On a foggy morning in early January 2025, a small fitness brand in Austin, Texas, posted a short behind-the-scenes clip on TikTok. Within 48 hours, that video had over 2.3 million views, tripled their followers, and caused their website to crash from unexpected traffic. It wasn’t a stroke of luck—it was the power of smart social media marketing.

As 2025 unfolds, social media is no longer just a space for connection; it’s a high-stakes digital marketplace where brands either thrive or disappear. Whether you’re managing a multinational campaign or just starting with your brand’s first Instagram post, the numbers behind today’s platforms tell a revealing story.

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Here are the seven standout statistics you should know right now:

• As of Q1 2025, 5.17 billion people globally are active on social media, equivalent to over 64% of the world population.
• TikTok has surpassed 1.9 billion monthly active users, making it the fastest-growing platform for the third consecutive year.
• 83% of marketers say that social media has become their primary customer acquisition channel.
• The average user spends 2 hours and 29 minutes per day on social media across all platforms.
• Influencer marketing is projected to be worth $28 billion in 2025, nearly doubling from $16.4 billion in 2022.
• Brands allocating more than 20% of their marketing budget to social media report a 33% higher ROI compared to those investing less.
• 54% of Gen Z users say social platforms are their main source of product discovery.

Most Popular Platforms for Influencer Marketing in 2025

• TikTok is the top choice, used by 68.8% of influencer marketing brands. Its short-form video content drives high engagement.
• Instagram comes second at 46.7%, remaining a go-to platform for visual storytelling and product promotions.
• YouTube ranks third with 33.1%, favored for long-form content and detailed product reviews.
• Facebook is used by 27.5% of brands, still relevant for its vast user base and ad targeting options.
• Other platforms account for 14.7%, showing brands are diversifying across emerging and niche channels.
• X/Twitter is utilized by 9.9%, suitable for real-time updates and brand voice engagement.
• LinkedIn is used by 9.6%, especially in B2B influencer strategies and professional niches.
• Twitch holds 7.9%, highlighting its appeal for gaming and live-stream-centric campaigns.

Global Reach of Social Media Platforms

• Facebook remains the most-used platform globally in 2025 with 2.98 billion monthly active users, despite slowed growth in North America.
• YouTube maintains a stronghold with 2.7 billion users, especially dominant in India, Indonesia, and Brazil.
• Instagram now hosts 2.4 billion monthly active users, showing consistent growth among younger demographics and B2C brands.
• WhatsApp’s user base reached 2.2 billion, with rising adoption in emerging markets for customer service and sales.
• TikTok’s popularity in Southeast Asia, Latin America, and the Middle East contributed to a 23% year-over-year growth in global users.
• Snapchat saw a rebound in active users, now at 813 million, driven by augmented reality filters and exclusive brand lenses.
• LinkedIn has hit a milestone of 1 billion registered users, with active engagement surging in India and the U.S.
• WeChat retains its influence with 1.3 billion users, though primarily concentrated within China due to ecosystem integration.
• Pinterest’s global audience grew to 518 million, buoyed by its integration with eCommerce and visual search tools.

Favorite Social Media Platforms

• In the U.S., Instagram is the most popular platform among users aged 18–34, with a 78% usage rate in this segment.
• TikTok is the favorite platform of Gen Z, with 68% naming it their go-to app for entertainment and product discovery.
• Facebook still dominates with users aged 35+, cited as a top platform by 74% of those over 45.
• LinkedIn is the leading platform among professionals, with 61% of U.S. users saying they log in weekly for business insights.
• YouTube ranks highest in overall satisfaction, with 91% of users rating their experience as positive.
• Pinterest usage is rising among Millennials, with 38% naming it their first stop for home and lifestyle inspiration.
• X (formerly Twitter) has stabilized at around 400 million users, though only 19% of users say it’s their favorite platform.
• Threads by Meta has gained early traction with 127 million downloads since launch, though active retention remains under 40%.

