Despite the controversies surrounding them in recent months, the world's most followed social media platforms continue to be seen by brands as a powerful tool for increasing campaign visibility, building community, and driving traffic to their websites. As a result, major advertisers worldwide allocate enormous sums of money each year to all kinds of campaigns on networks like Facebook, Instagram, WhatsApp, YouTube, and TikTok. This undeniable reality is reflected in the first edition of the report "The State of Social Paid Media 2025," published by The Social Media Family. In it, the agency breaks down the global distribution of advertising investment in social media, with striking conclusions such as that the aforementioned social networks collectively account for more than 91% of the global social advertising market, in a sector that reached $305.319 billion in 2025. Meta, the market leader In this context, Meta stands out as the dominant player in the global paid social media market. Collectively, the group's three social networks (Facebook, Instagram, and WhatsApp) have generated advertising revenue of $200.966 billion, representing approximately 65.8% of the global market. In other words, practically two out of every three dollars invested in paid social media worldwide go to Meta. But if we shift our focus slightly away from Mark Zuckerberg and his networks, Google also claims its position at the top of the sector thanks to its single social network, YouTube. The dominant force in online video captured $43.9 billion in advertising revenue in 2025 (14.4% of the analyzed social media market share). If total revenue, including subscriptions, is considered, the platform exceeded $60 billion. Finally, TikTok completes the top three with estimated advertising revenue of $33.1 billion in 2025, capturing 10.8% of the social media market and experiencing year-over-year growth of 40.5%. Secondary Players with a Significant Role In any case, social media doesn't end with these giants. The study also analyzes other secondary players who, despite having a smaller market share, capture a significant portion of paid social media investment thanks to their differentiated positioning and, sometimes, their focus on specific niches. This is the case with Elon Musk's Xbox, which reaches $2.9 billion in annual investment, barely 0.95% of the total. Other networks with less than a 1% market share include Spotify, Twitch, and Telegram, competing for specific verticals and formats. Slightly above them is LinkedIn, with an estimated $8.2 billion in advertising revenue, representing approximately 2.7% of the social media market. Next is Snap, which, despite not being widely used in Spain, has significant penetration in markets like North America and reached $5.931 billion in total revenue (+11% year-over-year). It represents 1.94% of the social media market. Finally, Pinterest, with $4.222 billion in revenue, and Reddit, with $2.1 billion and 74% year-over-year growth, also claim their share of the international paid social media market.