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Social Media Statistics 2025: 97+ Stats & Insights [Expert Analysis]
- November 5, 2025
- 4:18 pm
Table of Contents
Global Usage Statistics
There are ~5.17 billion social media users worldwide.
Social media usage grew by ~150 million users in the last 12 months.
The global social media penetration rate is ~64%.
The average user spends ~2 hours and 27 minutes on social media daily.
People use an average of ~6.7 social platforms per month.
18–34-year-olds represent the largest active age group on social media.
~54% of social media users are male, and ~46% are female.
~85% of social media access happens on mobile devices.
Users check social apps ~16–18 times a day on average.
~75% of consumers use social media to research products before buying.
Content Consumption
Short-form video is the #1 most engaging content type globally.
Users remember ~65% of what they see in videos vs ~10% of text.
People watch ~17 hours of online video weekly.
Captions increase video watch time by ~12%.
Vertical videos drive ~40% higher completion rates than horizontal.
Posts with emojis generate ~48% more engagement.
Carousel posts on most platforms generate ~1.5x higher engagement.
User-generated content is ~2.4x more trusted than brand-created content.
Educational & “how-to” content performs ~3x higher than promotions.
Posts with faces in the thumbnail see ~38% higher watch rates.
Influencer & Creator Economy
The creator economy is valued at ~$250+ billion.
~50 million people consider themselves “creators”.
Micro-influencers (10k–100k followers) have the highest engagement rates.
~61% of consumers trust recommendations from influencers.
Influencer campaigns return an average ROI of ~$5.20 per $1 spent.
~49% of buyers rely on influencer reviews before purchasing.
Live shopping conversion rates can reach ~10x higher than typical ads.
TikTok creators have ~2x higher engagement than Instagram creators.
~70% of teens say creators influence what they buy.
Creator-led product drops sell ~3x faster than brand-led drops.
Social Media & Business
~92% of businesses use social media for marketing.
~83% of marketers say social media is important for brand building.
~71% of businesses plan to increase social ad spend.
~68% of brands publish content daily or several times/week.
Companies with active social presence generate ~32% higher retention.
Social proof (reviews & testimonials) can increase conversions by ~25%.
~58% of small businesses sell directly through social platforms.
Brands using video on social media grow revenue ~49% faster.
Community-driven brands see ~2x loyalty uplift.
Companies responding within 1 hour achieve ~3x higher satisfaction.
Advertising & ROI
Social ad spend is ~$257+ billion globally.
Social media ads reach ~80% of the total internet population.
Average CPC on social media ranges ~$0.30 to $1.50 depending on platform.
Retargeting ads can boost conversions by ~150%.
Video ads generate ~30% higher click-through rates than static ads.
Carousel ads drive ~20–25% lower cost per conversion.
Lookalike audiences improve ROI by ~42%.
Social ads can increase branded search lift by ~12%.
~79% of marketers say paid + organic together performs best.
Influencer ads outperform brand ads in engagement by ~4–7x.
Platform-Specific Statistics
Facebook has ~3.06 billion monthly active users.
Average Facebook user clicks ~12 ads/month.
Video posts receive ~2x higher engagement than image posts.
Facebook Groups have ~1.8 billion monthly users.
Reels are the most shared content format on Facebook.
Instagram has ~2+ billion monthly active users.
Stories are viewed by ~70% of Instagram users daily.
Reels offer ~22% higher reach than static posts.
Carousel posts generate the highest engagement on Instagram feeds.
~44% of users shop on Instagram monthly.
TikTok
TikTok has ~1.6 billion monthly active users.
Average TikTok usage time is ~55 minutes/day, the highest among platforms.
TikTok ad recall is ~35% higher than on other video platforms.
~67% of users say TikTok inspires purchases.
TikTok videos between 6–15 seconds perform best.
YouTube
YouTube has ~2.7 billion monthly active users.
~90% of users discover new products on YouTube.
Shorts receive ~70+ billion views/day.
YouTube is the #1 platform for long-form learning content.
How-to tutorials are the fastest-growing content category.
LinkedIn has ~1 billion members.
~4 out of 5 LinkedIn members drive business decisions.
Native LinkedIn videos increase engagement by ~5x.
Thought-leadership articles raise brand trust by ~63%.
LinkedIn Ads have ~2–3x higher lead quality than other platforms.
X (Twitter)
X/Twitter has ~550 million active users.
Real-time event tweets get ~2–5x engagement spikes.
Posts under 140 characters perform best.
~53% of users follow brands to get news updates.
Twitter is the #1 source of breaking news consumption.
Pinterest has ~480 million monthly active users.
~85% of users use Pinterest to plan purchases.
Pins with lifestyle imagery perform ~30% better than product-only.
Pinterest shopping ads convert ~2x more than display ads.
Women make up ~60% of Pinterest’s audience.
Snapchat
Snapchat has ~414 million daily active users.
Users open Snapchat ~40 times/day on average.
AR lenses increase engagement by ~70%.
Gen Z makes up ~60% of Snapchat’s core audience.
Sponsored filters have ~4x higher brand recall.
Trends & Consumer Behavior
Social search is replacing Google search for ~40% of Gen Z.
Authenticity is the top factor in content trust.
Silent video consumption is common—~80% of users watch without sound.
Social commerce sales are projected to reach ~$1.2 trillion globally.
Community-led brands see ~3x higher repeat purchase rates.
Social listening reduces churn risk by ~15–25%.
Conversational marketing increases conversions by ~20–50%.
Memes drive ~60% more shareability than standard images.
Relatable content outperforms aspirational content among Gen Z.
Brands that respond to comments receive ~2x higher customer loyalty.
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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.