The Most Important Social Media Marketing Statistics for 2025

Social media statistics aim to address some key questions you may have as a marketer.

• How much should you invest in social media each day?

• Is Facebook really worth it?

• Are Snapchat Stories even real?

• What about Instagram stories?

These questions might sound silly, but they’re important to answer before you start your social media marketing campaign. In this article, we’ll give you some stats on social media statistics and trends to give you better insight.

Social media is a significant part of our lives. People post their daily activities on Twitter, Instagram, and other platforms. From posting pictures to sharing links and comments, these networks enable us to connect easily across the globe.

Whether you’re a startup or have been in business for years, you need to have a social marketing strategy to promote your business on digital media. We’ve compiled a selection of the most helpful social media marketing statistics, including the latest social media trends, to keep you informed about current developments.

Social Media Usage Statistics

1. As of June 2023, there are 4.9 billion total social media users across all platforms. This represents just over half of the global population and representing 93.4% of internet-connected people.

2. Internet users are expected to spend more than 30% of their internet time on social media. This provides many opportunities to reach customers.

3. Almost 60% of the world’s population uses social media, and the average daily usage is 2 hours and 27 minutes.

A 2023 analysis of regional social media use reveals a wide variation in inactive social media penetration, ranging from 69% in Eastern Asia to 82% in North America, 79% in South America, and 85% and 84% in Northern and Western Europe, respectively. This falls to 45% in Southern Asia, 16% in Western Africa, and 8% in Middle Africa.

The United States has the largest Twitter audience in terms of users. As recorded in October 2021, there were 77.75 million users in the USA, Japan, with just over 58 million users, and India with 24.45 million users.

The Most Popular Social Media Networks

Here’s a list of the top most popular social networks of 2025 based on the number of monthly active users:

1. Facebook – 2.9 Billion

2. YouTube – 2.5 billion

3. WhatsApp – 2 billion

4. Instagram – 2 billion

5. WeChat (Weixin) – 1.3 billion

6. TikTok – 1.05 billion

7. Facebook Messenger – 931 million

8. Douyin – 600 million

9. QQ – 591 million

10. Sina Weibo – 566 million

11. Telegram – 550 million

Global Social Media Landscape

The global social media landscape is constantly evolving, with new platforms emerging and existing ones adapting to changing user behaviors.

As of 2025, the global social media user base has reached an impressive 5.24 billion, accounting for 63.9% of the world’s population. This staggering number underscores the pervasive impact of social media on our daily lives.

The average social media user spends around 2 hours and 21 minutes on social media platforms daily, with the majority accessing these platforms through mobile devices. This shift towards mobile usage underscores the importance of mobile-friendly content and advertising strategies.

Leading social media platforms, including Facebook, Instagram, YouTube, and TikTok, continue to dominate the global social media landscape.

These platforms have become integral to how we connect, share, and consume content. The growth of social media is heavily reliant on the continuous increase in internet access and smartphone adoption, particularly in developing regions.

As more people come online, the potential for social media marketing continues to expand, offering businesses unprecedented opportunities to reach and engage with their target audiences.

Social Media Demographics

The demographics of social media users vary across platforms, with different age groups and genders predominating in specific spaces. As of 2025, the majority of social media users are between 18 and 34 years old, accounting for approximately 60% of the total social media user base. This demographic is particularly active and engaged, making them a key target for marketers.

Women comprise approximately 52% of all social media users, while men account for around 48%. This relatively balanced gender distribution means that social media marketing strategies need to be inclusive and appealing to both genders.

The average social media user is likely to be a young adult with a high school diploma or higher, residing in an urban area. However, social media platforms are becoming increasingly popular among older age groups, with around 30% of social media users aged 55 and above. This trend suggests that social media is no longer just a game for young people; it has become a vital tool for reaching a diverse audience across various age groups.

Latest Social Media Statistics: Facebook

Facebook is a social networking service that connects people with friends and others who work, study, or live in the same area. The typical social media user on Facebook frequently engages with multiple platforms and spends a significant amount of daily time on social media activities. People use Facebook to stay in touch with friends, upload an unlimited number of photos, post links and videos, and learn more about the people they meet.

1. According to a 2021 HubSpot Blog poll, 79% of marketers reported purchasing paid advertising on Facebook.

2. In January 2021, over 98% of active user accounts worldwide accessed Facebook using their mobile phone.

3. India is the country with the most significant number of Facebook users, with 340 million users on the platform, followed by the United States, Indonesia, and Brazil, all of which have more than 100 million users each.

