Social Media Marketing

Despite TikTok’s uncertain future and mysterious algorithm, there’s a lot of data about the platform and its users that marketers can use to refine their strategies. I don’t know about you, but TikTok stats help me identify opportunities, pinpoint audience behaviors, and better understand the overall landscape of the platform as we head into an uncertain season of TikTok. To help you make informed decisions about your strategy, I’ll share key TikTok statistics and facts to help you improve your social strategy in 2025. Already know what stats you’re looking for? Jump there: Table of Contents TikTok Stats for Marketers Userbase, Downloads, and Growth Demographics User Behavior The Impact of TikTok Shopping on TikTok Viral Trends and Influencers on TikTok Business, Revenue, and Competition The Future of TikTok Where to Find More TikTok Stats TikTok Stats to Know in 2025 TikTok Stats for Marketers Before I jump into overall TikTok stats, I want to share some key figures and best practices for marketers to know when using the app. TikTok usage among social media marketers has increased 15% year over year. (HubSpot Blog Research) 27% of marketers are increasing their investment in TikTok in 2025, behind Instagram (28.84%) and YouTube (29.58%). (HubSpot Blog Research) The best times to post on the app are 6-9 p.m., 3-6 p.m., and 12-3 p.m., and the best day is Friday. (HubSpot Blog Research) According to a study, one in ten Gen-Zers is more likely to rely on TikTok than Google. (Adobe) Over 2 in 5 Americans use TikTok as a search engine. (Adobe) TikTok has the third-best engagement rate, according to marketers. Of marketers surveyed, 13% said that TikTok has the highest engagement rate. Ahead of TikTok is Facebook (22%), YouTube (23%), and Instagram (23%). (HubSpot Blog Research) TikTok video downloads reached 186 million in quarter four of 2024. (Statista) TikTok says that a few U.S.-based employees can “heat” videos, which means they can intervene to increase their viewership. (Forbes, eMarketer) TikTok’s CPM is half the cost of Instagram, a third of the cost of Twitter, and 62% less than Snapchat. (eMarketer) TikTok’s ad revenue worldwide is projected to reach $33.1 billion in 2025 and $54 billion by 2027. (Oberlo) Userbase, Downloads, and Growth Next, I want to cover TikTok’s general user data, including downloads and growth over the years. Within TikTok’s first year, it reportedly reached 500 million monthly active users. While once considered a fluke, TikTok’s growth has only skyrocketed since then. In September 2021, TikTok celebrated reaching 1 billion monthly active users. (TikTok) Douyin, TikTok’s original standalone app in China, had 300 million users when Musical.ly merged with TikTok. (The Verge) In 2024, TikTok was the most downloaded app globally (825.5 million downloads), followed by Instagram and Facebook. (Statista) In 2024, TikTok was the most installed iOS app, with 186 million downloads, followed by Temu, with 138 million. (Business of Apps) TikTok generated around 186 million downloads from users worldwide in the fourth quarter of 2024 (Statista) Demographics Next, I want to share a breakdown of TikTok’s major demographics. These demographics are based on TikTok’s user base around the world. Indonesia, the United States, and Brazil have the largest audiences on TikTok as of August 2024. (Statista) TikTok’s largest age group is between the ages of 18 and 24. (Statista) 70% of U.S. TikTok users identify as sports fans. (TikTok) 92% of Gen Z users aged between 16 and 25 years use YouTube. Instagram and TikTok follow, with 85% and 78% of U.S. Gen Z users. (Statista) Among social media marketers who build social media communities, 28% say that TikTok is the most effective platform for building an active community on social media. (HubSpot Blog Research). User Behavior TikTok is a fast-paced app. The second you log in, you see a video at the top of a feed that’s algorithmically curated around your interests. From my own experience, I can easily spend more time than expected watching an endless stream of entertaining videos. Since these videos can be anywhere from 6 seconds to 10 minutes, the app is ideal for bridging the gap between people who seek quick entertainment or those looking to learn from longer-form content. Because of TikTok’s quick pace and highly curated feed, many of the stats below don’t surprise me. Instead, they point to what most marketers already know, which is that TikTok content has major influence over consumers. The average user spends 58.4 minutes per day on the app, according to Oberlo. (Oberlo) 73% of TikTok users watch whatever the algorithm suggests. (TikTok) 72.1% of Gen Z is now on TikTok, and 72.5% use Instagram. (eMarketer) After seeing an ad on TikTok, viewers trust the brand 41% more and are 31% more likely to be loyal to the brand. (TikTok) TikTok users are 1.5x more likely to buy products they discover on the platform. (TikTok) Users are 1.8x more likely to agree that TikTok introduces them to new topics they didn’t even know they liked. (TikTok) TikTok is 20% more likely to be the sole focus of a user’s attention compared to video streaming platforms. (TikTok) Millennial TikTok users are 2.3x more likely than other users to create a post and tag a brand. (TikTok) A quarter of U.S. adults under 30 regularly get news on TikTok. (Pew Research Center) 40% of users say that their For You Page (FYP) is either extremely or very interesting to them. (Pew Research Center) 52% of U.S. adults on TikTok have never posted a video on the platform. (Pew Research Center) The most active 25% of U.S. adults on TikTok produce 98% of public content. (Pew Research Center) New recipes are the topics consumers search for the most on TikTok (36%), followed by new music (35%) and DIY tips (34%). (Adobe) The Impact of TikTok 52% of consumers who make purchases after seeing TikTok ads were only exposed to TikTok. (TikTok) Ads on TikTok viewed for less than six seconds still produce a stronger impact compared to ads

