Social Media in America: 10 Stats that are Changing in 2025

Social media in America is entering a transformative phase in 2025. With 72.5% of the U.S. population, approximately 246 million people, actively using social media and ad spending in the social media advertising market projected to reach $276.7 billion this year, businesses are navigating a rapidly evolving digital landscape. These trends are not just reshaping how people connect but also redefining how enterprises engage, build trust and achieve measurable ROI.

In this blog, we’ll explore 10 key statistics that highlight the latest trends, emerging platforms and innovative strategies shaping social media in the U.S. By understanding these shifts, you’ll gain actionable insights into optimizing your brand’s social media presence in 2025 and beyond.

Which social media platforms are popular in America?

Social media platforms’ popularity and engagement differ by age group. Here’s a quick look at the most popular platforms in America, categorized by social media demographics, usage and engagement.

1. YouTube

• Usage: The most widely used platform, with 83% of U.S. adults and 239 million active users.
• Demographics: YouTube is popular among all age groups, especially younger audiences. 93% of US adults between the ages of 18 and 29 use the platform.
• Engagement: In 2024, the average American user spent 26.21 hours on the YouTube mobile app each month. Additionally, a 2023 survey found that American adults used the platform for an average of 48.7 minutes every day. The U.S. leads global YouTube viewership with 916 billion views per month, averaging 2,726 views per person.

2. LinkedIn

• Usage: In April 2024, LinkedIn had an audience reach of 230 million users in the US, with 30% of American adults utilizing the platform. The user base is expected to grow by 10.4 million (+5.23%) between 2024 and 2028, reaching a new peak of 209.26 million users by 2028.
• Demographics: 47% of LinkedIn users in the U.S. are Millennials, highlighting its importance for mid-career professionals. 29% are Gen Z, reflecting the platform’s growing appeal among young professionals and recent graduates. Baby boomers make up nearly 10%, showing continued social media engagement from experienced executives. One-third of U.S. LinkedIn users reside in large cities, while 21% are in medium-sized towns, 9% in rural areas and 12% in megacities (over five million people).
• Engagement: 84% of LinkedIn users in the U.S. use the platform to strengthen their professional network.16.2% of LinkedIn users log in daily, while 48.5% do so monthly.

Also Read: LinkedIn Demographics Statistics That Matter Most to Marketers

3. Facebook

• Usage: Facebook has a user base of 194.1 million in the US. Almost 68% of US adults report using the platform.
• Demographics: 24.2% of U.S. Facebook users are aged 25-34, making this age group the most significant on the platform.
• Engagement: Users access Facebook an average of 8 times daily, spending 17 hours and 20 minutes per month. Among users, 72.4% use it to connect with loved ones, while 58.2% rely on it for news and events, demonstrating its value for both personal and informational purposes.

Helpful Read: Facebook Marketing Strategy: 7 Best Techniques

4. TikTok

• Usage: 33% of US adults use TikTok, a significant increase from 21% in 2021. As of 2025, 170 million people use TikTok. Its U.S. revenue hit $16 billion in 2023, reflecting its rapid growth and monetization potential.
• Demographics: 55% of weekly active users in the U.S. are between 18 and 34 years old, while only 14% are 55 or older. Gender distribution stands at 55% female and 45% male.
• Engagement: U.S. adult users spend an average of 53.8 minutes per day on the platform, making it one of the most engaging social media apps.

Bookmark This: The Ultimate Guide to TikTok Marketing

5. Instagram

• Usage: 166.2 million Americans use Instagram, making it one of the most influential platforms.
• Demographics: 54.8% of users are between 18-34 years old, with 55.4% being women and 44.6% men.
• Engagement: With over 53% of U.S. social media users favoring Instagram, it remains critical for brands to engage younger demographics and drive visual storytelling. On average, users aged 18+ spend 33.1 minutes daily on Instagram. However, younger users (18-24) dedicate the most time, averaging 53 minutes per day.

Related Read: A Complete Guide on Instagram Marketing

6. Snapchat

• Usage: In 2023, Snapchat had 89.6 million users in the U.S. and it stands at 106.7 million users.
• Demographics: 65% of users aged 18-29 use Snapchat, while only 4% of those aged 65 and older do. North America accounts for 23.15% of Snapchat’s total user base.
• Engagement: According to a 2023 report, Americans aged 18+ use Snapchat on average for 30 minutes daily and 8.51 hours monthly. As per the American Customer Satisfaction Index (ACSI), Snapchat received a customer satisfaction score of 68, reflecting its loyal user base.

Know More: 5 Tips for Leveraging Snapchat for Influencer Marketing

7. WhatsApp

• Usage: 29% of US adults use WhatsApp, which has 100 million monthly active users in the US.
• Demographics: Users aged 26-35 make up 27% of the platform’s user base, making it the dominant age group. WhatsApp is least common among users over 56, who account for just 13% of the total U.S. audience. The gender split is 46.5% female and 53.5% male.
• Engagement: Users in the US spend an average of 4.2 hours monthly on WhatsApp, thanks to its engaging messaging features. 50% of U.S. users access WhatsApp daily, while 78% use it at least once a week.

8. X (formerly Twitter)

• Usage: There are 95.4 million X users in the US. While X has a broad U.S. user base, only 52% of users check it daily, while 84% engage weekly and 96% visit monthly.
• Demographics: The largest audience segment (38.5%) falls in the 25-34 age group. A highly active subset of users drives engagement — 10% of users are responsible for 92% of all tweets in the U.S.
• Engagement: Americans spend an average of 34.1 minutes per day on the platform. 41.5 million users are monetizable daily active users, spending around 30.9 minutes per day.

Also Read: 13 Essential X (Twitter) Metrics for Brands to Monitor

9. Pinterest

• Usage: There are 89.9 million Pinterest users in the US.
• Demographics: 46% of U.S. users aged 18-24 use Pinterest, making it most popular among younger demographics. 40% of users are between 25-34 years old, while 39% fall in the 35-44 age range.
• Engagement: US users' average time on Pinterest is 11 minutes and 25 seconds per visit. It ranks as the second most-visited social media site in the U.S. (15.85% of traffic share). Users from the U.S. and Canada account for over 75% of Pinterest’s total revenue (~$2.45 billion), with average revenue per user (ARPU) in North America significantly high at $25.52.

Related Read: How to Use Pinterest for Business: 5 Actionable Use Cases

10. Reddit

• Usage: Nearly 50% of Reddit’s daily active users are in the U.S., amounting to 48.2 million daily active users. The U.S. generated 394 million unique visitors in December 2024, making up 35.82% of all global monthly unique visitors.
• Demographics: About 44% of US users aged 18-29 use Reddit. 27% of the U.S. male population and 17% of the U.S. female population actively use Reddit.
• Engagement: 72% of U.S. Reddit users visit the platform primarily for entertainment. They spend an average of 30 minutes per day on Reddit, with nearly 16 minutes dedicated to reading posts. The platform drives over 6% of all social media website traffic in the U.S.

Related read: Four Reasons Reddit is Everywhere Right Now and What it Means for You

Top 10 social media statistics for America

Here are 10 revealing insights into how Americans interact with social media, highlighting key demographic trends, engagement shifts and social media consumer behavior shaping 2025.

1. Active users: As of January 2025, 246 million Americans use social media, covering 72.5% of the total population.

2. Growing numbers: Between January 2024 and January 2025, the U.S. social media user base grew by 7 million, a 2.93% increase, bringing the total from 239 million to 246 million users.

3. Age distribution: The largest group of U.S. social media users is [25-34] year olds, with 44.7 million monthly active users, followed by [35-44] year olds (40.9 million), [18-24] year olds (29.1 million), [45-54] year olds (33.9 million), [55-64] year olds (28.3 million and [65+] year olds (29.9 million).

4. Gender distribution: There are 120.7 million female users and 111.4 million male users on social media in the U.S.

5. Time spent online: Americans spend an average of 2 hours and 8 minutes daily on social media. This indicates that a significant portion of their day is dedicated to these platforms.

6. Influencer impact: Ad spending in U.S. influencer marketing is projected to hit $6.24 billion in 2025, with a CAGR of 8.79% through 2029. With brands allocating $19.26 per internet user, influencer-led campaigns remain a dominant force in digital advertising.

Learn More: The State of AI in Influencer Marketing

7. Social commerce: U.S. social commerce sales are expected to surpass $90 billion in 2025, up from nearly $64.8 billion in 2023. By 2028, the market is projected to reach almost $150 billion, showcasing the growing importance of social platforms in driving e-commerce.

8. Platform popularity: YouTube is the leading social media app in the US with the highest number of users, followed by LinkedIn and Facebook.

9. Internet user base: As of 2025, the U.S. population stands at 339.1 million, with 311.3 million Internet users, accounting for 91.8% of the population. Among these, 246 million are active social media users.

