Social Media Statistics 2025: Ad Reach and Traffic Dominance

Updated global statistics for 2025 by DataReportal confirm that major social media platforms continue to strengthen their positions as primary sources of advertising reach and outbound web traffic. Facebook, YouTube, Instagram, and TikTok remain core channels for media buying and affiliate marketing strategies.

AffRoom team has compiled all the social media statistics for affiliates in one article to make the picture more obvious and convenient to analyze!

• Facebook remains the leading source of external website traffic, generating approximately 75–76% of all outbound traffic from social networks.
  
• Instagram accounts for roughly 8–9% of outbound traffic.
  
• X (formerly Twitter) contributes around 6–7%.
  
• The remaining share is distributed among TikTok, Reddit, Pinterest, and other platforms.
  

• YouTube’s potential advertising reach reached approximately 2.58 billion users, covering about 43% of the global internet population.
  
• The platform added around 53 million users year-over-year, including 44 million users in the most recent quarter.
  
• The core advertising audience is concentrated in the 25–34 age group.
  
• Gender split of the ad audience: 53% male and 47% female.
  

• Facebook’s potential advertising reach reached approximately 2.35 billion users, representing around 39% of global internet users.
  
• Year-over-year growth stood at about 5.7%, equivalent to 126 million new users.
  
• Largest markets by audience size:
  India — over 403 million users
  United States — around 198 million users
  

• Reels deliver the highest engagement rate at approximately 0.25%.
  
• Link posts show the lowest engagement at around 0.10%, which directly impacts affiliate traffic distribution strategies.
  

• Instagram’s advertising reach increased to approximately 1.91 billion users.
  
• Annual growth reached about 13%, adding 221 million users.
  
• Largest audiences:
  India — around 480 million
  United States — approximately 182 million
  Brazil — around 147 million
  

• TikTok’s potential advertising reach approached 2 billion users.
  
• Year-over-year growth reached approximately 17–18%, adding around 298 million users.
  
• More than 40% of TikTok’s audience falls within the 25–34 age segment.
  
• Key markets include Indonesia, the United States, and Brazil.
  

• WhatsApp surpassed 3 billion monthly active users, representing roughly 36% of the global population.
  
• The platform continues to strengthen its role in retention, remarketing, and community-driven funnel strategies.
  

• Reddit experienced rapid audience expansion, adding around 500 million users year-over-year (+180% growth).
  
• X reported a net loss of over 30 million users, reflecting continued declines in overall platform activity.
  

Conclusion

As you can see, social media platforms remain critical traffic and advertising channels in 2025.

Facebook dominates outbound traffic, YouTube and Instagram continue to expand advertising reach, and TikTok maintains strong growth within high-value demographic segments!

Related articles:

• YouTube Unveils “Ask Studio” AI for Smarter Channel Analytics
• Meta to Offer Users in EU a Choice on Personalized Ads

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