250+ Social Media Statistics Marketers Can't Ignore in 2025

2024 was a rollercoaster of change, and honestly, keeping up with it all was no easy feat! Twitter made the bold leap to X, TikTok’s future is still hanging in the balance, and platforms like Bluesky and Threads jumped into the ring, each hoping to claim the spotlight. 

But despite all the shake-ups, one thing remains unchanged: the craze for social media. In this blog, we’re breaking down how social media has grown over the past year and highlighting the biggest trends that defined it.

We’ve sifted through trusted sources to bring you the must-know stats that are shaping up the future of social media. Ready to dive in? Let’s go!

General Social Media Statistics

1. Approximately 5.22 billion people use social media, accounting for 63.8% of the global population.

2. Users spend an average of 2 hours and 19 minutes per day on social media. 

3. There was an increase of 259 million social media users compared to the previous year, indicating a 5.4% annual growth rate. 

4. Over 90% of social media users access platforms via mobile devices.

5. More than half of social media users engage with platforms daily.

6. Over 70% of businesses utilize social media for marketing purposes.

7. Global social media advertising spending is projected to reach $200 billion in 2025.

8. The influencer marketing industry is estimated to be worth $15 billion.

9. Video content accounts for over 80% of all internet traffic.

10. Social commerce sales are expected to surpass $600 billion in 2025.

11. The majority of social media users are between ages 18 and 34.

12. Users maintain an average of 8 social media accounts.

13. Over 60% of users express concerns about data privacy on social platforms.

14. More than 50% of consumers prefer social media for customer service inquiries.

15. Over 40% of internet users use social media for product research.

16. Live streaming is utilized by 1 in 5 social media users.

17. Stories and similar short-lived content formats are consumed by over 500 million users daily.

18. Over 1 billion people use AR features on social media platforms.

19. Messaging apps have surpassed social networks in user numbers, with over 3 billion users.

20. Brands that utilize user-generated content see a 20% increase in engagement.

21. Over 50% of brands use social listening tools to monitor online conversations.

22. Companies with active employee advocacy programs experience a 30% increase in reach.

23. Over 70% of marketers report that algorithm changes have impacted their social media strategies.

24. More than 80% of marketers use paid social media advertising.

25. Only 25% of users trust social media platforms with their personal data.

    
    

Instagram

Instagram surged with over 2.11 billion monthly active users, driven by a boom in Reels usage, which now accounts for 45% of total engagement time.

The platform also embraced shopping and augmented reality, with over 500 million users engaging with AR features monthly. Instagram remains the go-to platform for influencer marketing, with more than 67% of campaigns taking place here.

Usage Statistics

26. Instagram has 2.11 billion monthly active users (MAUs). 

27. 500 million accounts use Instagram Stories daily.

28. Reels usage has increased by over 20% year-over-year.

29. Instagram ads reach 1.4 billion users monthly.

30. The engagement rate is 1.22% across all post types.

31. Users aged 18-34 represent over 60% of the platform.

32. Video posts see 49% more engagement than photos.

33. 79% of marketers say Instagram is a must-have channel for their influencer campaigns.

34. Over 130 million users click on shopping posts every month.

35. Posts with at least one hashtag receive 12.6% more engagement.

36. 98% of users access Instagram via mobile devices.

37. Business accounts see a 15-25% swipe-up rate in Stories ads.

38. Over 25 million businesses are active on Instagram.

39. Instagram's user base grows by approximately 5% annually.

40. Instagram's official account has over 700 million followers.

41. Users spend an average of 30 minutes per day on Instagram.

42. 25% of Instagram ads are focused on shopping.

43. 33% of the most viewed stories are from businesses.

44. Posts with geotags see 79% higher engagement.

45. 80% of users follow at least one business.

46. 90% of Instagram's user base interacts with Reels.

47. Instagram is most popular in India, followed by the U.S. and Brazil.

48. Over 500 million users engage with AR filters monthly.

49. Over 50% of posts include a hashtag, with #love being the most popular.

50. 70% of users say they search for brands on Instagram.

    
    

Trends & Insights

51. Reels account for 45% of total engagement time on Instagram.

52. 40% of influencers offer exclusive content through paid subscriptions.

53. Over 60% of creators use Instagram's AI-driven video and photo editing tools.

54. 75% of users interact with augmented reality (AR) shopping features.

