In 2024, the engagement rate on YouTube content experienced***************** compared to the previous year. The average engagement rate on YouTube was of **** percent in the last examined period, down from the **** percent recorded in 2023.

In 2023, YouTube influencers with between 1,000 and 5,000 followers had an engagement rate, amounting to 1.9 percent. The rate for influencers with more 1,000,000 followers was higher - 3.4 percent.

Between January and June 2023 in the United States, YouTube influencers with an audience of between 100,000 and 250,000 thousand followers had an average engagement rate of 52.48 percent. YouTube influencers with over one million followers achieved an engagement rate of 141 percent.

During the first quarter of 2024, YouTube shorts recorded the highest engagement rate across all short video platforms and in-app features analyzed. Content hosted on YouTube in form of shorts had an engagement rate of **** percent, while TikTok reported an engagement rate of approximately **** percent. Facebook Reels had an engagement rate of around two percent, making the platform rank last for short-format user engagement.

This statistic shows the result of a survey on the average engagement rate for YouTube videos in Poland in 2018, broken down by channel category. According to the survey, Internet users loved to watch entertainment content in 2018 and were very eager to share their opinions on individual videos. As a result, the Entertainment category reached the highest engagement rate in the sample (10 percent), calculated as the sum of all interactions (likes/dislikes + comments + sharing) divided by the number of views.

Comprehensive benchmarks for the Food & Beverage industry across TikTok, Instagram, and YouTube, including metrics like average monthly follower growth rates and engagement statistics.

Comprehensive benchmarks for the Wellness industry across TikTok, Instagram, and YouTube, including metrics like average monthly follower growth rates and engagement statistics.

Comprehensive benchmarks for the Consumer Packaged Goods (CPG) industry across TikTok, Instagram, and YouTube, including metrics like average monthly follower growth rates and engagement statistics.

In March 2018, heavy Facebook users were likely to use the application for 82.6 hours per month, whereas their activity on the YouTube app reached an average of 18.8 hours per month. Nevertheless, in terms of the two platforms' engagement rate, YouTube had more than doubled online user activity levels compared to Facebook.

Popularity of Facebook

In May 2020, there were almost 19.5 million Facebook users, which was a steady increase from the previous year. The platform is most popular among Poles aged 25 to 34 years old, and women users dominate it. Moreover, most photo-sharing platform users also came from a primary educational background and lived in the countryside. Nearly all of the Polish users accessed Facebook via their mobile phone in 2020. Moreover, Facebook holds the highest advertising reach among the leading social media platforms in Poland, with e-commerce figuring as the most popular industry, with over 32.8 million fans. Looking at the financial results, in 2019, profits from sales or operations of Facebook Poland more than tripled compared to the previous year.

Demographics of YouTube users

Polish people of all ages are open to the socializing and entertaining roles of other popular social media. Popularity wise, YouTube is fast catching up with TV, with at least 88 percent of Poles watching the platform’s video content at least once a month. The most viewed YouTube videos fall under the entertainment and education categories. In 2019, the dominating age group for YouTube users was between 25 to 34 years old and with men accounting for almost 58 percent of all users. Simultaneously, 28 percent of the video-sharing platform users resided in the countryside and mostly had a primary school education background.

Comprehensive benchmarks for the Retail industry across TikTok, Instagram, and YouTube, including metrics like average monthly follower growth rates and engagement statistics.

During first quarter of 2024, YouTube Shorts collected a higher number of interactions from the platform's users, with 37.4 likes on average per short-format video, as well as 0.22 dislikes. Long-format videos, which are the platform's most popular user-generated content, generated approximately 18 likes per video as well as 0.20 dislikes on average.

A closer look at the Indian influencer marketing industry in 2021, revealed that Instagram was the most popular platform among social media influencers for the purposes of branding and marketing. Among the different kinds of content creators, nano influencers had the highest average rate of engagement on this platform, at eight percent. Meanwhile, engagement on Facebook was driven by micro influencers and on YouTube by mega influencers that year.

