---
source_url: "https://blog.hootsuite.com/social-media-statistics/"
title: "60+ social media statistics marketers need to know in 2026"
mirrored_at: 2026-08-10T13:03:39.171Z
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mirror_canonical: "https://index.42a.ai/blog.hootsuite.com/social-media-statistics/index"
---

> **Original source:** https://blog.hootsuite.com/social-media-statistics/

Strategy

60+ social media statistics for 2026, including Facebook, Instagram, YouTube, TikTok, X, LinkedIn, engagement benchmarks, and AI insights.

-   Also available in
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 ![cover image](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-556x556.png)

100% of marketers who read these social media statistics will have the data they need to plan and optimize their social strategies in 2026. (It’s fun math, we promise.)

Keep reading to see the latest social media stats for Facebook, Instagram, YouTube, TikTok, X (Twitter), LinkedIn, and Pinterest, plus newcomers RedNote and Bluesky.

### TL;DR

1.  **Short-form video is winning everywhere**. With nearly 139 million Instagram Reels watched every minute and TikTok turning almost half its users into buyers, short videos aren’t just popular — they’re powerful.
2.  **Social media is becoming a digital mall – especially on TikTok and Facebook**. [1 in 7 global shoppers](https://www.dhl.com/content/dam/dhl/local/global/dhl-ecommerce/documents/pdf/g0-dhl-e-commerce-trends-report-2025.pdf) say they will primarily shop on social media within the next five years.
3.  **Influencer marketing is taking the lead**. In 2026, brands are expected to spend more on influencer marketing than on digital ads — a big sign of shifting trust and impact.
4.  **LinkedIn is heating up.** People are engaging more on LinkedIn. Comments are way up, and posts are getting more eyes than before.

## **Key social media statistics (2026)**

### Global snapshot

-   Roughly [5.17 billion](https://www.statista.com/forecasts/278414/number-of-worldwide-social-network-users/) social media users worldwide.
-   Social media usage grew [4.87% annually](https://datareportal.com/social-media-users) in 2025 (that’s about [259 million](https://datareportal.com/social-media-users) new users).
-   [93% of the world’s internet users](https://kepios.com/) use social media each month.
-   On average, people visit about [6–7 social media platforms](https://www.demandsage.com/social-media-users/) per month.

### Platforms & reach

-   Facebook remains the largest social media platform in the world with over [3.07 billion monthly active users](https://investor.atmeta.com/home/default.aspx).
-   Instagram achieved [3 billion monthly active users](https://www.reuters.com/business/meta-ceo-zuckerberg-says-instagram-has-grown-3-billion-monthly-active-users-2025-09-24/) globally in 2025.
-   TikTok continues to grow, with estimates placing TikTok’s global user base well over [1.5 billion](https://en.wikipedia.org/wiki/List_of_social_platforms_with_at_least_100_million_active_users).
-   The [fastest-growing platforms](https://www.pewresearch.org/short-reads/2024/02/23/majorities-in-most-countries-surveyed-say-social-media-is-good-for-democracy/) in 2025 are TikTok, LinkedIn, and Instagram.
-   TikTok is becoming a major news source for [20% of U.S. adults](https://www.pewresearch.org/short-reads/2025/09/25/1-in-5-americans-now-regularly-get-news-on-tiktok-up-sharply-from-2020/), a jump from 3% in 2020.
-   [Short-form](https://blog.hootsuite.com/short-form-vs-long-form/) video content continues to perform the best across all platforms.

### Engagement trends

-   Average comments per post are up significantly on X (Twitter) and LinkedIn — [107%](https://www.statista.com/statistics/1483830/x-twitter-average-replies-posts/) and [37%](https://news.linkedin.com/2025/linkedin-business-highlights-from-microsoft-s-q2-fy25-earnings) year over year, respectively.
-   The average social media engagement rate is [1.4% to 2.8%](https://blog.hootsuite.com/calculate-engagement-rate/), depending on platform.
-   Organizations in regulated industries [are leading AI adoption faster](https://www.hootsuite.com/research/social-trends) than their unregulated counterparts.

### Performance trends

-   For the first time, brands [are spending more](https://www.emarketer.com/chart/c/351865/influencer-marketing-spendings-growth-us-will-outpace-social-digital-ad-spending-2025-change-us-influencer-marketing-spending-digital-social-network-ad-spending-20222026) on influencer marketing than on social or digital ads in 2025.
-   Video commerce (live streams + prerecorded videos) dominated the social e-commerce space, accounting for [the largest revenue share](https://www.grandviewresearch.com/industry-analysis/social-commerce-market) last year.
-   Millennials are the biggest shoppers on Facebook, with [67% saying](https://www.dhl.com/content/dam/dhl/local/global/dhl-ecommerce/documents/pdf/g0-dhl-e-commerce-trends-report-2025.pdf) they plan to shop the same or more on the platform over the next five years.

