The Latest 80 Social Media Marketing Statistics for Smarter Strategy

Finding outdated stats from 2022 or earlier doesn’t help when you’re trying to make real decisions. We ran into the same problem! Numbers felt too broad, missed key details by platform, or were just not current enough to guide strategy.

So we fixed it.

In this breakdown, you’ll get up-to-date, platform-specific social media marketing statistics. That includes trends, engagement rates, ad performance, and ROI data from TikTok, Instagram, LinkedIn, Pinterest, and more. Let’s explore them together!

Key Findings

• Over 5 billion people use social media, with short-form video and mid-length comments driving the most engagement. 
• TikTok, Pinterest, and YouTube are showing strong ROI, while X is losing users and marketer trust.
• LinkedIn leads for B2B marketing, Pinterest drives product discovery, and TikTok users show high purchase intent.

Most Important Social Media Marketing Statistics for 2025

If you want better results from social media, you need to look at the numbers first. In that case, you can’t overlook the importance of social media marketing statistics. So, let’s break down the key data.

1. Global Overview of Social Media Usage

Whether you’re a marketer or a business owner, you must understand the social media usage pattern. Otherwise, you won’t be able to interpret social media marketing statistics worldwide.

1. In 2025, total spending on social media advertising is expected to reach $276.7 billion.
2. Globally, 5.17 billion people are using social media platforms.

3. Over half of online adults, around 56%, shop online every week.
4. Instagram, Pinterest, and LinkedIn are currently the top three social platforms growing the fastest.

5. Brands see 151.6% more engagement when they post mid-length comments.
6. Among all content types, short-form videos have the strongest impact.
7. More than 50% of marketers in the U.S. are planning to use YouTube for influencer campaigns in 2025.
8. In the United States, 81% of people aged 15 to 25 use YouTube.
9. In 2024, users spent an average of 48.7 minutes per day on the platform.

10. In 2024, users on X spent approximately 364 billion seconds active on the platform each day, with 8.3 billion daily video views.
11. According to eMarketer, X is expected to see a decline of 10 million users globally in 2025, followed by another 10 million in 2026.

2. Demographics and User Behavior by Platform

These social media statistics worldwide will reveal user age, gender, and behavior trends across platforms. It’ll help you to build audience personas and customize targeted messaging. 

1. The largest group of Facebook users is men between 25 and 34 years old, making up 18.4% of the platform’s global audience. The second-largest group is men aged 18 to 24 at 13.5%, followed by women aged 25 to 34.

2. As of January 2025, 28.3% of Instagram users in the United States are between the ages of 25 and 34.
3. On a global scale, the majority of Instagram users identify as male.
4. In the U.S., adults spend an average of 32 minutes daily on the platform.
5. Just over half (50.6%) of all LinkedIn users fall within the 25 to 34 age group.

6. About 69.4% of Pinterest’s user base identifies as female. In comparison, 22.6% identify as male, and 8% did not specify their gender.
7. Gen Z accounts for 42% of Pinterest users. This group is also 30% more likely to shop online than other age groups.
8. By February 2025, YouTube’s audience was primarily made up of males aged 25–34 (12%) and 35–44 (10.1%). Female users in those same age groups accounted for 9.7% and 8.4%, respectively.
9. Globally, Android users are spending about 35 hours each month watching videos on TikTok.
10. About 70% of Baby Boomers in the U.S. are active on YouTube.
11. Roughly 50% of Facebook’s user base falls within the Millennial age group.
12. Among users aged 18 to 24, 67% use Instagram specifically to find local businesses.
13. X currently has 106.23 million users in the United States, making it the platform’s largest user base by country.

3. Platform-Specific Engagement and Reach

Platform-specific data on reach, impressions, and engagement helps you to see the effectiveness of social media marketing statistics. It helps teams decide which platforms deliver the best results for their content.

1. Facebook is currently the top choice for marketers, used by 86% of them worldwide.
2. Instagram ranks second, with 79% of marketers using it.
3. According to a 2024 HubSpot survey, audience engagement was highest on YouTube (23%), followed closely by Instagram (23%) and Facebook (22%).
4. Around 40% of LinkedIn users interact with business pages on the platform weekly.
5. For LinkedIn accounts with 2,000 to 10,000 followers, posts typically receive about 613 engagements on average.
6. On Twitter, 79% of users follow at least one brand.
7. Posts on X that include at least one hashtag are 55% more likely to be retweeted.
8. Year over year, average impressions per post on X rose by 75.8%.
9. In 2024, the average number of replies per post on X went up by 107%.
10. According to Aura Agency, Instagram Story reach went up by 35% for brands that have fewer than 10,000 followers.
11. A separate analysis by Socialinsider showed that accounts with 1,000 to 5,000 followers recorded the highest Reels view rate—20%.
12. Despite TikTok’s growth, only 28% of marketers are currently using the platform.
13. Pinterest receives approximately 1.16 billion visits each month.
14. Pinterest ranks as the 2nd most-visited social media site in the United States.
15. TikTok maintains the highest engagement rate among platforms, averaging 2.5% based on follower count.
16. As of January 2025, Reddit recorded 3.8 billion visits across desktop and mobile devices.

4. Ad Revenue and Return on Investment (ROI)

If you’re examining social media marketing growth statistics, ad revenue trends offer key data. You can see where marketers are putting their money and what returns they’re getting.

1. In Q3 2024, Reddit brought in $315 million in ad revenue. That’s a 56% rise compared to the same quarter in 2023.
2. A separate report shows that X recorded $3.14 billion in advertising revenue across 2024.

