Social media has experienced explosive growth, becoming central to everyday life from the early days of platforms like Friendster and MySpace, to the current era dominated by Facebook and other options.
Today, more than 5 billion people are connected through social media, which represents an increase of 5.6% in just one year. This level of adoption, where three out of five people in the world have a profile on some platform, is close to being a universal norm, except in certain demographic sectors. This phenomenon was analyzed in the report “Evolution of the social media market” by professor Santiago Giménez of the OBS Business School.
The average daily time spent by users on these platforms is remarkable: 2 hours and 23 minutes. However, this average varies by age and gender. Young women, aged 16-24, are the most active, while men aged 55-64 participate less, spending just 1 hour and 31 minutes a day. In terms of regions, Europe leads the way in social media adoption, especially in the North with a rate of 81.7%, followed closely by the West with 80.2%. East Asia and North America also show high levels of participation.
In terms of platform competition, Facebook remains the dominant force, although its growth has slowed with just 3.1% more users in the last year. YouTube, despite its dominance in audiovisual content, has seen a slight reduction in its user base, with a drop of 0.9%. On the other hand, WhatsApp and Instagram, both owned by Meta, are in close competition, with Instagram overtaking WhatsApp as the favourite among users aged 16 to 64. However, the real star of the moment is TikTok, whose explosive growth of 48.6% in the last year has positioned it as the favourite network of Generation Z.
On the other hand, the Study on Social Networks, carried out by the International Association of Communication, Advertising and Digital Marketing , presents a different view by positioning WhatsApp as the most used platform globally. Despite being categorized more as an instant messaging tool than a traditional social network, its daily use exceeds that of many conventional networks, consolidating its leadership position.
The social media landscape is not only characterized by increasing adoption, but also by a significant rise in mergers and acquisitions. Meta has been one of the main players in this regard, acquiring Instagram in 2012 and WhatsApp shortly after, and more recently, launching Threads in 2023 to compete with X, formerly known as Twitter. X, under the leadership of Elon Musk, has undergone multiple transformations, including acquisitions such as Vine and Periscope, that have marked its evolution. Google has followed a similar path with its purchase of YouTube in 2006, while Microsoft followed suit by integrating LinkedIn in 2016. These moves have directly influenced the user experience, promoting greater personalization through sophisticated algorithms and encouraging the integration of services. At the same time, these changes have generated a displacement of users between platforms and increased concerns around data security and privacy.
Among the social networks that continue to stand out, Snapchat has managed to maintain a loyal user base, mostly teenagers and young adults, while Pinterest has strengthened its position as a key platform for visual inspiration. Its focus on areas such as fashion, decoration, recipes and DIY projects, with a “board” format, has made it very popular for exploring and planning visual ideas. Although Pinterest has not grown as quickly as other emerging platforms, it still has an active community of approximately 480 million monthly users in 2024. In contrast, Reddit faces a period of adjustments and challenges in its growth and business model, although it remains a relevant network with great popularity among its users.
When it comes to news consumption, Facebook and YouTube stand out as the top sources of information in the United States, with roughly a third of adults using these platforms to stay informed. According to data from Pew Research , Instagram and TikTok also have a significant presence, with 20% and 17% of Americans respectively getting their news through them. X (formerly Twitter) is the go-to source for 12% of users. TikTok, in particular, has seen a notable increase in this area: 52% of its users say they regularly consume news on the platform, up considerably from 43% in 2023 and 22% in 2020. Similar growth in news consumption has been seen on YouTube and Instagram, while other platforms such as Reddit, Nextdoor, Snapchat, WhatsApp, LinkedIn, Truth Social, and Rumble all have figures ranging between 2% and 8% in this regard.
The social media advertising market has experienced constant development, with investment reaching $207.1 billion, representing an increase of 9.3% compared to the previous year. This figure is equivalent to 28.8% of the total invested in digital advertising , being especially significant in countries such as Spain, Colombia, Italy, Mexico and Portugal. Meta continues to dominate this segment in terms of advertising revenue, reflecting its influence in an increasingly competitive and specialized environment.
Despite the ubiquity of social media and the free access it offers, an important question arises: do we truly appreciate these platforms or do we regret their impact on our lives? Social media has been compared to addictive products, where immediate gratification is mixed with regret. Unlike other guilt-free products, social media use poses a dilemma. For many, avoiding social media means disconnecting from crucial information and social connections – a concern especially acute among teenagers who spend, on average, nearly five hours a day on these platforms.
A recent survey of Gen Z adults sheds light on these perceptions. Although more than 60% of respondents spend at least four hours a day on social media marketing, and 23% spend more than seven hours, a majority acknowledge its potential negative effects. 60% of respondents believe that social media has an unfavorable impact on society, while only 32% view this impact positively. On a personal level, 52% of respondents believe that social media has benefited them, while 29% feel that they have been harmed by it. These results reveal that, despite its popularity, social media is not universally valued and can have significant consequences on the emotional health and well-being of its users, depending on the demographic group and personal circumstances.
Trends in social networks
Video content continues to set the pace on social media, with short videos remaining a highly effective format for capturing users’ attention. However, there is also growing interest in longer videos. A clear example is TikTok, which has begun experimenting with videos of up to 30 minutes, suggesting an evolution towards longer content. Although short videos remain dominant, this shift reflects a transformation in the way users interact with content.
Another important trend is the more playful and creative approach that brands are adopting. Instead of maintaining an exclusively professional tone, many companies are opting for more relaxed and personal communication, taking advantage of elements such as memes to better connect with their audience. A good example is LinkedIn posts, where humor and inspiring messages combine to generate a more effective impact on users.
Social commerce is also booming, with platforms like TikTok leading the way in integrating direct in-app purchases. The launch of TikTok Shop in 2023 has opened up new possibilities for brands to engage with consumers, offering a more interactive and simple shopping experience. Livestream shopping events, which mix entertainment with the ability to purchase products instantly, are gaining popularity and provide an innovative way for brands to generate sales. Additionally, search engine optimization services are no longer limited to traditional websites, but are increasingly relevant on social media, where many users turn to platforms like TikTok to search for information, even outperforming Google in some cases. This makes visibility and optimization of social media profiles more crucial than ever.
Authenticity remains a core value for consumers. Audiences value sincere, non-overtly commercial content, and brands that adopt an authentic voice, whether through content creators or employees, achieve greater connection with their audience. This emphasis on authenticity also responds to a search for more personal and meaningful relationships in an increasingly AI-driven environment. AI is playing a key role in personalizing experiences, facilitating content creation and improving customer service, allowing brands to be more efficient and approachable.
In short, social media continues to transform rapidly, driven by changes in user behavior and the expansion of its impact on the advertising market. Its ability to adapt to the emerging needs of consumers and advertisers will define its relevance in the digital society of the future.