Social Media Statistics 2025 for Briefs & KPI — Fresh Figures and How to Use Them

Social media in 2025 runs on new performance standards, changing engagement dynamics, and far more defined KPI expectations. Whether you’re drafting a brief or planning a campaign, accurate data is what drives strategic decisions. Below is a refreshed look at the key stats shaping 2025 — and how they translate into actionable KPIs.

Key 2025 insights

The global social audience has reached 5.56 billion people, accounting for roughly 64% of the world’s population.
Engagement continues to decline across major networks: Instagram is down around 16%, TikTok has fallen by roughly 30–35%, and Facebook by more than 30% in many categories.
Static formats are resurging — image posts and carousels often outperform short video in saves, shares, and clarity on platforms like Instagram and LinkedIn.
Meta platforms maintain strong overall activity, offsetting lower engagement with more advanced personalisation and improved content distribution systems.

Turning Stats Into KPI-Ready Briefs

Set realistic expectations

With global engagement down, KPIs must reflect the current climate. Instead of pushing aggressive growth, aim for steady retention or slight improvements over existing baselines.

Tailor KPIs by platform and format

Use the strengths of each channel:

Static images and carousels for higher ER
Short-form video for reach
LinkedIn visuals for strong professional engagement

Each platform should have its own benchmark.

Choose meaningful metrics

Move away from vanity metrics like follower count. Prioritise:

Engagement rate
Saves and shares
Retention and completion rate
Profile visits and conversions

These metrics better reflect true performance and relevance.

Build briefs around ratios, not guesses

Use clear, measurable targets such as:

“Aim for a 4–6% ER on Instagram static posts.”
“Increase save rate on educational content by 15% quarter-over-quarter.”

Ratios convert abstract goals into actionable KPIs.

Use global audience data to set reach goals

Knowing that nearly two-thirds of the world uses social platforms helps you estimate potential reach. For example:

Define your niche audience size
Identify what 1–2% reach looks like
Set goals accordingly

How to apply these stats in practice

Creative briefs: justify content format choices (e.g., static images when image-based engagement is trending upward).
Budget planning: lower overall ER means quality > quantity; allocate budget toward fewer, stronger assets.
KPI dashboards: build platform-specific benchmark lines so teams can compare their performance with industry norms.
Reporting: provide context behind numbers — “This ER is slightly lower than last quarter, but above the industry average.”

Example KPI framework for Q3 2025

Instagram static posts: target 6–7% ER
LinkedIn visuals: aim for 8–10% ER
TikTok: prioritise saves/DM shares over sheer views
Reach: aim for ~1–2% of your total addressable audience per post

Conclusion

Social media stats in 2025 offer a clearer, more realistic foundation for setting KPIs. Instead of relying on old benchmarks or chasing virality, use current data to create achievable targets and sharper briefs. When decisions are driven by numbers, not guesswork, your content becomes more predictable, measurable, and effective.