Global State

of Social
Media 2024

GLOBAL EDITION
 Introduction
The past year introduced many unique opportunities and changes for social
teams to strategize around. Advances in AI, Twitter’s rebrand as X, Meta’s release
of Threads, and the internet’s newfound fascination with the Roman Empire were
just a few of the trends social media professionals capitalized on.

In this report, we present the results of our State of Social Media survey to
uncover the practices, preferences, and perspectives of around 2,000 marketing
and communications professionals from around the globe.

This survey serves as a pulse check on the ever-changing realm of social media
and digital marketing, providing valuable insights into the strategies and trends
influencing your peers’ decision-making processes.

Key Questions Answered:

• What are a social media team’s biggest challenges?
• Are marketing teams increasing social media budgets?
• How are brands leveraging social listening?
• What role does AI play in marketing teams’ day-to-day routines?

This report aims to equip you with the knowledge and perspectives that will
empower your marketing strategy.

2 Global State of Social Media 2024

 Table
of contents
02 Introduction 32 Survey Results: Paid Social

04 Global Survey Coverage 37 Survey Results: Influencer Marketing

05 Company Type & Role Breakdown 45 Meet Meltwater

08 Survey Results: Social Media 46 Appendix

22 Survey Results: Social Listening

3 Global State of Social Media 2024

 Global Survey In the Appendix, we have included charts and graphs segmenting
certain data by organizational type (B2B, B2C, NGO, Agency,
Coverage Government Institution). You will see references to these
organizational types throughout our analysis of the survey results.

Where are you located?

To gather as comprehensive an understanding of the

global state of social media as possible, we invited
marketers from around the world to participate.

Around 2,000 marketing professionals completed

the survey.

Over a quarter of all respondents were located in the

U.S. (508). Germany and the United Kingdom were
the second and third most responsive countries,
with 189 and 154 respondents. Responses <1% 6-10% 16-20% 26-30%

1-5% 11-15% 21-25%

4 Global State of Social Media 2024

 Which of the below best describes the type of
organization you work for?

Company Type & 30.00% Responses

Role Breakdown 20.00%

10.00%

0.00%
Responses came from a range of company B2B B2C NGO Agency Government Other
Institution
types and a variety of seniority levels. The
largest cohort of respondents works at a What is your job title?
managerial level at a B2B organization. 40.00%
Responses

30.00%

20.00%

10.00%

0.00%

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5 Global State of Social Media 2024
 How many employees does your company have?
25.00% Responses

Social Media 20.00%

Team Size 15.00%

10.00%

5.00%

0.00%
While respondents’ company size varied, the majority 1-10 11-50 51-200 201-500 501-1000 1001+ I don’t know

of survey respondents are operating in small social

media teams (2-5 team members), with reduced How many people work with social media in your organization?
resources allocated toward running their social 60.00% Responses

media program.

40.00%

20.00%

0.00%
0-1 2-5 6-10 11-15 16+ I don’t know

6 Global State of Social Media 2024

 Don’t Let Social Mentions
Fall Through The Cracks
A social listening solution provides more comprehensive information
than native analytics.

25% of companies say they are interested in doing

social listening but don’t have the time.

That’s where a software solution comes in.

You can monitor and manage your brand image,

spot new consumer trends, follow important industry conversations,
and more while saving time and increasing confidence
— you’re getting the full picture, not just fragments.

Learn More

7 Global State of Social Media 2024

 Survey Results:
Social Media

8 Global State of Social Media 2024

 32% of respondents state that while they have a dedicated social

Social Program Status media team, they are still working on defining a strategy, while 24%
are in the tougher spot of having a strategy but lacking the resources
to execute on it.

How established would you say your social media program is?
40.00% Responses

30.00%
While it’s easy to understand the importance of
using social media for running a business from
20.00%
a theoretical perspective, the practical side of
executing a winning strategy is often where
10.00%
companies falter.

0.00%
We don’t have a We have a team but We have a strategy We have a full
dedicated social are still defining our but lack the team and strategy
media team strategy resources needed to mapped out
execute it

9 Global State of Social Media 2024

 Outlook On Social
Media In 2024 How do you see the role of organic social media developing at
your organization in 2024?

