News Summary
As of October 2025, global social media usage has reached an astonishing 5.66 billion users, accounting for 68.7% of the world’s population. With an annual increase of 259 million users, platforms like YouTube and TikTok are leading the charge. Social media is crucial for brand awareness and consumer engagement, with trends indicating a shift towards influencer marketing and an increased focus on brand research among users. The younger demographic, particularly those aged 16-24, is spending over 25 hours a week on these platforms, indicating a significant opportunity for marketers.
Social Media Usage Hits Record Highs in 2025!
Hey there! Have you noticed everyone and their grandmother is on social media these days? Well, it turns out this trend is not just in your imagination! As of October 2025, there are a whopping 5.66 billion active social media users globally, which accounts for about 68.7% of the entire world’s population. It’s astonishing, isn’t it?
The Numbers Don’t Lie
Each year, we see an annual growth of 259 million users, marking a year-on-year increase of 4.8% in social media user identities. That’s a lot of new accounts! The average online adult is now juggling about 6.75 different social media platforms each month. It’s like having a social buffet at our fingertips!
A New Era of Brand Discovery
Interestingly enough, social media has become a go-to spot for discovering new brands. It ranks as the third most significant source for brand awareness, right behind good old search engines and television ads. This means that if you’re a business hoping to catch some fresh eyes, keeping a strong social media presence is a must.
How Much Time Are We Spending?
On average, users are now spending about 2 hours and 21 minutes a day engaging on social media. Here in the U.S., people are on the slightly lower end with an average of 2 hours and 9 minutes. That’s plenty of time for scrolling, liking, and sharing, but what are we diving into?
Spotlight on Popular Platforms
Let’s talk about the stars of the show! YouTube is the reigning champion in the U.S. with an impressive 84% of adults using the platform. It consistently wins across all age groups as the most favored go-to. TikTok, on the other hand, is soaring rapidly—growing from 21% of U.S. adults using it in 2021 to 37% in 2025. Now that’s what we call a success story!
In the realm of teens, Instagram is where the action is, with a solid 63% usage, right behind YouTube (at 92%) and TikTok (at 68%). Meanwhile, Facebook still holds its ground globally, boasting about 3.07 billion monthly active users, followed closely by WhatsApp and Instagram, each with about 3 billion users.
Brand Research on Social Media
When it comes to researching brands, social media plays a pivotal role. For instance, Instagram leads with 62.8% of users utilizing it for brand research, followed by TikTok at 56.2% and Facebook at 53%. This suggests that companies need to ramp up their social strategies to capture these curious consumers.
The Rise of Influencers
As we look toward the future, trends are indicating a shift in marketing budgets. By 2026, spending on influencer marketing is expected to outpace traditional digital advertising. This trend seems to be in response to the evolving consumer landscape, where more people are connecting through social commerce.
The Future Looks Bright and Engaging
As social media growth is projected to reach an astounding 1.36 billion users by 2030, countries like China are leading in user numbers, paving the way for new trends to emerge. The sentiment remains that social media brings more benefits than drawbacks. Users value keeping in touch, with nearly 50.8% citing it as their primary reason for joining, while 39% use it to fill spare time and 34.5% for catching up on news.
Engagement Among Younger Users
Young individuals aged 16-24 spend an average of more than 25 hours per week on social media. This shows a growing interest among younger audiences, making it crucial for marketers to engage with this demographic effectively.
So, there you have it! Social media isn’t just a place to share cat memes and selfies; it’s becoming a critical landscape for connecting, marketing, and building brands. If you’re not on board yet, now might be the time to dive in!
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Additional Resources
- Data Reportal: Digital 2026
- Wikipedia: Social Media
- Demand Sage: Social Media Users
- Google Search: Social Media Statistics
- Sprout Social: 2026 Content Strategy Report
- Encyclopedia Britannica: Social Media
- Hootsuite: Social Media Statistics
- Google News: Social Media Usage
- Ad Age: Social Media Audiences in 2026
- Backlinko: Social Media Users
Author: STAFF HERE NORTHVILLE WRITER
The NORTHVILLE STAFF WRITER represents the experienced team at HERENorthville.com, your go-to source for actionable local news and information in Northville, Wayne County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Summer Concert Series, Tunes on Tuesday, and the Northville Farmers Market. Our coverage extends to key organizations like the Northville Chamber of Commerce and Northville Community Foundation, plus leading businesses in automotive, software, and retail that power the local economy such as Gentherm, Reliable Software, and Attendance on Demand. As part of the broader HERE network, including HEREDetroitMI.com, HEREGrandRapids.com, HERENovi.com, and HEREPlymouth.com, we provide comprehensive, credible insights into Michigan's dynamic landscape.
