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70+ Social Media Marketing Statistics for 2023

Samantha Scott

Aug 16, 2023

As a marketer, using social media strategically offers great opportunities for rapid growth. Because these platforms reach so many consumers today, marketers can use them to generate leads, create brand awareness, gather useful data about their audience and industry, share news, create content, and engage with their community. There are over 4 billion social media users today, and the number is growing fast.

What does all this mean? Well, with the number of people using social media, it's clear marketers need to rely on data they trust in order to plan campaigns, budget, and predict social media marketing efforts, and secure stakeholder buy-ins. 

And as marketers ourselves, we know it can be overwhelming to search for the accurate and up to date social media statistics. So we created a source of truth with the essential facts and statistics that you need to know about social media in 2023.

Want to see more market-specific social media stats? Check out the social media statistics for Australia, see social media statistics for Malaysia, learn more about social media statistics in the Philippines, check UK social media statistics, see Swedish social media statistics, social media statistics for Hong Kong, South African social media statistics and take a look at UAE social media statistics.

73 Social Media Facts You Should Know Right Now

Did you know that Facebook is still the top social media platform by usage? And that in 2021, digital ad spending increased by 38.3% from 2020? Or that consumers trust brands more if they have interacted with them on social media?

These are things you need to know, so here are 73 social media statistics to keep in mind as you create your social media plan for 2023 and beyond!


  1. General Social Media Facts

  2. LinkedIn Facts

  3. Facebook Facts

  4. X (Formerly Twitter) Facts

  5. Instagram Facts

  6. Pinterest Facts

  7. Snapchat Facts

  8. TikTok Facts

  9. YouTube Facts

  10. Predictions

General Social Media Facts

  1. Top social media networks by monthly active users: Facebook (3B), WhatsApp (2.7B), YouTube (2.6B), Instagram (2.5B) (Demand Sage)
  2. People spend roughly 2 hours and 23 minutes daily on social media browsing and messaging (GlobalWebIndex) Additionally, 98.55% of people use at least four social media channels daily (GoodFirms)
  3. Over half of Gen Z logs on to social media for an average of 4 hours. (Later)
  4. Total active social media users: 4.9 billion (Backlinko)
  5. Between April of 2021 and April of 2022, 150 million new users joined social media — roughly equal to 410,000 new users a day (Search Engine Journal)
  6. 90% of brands want to build brand awareness through social media. 77% of them use it to maintain brand reputation, while 71% of them use it for building and managing an engaged community. (Hootsuite)
  7. Videos are the #1 branded content used by marketers. Nearly 93% of marketers say that they’ve landed a customer thanks to videos on social media. Additionally, 54% of them say that video is the best type of content for achieving social media goals. (SproutSocial)
  8. B2B organizations prefer LinkedIn (86%) and B2C companies choose to use Facebook (98%) for social media marketing. (Hootsuite) 
  9. 58% of businesses find it challenging to measure the ROI of their social media marketing efforts. The other challenges include lack of time (56%), lack of budget (51%), and staying up-to-date on social trends (50%). (Hootsuite)
  10. 76% of American consumers purchased a product after seeing a brand’s social post. (Curalate) 
  11. 39% of customers only trust brands if they have interacted with them on social platforms. (Edelman)
  12. 78.9% of social media users log on to TikTok for funny or entertaining content, compared to other platforms (2023 Global Digital Trends Report)
  13. 17% of customers will walk away from a brand they love if they have even a single bad experience with it on social media. (Influencer Marketing Hub)
  14. 73% of marketers believe that their efforts through social media marketing have been “somewhat effective” or “very effective” for their business (Buffer).
  15. Social media is a primary brand research tool for 44% of users between the ages of 16-64 (Search Engine Journal).
  16. 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family (Lyfemarketing)
  17. YouTube is the second-largest search engine globally. (HubSpot)
  18. Reddit is predominantly male (68%). (DemandSage)
  19. 82% of marketers repurpose content across various social media channels. (HubSpot)
  20. Blogs are among the primary three forms of media used in content strategies today. (HubSpot, 2020)
  21. 79% of marketers reported buying paid advertising on social media in 2021. (HubSpot)
  22. Social ad impressions are increasing 20%, year over year (Adespresso)
  23. Social posts containing or featuring UGC have a 4.5% higher conversion rate than non-UGC posts. (SocialPilot)
  24. 72% of B2B marketers who use paid channels online use paid social (Hootsuite)

LinkedIn Facts

  1. There are 900 million monthly active users on LinkedIn. (DemandSage)
  2. The top hashtag followed on LinkedIn is #India, the 10th most popular hashtag is #Entrepreneurship. (Global Digital Report)
  3. Long form posts, around 2,000 words, tend to see a higher engagement rate. (DemandSage)
  4. Bill Gates is the most followed account on LinkedIn. His page has 36.1M followers! (Global Digital Report)
  5. 16.2% of LinkedIn users log in every single day. This means roughly 141M people are on the site daily. (LinkedIn)
  6. Males between the ages of 25-34 have the highest potential audience share for ads, at 34.3%. (Global Digital Report)
  7. LinkedIn is highly effective for marketing and lead generation. 40% of B2B marketings rate the channel as the best for driving high quality leads. (SproutSocial)
  8. Since the launch of "creator mode" in 2021, 9 million users have started using it. (DemandSage)

