The social media landscape in 2025 is more dynamic and influential than ever. For marketers, businesses, content creators, and virtually anyone looking to connect with an audience, understanding the latest trends and user behaviors is not just beneficial—it’s critical for success.
As platforms evolve, new features emerge, and user preferences shift, staying informed with up-to-date statistics is the key to crafting effective strategies, allocating resources wisely, and achieving meaningful engagement.
This comprehensive guide dives deep into the top social media statistics for 2025, offering a clear view of the current digital social sphere.
From global usage patterns to platform-specific insights and the booming business of social commerce, these numbers will paint a vivid picture of where social media stands today and where it’s headed.
Global Social Media Usage in 2025
The reach of social media continues to expand, deeply embedding itself into the fabric of daily life worldwide.
Global Users & Growth
As of early 2025, there are approximately 5.24 to 5.3 billion active social media users worldwide. This staggering number means that nearly two-thirds (around 64%) of the global population is now engaged with social media platforms. (Datareportal, Brand Vision Marketing)
Penetration Rate
Global social media penetration among eligible audiences (typically ages 13+) is even higher, often exceeding 80-90% in many developed nations.
Average Daily Time Spent
The average global internet user spent around 2 hours and 31 minutes per day on social media in 2024, a figure that continues to edge upwards. For Gen Z, this can be as high as 4 hours daily. (Statista, Cropink)
Mobile Dominance
An overwhelming 88% to 99% of users access social media via their mobile devices, underscoring the critical need for mobile-optimized content and experiences. (Cropink, SocialBee)
Reasons for Use
Users engage with an average of 6.8 different social networks each month, highlighting the multi-platform nature of today’s social media consumption. (SocialBee)
For many, social media is a daily ritual, with 70% of users checking their feeds within 10 minutes of waking up. (Cropink)
Social Media Platforms 2025 Stats
While new platforms emerge, a few established giants continue to dominate, each with unique strengths and user bases.
Facebook:
Despite the rise of newer platforms, Meta remains a dominant force.
- Unmatched Reach: Meta boasts over 3.07 billion monthly active users (MAU) as of early 2025, making it the most used social platform globally. (Kepios via Datareportal, Exploding Topics)
- Demographic Stronghold: While younger audiences explore other platforms, Facebook retains a massive user base, especially among millennials (69% still favor it) and the 25-34 age group (31.1% of its users). Globally, users are approximately 56.8% male and 43.2% female. (Cropink, SocialBee)
- Time & Content: Users spend an average of 33 minutes daily on the platform. Video content, including Reels, is a major draw, with 60% of time spent on Facebook dedicated to watching videos. (Cropink)
- Marketing Hub: A staggering 93% of social media marketers utilize Facebook Ads, and 91% of businesses have a presence on the platform. (Cropink)
- Engagement Note: While reach is high, the average engagement rate for Facebook posts is often less than 1%, emphasizing the need for highly compelling content. (Cropink)
Instagram:
Instagram continues to be a hub for visual storytelling, influencer culture, and increasingly, social commerce.
- Massive User Base: Instagram has around 2 billion MAU in 2025. (Brand Vision Marketing, Exploding Topics)
- Youth Appeal: The platform is particularly strong with users aged 18-24 (31.7%) and 25-34 (30.6%). Globally, the gender split is roughly 52.4% male and 47.6% female. (Ayrshare, SocialBee)
- Engaging Features: Users dedicate an average of 29 minutes daily to browse feeds, Stories, and the increasingly popular Reels. (Cropink)
- Influencer & Commerce Hotspot: Nano-influencers (1k-10k followers) can achieve average engagement rates as high as 6.2%. In-feed ads account for 53.7% of ad revenue, with Stories contributing significantly. (Ayrshare)
- Product Discovery: 61% of social media users turn to Instagram for product discovery. (Digital Silk)
TikTok:
TikTok’s meteoric rise continues, defined by its highly engaging short-form video content and strong Gen Z appeal.
- Explosive Growth: TikTok has 1.59 to 1.84 billion MAU globally. (Demand Sage, Exploding Topics)
- Time Well Spent: TikTok leads in daily usage per user, with users spending an average of 52 minutes per day or around 34 hours per month on the app. (Cropink, Soax)
- Demographic Focus: The largest user age groups are 18-24 (30.7%) and 25-34 (35.3%). (Demand Sage)
- Ad Revenue Surge: TikTok’s global ad revenue is projected to hit $33.1 billion by 2025, a 40.5% increase from 2024. (Demand Sage)
- E-commerce Ascent: TikTok Shop is significantly impacting social commerce, especially in the US. 5.6% of social media users shop on TikTok two or more times every week. (Blogging Wizard)
YouTube:
Often seen as both a search engine and a social platform, YouTube’s dominance in video is unshakable.
