How much time do people spend on social media?

              As of 2024, the average daily social media usage of internet users worldwide amounted to 143 minutes per day, down from 151 minutes in the previous year. Currently, the country with the most time spent on social media per day is Brazil, with online users spending an average of three hours and 49 minutes on social media each day. In comparison, the daily time spent with social media in
              the U.S. was just two hours and 16 minutes. Global social media usageCurrently, the global social network penetration rate is 62.3 percent. Northern Europe had an 81.7 percent social media penetration rate, topping the ranking of global social media usage by region. Eastern and Middle Africa closed the ranking with 10.1 and 9.6 percent usage reach, respectively.
              People access social media for a variety of reasons. Users like to find funny or entertaining content and enjoy sharing photos and videos with friends, but mainly use social media to stay in touch with current events friends. Global impact of social mediaSocial media has a wide-reaching and significant impact on not only online activities but also offline behavior and life in general.
              During a global online user survey in February 2019, a significant share of respondents stated that social media had increased their access to information, ease of communication, and freedom of expression. On the flip side, respondents also felt that social media had worsened their personal privacy, increased a polarization in politics and heightened everyday distractions.

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Artificial Intelligence in Social Media Market Size 2024-2028

The artificial intelligence (AI) in social media market size is forecast to increase by USD 5.57 billion at a CAGR of 27.82% between 2023 and 2028.

Artificial Intelligence is revolutionizing the social media market by enabling advanced data analysis and personalized user experiences. The growing demand for data integration and visual analytics is a significant market growth factor, as businesses seek to gain insights from vast amounts of social media data.
Additionally, the increasing use of social media for advertising has created a need for AI-powered solutions to effectively target and engage consumers. However, the lack of a skilled workforce for the development of AI algorithms poses a challenge for market growth. Despite this, the potential benefits of AI in social media, including improved customer engagement and enhanced marketing capabilities, are driving innovation and investment in this area.

Artificial Intelligence in Social Media Market Analysis

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How is this market segmented and which is the largest segment?

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

Application

  Predictive risk management
  Consumer experience management
  Sales and marketing


End-user

  Large Enterprise
  SMEs


Geography

  North America

    US


  Europe

    Germany
    UK


  APAC

    China
    India


  Middle East and Africa



  South America

By Application Insights

The predictive risk management segment is estimated to witness significant growth during the forecast period. Artificial Intelligence (AI) is revolutionizing the social media market, particularly in areas of advertising, data security, and user experience. Machine learning programs are used for content recommendation, fraud detection, and predictive risk assessment, enabling large enterprises to optimize their sales and marketing efforts and enhance customer experience management. AI technology is also employed for content creation, curation, and personalization, catering to user behavior, preferences, and sentiments. Sentiment analysis, chatbots, and automated moderation are essential tools for governments and businesses to ensure the ethical use of consumer data for targeted advertising campaigns. AI-enabled smartphones and Real-Time Operating Systems provide real-time information, daily news, and live updates, enhancing user satisfaction and engagement.

Furthermore, AI experts anticipate the growing role of virtual assistants, deep learning, and predictive modeling in the advertising industry, further transforming the social media sector.

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The predictive risk management segment was valued at USD 290.00 million in 2018 and showed a gradual increase during the forecast period.

Will Social Media landscape make North America the largest contributor to the Artificial Intelligence (AI) in Social Media Market?-

North America is estimated to contribute 41% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The social media landscape in North America is witnessing significant growth due to the increasing adoption of advanced technologies such as cognitive computing, image recognition, and artificial intelligence (AI) by various industries, including retail, manufacturing, and healthcare. The region's high internet penetration and the millennial generation's preference for social media networking make it an attractive market for brands that are conscious about their image and customer demographics. Advanced analytics derived from unstructured data, metadata, comments, vlogs, podcasts, video sharing sites, and photo sharing sites are crucial for marketing campaigns and public reviews. Telecom organizations are leveraging LongTerm Evolution (LTE) and AdvancedLTE to enhance their social media presence and engage with customers effectively. System failure and security concerns have led to the increased use of AI technologies for social listening and customer engagement. The growth of the market is further fueled by global conferences, product launches, and product exhibitions, where organizations use AI to host and promote events.

Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Market Dynamics

Artificial I

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 April 2024, it was found that men between the ages of 25 and 34 years made up Facebook largest audience, accounting for 18.4 percent of global users. Additionally, Facebook's second largest audience base could be found with men aged 18 to 24 years.

