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All Social Media Stats Research

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Author Name with Link Lisha Sahoo · March 25, 2025

1. Social Media Stats

Social media was initially created to improve communication among people and make people connected around the whole world, But who knew that social media could change the ways of communication itself?

Today, we earn, learn, spend, socialize, create, and market via social media. Could anybody imagine that in the year 2000, this could have been an essential factor in a country’s economy?

Let us understand all the essential stats of social media and understand why it is a buzz today.

2. Social Media Usage Trends

Did you know in 2005, Only 7 % of the US population used social media and that number has increased to 72.5% in 2025?

2005	7% of the US population used social media
2015	65% of the US population used social media
2025	72.5% of the US population use social media (221.71 million active users)

• Most of the social media platform headquarters are located in the USA.

Platform	Founded Year	Headquarters
Facebook	2004	Menlo Park, California, USA
Instagram	2010	Menlo Park, California, USA
LinkedIn	2002	Sunnyvale, California, USA
YouTube	2005	San Bruno, California, USA
Pinterest	2010	San Francisco, California, USA
Google My Business (GMB)	2014	Mountain View, California, USA
TikTok	2016	Beijing, China (Owned by ByteDance)

•  My Space was the first social media platform to reach 1 million monthly active users in 2024.

• The number of social media users has increased by

Social Media	Users in 2010	Users in 2025
Facebook	600 Million(approx.)	3.05 billion
Instagram	50 Million	1.40 billion
YouTube	700 Million	2.70 Billion
Pinterest	50 Million	537 million
LinkedIN	NA	1.15 Billion

•  Social media usage has increased as more and more people have access to an internet connection.

In 2000	361 million internet users
In 2025	5.52 billion people internet users

In 2025, approximately 67.5% of the whole population has internet access and 95% of the internet users worldwide use social media.

67.5% of the whole population has internet access

95% of the internet users use social media

3. Top reasons for social media usage

Reason for Using Social Media

Keeping in touch with friends & family(50.8%)

Filling spare time

Reading news stories(34.5%)

Entertainment & content consumption

Seeking inspiration & ideas

Online shopping & social commerce

Sense of belonging & community

Professional networking & learning

Self-expression & validation

Escapism & stress relief

The number of social media users has always kept on increasing.

Year	Number of Social Media Users (in billions)
2017	2.73
2018	3.10
2019	3.51
2020	3.91
2021	4.26
2022	4.59
2023	4.90
2024	5.17
2025	5.52
2026(expected)	5.65
2027(expected)	5.85
2028 (expected)	6.05

 

4. The gender distribution of social media users

The gender split for all social media users (globally) is relatively even

Male	48.4%
Female	51.6%

Social media has penetrated in many regions.

World Region	Social Media Penetration Rate
Northern Europe	82%
Western Europe	80%
Southern Europe	75%
Eastern Asia	74%
Northern America	71%
Eastern Europe	70%
Western Asia	66%
Central America	65%
Southeastern Asia	60%
Oceania	60%
Caribbean	51%
Southern Africa	42%
Southern America	42%
Northern Africa	40%
Central Asia	35%
Southern Asia	32%
Western Africa	16%
Eastern Africa	10%
Middle Africa	9%
Global	62%

In India, the average person has 11.4 social media accounts per person.

Country	Average Social Media Accounts Per Person
India	11.4
The United States	7.1
The United Kingdom	6.9
Canada	6.8
Japan	3.8

Maximum people use social media via their mobile devices

Mobile device usage	98%
Desktop usage	2%

The people of the age bracket 20-29(worldwide) use social media the most

Age Group	Social Media Users (%)
13-19	12.7%
20-29	31.8%
30-39	21.9%
40-49	15.0%
50-59	10.0%
60+	8.6%

We can compare this trend with the initial years when social media platforms were newly launched.

Even in the initial days of the social media launch era, the age bracket of 18-29 was the most active. This table shows the percentage of users according to the age bracket.

Year	18-29	30-49	50-64	65 or older
2005	10	5	2	1
2006	30	10	5	2
2007	50	25	10	3
2008	65	40	20	5

• Source-obrelo, priordata, researchgate, demandsage, pingdom,datreportal,globalstatistics,–(stackscale)(source-ourworldindata)(source-statista)

5. Social Media Usage Trends In USA

72.54 % of the US population is active on social media.

