Between new channels and popular content formats, social media marketers need to know what’s trending. When you stay on top of social media statistics, you get the data you need to create a winning strategy. Which channels should you prioritize in your 2025 social media strategy? Which content formats should your team test? And should you consider phasing out certain channels or formats?

In this article, we’ll highlight essential social media statistics in 2025, so you have the insights you need to develop a smarter organic and paid social media marketing strategy for the coming year.

For current social media performance data, check Agorapulse Social Trends. It reveals real-time impression and engagement statistics for Facebook, Instagram, LinkedIn, and X across regions and industries.

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Social Media Statistics: Consumer Trends

1. Social media usage rates continue to grow globally

In 2025, the number of social media users worldwide is projected to be 5.42 billion. This number has grown steadily for almost a decade, increasing by 200 to 400 million users yearly.

2. Nearly 70% of people use social media worldwide

Is your team thinking about scaling back social media posting? Instead, you may want to refocus your efforts on social media, given how much of the world relies on this channel.

Around the world, social media network penetration increases every year. It’s projected to reach 69.39% in 2025 and is likely to exceed 75% by 2028.

Not sure which social channel to focus on? Facebook is often a smart bet, given its global popularity. Worldwide, Facebook has over 3 billion monthly active users as of April 2024.

YouTube comes in second with 2.5 billion monthly active users. Instagram and WhatsApp tie for third, each with 2 billion monthly active users.

TikTok and WeChat are the only other social media networks with more than a billion monthly active users. Snapchat, X, Pinterest, and Threads each fall under 1 billion.

However, that doesn’t necessarily mean you should ignore platforms with smaller user bases. Below, we’ll explore what sets each one apart to help you find the right place(s) to focus.

If your target audience resides in the U.S., you may want to adjust your strategy to include the social media apps your customers are most likely to use.

In the U.S., 85% of adults use YouTube, while just 70% use Facebook. Instagram comes in third at 50%.

However, less than 40% of American adults say they use other social networks like X, LinkedIn, TikTok, or Pinterest.

5. Time spent on social media has declined slightly

While the number of social media users is increasing, the average time each one spends across social apps is decreasing. The average person spends two hours and 19 minutes using social media daily.

This data—which is current as of Q2 2024—reflects a decrease of five seconds per day compared to Q2 2023. It’s also down from a high of two hours and 31 minutes per day in Q3 2022.

Overall, this decline is relatively minor. But it hints at an important aspect of the future of social media.

Creating memorable social media content is important to truly speak to your target audience. Brands have to work harder to break through the noise as users spend less time on social media.

6. Social media usage decreases steadily with age

If your brand aims to reach a younger demographic, you may have a little extra time to work with. People between 16 and 24 years of age spend the most time on social media.

On an average day:

  • Women in this age bracket spend two hours and 59 minutes using social media.
  • Men in this age bracket spend two hours and 38 minutes on social media apps.

In contrast, women over 65 spend 50 seconds on social media per day, while men over 65 spend 38 seconds. These gendered differences are present in each age bracket, with women spending more time on social media.

Social Media Statistics: Business and Marketing Trends

86% of marketers report using Facebook to promote brands and clients worldwide. Instagram is a close second, with 79% of marketers using the platform for business. LinkedIn takes third place with 65%.

8. B2B and B2C social media marketing channels differ significantly.

About 51% of B2C marketers report that Facebook is the most important platform for their brands or clients. Among B2B marketers, 44% report LinkedIn is the key social media channel.

9. Social media marketing budgets are slowly increasing.

In the U.S., social media budgets have remained relatively steady over the past several years. In 2025, chief marketing officers (CMOs) anticipate allocating 16% of their overall marketing budget to social media.

However, CMOs anticipate a bit of a budgeting rollercoaster later this decade. This percentage is projected to decrease to about 11% in 2026 and eventually increase to about 19% in 2029.

10. Spending on influencer marketing tops $6 billion.

If your team is considering investing more in influencer marketing, you aren’t alone. Influencer budgets have increased every year since 2017.

In 2025, total influencer marketing spend is projected to reach $6.2 billion. By 2028, this number is expected to exceed $8 billion.

How is your team approaching social advertising in 2025? Compare your paid social plan to these 2025 trends.

11. Social media advertising spend is on the rise

Paid social spending is projected to reach about $180 billion in 2025. This number is expected to continue increasing for the next several years, reaching about $260 billion by 2028.

12. Paid social revenue skews heavily toward mobile

In 2025, revenue from social ads on mobile will account for 83% of all paid social revenue. By 2026, mobile will account for 84%, leaving just 16% of revenue to desktop ads.