10. Mobile dominance: There are about 282.34 million Americans using the internet on smartphones. With US consumers favoring both smartphones and social media, mobile apps have become the main way for Americans to connect online.

Also read: Social Media Statistics: 100+ Platform-wise stats for 2025

Pro Tip: Now that you know when and how Americans are engaging with social media, it’s time to make that knowledge work for you! With Americans spending so much time on social media every day, why not post when they’re most likely to scroll? For example, your audience of 25–34-year-olds might be scrolling through Instagram during their lunch break or right after work. If you’re posting when they’re active, you’ll be right where the action is. But how do you manage all this efficiently?

That’s where Sprinklr Social comes in. Our Social Media Calendar allows you to:

• Visualize your posting schedule: Get a clear view of all your planned content in one place, making adjustments easy.

• Analyze audience behavior: Gain insights into when your followers are most active, helping you post at the best times for better social media ROI.

• Manage time zones effortlessly: If you have a global audience, easily switch between time zones to ensure timely posts for all regions.

Plan your social media strategy effectively with Sprinklr now.

REQUEST A DEMO

5 trending strategies for social media in America

As social media in America continues to evolve, brands are getting more creative with engaging their audiences. Here are five strategies for social media in America:

Spark engagement with short-form videos

Short-form videos continue to dominate social media, particularly on platforms like TikTok and Instagram. Brands that can leverage this trend with engaging, concise content are seeing impressive results.

For example, Chipotle’s #GuacDance challenge on TikTok was a massive success, generating over 250,000 video submissions and 430 million video starts during the campaign. This initiative highlighted the power of creative short-form videos to engage a wide audience and build a social media presence effectively.

Source

Leverage influencer collaborations

Influencer marketing remains a powerful way to increase brand credibility and engage new audiences. By collaborating with influencers who align with brand values, businesses can foster trust and increase customer engagement.

Kohler, for instance, partnered with influencers at Milan Design Week 2024 to showcase its designs. The collaboration garnered over 1.5 million views and 4.4 million Instagram Story impressions — proving the significant ROI influencer collaborations can generate for large enterprises.

Source

Helpful read: How to find influencers for social media: Top 8 tips

Drive revenue through social commerce

Social commerce is growing rapidly, with platforms like TikTok, Pinterest and Instagram offering businesses the ability to sell products directly within their platforms. In 2023, the US social commerce market generated $75.6 billion and is projected to reach $141 billion by 2028. A 2023 study revealed that 20.6% of digital buyers use Facebook for shopping, making it the top platform, followed by Instagram at 11.8% and YouTube at 10.7%.

Fashion Nova, a popular e-fashion brand, has effectively tapped into Instagram's vast audience and social commerce features, releasing over 1,000 new styles weekly and ranking as the most searched fashion brand on Google in 2018.

Helpful read: 5 Best Social Commerce Examples of All Time

Encourage user-generated content (UGC)

Encouraging users to create content that resonates with a brand’s mission can foster a sense of community and authenticity.

GoPro’s Million Dollar Challenge, which solicited over 42,000 user-generated videos, is a prime example of how UGC can not only engage existing customers but also attract new followers. By showcasing real experiences, GoPro has cultivated a loyal online community, amassing over 20.8 million followers on Instagram.

Source

Deep Dive: How to Leverage User-generated Content to Drive Engagement and Conversions on Social Media

Pro Tip: Encourage your audience to share their experiences by submitting photos, videos or stories about your brand. For example, run a campaign where customers post videos using your product. This not only showcases real-life usage but also engages your audience.

Sprinklr’s Social Media Publishing platform simplifies the process of curating and showcasing approved user content across platforms.

This tool allows you to:

• Organize UGC easily: Use the UGC board to gather and manage content submitted by fans, ensuring you can easily find and utilize the best posts.

• Streamline approvals: Implement custom approval workflows to maintain brand integrity and compliance when reposting user content.

• Amplify reach: Share user-generated content through your owned channels, enhancing authenticity and encouraging further engagement.

Enhance your UGC strategy with Sprinklr Social.

Request your demo today!

Personalize content to elevate customer experience

Brands are leveraging analytics to customize content and social media ads based on user preferences, enhancing customer experiences and boosting conversions.

McKinsey's research indicates that improving social media personalization could generate over $1 trillion in value across US industries, with 71% of consumers expecting tailored interactions. Successful personalization can increase revenue by up to 40%.

