2024 Social Media Trends: Key Insights from the Metricool Study
The social media landscape is constantly evolving, and staying ahead of trends is crucial for brands, businesses, and marketers. Metricool’s 2024 Social Media Study breaks down the latest data on platform performance, engagement trends, and content strategies that are shaping the digital world.
Whether you’re a content creator, business owner, or social media manager, these insights will help you refine your strategy for 2024 and beyond.
The Reign of Video Content
Video continues to dominate social platforms, with TikTok, Instagram Reels, and YouTube Shorts seeing the highest engagement rates.
Short-form video is outperforming static posts across all platforms.
Authenticity matters – unpolished, behind-the-scenes content is resonating more than highly produced videos.
Repurposing content across multiple platforms (like TikTok → Instagram Reels → YouTube Shorts) is an effective strategy.
Pro Tip: If you’re not creating video content yet, now is the time to start! Don’t over think it. People love to see the real you, and not a perfect super-human.
Instagram’s Algorithm Shift
Instagram continues to be a powerhouse for engagement, but it’s algorithms are prioritizing:
Reels over static images
Carousel posts for storytelling
Original, interactive content (polls, Q&As, stickers in Stories)
The study found that Instagram users share 1.3 billion images daily, but Reels receive the highest reach.
Pro Tip: Mix Reels, carousel posts, and interactive stories into your content plan to maximize reach.
Facebook’s Comeback with Reels
Facebook has seen a comeback in engagement, driven by its push for Reels and video content. The platform still boasts the largest user base, making it an opportunity for businesses targeting broader audiences.
Reels on Facebook are now a primary growth tool.
Groups and communities are becoming more valuable for organic engagement.
Long-form content (articles, discussions, storytelling posts) still performs well.
Pro Tip: Reuse your Instagram Reels content on Facebook.
TikTok: Still the Best in Engagement
TikTok remains the most engaging social platform, with users spending an average of 95 minutes per day on the app. The study highlights:
Educational and niche content continues to thrive.
Brands using storytelling formats (instead of direct sales) perform better.
TikTok SEO is becoming a critical strategy, as users now search for content directly in the app.
SEO Tip: Use searchable keywords in your captions and comments to boost your TikTok discoverability.
LinkedIn’s Expansion into Video & Creator Content
LinkedIn is no longer just for job seekers—it’s a content powerhouse. In 2024, the platform has:
Increased focus on video content
Prioritized thought leadership posts
Boosted engagement for personal brands over company pages
Pro Tip: Share behind-the-scenes content, industry insights, and video updates to maximize LinkedIn reach.
X (formerly Twitter) & Threads: Who’s Winning?
X (Twitter): Engagement is shifting toward video posts and long-form tweets (X Notes).
Threads: Still growing but lacks the same traction—best used for casual community-building.
Key Insight: X is rewarding engaging conversations and video content—incorporate these into your strategy.
Final Thoughts: What This Means for Your Social Media Strategy
The 2024 Metricool Social Media Study highlights that social platforms are shifting toward:
Short-form video dominance (Reels, TikTok, Shorts)
Authentic, unpolished content
SEO-focused social media strategies
Community-driven engagement
If you want to stay ahead of the competition, adapt your content strategy to align with these trends. Prioritize video, optimize for SEO, and engage your audience in meaningful ways.
Need help building a social media strategy that works? Let’s connect!