Total population of US	339.1 million
Number of Internet users	311.3 million (91.8% of total population)
Active social media users	246.0 million
Number of Mobile Internet users	282.34 million

33 % (approx.) of the internet time is spent on social media.

Average daily time spent using the Internet	6 hours 59 mins
Average daily time spent using Social Media	2 hours 16 mins

Facebook is the most used social media platform

Most Used Social Network Platforms	Percentage	Active Users (in millions)
Facebook	74.20%	221.71
Instagram	60.50%	180.77
Tik Tok	47.00%	140.44
X (Twitter)	42.30%	126.39
Pinterest	37.00%	110.56
LinkedIn	29.90%	89.34
Reddit	29.30%	87.55
Skype	15.00%	44.82
Nextdoor	13.50%	40.34

In America, people use a lot of messaging apps. FB Messenger is the most used messaging app.

Most Used Messenger Apps in the US	Percentage	Active Users (in millions)
Facebook Messenger	60.30%	180.18
I Message	39.50%	118.03
Snapchat	37.40%	111.75
Whatsapp	27.30%	81.57
Discord	15.70%	46.91
Telegram	13.50%	40.34

Young people tend to spend more time on social media.

Age Group	Share of Users (Percentage of age bracket using Social Media)
18 to 29 Years	84%
30 to 49 Years	81%
50 to 64 Years	73%
Over 65 Years	45%

Females are more active on social media rather than males.

Gender	Percentage
Female	78%
Male	66%

6. Let Us Have A Closer Look

7. Facebook

Facebook started in 2004; META owns it and is just 20 years old. It is the largest social media platform 

 

It is used by 3.05 billion people (monthly) all over the world.

In the regions of Southern Asia and Southern America maximum number of active Facebook users is present

Region	Active Facebook Users (millions)
Southern Asia	496.3
Southeastern Asia	415.2

On average, a person spends 30.9 minutes on Facebook. It ranks 3^rd in terms of time spent on any social media platform.

The most significant number of Facebook users are in the 25 to 34-year & 18- to 24-year-old age bracket.

Age Group	Number of Users (billions)
25 to 34 years	1.01
18 to 24 years	0.727

Males are more active on Facebook than females.

Males	56.8% of Facebook users
Females	43.2% of Facebook users

Indians and Americans love Facebook the most. A maximum number of users are present in these countries.

Country	Facebook Audience (in millions)
India	378.05
United States	193.8

Top reasons why people use Facebook

Reason	Percentage of People
Message friends and family	72.4%
Post or share photos or videos	63.2%

On average, industries post 4.69 posts / a week on Facebook.

The industries that are most active on Facebook are

Media	64.6
Sports Teams	24.3
Higher Education	6.2

Facebook has seen growth in each quarter. Facebook’s monthly active users have risen by 7.18% year-over-year.

Facebook gets a reasonable engagement rate from users

Post Type	Engagement Rate (%)
Photo Posts	43.75
Video Posts	28.75
Album Posts	27.50

Every year, Facebook has seen a growth in revenue generation. Facebook’s net income for Q1 2024 was $12.37 billion, which was a remarkable 117% increase from Q1 2023

Year	Revenue (in million USD)
2023	134,902
Q1 2024	39,070
Q2 2024	36,460

Facebook was the third most downloaded app globally in 1^st quarter of 2024.

8. Facebook for Business And Marketing

Facebook is the second most loved channel for generating ROI.

Facebook

22% ROI

B2B marketers like Facebook the most.

Businesses and marketers like Facebook, as it is an excellent platform for their marketing platforms.

Statistic	Percentage
Businesses already present on Facebook	91%
Marketers who believe Facebook has top audience targeting features	26%
Social Media Marketers using Facebook for business promotion	89%

2.24 billion people can be reached via Facebook ads.

Facebook ads had an impressive reach of 131.1% in Libya.

Country	Facebook Audience Reach (%)
Libya	131.1%
U.A.E.	120.5%
Mongolia	116%

There are 8 million active Ad users on META platforms.

Future Predictions of Facebook (in terms of USA users)

Year	Facebook Users in the USA (in millions)
2028*	262.8
2027*	259.86
2026*	256.78

Future predictions of Facebook in terms of Ad revenue.

