60+ Essential Social Media Marketing Statistics for 2025

By: Ashley P.Update: December 02, 2024

Keeping track of social media marketing statistics is important to any marketer looking to launch a social media campaign. After all, social media never stops changing, so marketing teams across the world have to keep up.

To make your work easier, we’ve compiled over 60 essential trends and insights into the social media marketing landscape and emerging tools, such as a QR code generator for social networking.

Let’s take a look at what marketing is like in social media today.

Table of Contents

Part I. Social media marketing stats in terms of usage
Part II. Trends in social media video advertising
Part III. Social media marketing statistics per platform
Part IV. Regional social media statistics
How effective is social media for marketing?
Reasons why marketing is so powerful in social media
QR codes: The perfect social media marketing tool
Level up your social media marketing strategies with QR TIGER

Part I. Social media marketing stats in terms of usage

People from all walks of life use social media in one way or another. Marketers need to know about these groups for the most effective marketing trends and strategies.

256 million new users joined social media since last year

A report from Kepios revealed that over the past year, more than a quarter of a billion people signed up to social media platforms. This marks a 5.2% growth in number, with an average of 8.1 new users every second.

This brings the total number of social media users to 5.22 billion at the start of October 2024.

Pro Tip: If you have a presence across several social media platforms, use a QR code for all social media to help customers connect with you with only one scan!

Men aged 35 and over are more likely to choose WhatsApp as their favorite platform

Additionally, social media marketing stats from the same report suggest that WhatsApp is the favored social media platform for men aged 35 and above. For men aged 34 and below, that spot would belong to Instagram.

On the other hand, Instagram seems to be the favorite app of most women between the ages of 16 and 44. For those who are older, WhatsApp takes the number one spot.

More than 50% of users use social media to connect with friends and family

Data from GWI revealed that 51.5% of social media users aged 16 and above primarily use social media as a way to keep in touch with family and friends.

Who uses social media most to connect with friends and family? We might assume that the younger generation does.

But looking at it by age group, we can see a trend that older people use social media more to stay connected with the people in their lives. More significantly, people 5 years past the retirement age use it the most.

16 to 24: 48.3%
25 to 34: 48.0%
35 to 44: 52.5%
45 to 54: 55.1%
55 to 64: 56.6%
65 and beyond: 58.3%

The typical social media user spends more than 2 hours a day on social media

According to even more data from GWI, social media users spend an average of 2 hours 19 minutes per day.

Considering that most people sleep for 7 or 8 hours daily, this statistic suggests that users spend about 14% of their waking lives on social media.

The typical user would visit 6.8 different platforms a month on average within this time.

TikTok stands out as the fastest-growing platform, with a 100% user growth rate

According to an analysis by Target Internet, TikTok experienced major growth between 2020 and 2022. In the span of two years, the platform’s users have grown from 800 million to 1.6 billion, a growth rate of 100%.

In the same period, Instagram and Snapchat were the only other platforms to experience significant growth (47.8% and 45.81%, respectively).

Did you know that a TikTok QR code exists? This makes connection and interaction a lot easier.

Part II. Trends in social media video advertising

Video advertising is still one of the most effective ways to market a brand. Thanks to social media, it has also become a more impactful strategy for businesses worldwide.

Spending on digital advertising with short-form videos is expected to reach a market value of US$145.8 billion by 2028

According to statistics released by Statista, ad spending on short-form videos is expected to grow at a rate of 10.04% between 2024 and 2028.

This compound annual growth rate will result in a market value of US$145.8 billion at the end of the projection period, indicating the growing popularity of short-form videos in video marketing.

Pro Tip: Looking for something unique to add to your video campaigns? Use a QR code generator with logo integration and create a video QR code that can bring viewers to more of your content.

Video makes up most of an adult’s time on social media

A 2023 eMarketer report tells us that since 2019, adults have been spending more and more time watching videos on social media. However, the rate at which this increases has slowed down over the years and is expected to plateau in the coming future.