Spotify’s Wrapped campaign exemplifies this trend, offering users a fun, personalized recap of their year in music. This clever use of data keeps listeners engaged and encourages them to share their unique stats on social media. In 2021, over 120 million users explored their Wrapped, with nearly 60 million sharing results online. This is how Spotify turned listeners into brand advocates.

Must Read: Personalization is the Cornerstone of Effective Marketing and Here's Why

Top social media tools used by American companies

American brands use various tools to boost their online presence, from social media management and content creation to analytics. If you're looking to enhance your social media strategy, check out this curated list of must-have tools.

Social media management tools

1. Sprinklr Social

An enterprise-based social media management platform like Sprinklr Social is designed to manage social media across 30+ digital and social channels. Powered by AI, it helps you schedule, publish, analyze trends, engage followers and track ROI — all from one unified platform.

Top features:

✔️Unified Customer Experience Management (Unified-CXM): Manage customer interactions across all customer touchpoints on one platform for consistent, personalized experiences.

✔️Sprinklr AI+: Utilize generative AI effortlessly by streamlining workflows for customer-facing teams.

✔️Local Social Platform: Customize content and messaging for diverse audiences, supporting brands with a global presence.

Major brands such as Uber, Microsoft, Wells Fargo and the Prada Group trust Sprinklr. Try a demo to find out how Sprinklr can support your social media strategy in America.

Here are the Top 11 Social Media Management Tools for 2025

Content creation tools

1. Canva

Canva offers an intuitive design experience, turning ideas into stunning visuals quickly. From social media posts to presentations, its drag-and-drop interface makes it accessible even for non-designers.

2. Adobe Creative Cloud Express

Ideal for brands looking to craft high-quality content, Adobe Creative Cloud Express combines professional templates with integrated stock images, making it easy to create engaging visuals, videos and webpages that tell your brand's story.

Image creation and editing tools

1. Placeit

Placeit simplifies the creation of professional mockups, logos and promotional videos. Its easy-to-use interface helps brands quickly generate content that reflects their identity, perfect for high-quality, time-sensitive content.

2. Adobe Photoshop

For more advanced image editing, Adobe Photoshop remains the industry standard. With powerful AI-powered tools, it enables complex image manipulations and sophisticated visual content creation to help your brand stand out.

Social media analytics tools

1. Sprinklr Social Media Analytics and Reporting

An enterprise solution like Sprinklr’s Social Media Analytics and Reporting tool equips brands with real-time insights to track campaign performance, understand engagement metrics and improve customer interactions.

Key features:

💻Unified dashboard: Monitor the performance of both organic and paid content from a single view, allowing for quick adjustments and strategy optimization.

📈Real-time insights: Access immediate reports on trending conversations and campaign performance, helping brands stay ahead of the curve.

🤖Automated reporting: Save time with customizable automated reports to meet your specific needs.

Maximize your brand's reach and engagement with each campaign. Try Sprinklr today with a free demo.

2. Google Analytics

Google Analytics is essential for tracking how social media drives web traffic and conversions. With features like acquisition tracking, user behavior analysis and audience segmentation, it helps brands optimize their social media strategy to improve performance.

Here are the Top 7 Social Media Analytics Tools for 2025 and beyond

Social listening tools

1. Sprinklr Social Listening Tool

An advanced solution such as Sprinklr’s AI-powered social listening tool helps brands stay on top of customer sentiment, monitor trends and benchmark performance against competitors.

Key features:

💾Comprehensive data coverage: Monitor conversations across various sources to capture every relevant mention of your brand.

🤖Advanced AI capabilities: Utilize AI-backed social media sentiment analysis and emotion detection capabilities, providing deeper insights into customer opinions.

📊Real-time insights: Surface trends and anomalies from tons of data points, enabling swift responses to emerging issues.

Keen to learn more? Try a demo today!

Here are the 10 Best Social Listening Tools for 2025 and beyond!

Final thoughts

Social media in America is like a 24/7 BBQ — there’s always something sizzling and if you’re not careful, you might miss out on the best part. As trends, memes and viral moments heat up and to stay relevant and continue driving engagement in 2025 and beyond, you need to adapt and innovate.

With Sprinklr Social, you can flip, grill and serve up social content like a pro. Ready to own the social game and keep your brand as hot as a Fourth of July firework?

Get started with Sprinklr today and stay ahead in the fast-paced world of social media.