Social Media Statistics for 2025: AI, Attention Wars, and the Data-Driven Future of Digital Marketing
Social media is now the heartbeat of global communication and commerce. With over 5.45 billion users worldwide and platforms competing for every second of screen time, the digital landscape in 2025 is defined by one thing: the battle for attention.
This report combines the most current and reliable social media statistics from 2024 and early 2025, offering business owners, marketers, and strategists a data-backed roadmap for navigating this evolving space.
Global Social Media Use: Steady Growth, Higher Stakes
As of 2025, there are approximately 5.45 billion social media users globally. That’s about 67.1% of the world population, up from 4.72 billion in 2023.
The average user now spends 2 hours and 24 minutes per day on social platforms, roughly 19 hours each week. These users are not confined to one or two apps. They spread their time across an average of seven different platforms monthly.
Why they log on is just as important as how often:
-
48.7% stay connected with friends and family
-
34.1% read news stories
-
26.6% look for inspiration to buy
-
25.9% actively search for products
This data reinforces one key message: social media is no longer just a branding tool. It’s a core part of the buying journey.
Social Media Advertising: Spend, ROI, and Shifts in Strategy
Ad spending on social platforms is forecasted to reach $219.8 billion in 2024, with steady growth ahead. Social media continues to outperform other marketing channels, especially in terms of reach, targeting, and ROI.
Key takeaways from current ad performance data:
-
43% of marketers prioritize social over search or email
-
Humor, relatability, and trend-based content deliver the highest engagement
-
64% of Gen Z users discovered a product on social in the past 90 days
-
Facebook, Instagram, and TikTok are the most effective for social commerce
With new ad formats like live shopping, reels-based ads, and creator partnerships gaining traction, advertisers must stay agile and experiment across formats.
Social Media Statistics 2025: Marketing
Unprecedented social media growth is expected throughout 2025, with billions of users engaging on various platforms daily. This expansion proves the importance of leveraging social media marketing statistics to reach and interact with a global audience effectively.
Key social media marketing stats for 2025:
- Global social media users: As of 2024, there are approximately 5.45 billion social media users worldwide, representing around 67.1% of the global population. This figure is up from 4.72 billion in 2023.
- Daily time spent on social media: The average user spends about 2 hours and 24 minutes per day on social media platforms, which is a 5% increase from 2023.
|
Reason |
Percentage of users |
|
Keeping in touch with friends and family |
48.7% |
|
Filling spare time |
37.5% |
|
Reading news stories |
34.1% |
|
Finding content |
30.2% |
|
Seeing what’s being talked about |
28.4% |
|
Finding inspiration for things to do and buy |
26.6% |
|
Finding products to purchase |
25.9% |
|
Watching live streams |
22.7% |
|
Sharing and discussing opinions with others |
22.4% |
|
Making new contacts |
22.2% |
|
Watching or following sports |
22.0% |
|
Seeing content from favorite brands |
21.7% |
|
Work-related networking or research |
21.3% |
|
Finding like-minded communities and interest groups |
19.7% |
|
Following celebrities or influencers |
19.6% |
Source: Exploding Topics
With 26.6% “finding inspiration for things to do and buy” and 25.9% “finding products to purchase” on social media, businesses need to invest in comprehensive social media marketing strategies.
With a vast audience at their fingertips, companies must adapt to shifting user behaviors and platform dynamics to maintain a competitive edge.
Mobile-First Social Media Trends
Mobile devices are becoming the primary medium for social media engagement, with users increasingly accessing platforms through smartphones and tablets. This shift emphasizes the importance of mobile optimization for social media content.
Key Statistics:
- Mobile social media usage: For networks reliant on mobile cameras, such as Threads, Instagram, and Snapchat, it’s not surprising that 99%, 98%, and 100% of their traffic comes from mobile devices, respectively. Even traditional sites are increasingly adopting a mobile-first focus, with Facebook now receiving 68% of its traffic from mobile devices and 86% of Twitter users accessing the site via mobile.
- Mobile advertising spending: Global mobile ad spending is projected to hit $402 billion in 2024, driven by social media and creators. This marks an 11% increase from 2023 when mobile ad spending was $362 billion.
- App usage: YouTube currently leads with the highest number of active users. WhatsApp and Facebook follow, with WhatsApp surpassing Facebook in active users, though YouTube’s user base is about 20% larger than both. Instagram ranks fourth, with 70% of YouTube’s active users, while Facebook Messenger is fifth at just over half of YouTube’s users. TikTok is in sixth place with 44.7% of YouTube’s user base, and all other platforms have less than one-third of YouTube’s active users.