Responses
I don’t know
5.1%

I see it being less

important for our
business I see organic social
Despite having such small teams devoted to social 6.3% playing a more
important role for
media activity, most respondents recognize the our business
45%
importance of having a social media presence,
with a slim majority interested in dedicating more I see organic social
playing an equally
important role for
time in the social space in 2024. our business
43%

Only 6% of respondents say they see social media

playing a less important role going forward.

10 Global State of Social Media 2024

 Goals Of Using An increase in engagement would signal that people are paying
attention to your brand. And if they like your content, it means
Social Media you’re connecting with both current and potential customers in
an authentic way.

What is the primary reason that you use social media at

your organization?

60.00% Responses
Far and away the biggest reason that companies
are interested in using social media is to raise brand
awareness (51%). This top-of-funnel goal may sound 40.00%

nebulous but with social media it is achievable, and

even more than that, it’s measurable. 20.00%

The second and third most popular responses

0.00%
(“Increase brand engagement” and “Connect with

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11 Global State of Social Media 2024
 Facebook is the most popular site (83%), with Instagram and LinkedIn close
behind, tied at 79%. YouTube occupies the 4th place spot (60%).

Channel Usage When comparing these results with the results from last year’s report,
X (formerly Twitter) usage is down by 14%. As for TikTok, after increasing to 30%
in last year’s report, current usage has remained constant, down by just 1%.

As 2024 progresses, we could see a major shift in how and where social media
marketers’ time and advertising dollars are spent, if current trends continue.

Which channels are you currently using for organic social strategy at your organization?
40.00% Responses

30.00%

20.00%

10.00%

0.00%
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12 Global State of Social Media 2024

 A combined 74% of respondents say they plan to invest less time
Shifting Focus (and therefore fewer advertising dollars) on X and Facebook.

When It Comes To Instagram is the highest channel of interest (50%) across company types,
especially in the government sector. 59% of government institutions say that
Priority Platforms they are planning on investing more time into Instagram in 2024.*

Pinterest holds less interest overall (4%), but of those looking to spend more
budget and time there, B2C (7%) and agencies (8%) pull ahead of other
business types.*

Where do you plan to spend more or less time in 2024? More time
Less time
50.00%

40.00%

30.00%

20.00%

10.00%

0.00%
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*See Appendix, Chart 1

X

13 Global State of Social Media 2024

 Instagram & LinkedIn While NGOs favored X (77%), B2C companies favored TikTok more

are the most

than other types of organizations, though it is still underutilized
compared to Instagram, Facebook, LinkedIn, Pinterest, and others.

valuable platforms Unsurprisingly B2B companies favor LinkedIn for their social
marketing efforts.*

Which social media platforms do you think provide the most benefit Usage By Organization Type
for your business?
Responses
NGO: 77%, Government: 69%,
80.00%
Agency: 55%, B2B & B2C: 49%
60.00%

89% of B2B companies use

40.00%
LinkedIn, compared to 65% of
20.00%
B2C companies

0.00% 48% of B2C companies use

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*See Appendix, Chart 2

14 Global State of Social Media 2024

 To stand out on social, brands have to produce high-quality and
engaging content on a regular basis if they have even a hope of

Main Challenges winning against the algorithm.

High-quality content takes time to produce — and for this you need
the right tools and a strong creative team.

What are the main challenges you face when it comes to managing
social media?
Employee bandwidth is a shared concern among
60.00%
all companies (66%), but particularly among Responses

NGOs (65%)*.
40.00%

Lacking additional creative resources and fighting

the algorithm are nearly tied as the 2nd and 3rd 20.00%

greatest concerns. This makes sense, as they are

closely linked from a strategy standpoint. 0.00%

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15 Global State of Social Media 2024 La
 Do you outsource management of your social media
Outsourcing channels to a third party or agency?

vs. In-House I don’t know

Social Management
3%
Yes, everything is oursourced
2.7%

Yes, more than 50%

6.9% No, everything is done in-house
Yes, less than 50% 69.5%
17.9%

A majority of respondents (69%) also say that they

operate social media with an entirely in-house Which part of your social media
efforts have you outsourced?
team. Only 2% outsource everything and 6%
Content production
outsource about half of the work. Of the services (text/pictures)
Video production
outsourced, video production is the most common. Advertising

This clearly indicates that video continues to reign Community

management

supreme as a top source of engagement. Reporting

Strategy
Account Based
Marketing
Influencer marketing

Does not apply

0.00% 10.00% 20.00% 310.00% 40.00%

16 Global State of Social Media 2024
 Using Software For Does your organization use external tools for social
Scheduling Social? scheduling, publishing, and community management?

