【Emplifi】2025年全球社交媒体基准报告

2025REPORT

Socialmediabenchmarks

Thedefinitiveoverviewofhowbrandsareusingsocialmediatoday,basedonEmplifi’sexclusivedata

2025Report:Socialmediabenchmarks

INTRODUCTION

Socialmediabenchmarks2025:

Keyinsightsandstrategiesforyourbrand

Socialmediacontinuestobeoneofthemostdynamicandinfluentialspacesforbrands,evolvingrapidlywithshiftingaudiencebehaviors,platformupdates,and

newcontentformats.Keepingupwiththesechangesiscritical,butknowingwheretofocuscanbea

challenge.That’swhydata-driveninsightsaremorevaluablethanever—helpingbrandscutthroughthenoise,identifytrendsthatmatter,andmakesmarterstrategicdecisions.

Thisreportisdesignedtodoexactlythat.Usinginternaldatafrombrandsacrossindustries,wehighlightthe

keysocialmediatrendsthatshaped2024andoffer

guidanceforhowtoapplytheseinsightsin2025.

Whetherit’sorganiccontentperformance,theimpactofshort-formvideo,theeffectivenessofpaidadvertising,ortheshiftingrelevanceofcertainplatforms,thisreportbreaksdownwhat’sworking,what’schanging,andwhatbrandsshouldprioritizemovingforward.

Oneofthebiggestadvantagesofleveragingthisdataistheabilitytoanticipatetrendsratherthanreactto

them.Insteadoffollowingsocialmediashiftsafterthey

happen,brandsthatuseinsightslikethese

canproactivelyadjusttheirstrategiestostayahead.

Byunderstandingwhereaudiencegrowthishappening,whichcontentformatsdrivethemostengagement,

andhowadvertisinginvestmentsareshifting,brandscanconfidentlyallocateresourcesinwaysthat

maximizeimpact.

Throughoutthisreport,you’llfindanalysisonplatform

performance,emergingcontenttrends,andstrategic

recommendationsbasedonrealbrandactivity.The

goalisn’tjusttoprovidestatistics–it’stohelpmarketersmakeinformeddecisionsthatleadtotangibleresults.

Whetheryou’rerefiningyourorganiccontentstrategy,rethinkingyourpaidsocialinvestments,ordeterminingwhichplatformsdeservethemostattention,this

reportwillserveasaroadmapfornavigatingtheever-

changingsocialmedialandscapein2025.Byusingtheseinsights,brandscanpositionthemselvesforstronger

engagement,betterreturns,andgreaterlong-termsuccessinthedigitalspace.

2

2025Report:Socialmediabenchmarks

TABLEOFCONTENTS

Whatyouwillfindinthisreport

(CLICKSECTIONSTOJUMPTOPAGE)

ThisreporthighlightssomeofthemostinterestingandimpactfulfindingsfromourexaminationofexclusiveinternaldatafromEmplifi’sthousandsofclients,andoffersactionablestrategicguidanceforbrandsbaseduponthisinformation.

Platformgrowthanddecline04

InstagramReelsdominance05

Thepowerofcollaboration06

InstagramStorymentions08

FacebookReelsvs.InstagramReels09

BrandaccountchangesonX11

Keytakeaways12

Appendix13

Methodology

Thisreport’sdataisbasedonanextensivereviewoftheactivityon5,490brandsocialmediaaccountsin2024and7,113in2013.Inbothyears,nearlyallbrandaccountsexaminedwereactiveonFacebookand

Instagram.ForX/Twitter,weanalyzed834accountsin2023and183in2024.

3

2025Report:Socialmediabenchmarks

PLATFORMS

Platformgrowthanddecline:

TikTokforgrowth,Instagramforreach

Medianmonthlyfollowergrowthacrossplatforms

(2023-2024)

ThemedianXprofilelosesfollowers

Manmo

25.0%

20.0%

15.0%

10.0%

5.0%

0.0%

TikTokInstagramFacebookTwitter

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:TikTok:5,728Brandpages;Instagram:83,905Brandpages;Twitter:25,624Brandpages;Facebook:169,762Brandpages;

Socialmediaplatformsexperiencedmajorshiftsin2024,

withsomethrivingwhileothersdeclined.TikTokledtheway,withamedianmonthlyfollowergrowthof21%,makingitthefastest-growingplatform.Smallandmedium-sizedbrands

sawthemosttraction,growingat27%and29%,whilelargerbrandsgrewataslowerbutsteadypace.Thishighlights

TikTok’sappeal,particularlyamongyoungeraudiences.

Instagrammaintainedsteadygrowthat6%permonthacrossallbrandsizes.ItscontinuedrelevanceisdrivenbytheriseofReelsandcollaborativecontent,makingitessentialforengagement.

Meanwhile,Facebook’sorganicgrowthstagnated,reinforcing

itsshifttowardamoread-drivenplatform.AnEmplifisurvey

foundthatamongfrequentsocialmediausers,only70%of

GenZreportedusingFacebook,comparedto86%ofMillennialsandnearly90%ofGenXandBoomers.WhileFacebookremainsvaluableforolderaudiences,brandstargetingyounger

consumersshouldprioritizeotherplatforms.

Twitter/Xcontinuedtodecline,withthemedianbrandprofile

shrinkingby-0.8%.Manymajorbrandsreducedorabandoned

theirpresenceasengagementandadspendingdropped.With

diminishingreturns,brandsmustdecideifTwitter/Xstillfitswithintheirstrategyorifresourceswouldbebetterusedelsewhere.

Strategicguidanceforbrands

1.PrioritizeTikTokforrapidgrowth:LeverageitsrapidgrowthandstrongGenZpresencebycreatingcontentthataligns

withtheplatform’sinteractive,trend-drivennature.

2.CapitalizeonInstagramsstrengths:FocusonReelsand

Manmo

30.0%

25.0%

20.0%

15.0%

10.0%

5.0%

0.0%

Medianmonthlyfollowergrowthacrossplatforms

(2023-2024)

TikTokInstagramTwitterFacebook

SML

Source:Emplifidata

DateRange:Jan1,2023–Dec31,2024

Sample:TikToK:5,728Brandpages;Instagram:83,905Brandpages;Twitter:25,624Brandpages;Facebook:186,830Brandpages;

collaborativepoststomaintainvisibilityandengagementwhilebenefitingfromInstagram’sstrongalgorithmsupportfororiginalcontent.

3.Re-evaluateFacebookandX:Facebookremainsstrong

forolderdemographics,butbrandstargetingGenZshouldinvestinTikTokandInstagram.Meanwhile,Twitter/X’s

declinesuggestsaneedforcautiousinvestment.

Backtocontents

Brandsizedefinitions(bynumberoffollowers)

ExtraSmall:

<10,000

Small:

10,000-50,000

Medium:

50,000-100,000

Large:

100,000-1million

ExtraLarge:

1millionto10million

4

2025Report:Socialmediabenchmarks

INSTAGRAMREELS

InstagramReelsdominance:ReelsedgesTikTokforsocialmediauserengagement

In2024,InstagramReelscementedtheirpositionasadominantcontentformat,reshapinghowbrandsengagewithaudiences.Forthefirsttime,Reelssurpassedimagesinfrequencyofuse,accountingfor38%ofbrandpostsbyyear’send,comparedto37%forimageposts.Thisshiftreflectsthegrowingdemand

forshort-form,visuallyengagingcontentthatcapturesattentionquickly.

Despiteaslightdipinvideoreachengagementrates,from2.6%in2023to2.2%in2024,ReelscontinuetooutpaceTikTok’saveragereachengagementrateof1.7%,showcasingtheireffectivenessatconnectingwithabroadspectrumofsocialmediausers.

