Stats, insights and predictions: a glimpse at social media in 2025

Social media is a living, breathing beast. From countless shifts in user behaviour to ever-evolving technologies at every turn, last year’s strategies are bound to become just that – so last year. 
 
Here’s a look at where 2024 took us and our thoughts on the year ahead. We’re unpacking it all.

Canada’s 2024 scroll stats

Canadians scrolled their way through an average of 1 hour and 53 minutes per day. And hey, if your number’s higher, no judgement – you’re not alone.

Social platform usage

• YouTube: 31.9 million Canadian users, 81.9% of the population
• LinkedIn: 24 million Canadian users, 61.6% of the population
• Facebook: 23 million Canadian users, 59.1% of the population
• Instagram: 19.25 million Canadian users, 49.4% of the population
• X (formerly Twitter): 15.3 million Canadian users, 39.2% of the population
• Snapchat: 12.6 million Canadian users, 32.4% of the population
• TikTok: 12.05 million Canadian users, 32.8% of the population
• Pinterest: 9.95 million Canadian users, 25.5% of the population

Gender identity distribution

• YouTube: 50.4% identify as female, 49.6% identify as male
• LinkedIn: 47.6% identify as female, 52.4% identify as male
• Facebook: 52.5% identify as female, 47.5% identify as male
• Instagram: 55.5% identify as female, 44.5% identify as male
• X (formerly Twitter): 39.2% identify as female, 60.8% identify as male
• Snapchat: 52.9% identify as female, 46.4% identify as male
• TikTok: 49.0% identify as female, 51.0% identify as male
• Pinterest: 71.0% identify as female, 19.6% identify as male, 9.4% unspecified

Source : Datareportal 2024 Digital Report

Global social media stats 

Take a look at how social media is changing the ways we connect, share, and learn on a global scale. 

2025 Prediction: Dwell time is the ultimate prize

With average daily social media usage reaching nearly 2 hours, engaging users with platform-specific content has become a crucial metric. Dwell time – the amount of time someone lingers on your content – is the secret sauce for better algorithmic rankings that can swell brand visibility. 

Pro tip: With platforms prioritizing posts that engage longer, it’s crucial to lean into long-form content like video series or swipe-worthy carousels to increase dwell time.

Uninteresting content = Unfollowed brands

Fact: 60% of Canadian internet users say they unfollow brands that bore them. And 50% cite misaligned brand values. The lesson here is clear: If your content isn’t engaging, it won’t make the cut.

Pro tip: To survive in 2025, engage with your audience’s world, not just their wallets. Rather than always pushing for the hard sell, focus on authentic storytelling that connects with your audience's values. And beware “algorithmic unfollows.” If your audience doesn’t interact, your posts will fade from their feeds.

AI in 2025 = Your social wingman 

Artificial intelligence is a real cheat code for evolving your social media strategy in 2025. From content recommendations to hyper-targeted ads, AI allows brands to personalize content to individual preferences and behaviors, making feeds feel tailored to users.

Here's how to make AI work for you:

• Automated content testing for optimized post times and formats
• Dynamic ad targeting that adjusts based on user interactions
• AI-driven video editing and captions aligned with trending topics or keywords to boost visibility

Bonus: AI-driven chatbots for social media support can improve the user experience and free your team to focus on more complex questions.

Social search = Brand opportunity

Canadians increasingly use social platforms to hunt for ideas, inspiration and products. And this isn’t passive scrolling – it’s intentional discovery.

Pro tip: Be discoverable! Invest in SEO-friendly captions, hashtags, and content designed to pique curiosity.

“Dark social” = Purchase pathway

As more Canadians spend time online, brands have more prospective touchpoints to influence the buyer’s journey. “Dark social” interactions, like direct shares or mentions in private groups, significantly impact brand discoverability and push purchase intent, especially in B2B contexts.

Pro tip: Boost brand visibility on LinkedIn by leveraging your thought leaders to create engaging B2B and personal brand content. Keep in mind that this is a long game that builds brand trust over time, so don’t get hung up on clicks.

VR and AR = Dwell-worthy experiences

Trend alert! It’s time to get real about the unreal. With virtual and augmented reality technology becoming more accessible, immersive content is expected to grow in 2025. Features like VR shopping and AR product trials will play an even bigger role in creating memorable interactions between brands and their audiences.

Analytics 2.0: Beyond likes and shares

Goodbye vanity metrics! 2025 is all about understanding the “why” behind engagement. Qualitative data, such as sentiment analysis and social listening, is essential for truly understanding your audience, as it reveals the emotional impact of your content.

Pro tip: “Follower counts” don’t tell the whole story. We suggest combining traditional metrics like this one with emotional insights to measure the true quality and depth of your content’s audience engagement.

Ready to crush 2025?

We hope these insights inspire an inspired social strategy for 2025. Keep in mind that social media is truly an untamed beast that’s just going to keep morphing: the tactics we’re sharing in this article will surely evolve very soon.

So, you need to stay agile. We can help. Our Agile team is just a DM away (when we’re not scrolling, that is).