11 Social Media Platforms for Marketers in 2024!

If you’ve been even remotely active on TikTok, chances are you’ve encountered a certain “unhinged” green owl. Yes, you guessed it right – we’re talking about Duo, the quirky mascot of the language-learning app Duolingo

Duo isn’t just your average mascot. This feathery friend has taken the internet by storm with its quirky personality and unpredictable antics. From gentle reminders to borderline threats about not keeping up with your language lessons, Duo has become a cult favorite, especially among Gen Z users.

But what’s even more impressive is how Duolingo has leveraged this quirky character to skyrocket its presence on social media, particularly on TikTok. As Katherine Chan, Duolingo’s marketing director, said: “A significant amount of our user growth comes from people seeing us on TikTok.”

And it’s not just about throwing out any content. Duolingo understands the nuances of each platform. As Chan explains, “The audiences are just different. What works on TikTok might not necessarily resonate on Instagram or Facebook.” For instance, while Duo’s twerking antics might rack up millions of views on TikTok, they fall flat on Instagram Reels.

So, it’s crucial to know which platforms suit your brand best. As marketers you need to carefully evaluate pros and cons of social media platforms before you begin your marketing strategy. That’s where this article comes in to help you.

We’ve done the research, sifted through the noise, and compiled a list of the top social media platforms in 2024. Some you’ll recognize, others might be new to you. But each one has the potential to elevate your brand and connect you with your target audience in meaningful ways. So, let’s begin.

Why Should you Keep up With Social Media Trends?

Social media is like a buzzing market where trends pop up and fade away faster than you can say “scroll.” But why should you bother keeping up with these trends amidst all the other things on your plate? Let’s break it down.

1. Catch the Wave of Popularity: Social media trends are like waves in the ocean of online chatter. They come and go quickly, but when you catch one at the right time, it can give your brand a huge boost. By staying on top of what’s trending, you can ride the wave of popularity and get your message out there before it’s old news.
2. Stay Relevant and Competitive: Relevance is key in the fast-paced world of social media. If you want your brand to stand out and stay ahead of the competition, you need to be part of the conversation. Keeping up with social media trends helps you do just that by ensuring that your content is fresh, engaging, and in line with what your audience wants to see.
3. Engage Your Audience: Today’s consumers are savvy, and they expect brands to keep up with the times. By incorporating current trends into your social media strategy, you can capture the attention of your audience and keep them engaged. Whether it’s a viral meme or a popular hashtag, tapping into what’s trending shows your audience that you’re paying attention and that you’re tuned in to what they care about.
4. Seize New Opportunities: Social media trends aren’t just about staying relevant; they’re also about spotting new opportunities. You can identify new ways to connect with your audience and showcase your brand in a fresh light by keeping an eye on what’s hot right now. Whether it’s a new platform, a popular topic, or a trending format, staying in the loop can open up doors for your brand and help you reach new heights.
5. Adapt and Evolve: The digital landscape is constantly changing, and brands that fail to adapt get left behind. By staying up-to-date, you can ensure that your brand remains agile and responsive to the ever-shifting currents of online culture. Whether it’s a new algorithm or a change in consumer behavior, being aware of what’s happening in the world of social media allows you to pivot and adjust your strategy accordingly.

Keeping up with social media trends isn’t just a nice-to-have; it’s a must-have for any brand looking to succeed in the digital age. Don’t let the fast-paced world of social media pass you by—jump in, stay informed, and ride the wave of success!

Top 8 Social Media Platforms Marketers Should Watch in 2024!

1. Facebook

• What it does: Facebook is a social media platform where users can connect with friends and family, share updates, photos, videos, and join communities based on interests.
• Establishment: Facebook was founded by Mark Zuckerberg, along with his college roommates Eduardo Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes. It was launched in February 2004.
• Monthly Active Users (MAU): As of the second quarter of 2023, Facebook had 3.05 billion monthly active users.

Why Should Marketers Consider Using Facebook?

1. Extensive Advertising Tools: Facebook offers a range of sophisticated advertising tools that allow marketers to target their desired audience precisely based on demographics, interests, behaviors, and more.
2. High Engagement Rates: Despite its immense user base, Facebook maintains impressive levels of engagement, with users spending nearly 20 hours per month on the platform. This presents huge opportunities for marketers to capture the attention of their audience through compelling content and advertisements.
3. Robust Analytics: Facebook provides comprehensive analytics and insights into campaign performance, allowing marketers to track key metrics, measure ROI, and optimize their strategies accordingly. This data-driven approach enables marketers to continuously improve the effectiveness of their campaigns.