ThisimpressivelevelofinteractionmakesReelsavaluabletoolforbothaudienceengagementandbranddiscovery.Also,theformat’scompatibilitywithcollaborativepostshasamplifieditsutility,

allowingbrandstoextendtheirreachthroughpartnershipswithinfluencersorcomplementarybusinesses.

Strategicguidanceforbrands

1.Prioritizeshort-formvideocontent:Reelshavebecomea

criticalcomponentofanyInstagramstrategy.Brandsshouldfocusonproducingvisuallyengaging,high-qualityReels

thatcaptureattentionwithinthefirstfewseconds.

2.Leveragecollaborationopportunities:CollaborativeReelsareapowerfulwaytoincreasereachandengagement.

Partnerwithinfluencers,creators,orotherbrandswhoseaudiencesalignwithyourowntomaximizeresult.

3.Defineclearobjectives:Forengagement-focused

campaigns,useReelstodeepenrelationshipswithyour

currentaudience.Forreach-focusedefforts,designReelstoappealtonewusersandtakeadvantageofInstagram’salgorithm,whichfavorsoriginalandinteractivecontent.

4IntegrateReelswithbroaderstrategies:WhileReelsareeffective,theyshouldbepartofacomprehensivestrategythatincludesimages,carousels,andstories.Thisbalanceensuresadiversifiedapproachthatcaterstodifferent

audiencepreferences,includingusingUGConTikTok,wherefollowerengagement(4.6%)isverystrong.

Instagram:Posttypedistribution

%ofposts

40.0%

30.0%

20.0%

10.0%

0.0%

Nov2023Jan2024Mar2024May2024Jul2024Sep2024Nov2024

CarouselImageReel

Source:Emplifidata

DateRange:October01,2023-December31,2024

Sample:80,033InstagrambrandsProfilesinWorldwide

%Medianreachengagementrate

Medianreachengagementrateforvideoindifferentnetworks

DatafromNorthAmerica,Europe&AsiaPacific

4.00

3.00

2.00

1.00

0.00

TikTok

Twitter

Facebook

Instagram

20232024

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:UniqueProfiles:1,285,UniquePosts:304,412

Ifyou’dliketogetapersonalizedlookathowEmplifi’scomprehensiveplatformcanhelpyouexecuteyourstrategyonInstagramReelsandTikTok,let’stalk.

Let’stalktoday

Backtocontents

5

2025Report:Socialmediabenchmarks

COLLABORATIONS

Thepowerofcollaboration:Postpartnershipsdriveengagementforbrands

CollaborationemergedasamajorimpactchannelforbrandsonInstagram

Strategicguidanceforbrands

1.Makecollaborationapriority:

ExtraSmallandSmallbrands,inparticular,shouldfocusonpartnershipswithinfluencersorcomplementarybusinessestomaximizeengagement.

2.Choosetherightpartners:Collaborationpartnersshouldalignwithyourbrandvaluesandaudiencedemographics.Thebestpartnershipsare

mutuallybeneficialandresonatewithbothparties’audiences.

3.Emphasizecontentquality:Collaborativepostsshouldbevisuallyappealingandincludeauthenticmessagingtoensurecredibility.Tailorthesepoststo

Instagram’sstyletomaximizereachandengagement.

4.Trackperformance:Useanalyticstoolstomonitorthesuccessofcollaborativeposts.Trackmetricssuchasimpressions,reach,andengagementtorefineyourcollaborationstrategy.

5.Integratewithbroadercontentefforts:Collaborativepostsarehighly

in2024,drivingengagementandextendingreach.Thepercentageofbrandspostingcollaborativecontentsteadilyincreased,risingfrom1.7%inQ12023to4.1%byQ42024.

Collaborativeposts–socialpostswhereabrandtagsanotheraccount–

consistentlydeliveredhigherinteractionrates,particularlyforsmallerbrands.ExtraSmall(XS)brandssawaremarkable3.4xboostinengagementfrom

collaborativeposts,whileSmall(S)brandsexperienceda2.7xincrease.