Year	Facebook Ad Revenue Forecast (in Billions USD)
2025	$187.35
2026	$202.94

9. Instagram

Instagram was launched in 2010. META owns it. It is only 14 years old.

It has 2 Billion active users (monthly). 1.40 billion daily active users use it.

Asia-Pacific and Europe regions have the maximum number of Instagram users.

Region	Users (millions)
Asia-Pacific	893
Europe	338

Just like Facebook, Indians and Americans love Instagram the most.

Country	Instagram Audience Size (in Millions)
India	362.9
United States	169.65

An average Android user spends 33.9 minutes daily (16 hours 56 minutes per month) on the Instagram app.

In the USA the age group of 18-24 & 25-34 spends the maximum time on Instagram.

18-24	53 minutes
25-34	37 minutes

50% + of the global Instagram population was 34 years or younger.

Male users dominate Instagram.

Age Group	Female Users (%)	Male Users (%)
18–24	15.2	16.5
25–34	14.2	16.4

Most people love to use Instagram to post or share videos

Activity Of Instagram Users	Percentage (%)
Post or share photos or videos	70.1
Look for funny or entertaining content	66.6
Follow or research brands and products	62.3
Message friends and family	59.7
Keep up to date with news and events	54.4

On average, brands post 4.6 posts /per week on Instagram.

The top categories who post maximum on Instagram are

Industry	Posting Frequency
Higher Ed	3.9 posts per week
Sports Teams	15.6 posts per week
Influencers	4.1 posts per week

The average growth rate of Instagram monthly active users is approximately 26%

Year	MAU (Monthly Active Users)
2024	2.1 billion
2023	2.08 billion

Instagram gets an average engagement rate of 0.56% on all types of content formats.

Instagram post type	Average Instagram engagement rate
All Post Types	0.56%
Photo Posts	0.50%
Video Posts	0.55%
Carousel Posts	0.69%

In 2023, Instagram had generated a revenue of 60 Billion.

Year	Revenue in Billions
2021	48
2022	51
2023	60

Instagram app has been downloaded approximately 3.8 billion times, making itself the 4rth most downloaded app(as of 2025)

10. Instagram For Business And Marketing

Over 200 million businesses and 86% of organizations are actively present on Instagram.

30% of the marketers say that Instagram gives them the best ROI.

Percentage of shoppers using Instagram for purchases	70%
Percentage of users influenced by Instagram content	72%
Percentage of users who bought something directly from an ad	33%

(a) 97 % of US marketers use Instagram.

(b) Marketers use Instagram reels and DM features for marketing

Percentage of US marketers using Instagram Reels for influencer marketing	More than 50%
The conversion rate for brands using Instagram DMs	70%

In April 2023, Instagram Ads could reach 1,628 million people.

11. Instagram For Influencers

Instagram is the 2nd best platform for Influencer marketing.

46.7% of brands use Instagram influencer marketing in 2024.  

Instagram Influencer marketing will reach $22.2 billion by the end of 2025

Women comprise 77% of influencers on Instagram.

In 2024, Instagram had 20,100 employees, which was 2,100 more or approximately 12 % more than in 2023.

12. YouTube

YouTube was launched in 2005. It is just 20 years old and is owned by Google

YouTube is the 2nd largest search engine. It is used by 2.70 billion people (monthly) and 122+ million people daily. 68. 47% of the internet users use YouTube.

YouTube is available in 80+ languages.

5 Billion + Videos are watched daily on YouTube.

Hours of new videos are uploaded daily	720,000 hours
Total videos watched per day	5 billion+ videos
Average video length	12m 26s

YouTube gets 25 % of all mobile traffic.

YouTube Premium & Music Subscribers

Statistic	Value
Total YouTube Premium & Music subscribers	80 million+
U.S. YouTube Premium & Music subscribers	27 million+
Countries/regions with YouTube Premium & Music	100+

Southern Asia and Southeast Asian regions have the maximum number of YouTube users

Rank	Region	Number of Users (in millions)
1	Southern Asia	580.1
2	Southeastern Asia	332.6

Indians and Americans love YouTube the most, as do users from other countries.

Rank	Country	Number of Users (in millions)
1	India	637.1
2	USA	238
3	Russia	95.38

90% of YouTube visits from users worldwide were from mobile and smartphone devices.

Average user spent 19 minutes on YouTube.

Average daily time spent on YouTube	19 minutes
Average mobile viewing session	40+ minutes

Worldwide, more males use YouTube. However, in the U.S.A., more females use YouTube.

Region	Female Users (%)	Male Users (%)
USA	51.4%	48.6%
Global	45.6%	54.4%

The age bracket of 25-34 has the highest number of users on YouTube.

Age Bracket( 25-34)	9.4%	12.1%
Age Bracket (35-44)	8.1%	9.8%

77.7 % of the adult population (18+) uses YouTube.

Reasons for YouTube usage

Statistic	Value
Top 100 searches related to music	20%
Most popular languages on YouTube	English & Spanish
YouTube as primary podcast destination (US)	31% (Spotify: 21%, Apple Podcasts: 12%)
Teachers incorporating YouTube into lessons	86%
People using YouTube for entertainment	82%
People using YouTube to follow brands/companies	18%
People using YouTube for professional work	7%
Viewers (30-49) using YouTube as a news source	37%

13. YouTube For Business And Marketing

YouTube is the best platform for video marketing. 91% of companies use video marketing

Statistic	Percentage
Businesses with a YouTube channel that gained a loyal following	83%
Viewers who purchased after seeing a brand on YouTube	70%
Businesses that agree YouTube is vital for business growth	78%

Companies are spending millions on YouTube for marketing

Company	Advertising Spending (Million USD)
Apple Inc	237.15
Disney	177.76
Donald J. Trump for President	146.29
Biden for President	115.76

YouTube ranked second as a platform where consumers came to spend money after seeing something

YouTube is the most used social platform for research purposes among B2B decision-makers	50.9%
54% of marketers use YouTube (as of 2023)	54%
59% of marketers plan to increase their use of YouTube videos (as of 2023)	59%

YouTube is the 2^nd best platform for influencer marketing.

70% of Viewers Have Made a Purchase After Seeing a Brand on YouTube	70%
39% of YouTube users felt YouTube was more relatable	39%
56% of Gen Z said YouTube was more relatable	56%
33% of viewers said YouTube was more influential than traditional TV, streaming, or movies (as of 2024)	33%

Between 2010 to 2023, YouTube’s Ad revenue increased by 3,838% from $0.8 billion to $31.5 billion.

YouTube Ads have a huge reach.

YouTube’s total potential ad reach (as of 2024)	2.5 billion
YouTube’s ad reach among users aged 18+(as of 2024)	2.17 billion

52% of marketers use paid ads on YouTube (as of 2024)

Marketers using paid ads on YouTube (as of 2024)	52%
Marketers allocating over 51% of the budget to YouTube (as of 2024)	21%
Marketers planning to increase YouTube marketing budget (as of 2024)	65%

YouTube has helped a lot of E-Commerce businesses to make profits

Consumers are more likely to make purchases directly on YouTube	39%
Consumers who use YouTube to find product information	92%
Consumers who ranked YouTube as their first choice for product reviews & information	34%

14. YouTube For Creators

As of December 2024, there are approximately 65.3 million YouTube creators worldwide.

More than 114 million YouTube channels are present. (as of 2024)

4 Billion videos are present on YouTube. The table below shows some more interesting facts about YouTube videos.

Metric	Value
Videos uploaded per hour	30,000 hours
Videos uploaded per minute	500 hours
Total videos on YouTube	~3.9 billion
YouTube Shorts videos	826 million

YouTube gets 32 Billion monthly visits. The daily open rate of YouTube is 64%

YouTube monthly visits (April – June 2024)	32 billion
YouTube had a daily open rate ( July 2024)	64%

YouTube Shorts receives 70 billion+ daily views (as of 2024)

15. LinkedIn

LinkedIn was launched in 2003. It is 21 years old and is owned by Microsoft.

LinkedIn is considered to be the most professional social media networking platform. There are 1.15 Billion users on LinkedIn worldwide.

The North American & Southern American regions have the maximum number of LinkedIn users.

Region	Population (in millions)
Northern America	224.0
Central America	26.1

The U.S.A. and India have the maximum number of LinkedIn users.