Reddit has evolved from its 2005 origins into a digital powerhouse, proving itself as an invaluable territory for marketers. While the platform maintains its core strength in community engagement and authentic discussion, it’s transformed into a sophisticated marketing channel that offers unique advantages over traditional social networks like Facebook or Instagram. In this post, I’ll share some fresh stats to understand better how Reddit became a marketing haven. General Reddit Statistics Reddit Demographics Stats Reddit User Behavior Stats Reddit Business Stats Reddit Video Stats Engaging Content and Hot Topics on Reddit In recent years, Reddit has solidified its position as a platform with staying power, and a marketing essential by expanding its advertising ecosystem and enhancing its multimedia capabilities. The platform’s significance is amplified by its dominant presence among Gen-Z and millennial users, who now represent a prime consumer demographic with substantial purchasing power. These users increasingly rely on Reddit for product research, recommendations, and purchasing decisions, making it a crucial touchpoint in the customer journey. Successful brands are now integrating Reddit into their core marketing strategies through various approaches, from sophisticated AMAs (Ask Me Anything sessions) to branded subreddits that have become powerful hubs for customer engagement and community nurturing. But enough of that introduction, let’s get into the numbers. Reddit Statistics To keep you informed and help you make strategic social media decisions, here’s a list of fresh, helpful, and intriguing Reddit stats related to the company, its user base, and what it takes to engage audiences on the platform. General Stats Reddit has an estimated 1.1 billion active monthly users. (Statista) Reddit is the third most visited website in the U.S. (SemRush) Reddit’s current market cap is approximately $35.04 billion. (Stock Analysis) Reddit is the world’s 573rd most valuable company by market cap. (Companies Market Cap) Reddit was founded in 2005 and acquired by Condé Nast in 2006. (Crunchbase) Demographics The majority of Reddit users (61%) are male. (Statista) The United States account for the biggest share of Reddit’s desktop traffic, followed by the UK, and Canada. (Statista) 44% of U.S. Reddit users are between the ages of 18 and 29 years old. (Statista) Of logged-in users on Reddit, 43.3% are millennials, compared with 29.6% who are Gen Z. (Business Insider) User Behavior There are 3.4 million subreddits on the platform, and approximately 138,000 of them are active subreddits. (Business Dasher) Reddit has 97.2 million daily users. (Emarketer) Reddit users spend around 20-30 minutes a day on the platform. (Emarketer) Reddit makes up about 5.3% of total social time and will approach 6% in 2024. Users spend significantly less time on Reddit than on other platforms like TikTok, Instagram, and Twitter — but that’s because Reddit is more of an information and education platform than a video and entertainment platform. (Insider Intelligence) 51% of Gen-Z users say they‘re attracted to the platform’s user-driven features, such as subreddits, comments, and upvotes. (Reddit Blog) 82% of Gen-Z people trust Reddit when learning more about products. (Reddit Blog) Source Reddit Business Stats According to HubSpot research, 11.3% of B2B businesses leverage Reddit in their marketing strategies, 11.9% of B2C companies leverage it, and the sector that uses it the least is non-profit/government at 8.55% (State of Marketing Report) 8.77% of B2B marketers are planning to leverage Reddit for the first time in 2025. (State of Marketing Report) 9.16% of B2C marketers are planning to leverage Reddit for the first time in 2025. (State of Marketing Report) 2.6% of surveyed marketers plan to invest more in Reddit for social media marketing than other platforms. (State of Marketing Report) Reddit Video Stats Reddit users consumed more than 1.4 billion videos. (Business of Apps) In 2018, video viewing time grew by 38%: Total users went from viewing 400,000 hours of natively hosted video daily to more than 13 million hours monthly. (Reddit Blog) In 2018, three of Reddit’s five highest-performing posts included videos, while one had a photo. (Reddit Blog) Engaging Content and Hot Topics on Reddit The top four subreddits as of 2022 are /r/funny, /r/AskReddit, /r/gaming, and /r/worldnews. (Oberlo) In 2021 the most popular “Ask Me Anything” (AMA) post with over 90,000 upvotes was “I’m a lobster diver who recently survived being inside a whale.” (Statista) In a study of 60,000 Reddit posts, those between 60 and 80 characters get 8,600 upvotes. (Foundation Inc.) The study also found that posts under 120 characters get more upvotes than posts above the character count. (Foundation Inc.) Source Posts with questions generate twice as many comments as posts without them. But, opposedly, posts without questions get more upvotes than posts with them. (Foundation Inc.) Takeaways from Reddit Stats If you’re a marketer in a field related to consumer products, especially technology, you might not want to count out Reddit just yet. As the stats above show, young people, especially Gen Z, are using and trusting the platform as a source for product research. If your company has a lot of excellent video content, you may want to incorporate Reddit into your next marketing strategy. Remember, Reddit users consumed more than 1.4 billion videos monthly in 2018. And if you want to share thought leadership content, consider having your marketing team open an AMA, or host videos from them on the platform, too. Online video, especially in a mobile format, is being embraced much more heavily than in the past. Because of this, it might be worth exploring the idea of a Reddit video strategy if you ever have extra time or resources available. Editor’s note: This article was originally published in November 2019 and has since been updated for comprehensiveness.

