35+ Key Social Media Statistics for Marketers in 2026

Your social media strategy needs current data, not last year’s trends. Platforms evolve constantly, user behavior shifts, and what worked in 2024 won’t necessarily work in 2026.

Over 5 billion people now use social media worldwide, spending an average of 2 hours and 39 minutes daily across 6.75 different platforms. Your audience is definitely on social media—the question is which platforms deserve your time and budget right now.

This guide breaks down the social media statistics that actually matter for marketers. You’ll see real user numbers from company earnings reports, engagement data from research studies, and demographic breakdowns showing exactly who uses each platform. These aren’t estimates—they’re verified numbers from primary sources.

Use these stats to make smarter decisions about where to focus your efforts. Some platforms are growing fast while others flatten out. Some demographics shift to newer apps while others stick with familiar favorites. Knowing the numbers helps you invest your resources where they’ll actually pay off.

Social media usage and demographic statistics

1. Social media connects 5.66 billion people worldwide

That’s 68.7% of everyone on Earth. DataReportal’s Digital 2026 Global Overview Report tracks global internet and social media use across every country, and their research shows 5.66 billion people use social media as of October 2025.

2. The average person uses social media for 2 hours and 39 minutes every single day

That adds up to 18 hours and 36 minutes per week—just on social platforms. Think about that for a moment—that’s more time than most people spend watching traditional TV or reading news websites. Your customers are already spending huge amounts of time on these platforms.

3. The average user juggles 6.75 different platforms each month

People don’t stick to just one platform anymore. They might check Instagram in the morning, scroll TikTok during lunch, watch YouTube in the evening, and browse Facebook before bed. 

This means your audience likely follows you across multiple channels, not just one. You need to show up on more than one platform to reach them where they actually spend time.

Social media marketing and advertising statistics

4. Short-form video dominates as the highest-performing content format

In a couple of HubSpot’s reports, they surveyed over 1,100 social media marketers worldwide and found that 21% of marketers say short-form video delivers the highest ROI of any content format. Another 75% of brands plan to maintain their current investment in short-form video content, while 17% plan to increase spending on these quick videos.

5. Influencer marketing delivers strong returns when you work with the right creators

63.9% of brands using influencer marketing say it resulted in their biggest ROI this year. The key is partnering with smaller creators—67% of marketers work with micro-influencers who have 10,000-99,999 followers rather than mega influencers.

6. Marketers plan to increase investment in video platforms

Platform investment priorities show clear winners for 2025. 29.5% of marketers plan to increase their YouTube investment the most, followed by Instagram at 28.8%, TikTok at 27.6%, and LinkedIn at 26.2%. Meanwhile, 18.6% are actually decreasing their Facebook spend.

7. Social commerce is exploding as shopping moves directly onto social platforms

69% of marketers agree that more shopping will happen on social media than brand websites this year. In the U.S., social commerce generated $104 billion in 2025, representing 17% of total e-commerce sales globally.

8. Social media advertising spending keeps climbing across all regions

DataReportal reports steady year-over-year growth in ad spending globally, with 2025 seeing $862 billion in ad spend across digital channels. Meta dominates this space—their Q4 2024 results show advertising revenue makes up the vast majority of their total income. The precision targeting options let you reach specific people based on age, location, interests, and behaviors.

Facebook statistics

9. Facebook is the most-used social media platform

Facebook remains the biggest social network in the world, and the numbers prove it beyond any doubt.

As of 2025, Facebook has 3.07 billion monthly active users.

10. 71% of U.S. adults use Facebook

When you look specifically at the U.S. market, Facebook still dominates despite all the talk about younger users leaving. Pew Research Center surveyed 5,022 U.S. adults between February and June 2025.

They found 71% of American adults use Facebook regularly. That puts Facebook second only to YouTube for U.S. reach. If you’re targeting American consumers, Facebook needs to be part of your plan.

11. 38% of U.S. adults use Facebook to get their news

Facebook also dominates as a news source, which many marketers don’t think about enough. Pew’s August 2025 survey found 38% of U.S. adults regularly get news on Facebook.

This means Facebook isn’t just where people connect with friends and family. It’s also where they stay informed about current events, politics, and what’s happening in the world. This creates opportunities for brands to share timely, relevant content.

Despite all the predictions about Facebook’s death, the platform keeps adding features to keep users engaged. Groups continue to grow, and video content gets pushed heavily in the feed.

Instagram statistics

12. 50% of U.S. adults use Instagram

Instagram keeps growing year after year, especially with younger users who treat it as their primary social platform. Meta doesn’t break out Instagram-specific user numbers in their earnings reports anymore. But Pew Research found that 50% of U.S. adults use Instagram. That’s huge reach that spans multiple age groups and demographics.

13. 80% of U.S. 18-29 year-olds use Instagram

The platform definitely skews younger compared to Facebook. Among 18-29 year olds, 80% use Instagram regularly. This makes it the best platform for reaching Gen Z and younger millennials. These younger users also tend to be highly engaged. They spend lots of time browsing feeds, watching Stories, and interacting with Reels.

