Social Media Statistics 2025: Key Trends Marketers Must Know For Success

Social Media Statistics

Social media is evolving faster than ever, and 2025 will bring significant shifts that marketers can’t afford to ignore. With over 5 billion social media users worldwide, platforms like TikTok, Instagram, and LinkedIn are changing how brands connect with audiences. But how do you know where to focus your marketing efforts?

The answer lies in data-driven decisions. Understanding the latest social media statistics for 2025 will help you:

  • Identify the fastest-growing platforms for engagement
  • Optimise content with high-performing formats like short videos and carousels
  • Allocate your ad budget based on proven ROI trends
  • Stay ahead of AI-driven changes and privacy updates

In this piece, we’ll break down the most important social media trends backed by accurate data—covering user growth, engagement rates, influencer marketing, and more. Whether you’re a brand strategist, content creator, or business owner, these insights will help you craft a winning social media strategy in 2025. Let’s dive in. 

Key Takeaways

  • Social media statistics in 2025 show record-breaking growth, with TikTok, Instagram, and LinkedIn leading in engagement, while Facebook remains the most-used platform.
  • AI-driven content, short-form videos, and influencer marketing dominate social media trends, shaping how brands engage audiences and drive conversions.
  • Social media statistics 2025 highlight the rise of social commerce, with TikTok Shop and Instagram Shopping delivering higher conversion rates than traditional e-commerce channels.

Social Media Growth Statistics 2025

Social media continues to evolve, with billions of users worldwide and new platforms reshaping digital engagement. In 2025, we’ll see strong growth in user numbers, shifting platform dominance, and changing device preferences. Let’s explore the key statistics and trends.

Number of Active Users on Major Platforms

As of 2025, the top social media platforms continue to grow, but at different paces. While Facebook remains the largest, TikTok and LinkedIn have the highest engagement rates. Here’s a projected breakdown of active user numbers:

Platform Estimated Active Users (2025) Growth Trend
Facebook 3.1 billion Steady but slowing
Instagram 2.5 billion Consistent growth
TikTok 1.9 billion Fastest-growing
LinkedIn 1.1 billion Rapid rise in B2B
X (Twitter) 650 million Gradual decline
YouTube 2.7 billion Stable growth
Snapchat 800 million Slower growth
Threads 320 million Emerging, potential growth

Insights:

  • TikTok is the fastest-growing platform, fueled by short-form video and social commerce.
  • Facebook’s growth is slowing but remains dominant among ads and community groups.
  • LinkedIn is expanding rapidly, with more businesses using it for networking and employer branding.
  • X (Twitter) is declining, with users shifting to other platforms like Threads and decentralised social networks.

Fastest-Growing Platforms and Emerging Social Networks

While the big platforms dominate, new players are making an impact.

Fastest-Growing Social Media Platforms in 2025

  • TikTok: Continues to dominate video content and is now integrating more AI-driven recommendations and e-commerce.
  • LinkedIn: Gains traction as professionals prioritise personal branding and long-form content.
  • YouTube Shorts: Competing with TikTok for mobile-first audiences.
  • Threads: Meta’s response to X (Twitter) is gaining users but is still finding its niche.

Emerging Social Networks to Watch

Emerging Social Networks to Watch - Lemon8

Image source: Lemon8 via TechCrunch

  • Bluesky: A decentralised alternative to X (Twitter), gaining traction among users seeking privacy and control.
  • Lemon8: A TikTok-owned lifestyle-focused platform that combines Instagram aesthetics with Pinterest-like discovery.
  • WeAre8: A social network focused on ethical advertising and sustainability, gaining Gen Z interest.

Key Trend: Decentralised social networks (like Mastodon and Bluesky) are growing due to privacy concerns and changing regulations.

Mobile versus Desktop Social Media Usage Trends

Social media is becoming more mobile-first, but some platforms still have intense desktop usage.

Mobile Dominance Continues

  • 90%+ of TikTok, Instagram, and Snapchat usage is mobile.
  • Reels and Stories drive higher engagement on mobile than static posts.
  • Mobile-first commerce is growing, with Instagram and TikTok Shops leading the way.

Where Desktop Still Matters

  • LinkedIn: Many users still prefer desktops for job searches and long-form content.
  • YouTube: While Shorts are mobile-driven, long-form videos perform better on desktop.
  • Facebook Groups: Some B2B users still engage in discussions via desktop.