55. Instagram enables NFT displays, with over 5 million NFTs listed by users.

56. Instagram Shopping contributes $40 billion to global e-commerce sales.

57. Regional trends dominate 50% of the Explore page content.

58. Brands that collaborate with influencers on Reels see a 30% ROI boost.

59. Mindful scrolling reminders reduce average daily usage by 10 minutes per user.

60. Personalized hashtags and post suggestions increase post reach by 25%.

    
    

LinkedIn 

LinkedIn continued its reign as the professional networking hub, with over 1 billion users. It saw a rise in engagement with features like LinkedIn Events and employee advocacy, driving higher interaction rates.

AI integration in recruitment, content performance tracking, and personalized career development tools took the user experience to the next level.

Usage Statistics

61. LinkedIn has registered over 1.15 billion users globally.

62. LinkedIn has 310 million active users. 

63. Over 60 million job listings are live at any time.

64. 45% of LinkedIn users are in upper management roles.

65. 87% of recruiters use LinkedIn as their primary hiring tool.

66. LinkedIn Learning has over 20 million active learners monthly.

67. 57% of traffic comes from mobile devices.

68. 98% of B2B marketers use LinkedIn for content distribution.

69. Over 120,000 posts are shared every minute.

70. Users spend an average of 7 minutes and 42 seconds per session.

71. Video posts see 20x more shares than other formats.

72. Sponsored InMail has a 52% open rate.

73. 85% of users say LinkedIn helps them build their professional brand.

74. Over 67 million companies have a LinkedIn presence.

75. LinkedIn generated $14 billion in ad revenue in 2024.

76. 90% of users say LinkedIn helps them network professionally.

77. LinkedIn is most popular in the U.S., India, and China.

78. Content shared by employees sees a 2x higher engagement rate.

79. LinkedIn Events saw a 40% increase in adoption in 2024.

80. Long-form articles receive 7x more views than short posts.

81. Over 80% of profiles have at least five skills listed.

82. 50% of users switch jobs after LinkedIn job applications.

83. Over 100 million users engage with LinkedIn Groups monthly.

84. Posts with images receive 2x more engagement.

85. LinkedIn's mentorship feature is used by over 10 million users.

    
    

Trends & Insights

86. Over 50% of recruiters use AI tools integrated into LinkedIn to screen candidates.

87. LinkedIn users are 3x more likely to engage with content featuring a CEO or founder, highlighting leadership visibility.

88. Webinars hosted on LinkedIn see a 20% higher attendance rate.

89. Content published by creators' accounts on LinkedIn sees 30% more engagement, emphasizing the value of creator-driven content. 

90. Video content on LinkedIn receives 5 times more engagement than static content, emphasizing the platform's shift towards dynamic media.

91. The gig economy on LinkedIn has grown by 45%.

92. Surveys show that 80% of employees prefer hybrid work models.

93. Approximately 30% of a company's LinkedIn post engagement is driven by its employees, underscoring the impact of employee-generated content. 

94. AI matches job seekers to relevant roles with 95% accuracy.

95. 70% of LinkedIn users engage with content shared by companies, emphasizing the platform's importance for brand visibility.

    
    

Twitter (X)

Twitter rebranded as X in 2024 and saw a rise in engagement with 600 million monthly active users. The platform became more interactive, introducing new features like direct crypto tipping and video streaming on Spaces. 

Breaking news still dominates, with over 70% of global breaking news first appearing on X, solidifying its place as the go-to for real-time updates.

Usage Statistics

96. Twitter/X has reached 600 million Monthly Active Users (MAUs) globally.

97. Twitter/X has 240 million Daily Active Users (DAUs).

98. Over 500 million tweets are posted daily.

99. Users spend 11 minutes per session.

100. Twitter/X generated $7 billion in ad revenue in 2024.

101. Over 20 million users subscribe to Twitter Blue.

102. News-related content is the most consumed.

103. Video tweets see 10x more engagement than text-only posts.

104. Retweets account for 20% of total platform interactions.

105. Twitter is most popular in the U.S., Japan, and India.

106. The hashtag #BreakingNews was the most used in 2024.

107. 40% of users are aged 25-34.

108. 20% of influencer campaigns include Twitter/X.

109. 85% of tweets use fewer than 280 characters.

110. Over 1 million trending topics emerge daily.

111. 30% of users engage with brands on Twitter/X.

112. Polls see an average participation rate of 45%.

113. Twitter/X Spaces hosts over 10 million live sessions monthly.

114. Over 500,000 verified accounts are active.

115. 60% of political discussions happen on Twitter/X.

