Leading Social Media Brands in the U.S. for Q4 2024: A Sensor Tower Analysis

In the dynamic world of social media, brands such as YouTube, Facebook, and TikTok continue to dominate the U.S. market. This article delves into their performance during Q4 2024, leveraging data from Sensor Tower’s comprehensive insights, including web, app, and advertising metrics.

YouTube

YouTube’s digital presence is unparalleled, with its website, youtube.com, and the YouTube app maintaining significant audience engagement.

• Audience Trends: Throughout Q4 2024, YouTube’s monthly true audience remained stable above 320M. The website saw a notable spike in visits, especially in December, with visits exceeding 44B. The app consistently attracted over 240M monthly active users, indicating a strong mobile preference.

• Ad Spend & Channels: YouTube’s monthly advertising spend peaked in October, reaching nearly $880K, with impressions surpassing 100M. Instagram and OTT channels emerged as key platforms, contributing significantly to overall impressions.

Facebook

Facebook remains a cornerstone of social media, with its website, facebook.com, and the Facebook app showing robust engagement.

• Audience Trends: The monthly true audience for Facebook hovered around 280M, with a steady app user base of about 250M monthly active users. The website experienced a slight decline in unique visits but maintained a healthy visit frequency, averaging around 95 visits per unique visitor.

• Ad Spend & Channels: Facebook’s monthly ad spend was substantial, particularly in July, with over $7.3M spent and impressions nearing 970M. Snapchat and YouTube were significant channels, enhancing Facebook’s reach.

TikTok

TikTok continues to captivate audiences with its websites, douyin.com and tiktok.com, along with the TikTok app.

• Audience Trends: TikTok’s monthly true audience slightly increased to about 197M by December. The app saw growth in monthly active users, reaching over 127M. The website had a consistent visit pattern, with unique visits stabilizing around 90M.

• Ad Spend & Channels: December marked a significant increase in monthly ad spend, exceeding $8.8M, with impressions peaking at around 650M. Desktop video and Pinterest were prominent channels, driving substantial engagement.

Conclusion

The social media landscape remains vibrant, with YouTube, Facebook, and TikTok leading the charge. Sensor Tower’s unparalleled insights offer a unique perspective on cross-platform user behavior, crucial for understanding market dynamics. By utilizing Sensor Tower’s Web Insights, Pathmatics, and App Performance Insights, businesses can gain a competitive edge in navigating this ever-evolving space.