Key Takeaways:

  • Marketers must prioritise mobile-friendly content—short videos, vertical formats, and interactive features.
  • Web-based platforms like LinkedIn require a mix of desktop and mobile strategies.

Engagement and Content Trends Marketers Must Watch in 2025

With social media algorithms favouring engagement-driven content, marketers must understand which formats, strategies, and trends drive interactions. In 2025, short-form videos, AI-generated content, and interactive formats will shape how brands connect with audiences.

Average Engagement Rates by Platform

Engagement rates vary significantly across platforms, with TikTok, Instagram, and LinkedIn seeing the highest audience interaction. Here’s a look at the average engagement rates (likes, comments, shares) per platform in 2025:

Platform Average Engagement Rate Best-Performing Content Type
TikTok 5-7% Short-form videos, trends, UGC
Instagram 3-5% Reels, carousels, interactive stories
LinkedIn 2-4% Thought leadership posts, videos
Facebook 1-2% Groups, live videos, reels
X (Twitter) 0.5-1% Threads, real-time news
YouTube 1-3% Shorts, in-depth videos
Threads 1-2% Text-based engagement
  • TikTok leads in engagement, driven by interactive content and its powerful For You Page algorithm.
  • Instagram Reels outperform static posts, but carousels still generate strong engagement.
  • LinkedIn engagement is growing, with personal stories, polls, and native videos performing well.
  • X (Twitter) engagement remains low, pushing many brands to shift efforts elsewhere.

Most Popular Content Formats: Video, Carousels, and More

Social Media Statistics - Most Popular Content Formats

Image source: Sprout Social

Different content formats impact engagement rates differently. In 2025, video content dominates, but other formats like carousels and interactive stories remain valuable.

Short-Form vs. Long-Form Video

  • Short-form videos (TikTok, Reels, Shorts) see higher reach and engagement.
  • Long-form content (YouTube, LinkedIn video) is still valuable for in-depth storytelling and education.
  • Live videos (Instagram, Facebook, TikTok Live) drive real-time engagement and conversions.

Carousels & Interactive Stories

  • Instagram & LinkedIn carousels generate higher saves and shares.
  • Polls & quizzes on Instagram Stories improve engagement rates.
  • Facebook & TikTok Groups foster discussions, boosting engagement beyond organic posts.

Content Strategy Tips:

  • Prioritise short-form videos (TikTok, Reels, Shorts) for reach and engagement.
  • Use carousels for storytelling, data sharing, and thought leadership (especially on Instagram & LinkedIn).
  • Mix live content with interactive features to maximise real-time engagement.

The Rise of AI-Generated Content and Its Impact on Engagement

AI is transforming social media content creation, making it faster, more personalised, and scalable. However, its effectiveness depends on how brands balance AI efficiency with human creativity.

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How AI is Changing Content Creation:

  • AI-driven video editing & scriptwriting (e.g., Synthesia, Runway) for quick content generation.
  • Chatbots & AI-generated social media captions help brands scale engagement.
  • AI-powered personalisation tailors content to user preferences, increasing retention.

Challenges with AI-Generated Content

  • Overuse of AI can reduce authenticity, leading to lower trust.
  • Algorithms still favour human-centric, emotionally compelling content.
  • Brands must combine AI efficiency with a strong human voice.

Best Practices for AI in Content Marketing:

  • Use AI for efficiency (e.g., script generation, editing) but add human creativity.
  • Test AI-generated vs. human-created content to measure engagement differences.
  • Ensure AI-driven content aligns with brand voice and authenticity.

Social Media Advertising Statistics 2025

With global digital ad spending projected to surpass $700 billion in 2025, social media remains a dominant force in paid marketing. However, ad performance varies significantly by platform, format, and audience behaviour. Here’s a breakdown of key advertising trends, ROI insights, and cost metrics to help marketers maximise their budgets.

Ad Spend Projections and ROI by Platform

Social media ad budgets continue to grow, but where brands invest their money is shifting. In 2025, platforms like TikTok and LinkedIn are seeing the highest returns, while Facebook and X (Twitter) are losing momentum.