Social Media and Messaging Platform Reach by Age Group

• Gen Z (18–24) prefers ByteDance (70%), Instagram (67%), and Reddit (58%) for social networking. Discord (41%) leads among their messaging apps.
• Millennials (25–34) are most active on Facebook (84%) and Instagram (72%), with ByteDance also significant at 52%. WhatsApp (60%) dominates their messaging use.
• Gen X (35+) shows overwhelming usage of Facebook (93%), followed by Twitter (50%) and Instagram (49%). WhatsApp (48%) is also their top messenger.
• Across all age groups, WhatsApp remains the leading messenger, while Messenger sees moderate use, especially among Millennials (41%) and Gen Z (24%).
• Google Messages ranks lowest among messengers, especially for Gen X (14%) and Millennials (18%).

Activities by Social Media Platform

• 73% of users report using social media to watch videos, making it the most common activity across all platforms.
• 59% use social platforms to follow or interact with brands.
• 48% engage in direct shopping experiences on social apps, led by TikTok Shop and Instagram Shopping.
• On LinkedIn, 68% of users engage with professional content or participate in industry conversations weekly.
• Over 62% of Facebook users regularly join or interact with Groups, making it a critical feature for niche communities.
• TikTok is the leading platform for trend discovery, with 81% of users saying it helps them “stay in the know.”
• Instagram users are 34% more likely to use DMs than email when contacting brands.
• WhatsApp has over 100 billion messages sent daily, with 15% involving business accounts.
• X is still widely used for news updates, with 45% of users checking the platform during breaking news events.
• Pinterest drives a high intent-to-purchase audience, with 83% of users saying they plan purchases based on Pins.

Social Media Audience Overlaps

• 79% of U.S. social media users report actively using at least three platforms regularly.
• The average Gen Z consumer maintains active profiles on 5+ social platforms.
• Among users active on Instagram, 84% also use YouTube, and 72% use TikTok.
• Facebook and WhatsApp have a 91% overlap in user base in Latin America.
• LinkedIn and X share a 41% user overlap, mostly among professionals aged 30–50.
• 67% of TikTok users are also active on Instagram, but only 38% engage with both daily.
• Among B2B marketers, 89% use both LinkedIn and Facebook to reach professional and personal audiences.
• Snapchat users are 56% more likely to also use TikTok compared to Facebook.

Monthly Average Time Spent on Social Media Apps

• TikTok leads user engagement, with an average of 34 hours and 15 minutes per month—the highest among all platforms.
• YouTube users spend about 29 hours and 21 minutes monthly, making it the second most time-consuming app.
• Facebook clocks in at 18 hours and 44 minutes per month, maintaining strong engagement from its user base.
• Instagram users average 16 hours and 49 minutes per month, reflecting its continued popularity for visuals and stories.
• X (formerly Twitter) sees the least time spent, with only 5 hours and 19 minutes per month on average.

Reasons for Using Social Media

• 47% of users cite entertainment as their primary reason for using social platforms.
• 40% say connecting with friends and family remains their top priority.
• 32% use social media to research products, making it a vital stage in the customer journey.
• Staying updated with news and trends motivates 28% of daily users.
• 25% of users report using social media as a source of educational content.
• 19% turn to social platforms for mental health or wellness support through communities and creators.
• Brand discovery is key for 22%, especially on TikTok and Instagram.
• 16% use platforms for customer service interactions, particularly on WhatsApp and X.

Social Media Marketing ROI and Budget Allocation

• In 2025, 71% of marketers say social media delivers measurable ROI, up from 63% in 2023.
• Businesses investing more than 25% of their marketing budget in social media report 32% faster revenue growth year-over-year.
• Instagram offers the highest ROI for product-based businesses, with 44% of marketers citing it as their top performer.
• TikTok ads deliver an average 1.9x return on ad spend (ROAS) in retail campaigns.
• B2B brands spending on LinkedIn see a 23% increase in qualified leads, outperforming traditional lead gen tools.
• 69% of small businesses report that social media advertising is more cost-effective than paid search.
• Marketing budgets allocated to social media are expected to rise by 12.5% in 2025, driven by short-form video trends.
• Facebook ad costs have risen by 7.2% year-over-year, though CPC remains under $1 in many verticals.
• Brands using AI-powered budget optimization tools have seen up to a 28% reduction in cost-per-conversion.
• Only 6% of marketers say they plan to reduce their social media budgets in the coming year.