Country	Number of LinkedIn users in 2024
1. United States	240 million
2. India	140 million

In 2024, LinkedIn had 1.15 billion active users, which is 15% more than the previous year.

Year	Monthly Active Users
2024	1.15 billion
2023	1 billion

Maximum number of LinkedIn users are from the age group of 25-34.

Age Group	Share Of LinkedIn Users
25-34	50.6%
18-24	24.5%

41% of millionaires use LinkedIn.

92 % of the Fortune 500 companies use LinkedIn.

On average, users spend 7.27 minutes and 38 seconds per LinkedIn visit.

Males use LinkedIn more than females.

Males	56.8% of LinkedIn users
Females	43.2% of LinkedIn users

People use LinkedIn for various purposes

Purpose of LinkedIn	Percentage of users who list it as a reason they use LinkedIn
1. Keep up to date with news and current events	28.7%
2. Follow or research brands and products	25.1%
3. Post or share photos or videos	15.6%
4. Message friends and family	12.2%
5. Look for funny or entertaining content	10.6%

LinkedIn has 175 million premium users.

Premium sign-ups have increased by 51% in fiscal year 2024, with new AI tools adding more value

The number of LinkedIn users has consistently grown.

2022	830
2023	930 (As of Q1 of 2023)
2024	1150

16. LinkedIn For Business And Marketing

A Total of 413 industries have subscribed to the LinkedIn sales navigator mode

LinkedIn is the best platform for getting organic reach. 99.63% of LinkedIn search traffic comes from organic search.

Businesses who post regularly on LinkedIn observe 5.6x times growth.

Nearly 10% of brands post more than 10 times / a week.

The average engagement rate by impression on LinkedIn is 4.73%.

One hundred million messages are sent daily on LinkedIn.

In 2023, LinkedIn generated 16.32 billion dollars in revenue.

65 % of the global marketers use LinkedIn for marketing

40% of B2B marketers said that LinkedIn can most effectively generate high-quality leads

By marketing on LinkedIn, brands can improve their image.

Metric	Value
Brands perceived as higher quality after advertising on LinkedIn	50%
Brands perceived as “more professional”	92%
Brands perceived as “more intelligent”	74%
Brands perceived as “more respectable”	59%

LinkedIn ads have helped brands to get 33% more purchase intent from customers

LinkedIn Conversation Ads drive four times higher open rates and engagement rates than traditional email and twice the engagement as Message Ads

666.3 million users who use LinkedIn as an advertising medium

43% of the LinkedIn advertisement audience is women, while 57% are male

14.6% of the world’s population is reachable by LinkedIn ads.

17. LinkedIn For Recruiting & Learning

LinkedIn is being used by 97% of HR and staffing professionals. Many job applications are submitted every second on LinkedIn

Open jobs on LinkedIn	Over 14 million
Job applications submitted every second on LinkedIn	81
Total job applications submitted every month on LinkedIn	210M+

Thirteen thousand organizations in the world use LinkedIn Learning.

Metric/Information	Value/Details
LinkedIn Learning courses available	Over 20,000 courses in seven languages
LinkedIn Learning offers	Over 16,000 courses

Companies using sales navigator in LinkedIn get a 17% higher win rate on average.

In 2023, LinkedIn had 20000 employees.

18. Pinterest

Pinterest was launched in 2010. It is just 15 years old and is a public company.

Pinterest is the 15th most popular social media platform.

North America and South America regions have the maximum number of Pinterest users.

Region	Pinterest Users (in millions)
Northern America	93.0
Southern America	44.7

There are 537 million active users on Pinterest on a monthly basis. It is used by around 6.4% of the world’s population.

Pinterest has one of the highest customer satisfaction scores. With a score of 74/100 (among online network companies), it scores according to the American Customer Satisfaction Index (ACSI).

The U.S.A. and Brazil love Pinterest the most

Country	Audience Size (in millions)
United States	89.9
Brazil	38.93

Pinterest Is widely popular among females.

Gender	Percentage of Pinterest Users	Number of Users (in thousands, assuming 100,000 total users)
Women	69.4%	69,400
Men	22.6%	22,600
Unspecified	8.0%	8,000

People happily spend time on Pinterest

Metric	Value
Average time spent per month	1 hour 49 minutes
Average session duration	2 minutes 11 seconds

The age bracket of 18-24 uses Pinterest the most.