Social media is one of the most powerful marketing channels I’ve used in my career. In fact, in recent years, it’s continuously been amongst those with the highest ROI for most businesses. But showcasing that to decision-makers isn’t always easy. A great social media report can help. Social media reporting is your team’s time to evaluate how it’s doing with the medium truly, communicate that to your company at large — and maybe even brag a little bit. So, how do you put together one that does all of this effectively? Read on for step-by-step instructions on how to create a social media report and some great social media report templates to help you get going even faster. Table of Contents What is a social media report? Why use a social media report? What social media metrics should you include? How to Create a Social Media Report Social Media Report Templates Social Media Report Examples What is a social media report? A social media report is a summary of how a business’ social media platforms and efforts on them are performing. I’m not talking about the analytics dashboards used to monitor and track social media performance in real time here. Social media reports can include raw metric data (followers, successful clickthrough rates, likes, post shares, purchases, etc.) but focus more on delivering the big picture. Think greater trends, insights, and progress toward goals. Types of social media reports A social media report can take any shape you need, but, in my experience, it’s not uncommon to create smaller, niche reports to focus on critical areas. Platform-specific How’s Instagram doing for your brand? How about YouTube? Every social media platform has its unique culture and nuances, and these reports allow you to tailor your analysis and discussions to them more precisely. Campaign-specific Did you launch a new product? Maybe publish a content offer to generate leads? You can also use a social media report to discuss campaign-level analytics. If your social media account is serving as a cog in a larger company initiative, this report helps you see and compare just how much each platform contributed to the project’s success. (HubSpot Campaigns have always been helpful in this for me.) Source Paid media versus earned media reports can also fall into this category. Metric/Goal-specific Was your team focused on boosting website traffic? How about boosting sales? Goal-specific reports, like campaign-specific, let you analyze and discuss how each platform helped you work toward a specific accomplishment. Why use a social media report? Social media doesn’t just affect marketing. Prospects ask questions, customers write reviews, and others may follow you for thought leadership, education, or company news. It touches nearly every aspect of your organization and customer experience. So, gathering and distributing the state of your social media channels via a social media report shows transparency, encourages cross-company alignment, and helps everyone work towards their goals. A social media report is also arguably the most concise and clear way to update your team or stakeholders on these matters — daily, weekly, monthly, quarterly, and/or annual. HubSpot’s free social media report template has pre-made slides for you to report on all of your predominant social media metrics. Download the template today and simply plug in your metrics to customize your organization’s social media report. What should your social media report include? The fine details can vary, but every great social media report tends to include four elements. Keep in mind, that what you call these doesn’t really matter, but you want to make sure you accomplish each of their purposes in your final product. Report Overview Think of this as the executive summary of your social media report. It’s where you document the most important themes and findings of your larger document or presentation to set expectations of what’s to come. It’s also helpful to busy executives who may not have time to read or sit through an entire presentation. Goals & Initiatives What are you trying to accomplish with social media? Recapping these in your social media report gives the rest of the information context and direction. Knowing your goals tells the audience what information they should be looking for. Metrics Analysis You don’t need to include all the facts and figures, but you do want to include some overarching metrics related to your goals. For example, if you are trying to generate more leads, you’ll want to include your average conversion rate. But the main focus here should be analysis. Talk about what trends you see. Read: Social Media Analytics: The Ultimate Guide Key Takeaways & Recommendations What story do your metrics tell? What conclusions can you draw about your strategy from them? What do they say about your goals? And most importantly, what do you do next? Your social media report should capture insights on your strategy, campaign, audience, content, and any suggestions for moving forward. What social media metrics should you include? Remember, not every social media platform performs the same. In fact, our research shows that usage doesn’t necessarily equate to ROI. Source Because of this, your metrics, trends, and goals for every platform may differ, along with what goes into your social media report. Some metrics are also just going to be different due to the nature of the platforms — I mean LinkedIn doesn‘t let you retweet, and X doesn’t let you click a cry-face button. Every team’s social media report may look different, but let’s take a look at some of the most common metrics to include to help you figure out what makes sense for you. 1. Audience Size and Growth (Followers) This metric tells you how large your reach is and how quickly it is growing. It is typically seen as the core social media metric, showing how large an audience you can leverage with your posts and content. 2. Post Frequency This is pretty self-explanatory, but this metric represents how many times you posted in a given time period. It’s usually compared