Projected Social Media Ad Spend (2025)

Platform Projected Ad Spend ROI Potential
Instagram USD 37.13 billion High (Reels and Stories ads perform well)
TikTok USD 33.1 billion Very high (Short-form video engagement)
YouTube USD 19.42 billion High (Video ads drive strong conversion)
X (Twitter) USD 2.99 billion Low (Declining ad reach)
  • TikTok & LinkedIn ads deliver the highest ROI, especially for engagement-driven and B2B campaigns.
  • Facebook’s ad effectiveness is dropping, but Instagram Reels ads remain strong.
  • YouTube’s ad spending is growing, particularly for skippable video ads and YouTube Shorts.

Best-Performing Ad Formats (Stories, Reels, In-Feed, UGC Ads)

Ad success depends heavily on format and placement. In 2025, video-driven and interactive ad formats will outperform traditional display ads.’

Top-Performing Ad Formats by Platform

Ad Format Best Performing Platform(s) Why It Works
Reels Ads Instagram, Facebook, TikTok High visibility, autoplay engagement
Stories Ads Instagram, Snapchat, Facebook Full-screen immersive experience
In-Feed Video Ads TikTok, YouTube Shorts, LinkedIn Blends naturally with content
UGC (User-Generated Content) Ads TikTok, Instagram, Facebook Feels authentic, boosts trust
Shoppable Ads Instagram, TikTok, Pinterest Directs users to checkout seamlessly

Why These Formats Win in 2025:

  • Short-form video ads (Reels, TikTok, Shorts) see higher engagement due to their fast-paced, scrollable nature.
  • UGC ads perform better than polished brand ads, as consumers trust peer content more.
  • Shoppable ads shorten the conversion journey, making it easier for users to purchase in-app.

Marketing Tip: Brands should prioritise video-first ad strategies and leverage UGC for authenticity to maximise ad performance.

Influencer Marketing and UGC Statistics 2025

Social Media Statistics - Types of Influencers Brands Prefer to Work With

Image source: Famesters

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Influencer marketing and User-Generated Content (UGC) are more potent than ever in 2025, with brands prioritising authenticity, trust, and engagement over traditional ads. Micro-influencers, Nano-influencers and UGC-driven campaigns deliver higher ROI, reshaping digital marketing strategies.

Growth of Influencer Marketing and Key Engagement Metrics

Influencer marketing is projected to be a $32.55 billion industry in 2025, with brands increasingly shifting ad budgets toward content creators instead of traditional paid ads.

Influencer Marketing Growth Stats (2025):

  • 75% of brands are increasing influencer marketing budgets.
  • 92% of consumers trust influencers more than traditional advertisements.
  • Influencer-generated content gets 4x higher engagement than brand-produced content.
  • Short-form video (TikTok, Reels, YouTube Shorts) drives the highest influencer engagement.

Key Takeaways:

  • Brands are prioritising influencers over traditional ads due to higher trust and engagement.
  • Influencers who create TikToks and Instagram Reels see the highest ROI.
  • Authenticity wins—audiences engage more with accurate, relatable content than polished brand ads.

Micro versus Macro Influencers: Who Gets Better ROI?

When choosing influencers, brands must decide between micro-influencers (10K-100K followers) or macro-influencers (100K-1M+ followers).

Engagement and ROI Comparison:

Influencer Type Followers Average Engagement Rate Cost Per Post (Estimated) Best For
Nano-Influencers 1K – 10K 6-10% USD 50 – 500 Niche / Local marketing
Micro-Influencers 10K – 100K 4-8% USD 500 – 2500 High engagement, affordability
Macro-Influencers 100K – 1M 2-5% USD 2500 – 10000 Brand awareness campaigns
Mega-Influencers and Celebrities 1M+ 0.5-2% USD 10000 – 1M+ Mass reach campaigns

Why Micro-Influencers Deliver Higher ROI:

  • Higher engagement rates – More personalised interactions with their audience.
  • More affordable – Lower cost per post, allowing brands to scale influencer partnerships.
  • Stronger trust factor – Audiences perceive them as authentic and relatable.

Marketing Tip: Brands should prioritise micro and nano-influencers for engagement-driven campaigns and use macro-influencers for mass awareness.

The Impact of User-Generated Content (UGC) on Brand Trust

User-generated content (UGC) has become a must-have marketing strategy in 2025, as consumers trust actual content from other users more than branded content.

