From AI assistants and labs to its significant audience across platforms, in 2025, Meta is dialled in on its growth strategy.
In this guide, we’ll break these 2025 Meta statistics down, number by number, and detail by detail — find out:
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A 22% surge means the Meta ad machine isn’t just back, but it’s taking center stage. Especially considering that Meta’s average price per ad also increased year-over-year (9%). So in 2025, Meta ads are showing no signs of slowing down.
Source: Meta (via PR Newswire)
Meta is continuing to grow across its income metrics, with net income growing 36% year-over-year, reaching $18.34 billion in the second quarter of 2025.
Source: CNBC
A key area of focus for Meta is the launch of Meta Super Intelligence Labs, which is developing self-improvement algorithms that let AI analyze and change its own decision-making processes (without requiring as much input from humans).
At the same time, Meta is recruiting top talent and researchers from Scale AI, OpenAI, and Google, making it clear that Meta doesn’t just want to chase ChatGPT, but it wants to surpass it.
Source: TechCrunch and Wired
Starting with the Prometheus facility in Ohio, which is expected to be operational by early 2026. Meta’s building infrastructure that will influence computation costs and the conversations around what’s possible with AI. If you think of AI like the new oil — rather than paying companies to drill, Meta’s buying the refineries.
Source: BBC
Meta AI’s integration into its key platforms like Facebook, Instagram, and WhatsApp means it didn’t need to convince people much to “try AI”. Instead, it started weaving it into everything they were already doing, from chatting to scrolling to posting. Once that was done, it was just a matter of rinsing and repeating their way to complete integration.
Meta AI is now available in over 200 countries and territories.
In June 2025, The Guardian reported that Meta is aiming to shake up advertising by the end of 2026 with AI functionalities that will support marketers and advertisers with the complete creation and targeting of campaigns. This could have significant impacts on how ads are traditionally created, targeted and delivered to audiences.
Source: The Guardian
In April 2025, Meta launched a standalone Meta AI app powered by Llama 4, which includes text and image generation and is integrated across Meta’s platforms (WhatsApp, Instagram, Facebook, and Messenger) and devices like Ray-Ban Meta glasses.
Source: Meta
If you’re ignoring Facebook as part of your ad strategy because it feels “old and outdated”, you’re missing out on a substantial, precision-tailored audience data set.
Source: Datareportal
Billions of people are logging in every day to Facebook. That 5.5% growth shows that users aren’t leaving Facebook; it still hosts a massive audience that checks it daily. For marketers, this reinforces that Facebook is still a key social platform for connecting with audiences.
Source: Backlinko
Considering that nearly one-third of the whole planet can see a Facebook ad, Facebook is a key platform that captures human attention on a significant scale.
Source: Datareportal
Facebook's growth is an impressive accomplishment. Facebook keeps acquiring more and more users (who can be reached with advertising) while still re-engaging its existing audience.
Source: Datareportal
That’s $29 billion more in advertising spend, meaning Meta’s ad engine keeps generating business growth through ad revenue as other platforms come and go.
Source: Statista
Even with competitors like TikTok and Snapchat, Instagram is showing no signs of slowing down. With just under 2 billion users reachable by ads, it’s both a discovery engine and the place where decisions turn into conversions.
Source: Datareportal
Steady, sustainable growth like what Instagram’s advertising reach shows is the very same kind of growth that shows true staying power, with AI-backed recommendations and creator-first monetization options. This two-pronged marketing plan keeps the content loop fresh and exciting.
Source: Datareportal
Half an hour of pure scroll fuel every day. Attention that lasts is every marketer’s dream come true. It just goes to show how much Instagram has become an integral part of the average person’s routine, while also showing that visual storytelling is still strong.
Source: Backlinko
Stories are the beating heart of Instagram: snack-sized content that’s candid and constant. If you’re only posting to the grid, you’re missing out on a huge opportunity to reach the 500 million users watching stories every day (data via Statista, last updated 2019).
Source: Statista
Threads was originally Meta’s answer to Twitter. At first, it was a curiosity at best, but it has quickly become a serious contender in just two years since it was initially launched.
Source: TechCrunch
Engagement doubled and then some. Threads has followed in Instagram’s footsteps in terms of a clean user interface, along with Instagram integration as a bonus.
Source: Tech Crunch
Just a few months after Threads reported 115.1 million users, daily usage jumped again. In September 2025, Threads reached 130.2 million daily users (surpassing the Sept 2025 daily active user count for X 130.1 million). Many were saying it wouldn’t, but the metrics show that Threads is gaining and taking the lead in attracting, retaining and engaging users for this style of social platform.
Source: Forbes
WhatsApp presents a unique marketing channel with a significant audience. Billions of people already use it, and Meta is quietly turning it into an online storefront.
WhatsApp supports business catalogs, message templates, and even enterprise-level APIs. Now, Meta is also subtly layering in AI tools, commerce features (like digital storefronts), turning it into a one-stop shop for messaging, shopping, services and discovery.
Those brands that treat Facebook as the testing ground and opportunity to expand their audience are seeing better engagement at lower costs — a business win-win.
Source: Search Engine Land
Costs-per-click average to $1.92 across all industries for Facebook ads (if the objective is lead generation). So, what’s the most expensive lead generation CPC on Facebook? Dentistry at $9.78. The least expensive CPC then is for the restaurant industry at a CPC of $0.74)
Source: Search Engine Land
23. The average cost per click (CPC) for traffic generation Facebook ads is $0.70
For traffic-generating campaigns, the average CPC for a Facebook ad is lower at $0.70. The most expensive traffic generation CPC on Facebook is Finance at $1.22. The least expensive CPC then is for shopping at a CPC of $0.34)
Source: Search Engine Land
Users are sharing 3.5 billion Reels per day across Facebook and Instagram. Short-form, snackable video is the main event.
Half of the total user watch time on Instagram goes to Reels, which means that if you’re not taking advantage of Reels (and by extension, Stories), you’re missing out. And considering that 3.5 billion Reels per day are being shared, that’s industrial-level virality; every share extends that reach.
Source: Meta
Marketers are playing the long game: building the audience first, growing traffic, and driving conversions over time.
Source: Statista
Carousels outperform single images (0.45% engagement rate) because they slow the scroll. Having a story in a micro format keeps users swiping and you can bet the algorithm is paying attention. This “story in slices” delivers some of the highest engagement rates compared to images alone. The takeaway: break up your story into bite-sized pieces.
Source: Socialinsider.io
Today Meta is investing in infrastructure. Then, from AI adoption to turning WhatsApp into a storefront and Threads into an alternative to X, Meta has moved well beyond its humble social networking roots.
These days, it’s creating an economy where attention is the currency, and its own operating system is the engine that drives it.
Looking forward for marketers, this means staying ahead of the latest ad and campaign developments (like Meta’s upcoming AI campaign features), building for conversation, and treating every Meta property as more than just a feed.
Meta has already built what’s next for social, and we’re all advertising inside of it.
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