Social Media Platforms Marketers Can’t Live Without (B2B vs. B2C)

• Facebook dominates both segments, with 43% of B2B and a much higher 72% of B2C marketers saying they can’t live without it.
• LinkedIn is essential for B2B marketers, used by 37%, but only 6% of B2C marketers rely on it.
• Instagram and Twitter are equally valued by B2C marketers at 8%, while B2B marketers report just 4% usage each.
• YouTube sees modest importance: 4% among B2B and 3% among B2C marketers.
• Pinterest is the least critical, used by 1% of B2B and 2% of B2C marketers according to the survey.

Engagement Rates Across Major Platforms

• TikTok boasts the highest average engagement rate at 5.38%, more than triple that of Instagram.
• Instagram’s engagement has declined slightly to 1.41% in 2025, though Reels still perform well.
• Facebook sees an average engagement of 0.62%, driven primarily by Groups and live videos.
• LinkedIn content engagement has increased to 1.06%, with video posts performing 34% better than text-only content.
• Pinterest maintains a solid 0.8% engagement rate, especially in DIY, fashion, and lifestyle categories.
• YouTube comments and likes per video have risen 11% since 2023, with Shorts driving increased interaction.
• Twitter (X) engagement holds at 0.42%, with news and memes maintaining the highest response rates.
• Brands that respond to DMs within one hour see 48% higher engagement on follow-up posts.
• Influencer partnerships across all platforms deliver 2.6x more engagement than brand-owned posts.
• Interactive features like polls, stickers, and Q&A increase Instagram Story engagement by up to 38%.

Influencer Marketing Trends and Performance

• The global influencer marketing industry is projected to hit $28 billion in 2025.
• 67% of brands plan to increase their influencer marketing budgets this year.
• Nano-influencers (1K–10K followers) deliver the highest engagement at an average rate of 6.8%.
• 82% of consumers say they are more likely to buy a product recommended by a micro-influencer they trust.
• Video content now makes up 73% of influencer campaigns, especially on TikTok, Instagram, and YouTube.
• AI-generated influencers are on the rise, with 12% of brands already testing virtual creators in 2025.
• Sponsored content compliance improved, with 88% of influencer posts now disclosing paid partnerships properly.
• Influencer content contributes to 30% of branded content impressions on Instagram.
• Brands that repurpose influencer content across ads see a 21% increase in CTR.
• Influencer campaigns using platform-native formats (e.g., Reels, Shorts) perform 2x better than traditional ads.

Global Digital Advertising Spend

• In-app ads lead global spend, reaching $352 billion, reflecting the dominance of mobile-first experiences across platforms.
• Online search ads follow closely at $316 billion, highlighting continued reliance on intent-driven advertising strategies.
• Social media ads (aggregated) hit $244 billion, showcasing the power of platforms like Facebook, Instagram, and TikTok in driving engagement.
• Online video ads brought in $191 billion, underlining the growth of visual-first content consumption.
• Online banner ads generated $174 billion, maintaining a solid role in display advertising despite increasing competition from video formats.
• Influencer ads contributed $35.1 billion, indicating a strong market for creator-driven promotions.
• Online classifieds accounted for $21.7 billion, representing niche but persistent demand in digital marketplaces.
• Digital audio ads had the smallest share at $11.3 billion, but signal growth in podcast and music streaming monetization.

