Social media is now an integral part of society. It’s how people connect, get entertained, and discover new things, including products and services. In other words, social media is extremely valuable for marketers. And the numbers show just how mighty these platforms are.
With user habits shifting and algorithms evolving at warp speed, relying on yesterday’s insights could cost you tomorrow’s audience.
Here are 75 recent and relevant social media statistics that reveal exactly where attention, money, and influence are currently heading.
Key Social Media Statistics
Here are the most important social media statistics to know:
- 5.24 billion people use social media platforms worldwide.
- With over 3 billion monthly active users, Facebook is the most popular social network.
- Social media users spend on average 18 hours and 41 minutes on different platforms each week.
- Nearly three in four users rely on social media for making purchase decisions.
- Social media ads are in the top five avenues for product discovery for people.
- Facebook, Instagram, and YouTube offer the highest ROIs.
- TikTok is the most popular social platform for young people, and it’s also the fastest-growing.
- 74% of shoppers say they bought a product because of an influencer's recommendation.
- User-generated content (UGC) influences 90% of shoppers' decisions.
- LinkedIn is the most important social media platform for B2B marketers.
Social Media Usage Statistics
Here are some jaw-dropping statistics on social media usage that show just how important it has become for brand exposure and engagement.
1. There are 5.24 billion social media users worldwide.
For some context on just how big that number is, the world population is 8.2 billion. The sheer scale of global social media adoption shows just how important it has become in modern life. It’s influencing how people communicate, learn, shop, and even work. With nearly two-thirds of the world’s population active on social platforms, the opportunities for connection, as well as for marketing, activism, and education, are greater than ever.
2. Facebook is the most used social media platform with over 3 billion monthly active users, followed by YouTube and Instagram.
Facebook was the first truly big social media platform, and that shows in its market share. Despite newer challengers, Facebook’s scale and mature ad tools make it a key channel for broad-reach campaigns. Meanwhile, YouTube and Instagram cater to visual and video-focused audiences.
3. A typical social media user visits 6.86 different social media platforms each month and spends an average of 18 hours and 41 minutes each week, according to Datareportal.
The average user’s presence across nearly seven platforms shows how social media behavior is fragmented and multi-platform by nature. People seek different experiences, from news and community groups to entertainment and shopping, across a wide variety of apps.
4. China has the most social network users in the world, with 1.07 billion active users, followed by India with 862 million users and the US with 308 million users.
This is hardly surprising, as China had the world’s largest population until recently. India, of course, being the most populated country currently, easily snags the second rank. It’s worth mentioning that China has its own ecosystem of social media with apps like WeChat and Douyin, which makes social media marketing in that market quite different from others. Global marketers must rethink platform choices, content styles, and compliance to succeed there.
5. The top reason for using social media is ‘keeping in touch with friends and family’ (51.5%).
At its core, social media still serves the original purpose of connecting people. Despite all the commercial and entertainment features now built into these platforms, human connection remains at their heart. But the stat to watch out for is that 26.9% of users use it to find products.
Social Media Marketing Statistics
Social media has undoubtedly become the most important avenue for marketers, and for a good reason. It’s just so impactful whether you’re marketing something new or something that has existed for ages.
6. 74% of users say they rely on social media for their purchasing decisions.
Social media has turned into a powerful form of social proof, where people check reviews, see recommendations, and watch influencers before making a purchase. Brands that understand this shift can build authentic relationships and guide buying decisions more effectively through storytelling and authentic content.
7. 83% marketers say increased exposure is the leading benefit of social media marketing, while 73% say it’s increased traffic.
The reach and visibility offered by social media make it an indispensable marketing tool. Marketers see social media’s ability to drive brand awareness and attract visitors to websites as central to modern growth strategies. The power to connect with audiences at scale, and in real time offers a level of brand amplification that traditional advertising simply can’t.
8. The average engagement rate on social media platforms ranges from 1.3% to 3.5%. Instagram is the best for engagement.
Although engagement rates may appear modest, they are crucial indicators of meaningful interactions rather than passive scrolling. Instagram’s visual-first design and features like Stories, Reels, and interactive polls naturally encourage higher engagement. In reality, marketers can achieve a much higher rate (with the right strategy and good content, of course).
