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

The future of marketing is data driven. McKinsey research shows that B2B companies using service and marketing analytics are 1.5 times more likely to achieve above-average growth rates than competitors. Social media statistics play a key role here as they reveal economic headwinds, emerging trends, and opportunities that keep you ahead of the pack.   

From predicting social media ROI to uncovering golden posting times, there’s a lot that platform-specific statistics divulge. Used smartly, they can mitigate risks associated with marketing and advertising. This article lists key social media statistics for 8 mainstream social platforms to help savvy marketers and brands shape decisions and drive real impact in 2025. 

Top social media statistics that marketers should know

Research claims that 61% of American online shoppers are likely to buy from brands or products because of social media suggestions. This means tracking social media statistics is non-negotiable for savvy marketers. Here are the top social media statistics by platform you must know as an enterprise: 

Facebook statistics

• Monthly active users: 3.07 billion as of December 2023 (Meta stopped reporting these numbers after that) 
• Daily active users: 2.11 billion 
• Time spent: 19 hours 47 minutes (per user per month) 

 Key statistics to know: 

1. Urban vs rural: Facebook is most popular among suburban and rural communities, with 74% of rural population using the platform compared to 67% of urban population. 
2. Devices used: Mobile is the most-used device, with over 98% of users logging in through their mobile devices. About 1.5% of users log in through their laptops or desktops.  
3. Business and shopping: Facebook is the largest market for U.S. social commerce, with 67.8 million buyers as of 2024. This is projected to grow to 69.4 million by 2025. 
4. Ad revenue: Global ad revenue from Facebook advertising is expected to exceed $127 billion by 2027. At present, it accounts for roughly 19% of global ad revenue. 
5. Most liked pages: Christiano Ronaldo’s page has the most likes on Facebook, as of Oct, 2024. Among brands, Samsung leads the way with 161.9 million likes.  
6. Fake accounts and spam: In Q4 2023, Meta removed more than 2.6 billion fake Facebook accounts and 1.4 million pieces of spam. 

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Instagram statistics 

• Monthly active users: 2 billion  
• Daily active users: 500 million 
• Time spent: 15 hours 50 minutes (per user per month) 

 Key statistics to know: 

1. Income parity: Instagram is particularly popular among high-income households in the U.S. with over 54% of people earning more than USD 70,000 per annum using the platform. 
2. Most popular content: According to a 2023 Statista report, 50% of Instagrammers seek funny content on the platform, 46% creative content, 41% informative and 37% relaxing.  
3. Gender split: 49.4% females and 50.6% males is the gender of split of Instagram users in 2024. 
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4. Customer service: Instagram is the second-most popular channel for customer service, with 35% of users and 60% of marketers using it for customer support.  
5. Engagement levels: Instagram ranks among the highest social media engagement levels, with 4.2 billion likes clicked on daily. It has an average engagement rate of 0.71% for all types of posts.  
6. Business and shopping: Instagram advertising has a potential reach of 849 million users. Reel ads are estimated to reach more than 675 million people. On the customer side, 62.2% of users actively follow and research brands on the platform.  
7. Influencer impact: Nearly 81% of American marketers use Instagram marketing for influencer campaigns, making it among the most popular platforms for influencer marketing. 

YouTube statistics

• Monthly active users: 2.7 billion  
• Daily active users: 122 million 
• Time spent: 28 hours 05 minutes (per user per month) 

 Key statistics to know: 

1. Devices used: Almost 90% of YouTube views come from mobile devices.   
2. Traffic: YouTube had 1.3 triilion visits in 2023, 88% from mobile devices. Among countries, the US contributed the largest chunk of traffic to YouTube. YouTube is almost as popular as Instagram. 54% of social media users turn to it for searches.  
3. Video marketing: 90% of businesses that leverage video marketing prefer YouTube over other social media platforms.  
4. Business and shopping: YouTube ads reach 2.53 billion users per month, making it one of the most effective social advertising platforms. YouTube's advertising revenues globally were USD 8.1 billion in the first quarter of 2024, a 21% increase YoY.  
5. Most subscriptions: MrBeast’s channel is the most subscribed on YouTube with 317 subscribers. T-Series has the maximum subscriptions among brands.  
6. Paid subscribers: YouTube has over 100 million premium and music subscribers. 