I don’t know
5%

No
While most companies seem reluctant to outsource
23.5%
their social media programs, a majority (61%) say
that they do take advantage of software to help
with scheduling and reporting (rather than using
native in-platform tools).
No, but this is
planned for 2024
Yes
Only 10% say they plan to add external tools in 10.1% 61.4%
2024, while 23% are either satisfied with native
tools or don’t have a big enough social program or
presence to invest in an external software.

17 Global State of Social Media 2024

 B2Bs and agencies are the most active AI adopters, while NGOs and

The Inevitable
Government are the least active users of AI.**

Incorporation Of AI Organizations that do use AI mainly leverage it for “finding

inspiration” and “creating copy.”

How important is AI in your What’s the main reason

social media program? you use AI?
The rapid growth and sophistication of AI has
caused a stir of excitement, trepidation, and
interest among marketers. 44% of respondents 50.00%
Responses
50.00%
Responses

say AI is already an important part of their social

40.00% 40.00%
media program. However, AI is not yet standard
practice among social media teams, with only 30.00% 30.00%

14% saying they use ChatGPT or other tools on a 20.00% 20.00%

daily basis. A combined 56% say they use these

10.00% 10.00%
tools either “sometimes” or “occasionally.”*
0.00% 0.00%
Not Somewhat Very Creating Creating Inspiration
important important important copy imagery

*See Appendix, Chart 4

**See Appendix, Chart 5

18 Global State of Social Media 2024

 AI Tools Will Play A How has AI helped you in your day-to-day role?

Major Role On Social 80.00%

Responses

Media Teams 60.00%

40.00%

20.00%

0.00%

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AI seems to help social media teams most when

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it comes to creating copy on a day-to-day basis.

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More than 60% of respondents say AI tools help
them save time writing, and nearly 40% say these Do you plan to increase your use of AI tools in 2024?
tools even help improve their copy.
60.00% Responses

An overwhelming 59% of survey respondents say

40.00%
they plan to increase their use of AI in 2024, while
23% are on the fence answering with 20.00%

“I don’t know”. 0.00%

Yes No I don’t
know

19 Global State of Social Media 2024

 When it comes to budgeting for your 2024 social media
Social Media marketing program, are you planning to:

Budgets For 2024 40.00%

30.00%
Responses

20.00%

10.00%

A majority of teams are planning to either increase their 0.00%

Increase Dedicate the I don’t Decrease
social media budget, or keep it the same heading into 2024. the budget same amount know the budget

B2C companies show the highest interest in increasing Which two factors would you consider the most restrictive
in terms of maximizing your social media management?
their budget*, which indicates just how effective social
marketing is for attracting new customers and 80.00%
Responses

promoting products.
60.00%

Bandwidth and time are the biggest restrictions companies 40.00%

see when it comes to maximizing their social programs. 20.00%

0.00%
Cost Employee Time Adequate
*See Appendix, Chart 6 bandwidth Tools

20 Global State of Social Media 2024

 Evolve Your Social
Media Strategy
The world’s leading brands know that social needs to be front and
center in their marketing strategy, and to make that happen you
need a heavyweight social media management solution.

Whether you’re the only person handling social media in your

organization, or you’re part of a much bigger team, the right tools
will help you achieve the best outcome with whatever resources you
have available.

With Meltwater, you’ll be able to build a strong brand presence

across all the major social media platforms, drive audience
engagement, and be sure that your investment in social is
contributing to your overall marketing goals.

Learn More

21 Global State of Social Media 2024

 Survey Results:
Social Listening

22 Global State of Social Media 2024

 Social Listening Do you consider social listening to be a key element
in your strategic planning?

