2024 Social Media Trends: Insights to Shape Your Strategy for 2025

Social media is constantly evolving, reshaping how we connect, share, and engage. With platforms adjusting their features and audiences shifting their habits, businesses must stay updated to remain competitive. As 2024 wraps up, Pew Research has highlighted key trends in its Social Media Fact Sheet, offering valuable insights into the year’s online landscape.

For Canadian businesses, these trends hold significant implications. At Amber 90, we analyze global data and contextualize it for the Canadian market, helping brands optimize their strategies. Let’s dive into the trends that will shape social media in 2025 and what they mean for your business.

Social Media Usage in 2024: A Snapshot

Globally, YouTube and Facebook remain the dominant platforms, with Instagram following close behind. TikTok continues to be a major player, particularly among younger users, while platforms like LinkedIn and Pinterest show steady growth.

Highlights from Pew Research:

• Most-Widely Used Platforms:
  • YouTube: Used by 94% of U.S. adults aged 30-49, and 93% of those aged 18-29.
  • Facebook: Still popular across all age groups, with particularly high usage among 30-49 year-olds (78%).
• Younger Demographics:
  • TikTok and Snapchat dominate among users aged 18-29.
• Professional Networks:
  • LinkedIn continues to see growth, especially among older users and professionals.

Canadian Perspective

While global trends are a helpful baseline, Canadian preferences often differ slightly:

• TikTok’s dominance: The platform’s younger audience aligns with Canada’s high smartphone penetration rates.
• Facebook’s resilience: Despite global declines, it remains strong in Canadian suburban and rural communities.
• LinkedIn’s relevance: Increasingly used for professional networking and recruitment in Canada’s growing tech and finance sectors.

Demographic Trends: Who Uses What?

Understanding platform demographics is critical for targeting the right audience.

Age:

• 18-29: Favour TikTok, Snapchat, and Instagram for entertainment and connection.
• 30-49: Heavy YouTube and Facebook users; LinkedIn for professional growth.
• 50+: Facebook dominates, with growing interest in Pinterest and YouTube for informational content.

Gender:

• Women: More active on platforms like Instagram and Pinterest.
• Men: Lean toward YouTube, Reddit, and LinkedIn.

Community:

• Urban users dominate Instagram and TikTok.
• Suburban and rural communities favor Facebook and YouTube.

Strategic Insights for Canadian Businesses

To capitalize on these trends, businesses must align their strategies with platform-specific strengths.

Platform-Specific Opportunities:

1. TikTok and Instagram:
   • Create short-form, engaging video content to connect with younger audiences.
   • Use trending hashtags and challenges to boost visibility.
2. Facebook and YouTube:
   • Focus on community-building and educational content.
   • Leverage YouTube Shorts to complement long-form videos.
3. LinkedIn:
   • Share thought leadership content and connect with decision-makers in industries like tech and finance.

Ad Spend Optimization:

• Allocate budgets based on platform growth and audience preferences.
• Experiment with emerging ad formats like TikTok Spark Ads and Instagram Reels Ads.

Why Social Media Metrics Matter More Than Ever

As social platforms evolve, so do their measurement tools. For instance, Meta’s transition to ‘Views’ as the primary metric across Facebook and Instagram reflects a broader shift toward simplified analytics.

What This Means for Businesses:

• Better Insights: Unified metrics across platforms make it easier to assess content performance.
• Actionable Data: Metrics like time spent and repeat views reveal deeper engagement patterns.
• Opportunities to Refine: Use analytics to identify high-performing content and replicate its success.

Amber 90: Your Partner in Social Media Success

Navigating the ever-changing social media landscape can be daunting, but you don’t have to do it alone. At Amber 90, we specialize in crafting tailored social media strategies that leverage platform-specific strengths.

Why Choose Amber 90?

• Proven Expertise: From TikTok to LinkedIn, we know what works.
• Custom Strategies: Every brand is unique, and so is our approach.
• Data-Driven Results: We use analytics to refine and optimize campaigns for maximum ROI.

Preparing for 2025: Key Takeaways

1. Audit Your Presence: Ensure you’re active on platforms where your audience is most engaged.
2. Invest in Video: Short-form content continues to dominate.
3. Leverage Professional Platforms: Build authority with thought leadership on LinkedIn.
4. Analyze and Adapt: Use insights to refine your strategy continuously.

Conclusion

The social media trends of 2024 offer a roadmap for success in 2025. By understanding platform preferences and aligning your strategy with audience behavior, you can ensure your business stays ahead in the digital game.

At Amber 90, we don’t just follow trends—we help you lead them. Let’s shape your social media future together.

Ready to grow your brand online?
Contact Amber 90 today.

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