170 Social Media Statistics & Facts Businesses Need to Know

The average US adult spends almost two and a half hours on social media PER DAY. No wonder social media marketing and advertising are the top two channels small businesses are currently using. Social platforms turn potential customers into engaged, accessible audiences that brands can interact with.

So, to help inform your social media marketing and advertising strategy, I’m sharing all the data points you need for the best approach to each platform. You can reference this list of social media statistics whenever you’re wondering when, where, and what to post so your business transforms into a social media superstar.

Contents

• General social media statistics
• Facebook statistics
• Instagram statistics
• X statistics
• LinkedIn statistics
• TikTok statistics
• Snapchat statistics
• Pinterest statistics
• Statistics on social media and AI
• Even more social media statistics: Fun facts

Striking social media statistics

To kick our list off, here are some general social media stats.

• 66% of businesses use social media marketing, and 56% use social media ads.
• 47% of businesses plan to invest more in social media advertising this year.
• There are 5.66 billion social media users (more than half of the world’s population!).
• 94.7% of the world’s internet users, regardless of age, now use social media each month.
• 84% of 18-to-29-year-olds in the US are active social media users.
• People spend an average of 2 hours and 25 minutes per day on social media.
• 54% of people use social media to research products.
• Over 70% of people who have a positive experience with a business on social media will recommend that business to their networks.
• Nearly half of people rely on recommendations from social media influencers.
• 91% of users access social media channels on their mobile devices.
• 80% of all time spent on social media sites happens on mobile devices.
• People use an average of six different social media apps each month.
• 33% of small businesses use social media management tools.

⚡Download our definitive guide to social media marketing (simplified!) to better promote your business across platforms ASAP!

Fascinating Facebook statistics

Facebook, part of the Meta platform, is the most popular social media website and app in the world. Here are some fascinating Facebook statistics that show just how many people are using Facebook (spoiler alert: A LOT), how often, how they engage on the platform, and more.

• Facebook is the world’s third most-visited site.
• Facebook is the top social media platform, reaching 60% of all social media users.
• Facebook has 2.74 billion daily active users.
• 71% of US adults use Facebook.
• 73% of US users visit Facebook every single day.
• 93% of US users visit Facebook weekly.
• 61% of Facebook users are under 35 years old.
• 5% of Facebook users are over 65-years-old.
• Over 56% of Facebook users identify as male.
• 98% of Facebook users access the app on their mobile devices. While 82% of Facebook users access the app only on their mobile devices.
• 510,000 comments are posted on Facebook every minute.
• Facebook users spend 35 minutes on average on the platform every day (roughly 20 hours every month!).
• 56% of people visit Facebook to get information.
• 36% of people use Facebook as a news source.
• Native videos on Facebook have a 10X higher reach than YouTube links.
• Over 500 million people watch videos on Facebook every day.
• Posts with links get 73% less engagement than posts with videos.
• Over 35% of posts from Facebook pages are images.
• 48% of social media users are most likely to interact with short-form videos on Facebook compared to any other social site.

Facebook marketing and advertising stats

• 93% of US businesses use and are active on Facebook.
• Facebook advertising yields the highest return on investment across all paid advertising channels.
• Facebook users click on 12 Facebook ads on average every month.
• 73% of businesses use Facebook video ads.
• The best time for businesses to post on Facebook is Wednesday at 11 a.m. or between 1 and 2 p.m.
• 74% of Facebook videos are watched without sound.
• Over 90% of small businesses used Facebook for marketing and advertising this past year, compared to 76% in 2024.

Facebook is the top social media channel for marketing among small businesses. 

Interesting Instagram statistics

Here are some interesting Instagram stats that show how this Meta-owned property has grown and evolved in the last 10+ years.

• Instagram has over 3 billion monthly active users.
• 51% of Instagram users identify as female.
• 71% of Instagram users are under 35 years old.
• Over 69,000 photos and videos are shared on Instagram every minute.
• 500 million Instagram users view Instagram Stories daily.
• The average user spends 53 minutes per day on Instagram.
• 11% of people use Instagram as a news source.
• The average Instagram post has 7 hashtags. (Get some hashtag ideas to up your posts here!)
• Reels make up more than half of all content consumed on Instagram, accounting for 38%.

