If you want more brand exposure, you can create a profile on social media and share content about your products. If you’re looking to create and maintain a relationship with your customers, you can try interacting with them on social media or through other channels.
There are many benefits to using social media for your business. The most obvious one is that it makes your brand more accessible to potential customers. It also helps you to build a more personable relationship with your audience. If you want to generate more leads, then you should focus on using social media more effectively.
The most important facts and figures in this complex landscape are not only helpful, they’re almost essential.
The following is a list of social media marketing statistics that are constantly changing and that every social media marketer needs to be aware of.
1. General social media marketing statistics
- When asked how important social media is to their overall marketing strategy, brands gave the following responses (Buffer):
- 58% said “very important.”
- 30.5 said “somewhat important.”
- 7.8% said they were “uncertain.”
- 2.4 said “unimportant.”
- 0.5% said that it was “very unimportant.”
- The eight most popular platforms for social media marketing are as follows. The percentage reported is the number of respondents who include the platform in their marketing campaigns (Statista).
- Facebook: 94%
- Instagram: 76%
- LinkedIn: 59%
- Twitter: 53%
- YouTube: 53%
- Pinterest: 25%
- Snapchat: 5%
- TikTok: 5%
- Brands are reporting very positive outcomes with social media “stories.” In a survey conducted by Buffer, companies reported the following levels of effectiveness for this marketing technique (Buffer):
- 35% found story marketing “somewhat effective.”
- 34.6% of respondents were “uncertain” about the effectiveness of story marketing.
- 22.6% felt that story marketing was “very effective.”
- 5.8% said that story marketing was “somewhat ineffective.”
- 1.9% reported that their story marketing efforts were very ineffective.
- 71% of brands don’t market themselves on social networks that have been built around instant messaging. These include apps like WhatsApp, Facebook Messenger, and Telegram (Buffer).
- Facebook is the most popular social network for branded video content. When asked which platforms they post video content to, brands gave the following responses (Buffer):
- 81.2% said Facebook.
- 62.9 said YouTube.
- 57.8 said Instagram.
- 45.6 said Twitter.
- 32.6 said LinkedIn.
- The average CPC rate for advertising on six of the most popular social networks are as follows (WebFX):
- