Key Findings
- Facebook and Instagram continue to offer the highest ROI for marketers, with their visual-first approach leading to strong performance across campaigns.
- YouTube remains the dominant platform for teen engagement, proving its value in reaching younger audiences.
- Social media’s growing influence on shopping behavior is shaping the future of consumer decision-making and social commerce.
Stay informed on the go. Our 11-minute DesignRush Podcast covers how to get ahead of the latest social media marketing trends for growing businesses online. Listen now or keep reading.
Table of Contents
Evolving Trends in Social Media Marketing Channels
1. Facebook and Instagram Marketing Still Delivers the Highest ROI
A survey of B2B and B2C marketers worldwide found that 29% believed Facebook and Instagram provided the highest ROI, with YouTube following at 26% and TikTok at 24%. This shows that Meta’s well-established platforms continue to generate impactful and measurable marketing outcomes.
To cater for this, marketers can:
- Make Facebook and Instagram your first choice: Invest in campaigns on these platforms to maximize ROI, especially with targeted ads and compelling content.
- Leverage Instagram’s eCommerce features: Utilize Instagram’s shopping capabilities to drive direct conversions and boost sales.
- Create visually engaging ads: Since both platforms excel with visual content, prioritize eye-catching videos and images for your campaigns.
- Refine ad targeting: Use Facebook's detailed targeting options to reach your ideal audience and optimize campaign performance.
- Monitor and optimize: Continuously track your campaigns’ ROI to fine-tune strategies for better results.
2. Instagram and Pinterest Are Among the Fastest-Growing Social Platforms
In 2024, Instagram and Pinterest led the pack as the fastest-growing social media platforms, with user bases expanding by 25.3% and 23.2%, respectively. Their growth proves the importance of visual content in the social media landscape, with users flocking to these platforms for inspiration along with community engagement.
To leverage this growth:
- Invest in visual storytelling: Prioritize creating high-quality images, carousels, and videos that resonate with your audience on both platforms.
- Optimize for search: Utilize Pinterest’s powerful search features and Instagram’s hashtag strategy to increase discoverability.
- Incorporate trends: Stay updated on trending topics and popular aesthetics to ensure your content stays fresh and relevant.
- Leverage eCommerce tools: Take advantage of Instagram Shops and Pinterest Pins to drive direct purchases through the platforms.
- Engage with communities: Build a strong, interactive presence on both platforms by responding to comments, creating polls, and using platform-specific engagement features.
3. YouTube Is Leading the Way Among Teen Audiences
YouTube remains the most popular platform among teenagers, with 90% reporting they watch videos on the site — down slightly from 95% in 2022. Nearly three-quarters of teens visit YouTube every day, showing its continued dominance in their daily digital routines.
This means marketers should:
- Create video-first content: Focus on producing engaging, high-quality videos that speak directly to teen interests and trends.
- Leverage YouTube Shorts: Take advantage of YouTube’s short-form content to capture attention quickly and boost engagement.
- Partner with influencers:Collaborate with teen influencers to tap into their loyal, engaged audiences.
- Focus on entertainment and education: Teens love content that is both fun and informative, so create videos that combine value with entertainment.
- Engage through comments and polls: Foster interaction by encouraging teens to comment, share, or participate in polls and challenges.
4. TikTok Marketing Investments Expected To Rise in 2025
Despite concerns over potential bans, TikTok remains a critical channel for marketers in the US, with 67% of B2C decision-makers planning to boost their investment on the platform in 2025. Its unparalleled ability to capture Gen Z and millennial audiences, combined with the power of short-form video, keeps it indispensable in marketing strategies.
To maintain an edge with young audiences, brands should appreciate the importance of embracing creativity and agility on TikTok.
To capitalize on TikTok’s dominance:
- Prioritize authentic content: Focus on creating relatable, entertaining, and trend-driven videos to engage audiences.
- Leverage influencers: Collaborate with creators whose audiences align with your target demographic to expand reach and build trust.
- Experiment with ad formats: Test TikTok’s ad solutions, such as Spark Ads or Branded Effects, to connect with users in creative, non-disruptive ways.
- Stay agile: Keep an eye on regulatory developments and have contingency plans for diversifying your social media strategy if needed.
- Monitor performance: Use TikTok’s analytics tools to track engagement and fine-tune your content for maximum impact.
