CMO Strategies: How marketers are spending and measuring across social media in 2025 — from Meta to TikTok

This is the fifth installment in Digiday’s 2025 CMO Strategies series that analyzes key marketer strategies and challenges across leading marketing channels, such as retail media, display advertising, social media and ad-supported streaming.

Among all channels considered in Digiday’s 2025 CMO Strategies series, social media had the highest usage rate for the third year in a row, with 92% of the more than 190 marketer professionals who responded to our Digiday+ Research survey saying their company uses social media for marketing. That is down 5 percentage points from the percentage of respondents who said their company used social media for marketing last year and the year before — 97% respectively for 2024 and 2023.

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