Social media, with 5.22 billion users play a major role in the digital landscape today.
Users spend 2 hours and 23 minutes every day on the platform, and platforms like Instagram, Facebook, and TikTok have high engagement rates worldwide.
This has led businesses and brands to rely on social media platforms to connect with their audience, increase brand awareness sales, and generate more leads.
Let’s go through the latest facts and figures about social media usage, marketing, and advertisement in this article.
Social Media Marketing Statistics 2025 (Top Picks)
- There are 5.22 billion social media users worldwide.
- Facebook is the world’s most-used social media, with 3.07 billion.
- 77% of marketers retarget Facebook/Instagram advertising as a marketing strategy.
- Using social media, 77% of businesses reach their audience base.
- $68.92 billion in retail social commerce sales generated in the United States as of 2023.
- Short-form video content on social media is 2.5 times more engaging than any other content.
- 71% of businesses plan to create more videos for social media marketing.
- 33% of marketers say Instagram offers all social media platforms the highest ROI.
Discover the earnings of influencers with our detailed insights.
Social Media Usage Statistics
- 5.22 million people worldwide use social media and the number is projected to reach 5.42 billion by 2025.
| Year | The Number Of Social Media Users |
|---|---|
| 2017 | 2.73 billion |
| 2018 | 3.1 billion |
| 2019 | 3.51 billion |
| 2020 | 3.9 billion |
| 2021 | 4.26 billion |
| 2022 | 4.59 billion |
| 2023 | 4.89 billion |
| 2024 | 5.22 billion |
| 2025* | 5.42 billion |
| 2026* | 5.64 billion |
| 2027* | 5.85 billion |
- 1.07 billion people in China use social media, and this number is anticipated to reach 1.27 billion in 2029.
This places China as the country with the largest number of social media users globally, followed by India in second place.
A table shows the top countries with the most social media users worldwide.
| Top Country | The Number Of Social Media Users |
|---|---|
| China | 1,069.93 million |
| India | 862.08 million |
| The United States | 308.27 million |
| Indonesia | 228.76 million |
| Brazil | 171.17 million |
| Russia | 118.57 million |
| Japan | 105.81 million |
| Mexico | 103.74 million |
| Philippines | 86.24 million |
| Vietnam | 74.65 million |
- On average, a user spends 2 hours and 23 minutes on the social media platforms.
- The average time spent on social media is 2 hours and 31 minutes.
Below is a table that displays the total time spent on social media from 2013 to 2024.
| Year | Time Spent On Social Media |
|---|---|
| 2013 | 1 hour and 37 minutes |
| 2014 | 1 hour and 44 minutes |
| 2015 | 1 hour and 52 minutes |
| 2016 | 2 hours and 8 minutes |
| 2017 | 2 hours and 15 minutes |
| 2018 | 2 hours and 22 minutes |
| 2019 | 2 hours and 25 minutes |
| 2020 | 2 hours and 25 minutes |
| 2021 | 2 hours and 28 minutes |
| 2022 | 2 hours and 31 minutes |
| 2023 | 2 hours and 23 minutes |
| 2024 | 2 hours and 20 minutes |
- Facebook is the world’s most-used social media, with 3.07 billion users.
YouTube comes in second place, with 2.5 billion users, followed by WhatsApp and Instagram, which have 2 billion users each.
This table shows the users of the top social media platforms.
| Social Media Platform | The Number Of Users |
|---|---|
| 3,065 million | |
| YouTube | 2,504 million |
| 2,000 million | |
| 2,000 million | |
| TikTok | 1,582 million |
| 1,343 million | |
| Facebook Messenger | 1,010 million |
| Telegram | 900 million |
| Snapchat | 800 million |
| Douyin | 755 million |
| Kuaishou | 700 million |
| Twitter/X | 611 million |
| 598 million |
- Social Media users spend the most time on TikTok, with 23 hours and 28 minutes per month.
TikTok is the social media platform where users spend the most time monthly.
