Global social media ad spending is on track to exceed $268 billion in 2026, according to Statista. There are now 5.42 billion social media users worldwide, and businesses will spend over $121 billion on social network advertising in the United States alone. Social commerce sales in the U.S. are expected to cross $100 billion for the first time this year, driven largely by TikTok Shop and Instagram Shopping.
Social Media Business Statistics 2026: Key Statistics
- Global social media ad spend is projected to reach $268 billion in 2026 (Statista).
- U.S. advertisers will spend over $121 billion on social network ads in 2026 (eMarketer).
- 5.42 billion people use social media worldwide as of 2026.
- U.S. social commerce sales will surpass $100 billion in 2026 (eMarketer).
- Meta Platforms captured roughly 38% of global social ad revenue, generating $94 billion from advertising in 2025.
Social Media Business Statistics: Global Users by Platform
Facebook remains the largest platform with 3.1 billion monthly active users in 2026. Instagram reached 2.3 billion, pushed by Reels and shopping features. TikTok surpassed 1.6 billion, and YouTube holds steady at 2.9 billion. WhatsApp reaches 2.8 billion users each month, while LinkedIn crossed 1 billion total members.
X (formerly Twitter) records 660 million monthly active users in 2026, with its strongest growth coming from emerging markets. Telegram has reached 950 million users as a privacy-focused alternative. Reddit crossed 500 million, expanding beyond North America into Europe and Asia.
Social Media Business Statistics: Ad Spend Growth
Social media’s share of digital ad spending continues to climb. Social networks will claim close to 32% of total U.S. digital ad spending in 2026, according to eMarketer. Ad spending on social media is expected to grow at 10.9% annually from 2026 through 2030. Around 80% of marketing leaders plan to shift budget from other channels toward social, and 87% expect their paid social spend to increase this year.
The average global CPM on Facebook climbed to $8.77 in 2026, up from $7.91 the previous year. Instagram CPM sits at $8.16, making it slightly cheaper. When managed well, social media marketing delivers an average ROI of $5.28 for every $1 spent, according to industry benchmarks.
Social Media Ad Spend by Region
The United States leads global social media ad spending, but China is closing the gap fast with a 13.4% compound annual growth rate through 2026. European businesses are projected to reach $39.9 billion in social ad spending this year, up from $25.7 billion in 2021.
| Region | Projected 2026 Social Ad Spend | Growth Trend |
|---|---|---|
| United States | $121+ billion | Steady growth, 32% of digital spend |
| China | Approaching U.S. levels | 13.4% CAGR through 2026 |
| Europe | $39.9 billion | Up from $25.7B in 2021 |
Social Media Business Statistics: Social Commerce Revenue
Social commerce in the U.S. grew 26% after TikTok Shop launched. In 2026, U.S. social commerce sales are expected to hit $100.99 billion, up from $71.62 billion in 2024. Globally, social commerce is forecast to reach $908.5 billion, a 10.7% increase over 2025.
TikTok Shop alone is projected to generate around $87 billion in gross merchandise value in 2026, a 56% year-over-year increase. Half of U.S. social shoppers are expected to make purchases on TikTok this year. Meanwhile, WhatsApp has expanded its business tools and payment features across India and Brazil. About 82% of consumers now use social media for product research before buying.
Social Media Business Statistics: Engagement Benchmarks
Platform engagement rates vary widely. TikTok leads all major platforms with an engagement rate of 3.70%, which grew 49% year over year. Instagram’s rate holds at 0.48%, staying mostly flat. Facebook averaged 0.15%, with a gradual decline through 2025.
TikTok also recorded a 45% year-over-year increase in shares per post. Instagram saw a 12% rise in shares. Comments per post fell on both TikTok (down 24%) and Instagram (down 16%), suggesting a shift toward passive consumption over active conversation.
Social Media Business Statistics: Video and Content Trends
Short-form video delivers the highest ROI among all video formats at 41%, according to Sprout Social. About 89% of businesses are using social media video to grow in 2026, with Instagram, TikTok, and LinkedIn as the primary channels. Video quality directly affects brand trust: 89% of consumers say it shapes how credible a brand feels.
Facebook video posts reach 135% more users than photo posts. Most marketers (92%) plan to maintain or increase their video marketing budgets this year. The global digital video advertising market grew from $140.28 billion in 2025 to an estimated $188.76 billion in 2026.
Social Media Business Statistics: Influencer Marketing
About 94% of organizations report that influencer marketing outperforms traditional digital advertising, often delivering 2 to 3 times the return. Brands are expected to spend more on influencer marketing than on digital display ads in 2026. Creator revenue across social platforms is forecast to reach $20.6 billion this year, a 16.2% increase. Micro-influencers continue to deliver outsized returns, with some brands reporting $1,000 in revenue from as little as $50 in product seeding.
Social Media Business Statistics: Demographics
About 62% of global social media users are between 16 and 34 years old. Gen Z spends an average of 3 hours daily on social platforms, the highest of any age group. Among Gen Z consumers, 73% say social media is their primary source for finding new products. One-third of adults aged 18 to 34 have made a purchase directly through a social media platform.
Gender distribution skews slightly male: 54.4% of global social media users identify as male, compared to 45.6% female. Google and YouTube together will bring in $229.42 billion in digital ad revenues in 2026, nearly matching Meta’s combined Facebook and Instagram numbers for the first time.
Social Media Business Statistics: ROI and Measurement
When tracking social media ROI, marketing teams focus primarily on engagement (68%), conversions (65%), and revenue impact (57%). Over half of marketing leaders say poor integration between social tools and the rest of their tech stack is the top reason they cannot measure social’s business impact. The average ROAS on Facebook reached 2.79 during peak Q4 periods, an 11.6% improvement year over year. About 73% of consumers say they will switch to a competitor if a brand does not respond on social media.
FAQ
How many social media users are there in 2026?
There are approximately 5.42 billion social media users worldwide in 2026, representing about 68.7% of the global population.
How much will businesses spend on social media ads in 2026?
Global social media ad spending is projected to exceed $268 billion in 2026. U.S. advertisers alone will spend over $121 billion on social network ads.
Which social media platform has the highest engagement rate?
TikTok leads with a 3.70% engagement rate in 2026, up 49% year over year. Instagram follows at 0.48%, and Facebook averages 0.15%.
How large is the social commerce market in 2026?
U.S. social commerce sales are expected to surpass $100 billion in 2026. Globally, the market is forecast to reach $908.5 billion.
What is the average ROI of social media marketing?
Social media marketing delivers an average ROI of $5.28 for every $1 spent when managed correctly. Facebook ROAS reached 2.79 during peak Q4 2025.