2024 Key Trends and what to watch for 2025

As we move through 2024 and approach 2025, staying on top of social media marketing trends is essential for crafting a winning strategy. With social media evolving rapidly, understanding the latest trends can help you effectively connect with your audience and make the most out of your marketing efforts. Here’s a friendly look at what’s happening in social media right now and what to watch for as we head into the new year.

Statistics from sproutsocial.com

The Social Media Landscape in 2024

Social media is more popular than ever, with an estimated 5.17 billion users worldwide. On average, people are active on about 6.7 different social networks each month. Even though daily time spent on social media has slightly decreased to 143 minutes, this massive user base offers plenty of opportunities for marketers.

TikTok is particularly noteworthy, with a 100% growth rate in users between 2020 and 2022 and a 13% increase in monthly active users from Q3 2022 to Q3 2023. This makes TikTok a must-consider platform for reaching new audiences and engaging with younger demographics.

Social Media Advertising: A Growing Investment

As organic reach becomes harder to achieve, paid social media advertising is increasingly vital. In 2024, social media ad spend is projected to reach $219.8 billion. Looking ahead, mobile advertising is set to generate $255.8 billion by 2028, highlighting the shift towards mobile-first strategies.

Social media ads now make up about 29% of all digital ad spending. Businesses are allocating roughly 8.7% of their total revenue to advertising budgets. With ad spend growing steadily at a rate of 6.1% in 2024, it’s clear that investing in social media ads is crucial for staying competitive.

Key Insights for Major Platforms

Facebook:

Facebook remains a major player in social media marketing. With around 3.05 billion monthly active users, it offers substantial reach. However, the average American spends just 31 minutes per day on Facebook, so it’s important to make your content engaging and relevant. Facebook continues to be a valuable platform for reaching a wide audience, especially when you tailor your strategies to match user behavior.

Instagram:

Instagram is thriving with 2 billion active monthly users. It’s especially effective for brands looking to engage with younger audiences and boost their visibility. Instagram Reels are particularly popular, generating higher engagement compared to regular posts. With Instagram’s strong ROI and high user engagement, it’s crucial to integrate it into your social media marketing mix, even as competition from TikTok grows.

LinkedIn:

For B2B marketing, LinkedIn is a powerhouse. With over 1 billion members globally, including 214 million users in the United States, it’s a prime platform for professional networking and brand visibility. LinkedIn’s rapid growth in ad spending makes it a key channel for reaching decision-makers and industry professionals.

Pinterest:

Pinterest is a hidden gem with 482 million monthly users. The platform has a predominantly female audience, making it effective for targeting specific demographics. Pinterest users are highly engaged, with 80% of weekly users discovering new brands or products. If your brand is looking to reach new customers, Pinterest should be on your radar.

TikTok:

TikTok’s growth is explosive, with projections suggesting over 2 billion users by the end of 2024. It’s the most frequently used app globally, with Android users spending an average of 34 hours per month on the platform. TikTok’s young user base and high engagement levels make it essential for brands targeting younger demographics and leveraging short-form video content.

X (formerly Twitter):

X remains relevant with about 619 million monthly active users. It’s a hub for real-time discussions and news. While some users plan to spend less time on X in 2024, it’s still a valuable platform for engaging in current events and brand conversations.

YouTube:

YouTube continues to be a major force in video content, with nearly 2.5 billion users worldwide. YouTube Shorts, with 2 billion monthly active users, highlights the growing popularity of short-form video content. With the majority of YouTube visits coming from mobile devices, focusing on mobile-friendly, vertical video content can enhance your engagement and reach.

The Impact of Video Content

Video content remains a top performer in social media marketing. In 2024, 44% of people prefer to learn about new products through short video content. Additionally, 87% of marketers have reported increased sales from video marketing. Short-form videos, ranging from 30 to 60 seconds, offer the highest ROI and are especially effective in capturing audience attention.

The Power of Influencer Marketing

Influencer marketing is thriving, particularly on platforms like TikTok and Instagram. TikTok is recognized for offering the highest ROI for short-form video content, with 69% of marketers using it for influencer partnerships. Collaborating with influencers can drive higher engagement, reach new audiences, and build stronger community connections.

Wrapping Up

As we approach 2025, understanding and adapting to social media marketing trends in 2024 will set you up for success. With a focus on video content, strategic ad spending, and leveraging emerging platforms like TikTok, you can stay ahead of the curve and make the most out of your social media marketing efforts. Keep these trends in mind to ensure your strategy remains fresh, engaging, and effective.