### 1\. 5.17 billion people worldwide use social media

Experts predict [over six billion people](https://www.statista.com/forecasts/278414/number-of-worldwide-social-network-users/) will be using social media by 2028 (so get your baby a good screen name now).

 ![graph number of social media users worldwide from 2017 to 2028 in billions](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-1-620x391.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/)

### 2\. People spend an average of 2 hours and 21 minutes a day on social media

This is the first decrease [in average time spent](https://datareportal.com/reports/digital-2025-global-overview-report) since 2018, though only by a few minutes. It’s still a dramatic [56.6% increase](https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/) in time spent compared to 2012’s average 90 minutes.

 ![daily time spent with media with each medium or device](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-9-620x358.jpg)

_Source: [Data Reportal](https://datareportal.com/reports/digital-2025-global-overview-report)_

### 3\. People watch 138.9 million Facebook and Instagram Reels every minute

Globally, people also watch [3.4 million YouTube videos](https://www.statista.com/statistics/195140/new-user-generated-content-uploaded-by-users-per-minute/), send 251 million emails, and conduct 5.9 million Google searches every minute.

 ![Media usage in an internet minute as of December 2024](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-7-620x406.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/195140/new-user-generated-content-uploaded-by-users-per-minute/)

### 4\. Adults in the U.S. are the most likely to say social media is bad for democracy

Out of all democratic countries surveyed, 77% of both Nigerians and Mexicans said social media has been good for their country. In contrast, only [34% of people in the U.S.](https://www.pewresearch.org/short-reads/2024/02/23/majorities-in-most-countries-surveyed-say-social-media-is-good-for-democracy/) said the same.

 ![In most countries surveyed large shares say social media is good for their democracy](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-18-620x1497.jpg)

_Source:_ [_Pew Research_](https://www.pewresearch.org/short-reads/2024/02/23/majorities-in-most-countries-surveyed-say-social-media-is-good-for-democracy/)

### 5\. The three fastest-growing social platforms in 2025 are TikTok, LinkedIn, and Instagram

The [top three](https://www.pewresearch.org/short-reads/2024/02/23/majorities-in-most-countries-surveyed-say-social-media-is-good-for-democracy/) fastest-growing social platforms all had double-digit year-over-year growth in 2025. TikTok’s audience grew by an impressive 17%, LinkedIn by 14%, and Instagram by 13%.

 ![Bar graph displaying the follower growth across different social media platforms in 2025](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-3-620x399.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/1294062/social-media-year-on-year-growth/)

### 6\. 54% of U.S. adults ‘sometimes or often’ get news from social media

News on social media continues to grow, [with 25% of U.S. adults](https://www.pewresearch.org/journalism/fact-sheet/social-media-and-news-fact-sheet/) saying they often use social for news, and 29% saying they sometimes do.

 ![News consumption on social media percentage of US adults](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-11-620x779.jpg)

_Source:_ [_Pew Research_](https://www.pewresearch.org/journalism/fact-sheet/social-media-and-news-fact-sheet/)

### 7\. YouTube, Facebook, and TikTok are the top 3 social media platforms for U.S. mobile users

Out of all apps used by U.S. mobile consumers — not only social media — YouTube had the highest reach with [76% of people](https://www.statista.com/statistics/281605/reach-of-leading-us-smartphone-apps/) using the mobile app. The next most popular social media apps were Facebook (68%) and TikTok (42%).

 ![Reach of most popular U.S. smartphone apps 2024 Published by Laura Ceci, Feb 10, 2025 In December 2024, the YouTube mobile app ranked first with a 76 percent audience reach, while social media platform Facebook ranked third with a usage reach of 68 percent. E-mail platform service Gmail was accessed by 69 percent of mobile audiences in the United States. Social video app TikTok reported a reach of approximately 42 percent in the examine period. TikTok in the U.S. The social media ecosystem continues to evolve rapidly. While Facebook remains a dominant force with over three billion monthly active users across its family of apps, newcomers like TikTok are reshaping user engagement. TikTok's global popularity is evident in its 186 million worldwide downloads in Q4 2024. TikTok's popularity extends beyond entertainment, with 64 percent of Gen Z users in the U.S. utilizing it as an online search engine in 2024. This trend underscores the platform's expanding role in information discovery, particularly among younger demographics. However, TikTok's success is not without controversy. Nearly 40 percent of U.S. users believed the Chinese government is using it to bring social and political divisions. OTT video apps in the U.S. While television remains the primary device for media consumption across all age groups, a clear generational divide is emerging. Younger audiences, particularly those aged 18 to 34, are turning to smartphones as their preferred entertainment device. This shift aligns with broader trends in digital media consumption. During the first half of 2024, entertainment apps were leading in mobile revenue generation, with U.S. consumers spending over 2.65 billion U.S. dollars on these apps. Read more Mobile audience reach of leading smartphone apps in the United States in December 2024](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-6-620x428.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/281605/reach-of-leading-us-smartphone-apps/)

### 8\. 93% of U.S. adults ages 18-49 use YouTube

YouTube [scored highest](https://www.pewresearch.org/internet/fact-sheet/social-media/) for usage across all age groups in the U.S., with 93% of people ages 18-29, 94% of 30-49, 86% of 50-64, and 65% of adults 65 and over.

