A recent Digiday+ Research survey reveals that Instagram, Facebook, YouTube, and TikTok are crucial to marketers in 2025, with metrics like engagement, impressions, and sales being critical. The survey involved 150 marketing professionals. Currently, Instagram leads with 93% adoption among marketers, followed by Facebook at 84%, and both YouTube and TikTok at 65%. This marks a slight shift from Q3 2024, where Instagram and Facebook maintained similar stats, while TikTok's user percentage rose significantly. Overall, slight shifts are shaping the social media marketing landscape for the upcoming year.
Marketers are increasingly focusing on engagement, impressions, and sales as primary performance metrics on social media platforms for 2025.
Instagram remains the top choice for marketers, with 93% of respondents using the platform in Q1 2025, reflecting its continued dominance.
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