Key stat: 46% of worldwide marketing decision-makers say reaching their target audience is the biggest challenge when advertising on social media, according to a March survey from DoubleVerify and Sapio Research.

Beyond the chart:

• TikTok usage has grown to 37% of US adults, up from 21% in 2021, while Instagram now reaches 50%, up from 40% in the same period, according to Pew Research.
• The challenge extends beyond reach to proving results. 67% of marketers cite proving incremental ROI as a challenge that is worsening with current economic conditions, according to WARC.

Use this chart: Use this to justify investment in precision targeting tools and contextual verification. If nearly half of marketers struggle with reach, your social strategy needs more than broad awareness plays. Build the case for audience-first planning over platform-first buying.

Related EMARKETER reports

• Social Trends to Watch in 2026 (EMARKETER subscription required)
• US Social Ad CPMs Forecast 2025 (EMARKETER subscription required)