Facebook also has users across all age demographics, whereas other platforms tend to be more divided.

 ![users by age group who use various social media platforms survey of US adults](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-10-620x731.jpg)

_Source:_ [_Pew Research_](https://www.pewresearch.org/internet/fact-sheet/social-media/)

### 9\. 78% of people ages 18-29 use Instagram while only 15% of those over 65 do

Instagram has the [highest differential](https://www.pewresearch.org/internet/2024/01/31/americans-social-media-use/) between younger vs older users. Close behind is Snapchat, which 65% of U.S. adults under 30 use, but only 4% of people over 65.

 ![youngest US adults more likely to use Instagram Snapchat TikTok age differences less pronounced for Facebook](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-17-620x963.jpg)

_Source:_ [_Pew Research_](https://www.pewresearch.org/internet/2024/01/31/americans-social-media-use/)

### 10\. 68% of U.S. teens ages 13-17 use TikTok

The most popular social platforms [among U.S. teens](https://www.pewresearch.org/internet/2025/12/09/teens-social-media-and-ai-chatbots-2025/) are YouTube (92%), TikTok (68%), Instagram (63%), and Snapchat (55%).

Snapchat and Instagram showed large gains in usage among this age group from 2014 to 2024, while usage steeply declined for others. In 2014, 71% of teens used Facebook, but only 32% do today. 

Similarly, X (Twitter) usage dropped from 33% in 2014 to 16% in 2025.

### 11\. 33% of U.S. teens use social media “almost constantly”

Across the five most popular platforms for teens, [one in five](https://www.pewresearch.org/internet/2025/12/09/teens-social-media-and-ai-chatbots-2025/) uses at least one of them “almost constantly.” YouTube is the most popular, with 43% of teens using it several times a day and 17% using it constantly.

 ![Bar chart showing daily social media use among U.S. teens ages 13–17. YouTube is used daily by 76% of teens (17% almost constantly, 43% several times a day, 16% about once a day). TikTok follows at 61% daily (21% almost constantly). Instagram is used daily by 55%, Snapchat by 46%, and Facebook by 20%. Source: Pew Research Center, 2025.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-4-620x640.png)

_Source:_ [_Pew Research_](https://www.pewresearch.org/internet/2024/12/12/teens-social-media-and-technology-2024/)

### 12\. Only 51% of German internet users have social media

While 93% of German people have access to the internet, [only 51%](https://www.pewresearch.org/short-reads/2024/03/06/germans-stand-out-for-their-comparatively-light-use-of-social-media/) use social media. Other countries with the lowest relative number of social media users are The Netherlands (64%) and France (67%).

 ![vast majority of Germans are online only about half use social media](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-15-620x1346.jpg)

_Source:_ [_Pew Research_](https://www.pewresearch.org/short-reads/2024/03/06/germans-stand-out-for-their-comparatively-light-use-of-social-media/)

## Facebook statistics

### 13\. Over 3 billion people use Facebook every month

As of 2025, Facebook has [3.07 billion](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/) monthly active users.

 ![Horizontal bar chart showing the world’s largest social media platforms by monthly active users (in millions). Facebook leads with about 3,070 million users, followed by Instagram and WhatsApp at roughly 3,000 million each.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-5-620x425.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/)

### 14\. 3.9 billion people use Meta apps every day

As of 2025, Meta says they have [3.9 billion](https://www.meta.com/technologies/?srsltid=AfmBOopgQL-8GIVi_syWDuNwvbWwFaeCt5ABnz5Kmhsi-nox3le3CeKg) daily active users across their core apps (Facebook, Instagram, Facebook Messenger, and WhatsApp).

### 15\. India has the most Facebook users (403.4 million)

The United States has the second most Facebook followers at [197.6 million](https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/) Facebook users.

 ![Horizontal bar chart showing the countries with the largest numbers of social media users (in millions). India leads with about 403.4 million users, followed by the United States at 197.6 million.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-6-620x349.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/268136/top-15-countries-based-on-number-of-facebook-users/)

### 16\. Half of Facebook users are Millennials

Just [over half (51%)](https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/) of Facebook users are Millennials, measured as people between the ages of 25 and 45.

 ![Distribution of Facebook users worldwide as of April 2024, by age and gender](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-32-620x373.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/)

### 17\. 23% of Facebook users are Gen Z

A total of [23% of Facebook users](https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/) are between ages 18 and 24. While not the majority of Facebook’s audience, this is a highly valuable segment for brands.

## Instagram statistics

### 18\. Instagram has 3 billion monthly active users

A milestone only one other social media platform has achieved: Facebook.