Age	Percentage Of Users
18 to 24 years	29.6%
25 to 34 years	27.3%

Age Group	Percentage of Users in the US (%)
18-24 (Gen Z)	46%
25-34	40%

Purpose of use of Pinterest

Activity	Percentage (%)
Entertaining content	~20%
Brands & products	~40%
New & current events	~15%
MSG family	~10%
Post or share	~10%

A good Engagement Rate On Pinterest Is Around 1% To 2%.

Nearly 1 billion Videos are viewed daily on Pinterest.

Metric	Value
Videos viewed daily on Pinterest	Nearly 1 billion
Pins saved weekly on Pinterest	Over 1.5 billion
Total ideas saved on Pinterest to date	Over 500 billion
Total pins present	10 billion

Pinterest generated 1.594 billion revenue in 2024 (Q1 + Q2)

Year	Revenue
2024 (Q1+Q2)	1.594 billion

19. Pinterest Business & Marketing

Branded or Unbranded does not make a difference on Pinterest. 97% Of The Top Pinterest Searches Are Unbranded

People discover new products on Pinterest

Weekly Users Discovering New Brands/Products	46%
Users Feeling Positive About Pinterest	8 in 10
Likelihood to Click and Visit Brand Website	3x More Likely

90 % of people have shopping mindset on Pinterest.

Users in a Shopping Mindset	90%
Shopping as a Top Priority	48% of Users
Users want to try something they’ve seen on Pinterest.	98%
Time Spent Shopping on Pinterest	25%+

Trends on Pinterest sustain 20% longer.

Pinterest Ads are 2.3 times cheaper than other platforms.

61% of Pinterest users have purchased something after seeing sponsored Pins.

This table shows how Pinterest can influence purchase decisions.

US Consumers Making Purchases Based on Pinterest Recommendations	47%
Consumers Using Pinterest to Purchase Products (2023)	23% (US)
Global Social Shoppers Using Pinterest	14% (both male and female)
Millennials Using Pinterest to Purchase	16%
Gen Z Using Pinterest to Purchase	13%
Gen X Using Pinterest to Purchase	13%

The number of searches made by Gen-Zs has increased by 31%

As of November 2024, Pinterest had approximately 11K employees across six continents.

Pinterest set a record as the quickest site to attract 10 million unique monthly visitors148. More than 200 million audience can be reached via Pinterest Ads.

Brands who use catalogs on Pinterest, get 2x return on Ad spend.

Pinterest has 23.2% year-on-year growth in terms of strong audience growth.

20. TikTok

TikTok was launched in 2017; it is just 7 years old. ByteDance owns it.

There are 1.925 billion TikTok users worldwide. There are 170 million monthly active users in the USA.

Asia Pacific and MENA (Latin America and the Middle East and North Africa) regions have the highest number of TikTok users.

Indonesia and the U.S.A. have the highest user base in TikTok.

Rank (as of July 2024)	Country	TikTok Users (in millions)
1	Indonesia	157.6
2	United States	120.5

In 2024, People spent almost 58 minutes (on average) on TikTok.

Year	Average daily time spent on TikTok	Change over the previous year
2024	58 minutes, 24 seconds	↑ 3 minutes, 36 seconds

More men are active on TikTok than women.

Gender	Percentage of Users
Women	45.2%
Men	54.8%

The age bracket of 18-24 is most active on TikTok.

Age Group	Proportion of TikTok Users
18-24 years	34.8%
25-34 years	34.0%

Reasons for using TikTok

Activity

Following or researching brands/products

Keeping up with news and current events

Posting or sharing photos/videos

Messaging friends and family

A business posts 1 or 2 times/ week on TikTok (on average)

Rank	Industry	Median Engagement Rate (%)
1	Higher Education	16.26%
2	Sports Teams	9.18%
3	Travel	7.43%

TikTok has the highest engagement rate of 2.65% among all social media platforms

In 2023, TikTok was the 11^th most used social media platform.

TikTok is the 1^st non-gaming platform to generate $10 billion from consumer spending(In 2023)

In 2023, TikTok generated 16.1 billion revenue

TikTok is the 1^st non-game and non-meta app to reach 3 Billion downloads

21. TikTok For Business And Marketing

Many small businesses in the USA and Southeast Asia use TikTok for their business.

