Social media statistics show how the digital world keeps growing at a rapid pace. Recent data shows that 5.41 billion people, or 65.7% of the world's population, now use social media platforms as of July 2025. YouTube leads the pack in the United States, where 85% of adults say they use the service.
Businesses should note how social media has become part of our everyday routines. People actively use almost 7 different social platforms each month. The world spends about 14½ billion hours consuming social media content daily. These 2025 social media usage numbers prove why businesses must take these platforms seriously.
This piece will teach you about the newest social media growth trends and platform-specific data that will shape your business strategy. You'll learn what works, what changes, and how to be proactive in this ever-changing digital world.
Social media usage statistics every business should know
Social media usage numbers tell a compelling story for businesses in 2025. These core statistics help us learn about where customers spend their time and how to direct marketing efforts. Let's head over to the most important figures that should shape your social media strategy this year.
Total users and growth rate in 2025
The social media world keeps expanding steadily, with 5.42 billion users worldwide in 2025. This huge user base makes up about 65.7% of the world's population. Businesses seeking wide reach can't ignore these platforms anymore.
Growth has slowed a bit compared to earlier years but remains strong. The social media universe added 241 million new users in the last year, showing an annual growth rate of 4.7%. That means about 7.6 new users join social platforms every second.
Businesses should note that 95.7% of internet users worldwide use social media monthly, whatever their age. 88.9% of all adults (18+) globally now use these platforms, making them almost universal among potential customers.
Big regional differences still exist. Northern Europe tops the list with 81.7% social media penetration, while Middle Africa sits at just 9.6%. Companies with international operations need to think over this geographic gap when planning their marketing resources.
Average time spent per user
The average time on social media has dropped slightly, even with new platforms and features. Users spend about 141 minutes (2 hours and 21 minutes) daily on social platforms, down from 143 minutes in 2024.
This small decrease might show a shift toward more purposeful social media use. New platforms like Threads and Bluesky haven't caused people to spend much more screen time. They're just spreading their attention across more platforms.
Usage time varies greatly by region. Brazilian users spend the most time – 3 hours and 49 minutes daily on social media. American users clock 2 hours and 16 minutes daily, just under the global average.
The battle for attention grows fiercer for businesses. Users aren't adding more social media time; they're splitting their existing time across more platforms. This makes platform selection more vital than ever.
Number of platforms used per person
The average user actively uses 6.83 different social platforms each month. This number has stayed steady over the last several years, despite newer platforms emerging.
This multi-platform behavior creates a mixed bag for businesses. Running effective campaigns across multiple platforms needs more resources. But it also offers more ways to connect with your audience.
User engagement patterns keep evolving. About half (48%) of consumers interact with brands more often on social media than six months ago. 90% of consumers now use social media to track trends and cultural moments. These platforms have become information hubs.
These statistics show that social media has grown from a marketing option into vital business infrastructure. With 94.2% of internet users active on social platforms and attention spread across multiple networks, businesses must create specific strategies for each platform instead of using one approach everywhere.
The numbers paint a clear picture – social media's reach grows while users become more sophisticated. Understanding these basic statistics helps businesses develop social strategies that meet customers where they spend time in 2025.
Platform-by-platform breakdown
Each social media platform gives businesses unique chances to succeed based on who their audience is, how people interact, and what content they prefer. These platform-specific stats help you target your marketing where it works best.
Facebook: still the biggest player
Facebook remains a social media giant with 3.07 billion monthly active users in 2025 despite newer platforms making headlines. The platform has a strong daily user base of 2.11 billion people, which is about 69% of its monthly active users. India leads the pack with 581.6 million users, and the United States follows with 279.8 million. Facebook's user base has grown an impressive 120.86% in the last decade.
Men make up 55.26% of users while women account for 44.74%, and the biggest group (24.97%) ranges from 25-34 years old. Facebook gives businesses amazing cross-platform reach—77.6% of its users are also on Instagram, 73.4% use YouTube, and 52.1% browse TikTok.
Instagram: product discovery and engagement
Instagram has become a powerhouse for product discovery. About 61% of users find new products there, slightly more than Facebook's 60%. Users see the most engaging brand content on Instagram (69%), and 44% want brands to post more often.
Instagram's value comes from its high engagement—50% of users interact with brands daily. This leads to real sales, with 29% of users buying directly through the platform, making it the third most popular shopping destination.
