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Social Media Marketing Statistics 2025: 91+ Stats & Insights [Expert Analysis]
- November 22, 2025
- 9:39 am
Table of Contents
Global Social Media Usage
62% of the global population uses social media. (Estimated)
Average user spends 2.3 hours per day on social platforms. (Estimated)
Users maintain an average of 6.8 social media accounts. (Estimated)
82% of consumers say social media influences purchase decisions.
74% of buyers research brands on social before purchasing.
57% of consumers discover new brands on social platforms.
89% of people follow at least one brand on social media.
62% of users say they care more about authenticity than polished content.
70% of people prefer video over image posts for understanding a product. (Estimated)
47% of internet traffic involving product research begins on social platforms. (Estimated)
Social Media for Businesses
92% of businesses use social media for marketing.
78% of marketers say social media increased brand recognition.
69% say social media directly increases leads.
56% say social media ads produce the highest ROI among paid channels.
64% of marketers say engagement is their #1 metric.
38% of small businesses publish content daily. (Estimated)
72% of businesses use social media for customer service.
83% of companies say social is part of their crisis communication plan.
51% of brands outsource part of their social media work. (Estimated)
73% of marketers increased their social media budgets in the last year.
Content Performance Statistics
Video posts generate 3× more engagement than images.
Short-form video has the highest ROI for the 4th year in a row. (Estimated from trends)
Carousel posts on Instagram get 24% more engagement than single-image posts.
Reels get 2× more reach than regular Instagram posts. (Estimated)
Images with faces get 38% more likes. (Estimated)
Long captions (100+ words) produce 20% more saves. (Estimated)
Infographics are shared 2.6× more on average.
Posts with emojis increase engagement by 15%. (Estimated)
User-generated content increases trust by 2.4×.
Brand storytelling posts have 3× higher time-on-post. (Estimated)
Paid Social Media Advertising
98% of brands run ads on at least one major platform.
Average social media CPC is $0.85. (Estimated global avg.)
Average CPM across platforms is $6.10. (Estimated global avg.)
Video ads have 30% lower CPC than image ads. (Estimated)
Retargeting ads produce 10× higher conversion rates.
79% of advertisers say paid social is necessary for growth.
60% of marketers say social ads outperform search ads for top-funnel reach.
Social ads account for 33% of total digital ad spend.
71% of companies use lookalike audiences.
64% say AI-based ad optimization improves their results. (Estimated)
Influencer Marketing
Influencer marketing is a $34B industry in 2024–2025. (Estimated extension of last reports)
67% of brands increased influencer budgets in 2025.
Micro-influencers (10k–100k followers) deliver 41% higher engagement.
89% of marketers say influencer ROI is higher or equal to other channels.
58% of brands invest in TikTok influencers.
Influencer campaigns increase purchase intent by 5.2×.
70% of consumers trust influencers more than celebrities.
Long-term influencer partnerships outperform one-offs by 3×. (Estimated)
42% of brands use affiliate-style influencer deals.
61% of influencer-driven traffic converts on mobile. (Estimated)
Platform-Specific Statistics
Facebook has over 3 billion monthly active users.
65% of Facebook users visit the platform daily.
48% of marketers say Facebook ads provide the highest ROI.
Video ads on Facebook get 15% higher CTR than static ads.
Facebook Reels reach 20% more non-followers than other content types. (Estimated)
Instagram has over 2.4 billion users.
70% of Instagram users buy products directly from the app.
Reels account for 28% of total Instagram watch time. (Estimated)
Instagram is the #1 platform for influencer marketing (87% usage).
60% of users prefer Instagram for product discovery.
TikTok
TikTok has 1.9+ billion users. (Estimated based on growth)
Average TikTok session lasts 52 minutes. (Estimated)
TikTok users are 1.5× more likely to purchase after seeing a product in a video.
TikTok ads have 40% higher recall than other platforms.
TikTok UGC-style ads outperform professionally shot ads by 2×. (Estimated)
YouTube
YouTube reaches 95% of the internet population. (Estimated)
YouTube Shorts receive 70 billion daily views.
75% of viewers use YouTube during product research.
YouTube ads have a 32% higher conversion rate than TV ads.
Average YouTube ad CPV is $0.04. (Estimated)
LinkedIn has 1.1 billion members.
B2B marketers say LinkedIn generates 80% of their leads.
Sponsored posts have 3× more engagement than regular posts. (Estimated)
LinkedIn users trust content 2× more than other platforms.
58% of decision-makers use LinkedIn to evaluate vendors.
Twitter/X
X has 550 million active users. (Estimated)
News content sees 4× more engagement on X than other platforms. (Estimated)
42% of brands use X for customer support.
Ad CTR on X averages 1.4%. (Estimated)
X users are 3× more likely to engage with trending topics.
Pinterest has 500+ million users.
85% of Pinterest users use it to plan purchases.
Pins with lifestyle images convert 2.3× better. (Estimated)
97% of Pinterest searches are unbranded (discovery-based).
Pinterest ads have a 2× higher ROI in shopping categories.
Snapchat
Snapchat reaches 90% of Gen Z in the US.
AR lenses increase brand engagement by 3×.
Snap ads have a CPM average of $3.20. (Estimated)
60% of Snapchat users create content daily.
AR try-on ads improve conversions by 45%. (Estimated)
Consumer Behavior Trends
74% of customers expect brands to respond within 24 hours.
39% expect responses within one hour. (Estimated)
82% of people prefer brands with a “human tone” in social posts.
61% of consumers say they unfollow brands due to too many promotional posts.
72% will follow a brand back if the brand follows them first. (Estimated)
58% say they trust brands more that show behind-the-scenes content.
48% of consumers want brands to take social stands on important issues. (Estimated)
67% say personalized social media ads feel more helpful.
53% of buyers prefer to pay through social commerce features.
77% say they’re more likely to buy from brands they engage with on social media.
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About the author, Bill Nash
Bill Nash is the CMO of Marketing LTB with over a decade of experience, he has driven growth for Fortune 500 companies and startups through data-driven campaigns and advanced marketing technologies. He has written over 400 pieces of content about marketing, covering topics like marketing tips, guides, AI in advertising, advanced PPC strategies, conversion optimization, and others.