Global Social Media Usage

Total Users: Approximately 5.42 billion people worldwide are active on social media in 2025.

Platform Diversity: On average, individuals engage with about 6.83 different social networks each month.

Advertising Trends & ROI

  • Ad Spend: Social media advertising expenditures are projected to reach $276.7 billion in 2025.
  • Mobile Dominance: By 2030, 83% of social media ad spending is expected to be generated through mobile devices.
  • Digital Advertising Share: Social media ads account for 30% of all digital advertising spending.
  • Brand Awareness: Among internet users aged 16 to 34, social media ads are the leading source of brand awareness.​

Video Content & Engagement

  • Consumer Preferences: 78% of consumers prefer learning about new products via short-form video content.
  • Instagram Usage: Users spend 50% of their time on Instagram watching Reels.
  • Purchase Intent: 29% of social media users anticipate making more purchases based on content they see on Instagram in 2025.​

Demographics & Platform Insights

  • Most Used Platforms in the U.S.:
    • YouTube leads across all age groups.
    • Facebook remains popular, especially among users aged 30 and above.
  • Active Demographics:
    • Millennials are the most active demographic on social media, with 69.2% estimated to be using social media in 2025.
    • Gen Z females (16–24) spend an average of 2 hours and 59 minutes daily on social media.​

Influencer Marketing & Authenticity

  • Consumer Expectations: Audiences are seeking original, entertaining content that humanizes brands.
  • Engagement Rates:
    • Nano-influencers (1k–10k followers) have the highest average engagement rate at 2.19%.
    • Micro-influencers (10k–50k followers) average a 0.99% engagement rate.

Optimal Posting Times on Facebook

  • Best Times to Post:
    • Weekdays between 8 a.m. and noon show the highest engagement.
    • Wednesdays are particularly active, with peak times from 8–11 a.m. and again at 3 p.m.
  • Industry-Specific Insights:
    • Educational institutions see the best engagement on Wednesdays and Thursdays between 9–11 a.m.
    • Financial services perform well on Tuesdays and Thursdays around 9–10 a.m.

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