In 2024, global advertising spending will reach an estimated 917 billion U.S. dollars, up from 845 billion dollars a year earlier. That represents a year-over-year (YoY) growth of approximately 8.5 percent. The annual value was projected to continue to expand, surpassing 1.17 trillion dollars by 2028. World's top advertising channels According to another source's forecasts, the internet alone attracted seven out of 10 ad dollars worldwide in 2024, solidifying digital channels' relevance for the industry. The rest of the top three global ad media included TV and outdoor displays, which collectively accounted for little more than 20 percent of the market. However, the out-of-home (OOH) segment was expected to be the world's fastest-growing ad medium that year, and the only one with a double-digit increase rate. Leading countries and media companies In 2023, Alphabet concentrated around one-quarter of global ad revenues. Meta, Amazon, Alibaba, and TikTok followed , revealing that five big techs held most of the world's ad revenues. Meanwhile, the United States came in first on the ranking of economies by ad spending in 2024. It stood far ahead of the second place, China, and both left the United Kingdom and Japan nearly tied for the third place.

Use our Instagram Hashtags dataset (public data) to extract insights by filtering hashtags, follower counts, account type, or engagement metrics. Depending on your needs, you can purchase the full dataset or a customized subset. Popular use cases include trend analysis, brand monitoring, hashtag optimization, and influencer marketing. The dataset includes key data points such as hashtags, engagement scores, associated posts, locations, account types (business/non-business), and much more.

Global ad spend were expected to reach over $134 billion in 2022. This means that it has increased by over 17% yearly.

Researcher(s): Alexandros Mokas, Eleni Kamateri

Supervisor: Ioannis Tsampoulatidis

This repository contains 3 social media datasets:

2 Post-processing datasets: These datasets contain post-processing data extracted from the analysis of social media posts collected for two different use cases during the first two years of the Deepcube project. More specifically, these include:

• The UC2 dataset containing the post-processing analysis of the Twitter data collected for the DeepCube use case (UC2) dealing with the climate induced migration in Africa. This dataset contains in total 5,695,253 social media posts collected from the Twitter platform, based on the initial version of search criteria relevant to UC2 defined by Universitat De Valencia, focused on the regions of Ethiopia and Somalia and started from 26 June, 2021 till March, 2023.
• The UC5 dataset containing the post-processing analysis of the Twitter and Instagram data collected for the DeepCube use case (UC5) related to the sustainable and environmentally-friendly tourism. This dataset contains in total 58,143 social media posts collected from the Twitter and Instagram platform (12,881 collected from Twitter and 45,262 collected from Instagram), based on the initial version of search criteria relevant to UC5 defined by MURMURATION SAS, focused on the regions of Brasil and started from 26 June, 2021 till March, 2023.

1 Annotated dataset: An additional anottated dataset was created that contains post-processing data along with annotations of Twitter posts collected for UC2 for the years 2010-2022. More specifically, it includes:

• The UC2 dataset contain the post-processing of the Twitter data collected for the DeepCube use case (UC2) dealing with the climate induced migration in Africa. This dataset contains in total 1721 annotated (412 relevant and 1309 irrelevant) by social media posts collected from the Twitter platform, focused on the region of Somalia and started from 1 January, 2010 till 31 December, 2022.

For every social media post retrieved from Twitter and Instagram, a preprocessing step was performed. This involved a three-step analysis of each post using the appropriate web service. First, the location of the post was automatically extracted from the text using a location extraction service. Second, the images included in the post were analyzed using a concept extraction service, which identified and provided the top ten concepts that best described the image. These concepts included items such as "person," "building," "drought," "sun," and so on. Finally, the sentiment expressed in the post's text was determined by using a sentiment analysis service. The sentiment was classified as either positive, negative, or neutral.

