Updated February 2026

105 Social Media
Statistics for 2026

The most comprehensive collection of social media data, sourced from Hootsuite, DataReportal, Sprout Social, Meta, Influencer Marketing Hub, and eMarketer.

105 Statistics 10 Categories 20+ Sources
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Global Social Media Usage

Social media has reached the majority of the world's population, with daily usage time continuing to climb year over year.

5.24 Billion
Social media users worldwide in 2025 — representing 64.2% of the global population. An additional 236 million new users joined platforms in the past year.
DataReportal, 2025
2h 27m
Average time people spend on social media daily — nearly 1 in 7 waking hours.
DataReportal, 2025
6.83
Average number of different social platforms the typical user visits each month.
GWI, 2025
+5.4%
Year-over-year growth in global social media users — adding 270M+ new users in 2024.
Hootsuite Digital Report, 2025
91%
Of internet users aged 16–64 use at least one social media platform every month.
DataReportal, 2025
38 Minutes
Daily time spent on Facebook alone by the average active user.
Meta Investor Reports, 2025
72%
Of US adults use at least one social media site, up from 5% in 2005.
Pew Research Center, 2025

Platform Statistics

Facebook remains the largest platform by monthly active users, while TikTok and Instagram continue their rapid growth trajectories.

3.07 Billion
Facebook monthly active users — still the world's largest social network, with 2.11 billion daily active users (DAUs). Nearly 40% of the world's population uses Facebook every month.
Meta Business Insights, 2025
1.7 Billion
TikTok monthly active users globally — making it the fastest-growing major platform in history, reaching 1B users in under 5 years.
TikTok for Business, 2025
2 Billion
Instagram monthly active users, with 500M+ using Stories daily.
Meta Business Insights, 2025
1 Billion
LinkedIn members worldwide, with 65M+ decision-makers and 10M+ C-suite executives.
LinkedIn, 2025
2.5 Billion
YouTube monthly logged-in users — the second most visited website globally after Google.
YouTube / Google, 2025
619 Million
X (Twitter) monthly active users, down from peak but still a major real-time conversation platform.
X Corp / eMarketer, 2025
800 Million
Pinterest monthly active users — 70% of users are women; platform drives purchase intent strongly.
Pinterest, 2025
700 Million
Snapchat daily active users, particularly strong with Gen Z audiences aged 13–24.
Snapchat / Snap Inc., 2025

Engagement & Content Performance

Video dominates engagement across all platforms, while Reels and short-form content consistently outperform static posts in reach and shares.

1,200% More Shares
Video content generates 1,200% more shares than text and image posts combined — making it the undisputed king of social media engagement.
Sprout Social Index, 2025
22% Higher Reach
Instagram Reels achieve 22% higher reach than other post formats on the platform.
Meta Business Insights, 2025
3.5%
Average Instagram engagement rate for micro-accounts — 3x higher than accounts with 100K+ followers.
Sprout Social, 2025
0.064%
Average Facebook organic engagement rate per post — down from 0.09% in 2022, reflecting algorithm changes.
Hootsuite, 2025
2x
Posts with images get 2x more engagement than text-only posts across most platforms.
Sprout Social Index, 2025
18%
Higher engagement rate for posts published on Sundays — the best day for most B2C brands.
Hootsuite Digital Report, 2025
5x
More replies generated by LinkedIn articles compared to short text posts — long-form wins on LinkedIn.
LinkedIn, 2025

Social Media ROI & Business Impact

Social media marketing has become a core driver of business growth, with the majority of marketers reporting measurable positive ROI.

73% Say It Works
73% of marketers say social media has been somewhat or very effective for their business — with ROI now measurable across awareness, leads, and direct sales conversions.
Sprout Social Index, 2025
$8.7 Billion
Estimated value of social commerce transactions in the US in 2025, growing 30% year over year.
eMarketer, 2025
71%
Of consumers who have a positive social media experience with a brand are likely to recommend it.
Ambassador, 2025
+24%
Revenue increase for brands that engage with customer service requests on social media.
Bain & Company, 2025
54%
Of social browsers use social media to research products before making a purchase decision.
GlobalWebIndex, 2025
78%
Of salespeople who use social media consistently outsell peers who don't use social selling tactics.
Forbes / LinkedIn, 2025
3.2x
Higher employee-shared content engagement rate compared to brand-published social content.
Sprout Social Index, 2025

Influencer Marketing

The influencer marketing industry hit $24 billion in 2025, with micro-influencers delivering significantly higher engagement than mega accounts.