TikTok: Gen Z and video dominance
TikTok has grown from a viral teen app into a commercial giant with 1.59 billion monthly active users worldwide in 2025. The United States tops global usage with 135.79 million users—almost half of all American adults. People spend about 95 minutes every day on the app, adding up to 34 hours monthly, which is substantially more than other social networks.
Young people love TikTok more than any other platform. It's the #1 choice for Gen Z, with over 83% checking it daily. About 77% of Gen Z users find new products there, and 63% read their news on TikTok—higher numbers than any other platform. These discoveries turn into sales—half of all users have bought something after watching TikTok Live.
YouTube: long-form and short-form video
YouTube holds strong as Gen Z's second favorite platform, with 78% of them watching daily. Though YouTube has invested in Shorts, users seem to prefer longer videos. U.S. viewers now spend 8% more time watching long-form content compared to late 2023.
Users spend 73% of their YouTube time watching videos longer than 30 minutes. YouTube reviews shape 44% of Gen Z buying choices, especially for tech products.
LinkedIn: B2B and professional content
LinkedIn now has 1 billion active users, making it the top professional networking site. B2B marketers can't ignore it—86% use LinkedIn, making it their preferred platform.
Marketers get great results here, as LinkedIn Ads convert twice as often as other ad platforms. About 82% of B2B marketers use LinkedIn Ads to reach decision-makers. Most users (about 60%) are 25-34 years old.
Pinterest and Reddit: niche but powerful
Pinterest and Reddit might be smaller, but they pack a punch:
Pinterest has grown to 537 million monthly active users with mostly women (69.4% versus 22.6% men). The platform drives sales—85% of users have bought items they saw in brand pins.
Reddit keeps growing and is now the UK's fifth most popular social platform with 22.9 million adult visitors in May 2025. Ad revenue looks promising, hitting USD 315 million in Q3 2024, up 56% from last year.
How social media is shaping consumer behavior
Social media has changed how consumers find, assess, and buy products in 2025. People's behavior on these platforms has evolved beyond casual browsing. Younger generations now use social networks as their main shopping channels.
Where people go to find products
The way people find products has transformed. Gen Z shoppers now find products on social media more often than through search engines. Instagram (30.4%) and TikTok (23.2%) are their top product discovery platforms, while Google trails at 18.8%.
This has changed how people buy products in 2025:
- Social media ads and product reviews affect 63% of Gen Z and 49% of millennials' buying decisions
- Younger consumers find social media ads 54% more relevant than streaming or cable TV ads
- Users find products without searching for them on social platforms, which boosts awareness and spontaneous purchases
This transformation explains why major social platforms have improved their ad engines. They use the same technology that delivers relevant content to target consumers better. These platforms help advertisers reach specific audiences and measure results clearly.
How reviews and recommendations affect buying
Reviews and recommendations are now the digital version of word-of-mouth – the most trusted marketing form. About 93% of consumers read product reviews before buying. Facebook (40%) and YouTube (32%) are people's favorite platforms to read reviews.
These reviews make a big difference. About 60% of consumers check online product reviews weekly. Most people (93%) believe reviews help them make better purchase decisions and reduce risks. People now regularly read online reviews before buying anything.
Reviews from creators and influencers matter even more. About 50% of Gen Z and millennials feel closer to social media creators than TV personalities or actors. This connection helps brands – creators add credibility and authenticity that traditional ads can't match.
Social proof and quick responses matter
Social proof – when people see others approve of products – plays a key role in consumer decisions. About 90% of buyers say social proof affects their research, with customer reviews being the top factor.
Quick responses on social media are just as important. By 2025, 79% of consumers want answers within an hour of contacting a brand. The stakes are high – 73% of social users will buy from competitors if brands don't respond on social media.
People expect faster responses than ever. Most consumers want answers within 24 hours. Two hours feels too long on Instagram or Facebook. Quick responses show customer commitment and lead to better brand satisfaction, loyalty, and reputation.
Good customer service makes a difference – 89% of consumers are more likely to buy again after positive experiences. But poor service drives customers away – 32% stopped buying from businesses after bad customer service.
Social media marketing statistics 2025
Social media marketing investments are reaching new heights in 2025. Businesses now recognize these platforms' crucial role in their marketing strategies. Companies dedicate larger portions of their budgets to social media, and understanding current statistics helps shape strategic planning.