After the social media posts were preprocessed, they were visualized using the Social Media Web Application. This intuitive, user-friendly online application was designed for both expert and non-expert users and offers a web-based user interface for filtering and visualizing the collected social media data. The application provides various filtering options, an interactive map, a timeline, and a collection of graphs to help users analyze the data. Moreover, this application provides users with the option to download aggregated data for specific periods by applying filters and clicking the "Download Posts" button. This feature allows users to easily extract and analyze social media data outside of the web application, providing greater flexibility and control over data analysis.

The dataset is provided by INFALIA.

INFALIA, being a spin-off of the CERTH institute and a partner of a research EU project, releases this dataset containing Tweets IDs and post pre-processing data for the sole purpose of enabling the validation of the research conducted within the DeepCube. Moreover, Twitter Content provided in this dataset to third parties remains subject to the Twitter Policy, and those third parties must agree to the Twitter Terms of Service, Privacy Policy, Developer Agreement, and Developer Policy (https://developer.twitter.com/en/developer-terms) before receiving this download.

This dataset supports research on how engagement with social media (Instagram and TikTok) was related to problematic social media use (PSMU) and mental well-being. There are three different files. The SPSS and Excel spreadsheet files include the same dataset but in a different format. The SPSS output presents the data analysis in regard to the difference between Instagram and TikTok users.

Usecase/Applications possible with the data:

Customer feedback analysis: Analyzing customer feedback can be helpful for businesses to keep customers happy, stay loyal to the brand, and identify any areas to improve.

Social media monitoring: With sentiment analysis, companies can monitor what's being said about them on social media and use that to figure out how people feel about their products and services and track any new trends.

Market research: Sentiment analysis can be used to analyze market trends and consumer preferences, which can help companies make informed business decisions and develop effective marketing strategies.

Financial analysis: You can use sentiment analysis to determine what people say about the stock market through news and social media, which can help you make investing decisions.

For e-commerce (amazon/Bestbuy/home depot and much more) following data fields can be included: Title Price Vendor Name Ratings Reviews Brand ASIN URL Sentiment analysis for each review And other fields, as per request

As of April 2024, almost 32 percent of global Instagram audiences were aged between 18 and 24 years, and 30.6 percent of users were aged between 25 and 34 years. Overall, 16 percent of users belonged to the 35 to 44 year age group. Instagram users With roughly one billion monthly active users, Instagram belongs to the most popular social networks worldwide. The social photo sharing app is especially popular in India and in the United States, which have respectively 362.9 million and 169.7 million Instagram users each. Instagram features One of the most popular features of Instagram is Stories. Users can post photos and videos to their Stories stream and the content is live for others to view for 24 hours before it disappears. In January 2019, the company reported that there were 500 million daily active Instagram Stories users. Instagram Stories directly competes with Snapchat, another photo sharing app that initially became famous due to it’s “vanishing photos” feature. As of the second quarter of 2021, Snapchat had 293 million daily active users.

