinterest’s 2.7x conversion lift, while engagement continues to rise with LinkedIn posts averaging a 5.48% engagement rate and Facebook video posts earning 48% more engagement.
More related reading
04 · Category
Industry Trends3 stats
01
In 2024, 60% of marketers said live streaming is part of their social media strategyhttps://www.socialmediatoday.com/news/2024-state-of-social-media-marketing-report-finds-74-of-marketers-use-socia/719641/
02
In 2024, 68% of social media marketers planned to increase their influencer marketing spendhttps://www.socialmediatoday.com/news/influencer-marketing-to-grow-in-2024-survey/716781/
03
In 2024, 54% of marketers reported using social media for brand awarenesshttps://www.hubspot.com/marketing-statistics
Interpretation
Industry Trends Interpretation
In 2024, the industry trend shows marketers are doubling down on social media growth, with 68% planning to increase influencer marketing spend and 60% already using live streaming as a core strategy.
05 · Category
Cost Analysis2 stats
01
In 2024, 28% of marketers reported reducing spend on social ads due to rising costshttps://www.socialmediaexaminer.com/social-media-marketing-industry-report-2024/
02
In a 2024 study, influencer marketing had an average cost per engagement of $0.06https://www.businessofapps.com/data/influencer-marketing-statistics/
Interpretation
Cost Analysis Interpretation
Cost analysis for 2024 shows that 28% of marketers cut back on social ad spend because costs rose, while influencer marketing still delivers engagements at an average cost per engagement of just $0.06.
Reference
Cite This Report
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APA
Elena Vasquez. (2026, February 13). Social Networking Marketing Statistics. Gitnux. https://gitnux.org/social-networking-marketing-statistics
MLA
Elena Vasquez. "Social Networking Marketing Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/social-networking-marketing-statistics.
Chicago
Elena Vasquez. 2026. "Social Networking Marketing Statistics." Gitnux. https://gitnux.org/social-networking-marketing-statistics.
Sources & references
22 datasets cited across this report
+5 additional datasets cited (not shown individually)