Nine out of 10 businesses use video marketing in 2024

Wyzowl revealed in a recent report that 91% of businesses use video as a marketing tool in 2024.

This percentage was the same back in 2023, but there has been an obvious increase in video marketing since 2016, when only 61% of businesses used videos in their marketing.

89% of consumers are interested in seeing more videos from brands

With 91% of businesses participating in video marketing, they will be happy to learn that the trend will pay off. More data from Wyzowl’s report reveals that 89% of consumers want to see brands post more videos.

In fact, the number of consumers has remained high since 2018 with slight fluctuations, indicating the significance of videos to consumers.

75% of video marketers use AI tools to help them create or edit marketing videos

The same report also shows that ¾ of marketers use AI-powered tools to create and edit marketing videos.

This statistic clearly shows that many marketers are taking advantage of AI's benefits, including speeding up video production.

Part III. Social media marketing statistics per platform

To better understand the marketing landscape in specific platforms, let’s look at the trends of the top platforms this year.

Facebook

One of the biggest platforms on the planet, Facebook allows users to post photos, videos, texts, and links to the world. Let’s go over what this means for social media marketers.

In September 2024, the average daily active Facebook users was 3.29 billion(Meta Platforms, Inc.).
91% of organizations have a Facebook presence, but only 62% of brands are confident that the platform delivers any ROI (Hootsuite).
Half the time users spend on Facebook is spent watching videos (Facebook).
Facebook’s largest audience in the United States is users between the ages of 25 and 34, making up 24.2% of all Facebook users in the country (Statista).
19% of teenagers use Facebook every day (Pew Research Center).
In 2023, the average number of weekly brand posts on Facebook was 4.69, with media brands producing an average of 64.6 posts every week (Statista).
Reels have a 35% higher click-through-rate than other types of video content on the platform (Facebook).
Between January and April of 2023, the number of global users that were shown ads on the platform increased by 266.6 million (Kepios).

Pro Tip: By including a Facebook QR code on your ads, you can tell your audience everything about your brand on one of the biggest platforms in the world!

Instagram

Instagram is the perfect place to market your goods and services. Focused on visual content, it offers important statistics to consider when planning your campaign.

Over 2 billion users browse through the app daily, making Instagram the third-largest social media network worldwide (Statista).
Instagram ad revenue reached $50.58 billion in 2023. In-feed ads were a major contributor, while ads on Instagram Stories comprised 26.7% (Oberlo).
68% of marketers were confident that Instagram could bring them a positive ROI (Hootsuite).
Instagram users on Android devices spend an average of 16 hours per month on the app, or 33.9 minutes daily (Social Pilot).
The engagement rates for Instagram content stayed the same in 2023, with just an 8% decline, but they were still 6.8 times higher than Facebook posts and 14.8 times higher than tweets (Rival IQ).

Pro Tip: Aside from a Facebook QR code, our platform allows you to make an Instagram QR code for your marketing needs. Send customers to your brand’s profile and keep them up-to-date with your content!

X (formerly Twitter)

Still one of the most well-known platforms despite its name change, X remains a channel that shouldn’t be ignored in marketing. Let’s go over important social media statistics regarding marketing on this platform.

66% of brands have a presence on X, but only 30% of social marketers are confident they can get a positive ROI from the platform (Hootsuite).
As of 2023, 30% of US adults are still unaware of Twitter changing its name to X (Pew Research Center).
60.9% of X users are male, while 39.1% are female, though this data comes from sources that limited their reporting to males and females (Sprout Social).
75% of Twitter users have used the platform to communicate with brands with 81% of men having reached out to one. On the other hand, only 68% of women on the platform have communicated with brands (Khoros).

TikTok

The young market disruptor TikTok took the world by storm and maintains a strong online presence. Here are key statistics marketers should know about the platform.