4. As of 2022, Facebook usage and activity average 33 minutes per day, a decrease from 39 minutes daily in 2017.

5. Facebook is the most widely used platform by marketers worldwide (93%). Instagram sits in second place (78%).

6. Facebook is projected to have 254.26 million users in the United States by 2027.

7. Facebook Messenger was on track to reach 3 billion users in 2022. Now, in 2023, there are 931 million monthly active users.

8. Facebook Stories has 500 million daily viewers.

9. Male users between the ages of 25 and 34 make up the largest proportion (19%) of Facebook users. The following user base consists of male users in the 18-24 age bracket.

10. In 2020, Facebook generated almost $86 billion in revenue. About 75% of the revenue came from the Facebook app. The rest of the revenue was generated from displaying ad products on Instagram, Messenger, and third-party online properties (websites or mobile applications).

11. Facebook is the world’s third-most visited website, with 1.62 billion users per day, 1.5 billion unique visitors, and an average time of 21 minutes 52 seconds per visit.

12. More than 200 million small businesses worldwide use its tools.

13. Approximately 3% of Facebook users access it on both desktop and mobile devices. 81% of Facebook users access the platform via mobile only. Facebook is used on the desktop by only 1.7% of its users.

Instagram Statistics

Instagram is a free photo and video-sharing application available on mobile devices and desktops. With more than half of the world’s population now using social media, Instagram has become a significant platform where people can upload photos or videos to our service and share them with their followers or with a select group of friends.

1. India has the most significant number of Instagram users, with over 201 million users.

2. Instagram has an engagement rate that is more than six times higher than Facebook.

3. Nearly 90% of people have reported that an influencer has motivated them to make a purchase on Instagram.

4. Nearly 90% of marketers feel that Instagram is the most critical platform for influencer marketing.

5. Instagram shopping posts get 130 million user clicks per month.

6. A survey of business-to-consumer marketers conducted in November 2021 found that 80% of respondents used Instagram for organic content distribution, and 47% used it for paid content distribution.

7. 83% of Instagram users use the platform to discover new products and services. 87% of people took a specific action, such as making a purchase, after seeing product information.

8. 51.8% of Instagram users are male.

9. 48.2% of Instagram users are female.

10. Instagram is most popular among households with an annual income of more than $100,000.

LinkedIn Statistics

LinkedIn is the world’s largest professional network on the internet. You can use LinkedIn to find the right job or internship, connect and strengthen professional relationships, and learn the skills you need to succeed in your career.

1. LinkedIn’s ad revenue exceeded $1 billion in 2021, representing a 37% growth from the previous year. The platform’s organic session engagement grew by a record 22%.

2. LinkedIn has one of the highest-earning and most educated bases on social media. Approximately 51% of users are college-educated, and half of them earn more than $75,000 annually.

3. Long-form content (in other words, posts that are about 2,000 words long) performs better than short-form content on LinkedIn. The longer the LinkedIn post, the better it performs.

4. The country with the most significant number of LinkedIn members is the US, followed by India and China.

5. Once a LinkedIn business page has gained 150 followers, its growth opportunity becomes exponential.

6. More than 57 million businesses and 120,000 schools have LinkedIn social media accounts.

7. Nearly 80 job applications are submitted every second on LinkedIn. On average, this comes to more than 200 million job applications per month.

8. Overall, B2B marketers tend to prefer LinkedIn for their organic content marketing efforts. Most marketers also consider LinkedIn as the platform with the best content marketing results.

9. Marketers reached almost 790.4 million users with LinkedIn ads in October 2021.

10. LinkedIn is more popular with men, who comprise 57% of its user base, as of January 2022.

11. Millennials make up over 59% of LinkedIn’s user base, with 11 million of the 87 million millennials in decision-making positions.

12. LinkedIn is the world’s largest professional network, with over 830 million members in more than 200 countries and territories worldwide.

Twitter Statistics

Twitter is a social networking and microblogging service, which enables registered users to read and post short messages called tweets. Tweets are posted to a publicly available profile or can be sent as direct messages between users.

1. According to HubSpot, 79% of marketers will continue investing in Twitter Spaces in 2022 and beyond.

2. Research shows that tweets with hashtags receive 100% more engagement. Tweets with hashtags increase engagement by 100% for individuals and 50% for brands.

3. In the most recent report, Twitter’s total worldwide revenue reached over $ 5 billion, up from $ 3.72 billion in the previous year. This marks the most significant annual revenue increase the microblogging platform has experienced in recent years.

4. 93% of Twitter community members are open to brands getting involved in a conversation, such as providing help and support.

5. “#DigitalMarketing” (47%) is the most popular marketing hashtag among #ContentMarketing Tweets, followed by “#SEO” (40%) and “#marketing” (37%).

