2025 Social Media Ad Trends: Where Your Investment Should Be Heading

Social Media: From Trendy Newcomer to Marketing Mainstay

Social media has long since evolved from the new kid on the block to a critical pillar of any digital marketing strategy. According to the latest data from Pew Research Center, over 85% of online adults in the United States now use at least one social networking site, and more than half actively engage on two or more platforms. With user numbers rising and businesses pouring in, competition for attention is more intense than ever—which is why brands are investing significantly in social media advertising.

The Simple Answer for Most Brands: More Ad Spend

In 2021, eMarketer estimated that global advertisers would invest nearly $56 billion in social media ads. By 2025, this figure is projected to exceed $120 billion, representing a growing slice of total digital ad expenditures. The surge in social ad spend is fueled by the ability to hyper-target specific audiences, providing substantial ROI when compared to older methods like newspaper, TV, radio, or even traditional PPC.

Social media platforms continue to refine their advertising tools, offering marketers robust user data and advanced targeting capabilities. While platforms such as Twitter (now called X) and LinkedIn have their share of the pie, Meta’s Facebook and Instagram remain strong leaders in social ad spend. Meanwhile, TikTok, Snapchat, and newer platforms like Threads (from Meta) and emerging AR/VR channels are rapidly carving out their own valuable niches.

What’s Next for Advertisers?

Despite Facebook and Instagram still dominating the space, newer platforms are no longer a novelty. Brands wanting to stay innovative and reach younger, highly engaged demographics should have TikTok and Snapchat firmly on their radar:

• TikTok: Short-form video is here to stay, with TikTok’s user base forecasted to surpass 1.8 billion monthly active users by the end of 2025. Its unique algorithm and popularity among Gen Z create opportunities for brands willing to experiment with entertaining, bite-sized video content.

• Snapchat: Famous for ephemeral content and AR filters, Snapchat continues to perform well among teens and young adults. Its AR ad offerings and interactive tools can help brands connect with users in fun, innovative ways.

At the same time, Instagram remains a powerful option for brands whose content is visually appealing. Advertising on Instagram is integrated through Facebook’s ad platform, giving advertisers the full suite of targeting options, from lookalike audiences to device-specific placements. For many Fruition clients, cost per click (CPC) on Instagram still rivals Facebook, though success varies by industry and campaign goals.

Instagram’s user base skews younger than Facebook, making it an effective channel for reaching millennials, Gen Z professionals, and even teen segments. As Meta continues to integrate new ad placements (like Instagram Reels) and features within Instagram, it’s likely the platform’s ad revenue and user engagement will continue growing.

Stay Ahead of the Curve with Emerging Platforms

Our advice: diversify. While Facebook, Instagram, and LinkedIn (or X) might seem like the safe bets, be prepared to adapt as new or evolving platforms enter the market. Whether you’re dabbling in TikTok, Threads, Snapchat, or experimenting with the Metaverse and AR/VR channels, embracing these platforms early provides a competitive edge—and sets you up to capitalize on future innovations.

The social media landscape in 2025 demands agility, creativity, and the willingness to test new approaches. Keep your eyes on emerging trends and features, and don’t hesitate to pivot when promising new opportunities arise.

Want to learn more about Social Media Marketing?

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