In the fast-paced world of digital marketing, measuring Social Media ROI can often feel like a double-edged sword. As marketers strive to connect their efforts to tangible business impact, there’s frequently a gap between traditional metrics—like reach, click-through rates, and impressions—and actual revenue. It’s crucial for social teams to not only gather these metrics but also articulate their true value to the bottom line.
This is where having the right tools and benchmarks becomes essential. With inconsistent definitions across various attribution models, drawing comparisons can be a daunting task. Yet, those seemingly abstract metrics can tell a powerful story when framed correctly. They are a vital piece of the puzzle in proving social media’s contribution to key business goals, especially revenue.
15 Eye-Opening Social Media ROI Statistics and Trends for 2025
The landscape for social media ROI is set to change dramatically by 2025, with the expectations of marketing leaders leading the charge. The 2025 Sprout Social Index™ provides these startling insights:
- 65% of leaders want direct connections between social media campaigns and business objectives.
- 52% seek quantifiable cost savings across social channels.
- 45% are looking for better data visualizations.
Interestingly, despite 97% of leaders believing they can communicate the value of social media, only 30% of marketers feel confident in their ability to measure ROI effectively. This disparity highlights the challenges ahead.
One of the most powerful pieces of data comes from the Index, revealing that a staggering 81% of consumers are influenced by social media to make unplanned purchases multiple times a year. The rise of in-app shopping—currently at 13%, with a jump to 50% among Gen Z consumers—illustrates how tracking revenue sources is becoming more streamlined.
ROI Benchmarks by Platform
Social media ROI benchmarks can serve as great conversation starters, but remember: what works for one brand may not translate to another. Facebook often takes center stage in conversations about ROI, but industry averages should only be used as a baseline. Here are some insightful statistics to ponder as we approach 2025:
1. Facebook—The Consumer’s First Choice
When it comes to making purchases on social media, 39% of consumers turn to Facebook first, with TikTok (36%) and Instagram (29%) trailing closely. Keep in mind that the trend varies significantly among Gen Z, who predominantly favor TikTok for their shopping needs.
2. B2B Marketers Favor Facebook
A recent Statista survey shows that 22% of B2B marketers consider Facebook to offer the highest ROI, with TikTok, Instagram, and YouTube each at 16%.
3. Facebook Leads in Marketer Perception
According to a global survey from October 2024, Facebook was identified by 28% of respondents as the platform yielding the highest ROI. Instagram followed at 22%, while YouTube garnered 12%.
4. Trust in LinkedIn’s ROI
Marketers show a high level of confidence in LinkedIn, with 70% believing it delivers positive ROI. Instagram follows closely at 68%, while WhatsApp comes in at 66%. Interestingly, 70% of marketers lack trust in X (formerly Twitter) to generate positive ROI. 
Key Social Media Advertising Metrics by Platform
When evaluating the landscape of social media, remember that execution often trumps platform selection. While networks compete for the highest ROI spotlight, it’s the way campaigns are executed that truly determines success. This includes utilizing visible logos, ensuring high-quality creative, and adopting a full-funnel marketing strategy.
5. Facebook Ranks Highest in Ad ROI
A December 2022 survey of US ad buyers found that 7% believe Facebook offers the highest social media ad ROI—surpassing even YouTube at 6%.
While the overall social ROI is 15%, the data emphasizes the importance of integrating social media into a broader marketing strategy, rather than relying solely on organic search efforts. A multi-platform approach maximizes unique advantages.
6. TikTok’s Surprising Effectiveness
While TikTok wasn’t included in the aforementioned eMarketer survey, their research with Dentsu reveals its potential for high ROI, boasting an excellent 11.8% short-term ROI. Furthermore, their internal research found that 75% of advertisers reported achieving their highest ROI on TikTok.
7. YouTube: A Full-Funnel Necessity
Don’t underestimate the power of YouTube. Google’s internal data indicates that implementing a full-funnel strategy can lead to a 9% increase in conversions. Diversifying your approach allows for stronger audience connections.
8. Awareness Formats as Conversion Catalysts
A recent Google study emphasizes the impact of early upper-funnel content on conversion rates, showing it drives 28% of conversion assists.
9. Brand-Focused LinkedIn Campaigns Show Impact
Research from Les Binet and Peter Field for LinkedIn’s B2B Institute demonstrates that campaigns prioritizing brand metrics yield four times the business impact as those that don’t.
10. A Creative Edge on YouTube ROI
As per Think with Google research, creative elements contribute to nearly 50% of your YouTube ad ROI. Following YouTube’s ABCD guidelines for advertising can lift sales by 30%.
11. The Power of Visible Logos
Research from Meta indicates that incorporating visible logos within the first two seconds of a Facebook ad can lead to a remarkable 5x ROI. Mobile-friendly formats also significantly outperformed non-optimized assets.
Trends Shaping ROI in 2025
Emerging trends indicate that social media can drive marketing ROI when executing a combined strategy of product education, customer support, and community engagement. The key to success lies in integrating these elements seamlessly across channels.
12. Social Networks Generate 17.11% of Online Sales
According to Statista, social networks were responsible for 17.11% of total online sales in 2025, with the market for social commerce expected to surpass $1 trillion by 2028.
13. Influencers Drive Purchases
Sprout Social’s 2024 Influencer Marketing Report shows that 49% of consumers are swayed by influencer recommendations on a monthly basis, underscoring social media’s impact on purchasing decisions.
14. Short-Form Videos Reign Supreme
A December 2024 Statista survey reveals that 71% of video marketers find short-form videos to be the most effective for ROI, far outperforming long-form or live videos.
15. The Power of User-Generated Content
According to a study by TurnTo, 90% of shoppers’ purchasing decisions are influenced by user-generated content (UGC). This highlights the effectiveness of UGC over traditional marketing efforts.
Using Sprout Social to Maximize Your Social Media Marketing ROI
To effectively measure social media marketing value, you must rely on data-driven insights and stellar storytelling. Sprout Social provides the tools necessary for marketers to maximize their efforts:
- Track performance effortlessly with a unified dashboard that differentiates between paid and organic marketing efforts.
- Connect social media activities directly to business outcomes using engagement trends and performance metrics.
- Create compelling ROI narratives through detailed reports that reduce manual labor and educate leadership.
- Identify top-performing content types to allocate resources efficiently.
- Evaluate campaign effectiveness across various networks using standardized metrics.
With Sprout, you can transform the way you track and report social ROI, empowering your team to focus less on number-crunching and more on driving results. Try Sprout for free today and discover the comprehensive analytics toolkit available to elevate your marketing efforts.
Social Media Marketing ROI FAQs
What is a good ROI for social media marketing?
While no universal benchmark exists for social ROI, a typical expectation for paid campaigns is a 5:1 return. Organic success is usually measured through increased leads, conversions, or improved customer retention over time rather than immediate revenue.
Does social media deliver immediate returns?
While paid campaigns can produce quick results, organic efforts generally yield value gradually by fostering trust and engagement with the audience, particularly in B2B marketing.
Is proving social media ROI difficult?
Improved analytics tools, like Sprout Social, have significantly simplified the process of tracking conversions and connecting engagement rates to business metrics. However, crafting a compelling narrative around social media’s alignment with business goals remains the real challenge.