6. Twitter has the second-highest educated user base in America, after LinkedIn. 33% of Twitter’s audience has some college education, and 25% are in the high school or less education cohort.

7. 85% of Twitter’s audience earns more than $30,000 annually, and 34% earn $75,000 or above annually.

8. In 2020, Twitter’s Penetration Rate in the UK was 45%.

9. When examining its global audience, data indicates that Twitter has 396.5 million users.

10. Twitter sees about 206 million daily active users.

11. 54% of Twitter’s audience is more likely to purchase new products.

12. People tweet about soccer more than any other sport. Approximately 70% of Twitter users reported regularly watching, following, or being interested in soccer.

13. Over 500 million tweets are sent per day. Broken down even further, that equals 6,000 Tweets per second, 350,000 Tweets per minute, and around 200 billion Tweets per year.

Pinterest Statistics

Pinterest is a visual discovery engine for finding ideas, such as recipes, home and style inspiration, and more.

1. According to Pinterest, 7 in 10 Pinners say that Pinterest is their go-to place to find products or services they can trust.

2. Pinterest users are seven times more likely to claim the platform is more influential than any social media platform in their purchasing journey.

3. Approximately 50% of Pinterest’s total users are classified as “light” users, accessing the platform weekly or monthly versus daily, a cohort that is only 7.3% considered “heavy” users.

4. 31% of US adults claim to be Pinterest users, which puts the platform between Instagram (40%) and LinkedIn (28%).

5. Approximately 38% of Pinterest users fall within the 50 -64 age range, representing the largest age demographic on the platform.

6. Women comprise 60% of Pinterest’s core audience, while male users account for 40%.

7. Pinterest’s annual ad spending reached $94.7 million in 202

   1. This growth is significant compared to the total spending of $30.3 million in 2020

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8. Approximately 45% of social users in the US with a household income over $ 100,000 are active on Pinterest.

9. In the first quarter of 2022, Pinterest reported 433 million monthly active users (MAUs) worldwide, representing a 2 million increase from the previous quarter.

10. According to Pinterest, Gen Z users adopt new products at 3.7x the rate of Boomers who aren’t on the platform.

11. Video Pins are playing an increasingly important role on Pinterest, with a 200% year-over-year increase.

TikTok Statistics

TikTok is a popular social media platform that enables users to create, watch, and share 15-second videos recorded on mobile phones. With its personalized feeds of quirky short videos set to music and sound effects, the app is notable for its addictive quality and high levels of engagement.

1. On TikTok, influencers with fewer than 5k followers achieve the highest engagement rates, at 17.9%, compared to macro-influencers with up to 1 million followers, who receive a 13.48% engagement rate.

2. In 2023, HubSpot’s Blog poll (of 1,000+ global marketers) showed that 53% of marketers leverage TikTok and plan to increase their investment in TikTok marketing in 2022.

3. Douyin, TikTok’s original standalone app in China, had 300 million users at the time Musical.ly merged with TikTok in 2018 and recorded 1 billion users in 2021.

4. In 2020, there were over 106,000 TikTok influencers worldwide, up from 35,000 in 2019.

5. TikTok reached this impressive figure despite still being blocked in India, which accounts for more than 650 million internet users.

6. In July 2021, Adult Swim – the programming block shown on Cartoon Network at night and targeting adult audiences – was the fastest-growing brand on TikTok.

7. The number of mentions of the Adult Swim brand (on TikTok) has increased by 1,787.5 percent compared to the number of mentions reported in June 2021.

8. In 2021, users worldwide spent approximately 48% more hours per month using TikTok than they did in 2020.

9. In 2020, 16% of marketers claimed to use TikTok in their marketing, and by 2022, the number had grown to 68%, representing a significant increase in just two years.

10. In 2024, TikTok’s Ad revenue is expected to surpass YouTube’s Ad revenue, reaching an estimated $11 billion.

YouTube Statistics

YouTube is a free video-sharing platform that allows users to easily watch online videos. You can even create and upload your videos to share with others. Created in 2005, YouTube is now one of the most popular sites on the Web, with visitors watching around 6 billion hours of video every month.

1. Google purchased YouTube for $1.65 billion back in 2006.

2. According to Statista (2022), over 2.6 billion people worldwide use YouTube once a month.

3. YouTube’s global advertising revenues are estimated to be $6.8 billion in the first quarter of 2023.

4. YouTube is the second-largest search engine globally.

5. HubSpot research shows that 44% of marketers plan to leverage YouTube for the first time in 2022.

6. India had the largest number of YouTube users in 2022, estimated at 467 million.

7. In 2020, Apple Inc. was the largest advertiser on YouTube, spending $237.15 million.

8. In 2023, YouTube Premium and YouTube Music together report having more than 80 million subscribers around the world.

9. In 2020, viewers spent 100 billion hours watching gaming content on YouTube.

10. YouTube is the most used social platform for research among B2B decision-makers, with 50.9% of users.

11. T-Series is YouTube’s most subscribed channel with 244 million subscribers, while the channel that generated the most revenue in 2021 is Mr Beast with 149 million subscribers, the most for any individual YouTuber.