Index of the number of smartphone handsets using each platform’s mobile app (March 2024-May 2024)
|
Social media app |
Percentage of smartphones using an app |
|
YouTube |
99 |
|
|
84.9 |
|
|
82.7 |
|
|
69.6 |
|
Facebook Messenger |
50.1 |
|
TikTok |
44.7 |
|
Telegram |
32.3 |
|
Snapchat |
24.1 |
|
X (Twitter) |
21.6 |
|
|
18.7 |
|
Discord |
11.4 |
|
|
11.2 |
|
Line |
7.1 |
|
Threads |
6.6 |
|
|
6.0 |
Source: Datareportal
With a mobile social media usage of 68% to 99% across channels, businesses must optimize social media content for mobile devices to enhance user experience and engagement. Mobile-friendly content, quick load times, and seamless user interfaces are critical for capturing and retaining audience attention.
The Platform Scorecard: Who Leads in 2025?
The competitive landscape across platforms is dynamic. While Facebook remains the largest by user count, engagement and demographics are shifting quickly.
| Platform | Monthly Active Users (MAUs) | Largest Age Group | Gender Split (F/M) | Avg. Daily Time (Minutes) |
| 3.07B | 25–34 (31.1%) | 43.2% / 56.8% | 32 | |
| YouTube | 2.53B | 25–34 (21.7%) | 46.0% / 54.0% | 49 |
| 2.0B | 18–24 (31.7%) | 49.4% / 50.6% | 32 | |
| 2.0B | N/A | N/A | N/A | |
| TikTok | 1.59B | 25–34 (35.3%) | 44.3% / 55.7% | 47–58 |
| Snapchat | 900M | 18–24 (37.8%) | 49.1% / 50.0% | 24 |
| X (Twitter) | ~611M | 25–34 (36.6%) | 40.0% / 60.0% | 30–34 |
| 570M | 18–24 (46.0%) | 69.4% / 22.6% | 14 | |
| ~310M | 25–34 (50.6%) | 43.6% / 56.4% | 11 | |
| ~49M (DAU) | 18–29 (46.0%) | 39.1% / 59.8% | 18 (per visit) |
YouTube leads in time spent, with users averaging 49 minutes per day and over 1 billion hours of video watched daily. TikTok’s user base is aging, with Millennials forming the largest group. Instagram is a top product research destination, making e-commerce visibility essential.
TikTok is showing signs of demographic maturity-Millennials now make up the largest share of its user base. Instagram leads for product research, making it essential for e-commerce visibility.
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Social media advertising continues to evolve, with new formats and targeting options available to marketers. Understanding the latest trends and paying attention to social media advertising statistics can help businesses maximize their return on investment.
Key Statistics:
- Social media growth in advertising: Ad spending in the social media advertising market is anticipated to hit $219.8 billion in 2024. The market is expected to grow at a compound annual growth rate (CAGR) of 3.86% from 2024 to 2028, reaching a projected value of $255.8 billion by 2028.
- Ad effectiveness: Social media stands out as the top marketing channel, offering the highest ROI as it continues to integrate with e-commerce. It is widely regarded as the leading marketing platform, with 43% of marketers prioritizing it over other channels, largely due to its effectiveness in product discovery and driving purchases.
- Generational purchases: In the past three months, 64% of Gen Z, 59% of Millennials, and 47% of Gen X reported discovering a product through social media.
Source: HubSpot
As social media platforms continue to refine their advertising capabilities, businesses must stay informed about the latest trends and best practices to optimize their ad campaigns. Utilizing advanced targeting options and exploring new ad formats can enhance campaign performance and drive better results.
AI and Automation in Social Media Marketing
Artificial intelligence (AI) is transforming social media marketing by enabling more personalized, efficient, and data-driven strategies. AI-powered tools are becoming increasingly integral to managing and optimizing social media efforts.
Key Statistics:
- AI adoption: 90% of social media marketers emphasize that building an active online community is key to a successful strategy. For consumers aged 18 to 44, social media is the top platform for product discovery. Additionally, 80% of marketers predict that more consumers will start purchasing products directly through social apps rather than on brand websites or third-party platforms like Amazon.
- Perception of AI: Perceptions of AI-generated content shape brand views, with 26% of consumers finding AI-generated website copy impersonal and 20% considering AI-generated social media posts untrustworthy. Additionally, over 30% see AI chatbots as impersonal, highlighting widespread concerns about the authenticity and reliability of AI-driven interactions.
