Social Media Trends and Platform Usage Insights

In 2025, social media trends show a strong emphasis on AI-enhanced content creation and personalization, with 83% of enterprises planning to increase AI use in marketing, leading to 3.2 times higher engagement rates. Automated customer service via social platforms is also expected to handle nearly half of basic inquiries by 2026.

Social audio is growing, with podcast listenership up 41% year-over-year and voice messaging usage increasing by 28%, alongside niche adoption of social audio features like Twitter Spaces. Users increasingly engage with interactive content such as polls, live sessions, and augmented reality (AR) filters, with temporary content like Stories and Reels remaining highly popular on platforms like Instagram and TikTok.

Mobile remains dominant, with over 93% of users accessing social media via smartphones, supported by high-speed connectivity enabling seamless experiences. Social commerce is expanding rapidly, with in-app shopping on Instagram and TikTok becoming more common.

Despite a slight decline in average daily social media usage time (down 8.4% to about 2 hours), users are spreading their time across more platforms, averaging 7.2 platforms monthly. Popular platforms include TikTok, Telegram, Instagram, WhatsApp, Facebook, and newer apps like Meta’s Threads and ChatGPT-related tools.

Regional platform expansion is notable, with growing interest in Chinese platforms (Bilibili, Douyin), Southeast Asian niche platforms (Kumu), and Japanese/Korean social apps among cultural groups. Regulatory changes are also shaping the landscape, with stricter data privacy, misinformation laws, and influencer marketing regulations impacting how brands operate on social media.

Social media advertising is a significant and growing market, projected to reach nearly US$588 million in 2025, reflecting businesses’ increasing reliance on targeted social media ads to engage specific demographics effectively.

In summary, key insights include:

• AI-driven personalization and automation boosting engagement and efficiency
• Growth in social audio and interactive content
• Dominance of mobile-first usage with high-speed connectivity
• Expansion into regional and niche platforms
• Increasing importance of social commerce and in-app shopping
• Regulatory environment influencing marketing strategies
• Continued growth in social media advertising spend

These trends highlight a dynamic, multi-platform social media ecosystem where personalization, interactivity, and commerce converge, supported by advanced technologies and evolving user behaviours.