Indonesia Big Data Analytics Software Market Analysis The Indonesia Big Data Analytics Software market is poised to witness substantial growth over the forecast period of 2025-2033, with a CAGR of 9.35%. In 2025, the market stood at a value of USD 43.15 million and is projected to reach a remarkable value by 2033. This growth is primarily driven by the increasing adoption of digital technologies, the proliferation of data-intensive applications, and the growing need for businesses to make data-driven decisions. Key trends shaping the market include the rising popularity of cloud-based big data analytics solutions, the emergence of advanced analytics techniques such as machine learning and artificial intelligence, and the growing awareness of data privacy and security concerns. Despite these positive factors, the market faces challenges such as the lack of skilled professionals in data analytics, the high cost of implementation, and the complexities associated with managing and integrating large volumes of data. Prominent players in the market include Teradata, SAS, SAP, Tableau Software, and IBM Corporation, among others. Market Size and Growth The Indonesia Big Data Analytics Software Market is projected to grow from USD 235.6 million in 2023 to USD 1,159.1 million by 2029, exhibiting a CAGR of 24.3% during the forecast period. This growth can be attributed to the increasing adoption of big data analytics solutions by organizations to enhance their decision-making, improve operational efficiency, and gain a competitive advantage. Recent developments include: June 2024: Indosat Ooredoo Hutchison (Indosat) and Google Cloud expanded their long-term alliance to accelerate Indosat’s transformation from telco to AI Native TechCo. The collaboration will combine Indosat’s vast network, operational, and customer datasets with Google Cloud’s unified AI stack to deliver exceptional experiences to over 100 million Indosat customers and generative AI (GenAI) solutions for businesses across Indonesia. These include geospatial analytics and predictive modeling, real-time conversation analysis, and back-office transformation. Indosat’s early adoption of an AI-ready data analytics platform exemplifies its forward-thinking approach., June 2024: Palo Alto Networks launched a new cloud facility in Indonesia, catering to the rising demand for local data residency compliance. The move empowers organizations in Indonesia with access to Palo Alto Networks' Cortex XDR advanced AI and analytics platform that offers a comprehensive security solution by unifying endpoint, network, and cloud data. With this new infrastructure, Indonesian customers can ensure data residency by housing their logs and analytics within the country.. Key drivers for this market are: Higher Emphasis on the Use of Analytics Tools to Empower Decision Making, Rapid Increase in the Generation of Data Coupled with Availability of Several End User Specific Tools due to the Growth in the Local Landscape. Potential restraints include: Higher Emphasis on the Use of Analytics Tools to Empower Decision Making, Rapid Increase in the Generation of Data Coupled with Availability of Several End User Specific Tools due to the Growth in the Local Landscape. Notable trends are: Small and Medium Enterprises to Hold Major Market Share.

Creative Services Market size is valued at USD 3.167 Billion in the year 2024 and it is expected to reach USD 5.353 Billion in 2031 at a CAGR of 6.78% over the forecast period of 2024 to 2031.

Creative Services Market Drivers

Digital Transformation: The shift towards digital platforms has created a significant demand for creative services. Businesses need compelling digital content, websites, and online advertising to engage customers, necessitating creative expertise.

Increasing Importance of Branding: Companies are investing heavily in branding to differentiate themselves in a competitive market. Creative services play a crucial role in developing brand identity, including logos, packaging, and marketing materials.

Growing Use of Social Media: The rise of social media platforms has created a demand for creative content to engage audiences. Businesses require visually appealing graphics, videos, and advertisements to capture the attention of users on platforms like Instagram, Facebook, and Twitter.

The Big Data Spending market is experiencing robust growth, projected to reach $11.45 billion in 2025 and maintain a Compound Annual Growth Rate (CAGR) of 10% through 2033. This expansion is driven by several key factors. The increasing volume of data generated across various sectors, including healthcare, finance, and retail, necessitates advanced analytics capabilities. Businesses are increasingly adopting big data solutions to gain valuable insights into customer behavior, optimize operations, and improve decision-making. Furthermore, the rising adoption of cloud-based big data platforms and the development of sophisticated data analytics tools are fueling market growth. The market is segmented into services and software, with both segments contributing significantly to the overall revenue. Leading companies like Amazon, Microsoft, and Google are heavily invested in this space, driving innovation and competition. North America currently holds a significant market share, driven by early adoption and strong technological infrastructure. However, regions like APAC are expected to witness significant growth in the coming years due to increasing digitalization and government initiatives. While data security and privacy concerns present some restraints, the overall market outlook remains positive, with the continued evolution of technologies like artificial intelligence and machine learning further accelerating growth. The competitive landscape is highly dynamic, with established technology giants and specialized big data companies vying for market share. Key competitive strategies include strategic partnerships, acquisitions, and the development of innovative solutions tailored to specific industry needs. Companies are focusing on providing comprehensive solutions encompassing data storage, processing, analysis, and visualization. The increasing demand for real-time data analytics and predictive modeling is another major trend shaping the market. The ability to effectively manage and analyze large datasets is becoming increasingly critical for businesses to maintain a competitive edge, ensuring the continued expansion of the Big Data Spending market. Despite potential risks associated with data breaches and regulatory compliance, the overall positive market trends suggest substantial growth opportunities for companies operating in this sector.

