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Social Media Advertising - Worldwide

Worldwide
  • Ad spending in the Social Media Advertising market worldwide is projected to reach US$276.72bn in 2025.
  • This ad spending is expected to exhibit an annual growth rate (CAGR 2025-2030) of 9.38%, leading to a projected market volume of US$433.28bn by 2030.
  • In a global context, the majority of ad spending will be generated China, which is expected to reach US$96.82bn in 2025.
  • Within the Social Media Advertising market, it is anticipated that 83% of total ad spending will be generated through mobile by 2030.
  • Furthermore, the number of users in the Social Media Advertising market is expected to amount to 6.0bn users by 2030.
  • Worldwide, social media advertising is increasingly leveraging advanced algorithms to enhance targeting precision and improve user engagement across diverse platforms.

Definition:
Social Media Advertising is a form of online digital marketing in which paid banner and video ad campaigns are run on social media platforms to reach the target audiences. Marketers can promote brands, products, and services and increase purchase intention.

Additional information:
Social Media Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Social Media Advertising include Facebook, Instagram, Twitter, TikTok, LinkedIn, Weibo, Naver, and Kakao. For more information on the data displayed, use the info button right next to the boxes.
In-Scope
  • All ad spending generated by social networks
  • Sponsored posts
Out-Of-Scope
  • Ads within online games playable on social networks
  • Revenue generated from membership subscriptions or premium fees
Social Media Advertising: market data & analysis - Cover

Market Insights report

Social Media Advertising: market data & analysis
CONTENTBOX_CAPTION_STUDY_DETAILS

    Ad Spending

    NOTES: Data was converted from local currencies using average exchange rates of the respective year.

    MOST_RECENT_UPDATE: Oct 2024

    SOURCE: Statista Market Insights

    NOTES: The chart “Comparable Estimates” shows the forecasted development of the selected market from different sources. Please see the additional information for methodology and publication date.

    MOST_RECENT_UPDATE: Oct 2024

    NOTES: Data was converted from local currencies using average exchange rates of the respective year.

    MOST_RECENT_UPDATE: Oct 2024

    SOURCE: Statista Market Insights

    MOST_RECENT_UPDATE: Oct 2024

    SOURCE: Statista Market Insights

    Key Players

    MOST_RECENT_UPDATE: Nov 2024

    SOURCE: Statista Market Insights

    Analyst Opinion

    The Social Media Advertising market in Worldwide is experiencing significant growth and development due to customer preferences and trends in the market.

    Customer preferences:
    Customers in Worldwide are increasingly turning to social media platforms for entertainment, information, and social interaction. With the rise of smartphones and affordable internet access, social media has become an integral part of people's daily lives. As a result, advertisers are targeting these platforms to reach a large and engaged audience. Customers prefer social media advertising because it is personalized, interactive, and easily shareable. They appreciate the ability to engage with brands directly through likes, comments, and shares, and they value the convenience and accessibility of social media advertising.

    Trends in the market:
    One of the key trends in the Social Media Advertising market in Worldwide is the increasing use of video content. Videos are highly engaging and have the potential to go viral, making them a powerful tool for advertisers. Platforms like YouTube, Instagram, and TikTok have seen a surge in video content consumption, and advertisers are leveraging this trend to create compelling video ads. Additionally, influencer marketing is gaining traction in the social media advertising space. Brands are partnering with popular social media influencers to promote their products or services, as influencers have a loyal and engaged following. This form of advertising is seen as more authentic and relatable, leading to higher customer engagement and brand awareness.

    Local special circumstances:
    In different countries and regions, there are unique local circumstances that influence the Social Media Advertising market. For example, in China, social media platforms like WeChat, Weibo, and Douyin dominate the market. These platforms have their own advertising ecosystems and require tailored strategies to reach the Chinese audience effectively. In India, the popularity of regional languages and diverse cultural preferences necessitate localized social media advertising campaigns. Advertisers need to understand the local nuances and preferences to effectively engage with the Indian audience.

    Underlying macroeconomic factors:
    The growth of the Social Media Advertising market in Worldwide is also influenced by underlying macroeconomic factors. As the global economy continues to recover from the impact of the COVID-19 pandemic, businesses are increasing their advertising budgets to regain customer attention and drive sales. The shift towards digitalization and e-commerce has further accelerated the demand for social media advertising. Additionally, the increasing internet penetration and smartphone adoption rates in emerging markets are creating new opportunities for social media advertising. As more people gain access to the internet, the potential audience for social media advertising expands, driving market growth. In conclusion, the Social Media Advertising market in Worldwide is experiencing growth and development due to customer preferences for personalized and interactive advertising on social media platforms. The trends of video content and influencer marketing are shaping the market, while local special circumstances and underlying macroeconomic factors also play a significant role in driving the market's growth.

    Reach

    MOST_RECENT_UPDATE: Oct 2024

    SOURCE: Statista Market Insights

    Global Comparison

    MOST_RECENT_UPDATE: Oct 2024

    SOURCE: Statista Market Insights

    Methodology

    Data coverage:

    Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

    Modeling approach:

    A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, social media users, and digital consumer spending by country.

    Forecasts:

    We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

    Additional notes:

    Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

    Advertising & Media

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    Social Media Advertising: market data & analysis - BackgroundSocial Media Advertising: market data & analysis - Cover

    Key Market Indicators

    NOTES: Based on IMF, World Bank, UN and Eurostat

    MOST_RECENT_UPDATE: Jan 2025

    SOURCE: Statista Market Insights

    OUTLOOK_EXPLORE_RELATED_TOPICS

    Social media advertising and marketing worldwide – statistics & facts

    Social media is no longer just for connecting with friends; now brands meet customers, and trends are born in these platforms. As social media advertising spending is projected to continue to grow during the second half of the decade, buying behavior is consistently impacted by likes, comments, and shares. Social influence has led marketing strategies to align with platforms that promote video content. In 2024, TikTok and social media ranked among the top three leading consumer trends according to marketers surveyed around the globe, making such channels unavoidable for most advertising strategies. The social media advertising market is not limited to one region; countries across all continents are investing in social media advertising, with the United States and China recording the highest expenditures worldwide.
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