As Part Of The 60.00%

Responses

Marketing Strategy 40.00%

20.00%

Social listening is an important aspect of marketing, helping 0.00%

Yes No I don’t
teams strategize, monitor competitors, manage crises and know

more. Businesses typically use social media to gain a deeper

understanding of how consumers feel about their brands and Is social listening a part of your organization’s current
social media marketing strategy?
products. But they can also learn a lot of other things, like what
people think about their competitors, what gaps there might be Responses
60.00%
in the market for new products, and what rising social media
trends could change their industry.
40.00%

Most companies around the world seem to agree, with 50%

20.00%
recognizing social listening as a key component in strategic
planning. And while 15% of respondents said that they don’t
0.00%
currently use social listening, it is planned for 2024. Yes No, but is No I don’t
planned for know
2024
23 Global State of Social Media 2024
 build stronger bonds of trust, deliver better customer service, and
Why Are Companies cultivate brand loyalty.

Investing In And considering the speed with which commentary and news spread on
social media, making a concerted effort to monitor online chatter about

Social Listening? your brand and your industry is extremely helpful for managing your
reputation and mitigating crises.

What are the primary goals for social listening at your organization?
There is much that social listening can help teams 60.00%
Responses
accomplish and discover.
40.00%
When asked about their primary goals when using
social listening, a majority said it was to better
understand their target audience. 20.00%

The second most popular reason is for managing

brand reputation. 0.00%

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24 Global State of Social Media 2024
 Billions of conversations are taking place online every day, and some
The Best Platforms could unlock powerful insights for your business. But you can’t find

For Social Listening them if you aren’t actively conducting social listening.

While tools like Meltwater provide organizations with the ability

to listen across a variety of channels, respondents’ favorites were
Facebook, Instagram, and LinkedIn.

Which social media platforms provide the best data in your social listening efforts?
50.00% Responses

40.00%

30.00%

20.00%

10.00%

0.00%
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25 Global State of Social Media 2024

 What Are Companies
What are the top 3 elements of discussion around your brand
Tuning Into With that you track?

Social Listening? 100.00% Responses

75.00%

When teams are looking to collect strategic 50.00%

insights from social listening, most teams favor
tracking their brand name, industry terms, and
25.00%
product mentions.

This suggests that respondents are most interested 0.00%

in managing their organization’s brand reputation

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or preparing for a potential crisis situation.

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Competitors (37%) and relevant thought leaders
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(36%) are nearly tied in 4th and 5th place.

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26 Global State of Social Media 2024
 Are you currently using social listening software?

Using Software Vs 60.00%

Responses

Native Social Listening 40.00%

20.00%

0.00%
Yes No I don’t
know

A majority of the survey respondents prefer to perform

social listening natively, or use tools such as Google If you are not using software, how does your company
Alerts. 52% say they don’t use software to help with currently conduct social listening?
their social listening efforts. 800
Responses

However, the 40% of respondents who do rely on 600

social listening software understand the time-savings

that can be achieved by eliminating the process of 400

manually monitoring for brand or competitor mentions.

They are also better able to assess the sentiment of 200

those mentions, conduct trend analysis, and achieve

0
real-time brand or campaign reporting. We use tools such as We monitor Other
Google Alerts, in-app content natively
analytics, etc.

27 Global State of Social Media 2024

 Do you conduct audience research around your followers?

Gathering 60.00%
Responses

Consumer Insights 40.00%

20.00%

0.00%
Yes No I don’t
know
Like social listening, gathering consumer insights
helps you more effectively understand your
Are you currently using consumer intelligence or
audience, plan campaigns, and make business audience insights software?
decisions. These data-driven observations allow
80.00%
companies to make informed business decisions Responses

about how to reach and engage their target market 60.00%

more effectively.
40.00%

But when we asked our survey participants if they

conducted audience research, a shocking 54% 20.00%
said “No,” while only 35% said “Yes.” Additionally,
a vast majority (70%) are not using software for the 0.00%

purpose of consumer intelligence. Yes No I don’t

know

28 Global State of Social Media 2024

 Companies can leverage this information to develop marketing
Consumer strategies that speak directly to their customers, giving businesses
a better chance to increase conversions.
Intelligence Goals
What are the primary goals of conducting consumer intelligence
to understand your social audiences better?

60.00% Responses

When it comes to the goals of consumer

40.00%
intelligence initiatives, most companies are looking
to discover ways they can create more engaging
content and improve campaign performance. 20.00%

Consumer research provides a detailed look at

0.00%
specific aspects of the customer experience,

an ign

ive es
ar tor

nt ore

tie s

e
including the buying decision-making process,

tte
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rm pa

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ef e

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po er

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shopping habits, product feedback, brand loyalty

pp
re

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an con

au

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factors, and more.

rb
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29 Global State of Social Media 2024
 Do you expect to increase or decrease your time and
Social Listening resources spent on social listening from 2023 to 2024?