Advertising Performance Metrics by Platform

• Facebook still leads in ad reach, with an estimated 2.25 billion users accessible via Ads Manager.
• TikTok ads now offer the lowest CPM at $6.12, outperforming Instagram and YouTube in budget efficiency.
• Instagram’s average CPC for Stories in 2025 is $0.83, with swipe-up rates improving by 18% from last year.
• YouTube ads maintain a strong view-through rate of 32%, especially for skippable in-stream formats.
• LinkedIn leads in cost per lead efficiency for B2B campaigns, averaging $46 per qualified lead.
• Pinterest’s shopping ads deliver 70% higher conversion rates when targeting DIY and lifestyle verticals.
• Snapchat has gained momentum in Gen Z targeting, with an average CTR of 1.23% for branded filters.
• Carousel ads on Instagram have a 35% higher engagement rate than static images.
• Retargeting via Facebook Ads boosts conversions by up to 63%, especially in e-commerce sectors.
• Video ads across all platforms yield 34% higher engagement than image-based formats.

B2B vs. B2C Social Media Usage

• 95% of B2C brands use Instagram as a primary platform, while only 45% of B2B marketers focus heavily on it.
• LinkedIn dominates B2B social efforts, used by 98% of B2B marketers for lead generation and brand visibility.
• TikTok usage among B2B brands grew by 26% in 2025, with a focus on recruiting and brand awareness.
• 78% of B2C marketers rate Instagram Stories as the most engaging format for daily content.
• Facebook Groups are used by 41% of B2B companies to nurture client relationships and offer value.
• YouTube serves as a knowledge base, with 64% of B2B brands using it for tutorials and case studies.
• B2C companies see faster follower growth, averaging 18.3% year-over-year, compared to 11.4% for B2B.
• 60% of B2B buyers report checking a vendor’s LinkedIn before engaging with sales reps.
• Webinars promoted on LinkedIn generate 22% more attendance than those on other platforms.
• Instagram Shopping is a major driver for B2C brands, with 46% of social purchases beginning there.

Key Search Advertising Benchmarks Across All Industries

• The average click-through rate (CTR) for search ads is 6.11%, showing decent user engagement with ad listings.
• Cost per click (CPC) averages at $4.22, reflecting a competitive environment across industries.
• The average conversion rate stands at 7.04%, indicating effective funnel performance for most campaigns.
• Cost per lead (CPL) is $53.52, which marketers should factor into ROI calculations when budgeting for lead generation.

Consumer Behavior and Purchase Influence

• 73% of Gen Z consumers say TikTok has influenced at least one major purchase in the past six months.
• Instagram remains the top platform for product discovery, with 59% of users browsing it before making purchases.
• YouTube reviews influence buying decisions for 64% of millennials, particularly in tech and lifestyle categories.
• 51% of consumers trust social media ads more than traditional banner ads.
• Pinterest users are 2.3x more likely to say they use the platform to plan future purchases.
• Facebook Marketplace continues to grow, with over 1 billion monthly users actively browsing and selling.
• Product tags in Instagram posts increase sales conversion rates by 34% on average.
• 40% of shoppers use DMs or comments to ask pre-sale questions before purchasing via social media.
• LinkedIn content about business tools and SaaS products influences 27% of decision-makers during vendor selection.
• The average cart value from social commerce has risen to $63.41, up 11% from 2024.

Mobile vs. Desktop Social Media Usage

• 95% of social media usage in 2025 occurs on mobile devices.
• TikTok, Snapchat, and Instagram are almost exclusively mobile-first, with over 98% mobile traffic share.
• Facebook and YouTube show more desktop crossover, with 21% and 27% usage, respectively, on non-mobile devices.
• LinkedIn’s desktop usage remains relatively high at 34%, especially during work hours.
• Mobile-first content (e.g., vertical video) outperforms desktop-optimized formats by 3.1x in engagement.
• Brands optimizing ad creatives for mobile-first design see a 24% lower cost per result.
• Push notifications from social apps result in 42% higher click-throughs on mobile than email alerts.
• Mobile users are 62% more likely to engage with stories, polls, and interactive elements.
• Desktop ads, while less common, still drive higher conversion rates for long-form landing pages.
• Users on tablets represent only 3% of total social activity, with limited ad targeting support.