2. YouTube

• What it does: YouTube is a platform where users can watch and share videos on various topics, ranging from entertainment to educational content.
• Establishment: Founded by Steve Chen, Chad Hurley, and Jawed Karim in 2005, YouTube has since become one of the most popular websites globally.
• Monthly Active Users (MAU): Every month, around 2.491 billion people use YouTube to watch videos.

Why Should Marketers Consider Using YouTube?

1. Heavy Traffic: Every day, users collectively watch about 1 billion hours of video on YouTube, amounting to roughly 15 billion videos viewed daily. This high level of activity presents a vast audience for marketers to reach.
2. Higher Visibility on Google: YouTube videos often appear in Google search results, enhancing the online presence of businesses and increasing their visibility to potential customers. With over 800 million videos hosted on the platform and 500 hours of new video content uploaded every minute, there are ample opportunities for businesses to stand out.
3. Build Your Email List on YouTube: YouTube provides tools for marketers to integrate sign-up forms into videos, facilitating the growth of their email lists.
4. Multiple Video Types: From explainer videos to customer testimonials, YouTube offers a variety of formats for businesses to showcase their brand. By catering to different audience preferences, businesses can effectively engage with their target demographic.

3. Instagram

• What It Does: Instagram is primarily a visual platform, making it ideal for businesses with visually appealing products or services.
• Establishment: Founded in 2010 by Kevin Systrom and Mike Krieger.
• Monthly Active Users (MAU): Instagram boasts over 2 billion monthly active users.

Now, why should marketers care about all this? Because Instagram is a goldmine for reaching out to people. It’s not just a place for sharing cat videos – it’s where people go to find new things to buy and learn about new brands. So if you’re trying to get your brand out there, Instagram is the place to be!

Let’s dive into some numbers to see just how big of a deal Instagram is:

1. Preferred Platform of Gen Z and Millennials: Instagram is the go-to platform for younger generations. More than half of its users fall into the 18 to 34 age groups combined. If your target audience includes Gen Z or millennials, Instagram is where you’ll find them.
2. Third Most-Used Social Platform: Instagram isn’t just popular, it’s one of the top dogs in the social media world. It’s right up there with Facebook and WhatsApp, which are also owned by the same company. If you want to reach a wide audience, Instagram is where it’s at.
3. Second Favorite Social Media Platform: According to a global survey, Instagram ranks as the second most-liked social media platform. People love spending time on Instagram, scrolling through pictures and videos.
4. Engagement Rates: Instagram users are actively engaging with content. The average engagement rate for an Instagram post might seem low at around 0.60%, but it can vary depending on your industry.

Instagram isn’t slowing down anytime soon. With its parent company, Meta, constantly innovating and adding new features, the platform is only going to get bigger and better. So if you’re not already on Instagram, now’s the time to jump on board and start reaching out to your audience in a whole new way.

4. Tiktok

• What it does: TikTok is a social media app where people create and share short videos, usually set to music. It’s all about being creative and having fun.
• Establishment: TikTok was founded by a Chinese company called ByteDance in 2016. It started out in China as an app called Douyin and later became TikTok when it expanded to other countries.
• Monthly Active Users (MAU): There are over 1.218 billion people who use TikTok every month.

If you’re a business, TikTok is a great way to reach a huge audience of young, engaged users. Whether you’re selling clothes, makeup, or gadgets, TikTok can help you get your message out there and boost your sales. Let’s take a look at some of the statistics:

1. Engagement Rates: TikTok boasts impressive engagement rates. With 29% of its active installs opening the app daily, it’s the second most engaging app after Instagram. This high level of engagement means that your marketing content is more likely to be seen and interacted with by users.
2. Influencer Marketing Potential: Influencers are a big deal on TikTok, and collaborating with them can be incredibly effective for marketers. Ads with creators on TikTok have been shown to drive a 26% increase in brand favorability among social/video platform users in the U.S. This demonstrates the power of influencer marketing on the platform.
3. Return on Investment: TikTok ads offer a strong return on investment for marketers. On average, advertisers are seeing a return of $2 for every $1 spent on the platform. This demonstrates the effectiveness of TikTok ads in driving results for businesses.
4. Trending Challenges and Viral Content: TikTok is known for its viral challenges and trends, which often gain widespread attention and participation from users. Marketers can leverage these trends to create content that resonates with their target audience and generates buzz around their brand.

For marketers looking to promote their brand, TikTok offers a unique opportunity to connect with a large and engaged audience in a fun and creative way.

