GITNUXREPORT 2025

Social Industry Statistics

Social media marketing spends surpass $177 billion, driven by billions users worldwide.

Jannik Lindner

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Key Statistics

Statistic 1

The global social media advertising spend is expected to reach $177.34 billion in 2023

Statistic 2

The median spend per influencer campaign in 2023 is $744

Statistic 3

Social media ad spending per user is projected to be $31.21 in 2023

Statistic 4

YouTube's ad revenue reached nearly $29 billion in 2023

Statistic 5

The number of social media ad campaigns globally has increased by 21% in 2023

Statistic 6

The average cost-per-click (CPC) for social media ads in 2023 is $1.72

Statistic 7

The global social media management market size is valued at $17.7 billion in 2023

Statistic 8

55% of social media marketers say video content provides the highest ROI

Statistic 9

54% of social browsers research products on social media, with 84% of those making a purchase decision

Statistic 10

Social media influencers have a global market value of $21.1 billion in 2023

Statistic 11

45% of consumers say they have bought a product after seeing it on Instagram

Statistic 12

60% of Instagram users discover new products via the platform

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81% of consumers have purchased a product because of a social media post

Statistic 14

In 2023, 78% of brands have at least one influencer marketing campaign active

Statistic 15

45% of consumers say social media influences their purchasing decisions

Statistic 16

The global influencer marketing industry is projected to reach $22.4 billion in 2023

Statistic 17

The average engagement rate for TikTok influencers is 4.26%

Statistic 18

85% of social media posts from consumers influence purchasing decisions

Statistic 19

Facebook remains the most popular social media platform, with 2.99 billion active users in Q2 2023

Statistic 20

Millennials and Gen Z account for 61% of social media users worldwide

Statistic 21

Instagram has over 2 billion monthly active users as of 2023

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TikTok reached over 1 billion monthly active users in 2023

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LinkedIn has over 900 million members worldwide in 2023

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Snapchat has over 600 million monthly active users as of 2023

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Reddit has over 430 million active users monthly in 2023

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Twitter has approximately 450 million monthly active users in 2023

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90% of TikTok’s users are under the age of 35

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Facebook groups have over 1.8 billion members as of 2023

Statistic 29

91% of companies use two or more social media platforms for marketing

Statistic 30

Over 4.7 billion people worldwide used social media in 2023

Statistic 31

The average time spent on social media per day in 2023 is 2 hours and 24 minutes

Statistic 32

73% of marketers believe social media marketing has been "somewhat effective" or "very effective" for their business

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68% of Pinterest users have discovered new products thanks to the platform

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The average engagement rate for brand posts on Instagram is 1.22%

Statistic 35

80% of TikTok users watch the platform daily

Statistic 36

Over 70% of social media users prefer messaging brands over calling customer service in 2023

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44% of social media users say they have purchased a product directly after clicking on a social ad

Statistic 38

The usage of social media for customer service has increased by 87% from 2019 to 2023

Statistic 39

61% of users say they are comfortable engaging with brands via social media

Statistic 40

40% of small businesses use social media as their primary marketing channel

Statistic 41

87% of marketers say social media helps them increase exposure

Statistic 42

The average organic reach of a Facebook post is 5.2%

Statistic 43

67% of adults say they follow brands on social media

Statistic 44

60% of TikTok users look for products on the platform regularly

Statistic 45

73% of social media users say they follow brands to stay updated on new products

Statistic 46

Over 50% of consumers prefer to message brands on Facebook Messenger or WhatsApp

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Key Highlights

  • The global social media advertising spend is expected to reach $177.34 billion in 2023
  • Over 4.7 billion people worldwide used social media in 2023
  • Facebook remains the most popular social media platform, with 2.99 billion active users in Q2 2023
  • The average time spent on social media per day in 2023 is 2 hours and 24 minutes
  • Millennials and Gen Z account for 61% of social media users worldwide
  • Instagram has over 2 billion monthly active users as of 2023
  • TikTok reached over 1 billion monthly active users in 2023
  • 73% of marketers believe social media marketing has been "somewhat effective" or "very effective" for their business
  • 54% of social browsers research products on social media, with 84% of those making a purchase decision
  • Social media influencers have a global market value of $21.1 billion in 2023
  • 45% of consumers say they have bought a product after seeing it on Instagram
  • 68% of Pinterest users have discovered new products thanks to the platform
  • LinkedIn has over 900 million members worldwide in 2023

With over 4.7 billion people engaging daily on social media and global advertising spending soaring past $177 billion in 2023, the social industry is transforming how brands connect, influence, and grow in the digital age.