9. Short-form videos are the most influential type of content on social media.
The rise of TikTok, Instagram Reels, and YouTube Shorts has proven that people crave quick, digestible, and visually stimulating content. Short-form videos grab attention quickly and convey messages in seconds. So, they’re ideal for busy, mobile-first users. Brands that master this format can stand out and drive deeper brand recall.
10. 96% of small businesses use social media as part of their marketing strategy.
For small businesses, social media levels the playing field by providing low-cost, high-impact marketing opportunities. It wouldn’t be wrong to call it the lifeblood of small business marketing. Whether promoting local services or reaching niche communities, platforms like Facebook and Instagram offer valuable tools to connect directly with customers.
11. Increased efficiency, easier idea generation, and increased content production are cited as the top benefits of using generative Artificial Intelligence (AI) by social media marketers.
Generative AI is transforming how marketers work and streamlining content creation from a time-consuming chore to a collaborative process. AI frees up marketers to focus on strategy and storytelling. However, the human touch is still very important.
12. For people aged 18 to 44, social media is the preferred channel for product discovery.
Younger generations rely heavily on social platforms to explore brands, trends, and recommendations before visiting a website or store. This shift in the customer journey, where inspiration and shopping often start on Instagram, TikTok, or YouTube, only makes social media that much more important for ecommerce.
13. 83% of marketers say AI helps them create significantly more content.
While quality is the name of the game, the reality is that to keep audiences engaged, brands have to churn out content constantly. And that can be challenging in its own right. But AI assistance technologies, especially for writing content and creating visuals, come in handy for keeping the posting frequency high.
Social Media Advertising Statistics
Besides organic marketing, social media platforms also provide profitable advertising reach opportunities. Increasingly, more brands are advertising on social media platforms beyond Google.
14. Social media advertising spend surpassed $276 billion in 2025 and is projected to cross $406 billion by 2029, according to Statista.
These staggering figures reflect how social media has solidified its place at the heart of the global advertising ecosystem. As brands chase consumer attention, their budgets are shifting dramatically toward social platforms. The projected growth also signals that innovation in ad formats, targeting, and measurement will only accelerate in the years to come. And you must master them all to remain competitive.
15. 83% of total social media advertising spending is poised to be generated through mobile by 2029.
That’s according to the same Statista research linked above. The dominance of mobile device usage clearly shows the integration of social media and smartphones. People now consume content on the go, and marketers must design ads with a mobile-first mindset to capture their audience’s attention. That means smaller graphics, fast load times, and interactive experiences will be incredibly important.
16. Social media ads make up three dollars for every $10 spent on digital advertising.
Social media is claiming a growing slice of the total digital ad pie. What that means is that social media advertising has the potential to be highly profitable. That said, as spending grows, competition for ad space is likely to intensify. Brands will need even sharper targeting, creative, and testing to sustain returns. That’s where a good social media marketing agency comes in to help brands make the most of their ad budgets.
17. 80% of online users have made a purchase after seeing a social media ad.
Social ads have become an effective way to nudge users down the purchase funnel. Whether through influencer partnerships, product videos, or retargeting campaigns, these ads turn inspiration into action. This purchasing behavior highlights the critical role of compelling, trustworthy creative in driving conversions directly from social feeds.
18. The ad amount spent per user on social media has increased from $3.5 to $28.3.
Brands are investing more per user as social media audiences become increasingly valuable and engaged. Of course, inflation is also contributing to the increased spending on ads. Still, the numbers show that more and more advertisers are flocking to social media. If you want to avoid rising clicks, a good strategy is to use more UGC in your ads and optimize them to a T.
19. Social media ads are among the top five sources of brand discovery.
The search engine is the number one source of brand discovery, with 32.8% of Internet users reporting that they have discovered brands through this medium. The second number is TV ads (32.3%), and the third is word of mouth (29.9%). An impressive 29.7% of users say they use social media to discover brands, which confirms the statistic from marketers about using these platforms for exposure.
20. 69% of marketers say that shopping will increase on social media, and more people will buy directly through social platforms than brand websites or marketplaces.
Social commerce is reshaping the online shopping experience. Features like Instagram Shops and TikTok Shop are setting the stage for social platforms to become virtual storefronts. This trend will challenge traditional e-commerce models and push brands to develop new social-first selling strategies. We also recommend you to use social-first storefronts and integrated buying journeys to capture this shift.
Read Next: 70+ Online Shopping Statistics - 2025 Report to Consider
Social Media ROI
For all the hype around social media marketing, is it actually profitable? Here are some statistics that show the story is much more complex when it comes to return on investment (ROI).