5. X (Formerly ‘Twitter’)

• What it does: X is a social media platform that allows users to share short messages, ideas, and content with others.
• Establishment: It was founded by Jack Dorsey, Biz Stone, and Evan Williams back in 2006.
• Monthly Active Users (MAU): X boasts more than 550 million users.

Why Should Marketers Consider ‘X’?

1. Your Profile Will Drive Traffic to Your Site: X profiles serve as a gateway to brands’ online presence, driving traffic to their websites and encouraging further exploration. With nearly half of users visiting a brand’s website after viewing their X profile, optimizing profiles for consistency and relevance is essential for maximizing conversions.
2. Advertising Spend is Low & Effective: Advertising on X offers a cost-effective means of reaching target audiences. With campaigns delivering a 40% higher return on investment compared to other media channels, X’s advertising options provide excellent value for marketers.
3. Community Management is Possible with Branded Hashtags: Branded hashtags enable effective community management and user engagement. Comprising 70% of the total hashtag landscape, marketers can use these tools to create brand communities, facilitate discussions, and source user-generated content.

6. Pinterest

• What it does: Pinterest is like a digital bulletin board where you can collect and share inspiring images and videos. You can organize these into different boards based on themes or interests.
• Establishment: Pinterest was founded by Ben Silbermann, Evan Sharp, and Paul Sciarra in 2010.
• Monthly Active Users (MAU): Currently, Pinterest has over 450 million monthly active users.

Why Should Marketers Consider Pinterest?

Pinterest is not just a social media platform; it’s a place where people actively look for ideas and inspiration. Here’s why marketers should pay attention to Pinterest:

1. High Purchase Intent: 83% of Pinterest users have made purchases based on content they saw on the platform. This means people are more likely to buy products they discover on Pinterest, making it a lucrative platform for businesses.
2. Diverse Content: Pinterest isn’t just for pictures of cute puppies or fancy desserts. It’s a hub for all kinds of content, including blog posts, tutorials, infographics, and videos. This means marketers have a wide range of options to showcase their brand and products.
3. Drive Website Traffic: Unlike some other social media platforms, Pinterest allows users to include clickable links in their posts. This means marketers can drive traffic directly to their websites, increasing the chances of conversions and sales.

7. LinkedIn

• What it does: LinkedIn is a social media platform designed specifically for professionals to connect, network, and share career-related information.
• Establishment: LinkedIn was founded by Reid Hoffman in 2003.
• Monthly Active Users (MAU): LinkedIn has over 1 billion members worldwide, with millions of people using it every month.

Why Should Marketers Consider LinkedIn?

1. Large Professional Audience: Since LinkedIn is all about work, you’re reaching people who are serious about their careers. If your brand is targeting professionals, this is where they hang out.
2. Great for B2B Marketing: If your business sells products or services to other businesses, LinkedIn is perfect. You can connect with decision-makers and other professionals who might be interested in what you offer.
3. Trustworthy Advertising: Compared to other social media platforms, LinkedIn is seen as more reliable by brands. Ads on LinkedIn are more likely to lead to actual sales or business opportunities.
4. Professional Networking: LinkedIn is all about making connections. You can open up new opportunities for partnerships, collaborations, and growth, by networking with other professionals and businesses.

8. Twitch

• What it does: Twitch is a live streaming platform primarily focused on video game content.
• Establishment: It was originally a spin-off of Justin.tv, founded in 2011 by Justin Kan.
• Monthly Active Users (MAU): Twitch has more than 140 million users.

Why Should Marketers Consider Twitch?

1. Engaged Audience: People on Twitch aren’t just passive viewers. They chat with each other and with the streamers in realtime. This means they’re really paying attention to what’s happening, which is great for marketing.
2. Interactive Advertising: Unlike traditional ads, which people just watch, on Twitch, viewers can interact with ads and even with the streamers. This makes your advertising more engaging and memorable.
3. Building Communities: Twitch isn’t just a platform; it’s a community. Brands can become a part of that community by sponsoring events or creating content that resonates with Twitch users.
4. Future Potential: Twitch is still growing and evolving. So, if you start marketing on Twitch now, you can get ahead of the competition and build a strong presence before everyone else catches on.

Whether you’re aiming to reach gamers, music lovers, or cooking enthusiasts, Twitch offers a unique opportunity to engage with a diverse audience through live interactions and immersive content experiences.

Top 3 New Social Media Platforms for 2024

While you might be familiar with the big social media names, it’s worth exploring new platforms as well. Being one of the first to join a new social media platform can give marketers a big advantage. It’s like being at the front of the line before everyone else gets there. When a new platform takes off, those who were there from the beginning have a head start in building a following and establishing their brand.

