On the occasion of World Social Media Day, celebrated every June 30, we highlight the main findings from the Os Portugueses e as Redes Sociais 2024 study by Marktest. This report offers a current snapshot of Portuguese behavior on social media and its strategic implications for brands and businesses.
📌 Instagram becomes the go-to platform for brand engagement
Over half of Portuguese social media users (55.5%) say they follow brands or companies online. Instagram leads the pack with 74.7% of those followers, cementing its key role in digital marketing strategies.
Facebook continues to decline (59.4%), although it remains popular among users aged 45/64. LinkedIn shows a 17.4% engagement rate, especially prominent in southern Portugal (22.7%).
🎥 Instagram surpasses YouTube for video viewing
91% of Portuguese users say they watch videos on social media. For the first time, Instagram overtakes YouTube as the most mentioned platform for video content (66.2% vs. 66.1%).
Humor tops the list of preferred video content, followed by music and news. Additionally, nearly half of viewers (49.4%) share video links, amplifying their viral potential.
🛍️ Social commerce sees a slight decline
Despite strong engagement, only 30.1% of users report making purchases directly via social media, down from around 37% during the pandemic peak.
Facebook and Instagram are nearly tied as platforms for last social purchases, though Instagram shows a rising trend over recent years.
💡 Strategic implications for brands
This Social Media Day is a reminder that brands must adapt digital strategies to match users’ preferred platforms.
Instagram stands out as a key channel for engagement, especially video formats, while converting followers into buyers remains a challenge that demands trust and innovation.
🎉 Happy Social Media Day!
Let’s use this day to strengthen connections, create impactful content, and rethink our digital presence.
For more information about this topic, please contact Marktest.