3. TikTok’s advertising tools, including TikTok Promote and TikTok Shop, are performing well. The platform is expected to reach $34.8 billion in ad revenue by 2026.
4. Back in 2018, TikTok made just $0.15 billion in revenue. By 2023, that number rose to $23 billion.
5. TikTok also brought in $205 million more in in-app purchases than Snapchat, Facebook, and X (formerly Twitter) combined in 2023.
6. Pinterest ads deliver 2.3 times better cost-per-conversion efficiency compared to other platforms.
7. Pinterest ads also attract 11.4 times more leads than competing social channels.
8. According to Nielsen, Pinterest achieves a 32% higher return on ad spend than other digital platforms.
9. Data shows that 40% of users turn to Facebook and 32% use YouTube when looking for product or service reviews.
10. Only 38% of social media marketers believe they are seeing a positive return on investment from advertising on X.
11. Among B2B marketers, 85% consider LinkedIn the top platform for generating strong returns.
12. One out of every four marketers ranks YouTube as the highest ROI channel among all social platforms.
13. Advertisers using Quora Ads have achieved up to four times more conversions compared to other platforms.
14. Reddit Ads helped Liquid I.V. cut its cost per action by 94% and generate 17 times return on ad spend.
15. TikTok is currently the fourth most trusted platform among marketers for delivering strong ROI.

5. Consumer Behavior and Conversion Insights

These benefits of social media marketing statistics show how platforms support product discovery and drive conversions. They help marketers see how users make purchasing decisions in 2025.

1. Roughly 80% of Pinterest users who visit the platform weekly discover a new product or brand.
2. Most searches on Pinterest do not include brand names.
3. Half of Pinterest’s users consider it a place to shop.
4. Retailers that list catalogs and use product tags on Pinterest experience a 30% increase in checkout rates.
5. Data from IDC shows that 84% of B2B executives and 75% of overall B2B buyers rely on social platforms during the buying process.
6. When it comes to direct purchase intent, the 2025 Sprout Social Index™ found that most consumers choose Facebook first. TikTok and Instagram follow closely behind.
7. TikTok has also shown strong conversion performance around 43.8% of its users ending up making a purchase.
8. 78% of TikTok users have bought something after seeing content from a creator.
9. People who find products on TikTok are twice as likely to recommend them compared to users on other platforms.
10. On X, 36% of users say they’re more likely to be early adopters of new products.
11. According to the 2024 Social Media Content Strategy Report, 61% of social media users use Instagram to research or discover their next purchase.

12. According to the 2025 Sprout Social Index™, 29% of users have made a purchase directly through Instagram.
13. Separately, a survey by Animoto found that more than 80% of both B2C and B2B marketers believe YouTube videos are effective for generating views, engagement, and sales.
    

6. Trends in B2B and Niche Marketing

These B2B social media marketing statistics show how professionals use platforms like LinkedIn and Reddit. Both channels are now key for connecting with business-focused audiences.

1. According to the Content Marketing Institute, 53% of B2B marketers currently include YouTube in their marketing strategy.
2. Data from the State of Marketing Report shows that 8.77% of B2B marketers intend to start using Reddit in 2025. 
3. For B2C marketers, that figure is slightly higher, around 9.16%, planning to leverage Reddit for the first time next year.
4. People are 46% more likely to trust advertising from brands on Reddit.
5. Quora provides advertisers with 11 targeting options to make audience selection easier.
6. In 2024, the most searched topics on Pinterest in the U.S. were dinner ideas, nails, and hairstyles.

7. Influencer Marketing and AI Trends

This section highlights social media marketing statistics 2025, with a focus on growth trends driven by influencer campaigns and AI adoption.

1. The influencer marketing industry is projected to reach $32.55 billion in 2025, rising from $24 billion in 2024. 
2. Spending on influencer campaigns is also set to overtake both social media and digital advertising budgets that same year.
3. 62% of consumers report being less likely to interact with or trust social media content created by AI, signaling ongoing hesitation around AI-generated materials.
4. AI adoption by social media marketers rose by nearly 180% in 2024.
5. TikTok is currently piloting an augmented reality ad format. Within 10 days of launch, Smashbox achieved a 50% engagement rate using this feature.
6. By May 2024, 38% of marketers globally reported that generative AI improves efficiency in social media marketing. Another 34% said it helps them come up with content ideas more easily.

How to Use Social Media Statistics to Improve Your Strategy

Social media data helps you refine what works and remove guesswork. Here are clear, practical ways to use stats to support content planning, testing, and performance evaluation.

1. Review Your Strategy and Update

Don’t change everything at once. Look at the data to identify which parts of your strategy align with your objectives and which don’t. Then, you should use stats to spot gaps, optimize what’s underperforming, and continue doing what gets results.

2. Align Content with Platform Behavior

It’s not necessary to be active on every channel. Select platforms based on your audience and goals. Then adapt your content to suit user expectations. 

For instance, short-form video may do well on Instagram, while LinkedIn may support longer updates. Remember that the format and tone should fit the platform.

3. Run Small Tests

Stick to your goals, but leave room for trying new things. Test different content types, post timing, or subject matter. Monitor response and use the results to improve your approach. 

You’ll see that controlled experiments often point to new opportunities.

4. Measure Results and Apply Insights

Track performance across all accounts using tools like Hootsuite Analytics. You must analyze both organic and paid activity. On top of that, compare against benchmarks and analyze the return on investment. 

Finally, make decisions based on what the data confirms, not assumptions.

Final Words

We’ve seen how social media marketing statistics help to shape smart decisions. From platform trends to ROI benchmarks, the data shows where attention is going and what’s delivering value. Besides, staying updated helps you avoid guesswork and prioritize what works.

Looking ahead, short-form video, creator content, and platform-specific strategies will keep leading the way. Tracking these shifts regularly is key.