Sales

Social Media Usage Statistics: What You Need to Know for 2025

date posted

09/13/24

read time

7 Mins

social media usage statistics

In 2025, if you’re not leveraging the latest social media usage statistics to shape your marketing strategy, you’re already falling behind.

The game has changed dramatically:

  • TikTok’s 1.3 billion active users are dictating trends.
  • 88% of marketers reporting positive ROI from video means video isn’t optional anymore
  • 58% of users buying directly via social media, platforms like Instagram and TikTok have become essential sales channels, not just brand awareness tools.
  • The average user now spends over 2 hours and 45 minutes per day on social media, up from 2 hours and 27 minutes in 2020.
  • Gen Z users average 4 hours per day on social platforms, with TikTok and Instagram accounting for the bulk of that time.
  • 70% of users check social media at least 5 times a day, making it a constant touchpoint for brand visibility and engagement.

For marketers and home service business owners, these numbers aren’t just impressive—they’re a roadmap for where to focus time, budget, and strategy moving forward.

Social Media usage statistics

1. The Rise of New Platforms: Tap Into Emerging Audiences

Platforms such as TikTok, BeReal, and Threads have gained traction in 2024, but many businesses are still catching up. Let’s start by reviewing the numbers to understand where your audience may be headed.

  • TikTok’s active users surpassed 1.3 billion in 2024, up from 1 billion in 2022. The app is now a major force, especially among Gen Z and Millennials .
  • BeReal saw 25 million daily active users by Q3 2024, carving out a niche with its emphasis on authenticity .
  • Threads by Meta reached 150 million monthly active users just a year after its launch .

Actionable Tip: If you’re not yet advertising or creating organic content for TikTok or Threads, now is the time. These platforms are still in their growth phase, making it easier to capture attention and build an audience early. Authenticity and raw content do particularly well, especially for small businesses.

2. Video Content is Non-Negotiable

The push for short-form video continues, and the statistics around engagement make it impossible to ignore.

  • Reels generate 22% more engagement on Instagram than traditional posts .
  • 88% of marketers who use video say it gives them a positive ROI, a figure that’s consistently risen year over year .
  • YouTube Shorts now boasts 2.5 billion logged-in monthly users, proving its value for marketers looking for short, engaging content .

Actionable Tip: Home service businesses can benefit immensely by showcasing behind-the-scenes content, customer testimonials, or service demos in video format. Focus on short, digestible videos to engage your audience on platforms like Instagram, TikTok, and YouTube Shorts.

3. Social Commerce is Booming

Social media isn’t just about brand awareness anymore; it’s a direct path to purchase.

  • 58% of users reported they have purchased something via social media in 2024, an increase from 49% in 2022 .
  • Instagram and Facebook lead in social commerce, but TikTok is closing the gap, with 40% of users purchasing products discovered on the app .

Actionable Tip: Integrate social commerce into your strategy. Home service businesses can take advantage of features like Instagram Shop, TikTok’s in-app shopping, and Facebook Marketplace to sell services, accessories, or related products.

4. Ad Spend Continues to Shift to Digital

With the digital world thriving, companies are allocating more of their budget to social media advertising.

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  • Global social media ad spend is projected to hit $207 billion by the end of 2024, up 11% from 2023 .
  • Businesses that invest in social media advertising see a return of $5.20 for every $1 spent, a strong indicator that ads are paying off .

Actionable Tip: Small businesses should allocate part of their budget to targeted social media ads, particularly on platforms where they can capture niche audiences (TikTok, Instagram). Focus on retargeting past visitors and segmenting audiences to drive conversions.

5. Messaging Apps Are the Future of Customer Service

Messaging apps are taking a central role in how customers interact with businesses.

  • WhatsApp, Messenger, and Instagram DM are used by 85% of consumers to contact businesses in 2024 .
  • 72% of users expect brands to offer direct messaging support, and brands that respond quickly see higher customer loyalty .

Actionable Tip: Implement a robust messaging strategy that includes automation for common queries and human interaction for more complex requests. Messaging can help home service businesses offer immediate quotes, book appointments, or follow up with customers after a service.

6. Influencer Marketing Remains Strong, but Micro-Influencers Reign Supreme

While influencers are still powerful, businesses are seeing more ROI by collaborating with smaller, niche influencers.

  • Businesses are projected to spend over $21 billion on influencer marketing by the end of 2024 .
  • Micro-influencers (10k-50k followers) drive 60% higher engagement rates than larger influencers, making them a cost-effective choice for small businesses .

Actionable Tip: Home service businesses should partner with micro-influencers in their local areas. A collaboration with a local influencer could yield better brand trust and awareness than working with national figures.

7. User-Generated Content Builds Trust

People trust real customers more than they trust brands.

  • 84% of millennials say user-generated content on social media influences their purchasing decisions, and 70% of people trust content from real customers over branded content .

Actionable Tip: Encourage your customers to share their experiences on social media, using hashtags or tagging your business. Feature their content on your profile to build trust and showcase real-world examples of your services.

8. Instagram Stays Dominant, But Engagement is Key

Instagram remains one of the most powerful platforms for businesses, but engagement, not just follower count, is what matters most.

  • Instagram boasts over 2.35 billion monthly active users as of late 2024 .
  • Posts with a call-to-action (CTA) are 40% more likely to engage users, yet only 10% of businesses regularly use them .

Actionable Tip: Always include a CTA in your social posts, whether it’s encouraging comments, sharing posts, or driving traffic to your website. Engagement algorithms prioritize content that prompts interaction, so keep that in mind when crafting posts.

9. Voice Search and Social Audio are Emerging Trends

The intersection of voice and social media is growing, and businesses should be paying attention.

  • 45% of all internet searches will be conducted via voice by the end of 2024, impacting how people discover businesses on platforms like Facebook and Instagram .
  • Social audio platforms like Clubhouse have stabilized at around 25 million users, with more interest in live discussions around niche topics .

Actionable Tip: Optimize your content for voice search and consider hosting live Q&A sessions or discussions on social audio platforms. This could be an excellent opportunity for home service businesses to answer customer questions in real time.

10. LinkedIn’s Professional Edge

For B2B businesses, LinkedIn continues to dominate in 2024.

  • LinkedIn now has over 1 billion users .
  • 93% of B2B marketers consider LinkedIn their top social platform for lead generation, and posts with high-quality visuals see up to 80% more engagement .

Actionable Tip: Use LinkedIn to network with other businesses, share thought leadership, and offer value. Home service companies targeting B2B clients should capitalize on LinkedIn’s robust professional network.

Harness the Power of Social Media Usage Statistics in 2025

As social media evolves, staying on top of trends and data is essential for businesses looking to grow. The 2024 social media usage statistics paint a clear picture: video content is essential, new platforms are making waves, and user expectations are changing. Small businesses, particularly those in home services, can benefit greatly by adapting their strategies to fit these trends.

Leverage these insights to create a more engaging, customer-focused social media presence and ensure you’re not left behind as the landscape continues to shift.

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