Billions of people use social media every day to scroll, shop, share, and stay connected. For media buyers and advertisers, that means big opportunities and big shifts to keep up with.
We went deep into the latest reports and data to pull out the most important numbers shaping social media globally this year. If you’re running ads, managing campaigns, or planning budgets, these are the trends you need to know.
Social Media Use Keeps Growing
Let’s start with the big picture: as of April 2025, there are 5.24 billion active social media users around the world. That’s almost 64% of the global population, and it’s a 4.1% jump from last year.
The average user now spends 2 hours and 21 minutes per day on social platforms, and they use nearly seven different platforms a month. Combined, all that scrolling adds up to 14 billion hours of social media usage per day.
That’s a ton of attention. For media buyers, it means more chances to get in front of the right people, multiple times a day, across different platforms. It also means your strategy has to be cross-platform, mobile-ready, and always-on.
Where People Are Spending Their Time
In 2025, social media users aren’t just sticking to one app. They’re active across multiple platforms, and each one plays a unique role in the content and advertising ecosystem.
Let’s start with scale. According to Statista, Facebook continues to lead with 3.07 billion monthly active users, maintaining its position as the largest social network in the world.
YouTube comes in second with 2.5 billion monthly active users, followed by WhatsApp and Instagram—both part of Meta’s ecosystem—with around 2 billion users each.
TikTok, despite being younger than its competitors, now commands 1.58 billion monthly active users.
Platforms like Telegram (1 billion), LinkedIn (930 million), and Snapchat (850 million) also show strong, consistent engagement, especially in niche or regional markets.
For media buyers, these numbers are mostly about intent:
- Facebook still dominates when it comes to broad demographic reach and community-focused content.
- YouTube is the go-to for how-to videos, long-form content, and product reviews, making it a powerful platform for mid- to lower-funnel ad strategies.
- Instagram and TikTok shine in product discovery and brand storytelling. Particularly through short form videos that blend entertainment with inspiration.
- LinkedIn, meanwhile, remains the most valuable environment for reaching professionals, particularly in B2B, finance, and tech.
It’s also critical to understand how users interact with these platforms. For example, 99.3% of Facebook users access the platform via mobile, which means that if your ad creatives aren’t optimized for vertical formats, you’re likely losing engagement.
A platform-agnostic strategy won’t cut it in 2025. Successful campaigns tailor creative, messaging, and format to each platform’s strengths and user behavior. Facebook is still unbeatable for volume. TikTok and Instagram drive trend-based discovery. YouTube is ideal for educational and persuasive storytelling. And platforms like LinkedIn and Telegram can help you cut through to highly specific audiences, if you meet them where they are.
Ad Spend Is Rising, So Are Expectations
Social media ad spend is expected to hit $276.7 billion in 2025, up from around $247B in 2024. That’s nearly 30% of all global digital ad budgets, and 83% of that spend is going to mobile by 2030.
And here’s a stat to keep in mind: on average, brands are spending $46.47 to reach each social media user.
Budgets are going up, but so is the pressure to perform. If you’re spending more, you need better targeting, better creative, and smarter tracking. Mobile-first isn’t a nice-to-have anymore; it’s required.
Video Is Dominating
In 2025, 89% of businesses are using video marketing. And for good reason: it works. Reels now make up over half of Instagram usage, and TikTok continues to drive conversions, and 78% of users say short-form video helps them discover new products.
YouTube isn’t slowing down either. The average mobile user spends almost 49 minutes a day watching content there.
If video isn’t a key part of your ad strategy, you’re behind. Short-form is great for reach, but long-form and livestreams offer mid-funnel value. Diversify your formats to match your customer journey.
Social Commerce Is Officially Mainstream
In the US, social commerce sales are projected to hit $90 billion in 2025, up from $64.8B in 2023. By 2028, that number could reach $150B.
Where are people buying? Facebook leads with 39% of all social-driven purchases, followed by TikTok at 36% and Instagram at 29%. For younger users, in-app shopping is second nature. Half of Gen Z has made purchases directly on a social platform.
Your ads can be the store. With features like TikTok Shop and IG Checkout, the journey from click to cart is faster than ever. If you’re not enabling in-platform shopping, you’re leaving money on the table.
People Expect Brands to Show Up and Speak Up
Consumers are looking for more than just ads—they want connection. 48% of users say they’re engaging with brands more often than they were six months ago, and 90% rely on social to keep up with cultural moments.
And here’s a big engagement tip: when brands comment on creators’ posts, engagement goes up by 1.6×.
Social media is interactive, not transactional. Your brand should act like a person, not a billboard. Participate in conversations, engage with creators, and show you’re paying attention.
AI Is Changing Everything Behind the Scenes
69% of marketers say AI is revolutionizing content creation, and 83% are using it to crank out more assets—up to 72 posts per week in some cases.
Looking forward, 94% of digital ad revenue is expected to be AI-influenced by 2029.
AI is no longer optional. Whether you’re using it for targeting, bidding, testing, or creative generation, automation is key to scaling campaigns and saving time. But don’t sacrifice brand voice. Use AI to speed up, not to water down.
Top-4 Social Media Trends for Media Buyers in 2025
1. Video Isn’t Just Part of Your Strategy—It Is the Strategy
Short-form video is the best-performing format across every major platform. But don’t stop there. Mid- and long-form video, livestreams, and interactive formats can support deeper engagement and help convert viewers into customers.
2. Social Commerce is no Longer Optional
From impulse buys on TikTok to Instagram Reels that click straight to checkout, platforms are now retail environments. If your funnel doesn’t support end-to-end shopping, you’re missing out on a huge revenue channel.
3. AI Should Be Built into Every Stage of Your Workflow
Creative, targeting, analytics, performance optimization: AI can do a lot. Use it to move faster, test more often, and scale without burning out your team.
4. Community > Content
People don’t want to be sold to, they want to be spoken with. Show up, engage with creators, and build conversations into your campaigns. It’s not just about attention anymore; it’s about trust.