Plans In 2024
60.00% Responses

40.00%

20.00%

0.00%
Increase Decrease No change

Recognizing the importance of using social

listening to stay ahead of the game, 51% of Which two factors would you consider the most restrictive
in terms of maximizing your use of social listening?
respondents say they do plan to increase
the resources allocated to social listening 60.00% Responses

efforts, while 44% plan to continue with their

current set up. Cost is the biggest barrier that 40.00%

companies face when it comes to getting the

20.00%
most out of social listening.

0.00%
Costs Employee Time Adequate Platform System
bandwidth tools data knowledge
restrictions

30 Global State of Social Media 2024

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We handle more than 20 billion engagement actions in
real time across all social channels and make more than
15 billion inferences through our AI models.

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31 Global State of Social Media 2024

 Survey Results:
Paid Social

32 Global State of Social Media 2024

 Does your business run social media ads?

Paid Efforts on 80.00% Responses

Social Media
60.00%

40.00%

20.00%

0.00%
Yes No I don’t
know
It’s difficult to get ahead on social media without paid
efforts. 72% of respondents say they use social media
How do you see the role of paid social media
paid ads while 24% say they don’t currently run ads on developing in 2024?
social. On average, companies allocate 23%* of their
50.00% Responses
total marketing budget for paid social.
40.00%

Companies not investing in paid ads may change

30.00%
their tune for 2024, as our data indicates that 45% of
companies see paid social playing a more important 20.00%

role in the coming year, while 35% see it playing an

10.00%
equally important role.
0.00%
It will play a more It will play It will play a less I do not know
important role an equally important role
*See Appendix, Chart 7 important role

33 Global State of Social Media 2024

 Knowing your target audience’s preferences and where to find them
will help you strategize paid ads, launch effective campaigns, and
The Biggest Players maximize ROI.

In Paid Social Once again, Facebook is the star when it comes to a preferred
platform. 65% of respondents say this is a channel they use most
frequently for paid ads, followed by Instagram (53%), LinkedIn (35%),
YouTube (17%), and TikTok (12%).

Where do you use paid social media the most?

80.00% Responses

60.00%

40.00%

20.00%

0.00%
k

n
)

h
m

at

ng
n

er

KG

am

hu

ds

er
de
es

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er
oo

To

kt
b

LIN
itc

yi

b
dI

dd

Ap
ra

ng

th
ch

a
Tu

gs
ei

Xi
itt

er

ta
Jo
u
ke

LIH

gr
Tik

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b

re
Tw

ts
ag

Re

O
W
Do
ap

se
u
nt
Tw

n
ce

on
le
Lin

Th
ha
Yo

ho
W
st

es
Pi

na

Te
Sn
Fa

Vk
ly

W
In

ao
M

Si
er

Xi
m
or
(F
X

34 Global State of Social Media 2024

 Paid Ads Formats
What paid social ad formats do you use?

100.00% Responses

75.00%

Single image ads are the preferred format,

which could be a reflection on the fact that most 50.00%

companies are operating with smaller team sizes

and therefore have fewer resources to create their
25.00%
paid assets.

0.00%
That said, though they may take longer to
Single Carousel Video Messenger Stories ads
produce, video ads are the more engaging format. image ads

Therefore, teams may be balancing higher ROI

against production time here.

35 Global State of Social Media 2024

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Customers Really Think,
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automatically explain and detect trends and data in patterns
that can open the door to new insights in areas you have yet
to explore.

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understand what our brands mean to them, in their own
words. Then, there is less room for ambiguity.”
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36 Global State of Social Media 2024

 Survey Results:
Influencer Marketing

37 Global State of Social Media 2024

 Investing In 14% say that while they don’t have an influencer marketing program
in place, it is planned for 2024.
Influencer Marketing
Does your organization have an influencer
marketing program?

