Social media heavily shapes the way Australians discover brands and make purchasing decisions, according to We Are Social and Meltwater's Digital 2025 report.
With 20.9 million social media user identities, representing almost 78% of the population, Australians are more engaged on social than ever, using 6.5 different social media platforms each month and spending an average of 1 hour and 51 minutes per day on social media.
TikTok leads in time spent, with Australian Android users logging an average of 38 hours and 51 minutes per month, surpassing the global average of 34 hours and 56 minutes.
Australians also top the global charts for time spent on Snapchat’s Android app, averaging 16 hours and 26 minutes per month across 490 sessions.
Facebook remains the most widely used platform (78% of users), while Instagram (65%) and TikTok (48%) continue to gain influence.
Instagram takes the crown as Australia’s preferred social app (22%), followed by Facebook (20%) and TikTok (14%).
LinkedIn is seeing rapid growth, with its advertising audience reach increasing 13% year-on-year to 17 million users, representing over 80% of Australians aged 18+.
Australia now ranks among the top five countries globally for time spent on LinkedIn’s Android app, with 1 hour and 6 minutes per month across 42 sessions. The shift reflects how Australians are using the platform in a more personal way, blurring the lines between professional networking and social interaction, making it a key channel for marketers looking to engage professionals.
Social media’s role in brand discovery and research
Social media is now a key touchpoint in the path to purchase. More than 58% of Australians now turn to social media for brand and product research to inform their purchase decisions.
This underscores the platform’s growing impact on consumer decision-making, rivalling traditional search engines (62%) and far surpassing brand websites (37%).
Social media advertising in Australia continues its double-digit growth, with annual spend increasing 12% year-on-year to US$4.26 billion, now accounting for 29% of total digital ad spend.
Influencer marketing also keeps growing rapidly, with brands investing US$520 million in influencer-led campaigns, a 13% increase from last year.
Rising concerns around misinformation and data privacy
As digital engagement grows, so do concerns around online trust and safety.
Three in four Australians (75%) worry about distinguishing real or fake information online, while 43% are concerned about how companies handle their data. Australia now ranks among the top five countries globally for concerns over misinformation and data privacy.
We Are Social Australia CEO Suzie Shaw said in Australia, social media is where culture is shaped, opinions are formed, and brands are built.
"The challenge for marketers today isn’t just being seen, but being relevant," Shaw said.
"With more Australians using social media to discover, research, and engage with brands, success comes down to understanding culture and tapping into it in meaningful ways."
Meltwater VP ANZ Ross Candido said as Australian consumers turn to social media as a key brand research tool, brands must strategically align their media mix and tailor content to engage diverse audience groups across platforms.
"By harnessing real-time insights into consumer behaviour and engagement preferences, brands can optimise their marketing campaigns by delivering authentic, relevant content where it matters most," Candido said.
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