              Facebook connects the world

              Founded in 2004 and going public in 2012, Facebook is one of the biggest internet companies in the world with influence that goes beyond social media. It is widely considered as one of the Big Four tech companies, along with Google, Apple, and Amazon (all together known under the acronym GAFA). Facebook is the most popular social network worldwide and the company also owns three other billion-user properties: mobile messaging apps WhatsApp and Facebook Messenger,
              as well as photo-sharing app Instagram. Facebook usersThe vast majority of Facebook users connect to the social network via mobile devices. This is unsurprising, as Facebook has many users in mobile-first online markets. Currently, India ranks first in terms of Facebook audience size with 378 million users. The United States, Brazil, and Indonesia also all have more than 100 million Facebook users each.

In January 2025, YouTube held a market share of **** percent among online social networking platforms in the United Kingdom (UK). Figures were calculated based on approximately fifteen billion hits online per month. YouTube’s reach within the UK In 2021, users in the United Kingdom spent over ** hours per month on the popular social video and streaming platform YouTube, making it the most engaging video platform after TikTok. This made it the most widely used social networks, and one of the more attractive digital advertising tools for marketers. During this period, YouTube was the most popular video app among children in the UK, with ** percent of respondents reporting to engage with this platform. The future of digital advertising A report published in 2019 cited YouTube as the digital platform forecasted to enhance communications in the near future, as advertising shifts to become more visual. YouTube’s worldwide advertising revenues have also increased year on year since 2017, attesting the effectiveness of its monetization methods. The introduction of services such as its Partner Program, which collaborates with leading content creators to earn through in-video-advertising has helped YouTube stay relevant while generating and retaining a large audience base.

As of March 2022, Kylie Cosmetics was ranked first as the most popular beauty brand on Instagram with over 25 million followers, and Anastasia Beverly Hills ranked second with 20 million. Instagram is a popular social network for brands to connect with digital audiences, and beauty brands have been making inroads on the platform due to its visual focus and strong presence of social media influencers. Beauty content on social media A picture says more than a thousand words, and millions of pictures are shared on Instagram every day. From meme accounts and people posting vacation snaps to influencers and brands promoting products, the world’s most popular photo sharing platform encompasses a vast range of visual content. Beauty, fashion and food images and videos are some of the more popular and aspirational types of content, drawing huge audiences and user engagement. Brands frequently partner with influencers to address potential shoppers. The tier of influencers considered most effective according to fashion and cosmetics marketing professionals worldwide were in fact micro-influencers with fewer than 100k followers – proof that millions of followers aren’t always necessary to secure brand collaborations.

On the other hand, the list of the most followed beauty and fashion influencers reads like a ‘who is who’ of popular models and latest ‘it girls’, currently headed by TV personality and makeup brand owner Kylie Jenner. In 2018, there were 3.7 billion brand-sponsored posts on Instagram and this figure is projected to surpass six billion posts in 2020. Brand profile: Sephora Founded in France in 1969 and acquired by French luxury conglomerate LVMH in 1997, Sephora is one of the most visible personal care and beauty brand stores worldwide. In 2017, the company had 362 stores across the United States and was ranked among the top 100 retailers in the United States in based on revenue.

In January 2019, photo sharing platform Instagram reported 500 million daily active Stories users worldwide, up from 400 million global DAU in June 2018. Stories is a feature of the app allowing users post photo and video sequences that disappear 24 hours after being posted. Instagram usage Instagram has over one billion monthly active users and is one of the most popular social networks worldwide. The app allows users to edit and share photos with other users, either publicly or with pre-approved followers. In 2018, the number of Instagram users in the United States was almost 105 million users, with U.S. Instagram audiences set to grow to 131 million users by 2022. As of April 2019, it was found that the United States, Brazil and India had the largest Instagram audiences with the United States heading the ranking by a wide margin. Users between the ages of 25 and 34 years constituted the biggest demographic group, followed by users aged 18 to 24 years. Overall, over two thirds of global Instagram audiences were aged 34 and younger. Advertising and marketing on Instagram Due to the visual nature of the platform, Instagram is a perfect opportunity for brands and retailers to display their products in a flattering way. Many celebrities and influencers generate a sizable income by posting ads in the form of sponsored posts on Instagram. In 2018, there were approximately 3.7 million sponsored influencer posts on the platform. The most popular content type of Instagram posts by influencers worldwide were photos – videos accounted for just 13.56 percent of influencer posts.