Most used social media platforms by marketers worldwide: As of January 2025

The digital marketing landscape in early 2025 reveals a distinct hierarchy in platform adoption, with legacy social networks maintaining a stranglehold on professional strategies.

Facebook remains the undisputed leader, with 83% of marketers worldwide utilising the platform. This pervasive usage underscores its enduring relevance for reaching broad demographics, despite the rise of newer competitors.

Following closely is Instagram, which commands the attention of 78% of marketers, cementing Meta’s dual dominance over the industry.

The synergy between these two platforms suggests that visual-heavy and community-based content remains the primary vehicle for brand messaging.

Interestingly, LinkedIn secures the third position with a 69% adoption rate. This high figure highlights the critical nature of B2B marketing and professional networking in the current economy, surpassing purely entertainment-focused video platforms.

YouTube, while essential for long-form video strategies, engages 53% of marketers, placing it firmly in the middle of the pack. This suggests that while video is vital, the high barrier to entry for production may limit universal adoption compared to text or image-based updates.

The lower tier of the rankings presents a stark contrast between cultural buzz and actual marketing utility. X (formerly Twitter) and TikTok sit neck-and-neck at 27% and 26%, respectively.

Despite TikTok’s massive cultural influence among younger demographics, only a quarter of marketers have integrated it into their core stack, perhaps due to regulatory uncertainties or content distinctiveness.

Finally, Threads trails significantly at 12%, indicating that it has yet to become a staple tool for global brand communication.