- Effectiveness: Humor tops the list of effective content types for 66% of marketers, followed by relatable (63%) and trendy content (59%). The biggest challenge they face is deciding which platforms to invest in.
|
Content type |
Percentage of marketers rating approach as effective |
|
Humourous |
66% |
|
Relatable |
63% |
|
Trendy |
59% |
Source: HubSpot
AI is reshaping how businesses communicate, market, and serve users on social media. By leveraging AI for tasks such as content generation, customer service, and data analysis, companies can streamline their social media operations and deliver more personalized experiences to their followers.
It is, however, crucial to ensure that the content feels human and relatable, sprinkling in humor where possible to build audience trust and loyalty.
The Importance of Social Media Analytics
Measuring the effectiveness of social media efforts is crucial for optimizing strategies and demonstrating return on investment. Social media analytics provide valuable insights into user behavior, campaign performance, and engagement metrics.
Key Statistics:
- Analytics adoption: The global social media analytics market is expected to expand from USD 4.8 billion in 2023 to USD 14.6 billion by 2028, with a compound annual growth rate (CAGR) of 24.9%.
- ROI measurement: Social media statistics reveal that email marketing offers an impressive 4,200% ROI, yielding $42 for every dollar spent. Blogging as a marketing tool increases the likelihood of achieving positive ROI by 13 times, while marketers who track ROI are 1.6 times more likely to secure higher budgets.
- Google Ads: Deliver a $2 return for every $1 invested, and 72% of marketers improve engagement through content marketing.
- Video marketing: Significantly boosts conversions, with videos on landing pages increasing conversion rates by up to 86% and dynamic video retargeting enhancing ROI by 49%.
- Cost-effectiveness: Content marketing proves to be cost-effective, generating three times more leads at 62% less cost than traditional methods. This increase is attributed to better targeting and more effective content strategies.
By regularly monitoring social media analytics, businesses can gain a deeper understanding of their audience, identify successful strategies, and make data-driven decisions to improve their social media presence.
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The Rise of Video Content on Social Media
Video outperforms all other formats in both reach and conversion across every major platform.
- More than 92% of internet users watch videos weekly
- YouTube sees 1 billion+ hours of video consumed daily
- Businesses using video report a 90% increase in ROI
- Video-based landing pages boost conversions by up to 86%
Key Statistics:
- Video usage: Video content dominates online activity, with over a third of all internet use dedicated to watching videos. Every day, 100 million internet users and 55% of people globally engage with online videos.
- Globally: More than 92% of all internet users worldwide watch videos online each week, highlighting the immense reach and influence of video content.
- On YouTube alone: Over 1 billion hours of video content are watched daily.
Source: WebFX
- Video engagement: Social media is a prime venue for marketing videos, with businesses leveraging various platforms to reach their audiences.
- Top Platforms: YouTube is the most widely used, with 90% of marketers incorporating it into their video marketing strategies. Facebook follows closely, with 84% of businesses using it as a primary channel and 70% of marketers favoring it for video sharing. However, TikTok is rapidly gaining traction and is expected to surpass Facebook as the leading social media platform for video marketing in 2024.
- Video ROI: Businesses that use video content in their social media strategies report a 90% increase in ROI.
Investing in high-quality video content can significantly enhance user engagement and drive better results for social media campaigns. From product demonstrations to behind-the-scenes looks, video content offers a versatile and impactful way to connect with audiences.
Influencer Marketing: Trust, Reach, and ROI
Influencer marketing remains a powerful tool for reaching new audiences and building brand credibility. Collaborating with influencers can amplify a brand’s message and drive meaningful engagement.
Key Statistics:
- Market growth: As of 2024, the influencer marketing industry is valued at $24 billion, marking a 13.7% increase from its $21.1 billion valuation in 2023. While this growth is notable, it indicates a slowdown in growth compared to the previous year, when the industry saw a substantial 28.7% year-over-year increase, more than double the growth rate expected for 2024.
- ROI: Influencer marketing campaigns generate $5.78 for every dollar invested, with some businesses seeing returns as high as $18. Reflecting this strong ROI, 60% of marketers plan to increase their spending on influencer marketing in 2024.
- Campaign effectiveness: A recent study revealed a correlation between increased influencer marketing spending and higher engagement rates. A mere 1% increase in spending on influencer marketing led to an engagement boost of nearly 0.5%. If brands adjusted their budgets according to these findings, they could see an engagement rate increase of up to 16.6%.
