STN DIGITAL - 2026

social
best PRACTICEs

USE TODAY'S SOCIAL MEDIA
TO OUTSHINE THE COMPETITION

STN DIGITAL - 2026

USE TODAY'S SOCIAL MEDIA
TO OUTSHINE THE COMPETITION

social media                   BEST PRACTICE

THE EXPERTS

WE ARE

02B

Impressions

05M

New Followers

30K

40M

Engagements

Posts

In 2025, social media moved faster than ever, and the pace isn’t slowing down. As we head into 2026, the brands that stand out will be the ones who adapt, experiment, and lead the conversation.

STN Digital’s 2026 Social Best Practices guide is designed to help you do exactly that, offering insights from top sports and entertainment brands and giving you the playbook to stay relevant, innovative, and ready for what’s next.

HERE'S THE STORY

HERE'S THE STORY

In 2025, social media reached new heights, with over 5.41 billion active users worldwide shaping conversations, trends, and commerce. Platforms continued to blur the line between entertainment and shopping, as audiences craved authenticity and connection more than ever. Smarter algorithms and evolving AI tools helped brands reach the right people at the right moment, turning attention into real results.

As we move into 2026, adaptability remains the ultimate advantage. This guide breaks down platform-specific best practices and the strategies leading brands use to stay ahead. The social landscape never slows down, but with the right approach, you can stay one step ahead.

LET'S DIVE IN

LET'S DIVE IN

$14B

2025, TikTok’s U.S. ad revenue is expected to rake in $14.03 billion this year, increasing 22.3% to $17.17 billion next year, and a further 24.8% increase to $21.43 billion in 2027.

Source

1.6B

Over 1 billion people in the world, and around 70 million in the United States alone, engage in TikTok shop.

Source

1.6B

TikTok has become the fastest social platform ever to surpass 1 billion active users. As of early 2025, the platform boasts over 1.6 billion active users globally

Source

66%

Roughly two-thirds of TikTok’s audience (66%) falls within the 18–34 age range. 

Source

95MIN

On average users spend about 95 minutes per day on TikTok

Source

200+ million business profiles are active
on Instagram worldwide in 2025 Source

33MIN

Users spend over 33 minutes on Instagram.

Source

male>

49.4% of Instagram users worldwide are female, while 50.6% are male. 

Source

2.0B

Instagram is the third most popular social media platform worldwide, with 2 billion monthly active users and over 500 million daily active users.

Source

36%

of users “treat Instagram like a search engine”

Source

29%

 of Instagram users say they make purchases directly on Instagram in 2025

Source

2.7 billion monthly active users worldwide in 2025.

92%

92% of individuals use YouTube videos to get information and knowledge.

Source

720
hrs

 More than 720 hours of new videos are uploaded to YouTube every minute.

Source

46%

About 46% of internet users visit YouTube at least once a month.

Source

48min

Users globally spend on average 48 minutes and 42 seconds per day on YouTube.

Source

175M

people are estimated to watch Shorts by the end of 2025. 

Source 

2.11B

Facebook has about 2.11 billion daily active users, which is roughly 68.7% of its monthly active user base. 

Source

91%+

About 91% of businesses use Facebook.

Source

3.07b

monthly active users worldwide

Source

31%

The largest age group on Facebook is 25-34, accounting for 31.1% of users.

Source

34mins

 On average, global Facebook users spend around 34 minutes per day on the platform.

Source

37%

 Roughly 37.5% of X’s global users are in the 25-34 age group.

Source

60%

 of X’s users say they use the platform to stay updated on news and current affairs.

Source, Source

104m

sers in the U.S. (largest national user base) in 2025

Source

34min

 he total average time spent on X each day is 34 minutes. 

Source

588M

X has 586 million monthly active users worldwide in 2025

Source

1.15B

LinkedIn is the top professional platform, with over 1.15 billion members worldwide.

Source

44MIN

 In the U.S., LinkedIn Android app users spend on average 44 minutes per month.

Source

240m

The United States has approximately 240 million users on LinkedIn.

Source

40%

Around 40% of users engage with a company page weekly on LinkedIn.

Source

5.6x

 Pages that post at least once a week on LinkedIn see approximately 5.6× more follower growth than pages posting less frequently.

Source

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