12. Retargeting ads are the most used among marketers, with 77% of marketers saying they use retargeting as part of their Facebook and Instagram advertising strategies.

13. For 86% of Americans, transparency on social media is essential, and they will take their business elsewhere if a brand refuses to show transparency.

14. According to a survey released in November 2021 and conducted among B2B and B2C marketers in the United States, Australia, Canada, Germany, the

    United Kingdom, France, and Japan, 21 percent of respondents said that Facebook was the social media platform with the highest return on investment (ROI) that year. Instagram ranked second, with 18 percent of respondents, followed by LinkedIn, which received 14 percent. TikTok ranked fourth with 12%, while YouTube ranked fifth with 11%

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15. In 2022, the forecast for Facebook digital advertising revenues predicted that Meta would generate 136 billion U.S. dollars by the end of the fiscal year. TikTok was projected to see its online advertising revenues hit 5 billion U.S. dollars. By comparison, Pinterest’s advertising revenues were forecasted to reach approximately 2 billion dollars in 2022.

16. Globally, there are 5.29 billion unique mobile users, indicating that more than 60% of the world’s population now has access to a mobile device.

17. For 43% of all internet users, social media is a significant source of information on what to buy. It is also a great way to learn about new products.

18. Of all social media content types, video is considered the most transparent content type by 67% of consumers. In relation, 43% of consumers believe that live video is the most transparent form of content creation.

Influencer Marketing Statistics

Influencer marketing has become a crucial aspect of social media marketing, with around 70% of marketers incorporating it into their social media strategy. The influencer marketing industry is projected to reach a staggering $24.1 billion by 2025, up from $6.5 billion in 2020. This rapid growth underscores the effectiveness of influencers in reaching and engaging audiences.

Around 60% of consumers say they are more likely to trust a product or service recommended by an influencer rather than a traditional advertisement. This trust translates into higher conversion rates and brand loyalty. The most popular platforms for influencer marketing are Instagram, YouTube, and TikTok, with around 70% of influencers using these platforms to promote products or services.

Micro-influencers, with between 1,000 and 10,000 followers, are gaining popularity among marketers. Around 40% of marketers say they prefer to work with micro-influencers due to their higher engagement rates and more authentic connections with their followers. This trend highlights the shift towards more personalized and relatable marketing strategies.

Consumer Behavior Statistics

Social media has a significant impact on consumer behavior, with approximately 70% of consumers stating that they are more likely to trust a product or service recommended by a friend or family member on social media. This word-of-mouth effect is powerful, driving purchasing decisions and brand loyalty.

Around 60% of consumers report being more likely to purchase a product or service after seeing it advertised on social media. The most popular platforms for consumer research are Facebook, Instagram, and YouTube, with around 70% of consumers using these platforms to research products or services.

Engagement is key to building strong relationships with consumers. Around 50% of consumers say they are more likely to engage with a brand on social media if the brand responds to their comments or messages. This interaction fosters a sense of community and trust.

Social media has also become an essential channel for customer service, with around 40% of consumers saying they prefer to contact brands through social media rather than traditional channels. This shift highlights the importance of being responsive and accessible on social media platforms.

Social Media Advertising Statistics

Social media advertising has become a crucial aspect of digital marketing, with approximately 70% of marketers incorporating social media advertising into their marketing strategies. The social media advertising industry is projected to reach $143.8 billion by 2025, up from $83.4 billion in 2020. This growth reflects the increasing reliance on social media ads to reach and engage target audiences.

Around 60% of marketers say they prefer to use Facebook and Instagram for social media advertising, followed by YouTube and TikTok. These platforms offer robust advertising tools and large user bases, making them ideal for reaching a broad audience.

The most popular social media advertising formats are video ads, image ads, and carousel ads, with around 70% of marketers using these formats. Video ads, in particular, are highly effective in capturing attention and driving engagement.

Around 50% of marketers say they are more likely to use social media advertising if they can target specific audiences and demographics. This ability to tailor ads to specific groups ensures that marketing efforts are more efficient and effective, leading to higher conversion rates and better ROI.

Sources

HubSpot, Statista, Sprout Social, Neal Schaffer, Smart insights, Statusbrew, Influencer Marketinghub, Thrivemyway, Pew research, Kinsta, Oberlo