“Essential Social Media Metrics Shaping Australia’s Digital Environment in 2025”

No matter if you’re managing a local enterprise or a global company, marketing via social media is essential for brands, big or small. Yet, grasping the social media terrain in Australia can be quite challenging, but this guide is here to simplify this daunting task significantly.

Dive into some crucial social media metrics in Australia to unearth the information you need to remain competitive, enhance ROI, and develop superior strategies.

Social media usage metrics in Australia

It is evident that digital culture is intertwined with the daily life of Australians. By 2025, it is anticipated that the count of active internet users will surpass 23.3 million, accounting for more than 91% of the overall population. This number is likely to expand over the next few years, with an estimated 27.7 million active internet users by 2029.

But what activities are people engaging in online? Key online activities consist of emailing, browsing the web, and online banking, followed by streaming and shopping. Here’s a brief overview:

• As of January 2024, there are around 20.8 million individuals using social media in Australia, which is roughly 76% of the populace.
• Aussies spend an average of six hours and 20 minutes weekly on social media.
• The typical Australian internet user possesses 7.2 social media accounts.
• By 2029, it is projected that the number of social media users in Australia will increase by 2.1 million, reaching 26.68 million.

Social media advertising metrics in Australia

Globally, businesses are utilizing social media platforms to connect with their audience. Australian businesses are no different.

• In 2023, social media advertising represented around US$3.8 billion (AU$6 billion*) in advertising expenses.
• In 2025, social media ad spending is forecasted to hit US$4.73 billion (AU$7.5 billion).
• Anticipated growth of 7.74% per year in Australian social media ad spending from 2025 to 2030 will mean the market’s value exceeds US$6 billion (AU$9.1 billion) by 2030.

Key Insights:

• Given the remarkable anticipated growth, Australian enterprises must assimilate social media advertising into their marketing plans to support long-term advancement.
• As the social media advertising market expands, it will likely become more crowded. Consequently, brands will have to emphasize captivating visuals, effective targeting, and data-informed tactics to preserve a competitive advantage.

Social media usage metrics by age in Australia

Individuals from all age ranges utilize social media in Australia. Their patterns on these platforms, such as the amount of time spent and the networks chosen, vary. According to a 2024 report, here’s the time each generation allocates to social media:

• Gen Z: 10 hours and five minutes.
• Millennials: seven hours and 45 minutes.
• Gen X: six hours and five minutes.
• Boomers: four hours and 30 minutes.
• Matures: two hours and 40 minutes.

In 2024, Facebook, YouTube, and Instagram were the preferred platforms among Australians, while Gen Z lean towards Instagram, YouTube, and TikTok.

Post-2025, social media engagement by age is likely to change. In November 2024, Australia announced a ban on social media for individuals under 16, affecting platforms like TikTok, Facebook, Instagram, and X, while YouTube remains untouched. This legislation will take effect at the end of 2025.

Key Insights:

• Since network preferences differ by generation, brands need to create platform-specific strategies to effectively engage various age groups and ensure their messaging resonates.
• In light of the upcoming social media prohibition for users under 16, brands focusing on younger audiences should investigate and possibly invest more in YouTube and alternative platforms.

Facebook metrics for Australia

With over three billion monthly active users globally, Facebook stands as the preeminent social media platform worldwide (and in Australia).

• In 2024, Facebook was the frontrunner in social media within Australia, housing over 21 million users.
• Nearly one in four Australian Android users average 20 hours and 15 minutes on Facebook each month.
• As of October 2024, individuals aged 25 to 34 represent the largest portion of active Facebook users in Australia, accounting for 12.8% of the total user base.
• The number of active Facebook users in Australia is anticipated to decrease by 1.47 million users between 2024 and 2028.

Key Insights:

• With Facebook usage stabilizing among older demographics, brands should modify their content approaches to accommodate Gen X and Boomers, focusing on video and trust-building content.
• Facebook’s ad reach in Australia remains high. Brands should emphasize retargeting and lead generation efforts to maximize existing audience behavior.
• Despite a gradual drop in younger users, Facebook continues to be a primary platform for community interaction and discovering local businesses. Marketers should concentrate on group and local ad targeting.

Instagram metrics for Australia

Instagram enjoys significant popularity in Australia, loved for its visual aspects.

• Three out of five Australian internet users (roughly 14 million) are active on Instagram. On average, this segment spends 11 hours and 46 minutes on the platform monthly.
• In 2024, women aged 25–34 comprised 24% of Australian Instagram users, while men made up 21%.
• Instagram ads can potentially reach more than 52% of Australia’s total population.
• User numbers are predicted to gradually decrease, hitting a low of 9.27 million users by 2028.

With over 1 million followers, Qantas stands as one of the most prominent Australian brands on Instagram. Their feed often features stunning imagery of destinations along their international travel routes.

Key Insights:

• With 60% of Australian internet users engaging with Instagram, it offers a noteworthy audience for businesses to target, especially through advertisements (reaching over 52% of the population).
• Marketers should primarily focus on the 25–34 age demographic. This group, particularly women, tends to utilize Instagram for discovery, making it an ideal platform for awareness and influencer marketing tactics.
• As in-app shopping adoption is slowing, brands should pivot from direct sales to community-focused engagement and influencer collaborations.
• While Instagram remains robust, the expected user decline by 2028 indicates that brands must expand their social media strategies to remain relevant.

LinkedIn metrics for Australia

Initially set up as a job-seeking platform, LinkedIn has evolved into much more. It serves as a space for skill-building, thoughtful discussions, and industry updates.

• By 2024, approximately 13 million LinkedIn users are estimated in Australia. Over the next five years, this number is projected to increase by 500,000, reaching nearly 13.9 million users in 2028.
• About 54% of Australian LinkedIn users are male.
• In 2024, LinkedIn boasted the 15th highest advertising audience reach globally, featuring a reach of 71.7%.
• LinkedIn users spent less time on the platform compared to other social media sites from July to September 2023. During this timeframe, Android users averaged one hour and six minutes on the app monthly.

Key Insights:

• The rise in LinkedIn users in Australia presents opportunities for thought leadership and B2B marketing. Brands should focus on employee advocacy and long-form content.
• With higher organic interaction than other platforms, LinkedIn remains an economical channel for B2B brands to establish credibility and industry authority.
• LinkedIn’s algorithm favors personal storytelling and expert-led content. Therefore, executives should develop their personal brands to extend their reach beyond company profiles.
• Since 54% of Australian LinkedIn users are males, brands aiming at this demographic—particularly in fields like finance, technology, and engineering—should tailor their messaging accordingly.

Pinterest metrics for Australia

Pinterest has revolutionized how users search, shop, and save by creating a completely visual experience, allowing individuals to explore and arrange images and videos into personalized boards.

• By April 2024, there are 5.1 million Pinterest users in Australia.
• Globally, women comprise about two-thirds of Pinterest’s user base.
• At 42%, Gen Z constitutes Pinterest’s fastest-growing segment in Australia.
• Pinterest reaches 41% of Australians aged 14–24; 37% of those aged 25–39; and 35% of those aged 40–54.
• Safety and security are top priorities for 44% of Australian Pinterest users.

According to ANZ’s managing director, Melinda Petrunoff, Pinterest assists retailers in reaching younger audiences. One such retailer is David Jones.

Despite being one of Australia’s longstanding brands, David Jones has adeptly kept pace with social media trends. Its Pinterest feed, a curated blend of stylish fashion, home, food, and beauty items, garners an average of two million views monthly. In 2024, it emerged as one of the finest brands on Pinterest after partnering with the platform for an exclusive gift-shopping guide.

“More than 50% of our users report that they come to the platform to shop,” stated Petrunoff. “This initiative with David Jones exemplifies how a brand can effectively engage our highly involved audience at the opportune moment with relevant content.”

Key Insights:

• Brands ought to customize content to attract women, who make up about two-thirds of Pinterest’s global user base, as well as Gen Z.
• With substantial involvement from Australians aged 14–54, brands have the opportunity to address diverse audiences across age groups.
• Considering safety and security are crucial for users, brands need to ensure their content meets user expectations for a safe and trustworthy setting.

Threads metrics for Australia

Threads allows users to share brief text-based posts along with photo and video content. Similar to X, Threads encourages real-time interactions and sharing of thoughts.

• In the day following its launch in July 2023, around 30 million people globally, including notable Australian figures such as Prime Minister Anthony Albanese, registered for Threads.
• By 14 July 2023, it was reported that global users were spending an average of six minutes daily on Threads, down from an average of 21 minutes per day as of 7 July 2023.
• An estimated 1.6 million Australians used Threads during its initial month, although a subsequent survey indicated only 5% of Australians were actively engaged with the app by September 2023.
• Threads has preserved a considerable user base worldwide, estimated to have 275 million monthly active users by Q4 2024.

