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Social Media Statistics
Discover the latest social media statistics to refine your strategy, uncover new opportunities and stay ahead in 2025.
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Reading time 10 minutes
Published on February 20, 2025
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Summary
Social media went through a monumental shift in 2024.
AI-generated content flooded feeds, engagement became harder to earn and algorithms started favoring interactions over reach.
In 2025, the shift will be even bigger.
Audiences will demand more authenticity. Platforms will double down on real conversations. And brands that fail to adapt will struggle to scale their engagement and growth. The marketers who win won’t be the ones posting the most, but the ones making data-driven decisions.
Knowing platform-specific demographics and usage patterns as well as the overall state of the industry can help you tailor your social media marketing strategy to boost engagement and ROI.
Let’s look at the top social media statistics to guide your presence in 2025.
We all know social media is ingrained in daily life, but how people use it is changing. While growth may seem slow, that’s only because most of the world is already online.
Here’s a quick snapshot of the top social media demographics and usage stats.
With users juggling nearly seven platforms a month, brands can’t afford a single-channel approach. A tailored presence on multiple social networks is key to maximizing reach and engagement across the board. While much of the following content is globally applicable, delving into our UK social media statistics can provide valuable insights if you’re targeting that market, thanks to unique cultural nuances.
Social media advertising is no longer a backup plan – it’s crucial for visibility. Paid ads now dominate social feeds, driving brand awareness, sales and engagement.
Learn more about social advertising and ROI stats to inform your strategy.
As more businesses invest in ads, competition is increasing. Brands that want strong ROI will need to work harder. Prioritizing audience targeting, creativity and strategic budgeting will separate winners from those just burning through ad dollars.
Whether or not brands should focus on Facebook is a tough question that really depends on your individual Facebook metrics. But the platform’s near-universal adoption, strong marketing appeal and ability to drive direct purchases remains unmatched.
The following Facebook statistics can clue you in further.
While Instagram remains a top destination for product discovery, its overall engagement rate has dropped. At the same time, younger users increasingly rely on Instagram for customer service interactions, showing a shift toward more functional use.
Below are the top social media statistics for Instagram.
Brands on Instagram should focus more on ecommerce features, quick-response messaging and interactive formats like Stories and Reels. Engagement might be dipping, but those who adapt their Instagram strategy can still tap into its high-value audience.
LinkedIn continues to grow as the go-to platform for professionals and B2B marketing. With a high concentration of decision-makers and business leaders, it remains an ideal space for thought leadership and lead generation.
Here are some LinkedIn statistics you should know.
Spurred by the widespread career changes over the past few years, the platform doesn’t look to slow down any time soon. Brands targeting young professionals should prioritize high-quality content, industry insights and personal branding in their LinkedIn marketing.
Pinterest is often underestimated, yet it consistently delivers diverse, high-intent users who are actively searching for products and brands.
Here are some top Pinterest statistics to look out for.
Consumers want to see more brand content on Pinterest, which means there’s a huge opportunity for marketers to invest in SEO-driven Pins, Pinterest advertising to capture an engaged audience ready to buy.
Reddit’s growth trajectory and increasing ad revenue marks its value as a niche marketing goldmine. Let’s look at the top Reddit statistics marketers need to know.
The platform’s users demand authenticity and real conversations rather than promotional content. Brands must practice Reddit social listening, contribute meaningfully to discussions and avoid anything that feels like a hard sell.
Threads is still finding its place, but its growth proves that users are interested in a new kind of text-based social experience. Here are some Threads statistics to be aware of.
Meta’s newest platform is attracting users who engage in short, casual discussions rather than algorithm-driven content. Brands that experiment with Threads now can carve out a strong presence before competition intensifies.
TikTok isn’t slowing down. Even with bans and regulatory hurdles, people are still spending hours on the platform. Beyond watching entertaining videos, TikTok users are actively searching for, shopping and interacting with brands more than ever.
Here are some useful TikTok statistics to keep in mind.