116. 90% of spam content is flagged by AI systems.

117. Twitter ads average a 0.5% CTR.

118. Tweets with links generate 45% more engagement.

119. Over 60% of brands use Twitter for customer service.

120. 70% of tweets analyzed are positive or neutral.

     
     

Trends & Insights

121. Twitter Spaces now supports video streaming and interactive Q&A sessions.

122. Tweets can be summarized using generative AI for quicker consumption.

123. Twitter/X allows direct crypto payments for tipping and subscriptions.

124. Over 70% of breaking news first appears on Twitter.

125. Companies now have detailed verification options, boosting brand trust.

126. AI systems handle 95% of abusive content, reducing manual moderation.

127. Twitter Circles and Communities have doubled in active participation.

128. Writers can post articles and newsletters directly on Twitter/X.

129. Advanced polls now support images, videos, and multiple-choice questions.

130. Twitter/X remains the top platform for government announcements globally.

     
     

TikTok

TikTok's user base soared to 1.8 billion monthly active users, with the platform’s short-form video format continuing to capture the audience’s attention. 

Over 80% of users engage with AR filters, and TikTok Shop drove over $20 billion in global sales. TikTok's AI-powered algorithm personalized content delivery even further, making it a top choice for both creators and brands.

Usage Statistics

131. TikTok has 1.8 billion Monthly Active Users (MAUs) globally.

132. TikTok has 1.2 billion Daily Active Users(DAUs).

133. Users spend an average of 95 minutes daily on TikTok.

134. 60% of TikTok users are aged 16-24.

135. The average engagement rate is 5.96%, the highest among social platforms.

136. TikTok is available in over 150 countries and 75 languages.

137. Over 50% of users participate in hashtag challenges.

138. More than 5 million active creators globally.

139. TikTok generated over $18 billion in in-app purchases in 2024.

140. TikTok ads have a potential reach of over 1.5 billion users.

141. Dance and comedy videos dominate, followed by DIY and educational content.

142. TikTok Shop has driven $20 billion in global sales.

143. Over 70% of videos are under 1 minute, but longer formats are growing.

144. The hashtag #fyp (For You Page) has over 10 trillion views.

145. TikTok LIVE attracts over 150 million daily viewers.

146. Over 80% of users engage with AR effects or filters.

147. TikTok is directly responsible for 30% of trending songs globally.

148. TikTok ads outperform other platforms with a 6% CTR.

149. Over 40% of brands use TikTok for influencer campaigns.

150. TikTok has a 90% satisfaction rate among Gen Z users.

151. 70% of users discover new brands on TikTok.

152. User-generated content uploads have increased by 45%.

153. TikTok uses AI for personalized content delivery, driving over 95% of watch time.

154. Over 3 billion videos are watched daily.

155. TikTok’s presence in educational content and tutorials has grown by 30%.

     
     

Trends & Insights

156. TikTok's recommendation algorithm has integrated generative AI, offering highly personalized content suggestions.

157. Tutorials and how-to videos now account for 15% of total content.

158. TikTok has introduced in-app gaming features, with over 10 million daily players.

159. Over 30% of businesses use TikTok for B2B campaigns, a 40% increase from last year.

160. Country-specific trends now dominate 50% of the For You Page.

161. Fitness challenges and health tips are the fastest-growing niches.

162. TikTok users have initiated over 100 million posts on eco-friendly practices.

163. Over 20% of creators earn $10,000+ annually from TikTok alone.

164. AI-powered voice effects are used in over 30% of videos.

165. Brands using TikTok’s Branded Content have seen a 30% boost in ROI.

     
     

Snapchat

Snapchat remained a dominant player in 2024, boasting 850 million monthly active users, with a huge 75% of them engaging with AR features daily. 

The platform’s Spotlight saw over 350 million daily views, while its new AR translation lenses supported over 50 languages. Snapchat's focus on exclusive content, family-friendly features, and virtual product try-ons through AR made it an essential app for Gen Z and younger millennials.

Usage Statistics

166. Snapchat has 850 million Monthly Active Users (MAUs).

167. Snapchat boasts 443 million Daily Active Users (DAUs).

168. Users spend 30 minutes daily on Snapchat.

169. More than 2.4 million snaps are sent every minute, totaling over 3.4 billion snaps daily.

170. 75% of users engage with AR features daily.

171. Snapchat's third quarter revenue increased 15% year-over-year to $1,373 million in 2024.

172. 60% of users are aged 13-24.