Partnering with influencers can help businesses tap into new audiences and enhance their social media presence. By selecting influencers whose values align with their brand, companies can create authentic and impactful campaigns that resonate with their target market and build brand trust.
Influencer marketing remains one of the most cost-effective strategies for expanding reach and building credibility.
- The market is valued at $24 billion
- Average return is $5.78 per $1 spent
- Top campaigns report ROIs as high as 18x
- 60% of marketers plan to increase influencer budgets in 2025
The key is alignment. Partnerships must go beyond audience size and focus on brand fit, audience trust, and storytelling capability.
Data Privacy and Consumer Trust: A Growing Divide
With growing data privacy and security concerns, businesses must address these issues in their social media strategies. Ensuring compliance with regulations and protecting user data are essential for maintaining trust and credibility.
Social media remains one of the least trusted digital sectors. Users are demanding more transparency and control over their data.
- 73% of users are more concerned about data privacy than before
- 64% believe their data is less secure now than in the past
- 94% of businesses acknowledge that lack of trust affects conversion
By the end of 2024, modern data privacy laws will cover 75% of the global population. Compliance is no longer optional – it is a competitive differentiator.
Key Statistics:
- Privacy concerns: 73% of consumers are now more concerned about their data privacy than they were just a few years ago. Nearly three-quarters of U.S. respondents expressed increasing worries about data privacy in the current tech market, with 64% feeling that their data is less secure today than in the past.
- Regulatory compliance: Before 2023, it was estimated that 65% of the global population would have their personal data protected by modern privacy regulations, a figure expected to increase to 75% by the end of 2024. This shift is crucial, as 94% of organizations acknowledge that customers are unlikely to make purchases if they don’t trust that their personal data is adequately secured.
- User trust: Trust in digital technologies varies widely. According to the 2024 Edelman Trust Barometer, social media is the least trusted industry, while technology is the most trusted.
Businesses must prioritize data protection and transparency to build and maintain user trust. By implementing robust privacy measures and adhering to regulations, companies can ensure a secure and trustworthy social media presence.
Trends Shaping the Future of Social Media
Several developments are set to shape strategy over the next three to five years:
- AR and VR Integration: The AR/VR market is projected to reach $62 billion by 2029, driven by immersive social experiences
- Social Commerce: Global revenue via social platforms is expected to hit $700 billion in 2024, up 23% year-over-year
- Sustainability Messaging: 65% of consumers want to support eco-conscious brands, but only 26% follow through, suggesting a trust gap
- Platform Diversification: Users are active on 6–7 platforms monthly, requiring a portfolio approach with platform-specific content strategies
Final Word: What the Numbers Say About Winning in 2025
The most recent social media statistics show a clear shift in how businesses must think about attention, engagement, and growth. The platforms are bigger, smarter, and faster. Users are savvier and more selective. The old playbook no longer works.
To succeed in 2025 and beyond, brands need to:
- Prioritize mobile, short-form, and video-first content
- Leverage AI for scale, but stay grounded in human relevance
- Use data and analytics to guide every decision
- Build trust with clear privacy policies and authentic communication
- Diversify across multiple platforms, each with a tailored strategy
The brands that thrive will be those that adapt quickly, listen closely, and build real relationships through digital channels that are anything but static.
FAQs
Q: What is the current global social media user count and how does it compare to previous years?
A: As noted earlier, global social media usage reached 5.45 billion users in 2024, representing about 67.1% of the global population. This is a notable increase from 4.72 billion users in 2023.
Q: How significant is mobile usage in social media engagement?
A: Mobile devices play a crucial role in social media engagement, with 99% of Instagram, 98% of Snapchat, and 100% of Threads’ traffic coming from mobile. Facebook and Twitter also see significant mobile traffic, with 68% and 86% of users accessing these platforms via mobile devices, respectively.
Q: What are the projected trends for social media advertising and its effectiveness?
A: Social media advertising is expected to reach $219.8 billion in 2024, growing at a 3.86% CAGR until 2028. Social media remains a top marketing channel due to its high ROI and effectiveness in driving product discovery and purchases.
Q: How are AI and automation influencing social media marketing strategies?
A: AI is enhancing social media marketing by enabling more personalized and efficient strategies. Key trends include the growing adoption of AI for content generation, customer service, and data analysis, which helps businesses deliver more tailored and effective social media interactions.