Ad spend projections and mobile dominance
Social media advertising spending will reach USD 276.72 billion in 2025. This represents much of total digital marketing expenditure. The figure should grow at an annual rate of 10.09% through 2029 and reach USD 406.45 billion. Worldwide advertising spend in all channels will grow by 4.9% in 2025, with a total of USD 992.00 billion.
Mobile platforms rule social media advertising. Most social media ad spending goes to mobile platforms, and projections suggest 83% of total social media ad spending will come through mobile by 2029. This mobile-first advertising trend mirrors user behavior as more people access social platforms on smartphones and tablets.
China stands at the forefront of global social media ad spending with an expected USD 96.82 billion in 2025. Retail media grows by 13.9% while social media increases by 9.2%.
Engagement benchmarks by platform
TikTok leads all platforms with the highest organic engagement rate of 2.50%. This makes it valuable especially when you have brands that want active audience participation. Instagram follows with strong engagement metrics, showing an average rate of 3.5% across industries.
Each industry shows different engagement levels. To cite an instance:
- Construction and manufacturing shows Instagram's highest engagement rates at 4.4%
- LinkedIn shows exceptional results for construction (4.0%) and hospitality sectors (3.9%)
- Facebook's engagement rates average 1.3% across industries
Post volume affects engagement metrics. Research shows brands should target 48-72 posts weekly across platforms to maximize engagement. Brands saw a 20% jump in average inbound engagements throughout 2024, rising from 70% to 83%.
Best-performing content types
Video rules the social media world in 2025. About 78% of people prefer to learn about new products or services through short video content. This preference shows in consumer behavior—89% of consumers say watching a video convinced them to buy a product or service.
The business world has noticed this trend. 91% of businesses now use video as a marketing tool. 96% of video marketers report that video marketing helps users understand their product or service better. 93% of marketers plan to keep or increase their video marketing investments in 2025.
Authenticity matters more than ever. Genuine and unfiltered content performs better than highly produced material. About 60% of social content aims to entertain, educate, or inform audiences, while direct promotions make up nearly half of all organizational content. A quarter of organizations make 80-100% of their social content entertainment-focused, showing how audiences prefer engaging content over direct sales pitches.
What’s changing in social media marketing
The digital world of social media marketing shows radical alterations in 2025. Brands now adapt to new consumer expectations, technological advancements, and platform algorithms. These three major changes have altered the map of how businesses connect with their audiences online.
Change toward authenticity and real conversations
Social media users can spot manufactured content instantly. Consumers prefer unfiltered, genuine interactions over polished corporate messaging. 85% of consumers consider authenticity crucial when choosing brands to support. Behind-the-scenes content performs 79% better than highly produced assets on all platforms, which proves people want real content.
Successful brands in 2025 have accepted new ideas by:
- Creating content that shows real employees instead of models
- Sending personalized messages in comments rather than templated replies
- Speaking up about social issues their audience cares about with honest viewpoints
User-generated content (UGC) has become the life-blood of strategy. Brands see 2.4x higher engagement rates when they add customer content to their feeds compared to brand-created posts alone.
Decline in organic reach and rise of paid
Organic reach keeps declining on major platforms. Facebook posts reach just 2.2% of a page's followers without paid promotion, down from 5.5% in 2020. Instagram's average organic reach has fallen to 9.4% per post. Brands must now add paid promotion to their organic strategies.
Algorithms give priority to content from personal connections over business accounts. 73% of social media marketers have increased their paid social budgets for 2025.
The silver lining? Paid social delivers strong ROI with proper targeting. The average return on ad spend (ROAS) for social media advertising stands at 2.8x, making it more economical than many traditional advertising channels.
Importance of data-driven decisions
Privacy changes and the end of third-party cookies have pushed social media marketers to rely on first-party data collection. 77% of high-performing brands use social listening tools to shape content strategy, product development, and customer service improvements.
Advanced analytics proves essential for success. Top-performing companies are 2.3x more likely to use predictive analytics in their social media strategy than underperforming competitors. Cross-platform attribution modeling has become standard practice. 68% of social media teams now use multi-touch attribution to track the customer's experience accurately.
How to adapt your strategy for 2025
Your social media strategy for 2025 needs analytical insights that adapt to user behaviors and platform changes. Recent data shows users are active on 6.7 social platforms monthly. This means businesses need smart choices about their resource allocation.
