Social Media Marketing Statistics 2026

In 2025, 63.57% of EU enterprises used any type of social media, an increase by 21.08 percentage points (pp) compared with 2016.

Almost 9 in 10 large enterprises (89.09%) reported using social media, a significantly higher share than the one recorded for small enterprises (60.59%).

Almost 9 in 10 large enterprises (89.09%) reported using social media, a significantly higher share than the one recorded for small enterprises (60.59%).

Among medium-sized enterprises, 3 out of 4 reported using any social media in 2025.

Percentages do vary widely from country to country, ranging from 85% and more in Malta (88.2%), Finland (87.59%) and Denmark (86.05%), to less than 45% in Bulgaria (41.51%) (Figure 1).

Percentages do vary widely from country to country, ranging from 85% and more in Malta (88.2%), Finland (87.59%) and Denmark (86.05%), to less than 45% in Bulgaria (41.51%) (Figure 1).

Social media usage was highest in the information and communication sector (83.15%) in 2025.

By contrast, less than half of the enterprises operating in transport and storage (44.6%) and in construction (49.97%) used any social media (Figure 3).

Family daily active people (DAP) was 3.64 billion on average for September 2026, an increase of 3% year-over-year.

We had 495 million Daily Active Users, or DAUs, and 977 million Monthly Active Users, or MAU, on average in the quarter ended September 30, 2026.

We had 495 million Daily Active Users, or DAUs, and 977 million Monthly Active Users, or MAU, on average in the quarter ended September 30, 2026.

Monthly active users ("MAUs") were 661 million, an increase of 10% compared to September 30, 2025.

In the three months ended September 30, 2026, global DAUq grew 12% compared to the prior year period, driven by 24% growth in DAUq in the rest of world, partially offset by a 2% decline in DAUq in the United States.

In the three months ended September 30, 2026, global DAUq grew 12% compared to the prior year period, driven by 24% growth in DAUq in the rest of world, partially offset by a 2% decline in DAUq in the United States.

Despite concerns about economic and geopolitical uncertainty, the industry drove record revenue, reaching $294.6 billion in 2025, reflecting a 13.9% year-over-year increase.

Social media ad revenues in 2025 reached $117.7 billion, showing significant 32.6% YoY growth, or an increase of $29 billion.

Search revenues (including AI search) continue to hold the largest share of revenue dollars, reaching $114.2 billion in 2025.

Total revenue for the third quarter of 2026 was $64.60 billion, an increase of 26% compared to the third quarter of 2025, due to an increase in advertising revenue.

Ad impressions delivered across our Family of Apps in the third quarter of 2026 increased 10% year-over-year, and our average price per ad in the third quarter of 2026 increased 14% year-over-year.

Ad impressions delivered across our Family of Apps in the third quarter of 2026 increased 10% year-over-year, and our average price per ad in the third quarter of 2026 increased 14% year-over-year.

YouTube ads YouTube ads revenues increased $946 million and $3.2 billion from the three and nine months ended September 30, 2025 to the three and nine months ended September 30, 2026.

Revenue was $1,173.9 million, an increase of 12% on a reported and constant currency basis compared to the three months ended September 30, 2025.

Revenue was $1,722.5 million, compared to $1,506.8 million in the prior year, an increase of 14% year-over-year.

The growth in revenue during the three and nine month periods was due primarily to an increase in advertising revenue of $297.7 million and $860.5 million, or 54% and 63%, respectively, as compared to the prior year periods driven by an increase in pricing and, to a lesser extent, an increase in impressions delivered.

That trails the shares who use YouTube (84%), Facebook (70%) and Instagram (51%).

That trails the shares who use YouTube (84%), Facebook (70%) and Instagram (51%).

That trails the shares who use YouTube (84%), Facebook (70%) and Instagram (51%).

Overall, 37% of Americans say they use TikTok.

But more U.S. adults say they use TikTok than WhatsApp (33%), LinkedIn (31%), Reddit (25%) or X (18%).

Looking specifically at U.S. adults who use TikTok , 53% say they regularly get news on the platform.

This includes 37% who visit Facebook several times a day, and 33% who say the same of YouTube.

About a quarter (24%) say they are daily users of TikTok.

Somewhat smaller shares report going on two other platforms daily: TikTok (61%) and Instagram (55%).

Telephone or video calls were used by 76% of individuals in the EU, while 67% reported participating in social networks.

Though it has been the case in some individual countries for several years, at the global level (averaging across 48 markets) social media and video networks are for the first time the single most widely used way of accessing online news (used by 54% of all respondents), ahead of news organisations’ own websites and apps (51%)

Globally, 30% of people now say social media and video networks are their main source of news – up from 22% five years ago.

Around a quarter (27%) of respondents globally get some news from news-focused individual creators or influencers, and almost half (46%) get some news from creators of any type.

More than six in ten consumers (62%) report making a purchase directly within a social media app, up from approximately half of frequent social media users in 2025 .

Meanwhile, 86% say they are more likely to purchase from brands that are responsive on social media, a significant increase from 58% in Emplifi’s 2025 research , highlighting how digital engagement and revenue outcomes are becoming increasingly inseparable.

Meanwhile, 57% have contacted a brand via its social media account for customer service — reflecting a channel that now spans the full purchase journey, from discovery to post-sale support.

While 63% of retailers sell through social platforms, only 45% of shoppers buy through them, highlighting a growing gap between what brands promote and what consumers trust.

These social shoppers are highly engaged online, with 37% making purchases at least twice a week.

Physical stores and social media are tied at 46% each as the top source for gift inspiration, with recommendations from friends and family close behind at 34%.

TikTok (50%) and Facebook (46%) lead as the platforms consumers turn to first for customer service, followed closely by Instagram (44%), then X (28%) and WhatsApp (26%).

Most consumers (68%) expect a response within 24 hours, but a meaningful chunk wants it faster: 24% expect a reply in 1-2 hours, and 14% expect one in under an hour.

AI adoption is soaring, with nearly 80% of SMMs using AI tools up to 20 times a day and 83% of marketing leaders increasing their AI budgets.

AI adoption is soaring, with nearly 80% of SMMs using AI tools up to 20 times a day and 83% of marketing leaders increasing their AI budgets.

Budgets rising, waste mounting Amid ongoing challenges with AI tools, it’s no surprise that 81% of senior marketers admit wasting budget on AI that didn’t deliver.

Over half (59%) of senior marketers say their social campaigns underperform because the trend has moved on by the time content is ready to go live.

In 2025, 34.70% of enterprises using AI technologies used these software or systems for marketing or sales and 31.05% for the organisation of business administration processes or management.

AI technologies generating pictures, videos, sound/audio and AI technologies generating written or spoken language or programming codes (natural language generation, speech synthesis) followed with 9.55% and 8.76% of enterprises.

The vast majority of consumers (84%) say they’re concerned about running into AI-generated deepfakes, and 38% say that concern is making them more skeptical of ads in general — not just political content.