News Summary
As of October 2025, social media has over 5.66 billion active users worldwide, representing 68.7% of the global population. This growth highlights significant trends in user engagement, with platforms like Facebook and YouTube leading the way. The article explores how brands can leverage social media for discovery and marketing in 2026, emphasizing the rise of influencer marketing and the importance of connecting with younger audiences.
Social Media Usage Soars Beyond 5.66 Billion Globally: What It Means for Marketing in 2026
Hey there, social media enthusiasts! Have you noticed how our digital connections keep growing? Well, it’s not just in our heads. As of October 2025, there are over 5.66 billion active social media user identities worldwide! That’s a whopping 68.7% of the entire global population. Pretty incredible, right? With an annual increase of 259 million users and a year-on-year growth of 4.8%, it sure feels like we’re all getting more connected every day.
Daily Life and Social Media
Did you know that the average adult online uses around 6.75 different social media platforms each month? That’s a lot of sharing, liking, and scrolling! But it’s not just about having numerous accounts; it’s also about how much time we spend on these platforms. On average, social media users engage for about 2 hours and 21 minutes each day. Interestingly, users in the U.S. spend a bit less, averaging just 2 hours and 9 minutes daily. It seems we’re all engrossed in our networks and communities.
Exploring Popular Platforms
When it comes to which platforms rule the roost, Facebook leads the pack with roughly 3.07 billion monthly active users. Following behind are WhatsApp and Instagram, each boasting 3 billion users. Among U.S. adults, YouTube is a major player, capturing around 84% of adult usage, and it remains the favorite across multiple age groups. If you have teens at home, you might be interested to hear that Instagram is used by 63% of U.S. teens, right after YouTube at 92% and TikTok with 68%.
Speaking of TikTok, this dynamic platform has rapidly gained popularity, skyrocketing from 21% U.S. adult users in 2021 to an impressive 37% by 2025. They are now recognized as the fastest-growing social platform around. Meanwhile, Pinterest still holds strong as the fourth most popular platform for U.S. users aged 18 to 65.
Social Media’s Role in Brand Discovery and Marketing
For brands out there trying to get your attention, social media is a crucial channel for discovery. It ranks third among sources of brand awareness for internet users, trailing just behind search engines and television advertisements. The stats show that social media serves as a go-to for brand research too. In fact, Instagram leads the charge with 62.8% of users researching brands on their platform, followed closely by TikTok at 56.2% and Facebook at 53%.
As these platforms grow, it seems that marketing strategies will have to evolve. Predictions for 2026 show that social media marketing budgets will shift, with influencer marketing spending expected to surpass traditional digital advertising. It’s an exciting time for creatives and marketers alike!
Demographic Insights and User Behavior
For those interested in demographic breakdowns, it’s worth noting that Facebook’s user base comprises predominantly 51% Millennials (between 25-45 years old) and 23% users aged 18 to 24. Notably, YouTube has broad access across all U.S. age demographics, with a remarkable 93% usage rate among individuals aged 18-29. If you’re 16-24 years old, you contribute to the trend of spending over 25 hours weekly on social media, reinforcing the importance of understanding how to engage younger audiences.
The Future of Social Media
With countries like China leading in user numbers and projections of social media growth reaching 1.36 billion users by 2030, it’s clear that this trend isn’t slowing down anytime soon. Despite some drawbacks, nearly 50.8% of users appreciate social media for “keeping in touch,” while 39.0% use it to pass the time, and 34.5% enjoy catching up on news.
As we approach 2026, expect to see emerging trends in social commerce and an increased reliance on AI in marketing strategies. It seems we’re all just getting started on this incredible journey of connection and discovery through social media. Stay tuned, because there’s sure to be more exciting news ahead!
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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 NOVI WRITER
The NOVI STAFF WRITER represents the experienced team at HERENovi.com, your go-to source for actionable local news and information in Novi, Oakland 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 Motor City Comic Con, Michigan State Fair, and Novi Home and Garden Show. Our coverage extends to key organizations like the Novi Chamber of Commerce and Novi Community Foundation, plus leading businesses in automotive, technology, and manufacturing that power the local economy such as Gentherm, Stoneridge, and Daifuku North America. As part of the broader HERE network, including HEREDetroitMI.com, HEREGrandRapids.com, HERENorthville.com, and HEREPlymouth.com, we provide comprehensive, credible insights into Michigan's dynamic landscape.