Instagram marketing and advertising stats

• Over 70% of businesses in the US use Instagram.
• 200 million Instagram users visit at least one business profile every day.
• 81% of people use Instagram to research products and services.
• Half of users have visited a website to make a purchase after seeing the business or product on Instagram.
• The average Instagram business account publishes one post per day.
• More than 80% of businesses say engagement is the most important metric to measure for Instagram marketing.
• The average engagement rate on Instagram is 96%. (Get our tips to check and improve engagement rate!)
• 90% of Instagram users follow at least one business on the platform.
• Stories from brands have an 86% completion rate.
• One-third of the most viewed stories are from businesses.
• One in five stories gets a direct message from its viewers.
• 180 million people tap on Instagram shopping posts every month.
• Seven out of 10 hashtags on Instagram are branded hashtags.
• The best time to post on Instagram is 11 a.m. on Mondays, Tuesdays, and Fridays.
• 69% of businesses use Instagram for video marketing.

Social media statistics for X (formerly Twitter)

Check out these X stats and facts.

• X yields about 4.3 million sessions per month, ranking it as this year’s sixth most-visited website.
• One-quarter of US adults use X.
• Over half of X users in the US access the site daily.
• Nearly 29% of X users are 25 to 34-years old.
• 70% of X users identify as male.
• 99% of X users are also active on at least one other social media channel.
• 350,000 X posts are published every minute.
• 7,000 of those X posts are about TV or movies.
• 92% of X posts in the US come from only 10% of X users.
• The median X user only posts once a month.
• 17% of US X users get their news from the platform.
• 82% of people on X watch video content on the platform.
• X is the sixth-ranked mobile app.
• 83% of the world’s leaders are on X.

X marketing stats

• Over 80% of B2B content marketers use X ads.
• X posts with images get 18% more click-throughs than those without.
• Nearly 80% of X users feel more positive about a business when they get a response to their posts.
• 80% of people on X have mentioned a business or brand in a thread.
• 76% of X users are likely to recommend a business after friendly service on X..
• Over 80% of B2B businesses use X for organic social media marketing.
• Engagement with X ads increased nearly 30% in the last few years.

Lovely LinkedIn statistics

Here are some LinkedIn stats that show how many people use LinkedIn, how they’re engaging on the platform, and how businesses can take advantage of LinkedIn marketing.

• LinkedIn has 310 million monthly active users.
• LinkedIn is the most trusted social media platform in the US.
• 40% of users visit LinkedIn daily.
• 57% of LinkedIn users identify as male.
• Nearly 60% of people using LinkedIn are between 25 and 34-years-old.
• 40 million people use LinkedIn to search for jobs every month.
• Three people get hired through LinkedIn every minute.
• 57% of users visit LinkedIn on their mobile devices.
• LinkedIn posts with images get 2X higher engagement than posts without images.
• People on LinkedIn are 20X more likely to reshare a post with a video.
• The average video watch time on LinkedIn is between 13 and 15 seconds.

LinkedIn marketing stats

• There are 70 million companies on LinkedIn.
• 96% of B2B content marketers use LinkedIn for social media marketing.
• 80% of B2B marketers use LinkedIn Ads.
• 4 out of 5 people on LinkedIn drive business decisions.
• Businesses that post on LinkedIn every week see twice the engagement of businesses that don’t.
• Businesses with an active and complete LinkedIn page get 5X more page views.
• 30% of a business’s engagement on LinkedIn comes from its employees.
• People are 14X more likely to share content from their employers on LinkedIn than other types of content.
• LinkedIn ads have more than 200 targeting characteristics, so you can get as fine-tuned as you’d like in your ads!
• Going live on LinkedIn gets 24x more comments and 7x more reactions than posting a video to the feed.

Towering TikTok statistics

Here are some TikTok stats that show how it has positioned itself among the other social media giants.

• TikTok has 1.9 billion monthly active users.
• More than 1 billion videos are viewed on TikTok every day.
• TikTok has been downloaded over 2 billion times, ranking it as one of the top downloaded apps of all time.
• 90% of TikTok users open the app more than once a day—8 times a day on average!
• The average TikTok user spends 52 minutes per day on the app.
• Users 15 and under spend up to 80 minutes on TikTok per day.
• 10 to 19-year-olds make up the largest percentage of users (25%).
• 20% of TikTok users are 20 to 29 years old.
• 33% of TikTok users said they watch less TV after joining TikTok.
• 20% of Americans now say they regularly get news on TikTok.

TikTok marketing stats

• TikTok has the highest engagement rate per post across social media sites.
• 37% of US TikTok users have a household income of over $100k.
• In one study, 72% of users found ads on TikTok “inspiring.”
• In that same study, 70% of users said they found TikTok ads enjoyable.
• 46% of TikTok users engage in the app without any other distractions–this is a marketer’s dream!
• 25% of TikTok users say they have purchased or researched a product after seeing a TikTok about it.
• High-volume posting schedules correlate with audience size; TikTok accounts with more followers post an average of nearly 30 videos weekly compared to just 2-3 videos weekly for smaller profiles.