 ![Horizontal bar chart showing the top social media platforms by monthly active users (in millions). Facebook leads with about 3,070 million users, followed by Instagram and WhatsApp at roughly 3,000 million each.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-7-620x196.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/)

### 19\. Almost two-thirds (63%) of Instagram users are between ages 18-34

16% are between 35-44, making [78.3% of all Instagram users](https://www.statista.com/statistics/325587/instagram-global-age-group/) under 45 years old.

 ![Bar chart showing social media user distribution by age group. Users ages 25–34 make up the largest share at 33.3%, followed by ages 18–24 at 29.7%.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-9-620x389.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/325587/instagram-global-age-group/)

### 20\. 63% of Gen Z’ers interact with brands on Instagram

YouTube is the most popular channel for Gen Z’ers to engage with brands — 66% do so! — but Instagram comes in a close second [with 63%](https://www.marketingcharts.com/demographics-and-audiences-234695).

 ![social media platforms used to interact with brands](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-33-620x345.jpg)

_Source:_ [_MarketingCharts via AtTest_](https://www.marketingcharts.com/demographics-and-audiences-234695)

### 21\. 67% of people ages 18-24 use Instagram to discover local businesses

Younger people use social media more often than Google Search or Maps to explore locally: [67% use Instagram](https://www.marketingcharts.com/cross-media-and-traditional/local-and-small-biz-232363) and 62% use TikTok. For ages 25-34, Instagram also takes top spot after Google with 54% using it to look up local businesses.

Across all demographics, social is a key discovery channel for local businesses.

## YouTube statistics

### 22\. YouTube has 2.5 billion active monthly users

YouTube.com is also the [second most popular website](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/) with an average [72.8 billion](https://www.statista.com/statistics/1201880/most-visited-websites-worldwide/) monthly visits.

 ![Horizontal bar chart showing the world’s largest social media platforms by monthly active users (in millions). Facebook leads with about 3,070 million users, followed by Instagram and WhatsApp at roughly 3,000 million each. YouTube has about 2,580 million users.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-10-620x373.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/)

### 23\. YouTube is the most used social platform across all age groups in the U.S.

As of 2025, [84% of U.S. adults](https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/) use YouTube.

 ![Horizontal bar chart showing the percentage of U.S. adults who say they ever use each social media platform. YouTube leads at 84%, followed by Facebook at 71% and Instagram at 50%.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-11-620x890.png)

_Source:_ [_Pew Research_](https://www.pewresearch.org/internet/2025/11/20/americans-social-media-use-2025/)

### 24\. 35% of U.S. adults often get news from YouTube

This figure has risen from 23% in 2020 to 35% in 2025. 

Back in 2020, Facebook held the edge with 36% of U.S. adults saying they regularly got news there, and only 23% got news from YouTube.

 ![Small line charts showing the share of U.S. adults who regularly get news on each social media site from 2020 to 2025.  YouTube rises steadily to about 35%.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-12-620x268.png)

_Source:_ [_Pew Research_](https://www.pewresearch.org/journalism/fact-sheet/social-media-and-news-fact-sheet/)

### 25\. 28% of global marketers say Facebook has the highest ROI

Instagram comes in second [at 22%](https://www.statista.com/statistics/1284484/social-media-platforms-highest-return-on-investment/#:~:text=During%20an%20October%202024%20survey,percent%20of%20the%20participants%2C%20respectively.), followed by YouTube at 12%.

 ![Bar chart showing the share of respondents by social media platform. Facebook accounts for the largest share at 28%, followed by Instagram at 22%, and YouTube at 12%.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-13-620x397.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/1284484/social-media-platforms-highest-return-on-investment/#:~:text=During%20an%20October%202024%20survey,percent%20of%20the%20participants%2C%20respectively.)

## TikTok statistics

### 26\. TikTok has 1.9 billion active monthly users

TikTok reached [one billion users](https://www.statista.com/chart/25974/social-networks-time-spent-to-reach-one-billion-mau/#:~:text=Launched%20to%20the%20international%20market%20in%202016%2C,years%20to%20reach%20one%20billion%20active%20users.&text=Even%20though%20TikTok%20still%20would%20need%20to,than%20Facebook%20did%20back%20in%20the%20day.) in 2021, just five years after launch.

 ![Horizontal bar chart showing that TikTok has 1.9 monthly active users.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-14-620x264.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/)

### 27\. 37% of U.S. adults use TikTok

In 2021, 21% of U.S. adults used TikTok. That increased to 37% in 2025, making TikTok the fastest-growing platform from 2021-2025.

 ![Line chart showing the share of U.S. adults who say they ever use each social media platform from 2012 to 2025. TikTok shows rapid growth compared with other platforms, rising from low usage in the late 2010s to roughly one-third of U.S. adults by 2025.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-15-620x560.png)

_Source:_ [_Pew Research_](https://www.pewresearch.org/internet/fact-sheet/social-media/)

### 28\. 20% of TikTok users in the U.S. regularly get their news from the platform

In 2020, only 3% of U.S. adults consumed news content on TikTok, jumping to 14% in 2023, now 20% in 2025.

News consumption on Instagram and YouTube has also significantly increased.