Key Insights:

• Though usage of Threads by Australians has considerably waned since its launch, the app still has wide global usage. Thus, Threads could be suitable for Australian brands aiming to reach international markets.
• Given that users typically dedicate only a few minutes per day to the app, marketers must craft their posts to be engaging in a brief format. Effective strategies include using strong hooks, showcasing striking visuals, and keeping text concise.

TikTok metrics for Australia

After achieving global fame during the COVID-19 pandemic, TikTok has affirmed its permanence, boasting over two billion users worldwide. In Australia, both individuals and businesses on TikTok are harnessing the platform’s influence.

• As of June 2023, 8.5 million Australians and 350,000 Australian enterprises are active on TikTok.
• By February 2025, 38% of the Australian populace aged 18 and over will be TikTok users.
• Approximately 53% of TikTok users in Australia are women.
• 34% of Gen Z report utilizing TikTok as a news source.
• In 2024, TikTok reported the longest average usage time among any social media platform. Australian Android users spent an average of 42 hours and 13 minutes each month on the app.

With its youthful and predominantly female audience, Australian brands such as Princess Polly are thriving on TikTok. Through giveaways and user-generated content, the label showcases its trendy clothing. These marketing efforts have earned Princess Polly a nomination for TikTok Advertiser of the Year in 2025.

Key Insights:

• With TikTok’s rise, genuine, low-budget content is surpassing polished advertising. Brands should align with suitable trends instead of overproducing their material.
• With 8.5 million Australian users, TikTok is transcending the label of “just for Gen Z.” There is a growing multi-generational engagement, making it a viable medium for wider campaigns.
• Brands ought to utilize TikTok’s search behavior, considering users increasingly view it as a search engine. Therefore, optimizing captions and hashtags while incorporating TikTok SEO is essential.

Reddit metrics for Australia

Reddit is among the most widespread forum-based social networks globally. The platform promotes online discussions, allowing users to inquire and share their thoughts within communities called subreddits.

• In January 2024, Reddit experienced visits from about 1.22 billion users globally.
• Australia accounts for 3.5% of Reddit’s worldwide traffic, translating to around 192 million visits to the site in 2024.
• Many Reddit users are not present on other social media sites; 45% of global Reddit users don’t have Instagram accounts, 69% are not on LinkedIn, and 58% do not use TikTok.
• A 2024 survey showed that 16% of Australian Reddit users often utilize the site.
• Reddit is more favored by male social media users than female.
• Moreover, Reddit finds more popularity among Gen Z compared to other social media networks.

Key Insights:

• Brands should leverage Reddit to foster trust with their audience through direct engagement. Effective practices include responding to inquiries, providing advice, and addressing concerns or grievances.
• Given that a significant portion of global and Australian Reddit users are male, brands might consider customizing their messaging to resonate with this demographic.
• Brands can also utilize Reddit Ads to enhance brand visibility and tap into the platform’s niche audience, many of whom may not be reachable on alternative networks.

X (formerly Twitter) metrics for Australia

Since its establishment, X/Twitter has established itself as a significant player in social media. Recognized as a hub for rapid updates, candid opinions, and immediate discussions, with the appropriate tools, X is an excellent platform for businesses to manage their brand image and connect with consumers.

• By 2025, the count of X users in Australia is expected to reach 4.03 million.
• Future estimates suggest that users will rise slightly, reaching 4.08 million by 2028.
• X is favored more by Australian men compared to women.
• Among social media platforms, X is more popular with Millennials.

In 2025, EB Games Australia is among the many brands harnessing the capabilities of X, utilizing it to inform its 150,000 followers about new releases, promotions, and exclusive offers.

Key Insights:

• X excels in delivering real-time updates and fostering conversations, making it suitable for customer support, crisis management, and direct engagement. Brands can employ social listening tools to track mentions, resolve issues, and engage with burgeoning discussions.
• Owing to X’s rapid nature, negative feedback can spread swiftly. Brands should implement a proactive monitoring approach to address reactions before they escalate. A well-managed X presence can enhance credibility and trust by demonstrating responsiveness and openness.
• With over 4 million users in Australia and rising, X serves as a valuable channel for targeted campaigns, particularly for sectors that thrive on news, sports, finance, and technology dialogues. While its audience may not be the largest, significant engagement from particular demographics (like men in Australia) renders it a potent platform for brands targeting male consumers.
• To assert themselves as thought leaders, brands should disseminate industry knowledge and participate in relevant discussions. A well-articulated X strategy can allow B2B and other brands to establish authority in their domain. Collaborating with influential figures on X (such as journalists, analysts, and industry experts) can also enhance credibility and exposure in niche sectors.