13. U.S.-based businesses spend the most on paid social

By 2026, American businesses will spend an anticipated $88.3 billion on social ads. This number has increased from $56.7 billion in 2021.

However, Chinese businesses are catching up and are expected to spend $84.5 billion in 2026. Between 2021 and 2026, spending by Chinese businesses will increase by a projected 13.4% compound annual growth rate (CAGR).

Interestingly, paid social spending by American and European businesses is increasing at almost the same CAGR. However, the 2021 starting point for European businesses was much lower ($25.7 billion), bringing projected 2026 spending to just $39.9 billion.

14. Younger social media users are more likely to respond to social ads

Among all generations, only Gen Z and Millennials report that social ads are a top channel for discovering new brands or products. 31% of Gen Z and 29% of Millennials report finding brands via paid social.

For Gen X and Baby Boomers, search engines, TV ads, and word-of-mouth recommendations are much more common ways to learn about new brands and products.

Facebook Statistics in 2025

15. Facebook has more than 3 billion users

As of Q4 2023, Facebook has 3.065 billion monthly active users. Meta hasn’t released more recent user data.

However, the platform is projected to exceed 3.1 billion users by 2027, which will likely allow it to maintain its position as the world’s most popular social media network.

16. India is home to the most Facebook users

India claims 378.1 million Facebook users. The U.S. is a distant second, with 193.8 million users.

Rounding out the top five are Indonesia, Brazil, Mexico, and the Philippines. Only three European countries appear in the top 20.

78% of Americans ages 30 to 49 report using Facebook. The 50 to 64 age bracket comes in second with 70%.

Just over 60% of Facebook users identify as men, while 78% identify as women.

19. Facebook owns the most followed Facebook page.

The platform’s Facebook page has 188 million followers. In second place is soccer star Cristiano Ronaldo, with 170 million Facebook followers.

Instagram Statistics in 2025

20. Instagram has reached the 2 billion mark.

As of April 2024, Instagram has 2 billion monthly active users. Meta hasn’t released more recent data.

21. India is home to the most Instagram users.

Like Facebook, India also claims the most Instagram users, with 362.9 million users as of January 2024. And once again, the U.S. is a distant second, with 169.7 Instagram users.

Brazil, Indonesia, and Turkey round out the top five. As for European countries, Germany and the UK appear in the top 10.

22. Instagram’s American user base has a relatively balanced gender makeup

About 55% of Instagram’s American users are women. Just under 54% are men.

23. Instagram’s American user base skews relatively young

Over 75% of Americans ages 18 to 29 report using Instagram. The 30 to 49 age bracket comes in second with 66%.

24. Instagram’s ad reach is increasing

Between October 2023 and October 2024, advertising reach on the social media platform increased by 3.1%. As of October 2024, total ad reach is 1.69 billion, making it a potentially strong choice for advertisers.

25. Instagram owns the most followed Instagram profile

The platform’s Instagram profile has 681 million followers. Once again, soccer star Cristiano Ronaldo takes second place with 645 million followers.

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LinkedIn Statistics in 2025

26. LinkedIn has reached the 1 billion mark

As of Q4 2024, LinkedIn has more than 1 billion members across 200 countries and territories. Four in five drive business decisions, and 180 million are senior-level influencers.

About 20%—or 180 million—are senior-level influencers. About 63 million are decision-makers, while 10 million are C-level executives, according to LinkedIn.

27. LinkedIn is designed for B2B marketing and networking

The platform hosts over 67 million company pages. Members make over 13,000 connections every minute, and 9,000 candidates apply for jobs every minute.

28. Ad reach on LinkedIn is powerful

Advertisers who use LinkedIn can reach up to 20% of adults worldwide.

29. Video content is the fastest-growing format on LinkedIn

LinkedIn introduced a short-form vertical video feed in 2024, driving a 36% increase in video viewership year over year. Quarter over quarter, weekly immersive video views increased six times.

Pinterest Statistics in 2025

30. Pinterest has reached the 500 million mark

As of Q3 2024, Pinterest has 537 million monthly active users.

31. The U.S. is the largest market for Pinterest

The U.S. claims 89.9 million Pinterest users. Brazil comes in second with 38.9 million users. Mexico is third with 24.7 million users.

The social network reaches 46% of people ages 18 to 24. Yet it’s also popular among other age brackets. Pinterest reaches 40% of people ages 25 to 34 and 39% of people ages 35 to 44.

33. Pinterest’s user base skews female

Worldwide, 70% of Pinterest users are women, while 30% are men.

34. High-income shoppers use Pinterest

In the U.S., Pinterest reaches 40% of households with an annual income exceeding $150,000.