60.00% Responses
The rise of the influencer marketing space — today
a $10 billion industry, growing 50% per year — is 40.00%
one of the clearest examples of how social media is
transforming traditional marketing.
20.00%

That said, 57% of our survey respondents state

0.00%
that they do not currently have an influencer
Yes No Not yet, I don’t
program, while only 24% say yes — and this is but this is know
planned
highest among B2C companies.* for 2024

*See Appendix, Chart 8

38 Global State of Social Media 2024

 Influencer An increase in brand awareness is the top goal for most companies,
followed by increasing social followers (32%) and increasing sales
Marketing Goals (31%), both very closely linked.

What are the 2 primary goals of your influencer

marketing strategy?

80.00% Responses

With so many competing ads and posts online, It

60.00%
is more challenging than ever to connect with your
customers. There’s a lot of clutter in your target
audience’s social media feeds and email inboxes 40.00%

that your brand’s message is competing against.

20.00%

Influencer marketing can help cut through that

noise and deliver your message in a way that your 0.00%
audience may find more compelling and relevant. Increase Increase brand Increase sales Does not
social media awareness apply to me
followers

39 Global State of Social Media 2024

 Instagram is the clear favorite for influencer marketing at 52%. It’s followed by

Preferred Influencer
TikTok at 23% which is nearly tied with Facebook at 22%.

Marketing Channels
Surprisingly, YouTube is extremely low in popularity at only 9%. This could be a
reaction to the surge in popularity of short-form videos. Even though YouTube
has a short video option, and is even making significant strides in helping
creators monetize Shorts, the platform is more well-known for long-form videos.

Which are the top 2 channels you find are most effective for your influencer marketing program?
60.00% Responses

40.00%

20.00%

0.00%
k

pp

ly
t

KG

ng

er
de
es
ha

ha
ge
er

ad
oo

To

kt
b

LIN

sh
dI

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yi
dd

p
ra

ra

th
Tu

ei

Xi
sA
itt

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ta
Jo
u
ke

LIH

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c

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re
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ag

Re

eg

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Do
ap

u
Tw

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ce

on
Lin

Th
ha
s
Yo

ho
W

ot
l
st

es
Pi

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Fa

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ly

W
In

sn
ao
M

Si
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Xi

e
m

Do
or
(F
X

40 Global State of Social Media 2024

 Influencer
Program Size How many influencers does your organization work with?

60.00% Responses

40.00%
Companies that do have an influencer program
work with 1-10 influencers on average.
20.00%

Given that 55% of respondents* say they do

not have a dedicated influencer marketing
manager, a smaller cohort of influencers would 0.00%

mean that the program is perhaps less robust, None 1-10 11-20 21-50 51+

but more manageable.

*See Appendix, Chart 9

41 Global State of Social Media 2024

 Managing An
Influencer Program Are you planning to invest more time and budget in
influencer marketing in 2024?

Increase the budget

25.2%
I don’t know
41% of respondents indicate that they don’t know if they
41.4%
will invest more time or budget in influencer marketing in
the coming year. A slim majority say they will dedicate
the same amount of budget as opposed to increasing
their budget.

If this means your social media manager continues to Dedicate the same amount

oversee influencer marketing, taking advantage of an 26.3%

influencer marketing solution could go a long way

Decrease the budget
toward reducing strain on their time and bandwidth. 7.0%
Meltwater’s influencer marketing solution streamlines
the process of searching for influencers and facilitating
campaigns from ideation to completion.

42 Global State of Social Media 2024

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Influencers With
Actual Influence
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social networks to find your best matches.

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43 Global State of Social Media 2024

 Conclusion
It is clear that brands around the world recognize that social See how Meltwater’s Influencer Marketing Solution, can make
media is a key marketing channel, and the majority feel its the process of finding and partnering with influencers easy
strength lies in brand awareness and connecting with customers. and efficient.

However few companies are investing in external social listening AI is, of course, of huge interest, and 2024 will be a year of
software to help elevate their strategy and understand their tremendous change and growth when it comes to how teams
audience. As consumers get more discerning about where they use AI tools for saving time and strengthening their posts for
spend their time on social media, and how, it will be even more better engagement.
important for brands to have clarity not only about who their
audience is, but their social media habits as well. As we head into 2024, the world of social media marketing is
going to expand greatly, particularly with AI, but also given the
Learn how Meltwater’s Consumer Insights Tools can help you declining popularity of X as a platform. We can see from the
better understand your audience. survey that nearly half of respondents plan to spend less time
on X, choosing instead to focus efforts on other platforms.
Though influencer marketing is a proven and powerful channel for
brand awareness, fewer companies than expected say that they Discover more about how the microblogging space is changing
currently have a program dedicated to influencers. The landscape in our Marketing Trends 2024 guide.
of influencer marketing is complex and constantly evolving,
so it could be that brands are still hesitant to dive in and dedicate
significant time and energy toward it.