Choosing the right platforms for your audience
The right platform choice is a vital part of social media success. Numbers tell the story – 86% of marketers see better exposure and 73% notice increased traffic.
Here's what you should think over:
- Your audience's demographics and behaviors
- Your business type and industry relevance
- Content types that line up with your brand
To name just one example, visual brands shine on Instagram, while LinkedIn works better for professional services. Success comes from mastering one channel before expanding to others.
Balancing organic and paid content
Organic reach isn't what it used to be, so a balanced strategy works best now. Social ads help reach wider audiences as organic visibility drops. Experts predict global social ad spending will hit USD 276.72 billion by 2025.
Smart brands test their content organically first. They boost top performers with paid support later. This creates a seamless experience – paid ads that strengthen organic messages help consumers see a unified brand that strikes a chord beyond single advertisements.
Using influencers and creators effectively
Social media creators have a special connection with younger audiences. About 50% of Gen Z and millennials feel closer to them than TV personalities. The key lies in finding creators whose followers match your target audience.
Authenticity matters in influencer partnerships. Small networks of 1-5 influencers help 91% of brands build deeper connections with niche audiences while staying budget-friendly. Monthly campaigns lead the way at 37.1%, showing steady effort beats occasional outreach.
Leveraging video and interactive formats
Video content should be at the heart of your 2025 strategy. Mobile users complete 90% more short-form videos. This makes TikTok and Instagram Reels essential tools for audience participation.
Interactive videos substantially boost engagement by turning watchers into active participants. Features like clickable products, polls, and quizzes create tailored experiences that improve conversion rates. Success comes from focusing on platforms where your audience spends time, not trying to be everywhere.
Conclusion
Social media has changed from a nice-to-have marketing tool into vital business infrastructure in 2025. About 5.42 billion users worldwide and almost 96% of internet users connect with these platforms monthly. Businesses can't ignore social media's massive reach and influence anymore.
In this piece, platform-specific stats show unique ways to grow. Facebook still leads with over 3 billion users, while Instagram rules product discovery. TikTok continues to engage Gen Z users who spend 95 minutes daily on the app. YouTube, LinkedIn, Pinterest, and Reddit are a great way to get targeted marketing benefits.
User behavior has moved in new directions. Young people now find products through social media instead of search engines. Reviews and recommendations affect buying decisions by a lot – 93% of consumers read product reviews before buying. On top of that, quick response times matter more than ever, as 79% of users want brands to reply within an hour.
Of course, businesses need to adapt their game plan. They must balance organic and paid content as organic reach keeps dropping across platforms. Video content proves most effective, with 78% of people choosing to learn about new products through short videos.
A social-first marketing strategy in 2025 needs real, authentic content above everything else. Users spot fake content right away and love genuine interactions more. Companies that embrace real conversations, make use of information from users, and take informed decisions will pull ahead of their competition.
The digital world keeps changing fast. But companies that pick platforms based on their audience, mix organic and paid approaches well, team up with the right influencers, and focus on video content will succeed.
These social media numbers paint a clear picture – these platforms connect brands and consumers like never before. Companies that understand and use these insights build stronger audience connections. They drive more sales and end up achieving better business growth in 2025 and beyond.
FAQs
Q1. What percentage of the global population uses social media in 2025?
As of 2025, approximately 65.7% of the global population, or 5.41 billion people, use social media platforms. This represents a significant increase from previous years and demonstrates the growing importance of social media in people's daily lives.
Q2. How much time do people spend on social media daily in 2025?
On average, users spend about 141 minutes (2 hours and 21 minutes) per day on social media platforms. This figure varies by region, with Brazilian users spending the most time at 3 hours and 49 minutes daily.
Q3. Which social media platform is most popular for product discovery?
Instagram leads in product discovery, with 61% of users discovering new products on the platform. It's closely followed by Facebook at 60%. For Gen Z specifically, TikTok is particularly influential, with 77% using it to discover new products.
Q4. How important are online reviews in consumer decision-making?
Online reviews are crucial in the purchasing process, with 93% of consumers reading product reviews before making a purchase decision. Facebook and YouTube are the top platforms where consumers read reviews, at 40% and 32% respectively.
Q5. What type of content performs best on social media in 2025?
Video content dominates social media in 2025, with 78% of people preferring to learn about new products or services through short video content. Additionally, authentic and user-generated content tends to outperform highly produced material, with behind-the-scenes content outperforming polished assets by 79% across platforms.