 ![Grouped bar charts showing the share of U.S. adults who say they regularly get news on TikTok from 2020 to 2024, by age group. Overall TikTok news use among U.S. adults rises from about 3% in 2020 to around 20% in 2024. Growth is strongest among ages 18–29 age group.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-16-620x471.png)

_Source:_ [_Pew Research_](https://www.pewresearch.org/short-reads/2025/09/25/1-in-5-americans-now-regularly-get-news-on-tiktok-up-sharply-from-2020/)

### 29\. Half of TikTok users never post a video

This indicates [half of TikTok users](https://www.pewresearch.org/internet/2024/02/22/how-u-s-adults-use-tiktok/) are there to consume content, whereas the other half create _and_ consume.

 ![About half of US adult TikTok users have ever posted a video](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-25-620x1250.jpg)

_Source:_ [_Pew Research_](https://www.pewresearch.org/internet/2024/02/22/how-u-s-adults-use-tiktok/)

### 30\. 98% of TikTok content is produced by 25% of its users

When measuring public content, the [most active 25%](https://www.pewresearch.org/short-reads/2024/12/20/8-facts-about-americans-and-tiktok/) of TikTok users post almost all of it. Pew Research also found that those who post videos tend to follow more people, have more followers themselves, and are more likely to have a completed profile bio.

 ![Most active 25 percent of US adult TikTok users produce 98 percent of public content](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-26-620x737.jpg)

_Source:_ [_Pew Research_](https://www.pewresearch.org/short-reads/2024/12/20/8-facts-about-americans-and-tiktok/)

## X (Twitter) statistics

### 31\. X (Twitter) has 557 million active monthly users

X (Twitter) is still a top social platform with [557 million monthly active users](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/).

 ![Horizontal bar chart showing the world’s largest social media platforms by monthly active users (in millions). X (formerly Twitter) has about 557 million active users.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-17-620x607.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/)

### 32\. X is most popular in the U.S. with 99.04 million users

X (Twitter) users from the U.S. [far outnumber](https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/) the country with the next highest user base: Japan, with 71.19 million users.

 ![Horizontal bar chart showing the largest country audiences for X (formerly Twitter), measured in millions of users. X is most popular in the U.S. with 99.04 million users, followed by the United States at about 99 million users.](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-18-620x278.png)

_Source:_ [_Statista_](https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/)

### 33\. 55% of daily X users still call it Twitter

Rebranding can be tough. Only [one in five users](https://www.statista.com/statistics/1487898/us-adults-referring-to-x-twitter/) referred to the platform as X.

 ![Adults in the United States on how they refer to X formerly Twitter as of June 2024](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-29-620x382.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/1487898/us-adults-referring-to-x-twitter/)

### 34\. Average impressions per post on X (Twitter) increased 75.8% YoY

The average X (Twitter) post earned [2,121 impressions in 2025](https://www.statista.com/statistics/1483819/x-twitter-average-impressions-posts/), up from 1,206 impressions in 2023.

 ![Average number of impressions of posts on X formerly Twitter in 2023 and 2024](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-30-620x391.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/1483819/x-twitter-average-impressions-posts/)

### 35\. The average number of replies per X post increased 107% YoY in 2024

The average X post received 1.64 replies in 2023 compared to [3.4 replies](https://www.statista.com/statistics/1483830/x-twitter-average-replies-posts/) in 2024.

 ![Average number of replies on X formerly Twitter posts in 2023 and 2024](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-31.pg_-620x386.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/1483830/x-twitter-average-replies-posts/)

## LinkedIn statistics

### 36\. Comments increased 37% YoY in 2025 Q2

This [social media stat](https://news.linkedin.com/2025/linkedin-business-highlights-from-microsoft-s-q2-fy25-earnings) points to LinkedIn users spending more time on the platform in 2025.Make the most of this engagement boost with our [guide to using LinkedIn for business](https://blog.hootsuite.com/linkedin-for-business/).

### 37\. LinkedIn posts earn an average 612.9 engagements for accounts with 2,000-10,000 followers

Predictably, average engagements on LinkedIn are correlated with follower count.

For accounts classified as “medium,” each post receives an average of 612.9 engagements. For “small” accounts, it’s 261 engagements per post.

[The study](https://www.statista.com/statistics/1460614/linkedin-average-impressions-account-size/) defined accounts as follows:

-   Huge: 50,000 – 55,000
-   Tiny: 0 – 500
-   Small: 500 – 2,000
-   Medium: 2,000 – 10,000
-   Big: 10,000 – 50,000

 ![Average number of impressions on LinkedIn posts as of January 2024 by account size](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-35-620x383.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/1460614/linkedin-average-impressions-account-size/)

### 38\. Job seekers accept LinkedIn’s AI-assisted messages 44% more often

The company reports that users accept their new AI-assisted recruitment messages from companies [44% more often](https://news.linkedin.com/2024/October/LinkedIn_Business_Highlights_from_FY25_Q1_Earnings) than regular direct messages — so you can find top talent even faster.