Facebook Facts

  1. There are 3 billion worldwide monthly active users on Facebook (Statista)
  2. Facebook ads have an average CPC of $1.72. (SocialPilot)
  3. Adults aged 25-34 occupy the largest share of Facebook users in 2023 at 23.6%. (Statista)
  4. Android users spend approximately 19.7 hours per month on Facebook. (Global Digital Report
  5. 1 billion Facebook stories are shared daily. (SocialPilot)
  6. Users of live chat on Facebook business pages are 53% more likely to make a purchase. (SocialPilot)
  7. 87.1% of social media marketers in the US use Facebook ads. (SocialPilot)
  8. Ad reach potential on Facebook in 2023 is 1.98 billion. (Global Digital Report).
  9. Males between the ages of 25-34 have the highest potential reach for Reels ads. (Global Digital Report)
  10. There are more than 250 million businesses on Facebook. (SocialPilot)

X (Formerly Twitter) Facts

  1. Twitter reports 450M monthly active users as of March, 2023. (World of Statistics)
  2. In July of 2023, Twitter officially rebranded as "X" (The Verge)
  3. 43.6% of Twitter users identify as female and 56.4% of users as male. (DemandSage)
  4. Twitter has 237.8 million daily active users. (DemandSage)
  5. In July, 2023, 12% of users worldwide said they access Twitter for news. (July Statshot, Global Digital Report)
  6. 😂 is the most commonly used emoji on Twitter, at 3.7 billion, followed by ❤️(2 billion) and 😭(1.7 billion). (Global Digital Report)
  7. Early in 2023, Twitter owner Elon Musk officially surpassed Barak Obama as the most followed account. He has 153.1 million followers. (Twitter)
  8. 40% of users purchase a product after seeing it on Twitter. (DemandSage)
  9. Twitter is the 15th most used social platform in the world. (July Statshot, Global Digital Report)

Instagram Facts

  1. In 2023, Instagram has 2.3M monthly active users. (DemandSage)
  2. On average, users spend 24 minutes on Instagram daily. (DemandSage)
  3. Ads on Instagram Stories have a potential reach of 959.7 million, compared to the potential reach from Reels at 726.8 million. (Global Digital Report)
  4. Business accounts on Instagram see a .79% average monthly follower growth. (Global Digital Report)
  5. Instagram Reels are shared around 1 billion times a day through DMs. (Hootsuite)
  6. 70% of Instagram users use the platform to research and purchase products. (SproutSocial)
  7. On a weekly basis, 44% of users make a purchase through Instagram. (DemandSage)
  8. The average engagement rate on business Instagram accounts with 10,000 followers or fewer is .93%. (Global Digital Report)
  9. #Love is the most popular Instagram hashtag. (Global Digital Report)
  10. Carousel posts receive the highest engagement on business profiles, at .76%. (Global Digital Report)

Tip: Learn more about the most important Instagram statistics and about Instagram impressions and reach.

Pinterest Facts

  1. As of 2023, Pinterest has reported 460 million monthly active users (Statista)
  2. Pinterest is the place to go when starting a new project, according to 85% of users. This is a helpful tidbit when crafting your Pin copy! (SproutSocial)
  3. There are an average of 5 million searches per month on Pinterest. (SproutSocial)
  4. Amazon is the highest referrer to Pinterest, at 7%, followed by Etsy. (Influencer Marketing Hub)
  5. Pinterest ads have a total potential reach of 249.7 million. (Global Digital Report)
  6. Male usage on Pinterest grew by 40% in 2020. (Omnicore)
  7. Women between the ages of 25-34 occupy the largest share of the Pinterest audience at 28.5%, followed by women between 18-24, at 18.1%. (Global Digital Report)

Snapchat Facts

  1. Snapchat has 750 million daily active users as of February 2023. (TechCrunch)
  2. Users between the ages of 18-24 occupy the largest audience share, women at 18.3% and men at 20.5%. (Global Digital Report)
  3. On average, Snapchat users spend roughly 30 minutes on the platform every day. (DemandSage)
  4. 4 billion Snaps are created daily, including photos and videos. (Omnicore)
  5. Snapchat usage is highest in India (172.4 million), followed by the United States (107.3 million). (Global Digital Report)

TikTok Facts

  1. 38.9% of TikTok users are between the ages of 18-24. (Global Digital Report)
  2. On average users spend 23.5 hours a month on TikTok worldwide. (Global Digital Report)
  3. The most followed account on TikTok is @kahby.lame. He has 153.9 million followers (Hubspot)
  4. TikTok is used by 55% of users for researching new products. (Hubspot)

Tip: We have a dedicated blog just for TikTok statistics you should know.

YouTube Facts

  1. YouTube reports 2.68 billion monthly active users in 2023 (DemandSage)
  2. Users spend roughly 11 minutes per session on YouTube (DemandSage)
  3. Worldwide, the YouTube app is used 23.1 hours per month, however South Korea holds the the highest usage by country, at 40 hours. (Global Digital Report)
  4. 59% of consumers find YouTube ads to be more relevant than regular TV ads, according to a 2022 study (SproutSocial)
  5. T-series is the most popular YouTube channel, with 233 million subscribers, and 211.6 billion views! (Global Digital Report)


Our thoughts for 2023? Adopting and mastering new channels is invaluable, whether it be TikTok, Threads, or creating a Pinterest account for your brand. Content creators should be investing more time in video on social media and think more strategically when it comes to mobile consumption of the channels they use. Finally, if you’re not investing in paid advertising (especially on LinkedIn), you’re already behind. These facts and stats are all in the service of building the case for supporting a robust social media program.

Building a social media program for your brand? Get the lowdown on how to implement an effective strategy by downloading our Social Media ROI ebook, and learn how social listening plays a big role.