14. One-third of adults aged 18-34 have made a purchase on social media

People are shopping on social media—Instagram included. In fact, Instagram drives shopping behavior in ways other platforms just don’t match. People discover new products while scrolling. They research brands by looking at their Instagram profiles. 

They also make purchases without ever leaving the app. Features like shoppable posts, product tags, and Instagram Checkout make this seamless shopping experience possible. If you sell physical products, Instagram should be a top priority.

Furthermore, reels now dominate the platform’s content strategy. Meta keeps pushing short-form video as the main way users interact with content. The algorithm heavily favors Reels over static posts. If you’re not creating Reels, you’re most probably missing out on reach.

YouTube statistics

15. YouTube is the most-used platform in the U.S.

YouTube reaches more U.S. adults than any other platform, making it essential for any video marketing strategy.

Pew Research found that 84% of U.S. adults use YouTube. That puts it ahead of Facebook, Instagram, and every other social platform. That kind of universal reach means YouTube works for almost any audience you’re trying to target.

16. YouTube sees users from all age groups

The platform works for all age groups too, not just younger people watching gaming videos. Even among adults 65 and older, 67% use the platform regularly.

This is remarkable for a video-first platform. It makes YouTube one of the very few platforms where you can reach both Gen Z teenagers and Baby Boomers with the same content strategy.

17. YouTube also serves as a major news source for millions of Americans

Pew’s news survey shows 35% of U.S. adults regularly get news on YouTube. That puts it second only to Facebook for news use. People watch news clips, follow news channels, and search for coverage of breaking events on YouTube.

18. YouTube users watch on multiple device types—but TV is taking over

It’s also important to note that people watch YouTube on every device you can imagine. They watch on their phones while riding the bus. They watch on tablets while cooking dinner. They watch on smart TVs in their living rooms. They watch on computers at work. This gives you multiple ways to reach your audience throughout their day.

However, it’s important to note that 2025 was the first year that more people watched YouTube on their TVs than their mobile devices. This change is showcasing how media consumption is changing.

TikTok statistics

19. 37% of U.S. adults use TikTok

TikTok continues growing as a major platform for both entertainment and news consumption. 37% of U.S. adults use TikTok, with particularly strong adoption among younger demographics.

Among 18-29 year olds, 63% use the platform.

20. Users spend significant time on TikTok daily

DataReportal’s Digital 2026 Report shows the average TikTok user spends 1 hour and 37 minutes per day on the app. That’s more time than any other social platform tracked in the study.

21. 20% of U.S. adults get news on TikTok

TikTok has grown rapidly as a news source. 20% of U.S. adults regularly get news on TikTok, up from just 3% in 2020. Among adults under 30, 43% regularly get news there. This makes TikTok an increasingly important platform for brands sharing timely content and industry news.

LinkedIn statistics

22. LinkedIn has over 1 billion users

LinkedIn connects professional networks worldwide and continues to grow its member base every quarter. Microsoft’s FY 2025 Annual Report shows LinkedIn now has 1.2 billion members globally.

That makes it the world’s largest professional network by far. That’s a huge audience of business decision-makers, professionals, and job seekers all gathered in one place.

23. LinkedIn’s revenue increased 9% in Q4 2025

Beyond just user growth, LinkedIn’s revenue keeps climbing too. Microsoft reported in their FY25 Q4 earnings that LinkedIn revenue increased 9% with growth across all their business lines. 

This includes talent solutions for recruiting, marketing solutions for advertisers, and premium subscriptions for individuals. The revenue growth shows that both users and businesses see real value in the platform and are willing to pay for features.

24. 87% of B2B marketers are on LinkedIn

LinkedIn works particularly well for B2B marketing compared to consumer-focused platforms like Instagram, with 87% of B2B marketers having a presence on the platform. 

Companies use it to share thought leadership content that positions them as experts. They recruit talented employees through job postings and networking. They connect with actual decision-makers who have budget and buying power. The professional context makes LinkedIn perfect for reaching business audiences.

X/Twitter statistics

25. X/Twitter has 557 million monthly active users

X/Twitter operates as a private company since Elon Musk’s acquisition in 2022, which means they don’t release official investor reports with verified user statistics. However, third-party research provides some insight into the platform’s current state.

Statista reports that X/Twitter has 557 million monthly active users worldwide. The platform ranks among the top social networks globally despite facing increased competition from newer platforms like Threads and Bluesky.

26. The U.S. has the most X/Twitter users

The United States remains X/Twitter’s largest market by far. 71.19 million users are based in the U.S., which significantly outnumbers Japan, the country with the second-highest user count. This strong U.S. presence makes X/Twitter particularly important for brands targeting American audiences.

27. Users are slow to adopt the platform’s rebrand

The rebrand from Twitter to X continues to face adoption challenges among users. Only 19% of users actually refer to the platform as “X” rather than Twitter. This name confusion creates challenges for marketers trying to maintain consistent brand messaging about where to find them online. (As you can see, we tend to use both names every time we reference the platform to remove confusion.)