Following TikTok are YouTube, Facebook, and WhatsApp, with 23 hours and 9 minutes, 19 hours and 43 minutes, and 17 hours and 20 minutes, respectively.
The following table shows the monthly time spent on various social media platforms.
| Social Media Platforms | Monthly Time Spent |
|---|---|
| YouTube | 23 hours and 9 minutes |
| 19 hours and 43 minutes | |
| 17 hours 20 minutes | |
| 12 hours | |
| TikTok | 23 hours and 28 minutes |
| Facebook Messanger | 3 hours and 7 minutes |
| Telegram | 3 hours and 57 minutes |
| 5 hours and 28 minutes | |
| Line | 10 hours and 59 minutes |
| Snapchat | 3 hours and 10 minutes |
Source: Forbes, Sprout Social, True List, Statista, Target Internet, Data Reportal.
Social Media Advertising Statistics
As social media continues to grow in popularity, businesses worldwide are investing billions in social media advertising to reap its benefits.
Below, I have compiled some essential statistics on social media advertising. Let’s take a look.
- Globally, ad spending on social media advertising has reached $227.2 billion.
In the United States, the projected spending on social media advertising is expected to reach $72.33 billion by the end of 2023.
As the use of social media platforms continues to grow, companies are increasing their investment in social media ads, and this trend is expected to continue in the future.
This is reflected in the projected social media advertising spending of $85.31 billion in the United States by 2027, with a compound annual growth rate of 4.21% from 2023 to 2027.
- It is projected that $248.9 billion of the total ad spending on social media will be generated through mobile ads worldwide.
Every year from 2017 to 2023, most social media ad spending was spent on mobile advertising, which will be the same in the future.
According to Statista, by the end of 2026, $300.8 billion will be spent on mobile social media advertising and only $57.12 billion on desktop advertising.
A table shows total social media ad spending globally from 2017 to 2026 by device.
| Year | Mobile Ad Spending | Desktop Ad Spending |
|---|---|---|
| 2017 | $35.92 billion | $15.4 billion |
| 2018 | $54.21 billion | $19.62 billion |
| 2019 | $73.84 billion | $22.23 billion |
| 2020 | $103.4 billion | $27.01 billion |
| 2021 | $145.8 billion | $35.39 billion |
| 2022 | $186.5 billion | $43.06 billion |
| 2023 | $220.5 billion | $49.18 billion |
| 2024* | $248.9 billion | $54.1 billion |
| 2025* | $275.8 billion | $56.01 billion |
| 2026* | $300.8 billion | $57.12 billion |
*Expected
- In the United States, social media ad spending was $80,670 million in 2022.
In 2022, the United States dominated social media advertising spending, with marketers investing $80,670 million in ads.
According to Statista, China trailed behind the United States in social media ad spending, with $80,550 million.
The United Kingdom and Japan followed, with $12,160 and $8,913, respectively.
Here are the top markets worldwide in terms of social media advertising spending.
| Top Market | Social Media Advertising Spending |
|---|---|
| The United States | $80,670 million |
| China | $80,550 million |
| The United Kingdom | $12,160 million |
| Japan | $8,913 million |
| Germany | $4,482 million |
| Canada | $3,993 million |
| Australia | $3,782 million |
| France | $3,292 million |
| South Korea | $2,982 million |
| Italy | $2,283 million |
| Brazil | $1,944 million |
| Spain | $1,918 million |
| Mexico | $1,876 million |
| Netherlands | $1,243 million |
| Sweden | $1,100 million |
| India | $1,099 million |
| Indonesia | $1,057 million |
| Russia | $904.8 million |
| Thailand | $637.3 million |
| Norway | $592.8 million |
- 77% of marketers retarget Facebook/Instagram advertising as a marketing strategy.
As a part of their marketing strategy, more than 7 out of 10 marketers plan for Facebook/Instagram advertising.
Also, 69% of marketers retarget Google advertising, while 55% retarget email marketing.