YouTube metrics for Australia

Though often regarded merely as a streaming service, YouTube is gaining recognition as a social media network in Australia. It enables users to share videos, like content, comment, and engage with online communities.

• By 2029, YouTube is expected to reach a peak of 15.8 million Australian users (a 2.4% rise from 2024).
• In 2025, YouTube is predicted to surpass Facebook in its total user count in Australia.
• In 2024, watching videos (including on YouTube) ranked as the most popular form of digital home entertainment among Australians.
• On average, Australians spent over 22 hours per week viewing videos at home in 2024, which includes YouTube videos, subscription video on demand (SVOD), and free-to-air television.

Numerous Australian brands, like Telstra, have integrated YouTube into their content strategies. The channel features everything from concise ads to practical smartphone tutorials.

Key Insights:

• As YouTube is set to eclipse Facebook, brands should prioritize it in their online strategies. They should leverage it to enhance brand interaction through likes, comments, and community connections.
• Watching YouTube videos stands as the leading digital entertainment activity for Australians, rendering YouTube an ideal platform for ads and brand narratives.

Influencer marketing metrics for Australia

No discussion of social media statistics in Australia is complete without mentioning influencer marketing. Having more than tripled globally since 2020, influencer marketing has proven to be a formidable force in marketing.

• Australia’s influencer marketing regulations mandate that influencers clearly indicate when content is sponsored to prevent misleading consumers. Clear disclosure practices may involve stating it’s an advertisement in the caption or hashtags, or utilizing native branding tools.
• A 2023 review by the Australian Consumer & Competition Commission (ACCC) found that 81% of influencers were potentially misrepresenting advertisements. Brands must therefore screen influencers and create explicit expectations to prevent misinformation.
• Micro-influencers (10K–100K followers) are gaining traction in Australia. While their audiences are smaller, they are highly engaged, reflecting a more genuine and relatable connection with their followers.
• Projected ad spending on influencer marketing in Australia will reach US$589.1 million (AU$943.8 million) in 2025.
• Influencer marketing expenditures are forecasted to climb to a market volume of US$874.5 million (AU$1.3 billion) by 2029.
• A 2023 survey indicated that 43% of Australian businesses reported annual influencer marketing spending of less than $10,000. However, 67% of companies planned to increase their influencer marketing budgets within the next year.

Key Insights:

• Investment in influencer marketing is imperative. As ad spending grows, influencer marketing is a validated strategy for enhancing brand exposure and consumer trust in Australia.
• As influencer marketing continues to expand, firms that cultivate robust partnerships now will reap greater reach and ROI in the future.
• Transparency regarding influencer partnerships is vital not only to comply with Australian Consumer Law but also to communicate authenticity and gain consumer trust.

Social media consumer behavior in Australia

In the era of e-commerce, it is unsurprising that social commerce has surged in popularity. Below is a brief summary of Australia’s social commerce sector.

• As of 2024, 57% of Australians have made purchases on at least one social media platform.
• In 2023, Facebook emerged as the leading social commerce platform in Australia, with 58% of respondents
• In 2023, 40% of social media shoppers in Australia utilized Instagram for purchases.
• Australia’s social commerce revenue is projected to surpass US$5 billion (AU$8 billion) in value by 2029.

Key Insights:

• Though social commerce is on the rise, consumer apprehension regarding in-app purchases persists. Common concerns include security threats, fraudulent reviews, scams, and dishonest influencer endorsements.
• Skeptical users may prefer using social media to discover products before heading to the brand’s website for checkout.
• Brands should concentrate on fostering trust through reviews, UGC, and seamless purchasing experiences.

Utilize social media metrics to steer your strategy

With this information at your disposal, the next step is to activate it. By factoring in these insights, you’ll formulate a social media marketing strategy that operates more efficiently.

Perhaps this will prompt you to increase your investment in influencer marketing. Maybe it will encourage you to consider social media platforms previously overlooked for your business. There could be cases where you grow so significantly that you start to explore international markets. If you do, be sure to refer to our global social media metrics for insights on capturing an international audience.

*All AUD currency conversions are approximate, based on the exchange rates at the time of publication and are subject to fluctuations.

 

 

This post Social media metrics influencing Australia’s digital realm in 2025 first appeared on Sprout Social.