American Small Businesses Using TikTok	7M
Revenue Generated by U.S. Small Businesses via TikTok	$15B
Small Businesses Reporting Higher Sales Due to TikTok	88%
Independent Businesses in Southeast Asia using TikTok(2023)	15M

TikTok Ads can reach 13.6% of the world’s population and 53.9% of the U.S.A.’s adult population.

TikTok’s Ad Reach (Global)	13.6% of the world’s population
TikTok Reaches U.S. Adults	53.9%

TikTok influences the purchase decisions of consumers.

Purchases influenced by TikTok	39% of consumers
Users who purchased after watching TikTok LIVE	50% of consumers
Users are more likely to discover a new brand/product from celebrities/public figures	50% more likely

67% of women rely on creator recommendations on TikTok before making a purchase.

An influencer presence in a TikTok video ad boosts the Ad view rate by 193%

TikTok users have the highest rate of Impulse Buying

68% of Gen-Z adults in the U.S.A. are willing to purchase on TikTok.

22. TikTok For Influencers

There are 1.1 million influencers on TikTok (as of March 2024)

Top 25% of U.S. adults on TikTok produce 98 % of videos on TikTok

28% Percent of U.S. creators who selected TikTok as their favorite platform

26% of U.S creators earn highly on TikTok.

In Jan 2024, TikTok had 7000 employees in the USA.

23. How People Interact on Each Social Media Platform

Which is the most downloaded social media app?

TikTok is the most downloaded app worldwide

Worldwide Downloads Ranking (2023)

Rank	Platform
1	TikTok
2	Instagram
3	Facebook
4	YouTube
5	Disney+

Which is the most downloaded app in the U.S.A.?

In 2023, Instagram was the most downloaded app in the U.S.A

Platform	Downloads (Millions)
Instagram	166
Facebook	141
TikTok	137
WhatsApp	115
Telegram	79

Which is the fastest-growing app in terms of downloads?

Threads, the fastest-growing app in history, garnered 100 million downloads in just five days.

What are the top 3 social media platforms in which users spend the maximum amount of time?

1. TikTok

2. YouTube

3. Facebook

 

According to marketers, which are the best social media platforms that give the best ROI?

According to marketers, YouTube gives the best ROI.

Platform	ROI (%)
YouTube	25%
Facebook	22%
Instagram	21%
TikTok	14%

Which social media app was opened the maximum number of times by users?

As of July 2024, users have been able to open WhatsApp a maximum number of times.

Rank	Platform	Average Monthly Sessions
1	WhatsApp	912
2	Instagram	348
3	Line	327
4	TikTok	311
5	Facebook	31

On which social media platform the average time spent per session is more?

People spend more time on each session on YouTube.

Platform	Avg Time Per Session	App Opens Per Month
YouTube	7 min 25 sec	N/A
TikTok	5 min 56 sec	N/A
Facebook	3 min 42 sec	N/A
Instagram	2 min 44 sec	348

Which social media platform had the maximum Ad- reach?

Facebook had the maximum Ad reach.

Rank	Platform	Potential Ad Reach (Billion)
1	Facebook	2.24
2	YouTube	2.17
3	TikTok	1.60
4	Instagram	1.60
5	LinkedIn	1.10

According to creators, which social media platform was the most effective?

YouTube was the most preferred platform for creators

Rank	Platform	Effectiveness for Selling Products & Services (%)
1	YouTube	26%
2	Other Platforms	24%
3	Instagram	23%
4	TikTok	19%

According to social shoppers, which was the most preferred social media platform?

Facebook gives the best shopping experience to shoppers

Rank	Platform	Best Shopping Experience (%)
1	Facebook	23%
2	Instagram	19%
3	TikTok	13%
4	WhatsApp	7%
5	YouTube	7%

Which social media app have consumers spent the maximum cumulative amount of money on?

From 2013-2023, consumers have spent maximum on TikTok.

Top Apps by Cumulative Consumer Spend Over Time (2013-2023):

Rank	App	Cumulative Consumer Spend
1	TikTok	~$11B
2	Tinder	~$9B
3	YouTube	~$8B
4	Disney+	~$5B
5	Tencent Video	~$4B

According to 45% of Gen-Zs, which social media platform can influence their purchasing decisions?