During the second quarter of 2022, TikTok had the highest engagement among social media apps, with users worldwide spending approximately 95 minutes per day on the app. YouTube ranked second, with global users spending approximately 74 minutes in-app on average daily. Snapchat saw the lowest engagement rate among global users, with 21 minutes spent on the app per day on average during the second quarter of 2022.

Instagram’s most popular post

              As of April 2024, the most popular post on Instagram was Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, knocked off the reigning post, which was 'Photo of an Egg'. Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes.
              After several cryptic posts published by the account, World Record Egg revealed itself to be a part of a mental health campaign aimed at the pressures of social media use.

              Instagram’s most popular accounts

              As of April 2024, the official Instagram account @instagram had the most followers of any account on the platform, with 672 million followers. Portuguese footballer Cristiano Ronaldo (@cristiano) was the most followed individual with 628 million followers, while Selena Gomez (@selenagomez) was the most followed woman on the platform with 429 million. Additionally, Inter Miami CF striker Lionel Messi (@leomessi) had a total of 502 million. Celebrities such as The Rock, Kylie Jenner, and Ariana Grande all had over 380 million followers each.

              Instagram influencers

              In the United States, the leading content category of Instagram influencers was lifestyle, with 15.25 percent of influencers creating lifestyle content in 2021. Music ranked in second place with 10.96 percent, followed by family with 8.24 percent. Having a large audience can be very lucrative: Instagram influencers in the United States, Canada and the United Kingdom with over 90,000 followers made around 1,221 US dollars per post.

              Instagram around the globe

              Instagram’s worldwide popularity continues to grow, and India is the leading country in terms of number of users, with over 362.9 million users as of January 2024. The United States had 169.65 million Instagram users and Brazil had 134.6 million users. The social media platform was also very popular in Indonesia and Turkey, with 100.9 and 57.1, respectively. As of January 2024, Instagram was the fourth most popular social network in the world, behind Facebook, YouTube and WhatsApp.

How many people use Instagram?

Instagram is a social media app which focuses on photo and video sharing. It is owned by Facebook, which recently rebranded as Meta, in a move towards the metaverse. As of December 2021, Instagram reached a new milestone of 2 billion active users worldwide. The platform previously reached 1 billion users in June 2018.

Users aged 25 to 34 years made up the biggest Instagram user group by age worldwide, followed by 18 to 24 year olds. Overall, men accounted for 51.6 percent of global Instagram users.

Most popular Instagram accounts and content

Footballer Cristiano Ronaldo was the most followed person on Instagram as of 2021, with approximately 315 million followers. Ranked in second and third position were the Rock and Ariana Grande, both having over 250 million followers each.

It’s not only athletes and actors who drive the views on Instagram though. Instagram has long since become a medium for people and communities to spread their messages, and in the past two years, social activists and educators have used Instagram for their movements. Political and educational accounts generate high engagement rates with their content. Posts from political accounts receive an average engagement rate of 2.74 percent and educational posts receive an average of 2.56 percent.

Social media usage worldwide

There are 3.4 billion social media users worldwide and this is expected to increase to 4.41 billion by 2025. Instagram is most popular in India with a total of 201.1 million users, followed by the U.S. with 157.1 million and Brazil with 114.9 million active users. Instagram is the fourth most popular social media site in the world, after Facebook, YouTube and WhatsApp, respectively.

As of October 2021, Brunei was the country with the highest Instagram audience reach with 92 percent of the population using the platform. This was followed by Guam with 79.2 percent and the Cayman Islands with 78.8 percent audience reach.

As of October 2021, Facebook had almost 3 billion users worldwide. The penetration rate for Facebook in the United States in 2021 was 70.59 percent and it is expected to reach 76.87 percent by 2026.

In 2024, TikTok was the social media app on which users spent the most time per month in Canada. Overall, a monthly average of ** hours and ** minutes were spent on the short-form video app per user. Furthermore, over ** hours per month were spent on YouTube. Meta-owned Instagram and Facebook Messenger also saw high rates of monthly user engagement, with ** hours and * minutes, and * hours and ** minutes, respectively.