The Data Analytics in Retail Industry is segmented by Application (Merchandising and Supply Chain Analytics, Social Media Analytics, Customer Analytics, Operational Intelligence, Other Applications), by Business Type (Small and Medium Enterprises, Large-scale Organizations), and Geography. The market size and forecasts are provided in terms of value (USD billion) for all the above segments.

Affinity analysis results (with a confidence level above 50%).

Researcher(s): Alexandros Mokas, Eleni Kamateri

Supervisor: Ioannis Tsampoulatidis

This dataset contains the post-processing of the social media data collected for two different use cases during the first two years of the Deepcube project.

More specifically, it contains two sub-datasets, including:

1. The UC2 dataset containing the post-processing of the Twitter data collected for the DeepCube use case (UC2) dealing with the climate induced migration in Africa. This dataset contains in total 5,695,253 social media posts collected from the Twitter platform, based on the initial version of search criteria relevant to UC2 (defined by Universitat De Valencia), focused on the regions of Ethiopia and Somalia and started from 26 June, 2021 till March, 2023.
2. The UC5 dataset containing the post-processing of the Twitter and Instagram data collected for the DeepCube use case (UC5) related to the sustainable and environmentally-friendly tourism. This dataset contains in total 58,143 social media posts collected from the Twitter and Instagram platform (12,881 collected from Twitter and 45,262 collected from Instagram), based on the initial version of search criteria relevant to UC5 (defined by MURMURATION SAS), focused on the regions of Brasil and started from 26 June, 2021 till March, 2023.

For every social media post retrieved from Twitter and Instagram, a preprocessing step was performed. This involved a three-step analysis of each post using the appropriate web service. First, the location of the post was automatically extracted from the text using a location extraction service. Second, the images included in the post were analyzed using a concept extraction service, which identified and provided the top ten concepts that best described the image. These concepts included items such as "person," "building," "drought," "sun," and so on. Finally, the sentiment expressed in the post's text was determined by using a sentiment analysis service. The sentiment was classified as either positive, negative, or neutral.

After the social media posts were preprocessed, they were visualized using the Social Media Web Application. This intuitive, user-friendly online application was designed for both expert and non-expert users and offers a web-based user interface for filtering and visualizing the collected social media data. The application provides various filtering options, an interactive map, a timeline, and a collection of graphs to help users analyze the data. Moreover, this application provides users with the option to download aggregated data for specific periods by applying filters and clicking the "Download Posts" button. This feature allows users to easily extract and analyze social media data outside of the web application, providing greater flexibility and control over data analysis.

The dataset is provided by INFALIA.

INFALIA, being a spin-off of the CERTH institute and a partner of a research EU project, releases this dataset containing Tweets IDs and post pre-processing data for the sole purpose of enabling the validation of the research conducted within the DeepCube. Moreover, Twitter Content provided in this dataset to third parties remains subject to the Twitter Policy, and those third parties must agree to the Twitter Terms of Service, Privacy Policy, Developer Agreement, and Developer Policy (https://developer.twitter.com/en/developer-terms) before receiving this download.

License: Creative Commons Attribution 4.0 International

Snapshot img

Social Networking Market Size 2025-2029

The social networking market size is forecast to increase by USD 312.3 billion at a CAGR of 21.6% between 2024 and 2029.

