50 Social Media Statistics for Marketers in 2025
In 2025, social media doesn’t just dominate the digital landscape, it is the digital landscape. There’s no point downplaying it, many of our livelihoods depend on social media (including ours at Metricool!). So it’s important we all understand what the heck is going on, and what it all means. That’s why we have come up with this list of 50 interesting social media statistics that every digital marketer should know. So dive in and use these insights to create and inform your digital marketing strategy for 2025.
How we gathered this data…
We recently completed our 2025 Social Media Study, which is packed with data we gathered from over 1 million social media accounts. Our study analyzed over 21 million posts from accounts of all sizes, from less than 500 to more than 50,000 followers. Most of the statistics included in this article will be from our study, with other data retrieved from sources such as Statista and Google. You can find the full list of sources at the end of the article.
2025 Social Media Statistics1
1. 5.22 billion people around the world use social media in 2025. That’s 63.8% of the global population.
2. Over 240 million US adults use social media.
3. Smaller social media accounts (>2,000 followers) performed best on Youtube in 2024, with an average impressions per follower increase of over 600%.
4. Twitch was the worst for these small accounts, with an average impressions per follower decrease of -96.24%
5. “Boomers” are most prominent on Facebook & Linkedin with 11% of users on each platform.
6. Twitch had the highest percentage of Gen Z users in 2024, with 48%
7. Dislikes increased by 11% on Youtube in 2024.
8. Instagram posts reach increased by 21%
9. Average interactions increased most on LinkedIn, with a 99% growth vs 2023.
10. Average watch time increased on TikTok by 71%.
Facebook Statistics2
11. Over 3 billion people use Facebook every day.
12. Facebook is the third most visited website in the world, after Google and YouTube.
13. Facebook Reels reach increased by 13% in 2024.
14. Facebook reels received just 0.02 interactions per follower in 2024 in small accounts (>2,000 followers) and 0.01 interactions per follower in medium (2,000-10,000) to big (10,000 – 50,000) accounts.
15. Facebook posts reach decreased by 41% in 2024.
Instagram Statistics3
16. The largest demographic of Instagram users is males between the ages of 18 and 24, with 16.5%
17. Most Instagram users are between the ages of 18 and 24.
18. Over half of Instagram users were aged 34 or under in 2024.
19. Instagram Reels reach decreased by 20% in 2024.
20. The engagement rate for Instagram Posts increased by 6.63%, and Reels by 5.62%.
YouTube Statistics4
21. Youtube had more than 2.5 billion monthly users in 2024, second only to Facebook.
22. The number of Youtube Premium subscribers reached over 100 million worldwide in 2024.
23. Small Youtube accounts (>2,000 followers) received 26.29 impressions per follower, much more than TikTok or Instagram accounts of similar sizes.
24. These small accounts also had the highest interactions per follower on Youtube with 0.43.
25. Ads on YouTube received 57% more view time than other digital platforms.
LinkedIn Statistics5
26. The majority of LinkedIn users are aged between 25 and 34 (50.6%)
27. 24.5% of users are 18-24
28. LinkedIn posts from accounts with 2,000-50,000 followers enjoyed an engagement rate increase of 14.2% in 2024.
29. Small accounts achieved 23.54 clicks per post in 2024.
30. Less than 20% of LinkedIn users are from Gen Z.
TikTok Statistics6
31. In Q4 of 2024 TikTok generated over $1 billion in global revenue.
32. 54.8 % of TikTok users are male.
33. TikTok has over 1.2 billion active monthly users
34. 37.% of TikTok users are from Gen Z.
35. 16,000 videos were uploaded to TikTok per minute in 2024.
Pinterest Statistics7
36. Pinterest users save more than 1.5 billion Pins per week, across more than 10 million boards.
37. 30% of luxury shoppers on Pinterest earn more than $100,000/year.
38. Pinterest clicks increased by 55% in 2024
39. Millenials are the largest demographic of Pinterest users, at 35%.
40. Boomers make up the smallest proportion, with 8%.
Twitch Statistics8
41. League of Legends is the most popular game on this platform as of 2024, with more than 66 billion all-time views.
42. There were 6.91 million monthly active streamers on twitch in 2024.
43. This number has continued to fall yearly since it’s 2021 peak of 9.89 million.
44. 69% of Twitch users are between the ages of 20 and 39.
45. In May 2022 just 0.3% of Boomers used Twitch. Today, that percentage is closer to 2%.
X (Twitter) Statistics9
46. X has around 429 million global users.
47. Most of these users are in the US with 106 million.
48. Males make up 61% of the X population
49. The number of global Twitter users decreased by 18.2 million between 2023 and 2024.
50. 38% of X users are Millenials.
For the full array of insights from our 2025 Social Media Study watch the video below, or download the full study FREE with the form.
Data sources:
- https://www.statista.com/statistics/617136/digital-population-worldwide/
https://www.statista.com/statistics/1044012/us-digital-audience/
https://metricool.com/social-media-study/↩︎ - https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
https://www.similarweb.com/top-websites/
https://metricool.com/social-media-study/↩︎ - https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/
https://metricool.com/social-media-study/↩︎ - https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
https://www.statista.com/statistics/1344265/youtube-paying-subscribers/
https://metricool.com/social-media-study/
https://www.thinkwithgoogle.com/marketing-strategies/video/video-ad-creative-experiments/ ↩︎ - https://www.statista.com/statistics/273505/global-linkedin-age-group/
https://metricool.com/social-media-study/↩︎ - https://www.statista.com/statistics/1377090/tiktok-worldwide-in-app-revenues-quarterly/
https://www.statista.com/statistics/1299785/distribution-tiktok-users-gender/
https://metricool.com/tiktok-study/
https://metricool.com/social-media-study/
https://www.statista.com/statistics/195140/new-user-generated-content-uploaded-by-users-per-minute/↩︎ - https://newsroom.pinterest.com/en-gb/news/study-the-consumers-luxury-brands-care-about-the-most-are-on-pinterest/
https://metricool.com/social-media-study/↩︎ - https://www.statista.com/statistics/1133004/twitch-all-time-viewers-games/
https://www.statista.com/statistics/746173/monthly-active-streamers-on-twitch/
https://metricool.com/social-media-study/ ↩︎ - https://www.statista.com/forecasts/1146722/twitter-users-in-the-world
https://www.statista.com/statistics/828092/distribution-of-users-on-twitter-worldwide-gender/
https://metricool.com/social-media-study/↩︎