Content Strategies Shaping Consumer Behavior
1. Social Media Plays a Significant Role in Consumer Shopping Decisions
Nearly half of consumers (49%) use social media to conduct shopping research, just behind the 54% who rely on search engines. Additionally, 48% of consumers turn to social platforms to discover new brands, outpacing the 35% who use search engines for brand discovery.
These figures demonstrate the increasing influence of social media in shaping the consumer buying journey.
For marketers, this means:
- Optimize social media for discovery: Make sure your brand is visible by creating engaging, shareable content that catches the eye of potential customers.
- Provide valuable product info: Use social media to share detailed product features, customer reviews, and tutorials that guide purchasing decisions.
- Incorporate social commerce: Enable seamless shopping experiences by integrating purchase options directly on platforms like Instagram or Facebook.
- Create brand awareness campaigns: Leverage social media to increase visibility and make it easy for users to find your brand as they explore new options.
- Track and measure behavior: Use insights and analytics tools to understand how consumers are researching and discovering your products on social platforms.
2. Social Media Is a Key Source of News
More Americans are turning to social media for news, with a 7% increase since 2022. For many, platforms like Facebook, Instagram, and Twitter have become self-contained ecosystems where they access and engage with current events.
This shows the importance of meeting audiences where they consume information. By aligning with users' preferred channels for news, brands can build trust, increase visibility, and foster deeper engagement in real-time conversations.
To adapt to this growing trend:
- Create shareable news-style content: Develop informative, engaging posts that align with trending topics and encourage sharing.
- Establish thought leadership: Share insights, expert opinions, and timely updates to position your brand as a trusted source.
- Use platform-native formats: Leverage Stories, Reels, and Twitter threads to deliver bite-sized, digestible news content.
- Engage in conversations: Respond to comments and participate in discussions to boost visibility and credibility.
- Monitor trends: Stay updated on breaking news and viral topics to create timely, relevant content that captures attention.
3. Video Plays an Overwhelming Role in Social Media Marketing
Video content has become the top priority for 80% of social media marketing teams, reflecting its power to capture attention and drive engagement. Video is an ideal format for building emotional connections by telling stories, evoking feelings, and fostering a deeper sense of trust and loyalty with your audience.
For marketers, our advice is to:
- Focus on quality video production: Invest in creating high-quality, visually appealing videos that engage users from the first frame.
- Leverage video formats: Use a mix of short-form videos, live streams, and tutorials to engage different segments of your audience.
- Tell compelling stories: Craft narratives that resonate emotionally and encourage viewers to share your content.
- Repurpose content: Adapt longer videos into shorter clips for platforms like TikTok, Instagram Reels, or YouTube Shorts.
- Optimize for mobile: Ensure your videos are optimized for mobile viewing, as most social media consumption happens on smartphones.
4. Instagram Shows Decline in Engagement Despite Perceived Popularity
Instagram engagement has been steadily declining, with carousels averaging a 0.50% engagement rate in 2024, down from 0.55% the previous year. Reels and single images follow at 0.45% and 0.40%, respectively.
With an oversaturated feed, users are becoming more selective, interacting only with posts that genuinely capture their interest. Brands need to refine their Instagram strategies by focusing less on quantity and more on quality, crafting content that commands attention in a competitive space.
To combat declining engagement:
- Elevate storytelling: Create posts that resonate emotionally, whether through compelling captions or visually stunning imagery.
- Maximize carousel potential: Use carousels for in-depth storytelling or tutorials that encourage swiping and longer engagement.
- Optimize Reels: Experiment with trends, music, and humor to keep your Reels fresh and engaging.
- Post with purpose: Focus on meaningful, value-driven content rather than frequent posting for the sake of visibility.
- Engage back: Actively interact with your audience through replies, comments, and polls to foster a sense of community.
Key Audiences: The Numbers You Need to Know
1. Samsung’s Success on Facebook Demonstrates the Power of Engagement
Samsung holds the top spot among brands on Facebook, boasting a staggering 161.9 million likes. This dominance highlights the power of consistent engagement, a global presence, and a well-rounded content strategy tailored to a diverse audience.
To follow Samsung’s lead on Facebook:
- Diversify content: Mix product announcements, user-generated content, and behind-the-scenes posts to keep your feed engaging.
