From Facebook to TikTok, the Current State of the Social Media Market

The idea of social media is a noble one. They are supposed to connect people from all over the world and be a place to express themselves and their views. At the same time, however, social media is a huge business governed by equally huge numbers. So what is the current state of the industry and how many users are currently using the major social media outlets?

What Proportion of the Population Uses Social Media?


The number of people on Earth who use social media is approaching 4 billion and is growing by several per cent per year. This means that more than half of the planet’s population will soon be active on social media.

Among the biggest giants in this sector for years have been Facebook and Youtube. Instagram, Snapchat, TikTok and Twitter are also quite popular around the world. It is also worth noting that several social networks have hundreds of millions or even billions of users worldwide. WhatsApp in particular should be mentioned here.

Facebook – How Many Users Does Zuckerberg’s Empire Have?

Currently, the number of daily active Facebook users is estimated at 1.8 billion people. What is more, they are steadily increasing. The number of active users of this portal in mid-2023 is around 200 million more than the year before. Along with Google and Youtube, Facebook itself ranks as one of the most important websites on the internet.

Facebook stands out from other social media, not only in terms of the number of users, but also in terms of the comprehensiveness of the services it offers. While Instagram, for example, is a portal for adding photos and TikTok for short videos, the possibilities available on Facebook are almost limitless. Facebook is, after all, not just a place to add photos, reports and videos. Messenger, built into the portal, is the most popular instant messenger next to WhatsApp. People also search for jobs, make purchases and perform a myriad of other activities on Facebook. What’s more, Facebook also manages Instagram, which is used by more than half a billion people every day.

Facebook’s position in the social media industry is unassailable, just like Google’s position in the web browser market. It is difficult to foresee that Zuckerberg’s empire could significantly lose ground.

What Statistics Does YouTube Generate?


Every day on Youtube, people watch videos with a total length of one billion hours. The number of people using this service is regularly increasing. Currently, nearly 2 billion users watch videos from this service per month. In comparison, Youtube videos were watched by 1.5 billion people per month in 2023.

People are also keen to use this Google-owned portal. Indeed, more than 20 million people use Youtube. This means that approximately 75% of Internet users in the country on the Vistula River visit this portal.

What Are the Current Numbers of Other Popular Social Media?

2024 belongs to TikTok. The Chinese app for sending short videos is used by more than 500 million people every day. This is twice as many as the year before. The rate of growth in popularity is therefore impressive, but has been somewhat hampered by political reasons. The mere blocking of TikTok by Donald Trump is also further evidence of the huge importance of social media these days.

In contrast, the most popular app for sending disappearing photos, Snapchat, is gaining new users quite slowly. The app is currently used by roughly 240 million people per day, an increase of 30 million compared to mid-2023. Meanwhile, the average daily number of Twitter users is around 150 million. Every year, this statistic grows by 10%.

The Power of Community Building Beyond Social Media

Community building is naturally associated with social media sites. However, more and more operators in other industries are aiming not only to acquire new customers, but precisely to build entire communities around their services.

Online casinos are a good example of this. In the past they used to almost exclusively offer games that could be played alone, without interaction with other people. The user chose the type of game, such as fruit machines, and the outcome of the game was determined by the computer. In the case of the “gambling” games, the computer determined the outcome of the game. Thus, there was no interaction with another person.

Later, online casinos introduced features that introduced an element of competition between individual players. This included tournaments with additional prize pools that involved a specific game, such as a video slot. This meant that to win, you needed to prove yourself better than other members of a particular group of players. Visit

Today, the greatest emphasis on building interaction and community around gambling comes in live casinos. Here, the games are played not by a computer but by a real croupier located in a land-based casino or in a special studio prepared for a live online casino. Players watch the croupier and the course of the game via video transmission. The live casino also has an in-built chat room that allows contact with the dealer and between players. Rounds of, for example, blackjack or poker played in this way gain followers and gather communities around the respective online casino.

Where Does the Power of Social Media Come From – Data and Statistics


Social media is a perfect example of how dynamic today’s marketing industry is, or rather, why it needs to be so dynamic. Social media is undergoing constant change and its biggest advantage and also disadvantage – at least from the perspective of some – is that it hates stagnation. Online communication channels are constantly evolving and creating new and innovative features based on the actions of their users. To create an effective marketing strategy in 2024, you need to follow the trends.

However, let’s first answer the question: why is it basically the way it is? Why is social media so strong and its power is only growing and has no intention of slowing down? According to a Data Reportal report entitled ‘Digital 2023’ published on 27 January 2023, more than half a billion new unique users appeared on various social media channels in 2023. The report also states that if the time spent using the Internet by all its users were counted, it would turn out that humanity has spent as much as 1.3 billion years surfing the web – in this one year alone! And the trend is, after all, upward. The average number of hours spent on social media by respondents is 2 hours and 25 minutes per day.

More than 53% of the total population are social media users, and when comparing these 4.2 billion people to reports from previous years, it is noticeable that this figure is increasing year on year. This has certainly been heavily influenced by the coronavirus pandemic that just started in 2023 – after the worst of the pandemic, both remote working and the general digitalisation of everyday life have stayed with us. The numbers and data may sound promising – so many potential consumers in a well-defined space. Nothing to do but launch a campaign and grab as much of the market for yourself as possible. Exactly – a share, because with so much potential in social media, there is just as much competition, and the more content there is on the web, the quicker potential consumers will “eat it up”. So how do you stand out from the crowd and capitalize on what’s out there in social media? What trends will reign supreme in 2024?

The Human Face of the Brand – Be Authentic!

After so many years of seeing staged, powdered and glitter-covered content, Internet users have had it up to their noses. Authenticity is slowly becoming the benchmark for the success of social media platforms. There is a reason why the BeReal app has become so popular since around mid-2024. Its premise is ingenious in its simplicity – once every 24 hours, all users of the app receive a notification on their smartphones that it’s ‘time to be real’ and from that moment on, they have exactly two minutes to take a photo – no filters, no special trip to any of the well-known locations in the area. The app captures both the front camera and the one on the back of the phone so that friends can see both our face and what we are currently doing.