Social media isn’t just a trend now - it’s the way how people connect, shop, and discover new things on a day-to-day basis. Whether you’re a small business owner, marketer, or just someone curious about how big social media really is, these statistics will give you a clear picture of what’s going on right now.

Highlights

• Over 5.17 billion people use social media in 2025, making it a must-have channel for brands.

• People spend 2 hours 27 minutes daily on social platforms, prime time for marketers.

• Facebook, YouTube, and Instagram lead, while TikTok and LinkedIn continue strong growth.

• Short-form videos dominate, with Reels, TikTok, and YouTube Shorts driving massive engagement.

• Video content is king, 91% of consumers want more videos from brands.

• Influencer marketing is booming, with 69% of brands increasing creator budgets.

• Micro-influencers deliver 60% higher engagement than big celebrities.

• 40% of people discover products through social media, making platforms new search engines.

• Social media ads continue rising, with global ad spend projected to hit $255B by 2028.

Social & Content Insights: What the Data Reveals

1. The Big Picture :-

• Over 5.17 billion people use social media as of 2025 - one out of every two people in the world. That is almost everybody who you know is scrolling, liking or sharing something every day.

• The average time spent by a person on social media is approximately 2 hours and 27 minutes daily. That is the most appropriate place to draw the attention of marketers.

• Facebook, YouTube, and Instagram are on top, but TikTok and LinkedIn are rapidly expanding their reach and interaction.

(Source: DATAREPORTAL)

2. Platform-Specific Insights :-

• Facebook

  • Continues to be the biggest network with more than 3 billion monthly active users.

  • 1.96 billion people use Facebook on a daily basis.

  • Facebook Groups and Marketplace continue to grow, indicating users prefer community and shopping experiences.

• Instagram

  • With 2 billion monthly users, and almost 60% of users aged between 18–34.

  • Reels are taking over - over 30% of the entire interaction is now comprised of short-form videos.

(Source: BACKLINKO)

• TikTok

  • Over 1.5 billion users and growing. The average duration spent on Tik Tok is more than 10 minutes, more than any other platform.

  • 68% of users say they found new products on TikTok.

(Source: SproutSocial)

• YouTube

  • 2.7 billion users, making it the second most-used platform in the world. Over 500 hours of video are uploaded every minute.

  • The number of people watching YouTube Shorts is 2 billion every month - people are not slowing down in watching short-form content.

(Source: SocialPilot)

• LinkedIn

  • Have over 1 billion members worldwide.

  • Content impressions are 15 times greater compared to job posts.

  • 77% of marketers say LinkedIn generates the highest B2B performance.

(Source: IndianExpress)

• X (formerly Twitter)

  • 650 million users are active globally. X is used by 82% of B2B content marketers in their organic marketing.

  • The average daily time spent is around 30 minutes.

(Source: SEO.AI)

Short and timely posting with visuals or quick facts get more engagement than plain text.

3. Video Dominates Everything

• 91% of consumers want to see more video content from brands. Consumers desire real and aesthetically pleasing content that will make them associate and feel personal with the brands.

• 84% of marketers say video helps them get leads. Marketers rely on videos to streamline ideas and develop prospects through the funnel.

• Social videos get up to 1,200% more shares than text and image posts combined. Video drives high engagement across all social platforms.

(Source: Vidico)

4. Influencers and User-Generated Content (UGC)

• 69% of brands plan to increase influencer budgets this year. With influencer marketing leading the way as the most profitable ROI, companies are spending more on creators, who can establish a meaningful relationship with their followers in the long term.

• Micro-influencers (10K–100K followers) deliver 60% higher engagement than big names. Their smaller and loyal followers are dependent on what they advise, and the interaction and conversion rates are increased.

• 90% of consumers say authenticity is key when selecting brands. Consumers associate themselves with authentic brands that are real and sincere writing is becoming more potent.

(Source: BrandWatch)

5. Social Commerce is Rising

• Almost 40% of people now use social media to find products. Social platforms are the new search engines, and the purchase decision is made on the images, reviews, and influencer content.

7. Engagement and Behavior Trends

• Stories and short content continue to drive higher daily engagement. Short-lived content creates a sense of urgency and authenticity that keeps audiences coming back daily.

• Posts with emojis see 48% more interaction. Emojis humanize brand messaging and make content feel more relatable and emotionally expressive.

• User-generated content gets 4x higher click-through than brand content. People trust real experiences from other users more than polished brand promotions, boosting credibility and conversions.

• Social customer care matters: 78% of consumers expect brands to respond on social within 24 hours.

(Source: YouGov)

8. What These Stats Mean for You

The numbers don’t lie - social media is more powerful and personal than ever. People want real connections, valuable content, and quick responses. Focus on the 2–3 platforms where your audience spends time, use videos and UGC to grab attention, track engagement monthly, and stay consistent - because authenticity and activity are what truly wins on social media. Keep showing up, and your audience will start showing up for you.

Final Thoughts

Social media is ever shifting however one aspect remains constant and that is that people love to get connected with others. Growth will be a natural by-product of appearing regularly, being authentic and genuinely human, and remaining on brand. In case you are willing to take your online presence to the next stage, contact us or visit our social media services and see how we can assist you in enlarging your community and actual connections.