16 Sep Time Spent on Social Media 2024: Understanding User Engagement for Effective Marketing

Posted at 10:47h in Social Media Analytics by
If you were savagely ranking your friends on MySpace in 2007 (when Ignite was founded ), you know that the social media landscape has undergone a significant transformation. What once began as simple platforms for connecting with friends have exploded into vibrant, multifaceted ecosystems where content reigns supreme, brand interactions are the norm, and wallets open with a simple tap. According to GWI, time spent on social media has also transformed over the last several years with the average person spending the equivalent of “The Godfather” movie (2 hours and 23 minutes) on various social media platforms every day. 

Users aren’t putting all their eggs in one digital basket, however. They’re platform-hopping across various networks. So, how are they sharing their time between platforms, and how can we use this to enhance our social strategies? By understanding where users invest their time, we can turn fleeting interactions into powerful brand opportunities.

Time Spent on Social Networks 2024

Average daily time spent on leading U.S. social networks – Statista 2024

 

2024–2025 Platform Usage Benchmarks

 

What are the 2024 daily time-spent benchmarks by platform?

U.S. users now spend a feature-film’s worth of time on social every day (2h 23m – GWI, 2024). Platform share breaks down as follows:
  • TikTok: 53.8 min
  • YouTube: 48.7 min
  • X/Twitter: 34.1 min
  • Instagram: 33.1 min
  • Facebook: 30.9 min
  • Snapchat: 30 min
  • Reddit: 24.1 min

These averages (Statista, Q1 2024) reveal that short-form video dominates attention, while legacy networks retain reach. See our full audience behavior study.

Why is TikTok leading in engagement in 2024?

TikTok’s algorithm surfaces interest-based content within seconds, delivering 38 % higher average watch-through rates than competitor Reels (Sprout Social, 2024). Coupled with creator tools, live shopping, and trending audio, the platform keeps Gen Z and Millennials scrolling.

Our internal analysis across 14 retail clients shows TikTok’s organic reach at 6.1 × follower count vs. 1.4 × on Instagram Reels (Ignite Social Media, May 2024).

Empire State Building TikTok example

 

How to build a high-impact TikTok strategy in 5 steps?

  1. Hook fast: Use movement or text within first 1.3 s (TikTok Creative Center, 2024).
  2. Trend filter: Only adopt trends that map to brand values.
  3. Series format: Episodic content boosts follow-through by 22 % (HubSpot, 2024).
  4. Creator collabs: Leverage Spark Ads to amplify UGC at lower CPMs.
  5. Measure beyond views: Track view-through conversions in TikTok Attribution Manager.

Need help? Download our TikTok content calendar template.

 

Is YouTube still worth it for long-form content in 2025?

Yes. Average session duration on long-form YouTube videos rose 12 % YoY after Shorts drove new channel discovery (Google Internal Data, 2024). Brands that combine Shorts teasers with deep-dive videos see 1.7 × higher subscriber growth (Ignite campaign meta-analysis, 2024).

 

How to balance YouTube Shorts and long-form for funnel objectives?

Use the 3-Layer Funnel Framework:
  • Awareness: 15-60 s Shorts; broad keywords;
  • Consideration: 2-5 min tutorials; mid-funnel CTAs;
  • Conversion: 5-20 min demos, case studies, live streams with clickable product links.

Cross-link via cards and pinned comments. YouTube reports that videos containing Shorts-to-long links drive 25 % more playlist completions (YouTube Analytics, 2024).

 

X (formerly Twitter) vs. Instagram: Which drives better real-time engagement?

Metric (2024 U.S.)X/TwitterInstagram
Avg. comment rate0.9 %1.4 %
Avg. CTR on links2.2 %0.8 %
Speed to virality<2 hrs~6 hrs
Trending discoverabilityHigh (Hashtags, For You)Medium (Explore)

Choose X for newsjacking and customer support; choose Instagram for richer visuals and influencer activations.

 

What content works best on Facebook in 2025?

Meta’s 2025 feed update prioritizes meaningful interactions. Live streams (+37 % reach), Reels, and Private Groups posts outperform link shares (Meta, 2025). Target older Millennials and Gen X, and use Advantage+ campaigns for efficient retargeting. Learn how we reduced CPA by 29 %.

 

Should brands invest in Snapchat or Reddit?

Snapchat excels for Gen Z product launches with AR try-ons delivering 2.4 × purchase intent (Snap Inc., 2024). Reddit drives high-intent traffic via community ads; cost-per-clicks are 42 % lower than Facebook for niche B2B topics (Reddit Ads Benchmark, 2024).

Select the network aligned to audience mindset: playful discovery on Snapchat vs. research-heavy on Reddit.

 

Which metrics matter most for social media ROI?

Use the ICE Model (Impact, Cost, Engagement):
  • Impact: Revenue, leads, attributed conversions
  • Cost: CPM, CPC, CPA
  • Engagement: ER, watch time, saves

Video posts generate 38 % higher engagement than static (Sprout Social Index, 2024). Pair with UTM tracking and platform pixels for full-funnel visibility.

 

How to allocate budget across platforms in 2025?

Start with a 60/40 split: 60 % proven channels (Meta, YouTube), 40 % growth plays (TikTok, Snapchat). Rebalance quarterly using marginal ROI. Our budget diversification study shows brands shifting 15 % of Facebook spend to TikTok achieved a 21 % lift in ROAS.

 

7 best AI tools for social media marketers (2024-2025)

  1. Canva Magic Design – instant visual concepts
  2. ChatGPT Advanced Data Analysis – caption A/B testing
  3. Loomly AI – predictive post timing
  4. Hootsuite OwlyWriter – bulk content drafts
  5. Vidyo.ai – auto-clip long videos to Shorts/Reels
  6. Brandwatch Iris – sentiment AI
  7. Meta Advantage+ Creative – dynamic ad variations

Combine with our AI use-case library for full implementation guidance.

 

What are common mistakes to avoid in cross-platform strategies?

1. Posting identical content everywhere (hurts relevance)
2. Ignoring community management (response time > 1 hr costs 15 % in CSAT – Zendesk, 2024)
3. Skipping alt-text/video captions (accessibility & engagement)
4. Neglecting dark social tracking (missing share data)

Download our 2025 social media audit checklist to find gaps.


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