Social Media & Advertising Trends Shaping 2025: Growth, AI, and Influencer Impact

80%

In 2025, YouTube remains the most popular platform, with over 80% of U.S. adults using it, surpassing Facebook. Among 18-29-year-olds, 93% use YouTube, 76% Instagram, and 68% Facebook, while in the 30-49 age group, 94% are on YouTube, 78% on Facebook, and 66% on Instagram. Instagram influencers attract a young audience, with 43.74% aged 25-34 and 28.67% aged 18-24. TikTok continues rapid growth, reshaping social media marketing strategies. These trends highlight how platforms are evolving and where businesses should focus their marketing efforts.

6.7%%

​Global advertising spending is projected to grow 6.7% in 2025, reaching $1.15 trillion, according to WARC. However, this forecast has been reduced by nearly $20 billion due to concerns over stagflation and recession. Tariffs are expected to significantly impact sectors like automotive (anticipated to decline by 7.4%), retail (down 5.3%), and technology. Additionally, major digital platforms such as Google, Meta, and Amazon face regulatory uncertainties, further influencing the advertising landscape.

59%

Influencer marketing is booming in 2025, with 59% of marketers planning to partner with more influencers than in 2024. 66% are investing in influencer campaigns to boost brand awareness, while 59% say it increases audience engagement and 55% credit it with driving trust and revenue growth. Most brands (77%) currently partner with 1–10 influencers, but B2C brands often work with 6–19. New platforms like Bluesky and Threads are gaining traction, with 52% of brands posting on Bluesky and 57% on Threads.

87%

The IAB's "State of Data 2025" report reveals that AI is transforming advertising, with 87% of marketers saying AI will enhance media buying and creativity. However, 72% of executives admit their companies aren't fully prepared for this shift. The report also highlights that data collaboration is growing, with 65% of businesses investing in AI-driven audience insights. Meanwhile, privacy concerns remain, as 58% of marketers worry about AI’s impact on consumer data protection.

27%

A study by Zynga and the National Research Group found that 27% of mobile gamers have purchased a new product after encountering an in-game ad. Additionally, 49% became aware of new products, and 43% researched them due to such ads. The research also indicates that 45% of mobile gamers spend $200 or more monthly on retail items, and 31% spend over $500 on groceries. These insights suggest that in-game advertising is a powerful and underused tool for driving brand engagement and conversions.

1000

Wendy's plans to open 1,000 new stores by 2028, focusing on both domestic and international markets. This expansion aims to increase the brand's presence in key regions, including the U.S. and Canada, with a particular emphasis on drive-thru and delivery formats. The company is targeting a 5% annual growth rate in systemwide sales by 2028, which will help boost its competitive position in the fast-food industry.

72%

Emplifi's "Social Pulse Report 2025" reveals that 72% of marketers plan to increase their social media marketing budgets this year, with 44% prioritizing influencer partnerships. The report also highlights that 58% of brands see social media as a key driver of customer loyalty. Additionally, 61% of marketers aim to invest in AI-driven tools to enhance customer engagement and personalization.