The market is experiencing significant growth, driven by the increasing internet penetration worldwide. With more individuals gaining access to the internet, the number of social media users continues to rise, providing a vast audience for businesses to engage with. However, this market growth is not without challenges. Privacy concerns have emerged as a major obstacle, with users becoming increasingly wary of how their data is being collected and used. This trend is particularly prevalent in regions with stringent data protection regulations. Despite these challenges, social networking platforms continue to innovate and adapt to meet user demands and regulatory requirements. For instance, some companies are focusing on improving data security and privacy features to address user concerns. Others are exploring new revenue streams, such as e-commerce and subscription services, to diversify their offerings and mitigate the impact of declining organic reach on advertising revenues. Companies seeking to capitalize on the opportunities presented by the market must stay abreast of these trends and navigate privacy concerns effectively to succeed. Adopting a user-centric approach, investing in data security and privacy, and exploring new revenue streams are key strategies for companies looking to thrive in this dynamic market.

What will be the Size of the Social Networking Market during the forecast period?

Request Free SampleThe market continues to evolve, driven by the increasing number of smartphone users worldwide. This market encompasses various platforms, including messaging sites like Facebook Messenger and iMessage, as well as e-commerce platforms integrated with social media, such as Instagram. The business of apps has shifted towards a bottom-up approach, with independent databases and performance indicators becoming essential for B2C enterprises. In-app purchases and the purchase of apps themselves have become significant revenue streams. The market exhibits an s-curve function, with early adopters leading the way, followed by the mass market. The rise of 5G technology is expected to fuel further growth, enabling more experiences through 3D image context and real-time communication. However, data security concerns persist, necessitating security measures. National lockdowns have accelerated the shift towards online communities for various activities, including theatre, sports, art, music, and games. Overall, the market is a dynamic and evolving landscape, presenting both opportunities and challenges for businesses.

How is this Social Networking Industry segmented?

The social networking industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments. TypeAdvertisingIn-app purchasePaid appsDistribution ChannelGoogleAppleServiceCommunicationEntertainmentSocializationMarketingCustomer servicePlatformWebsite-basedMobile appsHybrid platformsGeographyNorth AmericaUSCanadaAPACChinaIndiaJapanEuropeFranceGermanyItalyUKSouth AmericaBrazilMiddle East and Africa

By Type Insights

The advertising segment is estimated to witness significant growth during the forecast period.The market is experiencing significant growth, with the advertising segment leading the way in 2024. Social media advertising, which utilizes social media platforms to engage audiences, has gained popularity due to its ability to deliver highly targeted campaigns on social networking sites. Common advertising formats include static images, videos, stories, and messenger ads. The increasing use of social media for brand promotion and product awareness is driving market expansion. Furthermore, the rise of in-app purchases and the monetization of apps have contributed to the market's growth. A bottom-up approach, utilizing independent databases and performance indicators, reveals that smartphone users are the primary consumers, with a growing preference for cloud-based apps on Apple iOS-based devices. Consumer attitudes towards data security and privacy concerns are influencing market trends, with 5G technology and AI-based libraries playing a crucial role in addressing these concerns. National lockdowns have accelerated the shift towards online communities, live streaming videos, and OTT platforms. Influencer marketing and customized photo collages are also emerging trends in the market. The business of apps, including e-commerce platforms like Facebook Shops, and Big Tech companies, continue to dominate the landscape. Exchange rates and

Get a glance at the market report of share of various segments Request Free Sample

The Advertising segment w

In 2021, approximately four billion U.S. dollars were spent on influencer marketing in the United States. This figure would mark a projected increase of around one more billion, just one year later, in 2022. Further growth is anticipated for the future.

Benefits of influencer marketing Influencer marketing has become one of the most popular and effective forms of social media marketing. By partnering up with well-known internet personalities, brands can leverage their massive audience reach and promote products and services to a wealth of potential customers. Apart from increasing visibility and driving engagement, influencer cooperation can also boost revenues for companies of all sizes, as recommendations from social media stars have come to impact shopping behavior for millions of online users worldwide. In line with overall spending growth on this channel, the global market size of influencer marketing platforms is also growing by double digits.