Video Content and Short-Form Media Impact

• Short-form video content accounts for 58% of all social media engagement in 2025.
• TikTok leads the format, with over 74% of videos under 60 seconds achieving higher completion rates.
• Instagram Reels now contribute to 31% of total engagement on the platform, up from 21% in 2023.
• YouTube Shorts surpassed 70 billion daily views, marking a 60% year-over-year growth.
• 81% of marketers say video has helped them directly increase sales or lead generation.
• Videos under 30 seconds generate 2.5x more shares than those over two minutes.
• Live video sessions retain viewer attention 35% longer than pre-recorded content.
• Facebook Watch’s weekly viewers now total 720 million, up 8% year over year.
• Brands that include subtitles in videos see a 15% increase in average watch time.
• Pinterest video pins are growing in reach, with 2x engagement compared to static pins in 2025.

Organic vs. Paid Social Media Reach

• Organic reach continues to decline; Facebook’s average organic post reach dropped to 1.8% in 2025.
• Instagram’s algorithm change in Q4 2024 led to a 13% drop in organic reach for brand accounts.
• TikTok offers the highest organic potential, with 32% of videos going viral organically within 24 hours.
• 79% of marketers now blend paid and organic strategies, up from 68% in 2023.
• Brands relying solely on organic growth report 47% slower audience growth than those running paid ads.
• YouTube’s algorithm favors regular uploaders, with consistent weekly content boosting organic impressions by up to 42%.
• LinkedIn organic content with employee amplification performs 70% better than company-only posts.
• Organic Twitter reach has stabilized around 3.1%, with trending hashtags driving spikes.
• Businesses using retargeted paid social campaigns report 4x higher conversion rates than cold organic outreach.
• Pinterest’s organic algorithm now emphasizes content recency, with fresh Pins seeing 28% more impressions.

Platform-Specific Growth and Usage Trends (e.g., TikTok, Instagram, LinkedIn)

• TikTok continues its global climb with over 1.9 billion users, experiencing a 21% user growth YoY.
• Instagram’s active user base is now over 2.4 billion, with Reels and Shopping driving user retention.
• LinkedIn reached 1 billion users in 2025, expanding rapidly in Asia and the Middle East.
• Meta’s Threads app has over 127 million users, with a 60% retention rate among Gen Z professionals.
• Snapchat has reinvented engagement with AR lenses, now used by 320 million users monthly.
• X (formerly Twitter) saw stabilized activity, averaging 220 million daily active users, despite declining ad revenue.
• Facebook’s daily user count remains above 2 billion, though skewing increasingly to the 35+ demographic.
• Pinterest’s Gen Z audience grew by 18%, driven by beauty, fashion, and home decor content.
• WhatsApp Business usage has expanded to 200 million monthly active users, up 25% year over year.
• Reddit’s video-first pivot helped it grow to 74 million daily active users, gaining traction among tech-savvy audiences.

Regional and Demographic Insights

• North America has the highest average social media spending per user at $321 per year.
• In Asia-Pacific, TikTok dominates, with over 60% of youth aged 16–24 identifying it as their primary platform.
• Latin America shows the highest trust in social influencers, with 70% of consumers relying on creator recommendations.
• Europe’s GDPR updates in 2024 led to a 9% drop in Facebook ad targeting effectiveness in key markets.
• African nations are seeing fast mobile growth, with Instagram usage rising by 28% YoY, driven by smartphone adoption.
• The U.S. remains the global hub for influencer marketing, with 34% of global influencer spend concentrated in the region.
• Gender data in 2025 shows 53% of global social users identify as female, with platforms like Pinterest skewing even higher at 76% female.
• Rural U.S. engagement on TikTok is growing rapidly, now comprising 22% of its domestic audience.
• In the Middle East, LinkedIn adoption has grown by 42%, becoming a key tool for cross-border recruiting.
• Snapchat is still the top platform among U.S. teens aged 13–17, with 61% daily usage.