### 39\. 85% of B2B marketers say LinkedIn delivers the highest ROI

Perhaps unsurprisingly, B2B marketers love LinkedIn, with [85% naming it their highest performing channel](https://www.statista.com/statistics/1441190/b2b-social-media-content-marketing-platform/). Facebook took second place with 28% and YouTube was third with 22%.

## Pinterest statistics

### 40\. 36% of U.S. adults use Pinterest

Pinterest is the [fourth most popular social platform](https://www.pewresearch.org/internet/fact-sheet/social-media/) in the U.S. for people ages 18-65 — even outranking TikTok.

 ![36% of U.S. adults use Pinterest in 2025](https://blog.hootsuite.com/wp-content/uploads/2025/04/image-19-620x423.png)

_Source:_ [_Pew Research_](https://www.pewresearch.org/internet/fact-sheet/social-media/)

### 41\. 70% of Pinterest users are women

According to Pinterest, its global audience is [70% women and 30% men](https://business.pinterest.com/audience/).

### 42\. Almost 90 million people in the U.S. use Pinterest

Of Pinterest’s [553 million monthly active users](https://business.pinterest.com/en-ca/audience/), 89.9 million of them are located in the United States. Pinterest is also popular in Brazil (38.93 million users), Mexico (24.68 million users), and Germany (19.33 million users).

 ![Leading countries based on Pinterest audience size as of April 2024 in millions](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-38-620x420.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/328106/pinterest-penetration-markets/)

### 43\. 42% of Pinterest’s audience is Gen Z — and they’re here to shop

Gen Z makes up [42% of Pinterest users](https://business.pinterest.com/en-gb/blog/gen-z-marketing-on-pinterest/), and they’re using the platform more than ever: searches by Gen Z users are up 30% year over year. 

Plus, Gen Z users are 30% more likely to shop online compared to other demographics.

### 44\. Pinterest users are most interested in music, cooking, and DIY content

While always popular, these content categories continue to grow.

![types of user generated content consumed by Pinterest users](https://blog.hootsuite.com/wp-content/uploads/2025/04/Screenshot-2025-04-08-at-7.13.57%E2%80%AFPM-620x343.png)

_Source:_ [_Marketing Charts_](https://www.marketingcharts.com/digital/social-media-232675)

## RedNote statistics

### 45\. Over 3.78 million U.S. users downloaded RedNote in 2025 Q1

In large part due to the United States’ temporary TikTok ban in January 2025, some U.S. users flocked to RedNote (also known as Xiaohongshu), a Chinese-developed social platform with [known privacy risks](https://citizenlab.ca/2025/02/network-security-issues-in-rednote/).

 ![Number of quarterly Xiaohongshu RedNote mobile app downloads in the United States and China from 2015 to 2025](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-39-620x376.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/1551059/xiaohongshu-rednote-downloads-china-usa/)

### 46\. RedNote expects $100 billion in sales for 2025

As RedNote’s popularity continues to grow in China and abroad, ecommerce features and brand partnerships evolve alongside it. RedNote creators can partner with brands for livestream and other sales opportunities.

Ecommerce consultant Jacob Cooke [says](https://www.reuters.com/technology/chinas-instagram-like-xiaohongshu-making-inroads-with-e-commerce-sales-2024-12-16/) they are “…anticipating triple-digit gains in Xiaohongshu’s GMV (gross merchandise volume, a measure of sales) \[in 2025\].”Top-spending [RedNote advertisers](https://www.statista.com/statistics/1538947/china-apparel-and-accessories-industry-ad-expending-on-xiaohongshu-influencer-marketing-by-brand/) include Lancome, Hermes, Bvlgari, and others.

### 47\. 40% of RedNote users are under 24 years old

An estimated 40% of RedNote’s active users are under 24 years old. A further 14% are between ages 35 and 44.

## Bluesky statistics

### 48\. Bluesky was downloaded 1.1 million times March 2025

Launched in 2023, Bluesky peaked at [1.23 million app downloads](https://www.statista.com/statistics/1382164/bluesky-worldwide-downloads-by-platform/) in February 2024, followed by an all-time high [1.8 million downloads](https://www.statista.com/statistics/1399030/global-bluesky-installs/) in November 2024.

### 49\. Bluesky has a total user count of 40 million

Bluesky’s user count [exceeded 40 million](https://www.statista.com/statistics/1536616/global-bluesky-users/) in October 2025.

### 50\. 62% of Bluesky users say AI will have a positive impact on their life in 10 years

Bluesky users [are more likely](https://civicscience.com/infographic-bluesky-vs-threads/) than those of other platforms to say AI will positively impact them.

 ![Percentage who say AI will have at least somewhat positive impact on their overall quality of life over the next 10 years](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-40-620x347.jpg)

_Source:_ [_Civic Science_](https://civicscience.com/infographic-bluesky-vs-threads/)

### 51\. 40% of Bluesky visitors are between ages 25-44

Most of Bluesky’s web traffic visitors are [between 25-34 years old](https://www.statista.com/statistics/1552760/bluesky-global-users-age-group/), but otherwise fairly evenly distributed.

