One of the key engagement metrics for social media is the average time spent per day on that particular social media channel. Among the channels studied:
- TikTok emerges as the platform with the highest average time spent, with users spending approximately 53.8 minutes per day.
- YouTube follows closely behind, with an average of 48.7 minutes
- Twitter/X has an average daily usage of 34.1 minutes
- Instagram and Snapchat both have similar average times of 33.1 minutes and 30 minutes, respectively
- Facebook falls slightly behind with an average of 30.9 minutes
- Reddit concludes the list with an average daily usage of 24.1 minutes
Here are 6 observations & recommendations:
1. Content Format and Engagement: TikTok’s higher average time spent could be attributed to its unique short-form video format, which tends to be highly engaging and addictive. The platform’s algorithm-driven content recommendation system also plays a role in keeping users hooked and spending more time on the app. The high level engagement ultimately translates to spending more time on the platform.
2. Video Consumption and Entertainment: YouTube’s longer average time spent can be attributed to its vast library of videos, ranging from educational content to entertainment. The platform offers a wide variety of content that caters to diverse interests, leading users to spend more time exploring and consuming videos. Users often binge watch a new channel they’ve discovered, and YouTube continues to becoming a go-to search engine for how-tos and research.
3. Real-Time Updates and News: Twitter’s/X’s average time spent may be influenced by the platform’s real-time & news-focused nature, where users engage in quick updates, news, and discussions. The fast-paced nature of Twitter, along with the constant flow of information, could contribute to users spending more time on the platform.
4. Visual Content and Storytelling: Instagram and Snapchat’s relatively similar average times spent can be attributed to their focus on visual content and storytelling. Users often spend time browsing through photos, videos, and stories shared by friends, influencers, and brands, leading to increased engagement. Instagram continues to focus on driving engagement in reels to discover new creators and for new accounts to be discovered.
5. Social Connections and Communication: Facebook’s average time spent can be linked to its emphasis on social connections, communication, and community-building. Users engage in various activities like sharing updates, messaging, and interacting with friends and family, contributing to longer usage durations.
6. Niche Communities and Discussions: Reddit’s lower average time spent may be due to its nature as a platform for niche communities and discussions. Users often visit Reddit for specific interests or topics, spending focused time exploring and participating in discussions rather than continuous browsing. Source: https://backlinko.com/instagram-users
Did any of these trends surprise you? It’ll be interesting to see how 2024 plays out and if one of the other social channels can take the top position in 2025! If you’d like to better understand the trends shaping social media, click to get a FREE Ebook that outlines trends and actions you can take.