What is the most popular platform for influencer marketing? Influencers bridge the gap between brands and consumers in terms of engagement and interaction, but which platform is best suited for collaboration? According to a recent survey, Instagram remains the most popular platform for influencer marketing worldwide. Content creators have long embraced the app for its various photo- and video-sharing features. Seeing that the platform now also has an inherent shopping tab, it comes as no surprise that marketers are planning to increase influencer endorsement on Instagram in the future. Video-based platforms such as TikTok are also becoming increasingly relevant because of their massive reach, particularly among Gen Z internet users.

Snapshot img

Big Data In Manufacturing Market Size 2024-2028

The big data in manufacturing market size is forecast to increase by USD 17.32 billion at a CAGR of 25.86% between 2023 and 2028.

The big data market in manufacturing is experiencing significant growth due to several key trends. The increasing adoption of Industry 4.0 and the emergence of artificial intelligence (AI) and machine learning (ML) are major drivers. The complexity of big data analytics is also fueling market growth. Industry 4.0, also known as the Fourth Industrial Revolution, is transforming manufacturing processes through automation and data-driven decision making. AI and ML are essential tools in this digital transformation, enabling predictive maintenance, quality control, and supply chain optimization. The analysis of vast amounts of data generated by these technologies is crucial for manufacturers to gain insights, improve efficiency, and remain competitive.
However, the challenges of managing and processing large volumes of data, ensuring data security, and integrating various data sources remain significant barriers to entry. Despite these challenges, the potential benefits of big data analytics in manufacturing are substantial, making it an exciting and dynamic market to watch.

What will be the Size of the Big Data In Manufacturing Market During the Forecast Period?

Request Free Sample

The big data market in manufacturing is experiencing robust growth, driven by the increasing adoption of advanced technologies such as M2M communication, IoT, RFIDs, sensors, barcode readers, robots, automation, artificial intelligence (AI), and machine learning. OEMs are integrating these technologies into their production processes to enhance operational efficiency, reduce costs, and improve product quality. ERP systems are being upgraded with real-time analytics capabilities to enable data-driven decision-making. Processing power and storage capacity are no longer limiting factors, as cloud-based solutions offer virtually unlimited resources. Industrial digitalization is transforming the manufacturing landscape, with IT teams shifting focus from on-premises to cloud-based apps.
Open-source initiatives and descriptive analytics are gaining traction, enabling organizations to derive insights from their data and optimize performance. Connected devices and RFID technology are revolutionizing supply chain management and inventory control. Overall, the manufacturing industry is evolving into a metrics-based, data-driven sector, where AI and machine learning are becoming essential tools for competitive advantage.

How is this Big Data In Manufacturing Industry segmented and which is the largest segment?

The big data in manufacturing industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Type

  Services
  Solutions


Deployment

  On-premises
  Cloud-based
  Hybrid


Geography

  North America

    Canada
    US


  APAC

    China


  Europe

    Germany
    UK


  South America



  Middle East and Africa

By Type Insights

The services segment is estimated to witness significant growth during the forecast period.

In the manufacturing sector, the services segment led the big data market in 2023 due to the increasing adoption of data analytics for cost savings, resource optimization, and operational efficiency. The manufacturing industry generates massive data from various sources, including sensors, machines, production lines, and supply chain operations. This data is a valuable asset, enabling predictive maintenance, real-time product quality monitoring, and inventory optimization. Big data services facilitate these applications, enabling manufacturers to minimize downtime, reduce defects, and optimize resource allocation. Leading OEMs, ERP systems, and M2M communication providers, such as John Deere, Oracle Corporation, and SAS Institute Inc, are integrating big data analytics into their offerings.

IoT, RFIDs, sensors, barcode readers, robots, and AI are key technologies driving industrial digitalization. Big data analytics solutions from Altair, Snowflake, Clustering, Regression, and Fair Isaac Corporation facilitate predictive asset management, inventory management, and supply chain analysis. The manufacturing industry's transition to connected factories and automation is accelerating, with cloud-based solutions from IBM, Cerner, and others enabling on-premises and cloud-based deployments.