173. Snapchat+ reached 12 million subscribers in Q3, more than doubling year-over-year.

174. Spotlight videos receive over 350 million daily views.

175. Over 1 billion geofilters are used monthly.

176. Snapchat ads drive $10 billion in direct sales.

177. Over 300 million users use Snap Map monthly.

178. Over 100 million users engage with AR shopping experiences.

179. Stories are viewed by 60% of DAUs daily.

180. The average user has 150 friends on Snapchat.

181. Over 1 million creators are monetized on Spotlight.

182. Snap Ads have a 3x higher swipe-up rate than the industry average.

183. 55% of users are female.

184. 70% of users are more likely to purchase after engaging with a branded lens.

185. Snapchat has generated $1 billion from filters and lenses.

186. 85% of users return daily.

187. Snapchat has a 71% usage rate among U.S. teens, behind Instagram's 87%.

188. Snapchat is most popular in the U.S., India, and France.

189. Over 40% of snaps contain video.

190. Major global events see a 50% increase in Snapchat engagement.

     
     

Trends & Insights

191. Augmented reality for virtual product try-ons has increased by 60%, particularly in fashion and beauty.

192. Snapchat's exclusive shows attract over 50 million viewers monthly.

193. New voice-controlled AR filters allow hands-free interaction.

194. Snapchat users spend $1 billion annually through in-app purchases.

195. Over 225 million Snapchatters engaged with more than 25 custom Olympic-related AR experiences globally during the Paris 2024 Games.

196. Snapchat's games have over 30 million active players.

197. Custom filters for events like concerts and festivals are used by 40% of attendees.

198. Snapchat’s family-focused features are used by 25% of its audience.

199. New AR translation lenses support over 50 languages.

200. Over 20 million users engage with mental health support content monthly.

     
     

Facebook

Facebook remained the world's most-used social media platform with 3 billion monthly active users. In 2024, Facebook Marketplace saw $55 billion in transactions, while Facebook Ads reached over 2 billion users. 

The platform's push into the metaverse and augmented reality features enhanced its appeal, and Facebook’s video content, especially in the form of Stories and Live broadcasts, continued to drive user engagement. 

With over 200 million businesses active on the platform, Facebook remains essential for social commerce.

Usage Statistics

201. Facebook has 3 billion Monthly Active Users (MAUs) worldwide. 

202. Facebook has over 2 billion Daily Active Users (DAUs).

203. Facebook users spend approximately 34 minutes per day on the platform. 

204. Facebook's ad revenue is projected to reach $85 billion in 2025.

205. Over 200 million businesses have a presence on Facebook.

206. More than 1.8 billion people use Facebook Groups monthly.

207. Over 1 billion users access Facebook Marketplace.

208. Over 100 million live broadcasts occur daily.

209. Over 500 million users engage with Facebook Stories daily.

210. Video posts receive 59% more engagement than other post types.

211. 94% of Facebook's ad revenue comes from mobile.

212. The largest user group is aged 25-34, accounting for 26% of users.

213. Users are 56% male and 44% female.

214. Facebook ads have a potential reach of 2.14 billion users.

215. The average CTR for Facebook ads is 0.9%.

216. The average CPC is $0.35.

217. The average engagement rate for posts is 3.6%.

218. Over 70% of marketers use Facebook to acquire new customers.

219. Over 700 million people use Facebook Events monthly.

220. Users collectively watch over 100 million hours of video daily.

221. Ad impressions increased by 37% year-over-year.

222. Facebook's revenue grew by 22% compared to the previous year.

223. Over 80 million businesses utilize Facebook Shops.

224. Over 40% of businesses use Facebook Messenger chatbots.

225. Political ad spending on Facebook exceeded $1.5 billion in the last U.S. election cycle.

     
     

Trends & Insights

226. Facebook Reels sees 400 million daily active users globally.

227. Facebook Marketplace generates $55 billion in transactions annually.

228. 25% of Facebook’s user base accesses metaverse-related features.

229. 98% of flagged harmful content is removed within minutes using AI.

230. Local and niche groups account for 60% of active user interactions.

231. Facebook Live sees a 25% year-over-year growth in usage.

232. 80% of Stories include augmented reality effects or filters.

233. Facebook Events drives participation in over 500 million events annually.

234. 200 million small businesses actively use Facebook to promote products.