1. Threads

• What it does: Threads is a text-based conversation app where users can share short messages, photos, videos, and links with their network and engage in public conversations.
• Establishment: Launched in July 2023 by its parent company, Instagram.
• Monthly Active Users (MAU): 130 million monthly users as of the fourth quarter of 2023.

Why Should Marketers Consider Threads?

1. Extended Character Limit: Threads allow up to 500 characters per message, giving marketers more space to convey their message compared to platforms like Twitter. This allows for more detailed storytelling and complete thoughts.
2. Integration with Instagram: Threads seamlessly integrates with Instagram, allowing marketers to cross-post content between the two platforms. This helps reach a larger audience and increase brand visibility.
3. Verification: Verified Instagram accounts are automatically verified on Threads, saving marketers the hassle of going through the verification process again. This adds credibility to their brand presence on the platform.
4. Ad-Free Experience (for now): Threads currently does not display ads, providing users with an uninterrupted browsing experience. Marketers can utilize this ad-free environment to engage with users without distractions.

2. Lemon8

• What it does: Lemon8 is a fresh social media platform that mixes elements of Instagram and Pinterest. It’s a place where users can share their lifestyle interests such as fashion, makeup, skincare, travel, health & wellness, fitness, and food through photos and posts.
• Establishment: Lemon8 was created by ByteDance, the same company behind the popular app TikTok. It was launched globally in early 2023.
• Monthly Active Users (MAU): Initially, Lemon8 saw rapid growth, with over 4.1 million users in the United States within its first few months and over 17 million users by mid-2023. However, its daily active users have decreased recently, indicating a shift in its popularity.

Why Should Marketers Consider Lemon8?

1. Visual Brand Appeal: Lemon8 is photo-heavy and focuses on lifestyle content, making it ideal for brands in industries like fashion, beauty, travel, and food. If your brand relies on visual appeal, Lemon8 could be a great platform to showcase your products or services.
2. Catering to Gen Z: Lemon8 initially gained popularity among Gen Z users, who make up a significant portion of its user base. For brands targeting this demographic, Lemon8 provides an opportunity to connect with potential customers in a space where they are actively engaged.
3. Early Adoption Advantage: Being an emerging platform, Lemon8 offers marketers the chance to establish a presence before it becomes oversaturated. By getting in early, brands can build a loyal following and stand out in a less competitive environment.
4. Engagement Opportunities: Lemon8 encourages a conversational and relatable tone, allowing brands to connect with their audience on a personal level. Developing a genuine voice and sharing content that resonates with users, marketers can foster meaningful interactions and build brand loyalty.

3. Substack

• What it does: Substack is a platform for creating and distributing email newsletters. It’s a simple way to share your thoughts, stories, or expertise directly with your audience.
• Establishment: Substack was founded by Chris Best, Hamish McKenzie, and Jairaj Sethi in the year 2017.
• Monthly Active Users (MAU): Substack has over 1 million people paying for subscriptions to publications each month.

Why Should Marketers Consider Substack?

1. Direct Connection with Audience: Substack allows marketers to establish a direct line of communication with their audience through email newsletters. This direct connection enables them to bypass the noise of social media algorithms and deliver content directly to their subscribers’ inboxes.
2. Engagement and Loyalty: Email newsletters have high open rates compared to social media posts. Subscribers to your Substack are likely to be more engaged and loyal, as they have actively chosen to receive your content in their inbox.
3. Community Building: Substack’s discussion threads feature fosters community engagement. Marketers can create a sense of belonging among their subscribers by facilitating discussions and interactions around their content.

So, while the big social media giants are great for reaching a wide audience, exploring new platforms can help marketers connect with niche audiences in a more targeted way.

Final Thoughts

As we wrap up our exploration of the top social media platforms for marketers in 2024, it’s important to remember one key principle: quality over quantity. It can be tempting to try and be everywhere all at once. Instead, focus on the ones that matter most to your target audience.

Just like Duolingo strategically uses TikTok to connect with its audience, marketers need to carefully choose the platforms that align with their brand and target audience. Whether it’s Instagram for pictures, LinkedIn for professional connections, or Twitter for quick updates, each platform has its own strengths.

So, before diving headfirst into your social media strategy, take the time to evaluate which platforms are best suited to your brand and objectives. Consider where your target audience spends their time and what type of content resonates most with them.

Good Luck!

Further Reads:

The Role of Hashtags in Social Media Marketing!

How Does Social Media Impact on Consumer Behaviour?

Types of Social Media Contents to Use in 2023-24!

How Cross-Posting Expands Your Social Media Game!

Best Social Media Automation Tools to Use in 2024!