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👉Also read: Best Time to Post on YouTube 

TikTok statistics 

• Monthly active users: 1.5 billion 
• Time spent: 34 hours (per user per month) 

 Key statistics to know: 

1. Young audience: About 69.4% of TikTok users belong to the 18–34-year age bracket and 15% to 35-44 bracket.  
2. Income parity: TikTok is more popular among lower-income households in the U.S. Households with income less than USD 30,000 per annum have 37% TikTok usage compared with 26% of users earning more than USD 100,000.  
3. Political bend: About 36% of TikTok users are liberal while 30% are considered conservatives. 
4. Ad reach: TikTok has the third-highest ad reach among all social media platforms with a 1.690 billion audience reach. 
5. Social commerce: TikTok shopping and social commerce reach is estimated to grow to 37.8 million buyers by 2025.  
6. Business spend: Forrester research indicates that 67% of decision-makers in U.S. B2C marketing plan to increase spending on TikTok despite a potential ban coming up in the country. Only 7% plan to reduce investment.  

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LinkedIn statistics 

• Monthly active users: 571 million 
• Daily active users: 310 million 
• Time spent: 51 minutes (per user per month) 

 Key statistics to know: 

1. Growth: LinkedIn has over a billion users and more than 67 million businesses across 200 countries and the social platform is growing fast, with the platform's user base expected to increase by 22.3% between 2024 and 2028, to reach an estimated user base of 942.84 million by 2028.  
2. Video adoption: Video formats on LinkedIn are becoming popular, with viewership up 36% YoY. Weekly immersive video views have grown 6 times QoQ.  
3. Income parity: A staggering 53% of LinkedIn users earn over USD 100,000 a year.  
4. Education: Over 54% of LinkedIn users are college graduates. Of these, 10 million are C-level executives and 180 million are senior-level influencers.  
5. Ad reach: LinkedIn advertising ranks fifth among all social platforms when it comes to ad reach with a potential of 1.15 billion users impacted.

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 X (formerly Twitter) statistics 

• Monthly active users: 611 million 
• Daily active users: 250 million 
• Time spent: 4 hours 40 minutes (per user per month) 

 Key statistics to know: 

1. Income parity: X (formerly Twitter) is mostly used by high-income households in the U.S. with over 24% of people earning more than USD 70,000 per annum using the platform. This compares with 15% of those with earnings below $30,000. 
2. Activity share: 92% of all tweets come from 10% of X (formerly Twitter) users. 
3. Device usage: Of all visits, 2.5 billion on X (formerly Twitter) are via mobile and 1.9 billion via desktop. 
4. Platform perception: About 41% of 18 to 34-year-olds have a favorable opinion of X (formerly Twitter) while only 24% of those aged 65+ years say the same. On the flip side, 26% of 18 to 34-year-olds hold an unfavorable opinion of the platform and 42% of people between 45 and 64 years think unfavorably of it. 
5. Ad reach: X (formerly Twitter) has an ad reach of 590 million. However, since Elon Musk’s takeover of Twitter in October 2022, over 600 of its top 1,000 advertisers have cut back on spending, which led to a 60% drop in ad revenue for the platform between October 2022 and January 2023 and has dropped another 24% in the first six months of 2024. 