Snappy Snapchat statistics

Here are some Snapchat stats that show just who uses Snapchat and how.

• There are 406 million daily active users on Snapchat.
• 101 million users are in the US.
• 63% of Snapchatters use the app every day.
• 61% of Snapchat users identify as female.
• 5 billion snaps are created every day.
• Snapchat can reach 90% of 13 to 24-year-olds.
• Snapchat is the second-most visited social platform in the US.
• The average Snapchatter uses the app for 30 minutes a day.
• The average Snapchat user opens the app more than 30 times per day.

Snapchat marketing stats

• Snapchat users are more likely to make purchases from their mobile devices than non-Snapchat users.
• Snapchatters are 60% more likely to make impulse purchases.
• 35% of Snapchat users send snaps to their friends about products they want to buy.
• The average swipe-up rate for Snapchat ads is 50%.
• The average cost per swipe is $0.30-1.00.

Perfect Pinterest statistics

Here are some Pinterest statistics that show its power.

• Pinterest has 459 million monthly active users.
• 85% of Pinterest users access the site from their mobile devices.
• People watch almost 1 billion videos every day on Pinterest.
• Pinterest sees more than 2 billion monthly searches.
• 85% of Pinterest users say they use Pinterest to plan new projects.
• 8 in 10 Pinterest users say the platform makes them feel positive—90% even said it was “an online oasis.”

Pinterest marketing stats

• 95% of Pinners have used Pinterest to plan for or make a purchase.
• 52% of Pinterest users have seen something on Pinterest and then made a purchase online.
• 2 million people pin product-rich pins every day.
• Seasonal content drives 10X higher awareness and 22% higher online sales.
• Pinterest users are 70% more likely to engage with product tags when your product is shown in action.

Statistics on social media and AI

Wondering how AI is impacting the social media landscape? Consider these social media statistics related to AI.

• Over half of consumers would rather search for something on social media than ask an AI chatbot.
• 52% of Gen Z say they trust brand and product information they found on social media more than information from AI chatbots.
• 71% of social media images are AI-generated.
• 80% of social media content recommendations are powered by AI.
• 60% of businesses use generative AI tools to help them maintain a 24/7 social media presence.
• 54% of long-form LinkedIn posts may be assisted or influenced by generative AI tools like ChatGPT.
• The AI tool proven to provide the most accurate Facebook Ads information is Meta AI.
• 35% of businesses use AI for social media management.

💡 Incorporate AI into your business’s strategy the right way with our free guide on 14 no-brainer ways to use AI for social media, complete with 20 copy-and-paste prompts!

Even more social media statistics: Fun facts

Looking for even more social media statistics and facts? Look no further!

• 40% of internet users are on social media for work purposes (or at least that’s what they tell their bosses….).
• Holiday planning on Pinterest starts as early as April—nine months ahead of time! (Speaking of, is your holiday marketing ready?)
• Fleetwood Mac’s song “Dreams” returned to the Billboard charts, and sales increased 3X after a video using the song went viral on TikTok.
• 41% of millionaires use LinkedIn, so if you’re using the platform, you’re in good company.
• A day’s worth of x posts would fill a 10-million-page book.
• The most-followed person on Instagram is Cristiano Ronaldo with over 660 million followers. The average media value for one of his posts is over $3 million!
• Facebook was the first-ever social media platform to surpass one billion active users.
• The world collectively spends 11.5 billion hours on social media every day.
• 76% of social media users report feeling happy after spending time on social platforms.
• Instagram’s biggest food hashtags in 2026 are #pizza, #sushi, and #steak.
• Twitter’s legacy Larry Bird logo became valuable internet memorabilia after the X rebrand, with original office signs reselling for up to $35,000.

Over 79 million posts have used #pizza.

What to do with these social media stats

Understanding how people use social media is valuable for your business—it gives you the inside scoop on how you might be able to use these platforms to connect with your audience, get more customers, and build your brand.

Meet The Author

Susie Marino

Susie is a Senior Content Marketing Specialist for LocaliQ and WordStream, where she uses her experience as a PPC consultant to share tips, tactics, and best practices in the ever-evolving marketing and advertising space. Susie's work has been featured in publications such as Search Engine Land, MediaPost, Social Media Today, and others. Outside of work, Susie loves to get outside for some snowboarding or (once the cold weather melts away) hiking!

Other posts by Susie Marino