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 major social media platforms in the United States:

Graph from Satista

TikTok: The New King of Engagement

With users spending an average of 53.8 minutes per day, TikTok has claimed the top spot in terms of user engagement. This short-form video platform has captured the attention of younger demographics, offering a unique blend of entertainment, education, and trends. This presents an opportunity to create engaging, snackable content that can quickly go viral. Think the Empire State Building teaching New York City the viral “Hot-To-Go” dance trend.

Key Takeaway: Social Network usage changes with different demographics, especially age. If your target audience aligns with TikTok’s demographic, prioritize creating authentic, trend-driven content that resonates with the platform’s rapid-fire nature. However, exercise caution before jumping on every viral bandwagon. The brands that truly shine on TikTok don’t just churn out engaging content; they masterfully craft content that’s both captivating and unmistakably on-brand. 

YouTube: The (Returning) Long-Form Champion

Coming in second, YouTube boasts an impressive 48.7 minutes of daily user engagement. YouTube’s versatility in accommodating both short-form and long-form content makes it a powerhouse platform for diverse industries. Whether you’re looking to deep-dive into product specifications, demonstrate how-to tutorials, or create entertaining brand content, YouTube offers a canvas for all. This flexibility allows brands to showcase their offerings in depth, educate their audience, and cultivate a loyal following through engaging video content that can range from quick snippets to comprehensive presentations.

Key Takeaway: Leverage YouTube’s versatility to your advantage. Develop a diverse video content strategy that includes both short, attention-grabbing clips and in-depth, informative content. This approach allows you to cater to different viewer preferences, attention spans, and stages of the customer journey. Whether it’s snappy product teasers, detailed tutorials, or behind-the-scenes brand stories, tailor your content to maximize engagement and provide value to your audience. Remember, on YouTube, you have the unique opportunity to both capture quick interest and nurture deeper connections with your viewers.

X/Twitter and Instagram: Tied for Daily Active Use

X/Twitter and Instagram show similar time spent on the social networks, with 34.1 and 33.1 minutes respectively. Twitter’s strength lies in real-time conversations and news, while Instagram excels in visual storytelling, influencer marketing, and engaging with community through comments, stories, and tags.

Key Takeaway: Tailor your content to each platform’s strengths. Use Twitter for timely updates, customer service, and joining relevant conversations. Leverage Instagram for visually appealing content, product showcases, and influencer collaborations. Utilizing hashtags to see how others are speaking about your brand can allow you to engage with life-long fans, potential new fans, and all those in between.

Facebook: The Established Giant

Despite facing competition from newer platforms, Facebook still commands a respectable 30.9 minutes of daily user time. Its vast user base and sophisticated targeting options make it a valuable platform for marketers. The chart above, however, shows how differently various generations use Facebook, with younger generations spending very little time there.

Key Takeaway: Don’t overlook Facebook in your marketing mix. Utilize its robust advertising tools and focus on building community through groups and engaging content.

Snapchat and Reddit: Niche Social Networks

While Snapchat and Reddit show lower daily usage times (30 and 24.1 minutes respectively), they offer unique opportunities for marketers. Snapchat’s augmented reality features and young user base can be perfect for certain brands, while Reddit’s topic-focused communities can be goldmines for targeted marketing. Snapchat and Reddit also offer media buying opportunities different from the other networks.

Key Takeaway: Consider these platforms if they align with your target audience. Snapchat can be great for playful, interactive campaigns, while Reddit can be valuable for establishing thought leadership and engaging in niche communities. Both can be useful for paid.

Implications for Marketers

1. Diversify Your Approach: Given the varied engagement levels across platforms, it’s crucial to have a presence on multiple channels. This allows you to reach your audience where they spend their time and preferences, but you don’t have to commit to every platform.
2. Tailor Content to Platform Strengths: Each platform has its unique features and user expectations. Adapt your content strategy accordingly to maximize engagement.
3. Focus on Video: With TikTok and YouTube leading in engagement, it’s clear that video content is king. Invest in creating compelling video content across platforms.
4. Understand Your Audience: While these statistics provide a general overview, your specific audience may have different usage patterns. Conduct research to understand where your target demographic spends their time.
5. Quality Over Quantity: Just because users spend more time on a platform doesn’t mean they want to see more of your content. Focus on creating high-quality, engaging content that adds value to your audience’s experience.
6. Experiment and Iterate: Social media landscapes are constantly evolving. Be prepared to experiment with new features and platforms, and always be ready to adapt your strategy based on performance data.

Conclusion

Understanding how much time people spend on various social media platforms is just the first step in crafting an effective social media marketing strategy. By leveraging these insights and tailoring your approach to each platform’s unique strengths, you can create more engaging content, reach your target audience more effectively, and ultimately drive better results for your brand.

Remember, the social media landscape is always changing. Stay informed about the latest trends and platform updates and be willing to adjust your strategy as user behaviors evolve. By staying agile and data-driven, you can ensure that your social media marketing efforts continue to deliver value in an ever-changing digital world.