In 2023, TikTok & Instagram could influence the purchasing decisions of Gen-Zs.

Rank	Platform	Influence on Purchase Decisions (2023)
1	TikTok & Instagram	51%
2	YouTube	38%
3	Facebook	24%
4	Snapchat	17%
5	Twitter	14%

Which social media platform has the highest number of active users?

Facebook is the largest social media platform. It has the highest number of monthly active users.

Social Media	Users in 2025(Monthly Active Users)
Facebook	3.05 billion
YouTube	2.70 Billion
TikTok	1.925 billion
Instagram	1.40 billion
LinkedIn	1.15 Billion
Pinterest	537 million

Which age group is most active on social media in the U.S.A.?

In the U.S.A., those aged 35-44 years use social media the most.

Age Group	Number of social media users in U.S.A (Million)
35-44 years	40.9
18-24 years	29.1
45-54 years	33.9
55-64 years	28.3
65+ years	29.9

(Source-ignitesocialmedia)

Which gender uses social media the most?

Platform	Mostly loved by
Facebook	Male Users
Instagram	Male Users
YouTube	Males Users
LinkedIn	Males Users
Pinterest	Female Users
TikTok	Male Users

Which Countries and Regions Use Social Media the Most?

Social Media	Region	Country (Highest Users)
Facebook	Southern Asia, North America	India, United States
Instagram	Asia-Pacific, Europe	India, United States
YouTube	Southern Asia, Southeast Asia	India, United States
LinkedIn	North America, South America	United States, India
Pinterest	North America, South America	United States, Brazil
TikTok	Asia-Pacific, MENA (Middle East & North Africa)	Indonesia, United States

24. What Is Hot, And Working Now?

What kind of content do people prefer?

Any relatable content that provides value that is useful or enhances the user’s life in any way is preferable. People love this kind of content.

How is AI used in Social Media?

People use AI to optimize, automate, analyze, and enhance the social media game. It can be writing captions and hashtags or creating the whole content itself with AI.

Can we create content via AI?

Yes, it is definitely essential to use AI while creating content, as it speeds up the process and makes the work easier. However, entirely relying on AI will cause the audience to lose connection. In the era where content is available in plenty, audiences search for connection and a personal touch. There should be a balance between using AI and having originality.

There are plenty of AI tools available in the market; there are examples where 90% of social media is handled with AI, with minimal human intervention.

What kind of content format is preferred by people?

• Short-form content is becoming more popular in these times. TikTok, Instagram Reels, and YouTube Shorts are examples of how short-form content is liked and shared so rapidly.
• Interactive content makes the audience participate and draws reactions from the audience.
• Even though short-form videos are popular, long-form content formats like podcasts and webinars are popular among audiences as they can provide deeper insights into a topic and are also made in an easy-to-consume format.
• When content is expressed funnily and cleverly, like memes or in a lighthearted way, then it becomes easier for people to consume.

Why are brands focusing on posting stories often?

Since stories only last for 24 hours, there is curiosity within the audience, and the engagement rate is higher. Also, people post events from the current day or fresh events in stories. Both consuming and posting stories are easy. More and more brands are now focusing on stories.

(Source- adstrategic, brandmentions)

25.  What Is Stored In The Future?

Authentic content and user-generated content are going to get more value. People love genuineness, and hence, the authentic hooks that make people feel connected are going to get more attention than the traditional hooks.  

Platforms like TikTok and YouTube are encouraging creators to make long-form content. That makes people stay on a social media platform longer, and that is the main objective of social media platforms now. Longer format content is going to be back in the race soon.

With the help of AI, more businesses and creators would enter the social media world. Therefore, creativity is going to be valued more and more

All the social media platforms are going to push social commerce. TikTok and Instagram have already been doing wonders in the field of social commerce, and very soon, other platforms will encourage social commerce, too.

It is projected that social media users are going to grow year after year.

YEAR	TOTAL SOCIAL MEDIA USERS
2025	5.20 Billion
2026 (expected)	5.65 Billion
2027 (expected)	5.85 Billion
2028 (expected)	6.05 Billion

26. Key takeaway

Social media is vast, and it is going to get bigger. A mere presence on social media is not going to help any business or creator; rather, managing your social media properly and connecting with the audience should be the main focus.