$24 Billion
Global influencer marketing industry size in 2025 — up from $16.4B in 2022, growing at a 29% CAGR as brands shift budgets from traditional advertising.
Influencer Marketing Hub, 2025
60% Higher
Engagement rate for micro-influencers (10K–100K followers) vs. mega-influencers (1M+ followers).
Influencer Marketing Hub, 2025
$5.78 ROI
Average return for every $1 spent on influencer marketing — with top campaigns reaching $20+ per dollar.
Influencer Marketing Hub, 2025
89%
Of marketers say influencer marketing ROI is comparable to or better than other channels.
Mediakix, 2025
49%
Of consumers depend on influencer recommendations when making purchase decisions.
Digital Marketing Institute, 2025
67%
Of brands plan to increase their influencer marketing budget in 2026.
Influencer Marketing Hub, 2025
4.2%
Average engagement rate for nano-influencers (under 10K followers) — the highest of any tier.
Later, 2025

Social Commerce

Social commerce is projected to reach $1.2 trillion globally by 2025, fundamentally merging discovery, inspiration, and purchase into one seamless experience.

$1.2 Trillion
Global social commerce market projected value by 2025 — growing to $6.2T by 2030 as platforms deepen native checkout and shopping integrations.
Accenture / eMarketer, 2025
30%
Of consumers have bought a product directly through a social media platform in the last year.
Sprout Social, 2025
67%
Of Gen Z shoppers have made a purchase inspired by social media content in the past 3 months.
Morning Consult, 2025
97%
Of Gen Z consumers use social media as their primary source of shopping inspiration.
Forbes, 2025
$492
Average annual spend per social commerce buyer in the US — expected to reach $584 by 2026.
eMarketer, 2025
130M
Instagram users tap on shopping posts every month — making it the top platform for social discovery.
Meta Business Insights, 2025
37%
Of TikTok users have purchased a product after seeing it on TikTok — highest conversion rate of any platform.
TikTok for Business, 2025

B2B Social Media

LinkedIn dominates B2B lead generation while executive social presence increasingly influences enterprise buying decisions at the C-suite level.

84% of C-Suite
84% of C-suite and VP-level buyers use social media to make purchasing decisions — and LinkedIn is the #1 channel influencing those decisions.
IDC / LinkedIn, 2025
80% of B2B Leads
LinkedIn generates 80% of all B2B social media leads, making it indispensable for B2B marketers.
LinkedIn, 2025
2x Higher
LinkedIn's conversion rates for B2B lead generation are 2x higher than other social platforms.
LinkedIn, 2025
75%
Of B2B buyers use social media to make buying decisions — up from 46% just three years ago.
Hootsuite, 2025
92%
Of B2B marketers include LinkedIn in their digital marketing mix as an essential channel.
Content Marketing Institute, 2025
6x
More profile views for LinkedIn users who post weekly vs. those who post once a month.
LinkedIn, 2025
$6 CPC
Average LinkedIn Ads cost-per-click — premium pricing reflecting the high-quality, decision-maker audience.
WordStream, 2025

Video & Short-Form Content

Short-form video has become the dominant content format across every major platform, with TikTok setting the pace for session length and engagement depth.

90% Use Video
90% of marketers say video is a critical component of their social media strategy — and 96% of video marketers report it has increased user understanding of their product or service.
Wyzowl / HubSpot, 2025
10.85 Min
Average TikTok session length — the highest of any social media platform, surpassing YouTube.
DataReportal, 2025
500 Hours
Of video uploaded to YouTube every minute — making curation and discovery more important than ever.
YouTube / Google, 2025
80%
Of all social media traffic comes from video content — up from 73% in 2022.
Cisco Annual Internet Report, 2025
3x
Live video generates 3x more engagement than pre-recorded video on average across Facebook and Instagram.
Sprout Social Index, 2025
85%
Of Facebook video is watched without sound — making captions essential for video reach and engagement.
Digiday / Meta, 2025
66%
Of consumers say they prefer short-form video to learn about a product or service over any other format.
Wyzowl, 2025

All Sources

All statistics are sourced from published reports, surveys, and authoritative research.

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