UGC Performance Stats (2025):

  • 87% of consumers say UGC increases their trust in a brand.
  • UGC-based ads get 5x higher click-through rates (CTR) than traditional brand ads.
  • 74% of consumers prefer seeing authentic customer content before making a purchase.
  • Brands using UGC see a 29% higher conversion rate on social media.

Why UGC Works So Well:

  • Authenticity & Trust: Consumers relate to content created by real users.
  • Higher Engagement: UGC generates more likes, comments, and shares.
  • Lower Cost, Higher ROI: Brands can repurpose organic customer content instead of spending on high-budget production.

Marketing Tip: Encourage customers to create reviews, testimonials, and product demos to boost engagement and conversions.

Social Commerce and Conversion Statistics 2025

Social Media Statistics - The Rise of Social Commerce

Image source: Embed Social

Social commerce is revolutionising e-commerce, with platforms like TikTok Shop, Instagram Shopping, and Facebook Marketplace driving direct purchases. In 2025, brands are shifting their focus to seamless, in-app shopping experiences, leading to higher conversion rates and lower cart abandonment.

How Social Shopping is Changing E-Commerce

Social media is no longer just a discovery tool but a direct sales channel. Consumers want frictionless shopping experiences where they can purchase without leaving the platform.

Key Social Commerce Trends (2025):

  • Social commerce sales are projected to hit $1.2 trillion globally.
  • 50% of Gen Z & Millennials prefer shopping directly through social media platforms.
  • In-app checkout conversion rates are 30% higher than traditional e-commerce websites.
  • Livestream shopping drives 20x higher engagement than static product listings.
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Marketing Tip: Brands must integrate shoppable posts, UGC, and influencer-led campaigns to capitalise on the rise of social commerce.

Best-Performing Platforms for Social Commerce in 2025

Different platforms are leading the social shopping revolution, but TikTok Shop, Instagram Shopping, and Facebook Marketplace are dominating.

Top Social Commerce Platforms & Their Strengths

Platform Best For Why It Works
TikTok Shop Impulse purchases, viral products AI-driven recommendations, seamless checkout
Instagram Shopping Fashion. Beauty, lifestyle Strong influencer-driven commerce
Facebook Marketplace Local selling, second-hand goods Community-based shopping experience
Pinterest Shopping Home decor, DIY, fashion Discovery-driven shopping with high intent
YouTube Shopping Tech, gadgets, tutorials Long-form video for product education
Snapchat Spotlight Gen Z fashion and accessories AR try-ons and influencer-driven sales

Why TikTok Shop is Leading Social Commerce in 2025:

  • AI-driven discovery: Recommends products based on user behaviour.
  • Seamless one-click checkout: Users can buy instantly without leaving the app.
  • Influencer & UGC-powered sales: Creators drive direct conversions with real-time reviews.

Marketing Tip: Brands should partner with influencers and leverage short-form videos to boost product visibility on TikTok and Instagram Shopping.

Future Predictions: What’s Next for Social Media Marketing in 2025 and Beyond?

The social media landscape is evolving rapidly, with AI-driven content, tighter privacy regulations, and decentralised platforms reshaping marketing strategies. Brands must adapt to these changes to stay ahead. Here’s what’s next in social media marketing.

AI and Automation in Social Media Marketing

AI is revolutionising content creation, audience targeting, and engagement. In 2025, 80% of brands are expected to use AI-driven tools for social media management.

How AI is Changing Social Media Marketing:

  • AI-Generated Content: ChatGPT, Jasper, and Synthesia automate post creation, captions, and video content.
  • AI-Powered Chatbots: Platforms like Messenger, Instagram DMs, and WhatsApp integrate AI chatbots for instant customer interactions.
  • Automated Ad Targeting: AI optimises ad spending by analysing real-time user behaviour.
  • Predictive Analytics: AI forecasts trends, allowing brands to stay ahead of viral content.

 Key Takeaways:

  • Brands must balance AI-driven efficiency with authentic human interaction to maintain engagement.
  • AI-powered video creation will dominate, making short-form content more accessible.
  • Hyper-personalized AI recommendations will increase conversions in social commerce.

Privacy Regulations and Their Impact on Data Tracking

Social media platforms are shifting toward privacy-first marketing with stricter data privacy laws (like GDPR, CCPA, and Singapore’s PDPA) and growing consumer concerns.