- Engage globally: Tailor campaigns to resonate with international audiences, leveraging regional trends and cultural moments.
- Encourage community interaction: Use polls, Q&A sessions, and comments to foster a sense of connection with followers.
- Leverage paid ads: Boost high-performing posts to reach broader audiences and gain traction.
- Stay consistent: Post regularly with high-quality visuals and messaging that align with your brand identity.
2. Instagram’s Reach Among High-Income Households Is Undeniable
Instagram is a key platform for affluent audiences, used by 58% of U.S. individuals earning over $100,000 annually, compared to just 41% of those earning under $30,000. This makes Instagram a prime space for brands targeting high-income consumers through visually engaging content.
To tap into Instagram’s affluent user base:
- Highlight premium offerings: Showcase high-quality products or services that align with the lifestyle aspirations of high-income users.
- Invest in aesthetics: Prioritize sleek, professional visuals to appeal to a more discerning audience.
- Leverage aspirational storytelling: Use content that emphasizes exclusivity, luxury, and unique experiences.
- Collaborate with influencers: Partner with creators who resonate with affluent demographics to enhance credibility and reach.
- Utilize targeted ads: Refine ad targeting to reach users based on income-related interests and behaviors.
What Experts Are Saying About the Future of Social Media Marketing
Social media advertising, as demonstrated by the statistics, should be a key part of the marketing mix in the year ahead, alongside organic content. However, choosing the right platform is imperative.
Robert Brill, CEO of Brill Media, emphasizes the importance of Meta and Google, which together account for nearly half of all digital ad spending — 46.9%, to be exact. These platforms should inevitably be part of your strategy.
"At the end of the day, I believe algorithms are smarter than humans, so rely on them. But people plus algorithms are the best at driving marketing success," he adds.
However, as platforms like TikTok keep growing despite headwinds, it’s essential to stay agile and keep pace with emerging trends. Brill’s point about algorithms is particularly relevant here — TikTok’s algorithm thrives on creative, trend-driven content, while Instagram’s focuses on visually engaging and shareable posts.
Then, the increasing shift of consumers using social media for shopping research and brand discovery also underscores the need for a strategic social commerce approach.
As these trends evolve, staying on top of the latest developments will ensure your brand remains competitive. To do so effectively, connect with experts who can help.
Social Media Marketing Statistics FAQs
1. What tools can I use to track the effectiveness of my social media marketing campaigns?
To track the effectiveness of your social media marketing campaigns, several tools can provide valuable insights into performance and engagement:
- Google Analytics: This tool can track website traffic from social media platforms, helping you understand how social media efforts contribute to conversions and user behavior.
- Facebook Insights and Instagram Insights: Both platforms offer in-depth analytics on post reach, engagement, audience demographics, and more. These built-in tools help you understand what’s working and what needs improvement.
- Hootsuite or Buffer: These social media management tools not only schedule posts but also provide comprehensive analytics to track engagement, click-through rates, and overall campaign performance across multiple platforms.
- Sprout Social: This platform offers powerful reporting tools that allow you to analyze social media performance, track brand sentiment, and measure the ROI of campaigns.
- HubSpot: For brands using inbound marketing, HubSpot integrates with social media accounts to provide detailed metrics on lead generation and sales performance driven by social channels.
- Socialbakers: A tool that provides advanced social media analytics, helping brands track growth, engagement, and competitor performance across various platforms.
2. How can AI and automation enhance social media marketing efforts?
AI and automation can have a big impact on social media marketing by streamlining processes and increasing efficiency. Here’s how:
- Content creation: AI tools like copywriting assistants can help generate engaging posts, captions, and even ad copy. AI-powered image recognition tools can assist in optimizing visual content for engagement.
- Personalization: AI can analyze audience data and behavior to tailor content and ads to individual preferences, improving engagement and conversion rates.
- Chatbots and customer service: AI-powered chatbots can interact with users in real-time, answering questions and guiding them through sales funnels, providing an enhanced customer experience.
- Social media scheduling and posting: Automation tools can schedule posts at optimal times, ensuring consistent content delivery while freeing up time for marketers to focus on strategy and creativity.
- Analytics and reporting: AI can analyze large datasets to track campaign performance, identify trends, and offer actionable insights to refine marketing strategies and maximize ROI.