 ![Distribution of Bluesky visitors worldwide as of December 2024 by age group](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-43-620x390.jpg)

_Source:_ [_Statista_](https://www.statista.com/statistics/1552760/bluesky-global-users-age-group/)

## Social media engagement and performance statistics

### 52\. Mid-length comments earn 151.6% higher engagement for brands

Our Social Trends research uncovered that [41% of brands](https://www.hootsuite.com/research/social-trends) are experimenting with proactive outbound comments to boost visibility (a.k.a. commenting on posts by others). We found when the original poster replies, brands get an average 1.6X more engagements on those comments.

For best results, keep comments between 50-99 characters. Less or more than that earns less engagement.

 ![Brands generate more buzz with mid length outbound comments](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-44-620x480.jpg)

_Source:_ [_Hootsuite Social Trends 2025 Report_](https://www.hootsuite.com/research/social-trends)

### 53\. Average social media engagement rates are between 1.4% and 2.8% in 2025

Based on data from countless social posts across 12 industries, we’ve identified the average engagement rates in 2025 across LinkedIn, TikTok, Instagram Reels, Instagram, X (Twitter), and Facebook.

Dive deeper with our article on [average engagement rates by industry and platform in 2025](https://blog.hootsuite.com/social-media-engagement/) with all the charts and benchmarks you need.

![engagement rate industry overall by social media platform](https://blog.hootsuite.com/wp-content/uploads/2025/04/Screenshot-2025-04-08-at-7.27.02%E2%80%AFPM-620x417.png)

### 54\. You don’t have to post more often to get more engagement

How much engagement you get comes down to way more than posting frequency, but our research shows a correlation between fewer posts per week and higher average engagement… in most cases.

Learn [how often you should post to maximize engagement](https://blog.hootsuite.com/how-often-to-post-on-social-media/), sorted by platform and industry.

![Instagram weekly frequency and engagement rate](https://blog.hootsuite.com/wp-content/uploads/2025/04/Screenshot-2025-04-08-at-7.27.58%E2%80%AFPM-620x430.png)

## Social media advertising and ecommerce statistics

### 55\. Short-form video is the most influential social content

For the best bang for your ad spend, short-form video ranks highest for recall and effectiveness.

![Short videos are most noticed and most influential type of social commerce content](https://blog.hootsuite.com/wp-content/uploads/2025/04/Screenshot-2025-04-08-at-7.30.41%E2%80%AFPM.png)

_Source:_ [_eMarketer_](https://www.emarketer.com/content/social-platforms-outline-predictions-year-ahead)

### 56\. Influencer marketing spend expected to surpass social and digital ad spend in 2025

eMarketer predicts spending across influencer, social, and digital advertising will all slightly decline in 2025, but that influencer marketing spending will eclipse social and digital spending for the first time.

![influencer marketing spending growth in the US will outpace social and digital ad spending 2025](https://blog.hootsuite.com/wp-content/uploads/2025/04/Screenshot-2025-04-08-at-7.32.16%E2%80%AFPM.png)

_Source:_ [_eMarketer_](https://www.emarketer.com/content/agencies-trying-keep-pace-with-influencer-marketing-s-evolution)

### 57\. TikTok converts 43.8% of users into buyers

…and eMarketer predicts TikTok’s effectiveness will [only increase](https://www.emarketer.com/content/us-social-commerce-forecast-2024) in 2026, continuing to outperform other social platforms.

![TikTok will convert over 40 percent of US users into buyers in 2024 ahead of Facebook and Instagram](https://blog.hootsuite.com/wp-content/uploads/2025/04/Screenshot-2025-04-08-at-7.43.58%E2%80%AFPM.png)

_Source:_ [_eMarketer_](https://www.emarketer.com/content/us-social-commerce-forecast-2024)

### 58\. Facebook is the top social ecommerce platform in the U.S

[60.9% of social shoppers](https://www.emarketer.com/forecasts/5e700975c3317b012c8f34e4/5e7008861beeb907e46210ed/) have made a purchase via the Facebook platform, followed by 35% on TikTok.

## Statistics about the use of AI on social media

### 59\. AI usage among social media marketers is up almost 180%.

Social marketers were already using AI in 2023 to generate ideas, images, write copy, and more, and [that’s almost doubled](https://www.hootsuite.com/research/social-trends) for some.

Curious? Check our [social media AI tools guide](https://blog.hootsuite.com/ai-content-creation-tools/) for the latest ways to save time on every task on your to do list.