Get a glance at the market report of various segments Request Free Sample

The Services segment was valued at USD 2.5 billion in 2018 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 45% to the growth of the glo

In 2024, Meta (formerly Facebook Inc) generated over 160 billion U.S. dollars in ad revenues. Advertising accounts for the vast majority of the social network's revenue. Facebook advertising revenue – additional information Facebook’s business model heavily relies on ads, as the majority of social network’s revenue comes from advertising. In 2020, about 97.9 percent of Facebook's global revenue was generated from advertising, whereas only around two percent was generated by payments and other fees revenue. Facebook ad revenue stood at close to 86 billion U.S. dollars in 2020, a new record for the company and a significant increase in comparison to the previous years. For instance, the social network generated almost seven billion U.S. dollars in ad revenue in 2013, about 10 billion less than the 2015 figure. Facebook's average revenue per user also significantly increased in the same time span, going from 6.81 U.S. dollars in 2013 to 32.03 U.S. dollars in 2020. The U.S. and Canada are important markets for Facebook, considering the average revenue per user (ARPU) in these two countries is far above the global average. Facebook’s ARPU in the U.S. and Canada was 41.41 U.S. dollars in the last quarter of 2019, while the global average was 8.52 U.S. dollars. In Europe, Facebook’s average revenue per user was 13.21 U.S. dollars during the same time period. In terms of segments, mobile is the most promising advertising form for the company. In 2018, Facebook’s mobile advertising revenue already accounted for 92 percent of the social network’s total advertising revenue. Facebook’s mobile advertising revenue grew from an estimate of 13 billion U.S. dollars in 2015 to 50.6 billion U.S. dollars in 2018.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents. The global social media marketing segment According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide. Social media for B2B marketing Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

As of April 2024, around 16.5 percent of global active Instagram users were men between the ages of 18 and 24 years. More than half of the global Instagram population worldwide was aged 34 years or younger. Teens and social media As one of the biggest social networks worldwide, Instagram is especially popular with teenagers. As of fall 2020, the photo-sharing app ranked third in terms of preferred social network among teenagers in the United States, second to Snapchat and TikTok. Instagram was one of the most influential advertising channels among female Gen Z users when making purchasing decisions. Teens report feeling more confident, popular, and better about themselves when using social media, and less lonely, depressed and anxious. Social media can have negative effects on teens, which is also much more pronounced on those with low emotional well-being. It was found that 35 percent of teenagers with low social-emotional well-being reported to have experienced cyber bullying when using social media, while in comparison only five percent of teenagers with high social-emotional well-being stated the same. As such, social media can have a big impact on already fragile states of mind.

As of January 2025, 28.3 percent of Instagram users in the United States were aged between 25 and 34 years, making up the platform’s largest audience in the country. Overall, the group with the second-highest usage was those aged 18 to 24 years, with 26.5 percent of users, followed by 19.4 percent that were aged 35 to 44 years. The age group that used Instagram the least was those older than 65 years, making up 5.8 percent of users, respectively. Popular social media platforms in the United States Instagram was the third most visited social media platform in the United States as of March 2024 across desktop, mobile, and tablet devices combined, accounting for 14.13 percent of all social media visits in the country. Despite Instagram’s popularity, Facebook remained the leading social media platform by far in the U.S., accounting for almost 50 percent of all social media visits. Pinterest and X (formerly Twitter) ranked second and fourth in terms of visits, with 21.2 percent and 10.91 percent of visits, respectively. Instagram’s global audience Instagram’s global popularity continues to surge, with no signs of slowing down. As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, while the United States had the second-highest market with 169.65 million users, followed by Brazil, Indonesia, and Turkey, respectively. As of April 2024, Instagram was the third most popular social network globally, reaching two billion monthly active users.