A table shows the retargeting use in marketing strategies of marketers.
| Marketing Strategies | Share Of Respondents |
|---|---|
| Facebook/Instagram Advertising | 77% |
| Google Advertising | 69% |
| 55% | |
| Twitter Advertising | 44% |
| LinkedIn Advertising | 35% |
| Lead Generation | 31% |
| Other Paid Advertising Channels | 28% |
| SEO | 24% |
| ABM | 9% |
- The average Click-Through-Rate of social media ads was 1.21%.
According to Forbes, the average click-through rate (CTR) for all social media platforms was 1.21%, slightly lower than the previous year’s CTR of 1.3%.
The minor decline in CTR emphasizes the importance of developing engaging social media ad campaigns to increase engagement and conversion rates.
- Using social media, 77% of businesses reach their audience base.
Businesses often adopt new technology, so it is no surprise that in today’s digital business, 77% of small businesses use social media to connect with their audiences.
Additionally, 44% of companies use it to build brand awareness, and many small businesses (41%) rely on social media to generate revenue.
- 90% of social media users follow at least one brand on social media.
These days, social media is ubiquitous. This is evidenced by 90% of social media users following at least one brand on it. These statistics illustrate a shift in consumer behavior towards a more direct and engaged relationship with brands.
It also indicates that having a strong social media presence is essential for brands looking to establish and maintain brand loyalty.
- 76% of social media users bought products they saw on social media.
The purchase process can differ among customers who bought products they saw on social media, with 11% buying immediately, 44% postponing their online purchase later, and 21% buying in-store.
However, it is notable that 76% of users have purchased being influenced by a brand’s social media post, indicating the significant impact of social media on the retail industry.
Source: Sprout Social, Forbes, Data Reportal, Statista.
Social Media Sales Statistics
Many businesses are generating rapid sales through social media platforms, demonstrating that social media is an essential source of revenue.
In this section, we will provide essential statistics on social media sales.
- $68.92 billion in retail social commerce sales generated in the United States as of 2023.
The sales figures for retail social commerce are rapidly increasing year by year. From 2019 to 2023, retail social commerce sales in the United States increased by almost $50 billion in just four years.
In 2022, retail social commerce generated $53.10 billion in sales, $13.59 billion more than in 2021.
Industry experts predict that by the end of 2025, retail social commerce sales will reach $107.17 billion.
Please refer to the table below for a breakdown of retail social commerce sales from 2019 to 2025.
| Year | Retail Social Commerce Sales |
|---|---|
| 2019 | $19.42 billion |
| 2020 | $26.97 billion |
| 2021 | $39.51 billion |
| 2022 | $53.10 billion |
| 2023 | $68.92 billion |
| 2024* | $86.70 billion |
| 2025* | $107.17 billion |
*Projected
- There are 107.6 million social buyers in the United States as of 2023.
Many people purchase products and services through social media platforms. According to eMarketers, as of 2023, there will be 107.6 million social buyers in the United States, a 5 million increase from the previous year.
From 2019 to 2023, the number of social buyers in the United States increased by 46.8 million.
Experts predict that the number of social buyers in the United States will reach 114.3 million by the end of 2025.
The following table displays the number of social buyers from 2019 to 2025.
| Year | The Number Of Social Buyers |
|---|---|
| 2019 | 60.8 million |
| 2020 | 79.9 million |
| 2021 | 96.9 million |
| 2022 | 102.6 million |
| 2023 | 107.6 million |
| 2024* | 111.2 million |
| 2025* | 114.3 million |
*Projected
- Apparel and accessories are the top retail category by share of social action, with 55.7%.
Many products users buy from social media, but apparel and accessories are the top categories in the United States, according to the share of social action.
The second category comes by share of social action is consumer electronics, with 15.4% of the share.
Here is a table showing the top 10 retail categories in the United States by share of social action.
| Retail Category | Share Of Social Action |
|---|---|
| Apparel and Accessories | 55.7% |
| Consumer Electronics | 15.4% |
| Sporting Goods and Equipment | 8.3% |
| Restaurants | 4.1% |
| Toys and Games | 2.7% |
| Arts and collectibles | 2.1% |
| Music, movies, and videos | 1.9% |
| Home and Garden | 1.7% |
| Online retail | 1.6% |
| Furniture, appliances, and equipment | 1.5% |
- Facebook’s overall social commerce add-to-cart conversion rate is 34.10% in the United States.
