8 Social Media Statistics Every Marketer Should Know Now

There’s no shortage of social media marketing advice online, but the best strategies are backed by data.

That’s why we’ve rounded up 8 surprising social media statistics from trusted industry leaders and what each one means for your marketing strategy.

Let’s dive in!

1. The average person uses 6.5 social platforms every month.

According to DataReportal’s 2026 Global Social Media Report, the typical internet user actively uses around 6.5 different social platforms each month.

What this means: Your audience isn’t loyal to a single platform. Build a content strategy that allows you to repurpose your content across multiple platforms.

2. People spend more than 18 hours each week on social media.

DataReportal also found that the average internet user spends 18 hours and 36 minutes on social media every week.

What this means: Your audience is already spending plenty of time on social media. The challenge is in creating content that’s valuable enough to earn their attention.

3. Social media has become a search engine.

Sprout Social reports that platforms like Instagram, TikTok, and YouTube now account for more than 60% of product discovery, with many users turning to social before traditional search engines.

What this means: When creating content, use descriptive captions, searchable keywords, alt text, and profile optimization to help people discover your content.

4. Short-form video delivers the highest ROI.

According to HubSpot, short-form video continues to deliver the highest return on investment among all video formats, with 41% of marketers reporting it as their top-performing content type.

What this means: Short-form video should remain a key part of your content strategy.

5. Brand engagement is a top priority for users.

Sprout Social’s latest research found that consumers want authentic brands that will engage with them. 73% of consumers would switch to a competitor if a brand failed to respond to them on social media.

What this means: Social media is about building relationships. Authentic content and engagement can strengthen trust, improve customer loyalty, and help your brand stand out.

6. More than half of users are concerned about undisclosed use of AI.

A survey by Sprout Social found that 52% of social users are concerned about brands posting AI-generated social content without disclosing it.

What this means: Authenticity is becoming a competitive advantage. Use AI as a tool, but keep your content human.

7. Original content series are on the rise.

Sprout Social recently shared that 57% of consumers said they prefer brands to create recurring content series rather than random standalone posts.

What this means: Creating regular content series, like weekly tips, FAQs, or recurring educational posts, can help build familiarity and keep your audience coming back for more.

8. Video quality directly impacts brand trustworthiness.

According to a report from Wyzowl, 89% of consumers say video quality affects how much they trust a brand.

What this means: No one expects you to be perfectly polished all the time, but good lighting, clear audio, and clean editing go a long way toward building credibility.

By understanding how people use social media today, you’ll be better equipped to create content that connects with them. Rather than trying to chase all of the new trends, focus on the real data that helps you make more informed marketing decisions.

Need help adapting your social media strategy for today’s landscape? Reach out to us!