Social media continues to evolve, playing a pivotal role in how brands connect with audiences and drive conversions. In 2025, understanding the latest statistics is essential to crafting a strategy that stands out in an increasingly competitive digital marketplace.
From user growth and engagement trends to advertising benchmarks and platform-specific insights, these statistics reveal the behavior patterns, content preferences, and marketing tactics that are defining the future of social media.
Global Social Media Usage Trends
Rapid User Growth
- As of 2025, there are 5.42 billion social media users globally.
- The average social media user actively engages with 6.83 different social platforms each month.
Engagement Patterns
- Users spend an average of 2 hours and 21 minutes daily on social media platforms.
- 48% of users report engaging with social platforms more frequently than they did six months ago.
- 90% of social media users follow at least one brand and use these platforms to discover new trends and products.
Social Media Advertising Insights
Ad Spend on the Rise
- Global social media ad spending is projected to reach $276.7 billion in 2025.
- Mobile ad spending is expected to account for 83% of the total by 2030.
Return on Investment (ROI)
- Social media ads account for 30% of all digital ad spending worldwide.
- The average cost per user for reaching a target audience via social media ads is $46.47.
Platform-Specific Statistics
- Facebook remains the largest social media platform, with 3.065 billion monthly active users.
- The dominant age group is males aged 25–34, representing 18.4% of global users.
- 39% of consumers use Facebook to make direct purchases.
- Instagram had over 2 billion monthly active users as of 2025.
- The platform’s average engagement rate has declined 28% year-over-year, now standing at 0.50%.
- 72% of Gen Z users say they prefer to reach brands through Instagram when seeking customer service.
- LinkedIn boasts over 1 billion members across more than 200 countries.
- Users aged 25–34 make up 50.6% of the platform’s demographic.
- Posts with text and static images yield the highest engagement.
- Pinterest has approximately 553 million monthly active users.
- 69.4% of users are female.
- 80% of weekly Pinterest users discover new products or brands on the platform.
- Reddit is expected to reach 49 million users in 2025, with forecasts predicting 556.59 million users by 2028.
- In Q3 2024, Reddit generated $315 million in ad revenue, representing a 56% year-over-year increase.
- Over 50% of Reddit traffic comes from users in the United States.
Threads
- Threads has 275 million monthly active users as of the fourth quarter of 2024.
- The average visit duration is 3 minutes and 51 seconds.
- The most active demographic on Threads is aged 25–34.
TikTok
- TikTok sees 2.65 billion monthly visits globally.
- The platform has a potential ad reach of 1.59 billion users.
- Android users spend an average of 35 hours per month on TikTok.
X (formerly Twitter)
- X has around 611 million monthly active users globally.
- In 2024, the platform logged approximately 364 billion user active seconds daily.
- 59% of users rely on X to stay informed with real-time news.
YouTube
- YouTube has nearly 2.5 billion global users.
- People spend almost twice as much time on YouTube as they do on TikTok.
- Over 50% of users prefer long-form video content from brands, while videos of 31–60 seconds come in second.
Video Content Dynamics
- 78% of users prefer to learn about a new product or service through short-form videos.
- 93% of marketers plan to either maintain or increase their investment in video content in 2025.
Video marketing drives results:
- 99% of marketers say videos help users understand products/services
- 96% claim videos boost brand awareness
- 88% report that videos generate more leads
- 82% say video content increases website traffic
Influencer Marketing Trends
- The influencer marketing industry is projected to reach $32.55 billion in 2025, up from $24 billion in 2024.
- Instagram leads the influencer space, used by 57.1% of marketers, followed by TikTok at 51.6%.
- 49% of consumers report making at least one purchase a month influenced by social media creators.
Consumer Behavior Insights
- Facebook (40%) and YouTube (32%) are the top platforms for reading product reviews.
- Approximately 56% of online adults make purchases online at least once a week.
- 81% of consumers say social media prompts impulse buys multiple times a year, with 28% reporting monthly impulse purchases from content they saw online.
FAQ’s
How many people use social media globally in 2025?
As of 2025, 5.42 billion people worldwide use social media.
Which platform has the most users?
Facebook leads with 3.065 billion monthly active users.
How much is expected to be spent on social media ads in 2025?
The global social media ad spend is projected to reach $276.7 billion in 2025.
Which social platform is best for influencer marketing?
Instagram remains the most popular platform for influencer marketing, with 57.1% of marketers utilizing it.
Why is video marketing important in 2025?
Video content drives user engagement, improves brand awareness, generates leads, and increases website traffic—making it a critical part of marketing strategy.
Conclusion
Staying updated with social media marketing statistics in 2025 is essential for crafting a winning strategy. These powerful insights uncover emerging platform trends, shifting audience behaviors, and evolving content preferences that businesses must grasp to stay ahead. By analyzing and applying this data, marketers can make informed, data-driven decisions that enhance brand visibility, boost engagement, increase conversions, and fuel sustainable growth. In an ever-changing digital landscape, leveraging up-to-date statistics gives marketers the competitive edge needed to thrive and achieve measurable success.