Medium,Large,andExtraLargebrandsalsobenefited,withinteractionliftsrangingfrom1.3xto2x.

Thistrendunderscoresthevalueofpartnershipsinsocialmediastrategy.

Collaborativepostsnotonlyleveragethecombinedaudiencesofthe

participatingbrandsorinfluencersbutalsoalignwithInstagram’salgorithm,whichprioritizesoriginalandinteractivecontent.

Forsmallerbrands,collaborationprovidesacost-effectivewaytoachieveresults

typicallyassociatedwithlargeradvertisingbudgets.Largerbrands,whileseeinglessdramaticpercentageincreases,stillgainmeaningfulengagementandan

opportunitytoshowcaseinnovationandpartnership.

effectivebutshouldcomplementadiversecontentstrategythatincludesReels,carousels,andotherformats.

Backtocontents

6

2025Report:Socialmediabenchmarks

Collaborativecontentbythenumbers

3.4xboost:EngagementliftforextrasmallbrandsinQ42024

2.7xboost:EngagementliftforSmallbrands

4.1%:ShareofbrandsusingcollaborativepostsbyQ42024,morethandoublesinceQ12023

Algorithmadvantage:CollaborativepostsbenefitfromInstagram’semphasisonoriginalcontent

%profiles

%ofbrandspublishingcollaborativeposts

Collaborativepostsareanefficientstrategytoboostperformance

5.0%

4.0%

3.0%

2.0%

1.0%

0.0%

Q12023Q22023Q32023Q42023Q12024Q22024Q32024Q42024

Source:Emplifidata

DateRange:Jan1,2023–Dec31,2024

Sample:83965InstagramBrandsactiveduringthetimeperiod.

Interactionsboostcomparedtoregularposts

Smallerbrandsbenefitthemost

xTimesbetter

5.00

4.00

3.00

2.00

1.00

0.00

Q12023Q22023Q32023Q42023Q12024Q22024Q32024Q42024

XSSML

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:4823InstagramBrandsthatpublishedcollaborativeposts.

XL

gemplifi

%ofbrandspublishingcollaborativeposts

Collaborativepostsofsmallbrandsaregainingmomentum

%profilesbyprofilesize

12.0%

10.0%

8.0%

6.0%

4.0%

2.0%

0.0%

XSSMLXL

20232024

Source:Emplifidata

DateRange:Jan1,2023–Dec31,2024

Sample:83965InstagramBrandsactiveduringthetimeperiod.

Backtocontents

7

Backtocontents

8

2025Report:Socialmediabenchmarks

INSTAGRAMSTORIES

InstagramStorymentions:UGCthroughStoriesenhancesreach,engagement

Top10%ofprofileswiththemoststorymentions

Topprofilesreceive10xmorestorymentions

thanthenumberofstoriestheypublish

Instagramstories

2,500

2,000

1,500

1,000

500

0

2024Q12024Q22024Q32024Q4

Publishedstories

Source:Emplifidata

DateRange:01January2024-31December2024

Sample:Datagatheredfrom5,165Instagramprofiles

回Receivedstorymentions

InstagramStorymentionshavebecomeacornerstonefor

brandsseekingtoboostvisibility,fosterauthenticengagement,andconnectwithbroaderaudiences.Whetherthroughorganicinteractionsorpaidpartnerships,storymentionsprovide

apowerfulwaytoamplifyabrand’spresencewithoutsubstantialinvestment.

Whenausermentionsabrandintheirstory,theiraudienceis

introducedtothebrand,oftenleadingtoprofilevisitsandnew

followers.Thistypeofexposureisparticularlyimpactfulwhen

drivenbyinfluencersorprominentprofiles,enhancingabrands

credibilityandtrustworthiness.In2024,93%ofprofileswere

mentionedinatleastonestoryeachquarter,withthemedian

profilereceivingmentionsinapproximately70storiesoutpacingthenumberofstoriestheypublishthemselves.