235. Improved ad targeting algorithms increase advertiser ROI by 35%.

     
     

YouTube

YouTube continued to dominate as the world's second-largest search engine, with 2.6 billion monthly active users and 1 billion hours of video watched every day. 

The rise of YouTube Shorts brought a 25% increase in retention for creators, while live shopping content contributed a significant $6 billion in global sales. 

YouTube’s investment in VR-compatible content and AI-generated thumbnails further boosted engagement, making it a powerhouse for both creators and advertisers.

Usage Statistics

236. YouTube has over 2.6 billion Monthly Active Users (MAUs).

237. Users collectively watch over 1 billion hours of video daily.

238. The average session duration is 40 minutes per user session.

239. 70% of watch time comes from mobile devices.

240. Over 500 hours of content are uploaded every minute.

241. YouTube generated $34.6 billion in ad revenue last year.

242. Over 80 million people use YouTube Premium.

243. 77% of U.S. internet users aged 15-35 are on YouTube.

244. Music videos account for the majority of views.

245. YouTube is the second-largest platform for live streaming after Twitch.

246. Over 50 billion daily views on Shorts content.

247. Videos with a length of 7-15 minutes have the highest engagement.

248. Over 50 million YouTube channels exist.

249. Live streamers earn over $100 million annually through Super Chats.

250. 70% of watch time is driven by the recommendation algorithm.

251. YouTube operates in over 100 countries and 80 languages.

252. 70% of users access YouTube to learn something new.

253. Over 35 million monthly active users on the YouTube Kids app.

254. India has the highest number of YouTube users, followed by the U.S.

255. Over 2 million creators earn money on YouTube.

256. 95% of U.S. teens use YouTube.

257. Paid channel memberships have increased by 25%.

258. YouTube is the second-largest search engine globally.

259. The average CTR for YouTube ads is 0.65%.

260. Channels that use YouTube Shorts experience a 25% increase in retention.

     
     

Trends & Insights

261. YouTube Shorts generate 15% of creator revenue.

262. 20% of top-performing videos feature interactive elements like polls or chapters.

263. 70% of videos now feature auto-generated multilingual subtitles.

264. Live shopping content drives $6 billion in annual sales globally.

265. Over 3.5 million creators earn $1,000+ monthly through YouTube monetization programs.

266. VR-compatible content has grown by 35%, especially in gaming and travel.

267. YouTube podcasts account for 10% of the platform’s total watch time.

268. AI-generated thumbnails improve click-through rates by 15%.

269. Channel memberships have grown by 20%, offering exclusive perks.

270. YouTube surpassed Twitch, capturing 60% of gaming livestream watch time.

Conclusion

Social media didn’t slow down for a second with Twitter rebranding to X, TikTok flexing its algorithm, and Instagram diving deep into the world of Reels. Whether you’re adjusting to new platforms or experimenting with fresh features, one thing’s for sure: social media is always on the move, and keeping up with it is a full-time job. 

But here’s the silver lining—knowing the stats, trends, and the hard data behind it all is your key to thriving in 2025. The great news? You don’t have to guess your way through the noise. 

Social media analytics are here to give you the insight you need to make smarter, data-driven decisions. And Measure Studio is here to help you with that precisely by taking the stress out of tracking your success.

It’s the perfect tool for assessing your social media performance, analyzing your audience, and optimizing your strategy. Try Measure Studio today—it’s time to turn those numbers into wins.

References

• https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/

• https://www.hootsuite.com/research/social-trends

• https://datareportal.com/reports/digital-2024-global-overview-report

• https://wearesocial.com/us/blog/2024/01/digital-2024/

• https://about.instagram.com/blog

• https://www.businessofapps.com/data/instagram-statistics/

• https://blog.hootsuite.com/instagram-statistics/

• https://sproutsocial.com/insights/instagram-stats/

• https://about.instagram.com/blog

• https://news.linkedin.com/

• https://thesocialshepherd.com/blog/linkedin-statistics

• https://www.omnicoreagency.com/linkedin-statistics/

• https://www.socialmediatoday.com/news/x-formerly-twitter-key-discussion-trends-2024/736249/

• https://influencermarketinghub.com/tiktok-stats/

• ​​https://blog.hootsuite.com/tiktok-stats/

• https://blog.youtube/

Frequently Asked Questions

What is the current global social media user base?

Approximately 5.22 billion people use social media, accounting for 63.8% of the global population.

How much time do users spend on social media daily?

Which age group is the most active on social media?

What percentage of businesses use social media for marketing? 

How popular is mobile access for social media?