21. 34% of marketers are uncertain about their ability to measure social media ROI.
Despite massive investments in social, many marketers still struggle to prove its value. The challenges of tracking multi-platform campaigns, shifting algorithms, and complex customer journeys make attribution tricky. This uncertainty highlights the need for more effective analytics tools and clearer measurement frameworks to justify expenditures and efforts.
22. Facebook offers the highest ROI, according to marketers, followed by Instagram and YouTube.
Facebook’s extensive targeting capabilities and broad user base continue to deliver strong returns for advertisers. Instagram, with its highly visual and engaged audiences, follows closely behind, while YouTube excels with video storytelling and long-form content. Together, these platforms provide marketers with a powerful suite of tools to drive meaningful results.
23. Paid social media content is among the top five channels driving ROI for B2B brands.
B2B marketers have discovered that social platforms can be just as effective as traditional business channels in driving returns. Paid social ads enable precise targeting of niche audiences with tailored messaging, building awareness and trust.
24. Social listening boosts ROI confidence among marketers, with most utilizing it across various platforms.
Social listening tools help adjust campaigns, spot opportunities, and address issues before they escalate. They help create a more confident, data-informed approach to measuring success. Since measuring ROI is notoriously hard in most instances, social listening comes in as a rescue to put numbers on the success of social media marketing efforts.
25. TikTok has a short-term ROI of 11.8 and a long-term ROI of 4.5, according to the platform’s own research.
TikTok’s numbers show its ability to deliver rapid results, particularly for viral or trend-based campaigns. While its long-term returns are lower, its short-term performance makes it highly attractive for brands seeking immediate traction. The higher short-term ROI could be attributed to the ‘viralability’ of TikTok content. It can blow up pretty quickly.
26. Visible logos on Facebook Ads can increase ROI 5x.
When it comes to optimizing ROI, little things go far. Branding elements like logos can play a powerful role in boosting recognition and trust. When users instantly see a familiar symbol, it reinforces brand recall and encourages social media engagement, especially in competitive feeds.
Social Media User Behavior Statistics
As a marketer, it’s important to complete user behavior analysis. This helps you pivot your strategy and content.
27. TikTok is the most popular platform among millennials and Gen Z populations.
TikTok’s meteoric rise reflects how younger audiences crave short, authentic, and highly entertaining content. Its algorithmic discovery feed keeps users engaged for hours. Brands hoping to reach these generations need to embrace TikTok’s playful, raw style rather than traditional, polished messaging to build meaningful connections.
28. 45% of users say they would unfollow a brand that promotes itself too much.
This statistic highlights the fine line brands must walk between promotion and genuine engagement. Audiences value authenticity and connection over aggressive sales tactics, and too much self-promotion can quickly backfire. Brands that prioritize storytelling, education, or entertainment alongside their promotional messages are far more likely to maintain loyal, engaged followers.
29. 81% of consumers admit to making impulse purchases because of social media.
Social media’s blend of visual storytelling, influencer recommendations, and seamless shopping tools creates a perfect environment for spur-of-the-moment buying. This impulse-driven behavior is something brands can tap to increase sales. Two great solutions would be frictionless shopping tools (e.g. in-app checkout) and persuasive ad creatives.
30. 73% of social users say they’ll buy from a competitor if a business doesn’t respond on social media.
Believe it or not, but social media is now part of the ‘customer support’ ecosystem. And responsiveness is no longer optional. Customers expect fast, helpful replies, and social media has become a core channel for customer service. Ignoring or delaying responses can drive frustrated users directly into the arms of more attentive competitors. So, treat social as one of your core customer service channels, implementing clear SLAs and workflows.
For example, you can set automated acknowledgement messages to reassure customers you’ve seen their query, assign dedicated agents or social media managers to monitor channels during peak hours, and integrate social tickets into your main helpdesk platform so nothing slips through the cracks. Review response time metrics to make sure your team meets expectations and protects brand loyalty.
31. The following chart shows different statistics on social media shopping behavior.
These data points collectively show that social platforms have become powerful e-commerce engines. Consumers now discover, evaluate, and buy products all within their favorite social apps.
Social Media Influencers and UGC Statistics
Social media is the backbone of influencer marketing and user-generated content (UGC). And these marketing avenues provide so much impact for brands across all vectors.