 ![social marketers double down on generate AI in 2024](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-45-620x533.jpg)

_Source:_ [_Hootsuite Social Trends 2025 Report_](https://www.hootsuite.com/research/social-trends)

### 60\. 83% of social marketers say AI helps them create significantly more content

When it comes to saving time with AI, say yes or risk distress: Our research found for optional engagement, brands should post between [48 to 72 times per week](https://blog.hootsuite.com/how-often-to-post-on-social-media/?utm_campaign=all-tier_1_campaigns-trends_2025-glo-none-------&utm_source=report&utm_medium=owned_content&utm_content=). _Eeks._

 ![optimal posting frequency for brands by social network](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-46-620x1125.jpg)

_Source:_ [_Hootsuite Social Trends 2025 Report_](https://www.hootsuite.com/research/social-trends)

### 61\. Regulated industries are using AI up to 50% more than unregulated industries

While regulated industries like finance, healthcare, and government have specific guidelines for using AI tools, [our research shows](https://www.hootsuite.com/research/social-trends) when it comes to marketing, regulated industries are reaping the benefits more than their non-regulated counterparts.

Still holding back on AI? Learn how to [grow with AI while staying compliant](https://blog.hootsuite.com/social-media-compliance/).

 ![Social marketers in regulated industries embrace AI](https://blog.hootsuite.com/wp-content/uploads/2025/04/social-media-statistics-47-620x576.jpg)

_Source:_ [_Hootsuite Social Trends 2025 Report_](https://www.hootsuite.com/research/social-trends)

## How to use social media stats to inform your strategy

### 1\. Update your social media marketing strategy

Social media statistics don’t automatically mean you should shift your entire strategy, but take what you’ve learned here and apply what makes sense for your organization’s goals.

### 2\. Plan content specifically for each platform

You don’t need to be on every platform to reach your social media marketing goals. But for each one you are on, understand why and how people use it. Align your content with what people expect to see there.

For example, maybe videos perform best for you on Instagram and long text posts perform best on LinkedIn. Plan accordingly. (**Psst:** Here’s a [free social media calendar template](https://blog.hootsuite.com/social-media-calendar/) to help with that!)

### 3\. Experiment

Try to strike a healthy balance between strategic content aligned with your business goals and experimenting with new topics and formats to see what performs best.

### 4\. Track your performance (and take action)

Know what’s working, then do more of that.

Save a billion hours of tracking analytics manually on each platform with everything you need in [Perch by Hootsuite](https://www.hootsuite.com/perch).

Use Perch to…

-   Track performance across all social profiles in one place, including organic and paid campaigns.
-   Compare your performance against industry benchmarks and competitors.
-   Measure your true [social media ROI](https://blog.hootsuite.com/social-media-roi/) and easily report to your boss with customizable dashboards and templates.

Deeply understand your audience, what’s working, and what’s not.

## **FAQ: Social media statistics**

### What social media statistics should enterprise marketers know in 2026?

Enterprise marketers should pay close attention to how many people use each platform, how long they spend there, and which social networks offer the highest ROI. In 2026, key stats include growth by platform, social commerce adoption, and influencer marketing spend.

### What are the key social media statistics that help with strategy and planning?

The most helpful stats for planning show how people actually use social media. Metrics like total users, daily time spent, fastest-growing platforms, and engagement rates help teams decide where to focus their efforts and how behavior is changing year over year.

### How does social media usage differ by platform and region?

Social media usage looks different depending on the platform and where people live. For example, YouTube and Facebook are popular with adults in the U.S., while WhatsApp is more common in parts of Europe and Latin America. TikTok is growing quickly in many regions, especially among younger users. **These differences matter for global brands that use regional strategies in their digital marketing.**

### Which social media statistics affect media and budget decisions?

Budget decisions are shaped by stats tied to performance and return. Brands look at which platforms deliver the best ROI, where engagement is growing, and how influencer marketing compares to paid social media ads. 

Taking an in-depth look at conversion rates and ad performance also helps teams decide where to spend more and where to scale back.

### How do brands use social media statistics to decide where to invest?

Brands use social media stats to compare platforms, test new channels, and lower risk. Instead of guessing, teams use data like platform growth, engagement trends, and buying behavior to decide where to invest in content, ads, and creators over time.

**Save time and grow your social presence with Hootsuite. Use** [**Perch**](https://www.hootsuite.com/perch) **to plan and schedule content, measure your social media performance, and more — all in one dashboard. Try Hootsuite free today.**

![Laptop with Hootsuite Dashboard](https://blog.hootsuite.com/wp-content/themes/hootsuite-theme/images/laptop.png)

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Create. Schedule. Publish. Engage. Measure. Win.

[By Michelle Martin](https://blog.hootsuite.com/author/michelle-martin/)

![Michelle Martin](https://secure.gravatar.com/avatar/2208c6c7abc01f36db1fdc3011cbec8001041f5413719c99feb0fd260ab8b992?s=112&d=mm&r=g)

As an ex-agency strategist turned freelance WFH fashion icon, Michelle is passionate about putting the sass in SaaS content. She's known for quickly understanding and distilling complicated technical topics into conversational copy that gets results. She has written for Fortune 500 companies and startups, and her clients have earned features in Forbes, Strategy Magazine and Entrepreneur.

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