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.<\/p>\n\n\n\n
That\u2019s 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.<\/p>\n\n\n\n
Where People Are Spending Their Time<\/h2>\n\n\n\n
In 2025, social media users aren\u2019t just sticking to one app. They\u2019re active across multiple platforms<\/a>, and each one plays a unique role in the content and advertising ecosystem.<\/p>\n\n\n\n Let\u2019s start with scale. According to Statista<\/a>, Facebook continues to lead with 3.07 billion monthly active users, maintaining its position as the largest social network in the world. <\/p>\n\n\n\n YouTube comes in second with 2.5 billion monthly active users, followed by WhatsApp and Instagram\u2014both part of Meta\u2019s ecosystem\u2014with around 2 billion users each. <\/p>\n\n\n\n TikTok, despite being younger than its competitors, now commands 1.58 billion monthly active users. <\/p>\n\n\n\n Platforms like Telegram (1 billion), LinkedIn (930 million), and Snapchat (850 million) also show strong, consistent engagement, especially in niche or regional markets.<\/p>\n\n\n\n For media buyers, these numbers are mostly about intent:<\/p>\n\n\n\n It\u2019s also critical to understand how users interact with these platforms. For example<\/a>, 99.3% of Facebook users access the platform via mobile, which means that if your ad creatives aren\u2019t optimized for vertical formats, you\u2019re likely losing engagement.<\/p>\n\n\n\n A platform-agnostic strategy won\u2019t 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.<\/p>\n\n\n\n Social media ad spend<\/a> is expected to hit $276.7 billion in 2025, up from around $247B in 2024. That\u2019s nearly 30% of all global digital ad budgets, and 83% of that spend is going to mobile by 2030.<\/p>\n\n\n\n And here\u2019s a stat to keep in mind: on average, brands are spending $46.47 to reach each social media user.<\/p>\n\n\n\n Budgets are going up, but so is the pressure to perform. If you\u2019re spending more, you need better targeting, better creative, and smarter tracking. Mobile-first isn’t a nice-to-have anymore; it’s required.<\/p>\n\n\n\n In 2025<\/a>, 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.<\/p>\n\n\n\n YouTube isn\u2019t slowing down either. The average mobile user spends almost 49 minutes a day watching content there.<\/p>\n\n\n\n If video isn\u2019t 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.<\/p>\n\n\n\n In the US, social commerce sales are projected<\/a> to hit $90 billion in 2025, up from $64.8B in 2023. By 2028, that number could reach $150B.<\/p>\n\n\n\n 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.<\/p>\n\n\n\n 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\u2019re not enabling in-platform shopping, you’re leaving money on the table.<\/p>\n\n\n\n Consumers are looking for more than just ads\u2014they want connection. 48% of users say<\/a> they\u2019re engaging with brands more often than they were six months ago, and 90% rely on social to keep up with cultural moments.<\/p>\n\n\n\n And here\u2019s a big engagement tip<\/a>: when brands comment on creators\u2019 posts, engagement goes up by 1.6\u00d7.<\/p>\n\n\n\n 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\u2019re paying attention.<\/p>\n\n\n\n![\"social](\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfCHaEFkZJk9pIU_2khVrX2snytl78cGsgdhGLdFqH6oodjAlJDByS1_thkQVYwqxYeQshizXDa1pjp6rhUPyhB6KCL5PxZ3mCtSE1ERNYT9GluM4eode0w4KuHHCj8l9FgGGQpbQ?key=E-_WvcnVzyGCq4th0Bp5ng\")
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Ad Spend Is Rising, So Are Expectations<\/h2>\n\n\n\n
Video Is Dominating<\/h2>\n\n\n\n
Social Commerce Is Officially Mainstream<\/h2>\n\n\n\n
People Expect Brands to Show Up and Speak Up<\/h2>\n\n\n\n
AI Is Changing Everything Behind the Scenes<\/h2>\n\n\n\n
![\"social](\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcvioTg9vYdc-8Qt9TAWaZ0ErcP2wU4ZbZZN6QvtLUvTvaV1egr_u-bdU7zmAtJyAjbEQ4-8hU2Ez8mk40kKZPEeiWjN7LbK_vtFvQcbZp85yB8gAEatIbL0M9OTxbHVDeDlgYz?key=E-_WvcnVzyGCq4th0Bp5ng\")