Metricool has presented its Social Media Study 2024, an exhaustive report that analyzes platform trends and compares the data obtained with the previous report, published at the end of 2023. This study is based on the analysis of 9 social networks, with a total of 1,124,796 accounts and 37,006,031 posts worldwide, and confirms that brands continue to trust social media for promotion and that engagement remains the key metric.
In this article, we will explore whether the previously identified trends have been met and if brands still rely on social media for promotion.
The study revolves around the engagement metric, calculated as (Interactions/Impressions) x 100. In this, LinkedIn stands out with an increase of 29.37%, rising from 8.75% to 11.32%, while Pinterest saw an increase from 4.36% to 5.93%. There are also positive data for Facebook (reels) and Instagram (reels).
On X, we see the largest decline in this metric (from 5.73% to 3.55%), as well as on TikTok, which drops from 5.77% to 4.64%. On YouTube, we also observed a decline, although slight, from 3.97% to 3.87%.
The average number of interactions has increased on all social networks except for Pinterest, Facebook, and Instagram. On Facebook, the average number of interactions has increased on reels but not on posts. On Instagram, the average number of interactions has increased on posts but not on reels, which have seen a slight decrease.
Metricool data about Facebook
In the rest of the social networks, X stands out, having experienced a striking 98.24% increase in impressions, with an average of 2,121.13 impressions per post. According to Metricool, on X “brands post less but achieve more impressions.”
This increase in impressions has also been accompanied by an increase (+8.85%) in interactions per post, from 69.13 to 75.25. Brands are creating content that encourages users to participate, as reflected in the rise in metrics for quotes and replies. However, despite this increase in interactions, the engagement formula includes other metrics such as mentions, likes, and reposts, which have significantly decreased compared to the previous study. This, combined with the spectacular increase in impressions, results in a lower engagement rate, dropping from 5.73% to 3.55%.
On the other hand, LinkedIn has seen an increase in interactions thanks to greater user participation in key metrics: clicks, comments, reactions, and shares. This indicates that users value the quality of the content, rewarding participation at the community level.
As we explained based on Metricool’s specific study on short formats, microvideos continue to be the star format on social media. This format has grown across all social networks that have embraced it: TikTok, Instagram, and Facebook.
TikTok stands out for an increase in brand participation, with a higher number of videos published and an increase in the average reach, from 7,727.37 in 2023 to 12,762.45 in 2024. Another relevant piece of data is the average duration of the videos, which is almost 3 seconds longer compared to 2023. Brands are responding to the trend of longer videos.
En los reels de Instagram, la media de publicación aumenta en todos los tamaños de cuenta, especialmente en las más grandes, con más de 50.000 seguidores, que registran el mayor incremento: de una media de 17,53 a 19,05. Este dato explica la popularidad del formato en Instagram y la importancia de mantener una gran comunidad compartiendo contenido de calidad. Aunque como decíamos el engagement sube ligeramente, de 5,96% a 6,01%, este crecimiento proviene porque los comentarios recibidos aumentan respecto de 2023, pero caen ligeramente los likes, visualizaciones y guardados.
On Instagram reels, the average number of posts increases across all account sizes, especially for larger accounts with more than 50,000 followers, which register the highest increase: from an average of 17.53 to 19.05. This data explains the popularity of the format on Instagram and the importance of maintaining a large community by sharing quality content. Although, as mentioned, engagement slightly increases from 5.96% to 6.01%, this growth is driven by an increase in comments received compared to 2023, while likes, views, and saves slightly decrease.
Instagram Reels data
On Facebook reels, we observe an increase in the average number of posts by brands, who are committed to sharing new content with their audience. The average number of interactions and the engagement rate have risen, although actions (such as saving or sharing) have slightly decreased, from an average of 30.26% in 2023 to 29.1% in 2024.
Imagen: GPT Plus
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