As of June 2023, around ** percent of the TikTok influencer audience in the United Arab Emirates were male users. Meanwhile, female users accounted for ** percent of TikTok influencer audiences in the country.  TikTok-ification

TikTok has profoundly influenced the dynamics of social media use and attention economy, especially in countries with young populations like the United Arab Emirates. The country's TikTok penetration rate was well above 100 percent of the adult population, possibly due to duplicate or fake accounts, indicating exceptionally high platform reach. Among the platforms in the United Arab Emirates, TikTok had the highest number of creator accounts with more than *** million followers, recording **** such creators as of September 2022.

Increasing internet speed and the rising share of people with internet access, combined with a recent wave of demand for video content starting with TikTok, have rushed marketing professionals to prioritize video content marketing globally.  Marketing with TikTok

TikTok has quickly become an important marketing tool for businesses. Marketers worldwide reported a ** percent return on investment for TikTok, a rate equal to the longer-standing platforms Instagram and YouTube. TikTok has proven to harness the increasingly scarce user attention and engagement efficiently. Between 2020 and 2021, TikTok’s average engagement rate per post dwarfed its closest competitors, Instagram, Facebook, and X, by approximately sevenfold. Given the platform’s momentum and relatively young age, TikTok’s success seems possible to progress in the years to come.

As of January 2025, ************************** was the YouTube made-for-kids channel with the most subscribers, at *** million. ************* ranked second, with approximately *** million subscribers, followed by *************** with *** million subscribers. Content for children has become increasingly popular recently, and some of the highest-earning YouTubers are under the age of **. YouTube is the children’s favorite While mobile phones and tablets can be useful to complete school assignments, mobile gaming and watching YouTube videos were the most popular activities for kids worldwide in 2021. YouTube achieved popularity among children worldwide thanks to the curated content tailor-made to appease younger audiences. The YouTube video *****************,” first published in ****, was the first YouTube video to surpass ** billion views in January 2021, and sits at over ** billion views as of January 2024. Children video apps usage As in the case of grownups, video apps have been acquiring acquired larger user bases and reaching unprecedented engagement levels among children during the first years of the global COVID-19 pandemic. While several social media platforms have been adding video features to their experiences, ****************** were the most popular online video platforms for children: as of April 2024, the YouTube app usage rate among global children using Android devices was ** percent, while TikTok ranked second with a usage rate of almost ** percent. In the U.S., children spent over *** hour daily on the YouTube app in 2023, while TikTok occupied U.S. children for *** minutes daily on average in the same year.

Cristiano Ronaldo has one of the most popular Instagram accounts as of April 2024.

              The Portuguese footballer is the most-followed person on the photo sharing app platform with 628 million followers. Instagram's own account was ranked first with roughly 672 million followers.

              How popular is Instagram?

              Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with filters. The platform allows users to post and share their images online and directly with their friends and followers on the social network. The cross-platform app reached one billion monthly active users in mid-2018. In 2020, there were over 114 million Instagram users in the United States and experts project this figure to surpass 127 million users in 2023.

              Who uses Instagram?

              Instagram audiences are predominantly young – recent data states that almost 60 percent of U.S. Instagram users are aged 34 years or younger. Fall 2020 data reveals that Instagram is also one of the most popular social media for teens and one of the social networks with the biggest reach among teens in the United States.

              Celebrity influencers on Instagram
              Many celebrities and athletes are brand spokespeople and generate additional income with social media advertising and sponsored content. Unsurprisingly, Ronaldo ranked first again, as the average media value of one of his Instagram posts was 985,441 U.S. dollars.

As of April 2024, Bahrain was the country with the highest Instagram audience reach with 95.6 percent. Kazakhstan also had a high Instagram audience penetration rate, with 90.8 percent of the population using the social network. In the United Arab Emirates, Turkey, and Brunei, the photo-sharing platform was used by more than 85 percent of each country's population.