The platform saw a 215% growth rate in brand value, making it one of the most valuable media entertainment brands worldwide (Statista).
Ad campaigns to increase video views have the highest average investment ($2,537.94 per campaign) as well as the highest number of impressions (Metricool).
As of July 2024, Indonesia was the country with the largest TikTok audience by far (157.6 million). The United States followed behind (120.5 million), with Brazil coming in third (105.3 million users) (Statista).
While kids of all ages use TikTok, time spent on the platform increases with age. 3—to 4-year-olds can spend 19% of their time on TikTok, while 16—to 17-year-olds can spend 80% (Ofcom).
As of April 2024, TikTok users between the ages of 18 to 24 make up 36.2% of the platform’s users, making them the largest platform audience (Shopify).
60% of TikTok users prefer ‘funny’ content on the app. Other types of content that most TikTok users look for are creative (45%) and relaxing (37%) (GWI).

Every professional has heard of LinkedIn, whether they use it or not. Marketers are keenly aware of its potential as a marketing channel, and here are essential social media marketing statistics to prove it.

Over 70% of marketers see LinkedIn as a reliable source to get a good return on their investment, making it the most trusted platform for brands (Hootsuite).
53% of Americans with at least a bachelor’s degree report use the platform (Pew Research Center).
As of December 2022, 69% of LinkedIn users in the United States used the platform daily. 15% used it several times a week, and 1 in 20 accessed LinkedIn only once weekly (Statista).
LinkedIn ads reach 14.6% of the world’s adult population (The Social Shepherd).

Part IV. Regional social media statistics

While social media brings the whole world together, it can still be affected by the different digital environments and cultures it finds itself in. Here are some statistics to show how this is so.

The Americas

Let’s go over some notable statistics in North and South America.

At the end of the third quarter of 2023, TikTok’s active user base in North American markets was larger than Instagram’s by only a very small margin. However, Instagram was ahead across South American markets (data.ai).
Data indicates that almost a quarter of LinkedIn’s user base is located in Northern America (Kepios).
The United States is one of the world's largest social media ad markets, with social media ad spending reaching $72.3 billion in 2023 alone (Statista).
Figures show that 144 million active social media users in Brazil were registered as of January 2024 (DataReportal).
Social media users in Canada decreased by 3.6% between early 2023 and the start of 2024 (Kepios).
Between January 2023 and January 2024, Facebook’s potential ad reach in Mexico increased by 7.7% (Meta).

Africa

Social media continues to increase its presence in the continent of Africa. Here are some statistics to show how far it’s come in the region:

According to reports, TikTok’s adult ad reach across Africa is 72% higher (144 million) than Instagram’s (84 million) (Kepios).
As of February 2022, about 56% of the population in Northern Africa used social media, while 45% used social media in Southern Africa. Only 8% of the population in Central Africa were social media users (Statista).
Ad spending in the African social media advertising market is expected to reach $1.1 billion in 2024, with an annual growth rate of 4.28% between 2024 and 2028. This will result in a projected market value of $1.4 billion by 2028 (Statista).
Which social media has the most users in the continent? The answer is Facebook. As of September 2023, the platform had the largest market share among social media networks in Africa, with traffic generation capabilities reaching 79.4% (Statista).

Asia-Pacific

The Asia-Pacific region is a dynamic hub for social media activity, thanks to the fact that more than half of the world’s population lives there. Let’s examine how this affects social media marketing in the region.

As of January 2024, China had approximately 1.06 billion social media user accounts, placing it at the top of the list of countries with the most social media users.
India ranks second with 462 million, and Indonesia places third with 139 million social media user accounts (Statista).
87% of the marketers in the region used Facebook the most. Other social media platforms that were used include Instagram (81%), LinkedIn (81%), YouTube (64%), Twitter (50%), and TikTok (29%) (Meltwater).
TikTok’s adult ad reach in West Asia is 149 million users, which is more than 20% higher than Instagram’s 122 million. TikTok has an adult ad reach of 345 million users across Southeast Asia, whereas Instagram only reports 154 million (Kepios).

Europe

Despite being the second-smallest continent, Europe is one of the most developed in the world. Let’s examine social media marketing in the region with the following social media marketing statistics:

In 2023, 59% of the EU population used social media. Denmark had the highest percentage of people using social media, at 91%.