ThedatahighlightsthesignificanceofUGCthroughstory

mentions.Amongthetop10%ofprofilesreceivingthemost

mentions,incomingstoriesoutnumberedpublishedstoriesbyupto10times.Thesebrands,ofteninindustrieslikefashion,beauty,andsportstravel,benefitfromacumulativereachfarexceedingtheirownpostingactivity.

Thecorrelationbetweenstorymentionsandaprofilesfollower

count(0.74)furtherunderscorestheimportanceofbuildingan

engagedaudience.Additionally,profilesthatactivelypublishstoriestendtoseemorementions,indicatingthatconsistentengagementthroughstoriesencouragesuserstotagandinteractwiththebrand.

Strategicguidanceforbrands

1.Encouragestorymentions:Activelyinviteyouraudiencetotagyourprofileintheirstories.Simpleprompts,

contests,orengagingcontentcanmotivateuserstosharetheirexperiences.

2.Engagewithmentions:Resharingmentionsonyourown

Moreinstagramstoriesaboutprofiles

arebeingcreatedbyothers

Storymentionscontributetovisibilityandcredibility

80

60

40

20

0

2024Q12024Q22024Q32024Q4

Publishedstories

回Receivedstorymentions

Source:Emplifidata

DateRange:01January2024-31December2024

Sample:Datagatheredfrom5,165Instagramprofiles

storyfosterstwo-wayinteraction,strengthensconnections,andencouragesfurthertagging.

3.LeverageUGC:Usestorymentionsasanauthentic,low-costsourceofcontent.Highlightmentionsfrominfluencersor

satisfiedcustomerstoenhancecredibilityandbuildtrust.

Instagramstories

4.Beactiveonstories:Regularlypublishingstoriessignalstousersthatyouengagewithmentions,motivatingthemtotagyoumorefrequently.

5.FinduserswhowillcreateUGC:Identifyengagedcustomerswhoalreadytagyourbrandandbuildrelationshipswith

them.ConsiderincentivizingUGCcreationthroughgiveaways,repostopportunities,orexclusiveperks.

6.SourceUGCcreatively:Encouragecustomerstosharetheirexperiencesthroughbrandedhashtags,in-storesignage,

productpackaging,oremailcampaignsthatpromptthemtopostandtagyourbrand.

D

2025Report:Socialmediabenchmarks

REELSADS

FacebookReelsvs.InstagramReels:keymetrics

FacebookReelsvs.InstagramReels:Choosewisely

Reelscontentdominatedadstrategiesin2024,withbothFacebook

Strategicguidanceforbrands

FacebookReelsmedianspend

(Q42024):$763peraccount

1.Choosebasedonyourgoals:

>Forreachandcostefficiency,prioritizeFacebookReels,

wherelowerCPMallowsbroaderaudiencetargeting.

>Forengagementandrelationshipbuilding,focuson

InstagramReels,whichdeliverhigherinteractionrates.

2.Createplatform-specificcontent:

FacebookReelsbenefitfromrelatable,wide-appeal

content,whileInstagramReelsdemandvisuallypolished,creativepostswithstronghooks.

3.CombineReelswithotherformats:

BalanceReelsadswithFeedandStoriesplacementstodiversifyyourapproachandmeetvariedaudiencepreferences.

4.Monitorandrefine:

andInstagramofferingdistinctstrengthsformarketers.FacebookReelsemergedasabudget-friendlyoptionforbrandsseekingtomaximize

reach,thankstoitslowCPMratesandbroadaudiencebase.Median

adspendperaccountonFacebookReelsmorethandoubledin2024,

reaching$763byQ4,whileInstagramReels’medianadspendwas$317.

