Social media advertising and marketing in the United States - statistics & facts

Social media has not only become a popular pastime for millions of online users around the world, but it has also evolved into one of the most effective digital marketing tools of the recent past. As the number of social network users continues to soar and platforms like Instagram or TikTok impact consumer behavior more effectively than ever, marketers are quick to leverage these platforms’ appeal for promotion. This is particularly noticeable in the United States, the largest social media ad market in the world. As of 2021, social media ad spend in the U.S. stood at 56.7 billion U.S. dollars, with investments on track to surpass the 80-billion-dollar mark by 2025.

Boosting business through social media

Social media marketing usage in the U.S. has steadily increased over the past few years. In 2021, almost 92 percent of companies embedded social media into their marketing campaigns, up from around 86 percent in 2013. Data also shows that roughly 15 percent of digital media budgets were allocated towards social in 2021, a share that is forecast to grow in the future. So how do companies leverage the power of social media? Surveys show that video is considered the most valuable content type for social media marketing in the U.S., outperforming text-based posts by a significant margin. This focus on video aligns with ongoing user trends and preferences for online video entertainment – a demand that social media giants like Instagram have recognized and reacted to by integrating various video-sharing features into their platforms. In addition to social media posts by brands themselves, influencer endorsement is also considered a highly effective targeting and marketing tool. Despite all that, data also indicates that U.S. consumers are not fully sold on social media marketing just yet, as social was voted the least trustworthy ad medium in 2021.

Market leaders: two for all and all for Meta

While marketers can choose from an ever-expanding pool of social media channels, two platforms take the lead. In 2021, Facebook was voted the leading social media platform for marketing in a global survey, with roughly 93 percent of industry specialists using it as part of their marketing activities. Thanks to its impressive North American and global user base, Facebook also stood out as the leading digital marketing platform among U.S. retailers and small businesses. Instagram, Meta’s other social media pearl, has also turned into a lucrative marketing destination. The app allows companies to promote their products and services through various formats while facilitating direct communication between brands and followers. In addition to being a versatile tool in U.S. marketers’ digital repertoires, Instagram marketing has also become intertwined with the influencer marketing phenomenon. Over 90 percent of U.S. marketing experts mentioned plans to increase influencer cooperation on Instagram in the future, thereby leveraging the platform’s community of creators to stand out in today’s competitive marketplace.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Number of social network users in the U.S.: 327.22m

Social media ad spend in the U.S.: 80.7bn USD

Leading social media platform used by marketers worldwide: Facebook

Editor’s Picks Current statistics on this topic

Social media advertising spending in the United States from 2019 to 2022 (in billion U.S. dollars)

Online Advertising

Social media ad spend in the U.S. 2019-2022

Social media marketing usage rate in the United States from 2013 to 2022

Online marketing

Social media marketing penetration in the U.S. 2013-2022

Leading social media marketing goals according to marketers in the United States as of April 2021

Online marketing

Social media marketing goals of U.S. businesses 2021

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Overview

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Usage

Premium Statistic Social media marketing penetration in the U.S. 2013-2022
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Budget & ROI

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Effectiveness

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Market leaders

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Audience

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