32. 74% of consumers report purchasing a product because an influencer recommended it.
Influencers have become trusted voices for millions of followers, often seen as more relatable and authentic than traditional advertisements. Their recommendations can create a powerful sense of social proof and motivate people to buy products they might not have otherwise considered.
33. UGC is considered to be 8x more effective than influencer posts.
UGC resonates so strongly because it feels genuine, unfiltered, and relatable. When everyday consumers share their experiences, other shoppers see them as authentic endorsements rather than paid promotions. This authenticity drives trust, making UGC a powerful tool for boosting brand credibility and engagement metrics.
34. UGC ads have 50% lower cost-per-click and 4 times higher click-through rates (CTR).
These performance results demonstrate how UGC can dramatically improve ad efficiency. Its organic, authentic feel grabs attention in a way that traditional branded content often cannot. For marketers, investing in UGC strategies can deliver a far better return on advertising spend.
Discover how inBeat helped Nielsen IQ leverage UGC content in 15+ languages for customer (panelist) acquisition across 19 countries, while keeping costs under budget through creative voiceover and mashup techniques.
35. UGC influences 90% of shoppers' purchasing decisions.
Word-of-mouth has always been a strong driver of sales, and UGC is essentially digital word-of-mouth. Seeing real people share their honest experiences influences nearly every step of the modern buyer’s journey. Brands that actively encourage customers to post and tag them can unlock even more streams of earned media.
36. According to Edelman's research, advertising only has half the impact as earned media (for example, UGC).
Earned media, including UGC, reviews, and organic mentions, has greater sway over audiences because it’s viewed as more trustworthy. Compared to polished ad campaigns, earned media taps into genuine consumer sentiment, making it twice as influential.
37. Collaborations with influencers result in 15 times more audience reach and 4.9 times more engagement compared to brands that don’t collaborate with influencers.
Influencer partnerships supercharge reach by tapping into audiences that are already relevant and engaged. Beyond more visibility, influencers also provide meaningful interactions with content. Brands that aren’t using influencers are missing out on expansion opportunities in the digital spaces.
38. 93% of influencers reported in a Social Sprout survey that a brand’s existing social media content impacts their decision to collaborate.
Many influencers are selective about who they work with and look closely at how a brand presents itself online. Strong, consistent, and authentic brand content builds trust and signals professionalism. This shows that brands must maintain a cohesive and appealing social presence to attract top-tier collaborators.
39. Over 80% of digital marketers say influencer marketing is highly effective.
Of course, it is. The confidence marketers place in influencer campaigns stems from their ability to build authenticity, reach targeted audiences, and drive measurable results. This effectiveness is likely to continue growing as platforms refine their creator tools and monetization options.
40. 36% of marketers say influencer content outperforms a brand’s own content on social media platforms.
Audiences often see influencer content as more authentic and relatable than branded content, which can sometimes feel too pushy. Influencers can present products in real-life, creative ways that resonate more deeply. But here’s the deal–this only happens when you work with the right influencers.
Social Media Statistics by Platform
Here are some key statistics and platform-specific demographics for various social media platforms, highlighting the strengths of each.
Facebook Statistics
41. 83% of marketers report using Facebook, making it the most used social media platform by marketers.
42. Males aged 25-34 make up the biggest portion of Facebook’s user base.
43. The average engagement rate for all Facebook posts is 0.05%. Photo posts have a slightly higher engagement rate of 0.08%.
44. The average return on ad spend (ROAS) for Facebook Ads is 2.98 across all verticals.
45. The average CTR for Facebook Ads is only 0.9%. The legal industry has the highest CTR of 1.6%.
Instagram Statistics
46. Instagram boasts over 2 billion monthly active users, with most users from India (385 million), the US (166 million), and Brazil (135 million), respectively.
47. 90% of Instagram users follow at least one business. 71% of US businesses use Instagram.
49. Brands are increasing their use of Reels (thanks to higher engagement rates from short-form video content on Instagram). Reel usage by brands increased by 12% between 2023 and 2024.
50. Instagram is the second most popular platform for influencer marketing, with 46.7% of brands reporting using it for this purpose.
TikTok Statistics
51. Over 5 million businesses in the US use TikTok for promoting their products and services.
52. The US has the most active TikTok users (136 million), followed by Indonesia (108) and Brazil (91).
53. TikTok is the most popular platform for influencer marketing. 68.8% of brands use it to collaborate with influencers.