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

Snapchat statistics 

• Monthly active users: 850 million 
• Daily active users: 443 million 
• Time spent: 3 hours 33 minutes (per month) 

 Key statistics to know: 

1. Younger appeal: Snapchat’s own data says that 75% of people aged 13-34 across 25 countries use the social platform and they have a combined spending power of $5 trillion.  
2. Income parity: Snapchat is popular among all income groups but those earning less than $70,000 a year make up a bigger portion of its audience.  
3. AR use: Snapchat’s Lens Studio that supports creating AR experiences has more than 375,000 creators since its launch in 2017 who have created over 4 million lenses that have been viewed over 4.5 trillion times. The company is constantly introducing new features coupled with genAI to improve its reach.  
4. Ad reach: Snapchat’s ad reach has a potential of 706 million users who can be impacted.  

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Pinterest statistics 

• Monthly active users: 537 million 
• Time spent: 1 hour 49 minutes (per user per month) 

 Key statistics to know: 

1. Income parity: Pinterest is most popular among higher-income groups. More than 39% of people who earn over $70,000 a year identify as Pinners.  
2. Business appeal: Pinterest reports that 80% of its weekly Pinners find the shopping experience inspiring.  
3. User satisfaction: As of 2023, Pinterest scores 73 out of 100 points for user satisfaction, ranking higher than LinkedIn, X (formerly Twitter), Instagram and Facebook in terms of user approval. 
4. Discovery potential: About 96% of top searches on Pinterest are unbranded, making new brand discovery on Pinterest highly likely.   

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Key social media statistics for enterprises 

For large enterprises, social media has specific relevance when it comes to brand awareness, monitoring global consumer trends, crisis management, and keeping up with customers in diverse international markets.   

Unlike small and mid-sized businesses that typically focus on direct customer engagement and local audience targeting, enterprises often require cutting-edge analytics and automation to sift through large volumes of data and interactions across multiple channels simultaneously.   

As a large enterprise, here are some social media statistics you must know:  

1. Social media usage: About 60.9 % of EU enterprises had a social media presence in 2023, with over 8 in 10 large enterprises (86%) reported using social media compared with 58% of small businesses.  
2. Number of accounts: As of 2024, 74% of Fortune 500 executives have at least one social media account.  
3. Popular platforms: LinkedIn is the most popular social media platform among these executives, with 98% of those surveyed on the platform. X (formerly Twitter) is used by 25% of them and only 4% have a Facebook account.  
4. Unpopular platforms: X (formerly Twitter) has seen a decline in popularity although 59% of marketers still have an official branded handle on the platform. 
5. LinkedIn love: As of 2024, Forrester’s research shows that 87% of marketing leaders in large B2B enterprises have a paid relationship with LinkedIn.  
6. Most engaged posts: Posts where CEOs highlighted employee accomplishments, leadership changes or employee-led philanthropy were 3x more likely to exceed engagement benchmarks on social media than any other topic. B2B executives found leadership content from organizations more trustworthy than marketing materials and product sheets. 
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7. Leader priorities: According to Forrester, 83% of American B2C marketing executives want to consolidate their social media tools into a unified platform. 81% intend to evaluate their social suite in 2025. 
8. Social commerce: It is picking up speed across the board with most marketers from large enterprises planning a 10% shift of their performance media budgets to social commerce. 

Executive Trend: Share of Voice is a Key Popularity Indicator for Fashion Brands  Share of voice is the volume of mentions a brand has on social media compared to its competitors. In the fashion industry, Zara dominates SoV across all social channels.   

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The top 10 fashion retailers with the highest share of voice in 2023.  

1. Zara: 14.6 % 
2. H&M: 8.46 % 
3. SheIn: 8.38% 
4. Pretty Little Thing: 5.46% 
5. ASOS: 5.14% 
6. Hugo Boss: 3.99% 
7. NA-KD Fashion: 3.15% 
8. Mango: 3.11% 
9. Primark: 2.3% 
10. Boohoo: 2.26% 

You can monitor your own share of voice on social media and benchmark against competition with Sprinklr’s industry insights and competitive intelligence solution.    

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Social media statistics give you the data that can ultimately help you innovate strategies to adapt to the digital landscape evolving at lightning speed and get ahead of the competition. When you combine these numbers with the power of a future-ready platform, you can elevate your social media marketing and management to the next level.  

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