44 Global State of Social Media 2024

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and consumer intelligence
Leading global organizations use
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solutions to better serve their customers.
Media Social Consumer
Intelligence Listening & Intelligence
Our social and media intelligence solutions Analytics
— brought to you by 2,300 employees in
50 offices across six continents — provide
our 27,000 corporate customers with the
insights they need to make better, more Media Social Media Inluencer
informed decisions. Relations Management Marketing

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45 Global State of Social Media 2024

 Appendix

46 Global State of Social Media 2024

 Appendix: Chart 1
Is there a channel where you plan to invest more time in 2024?
Select all that apply.
80.00%
Facebook

X (Formerly Twitter)

60.00% Instagram

TikTok

Snapchat
40.00%
LinkedIn

Pinterest
20.00% Reddit

YouTube

0.00% Twitch

Q3: B2B Q3: B2C Q3: NGO Q3: Agency Q3: Messenger
Government
Institution

47 Global State of Social Media 2024

 Appendix: Chart 2
Which channels are you currently using for organic social
strategy at your organization?

100.00% Facebook
X (Formerly Twitter)
Instagram
TikTok
Snapchat
LinkedIn
75.00% Pinterest
Reddit
YouTube
Twitch
Messenger
WhatsApp
50.00%
Douyin
Jodel
LIHKG
LINE
Sina Weibo

25.00% Telegram
Vkontakte
WeChat
Xiaohongshu
Xing
Threads
0.00% Other

Q3: B2B Q3: B2C Q3: NGO Q3: Agency Q3:

Government
Institution

48 Global State of Social Media 2024

 Appendix: Chart 3

What are the main challenges you face when it comes to

managing social media? (Select up to 3)

80.00% Don’t have the right tools

We don’t have a dedicated
social media manager
Bandwidth of the team

60.00% Lack of creative resources

(design tools)
Lack of creative resources
(staffing)
Low employee engagement
40.00% Don’t know what to post
Don’t have a defined strategy
No established processes
Fighting the algorithm
20.00%
Unauthorized regional
brand accounts

0.00%
Q3: B2B Q3: B2C Q3: NGO Q3: Agency Q3:
Government
Institution

49 Global State of Social Media 2024

 Appendix: Chart 4

How often do you use ChatGPT or other AI tools for

social media?

30.00% Responses

20.00%

10.00%

0.00%

On a daily basis Sometimes Occasionally I don’t use any

AI tools

50 Global State of Social Media 2024

 Appendix: Chart 5

How often do you use ChatGPT or other AI tools for

social media?

40.00% On a daily basis

Sometimes

30.00% Occasionally

I don’t use any AI tools

20.00%

10.00%

0.00%
Q3: B2B Q3: B2C Q3: NGO Q3: Agency Q3:
Government
Institution

51 Global State of Social Media 2024

 Appendix: Chart 6

When it comes to budgeting for your 2024 social media

marketing program, are you planning to:

50.00% Increase the budget

Dedicate the same amount

40.00%
Decrease the budget

I don’t know
30.00%

20.00%

10.00%

0.00%
Q3: B2B Q3: B2C Q3: NGO Q3: Agency Q3:
Government
Institution

52 Global State of Social Media 2024

 Appendix: Chart 7

What percentage of your overall marketing budget is

allocated for paid social?

50 Responses

40

30

20

10

0
Average Budget

53 Global State of Social Media 2024

 Appendix: Chart 8

Does your organization have an influencer marketing program?

80.00% Yes

No

60.00% Not yet, but this is

planned for 2024

I don’t know

40.00%

20.00%

0.00%
Q3: B2B Q3: B2C Q3: NGO Q3: Agency Q3:
Government
Institution

54 Global State of Social Media 2024

 Appendix: Chart 9

Do you have a dedicated head count for running

your influencer marketing program?

60.00% Responses

40.00%

20.00%

0.00%

Yes No, this is I don’t know

managed by
the social media
manager

55 Global State of Social Media 2024