Key Privacy Trends in 2025:

  • Third-Party Cookies Are Gone: Marketers must focus on first-party data and ethical tracking.
  • Zero-Party Data Becomes Crucial: Brands will rely on direct user interactions (quizzes, polls, surveys) to gather insights.
  • Ad Targeting Is Getting Harder: Limited data access forces brands to focus on contextual advertising and influencer marketing.
  • Social Media Platforms Are Restricting Data Collection: Platforms like Apple (iOS updates) and Google (Privacy Sandbox) make ad tracking more difficult.

Marketing Tip:

  • Invest in first-party data collection through email marketing, loyalty programs, and exclusive content.
  • Use AI-driven predictive modelling instead of relying on third-party tracking.
  • Prioritise influencer and UGC-based marketing, as these strategies don’t rely on heavy data tracking.

The Rise of Decentralised Social Platforms

Decentralised social media platforms are gaining traction as users seek more privacy, control, and freedom from big tech companies.

What Are Decentralized Social Networks?

Unlike traditional platforms (Facebook, Instagram, TikTok), decentralised platforms don’t rely on a single company controlling data and content. Instead, they use blockchain or open-source technology.

Top Decentralized Social Platforms to Watch in 2025:

Platform Key Features Why It Matters
Bluesky X (Twitter) alternative User-owned content, no ads
Mastodon Open-source social networking Privacy-focused, community-driven
Lens Protocol Blockchain-based social media Fully decentralised, NFT-based identity
Steemit Blockchain-powered blogging Earn crypto for content

Why Decentralized Social Media is Growing:

  • Users own their data, reducing corporate influence over content.
  • Ad-free models are gaining popularity, pushing brands to rethink digital advertising.
  • Crypto & Web3 integration allows users to earn rewards for engagement.

Marketing Tip:

  • Experiment with decentralised platforms early to stay ahead of future social media trends.
  • Build communities on platforms like Mastodon & Bluesky to tap into niche audiences.
  • Use NFT-based engagement strategies (exclusive content, membership rewards).

Frequently Asked Questions

What are the most popular social media platforms in 2025?

The top social media platforms by active users in 2025 are:

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  • Facebook (3.1 billion users) – Largest but declining engagement.
  • Instagram (2.5 billion users) – Strong growth, especially for Reels.
  • TikTok (1.9 billion users) – Fastest-growing platform, leading in short-form video.
  • YouTube (2.8 billion users) – High engagement for long-form and Shorts content.
  • LinkedIn (1.1 billion users) – Increasing influence in B2B marketing.

Which social media platform has the highest engagement rate in 2025?

In 2025, TikTok will have the highest engagement rate at 5-7% due to its AI-driven content discovery. Other platforms include:

  • Instagram Reels (3-5%) – High retention and interaction.
  • LinkedIn (2-4%) – Strong engagement for thought leadership posts.
  • Facebook (1-2%) – Lower engagement, but Facebook Groups remain active.

How will AI influence social media marketing in 2025?

AI is transforming social media through:

  • Automated content creation – AI tools generate captions, videos, and social posts.
  • AI-powered ad targeting – Personalized ad delivery based on user behaviour.
  • Chatbots & AI assistants – Automate customer service and engagement.
  • Predictive analytics – AI forecasts trending topics and engagement patterns.

What are the best-performing content formats in 2025?

The highest-performing social media content types in 2025 include:

  • Short-form videos (TikTok, Instagram Reels, YouTube Shorts) – Maximum reach & engagement.
  • User-Generated Content (UGC) Ads – More authentic and trusted than polished brand ads.
  • Carousels (Instagram, LinkedIn) – Higher shares and saves for educational or storytelling content.
  • Live Shopping Streams – Drive real-time purchases and higher conversion rates.

What are the latest trends in social media advertising?

The top social media advertising trends in 2025 include:

  • Shoppable content & in-app checkout – TikTok Shop & Instagram Shopping lead the way.
  • AI-driven ad personalisation – Targeting based on behaviour & interests.
  • Micro-influencer & UGC ads – Authentic content gets better ROI than traditional ads.
  • Privacy-first advertising – Brands shift to first-party data and contextual targeting due to new privacy laws.

About the Author

tom koh seo expert singapore

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.

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