Cyprus and Hungary followed, with 83% and 81%, respectively. The lowest percentages of social media users were found in France (44%), Germany (49%)‌ , and Italy (53%) (Eurostat).

Facebook holds 79.41% of the European social media market (Statcounter GlobalStats).
The two most common social media activities in Europe were "Sent private messages" and "Liked posts by other users or followed people" (Statista).
In the first quarter of 2024, 38.5% of UK consumers said they couldn’t distinguish between virtual and human influencers (Sprout Social).
63% of small and medium-sized businesses can’t find the talent they need, indicating rising labor and skill shortages in the EU (European Commission).
Instagram’s combined adult ad reach across Western and Northern Europe was 126 million users, a quarter more than TikTok’s reported ad reach (100 million users) (Kepios).

Middle East

With the region’s unique mix of high engagement and cultural influence on social media, it’s no surprise that well-known platforms are thriving in the Middle East. Here are important facts and trends to note about social media marketing.

The two most common social media activities in the United Arab Emirates (UAE) were "Sent private messages" and "Commented on posts" (Statista).
Five countries in the Middle East can be seen in the Top 10 for social media usage: UAE (100%), Bahrain (98.7%), Qatar (96.3%), Lebanon (90.5%), and Oman (90.5%) (Go-Globe).
Egypt is home to 42 million Facebook users, making it the 10th biggest national market for the platform.
The monthly average number of social media platforms used by internet users aged 16 to 64 was 8.2 in the UAE, 7.9 in Saudi Arabia, 7.6 in Turkey, and 7.2 in Egypt (Go-Globe).
In 2024, web traffic through mobile devices is 66% in Egypt, 73% in Turkey and Iran, 75% in the UAE, and 79% in Saudi Arabia (Kepios).

How effective is social media for marketing?

Social media refers to the collection of websites and platforms where internet users share ideas and information. This makes social media an important tool in any marketer’s arsenal, especially today.

With social media, businesses can:

increase awareness of their brand
drive website traffic
generate leads and customers
build relationships and communities
humanize their business

Marketers can launch campaigns that draw people from across the Internet using tools like a dynamic QR code generator and graphic design software.

Reasons why marketing is so powerful in social media

Marketing on social media is an art form all on its own. But why is it so powerful and effective? Well, here are a few key reasons.

Vast numbers of users

Thanks to its reach, the social media marketing is a powerful means of promoting your brand. With billions of people using any number of social media networks worldwide, marketers have a huge audience to reach, whether they are specifically targeting them or not.

Targeting and re-targeting capabilities

Speaking of targeting, all social media platforms hold tons of information about their users, such as their demographics, interests, and behaviors. This data makes targeting specific groups of people with your ads easier.

Moreover, this information can also be used to retarget social media users to remind them of your products and services.

Cost-effectiveness

Social media marketing offers many avenues for marketing your brand in a way that brings your content directly to your audience.

Combined with the affordable advertising options offered by several social media platforms, social media marketing becomes a cost-effective strategy compared to other advertising methods.

QR codes: The perfect social media marketing tool

Have you ever looked someone up on Facebook, X, or Instagram because you wanted to catch up with them? It’s fair to say that everyone has, and we all know how hard it can get when you don’t know their username.

Businesses can experience the same problems as well. Fortunately, there is a way to get around this.

According to QR code statistics for different usage, you can direct your customers to your social media pages without the hassle of having them look you up.

QR codes can also act as gateways to loads of other content, making them convenient and effective additions to your social media ads.

Level up your social media marketing strategies with QR TIGER

Social media remains an environment rich in opportunities for marketing teams worldwide. With the rapid growth of TikTok and increased internet penetration in many regions of the world, the number of people marketers can reach will surely increase as the years go by.

Armed with these social media marketing statistics, any business will be ready to take on the social media jungle. However, we offer an effective digital tool to include in your marketing endeavors: dynamic QR codes.

You can try them out by signing up for our Freemium plan. Once signed up, you can create up to three (3) dynamic QR codes with editability and tracking capabilities for FREE!