- Global Viewership: YouTube attracts over 2.7 billion MAU as of May 2025, making it the second most popular social platform after Facebook. Over 122 million people access YouTube daily. (Global Media Insight)
- Vast Consumption: Users watch over 1 billion hours of content daily. The average YouTube visitor checks nearly nine pages per day. (Global Media Insight)
- Ad Powerhouse: YouTube’s potential ad reach totals 2.53 billion users, with global ad revenue for Q4 2024 standing at $10.47 billion. (Global Media Insight)
- Content Diversity: From long-form educational content and music videos to the rapidly growing YouTube Shorts, the platform caters to a wide array of interests across all age groups. Users spend an average of 45 minutes daily watching content. (Cropink)
X (formerly Twitter):
X continues to be a key platform for news, real-time updates, and public conversations, despite recent transformations.
- Active User Base: X has around 563 million to 600 million active users monthly. The average user spends 32 minutes daily on the platform. (Exploding Topics, Cropink)
- Demographics: The user base is predominantly male (around 61.2% to 68.7%), with 54.8% of users aged between 18 and 34. (Cropink, SocialBee)
- Purpose & Engagement: Globally, 60.6% of users use X to follow news and current events, and 34.9% use it to research brands. While ad revenue projections have been mixed, ads on X saw a reported 22% boost in engagement in 2023. (Cropink)
- B2B Relevance: X is the second most popular organic social media platform for B2B marketers, with 82% using it. (Cropink)
LinkedIn:
LinkedIn solidifies its position as the premier platform for professional networking, B2B marketing, and career development.
- Growing Membership: LinkedIn now has over 1 billion members across 200 countries. (Sopro.io, SocialBee)
- Professional Focus: The platform has a slight male majority (57% male, 43% female). An average visit lasts around 10 minutes and 48 seconds. (Sopro.io, SocialBee)
- B2B Goldmine: 89% of B2B marketers use LinkedIn for lead generation, and 97% utilize it for content marketing. LinkedIn is considered 277% more effective for lead generation than Facebook and X for B2B. (Sopro.io)
- Decision-Maker Hub: Four out of five people on LinkedIn “drive business decisions,” making it invaluable for B2B sales and marketing. (Sopro.io)
Pinterest:
Pinterest remains a unique platform focused on visual discovery, inspiration, and increasingly, commerce.
- Expanding User Base: Pinterest reached 570 million global MAU in Q1 2025. (Exploding Topics)
- Demographic Skew: The platform is significantly female-skewing, with globally 69.7% of its users being women. A large portion of its users (58.5%) are aged 18-34. (Exploding Topics)
- Shopping Intent: Over 50% of Pinterest users consider it a place to shop. Following or researching brands and products is the leading reason for using Pinterest (36.4% of users). (Exploding Topics)
- Revenue Growth: Pinterest generated $855 million in Q1 2025, a 16% year-over-year increase, highlighting its growing commercial success. (Exploding Topics)
Snapchat:
Snapchat continues to engage a younger demographic with its focus on ephemeral content and augmented reality (AR) features.
- Daily Engagement: Snapchat had 460 million daily active users (DAU) in Q1 2025, an increase of 9% year-over-year. (Snap Inc.)
- Youth Focus: The platform remains highly popular among Gen Z and younger millennials. Users spend an average of 30 minutes per day on the app. (Cropink)
- AR Leadership: Snapchat is a pioneer in AR Lenses, which drive significant engagement and offer unique advertising opportunities.
Threads:
Meta’s Threads app has shown steady growth since its launch, carving out a niche as a text-focused conversational platform.
- Growing User Base: Threads has surpassed 275 million monthly active users. (Adam Connell)
- Engagement Metrics: The average Threads website visit duration is around 3 minutes and 48 seconds. While initial app engagement saw a drop after the launch hype, it is reportedly growing steadily. (Adam Connell)
- Content Focus: 63% of Threads’ posts are text-only, distinguishing it from its visually driven sibling, Instagram. (Adam Connell)
- Demographics: The largest age bracket visiting Threads.net is 25-34 (29.7%), followed by 18-24 (21%). Website traffic skews slightly male (59%). (Adam Connell)
Social Media Marketing & Advertising Stats for 2025
Social media is a cornerstone of modern marketing strategies, with ad spend and innovative commerce features continuing to grow. Businesses continue to invest heavily in social media, recognizing its power to reach and engage audiences.