TikTok isn’t just for “young people” anymore. Gen Z is getting older and still using the platform in full force, even as a search engine. The brands winning here aren’t overthinking it. They’re jumping on trends, creating content that feels real and letting creators take the lead. For a deeper dive into another platform popular with younger demographics, explore our latest Snapchat statistics.
If you’re already on the platform, make sure to watch your TikTok analytics and how to reach your audience.
X, previously known as Twitter, remains a go-to platform for real-time discussions, news, memes and customer service. While some advertisers have pulled back, user activity remains strong, particularly for those seeking updates and fast-paced interactions.
Take a look at the Twitter statistics below to understand more about marketing on the platform.
Even as user preferences shift, the platform appears to be growing, so marketers may not want to count it out yet. The brands that thrive here are actively engaging in trending topics, responding quickly and maintaining a strong brand voice.
YouTube is still the top platform for video content, outpacing competitors in watch time and engagement. Here are the top YouTube statistics to know about.
While short-form videos are growing, long-form content still holds strong on YouTube, showing that users want both quick entertainment and in-depth insights. Use both formats as part of your YouTube marketing strategy to maximize audience retention and discoverability.
Video continues to be an all-time favorite content type. It’s versatile, engaging and offers excellent ROI to marketers worldwide. Let’s look at some recent social media video statistics.
Marketers need to focus on snackable, mobile-friendly video formats like Reels, TikTok and YouTube Shorts. More importantly, brands need to find ways to create videos that entertain, educate or inspire in under 30 seconds.
Working with influencers is one of the best inbound marketing strategies being used today. More than ever, consumers are making purchase decisions based on influencer content.
Here are some influencer marketing statistics about which platforms marketers are leveraging, what they’re hoping to achieve and how they plan to execute influencer marketing in the future.
To maximize impact, brands should prioritize creators who align with their values and have strong connections with their audience rather than wide reach.
The key is to pick the best platforms and influencers for your brand, both of which can be automated using the right influencer marketing tools.
The concept of buying something you saw on social media is not new. From product recommendations to first impressions from brands, the impact of social media on consumers is well-documented. Learn more from these consumer behavior statistics.
Trust plays a huge role in buying decisions. People want social proof, fast customer service and transparent communication. Brands that engage, respond quickly and create genuine, user-generated content will earn loyalty.
Keeping up with the latest social media marketing statistics helps you refine your strategy and set smarter goals.
Are there emerging platforms worth exploring? Is it time to adjust your balance between organic content and paid ads? Should you double down on what’s already working?
These insights can help you find the answers. Taking the time to analyze them is worth it – bookmark this page if you haven’t already.
For more guidance, check out our social media management guide to build a strategy that keeps you ahead in 2025.
The most-used social media platform is Facebook with over 3 billion monthly active users. Facebook is followed by YouTube (2.5 billion users), Instagram and WhatsApp (tied at 2 billion monthly active users).
While time spent on social media has decreased slightly by a few minutes, the number of social media users globally continues to rise. As of January 2025, 206 million new users have joined social media since this time last year.
Yes! There are over 5.2 billion social media user identities, meaning 63.9% of the population has created at least one social media account. That’s a massive potential reach. As long as you create the right strategy and target the right people, you should see success with social media marketing.
Australian social media demographics to inform your strategy
Australian TikTok statistics to inform your strategy in 2025
Reddit statistics in 2025 and tactics to grow your brand
28 LinkedIn statistics that marketers must know in 2025
25 must-know Pinterest stats for marketers in 2025
25 YouTube stats marketers should know in 2025 [Updated]
28 TikTok statistics marketers need to know in 2025
45+ Twitter (X) stats to know in marketing in 2025
10 Australian social media trends for 2025
Social media statistics shaping Australia’s digital landscape in 2025
Social media statistics in the UK: What businesses need to know in 2025
Social media demographics to inform your 2025 strategy
80+ Must-know social media marketing statistics for 2025
31 Facebook statistics marketers should know in 2025
60+ social media video statistics marketers need to know in 2025
From Pins to Leads: How Pictures Turn into Profit
5 stats brands need to know to engage Irish & UK consumers
From conversation to connection: how brands can turn Likes into action
9 stats social media marketers need to show their bosses ASAP
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