Social Media Statistics You Must Know in 2025

Social media marketing statistics in 2025 show a massive leap from just a decade ago. Roughly 5.3 billion people worldwide use social media today, up from around 2.1 billion in 2015. That means around 64% of the global population is active on platforms like Facebook, Instagram, YouTube, TikTok, LinkedIn, X (Twitter), and Pinterest. Below you’ll find key data points and trends for each platform, along with insights on ad spend, ROI, and the overall state of social media marketing.

Overall Growth (2015–2025)

• User Growth: From 2.1 billion users in 2015 to over 5.3 billion in 2025.
• Time Spent: Daily social usage rose from about 90 minutes a decade ago to 141 minutes (2.3 hours) per day, equating to around 18 hours per week.
• Ad Spend Boom: Global social media ad spending soared from $19.8 billion in 2015 to approximately $270–277 billion in 2025, a more than 14-fold jump.
• ROI Snapshot: Around 96% of marketers say social media marketing gives them positive returns, and social campaigns typically return about 250% on average.

Facebook

• Monthly Active Users (MAUs): Around 3 billion in 2025 (up from 1.4 billion in 2015).
• Growth Rate: Now hovering under 1% in some quarters, indicating it’s nearly at saturation.
• Audience Trends: Skews older than it did a decade ago, with younger demographics often flocking to newer apps.

Find more statistics at Statista

• Marketer Usage: 44% of marketers consider it their most important platform, making it key for broad reach

Instagram

• MAUs: Surged from ~400 million in 2015 to around 2 billion in 2025.
• Annual Growth: Currently among the fastest-growing major platforms, ~25% YoY in some recent reports.
• Content Focus: Short videos (Reels), shopping features, and stories.
• ROI: About 25% of marketers say Instagram delivers their highest ROI for social ads, even edging out Facebook.

YouTube

• Active User Count: Over 2.5 billion, making it one of the most-used platforms globally.
• Top Content: Long-form videos, plus Shorts (the short-video format) introduced to stay competitive.
• Marketing Benefits: Strong for both B2C (product showcases, tutorials) and B2B (webinars, thought leadership).
• Reach: Nearly universal usage across age groups – it often outperforms other platforms in watch time.

TikTok

• Global Breakout: Hit 1+ billion users in just a few years, one of the fastest adoption rates ever.
• Engagement Rate: Around 4%+, much higher than the typical 0.15–0.6% range on older platforms.
• Impact: Known for influencer-driven culture, short viral videos, and strong social commerce potential.
• Growth Rate: ~16% YoY despite regulatory scrutiny in some regions.

X (Formerly Twitter)

• MAUs: Was 300+ million for years, rebranded as X in 2023 and grew to 650 million users.
• Engagement Shifts: Some data suggests a 107% increase in user interactions, though other reports show many users left.
• Marketing Role: Still influential in news, politics, and B2B discussions, but brand sentiments are mixed due to platform changes.
• Future Outlook: Remains uncertain, though it continues to host active communities in tech and thought leadership.

LinkedIn

• Member Count: Around 900 million in 2025, doubling from 400 million in 2015.
• Growth: About 14% YoY recently.
• B2B Powerhouse: 96% of B2B marketers prefer LinkedIn for content marketing, and it generates about 80% of B2B social leads.
• Engagement Increase: Comments rose by 37% in some studies, showing deeper conversations.

Pinterest

• Monthly Active Users: Roughly 450 million in 2025, with a strong niche in visual discovery (DIY, home, fashion).
• Audience Growth: Saw a 23% usage jump in 2024, spurred by global expansion and shoppable pins.
• User Demographic: About 78% of U.S. users are female, though there’s a growing male segment.
• Commerce Focus: Popular for product discovery and “pin-to-purchase” journeys.

Ad Spend & ROI Highlights

• Global Ad Spend: Grew from $19.8 billion in 2015 to $270+ billion in 2025, showing marketers’ confidence in social ads.
• Mobile Dominance: Over 80% of social ad revenue now comes from mobile campaigns.
• ROI: Most campaigns bring about 2.5X returns, but measuring exact ROI can be challenging for 83% of marketers.
• Influencer Surge: 2025 is seeing a tipping point where influencer marketing budgets may surpass traditional social ads.

B2B vs. B2C: Key Stats

• B2B:
  • LinkedIn is the top channel: 96% of B2B marketers use it, often for long-form or thought-leadership content.
  • Lead Generation: Over 80% of B2B social leads come from LinkedIn.
  • Ad Usage: About 85% of B2B brands run paid social ads (LinkedIn, sometimes Facebook, or Twitter).
  • Focus: Whitepapers, webinars, and case studies dominate.
• B2C:
  • Facebook & Instagram top the list, with over 90% of B2C marketers using Facebook.
  • Video Preference: Short-form content on Instagram, YouTube, or TikTok to drive brand awareness and direct sales.
  • Influencers: Especially powerful in fashion, beauty, lifestyle, and consumer tech.
  • Ad Spend: B2C invests heavily in visual ads and product promotions, with Instagram often cited for strong conversions.

Trending Shifts in 2025

• Short-Form Video: TikTok, Instagram Reels, and YouTube Shorts dominate user engagement.
• Social Commerce: Almost half of social users (18–54) have discovered products on social, but only about 42% complete purchases in-app.
• Private Communities: Users seek more targeted interactions (e.g., Facebook Groups, Reddit, Discord).
• Data Privacy Changes: Platforms are adapting to stricter rules, relying on first-party data and AI-driven solutions.

Find more statistics at Statista

FAQ: Social Media Marketing Statistics

Q: How many people use social media in 2025?
A: Over 5.3 billion worldwide, equivalent to ~64% of the global population.

Q: Which platform leads in total users?
A: Facebook still ranks #1 with about 3 billion monthly users, though YouTube is close behind.

Q: Is social media marketing profitable?
A: Around 96% of marketers report positive ROI, and social ad campaigns typically produce returns of about 250% on average spending.

Q: Where is social commerce most popular?
A: Platforms like TikTok, Instagram, and Pinterest have advanced commerce features, with in-app shopping and strong influencer-driven sales.

Q: How does B2B differ from B2C?
A: B2B emphasizes LinkedIn and long-form educational content. B2C focuses on Facebook, Instagram, and TikTok for broader reach, short videos, and product-oriented campaigns.

Social media in 2025 has become a core marketing driver, seeing unprecedented user growth and ad spend that consistently yields high returns for both B2B and B2C brands. Platforms have specialized roles and audiences, and consumers increasingly seek authentic engagement, compelling short-form video, and easy ways to discover (and possibly buy) products online. Whether your brand aims to reach millions on Facebook or cultivate leads on LinkedIn, these statistics show that social media remains the powerhouse channel for connecting with today’s digital-first audience.