Emerging Tools and Technologies in Social Media Marketing

• AI-powered tools are now used by 82% of social media marketers, especially for content scheduling and personalization.
• Generative AI helps produce content 3x faster, with marketers citing efficiency gains across copywriting and design.
• Social listening platforms are being used by 71% of brands to monitor sentiment and competitor activity.
• Chatbots integrated with social DMs now assist 43% of brands in 24/7 customer service on platforms like WhatsApp and Instagram.
• Augmented Reality (AR) ads increase engagement by 1.7x and are widely adopted on Snapchat and Instagram.
• Predictive analytics tools are enabling 32% of social teams to proactively adjust campaigns mid-flight.
• NFT-linked digital loyalty programs are being explored by 11% of consumer brands as social-native incentives.
• Influencer discovery platforms using machine learning help brands cut influencer scouting time by 67%.
• TikTok’s Creative Center tool usage is up 37% among marketers, helping adapt quickly to trending formats.
• Meta’s Advantage+ tools now offer automated budget allocation, with a 15% boost in ROAS on average.

Privacy Regulations and Their Impact on Marketing Strategies

• In 2025, 73 countries will have enacted some form of data privacy legislation impacting social media marketing.
• California’s CPRA expansion has limited retargeting capabilities for over 43% of marketers targeting U.S. audiences.
• European marketers report a 19% drop in ad reach due to GDPR-compliant targeting constraints.
• Apple’s iOS updates continue to affect social ad tracking, with 62% of marketers citing limited attribution.
• Google’s phasing out of third-party cookies has pushed 84% of marketers toward first-party data collection via social logins.
• Meta now allows users to opt out of behavioral ad targeting, impacting Facebook and Instagram campaign precision.
• Marketers in APAC face rising compliance costs, up 23% in 2025, due to new localized regulations.
• Data anonymization is a rising trend, used by 36% of enterprise brands to remain compliant while still segmenting users.
• TikTok introduced regional data hosting in the U.S. and EU to meet jurisdictional laws and restore advertiser trust.
• Transparency tools, like ad labeling and content audits, are now mandatory in 48 countries, affecting influencer collaborations.

Recent Developments in Social Media Marketing

• Meta launched new AI-driven tools for ad optimization, including automatic creative versioning and A/B testing.
• TikTok’s new affiliate marketplace connects creators and eCommerce brands, simplifying influencer sales pipelines.
• LinkedIn added audio rooms and podcast integrations, expanding content diversity for B2B creators.
• Instagram rolled out creator subscription models, enabling direct monetization and exclusive content access.
• Pinterest introduced shopping profiles for creators, linking affiliate revenue to pins in fashion, home, and beauty.
• YouTube’s AI summarization tool auto-generates highlights from long-form videos, helping creators maximize reach.
• Twitter/X continues experimenting with ad-free premium tiers, monetizing power users through subscription models.
• Snapchat expanded its partnership with Shopify, allowing seamless in-app checkout for branded lenses.
• Threads integrated seamlessly into Meta Business Suite, boosting adoption among existing Instagram advertisers.
• TikTok’s focus on search features aims to compete with Google, with internal search queries growing 46% YoY.

Conclusion

The social media landscape in 2025 is more complex and more rewarding than ever. With over 5 billion users shaping daily behaviors, preferences, and purchases through these platforms, marketing success depends on strategic agility, creative content, and data-driven decisions. From TikTok trends to LinkedIn leads, the tools are evolving—but the core mission remains unchanged: connect with audiences in meaningful, measurable ways.

Whether you’re planning your next campaign or reevaluating your platform mix, understanding these data points can guide your efforts, align your goals, and unlock new levels of performance. Social media is no longer just part of marketing—it is the marketing.

Sources

• https://sproutsocial.com/insights/social-media-statistics/
• https://www.statista.com/topics/1164/social-networks/
• https://datareportal.com/social-media-users
• https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/
• https://electroiq.com/stats/social-media-marketing-statistics/
• https://www.wordstream.com/blog/ws/2022/04/19/digital-marketing-statistics
• https://digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-surprise-you
• https://blog.hootsuite.com/social-media-statistics/

ABOUT AUTHOR

by Barry Elad