35. Pinterest users are open to inspiration

Nearly 100% of top searches on Pinterest are unbranded, and 80% of regular users report feeling inspired as they use the platform to shop.

Snapchat Statistics in 2025

36. Snapchat has reached the 850 million mark

As of Q2 2024, Snapchat has over 850 million active monthly users. More than half (432 million) were daily active users.

37. India has the most Snapchat users

Like many social networks, India claims the most Snapchat users, with 202.5 million. The U.S. is a distant second with 106.7 million users, while Pakistan takes third place with 31.93 million users.

38. Snapchat has a balanced user base

In the U.S., 31% of women report using Snapchat, while 23% of men use it.

In the U.S., 65% of people ages 18 to 29 report using Snapchat. However, only 4% of people over 65 use it.

Threads Statistics in 2025

40. Threads has reached the 300 million mark.

Threads has 300 million monthly active users and 100 million daily active users. While these numbers make it the smallest social media network on this list, it’s also the newest. Threads launched in July 2023.

41. Neymar has the most Threads followers.

The Brazilian soccer star has 19 million followers on Threads. Singer Selena Gomez takes second place with 17.6 million followers.

42. India has the most Threads users

Globally, India is home to the largest number of Threads users. Many are power users, as they’re more likely to tag other users or upload media to their posts.

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TikTok Statistics in 2025

43. TikTok has passed the 2 billion mark

As of 2024, TikTok has more than 2 billion monthly active users. By 2029, it’s projected to reach 2.35 billion users.

Indonesia claims the most TikTok users, with 157.6 million. The U.S. comes in second with 120.5 million users, while Brazil takes third with 105.3 million.

45. TikTok has a balanced gender distribution

Worldwide, 45.2% of TikTok users are women, while men make up 54.8% of the user base.

46. TikTok users skew younger

In the U.S., 59% of people ages 18 to 29 report using TikTok. About 40% of people ages 30 to 49 use TikTok, while just 26% of people ages 50 to 64 and 10% of people over 65 use the social media app.

47. Users spend the most time on TikTok

Over the course of an average month, TikTok users spent 34 hours and 15 minutes using the Android app. This monthly usage is about double what users spend with either Facebook or Instagram.

The social media personality has 162.5 million followers and has collected 2.5 billion likes. In second place is dancer Charli D’Amelio with 155.7 million followers.

X Statistics in 2025

49. X remains one of the smallest social networks

In 2025, it’s projected to have about 400 million users. This number is expected to increase slowly over the next few years, eventually exceeding 500 million users in 2028.

50. The U.S. is home to the most X users

The U.S. claims the most X users, with 106.2 million. Japan is a distant second with 69.3 million users, while India is a distant third with 25.5 million users.

51. X has a relatively imbalanced gender distribution

In the U.S., 63.1% of users are men, while just 36.9% of users are women.

52. Elon Musk has the most Twitter followers

Platform owner Elon Musk has 205 million X followers. In second place is former U.S. president Barack Obama, with 131 million followers. Soccer star Cristiano Ronaldo is in third place with 113.8 million followers.

YouTube Statistics in 2025

53. YouTube has reached the 2.5 billion mark

As of Q2 2024, YouTube has over 2.5 billion monthly active users.

54. YouTube has high usage rates

Over the course of a typical month, users spend 29 hours and 21 minutes in the YouTube Android app. This usage level is second only to TikTok.

55. A large number of YouTube users check the app daily

In an average month, 63.8% of users opened the YouTube Android app daily.

56. Almost all of the age brackets use YouTube

In the U.S., 94% of people ages 30 to 49 and 93% of people ages 18 to 29 report using YouTube. It’s also popular among people ages 50 to 64, with 86% of people using YouTube.

57. In many regions, YouTube has almost 100% penetration

It’s most visible in the UAE and Israel, where it reaches 94.1% and 93.2% of the population, respectively.

58. The number of paid YouTube users continues to climb

As of Q1 2024, YouTube has 100 million YouTube Music and YouTube Premium subscribers. This number has increased steadily from 30 million in Q4 2020.

Mr. Beast has 338 million subscribers, placing the channel far ahead of the next most popular channel, T-Series.

Wrapping Up Our Roundup of Social Media Statistics in 2025

From new networks to emerging formats, the social media landscape continues to change quarter over quarter and year over year. When you focus on the right social media statistics in 2025, you can concentrate on the social media trends that impact your audience, brand, and clients—so you can craft a winning strategy.

When you want more granular performance data, check Agorapulse Social Trends. This free tool tracks global impression and engagement data for Facebook, Instagram, LinkedIn, and X, offering a reliable resource to cross-check your own social media performance.

Social Media Statistics to Guide You in 2025