InstagramReelsmedianspend

(Q42024):$317peraccount

Ontheotherhand,InstagramReelsexcelinengagement,makingthemthepreferredchoiceforbrandsfocusedondeeperconnectionswith

theiraudiences.WithlowerCPMandCPCthanFeedads,InstagramReelsremainacost-effectivetoolforbuildingawarenesswhile

deliveringstronginteractionrates.

Brandsareincreasinglyusingbothplatformsincomplementaryways,

Facebookadvantage:LowerCPM,broaderaudiencereach

leveragingFacebookforlarge-scaleawarenesscampaignsandInstagramforengagement-drivenstrategies.Thisbalanceenablesmarketers

tomaximizetheirreturnoninvestmentwhiletailoringcontenttoeachplatform’suniquestrengths.

Instagramstrength:Higherengagement,prioritizationoforiginalcontent

UseanalyticstotrackCPM,CTR,impressions,andengagementacrossplatforms.Shiftbudgetsdynamicallytotheplatform

deliveringthebestperformance.

5.Experimentwithnewstrategies:

TestcollaborationsandUGCwithinReelstoboostvisibilityandcredibilityonbothplatforms.

TheEmplifiplatformistheperfectlaunchingpadforallyourReelsmarketingactivities.Let’ssetupatimetotalkaboutyourbrand’sspecificneedsandhowwecanhelpyousucceed.

Let’stalktoday

Backtocontents

9

2025Report:Socialmediabenchmarks

Medianadaccountspend

800

600

400

200

0

Quarterlycomparisonofadaccountspend(USD)onInstagram

Worldwidebrands

Q12023Q22023Q32023Q42023Q12024Q22024Q32024Q42024

FeedReelsSearchStories

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:7,997InstagramAdAccounts

Quarterlycomparisonofadaccountspend(USD)onFacebook

Worldwidebrands

Medianadaccountspend

3,500

3,000

2,500

2,000

1,500

1,000

500

0

Q12023Q22023Q32023Q42023Q12024Q22024Q32024Q42024

FeedReelsSearchStoriesVideo

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:7,838FacebookAdAccounts

QuarterlycomparisonofadsCPM(USD)onInstagram

Worldwidebrands

MedianadaccountCPM

3.50

3.00

2.50

2.00

1.50

1.00

0.50

0.00

Q12023Q22023Q32023Q42023Q12024Q22024Q32024Q42024

FeedReelsSearchStories

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:7,997InstagramAdAccounts

QuarterlycomparisonofadsCPM(USD)onFacebook

Worldwidebrands

MedianadaccountCPM

3.00

2.50

2.00

1.50

1.00

0.50

0.00

Q12023Q22023Q32023Q42023Q12024Q22024Q32024Q42024

FeedReelsSearchStoriesVideo

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:7,838FacebookAdAccounts

Backtocontents

10

2025Report:Socialmediabenchmarks

UPDATESFORX

BrandaccountchangesonX:Datashowssomebrandsreducingadinvestment

In2024,therewasadeclineinbrandactivityonX,asthe

platformsawdecreasesinactiveprofiles,adspending,and

overallengagement.Thenumberofactivebrandprofilesshrankacrossallregions,withthesteepestdeclinesinNorthAmericaandEurope.Manymajorbrandssignificantlyreducedactivity,

suggestinglackofreturnoninvestment.

AdspendingonXalsodropped,withanumberoflargeaccounts

optingnottorunanyadsduring2023andbeyond.Theplatform’smedianprofilegrowthwasnegativeat-0.8%,reflectingdiminishingreturnsforbrandpresence.DespiteitslowCPMandCTR,they

haven’trecapturedadvertiserinterestfully–thoughtherewasabitofabouncebackinQ4–especiallywhenplatformslikeTikTok,Instagram,andFacebookaredeliveringsomewhat

strongerresults.

