2025 Social Media Platforms Marketers Can’t Ignore
In 2025, social media marketing is more competitive than ever — but also more strategic. According to Social Media Examiner’s 2025 Social Media Marketing Industry Report, based on responses from over 1,400 global marketers, three platforms continue to dominate the industry: Facebook, Instagram, and LinkedIn. Yet, behind those familiar names, important shifts are happening that every brand should pay attention to.
Facebook Still Leads — But Its Grip Is Loosening
Facebook remains the most widely used platform among marketers, with roughly 83% reporting active use. However, its dominance is starting to soften. Only 37% of marketers now call Facebook their most important platform — down from 44% in 2024.
That slight dip signals a broader trend: marketers are diversifying their social presence. While Facebook’s advertising tools and community reach remain strong, its organic engagement has continued to decline. For many brands, Facebook is evolving into a hub for ads, retargeting, and event promotion, rather than the all-purpose engagement platform it once was.
LinkedIn’s Ascent — Especially for B2B
The real standout in 2025 is LinkedIn. The platform’s perceived importance has jumped to 29%, up sharply from last year, with B2B marketers ranking it higher than Facebook for the first time ever.
This surge highlights a major strategic shift: professional networks are no longer niche spaces. As marketers look for more meaningful engagement, LinkedIn has become the go-to place for thought leadership, case studies, and community-driven content.
Even more compelling, 61% of marketers plan to increase their organic activity on LinkedIn this year, compared with only 17% on X (formerly Twitter). Among B2B professionals, that number climbs to a remarkable 76%.
Instagram’s Staying Power
Instagram remains marketers’ second-most used platform after Facebook, with about 78% of marketers actively leveraging it. It’s also one of the most prioritized platforms for organic growth: 55% plan to increase their posting frequency in 2025.
That’s because Instagram continues to excel at visual storytelling. Its focus on Reels, Stories, and short-form video makes it ideal for brand discovery and connection. The takeaway for marketers is clear: success on Instagram requires a steady stream of authentic, visually rich content optimized for mobile audiences.
YouTube’s Resurgence — The Year of Video
If one content format defines 2025, it’s video. Nearly half of all marketers (46%) in the report said video is now their most important content type. And platforms like YouTube — once considered optional — are surging back into the spotlight.
60% of marketers plan to increase organic activity on YouTube, making it the single most targeted platform for growth this year. This shift underscores how marketers are leaning into longer-form video, tutorials, and behind-the-scenes storytelling to build trust and visibility.
The Decline of X (Twitter) and Threads
While some platforms are gaining momentum, others are losing relevance. The report shows that only 26% of marketers still use X, down from 31% last year. A growing number also plan to reduce their activity on Threads, with 64% saying they have no plans to use it at all.
These declines suggest that marketers are moving away from platforms with volatile algorithms or limited reach, opting instead for more stable ecosystems like LinkedIn, YouTube, and Instagram.
What It All Means for Marketers
The 2025 report paints a clear picture: marketers are focusing their efforts on fewer, higher-performing platforms.
Here’s how to adapt your strategy:
Double down on video. From Reels to YouTube tutorials, video remains the strongest format for engagement.
Prioritize LinkedIn for credibility. Especially for B2B brands, LinkedIn now drives trust and professional visibility.
Invest strategically in Instagram. Visual storytelling and community-driven content continue to perform best.
Rethink Facebook’s role. It’s still essential, but increasingly as an ad and events platform rather than a purely organic one.
Focus, don’t scatter. Master one or two platforms where your audience is most active rather than trying to be everywhere.
the bottom line
The 2025 Social Media Marketing Industry Report shows that the future of social media isn’t about being on every platform — it’s about being intentional. Brands that tailor their content to where their audiences actually engage — especially through authentic video and professional storytelling — will be the ones that thrive in the evolving digital landscape.