According to Grin, Facebook has the highest overall social commerce add-to-cart conversion rate in the United States.
Facebook is followed by Instagram, Pinterest, and Twitter, with 16.90%, 6%, and 5.50%, respectively.
Here is a table showing the total breakdown of social commerce add-to-cart conversion rate in the United States.
| Social Media Platform | Overall Conversion Rate | Upper-Funnel Conversion Rate | Lower-Funnel Conversion Rate |
|---|---|---|---|
| 34.10% | 30.10% | 38.50% | |
| 16.90% | 7% | 36.40% | |
| 6% | 5.70% | 7.70% | |
| 5.50% | 3.80% | 8.70% | |
| YouTube | 5.40% | 4.90% | 7.80% |
| TikTok | 3% | 2.60% | – |
| Snapchat | 1.70% | 1.80% | 1.50% |
Source: Grin, Sprout Social.
Social Media Video Statistics
When it comes to social media marketing, it’s essential to understand the value of video. Over the past few years, social media videos have captured the attention of many users.
I’ve compiled all the critical statistics related to social media videos in this section.
- Short-form video content on social media is 2.5 times more engaging than any other content.
On social media, short-form videos, typically less than a minute in length, are gaining attention from 66% of consumers due to their brevity and authenticity.
Short-Form videos are highly shareable and 2.5 times more engaging than longer videos. Additionally, 34% of consumers appreciate the more genuine nature of the shorter form.
- 91% of businesses will use video marketing in 2023.
According to Wyzowl, video marketing was the most popular among businesses in 2023, with 91% of them using it–a 5% increase from the previous year.
In 2022, 86% of businesses used videos for their marketing. From 2016 to 2023, video marketing has increased by 30%.
Below is a detailed breakdown of video marketing from 2016 to 2023.
| Year | The Use Of Video Marketing |
|---|---|
| 2016 | 61% |
| 2017 | 63% |
| 2018 | 81% |
| 2019 | 87% |
| 2020 | 85% |
| 2021 | 86% |
| 2022 | 86% |
| 2023 | 91% |
- 71% of businesses plan to create more videos for social media marketing.
There are numerous video types that businesses use for marketing purposes. However, one of the most popular categories is social media videos, with 71% of companies utilizing them.
Other popular types include explainer videos, presentation videos, testimonial videos, and video ads, with usage rates of 70%, 50%, 46%, and 46%, respectively.
Below is a table providing a complete breakdown of this topic.
| Video Type | The Percentage Of Businesses That Use It |
|---|---|
| Social Media Videos | 71% |
| Explainer Videos | 70% |
| Presentation Videos | 50% |
| Testimonial Videos | 46% |
| Video Ads | 46% |
| Teaser Video | 42% |
| Sales Video | 40% |
| Product Demo Video | 36% |
| Videographics | 23% |
| Customer Onboarding videos | 21% |
| Customer service videos | 21% |
| Staff training videos | 20% |
| App demo videos | 15% |
| Employee onboarding video | 15% |
Source: Sprout Social, Forbes, Wyzowl.
Influencer Marketing Statistics
Influencer marketing can significantly boost your sales and engagement rate, as social media users tend to trust and follow popular influencers’ recommendations when buying products and services.
Here are some of the key statistics regarding influencer marketing:
- 50% of millennials believe in influencers’ product recommendations.
A significant proportion of Millennials (50%) now trust product recommendations from social media influencers more than their favorite celebrities (38%).
This development highlights the growing influence of social media in shaping consumer behavior.
The main reason behind this trust is authenticity: 88% of millennials value authenticity in the influencers they follow.
- Influencer marketing will reach $21.1 billion.