WhileX’sdecliningactivitymayconcernsomemarketingteams,theplatform’sbiggestvalueliesinnicheopportunities,suchastargetinghighlyspecificaudiencesorleveragingitstrending

contentformat.ThedatasuggestsherethatbrandsshouldevaluateifXalignswiththeirbroadermarketinggoalsandmakeadjustmentsaccordingly.

Strategicguidanceforbrands

1.EvaluateXsimpact:Considerwhethertheplatform’sdecliningactivityalignswithyourgoals.Thisisagoodtimetoevaluatealladchannelsandmakeadjustmentsthatreflectyourbrandgoalsandvalues.

2.Incorporateotherplatforms:PlatformslikeTikTokand

Instagramofferstrongaudiencegrowthandengagement,makingthemreliableinvestmentsforbothorganicand

paidefforts.

3.Balancevideocontentspend:X’sventureintoshort-formvideoisn’tyetcompetitivewithInstagramReelsandTikTok,whereengagementisconsistentlyhigher.

4.Investinplatformswithgrowth:Allocateatleastsome

resourcestoplatformslikeTikTok,whichsawa44%median

growthratein2024,orInstagram,whichcontinuestoinnovatewithfeatureslikecollaborativepostsandReels.

5.Monitorplatform-specifictrends:Whilebrandsoverall

havenegativefollowergrowthonX,somecontenttypes

(e.g.,entertainment)maystillperformwell.Brandstargeting

nicheaudiencesshouldtrackperformancecloselyandtakeadvantageoflowCPM/CTRwheretheycan.

Numberofbrandprofilesindatasetwithorganicpostingactivitypermonth

Activitydefinedasatleastonepostthatmonth,withoutworldwide

Profiles

7,000

6,000

5,000

4,000

3,000

2,000

1,000

0

Jan2023Apr2023Jul2023Oct2023Jan2024Apr2024Jul2024Oct2024

AsiaPacificNorthAmericaUnitedKingdomEurope

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:16,771twitter/xprofileswherewehadsnapshotsforall24months

QuarterlycomparisonofadsCPM(USD)

Worldwidebrands

MedianadaccountCPM

2.50

2.00

1.50

1.00

0.50

0.00

Q12023Q22023Q32023Q42023Q12024Q22024Q32024Q42024

Facebook

XTwitter

Instagram

Source:Emplifidata

DateRange:01January2023-31December2024

Sample:7,838FacebookAdAccounts,7,997InstagramAdAccounts,854TwitterAdAccounts

Backtocontents

11

2025Report:Socialmediabenchmarks

TAKEAWAYS

Wrappingup:TikTokkeepsgrowing,InstagramReelshitsitsstride

Asbrandsnavigatetheevolvingsocialmedialandscapein2025,thedatafrom2024revealsaclearroadmapformaximizinggrowthandengagement.Platformsareshiftingrapidly,withsomepresentingunprecedentedopportunitieswhileothersfacedecliningrelevance.Tosucceed,brandsmuststayagile,data-driven,andfocusedoncreatingmeaningfulconnectionswiththeiraudiences.

Tactically,thatmeansbrandsneedtodiversifytheirstrategytoavoidthetrapofbeingtoodependentonanyonearea.Somekeypointsforbrandshere:

2

Keepaneyeonspending

onsocialplatforms

likeXandFacebook,

andadjustdown

asnecessary

3

Ifyouhaven’tdoneit

yet,doubledownon

TiktokandInstagram

(assumingthismakes

senseforyouraudience)

4

5

FindmoreUGCand

partnerwithmorebrands

toincreaseyour

voiceimpact

Measure,adjust,repeat

1

Ensureyourecalibrate

basedonyour

audience’sbehaviorand

understandwherethey

spendtheirtime

As2025unfolds,themostsuccessfulbrandswillbethosethatremainadaptable,embraceplatform-specificstrategies,andleveragedatatoinformtheirdecisions.Whetherit’screatingshort-formvideocontent,investingincollabor