54. The average engagement rate on TikTok is 4.06%.
55. The average time spent on TikTok globally is 95 minutes per day.
X (Twitter) Statistics
56. 586 monthly active users, far behind giants like Facebook, YouTube, and Instagram.
57. X is the most male-dominant social media platform, with men making up 63.7% of its user base.
58. Higher-income households have a higher use of X. 29% of adult Americans with an annual income of $100,000 or more reported using the platform in a Pew Research Center survey.
59. In one survey, 59% of online users reported using X for getting the latest news.
60. The average CTR for ads on X is 0.86%.
LinkedIn Statistics
61. LinkedIn has one billion members from 200 countries.
62. LinkedIn is the most popular social media platform for B2B marketers, with 80% using it for successful lead generation.
63. An original and relevant image on LinkedIn increases views by 115%.
64. Ads on LinkedIn create a 33% increase in buying intent for brands.
65. Tuesdays through Thursdays are the optimal days to post on LinkedIn.
Pinterest Statistics
66. Pinterest has 570 million monthly active users. Gen Z makes up 42% of the user base.
67. An overwhelming majority of the Pinterest audience is female (70.3%).
68. The total potential reach for ads on Pinterest increased to 340 million users in 2025.
69. Pinterest ads are 2.3x more effective when compared with other social media platforms.
70. One in three luxury shoppers on Pinterest has an income of $100,000 or more, making it the place for high-ticket items marketing.
YouTube Statistics
71. YouTube is the most used platform by American adults, with 83% of surveyed respondents reporting using it.
72. Overall, India has the highest number of monthly active YouTube users, followed by the US and Brazil.
73. American adults spend an average of 48 minutes every day on YouTube.
74. YouTube Shorts gets 70 billion views daily.
75. 90% of marketers use YouTube as part of their video marketing strategy.
Leverage the Power of Social Media with inBeat
Social media is here to stay and is getting bigger and more impactful by the minute. Every statistic above reinforces that reality. For marketers, social media presents opportunities for discovery, growth, and, most importantly, delivering a high-quality brand experience. But all that is easier said than done.
Social media marketing requires expertise with a side of experimenting, which is what you get when you take the professional route and work with an agency. It’s very much possible to achieve success on social media for your brand with an in-house team, but working with an expert agency takes the game to the next level, where results aren’t just guaranteed but better.
Think that’s an overstatement? Check out our case studies to see how inBeat has propelled brands on social media platforms like TikTok and YouTube, especially with influencer and UGC marketing and overall social media management.
With our weight behind your marketing efforts, your brand can ace social media and reap all the benefits it has to offer.
Get in touch to learn how inBeat can help your brand with social media marketing!
FAQs
Which social media is most popular?
Facebook is the most popular social media platform, with over 3 billion monthly active users. Its broad demographic appeal and wide range of features keep it relevant globally. However, other platforms, such as YouTube and Instagram, also rank highly in popularity, depending on the region and age group.
What is the fastest-growing social media platform?
TikTok is widely considered the fastest-growing social media platform, especially in the US. Its addictive short-form video format and powerful algorithm have attracted hundreds of millions of users, particularly among Gen Z and millennials.
Do I need a social media marketing strategy for every platform?
No, you may not have a strategy for every social media platform, but it’s important to have one for every platform relevant to your brand. For example, LinkedIn may be more relevant for a B2B brand than Instagram. That said, it’s essential to maintain some presence on every major platform, as well as emerging ones like Bluesky or Threads.
Is audience segmentation important for social media?
Audience segmentation can be beneficial for social media marketing because it allows you to deliver relevant messages to the right groups, which, in turn, increases engagement and conversions. With advanced targeting tools, you can segment by interests, behaviors, demographics, and more. This level of personalization is effective in a crowded and competitive digital environment.
What age group uses social media the most?
Young adults aged 18–34 are the most active social media users globally. However, adoption is growing across nearly every age group, including older generations who are joining platforms to connect with family or explore new interests, despite growing privacy concerns.
Does inBeat offer a complete social media strategy?
Yes, inBeat specializes in building comprehensive social media strategies, particularly through micro-influencer marketing. We help brands design and run campaigns that maximize reach, engagement, and ROI. From content planning to influencer partnerships and performance tracking, inBeat offers a comprehensive approach tailored to your brand's goals.
