Social Media Marketing vs Traditional Marketing
It’s no secret that social media has taken over the world, social media started as a way for people to stay connected with friends and family.
Top 10 Social Media Stats Every Marketer Needs To Know
Social media is more than just a place to scroll. It is where more than half of the world's population connects, engages, and makes buying decisions.
Written By Andy Hodson
Apr 2025 / Reading Length: 5 minutes
Social media is more than just a place to scroll. It is where more than half of the world’s population connects, engages, and makes buying decisions.
Whether it’s through Facebook groups, TikTok trends, or curated Instagram feeds, social media is now a cornerstone of digital marketing.
To stay ahead in this ever-evolving space, it’s crucial to understand the latest trends and stats that define the social media landscape. Here are 10 essential social media statistics that every marketer should have on their radar:
Social Media Usage Keeps Climbing
Social media isn’t just popular, it’s practically universal. According to We Are Social’s 2025 Global Overview Report, over five billion people are now active on social media. For context, that’s up from just 415 million in 2018, a massive jump in just a few years.
With new platforms emerging and younger generations spending more time online, the number of users is expected to keep growing.
YouTube Is King Across All Age Groups
No matter the generation, Gen Z, Millennials, Gen X, or Boomers, YouTube consistently ranks as the most-used platform.
Here’s a quick breakdown by age group (source: Statista):
- 18–29: YouTube (93%), Instagram (76%), Facebook (68%), Snapchat (65%)
- 30–49: YouTube (94%), Facebook (78%), Instagram (66%), Pinterest (43%)
- 50–64: YouTube (86%), Facebook (70%), Instagram (36%), LinkedIn (30%)
- 65+: YouTube (65%), Facebook (59%), Pinterest (22%), Instagram (19%)
Video content continues to dominate, whether it’s music, how-tos, comedy, or news.
Audiences Expect Value, Not Just Noise
Users are quick to disengage from brands that spam their feeds. According to Hootsuite, these are the top reasons users unfollow brands:
- Clickbait or misleading posts
- Overly political or sensitive content (64% of consumers will boycott brands that misalign with their values, Edelman)
- Failing to respond or engage with their audience
Tip: Treat social media as a two-way street, listen, respond, and deliver real value.
AI Is Now A Key Player In Social Media Marketing
More marketers are turning to AI to streamline their efforts. About 42% are already using AI tools for content creation, and 14% of SMBs use AI to boost their social media marketing (Statista).
AI can help you move faster and work smarter but it’s vital to keep content authentic and relatable.
Users Are Wary Of AI Deepfakes
Despite AI’s benefits, 70% of social media users express concern about deepfakes and misleading content (Statista).
As a brand, it’s important to use AI responsibly, focus on transparency, accuracy, and that essential human touch.
X Still Sees High Engagement
Despite controversies and advertiser pullbacks, X remains a highly active platform. According to Sprout Social:
- Nearly 50% of social media users have an X account
- 364 billion seconds of user activity and 8.3 billion video views occur daily
- 59% use X to keep up with breaking news
It’s worth keeping X in the mix, especially for real-time updates and news-driven content.
TikTok Dominates Among Gen Z & Millennials
TikTok shows no signs of slowing down, even amid talk of regulation. According to Semrush:
- TikTok gets 2.65 billion monthly visits
- Android users spend an average of 35 hours/month on the app
- The largest user group: 25–34-year-olds (35.3%), followed by 18–24-year-olds (30.7%)
More than just entertainment, TikTok is becoming a top platform for product discovery and search.
Instagram Remains A Power Player
Owned by Meta, Instagram continues to thrive with over 1.74 billion monthly users (Datareportal). It’s especially popular for customer service and brand engagement.
69% of users say Instagram has the most engaging brand content
44% want brands to post more on the platform (Sprout Social)
If you’re not prioritising Instagram in your strategy, you may be missing out.
Facebook Still Holds The Crown (For Now)
Even with competition heating up, Facebook remains the largest platform:
- 96% of social media users still have a Facebook account
- Over 3 billion monthly active users
- 86% of marketers use it (Statista)
Depending on your audience, Facebook can still be a valuable space for community-building and reach.
Video Content Is Still The MVP
Short-form video continues to be the most engaging format across all major platforms. A report from Wyzowl reveals:
- 89% of consumers want more video from brands
- 52% are more likely to share video over any other type of content
Whether it’s Reels, Shorts, or Stories, investing in video is one of the smartest moves you can make.
Ready To Level Up Your Social Media Game?
Social media offers unmatched access to global audiences—but success takes more than just showing up. Learn how to master each platform with DMI’s Social Media Platforms short course.
You’ll dive into research, content creation, and strategic execution across Facebook, Instagram, TikTok, LinkedIn, X, and more.
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