Advertising Spend and Performance Metrics

  • The global social media advertising spend is expected to reach $177.34 billion in 2023
  • The median spend per influencer campaign in 2023 is $744
  • Social media ad spending per user is projected to be $31.21 in 2023
  • YouTube's ad revenue reached nearly $29 billion in 2023
  • The number of social media ad campaigns globally has increased by 21% in 2023
  • The average cost-per-click (CPC) for social media ads in 2023 is $1.72
  • The global social media management market size is valued at $17.7 billion in 2023

Advertising Spend and Performance Metrics Interpretation

With social media ad spending soaring past $177 billion and campaigns multiplying by 21%, it’s clear that in 2023, capturing eyeballs online isn’t just a trend—it's a billion-dollar game where a single influencer’s impact costs less than a coffee, and YouTube reigns as the ultimate advertising throne.

Content Trends and Social Media Strategies

  • 55% of social media marketers say video content provides the highest ROI

Content Trends and Social Media Strategies Interpretation

With over half of social media marketers championing video content as their top ROI driver, it's clear that in the digital age, a picture might be worth a thousand words, but a well-crafted video is worth a thousand clicks.

Influencer Marketing and Consumer Behavior

  • 54% of social browsers research products on social media, with 84% of those making a purchase decision
  • Social media influencers have a global market value of $21.1 billion in 2023
  • 45% of consumers say they have bought a product after seeing it on Instagram
  • 60% of Instagram users discover new products via the platform
  • 81% of consumers have purchased a product because of a social media post
  • In 2023, 78% of brands have at least one influencer marketing campaign active
  • 45% of consumers say social media influences their purchasing decisions
  • The global influencer marketing industry is projected to reach $22.4 billion in 2023
  • The average engagement rate for TikTok influencers is 4.26%
  • 85% of social media posts from consumers influence purchasing decisions

Influencer Marketing and Consumer Behavior Interpretation

In an era where over half of social browsers research and nearly half of consumers are swayed by social media—driving a booming $22.4 billion influencer industry—it's clear that the line between digital content and dollar signs has never been blurrier, making social platforms not just spaces for connection but pivotal marketplaces for modern commerce.

Platform Popularity and User Demographics

  • Facebook remains the most popular social media platform, with 2.99 billion active users in Q2 2023
  • Millennials and Gen Z account for 61% of social media users worldwide
  • Instagram has over 2 billion monthly active users as of 2023
  • TikTok reached over 1 billion monthly active users in 2023
  • LinkedIn has over 900 million members worldwide in 2023
  • Snapchat has over 600 million monthly active users as of 2023
  • Reddit has over 430 million active users monthly in 2023
  • Twitter has approximately 450 million monthly active users in 2023
  • 90% of TikTok’s users are under the age of 35
  • Facebook groups have over 1.8 billion members as of 2023

Platform Popularity and User Demographics Interpretation

With Facebook reigning supreme at nearly 3 billion users and the youth-centric TikTok and Instagram dominating the digital landscape, the social media industry's dynamism underscores that while age may differ, the universal need for connection remains eternally vibrant.

Usage Metrics

  • 91% of companies use two or more social media platforms for marketing

Usage Metrics Interpretation

With 91% of companies leveraging multiple social media platforms for marketing, it's clear that in today's digital age, a singular presence no longer cuts it—success demands a multi-platform strategy or risk being left behind in the cyber dust.

User Engagement and Usage Metrics

  • Over 4.7 billion people worldwide used social media in 2023
  • The average time spent on social media per day in 2023 is 2 hours and 24 minutes
  • 73% of marketers believe social media marketing has been "somewhat effective" or "very effective" for their business
  • 68% of Pinterest users have discovered new products thanks to the platform
  • The average engagement rate for brand posts on Instagram is 1.22%
  • 80% of TikTok users watch the platform daily
  • Over 70% of social media users prefer messaging brands over calling customer service in 2023
  • 44% of social media users say they have purchased a product directly after clicking on a social ad
  • The usage of social media for customer service has increased by 87% from 2019 to 2023
  • 61% of users say they are comfortable engaging with brands via social media
  • 40% of small businesses use social media as their primary marketing channel
  • 87% of marketers say social media helps them increase exposure
  • The average organic reach of a Facebook post is 5.2%
  • 67% of adults say they follow brands on social media
  • 60% of TikTok users look for products on the platform regularly
  • 73% of social media users say they follow brands to stay updated on new products
  • Over 50% of consumers prefer to message brands on Facebook Messenger or WhatsApp

User Engagement and Usage Metrics Interpretation

With over 4.7 billion users engaging nearly two and a half hours daily and 87% of marketers touting its effectiveness, social media has transformed from a platform for sharing cat memes into a vital, data-driven battleground where brands chase fleeting attention—sometimes turning clicks into sales, all while 61% of users comfortably treat brands as digital friends.