Social Media Ad Spend
Global social media ad spending is projected to reach approximately $270–$277 billion in 2025. (Brand Vision Marketing)
Platform Ad Revenue Leaders
Around 96% of marketers report that social media marketing provides them with positive returns, with social campaigns typically returning about 250% on average. (Brand Vision Marketing)
Video Advertising Dominance
Short-form video ads, in particular, are highly effective, with 35% of social media marketers saying they offer the highest ROI of all social content formats. (Digital Silk)
Influencer Marketing
The global influencer marketing industry is projected to experience a 36% surge in 2025. There’s a significant shift towards performance-based partnerships and leveraging nano and micro-influencers for higher engagement. (Impact.com)
Social Commerce Ascension
- Market Size: Social commerce sales are projected to surpass $1.5 trillion globally in 2025, with some forecasts reaching up to $2 trillion.
- Growth Drivers: In-app purchasing, shoppable posts, live stream shopping events, and integrations like TikTok Shop are fueling this growth.
- Consumer Behavior: Over 60% of social media users report having made a purchase directly through a social media platform.
- User-Generated Content (UGC): UGC is highly trusted by consumers (often more than brand-created content) and significantly impacts purchasing decisions. Ads featuring UGC can see 4-5x higher click-through rates.
AI’s Growing Role
38% of marketers cite increased efficiency as the main benefit of using AI in social media marketing. AI is being used for content generation, predictive analytics, and customer service. (Digital Silk, Facelift-bbt.com)
Social Media Content Engagement & Format Trends in 2025
The types of social media content that resonate with audiences are constantly evolving.
Short-Form Video Reigns Supreme
Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate user attention. Short-form video is expected to account for a staggering 90% of internet traffic by 2025. Videos under 90 seconds achieve a 50% viewer retention rate. (Vidico)
Authenticity & Relatability
Users increasingly crave genuine, unfiltered content over overly polished brand messages. 56% of consumers say that brands should be more relatable on social media. (Digital Silk)
AI-Generated Content (AIGC):
- Adoption: A growing number of marketers (around 60-70%) are experimenting with or using AI for content ideation, creation, and personalization.
- Consumer Perception: While AI can boost efficiency, consumers still value transparency and human oversight. Concerns about authenticity and misinformation persist.
- The Creator Economy Growth: The number of individuals identifying as content creators is estimated to be well over 200 million globally. Platforms are expanding monetization tools to support them.
Ephemeral Content (Stories)
Features like Instagram Stories and Facebook Stories continue to see high daily usage, with over 70% of users watching Stories daily on relevant platforms. They are effective for behind-the-scenes content, polls, and quick updates.
Interactive Content
Polls, Q&As, quizzes, AR filters, and other interactive elements significantly boost customer engagement rates as users actively participate.
Social Audio
While the initial hype around platforms like Clubhouse has subsided, social audio features integrated into larger platforms (like X Spaces) maintain a niche presence for discussions and live events.
Brand Building on Social Media in 2025
Social media is no longer just a marketing channel; it’s integral to customer service and community building.
Social Customer Service
Social media is a key channel for customer support. 67% of customers find contacting support on social media convenient, and 76% expect a reply within 24 hours. (Knowmax)
Brand Discovery
More than 55-60% of social media users discover new brands or products on these platforms, often through recommendations, ads, or influencer content.
Community Building
Facebook Groups, LinkedIn Groups, and dedicated brand communities on platforms like Discord or via platform features are vital for fostering loyalty and direct engagement.
Social Listening
Actively monitoring social conversations provides invaluable insights into customer sentiment, emerging trends, competitor activity, and potential crises. Over 80% of Fortune 500 companies use social listening tools.
Purchase Decisions
Social media significantly influences buying behavior. 54% of people under 41 say social media ads influence their purchasing decisions the most. (Digital Silk)
Partner with eSearch Logix to Stay Ahead on Social Media
In today’s fast-paced digital world, having a strong and consistent presence on social media is no longer optional—it’s essential. At eSearch Logix, we help brands not just exist on social media but truly stand out.
Whether you’re looking to build awareness, grow your audience, or drive engagement and conversions, our team brings the strategy, creativity, and data-driven insight needed to make it happen.
We don’t believe in one-size-fits-all solutions. Our social media packages are tailored to your brand’s voice, goals, and audience. From developing impactful content calendars and managing ad campaigns to crafting compelling visuals and measuring performance, we cover every aspect of your social media journey.
By partnering with eSearch Logix, you’re aligning with a digital agency that understands the nuances of every major platform—Facebook, Instagram, LinkedIn, Twitter, YouTube, and more. Let us help you stay ahead of trends, keep your followers engaged, and turn your social media into a powerful growth channel.
Ready to make your brand socially unstoppable? Let’s grow together.