28. Platform engagement appears to be growing

Platform engagement metrics show interesting growth patterns. The average X/Twitter post earned 2,121 impressions in 2025, up from 1,206 impressions in 2023. This represents a 76% increase in average impressions per post over two years.

However, the average number of replies tells a different story. Posts received 1.64 replies in 2023 compared to 3.4 replies in 2024, showing that engagement through replies more than doubled year-over-year.

29. 57% of X/Twitter users get their news from the platform

Despite the lack of official financial data, X/Twitter clearly remains active for news sharing, real-time updates, and public conversations. More than half (57%) of users get their news from the platform. 

And many brands maintain an active presence because their audiences expect to find them there. This matters most for customer service teams responding to complaints, journalists breaking news, and companies sharing time-sensitive updates.

The platform’s future remains uncertain given the regulatory changes, ownership structure, and competition from alternatives. If you’re already active on X/Twitter and seeing good results, continue what’s working. Just treat the platform as one part of a broader social strategy rather than your primary channel.

Threads statistics

30. Threads has over 300 million monthly active users

Threads launched in July 2023 as Meta’s text-based platform built to compete directly with X. During Meta’s Q4 2024 earnings call, executives announced Threads reached 320 million monthly active users. Furthermore, the platform adds roughly 1 million new users every single day.

Threads also integrates seamlessly with Instagram. Your existing Instagram followers can easily find and follow your Threads profile, which removes the friction of building a completely new audience from scratch.

Although you should remember that Meta hasn’t fully monetized Threads yet. They’re focused entirely on growth before adding advertising. This means the platform currently offers organic reach without the pay-to-play model that dominates Facebook and Instagram.

Pinterest statistics

31. Pinterest has over 600 million monthly active users

Pinterest users come to the platform with clear intent and specific plans, not just to kill time. The platform has grown to 600 million monthly active users in 2025.

32. 36% of U.S. adults use Pinterest

36% of U.S. adults use Pinterest, with higher use among women than men. The platform works well across age groups but is most popular with people ages 25-49. In the U.S., Pinterest reaches 46% of people ages 18-24, 40% of people ages 25-34, and 39% of people ages 35-44.

33. Gen Z is the fastest growing audience on Pinterest

Gen Z makes up 42% of Pinterest’s global user base and is the fastest growing audience. They search and save more than other generations. Gen Z searches on Pinterest are up 30% year over year. The main reason Gen Z uses Pinterest is to find information about products and brands.

34. 80% of users feel inspired by the platform’s shopping experience

80% of weekly Pinners feel inspired by the shopping experience on the platform. Most searches (96%) are unbranded, which shows people are open to new ideas and brands.

People use Pinterest differently than they use Instagram or Facebook. They save products to boards with clear purchase intent. They search for specific items they need. They plan projects and events months in advance. This makes Pinterest users valuable for brands selling products.

Reddit statistics

35. Reddit has over 100 million daily active users

Reddit operates differently than other social platforms. Users follow communities called subreddits based on topics and interests, not individual accounts. Reddit’s Q3 2025 earnings show the platform reached 116 million daily active users, representing 19% growth compared to last year.

36. Reddit’s revenue grew 68% in Q3 2025

The platform’s financial performance improved dramatically in 2025. Reddit revenue grew 68% to $585 million in Q3 2025. The revenue comes from both advertising and premium subscriptions, showing successful monetization as the platform scales.

It’s important to note that Reddit users engage deeply with niche topics, and every community has its own culture, rules, and expectations. Brands need to approach Reddit carefully since users spot obvious marketing attempts immediately and push back against anything that feels fake or promotional.

Use these social media statistics to inform your strategy

The data tells a clear story: Your audience isn’t just on one platform anymore. The average person uses 6.75 platforms each month and spends over 2 hours daily scrolling, searching, and shopping.

Here’s what that means for your strategy. YouTube’s 84% U.S. reach makes it essential for video content. Facebook’s 3+ billion users give you massive scale. Instagram’s 50% U.S. penetration reaches half your potential customers. TikTok’s 63% of 18-29 year olds dominate the younger demographics you need.

But platform choice isn’t everything. The statistics show that engagement patterns differ wildly. TikTok users spend 34 hours and 56 minutes per month on the app. LinkedIn drives 80% higher engagement rates than other platforms. Reddit users visit specifically to research purchases before buying.

Your best move? Start where your specific customers actually are. If you sell B2B software, LinkedIn’s professional audience matters more than TikTok’s Gen Z users. If you target young shoppers, TikTok’s high engagement and Pinterest’s purchase intent beat Facebook’s aging demographics.

Track what works for your brand specifically. These industry benchmarks show trends, but your actual results depend on your content, timing, and audience. Test different platforms. Measure real engagement, not just follower counts. Double down on what drives actual business results.

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