Top 10 Social Media Statistics Every Marketer Needs to Know in 2025

Social media isn’t just a part of the digital landscape; it’s a dominant force shaping how consumers connect, discover, and purchase. For marketers aiming to craft effective strategies, understanding the latest trends and user behaviors is non-negotiable. As platforms evolve and new technologies emerge, staying informed with up-to-date statistics is crucial for maximizing reach, engagement, and ROI.

Here are 10 essential social media statistics for 2025 that every marketer should keep top of mind:

1. The World is Social: The global social media user base is massive and still growing. In 2025, an estimated 5.42 billion people are using social media worldwide, roughly 64% of the global population. This highlights the immense potential reach available through social channels. (Source: Sprout Social, Blog2Social)
2. Platform Power Players: While new platforms emerge, established giants hold sway. Facebook leads with around 3.15 billion monthly active users (MAU), followed closely by YouTube (2.5 billion MAU), Instagram (over 2 billion MAU), and TikTok (around 1.58 billion MAU). Understanding where your target audience spends their time is key. (Source: Blog2Social, Buffer)
3. Time Investment is Significant: Users dedicate substantial time to social platforms. On average, people spend 2 hours and 19 minutes daily scrolling through social media, engaging with roughly seven different platforms each month. This presents ample opportunity but also fierce competition for attention. (Source: ClearVoice)
4. Video Reigns Supreme: Video, especially short-form, dominates content preferences. 78% of people prefer learning about new products via short videos, and features like Instagram Reels now account for half the time spent on the platform. YouTube remains a powerhouse for video content and brand discovery. (Source: Sprout Social, Blog2Social, Shopify)
5. Engagement is the New Gold Standard: While reach is important, engagement signals true connection. TikTok boasts the highest average engagement rate (around 2.50%), significantly outpacing Instagram (around 0.50%), Facebook, and X (formerly Twitter) (both around 0.15%). However, engagement rates vary greatly by industry and content type. (Source: Socialinsider)
6. Social Commerce is Booming: Consumers are increasingly comfortable shopping directly on social platforms. The global social commerce market is exploding, projected to hit $8.5 trillion by 2030. In the US alone, sales are expected to surpass $90 billion in 2025, driven heavily by Millennial and Gen Z shoppers. (Source: Hostinger, Zeropark)
7. Influencer Marketing Delivers ROI: Collaborating with influencers is a mainstream strategy. The market reached $24 billion in 2024, and 86% of US marketers plan to use influencers in 2025. Many brands see significant returns, with averages like $4-$6 earned for every $1 spent, particularly when building authentic, long-term partnerships, even with micro-influencers. (Source: Sprout Social, Dash, Tomoson study via Sprout Social)
8. Ad Spend Continues to Climb: Businesses are investing heavily in social advertising. Global spending is projected to reach $276.7 billion in 2025 and is expected to grow over 9% annually in the coming years. A significant majority (projected 83% by 2030) of this spend is directed towards mobile ads. (Source: Sprout Social)
9. Mobile-First is Mandatory: Social media is overwhelmingly accessed via mobile devices (around 91% of users). Furthermore, platforms like Instagram, TikTok, and YouTube are primary channels for product discovery, especially among younger demographics like Gen Z. (Source: WordStream, ClearVoice, Hostinger)
10. AI is Reshaping the Game: Artificial Intelligence is rapidly integrating into social media marketing. Around 71% of marketers are already using AI tools for tasks like content creation and analytics, with many reporting improved performance. However, marketers must balance efficiency gains with consumer demand for authenticity, as some users remain hesitant about AI-generated content. (Source: ClearVoice, Sprout Social)

Conclusion:

The social media landscape is dynamic, driven by evolving user behavior, platform innovations, and technological advancements like AI. These statistics underscore the need for marketers to prioritize video, focus on genuine engagement, embrace social commerce, strategically leverage influencers, optimize for mobile, and thoughtfully integrate AI. By staying informed and adapting strategies based on current data, brands can effectively navigate the complexities of social media and achieve their marketing goals in 2025 and beyond.