DIGITAL 2025 AUSTRALIA

Social media is now a major driver of brand discovery and purchase decisions in Australia, with platforms like TikTok, Instagram, and LinkedIn seeing rapid growth. Australians spend nearly 2 hours daily on social media, using an average of 6.5 platforms each month. TikTok leads in engagement, while Instagram is the most preferred app. LinkedIn’s advertising reach has grown 13% year-on-year, reflecting its expanding role beyond professional networking. Social media now rivals search engines for brand research, with 58% of Australians using it to inform purchase decisions.

Social ad spend in Australia has increased 12% to US$4.26 billion, and influencer marketing is booming with US$520 million invested, up 13%. However, concerns over misinformation and data privacy are also rising, with 75% of Australians worried about distinguishing real from fake information online.

In this evolving landscape, brands must focus on cultural relevance and authentic engagement to succeed.

Read the full report here: https://wearesocial.com/au/blog/2025/02/digital-2025-australia-social-media-rivals-search-for-brand-discovery/