Influencer marketing is essential for any brand or business. Its market value grew from $1.7 billion in 2016 to $9.7 billion in 2020, significantly increasing to $13.8 billion in 2021, suggesting a steady growth.
In 2022, the industry expanded to an impressive $16.4 billion, and influencer marketing is expected to reach $21.1 billion.
A table shows the global market size of influencer marketing from 2016 to 2023.
| Year | The Market Size Of Influencer Marketing |
|---|---|
| 2016 | $1.7 billion |
| 2017 | $3 billion |
| 2018 | $4.6 billion |
| 2019 | $6.5 billion |
| 2020 | $9.7 billion |
| 2021 | $13.8 billion |
| 2022 | $16.4 billion |
| 2023 | $21.1 billion |
- Over 90% of users regularly engage with influencers on YouTube, Instagram, TikTok, and Snapchat.
People in the United States, Germany, and the United Kingdom engage with influencers on various social media platforms, including YouTube, Instagram, Snapchat, and TikTok.
However, most people (95%) primarily engage with influencers on YouTube and TikTok, while 94% of users engage with influencers on Instagram weekly.
A table displays the percentage of consumers who engage with influencers every week in Germany, the United Kingdom, and the United States.
| Social Media Platform | The Percentage Of Users Who Engage With Influencers Weekly |
|---|---|
| YouTube | 95% |
| TikTok | 95% |
| 94% | |
| Snapchat | 92% |
| 87% | |
| Twitch | 83% |
| Triller | 75% |
- 93% of markets in the United States prefer Instagram for influencer marketing.
According to Statista’s report, Instagram is the most popular social media platform for influencer marketing in the United States. TikTok, with 68% following it.
In addition, 68% of marketers prefer Facebook, while 48% choose YouTube.
You can see the complete breakdown of the preferred social media platforms of marketers in the United States in the table below.
| Social Media Platform | Share Of Respondents |
|---|---|
| 93% | |
| Instagram Stories | 83% |
| TikTok | 68% |
| 68% | |
| YouTube | 48% |
| Instagram Reels | 36% |
| 35% | |
| 32% | |
| Snapchat | 26% |
| Blogs | 25% |
| Twitch | 13% |
Source: Influencer Marketing Hub, Sprout Social, Forbes.
Bonus: If you wish to seek professional help for influencer marketing, here are the best influencer marketing agencies in India that can help you with your reach.
Social Media Marketing Statistics By Platform
There are numerous social media platforms globally. However, it is essential to identify the ones that can provide optimal benefits or be more helpful for your needs.
Continue reading this section to identify these platforms. Here, you will find a compilation of the most effective social media platforms for marketing purposes.
- Around 90% of marketers use Facebook for their marketing campaigns.
Facebook boasts the highest number of users among all social media platforms, with a staggering 2,958 million users.
As of 2023, Facebook is expected to be used by 70% of adult Americans. Breaking down the demographics of Facebook users, 56.6% are male, and the remaining 43.4% are female.
Moreover, 25% of Facebook users in the United States fall within the age range of 25 to 34.
The average Facebook user spends around 33 minutes on the platform in the United States daily.
- 33% of marketers say Instagram offers the highest ROI of all social media platforms.
In the world of apps that provide multiple selling options, it’s natural to want to know which features are most utilized.
According to HubSpot, the most popular selling feature is Instagram Shops, used by 22% of social media marketers, followed by Facebook Shops at 21% and Instagram Live Shopping at 19%.
Facebook came in second place, with 25% of marketers voting it as the highest generator of ROI.
- LinkedIn advertising reach is 16.4% worldwide.
According to Data Reportal, LinkedIn ads can reach up to 16.4% of the global population.
The countries with the highest LinkedIn ad reach rates are the United Arab Emirates at 88% and the Netherlands at 76.8%.
Despite having the most significant LinkedIn members, the United States ranks third with a 75.3% reach rate.
Singapore, Ireland, Canada, Australia, and the United Kingdom follow with 73.8%, 72.4%, 69.9%, 67.8%, and 67.2% reach rates, respectively.
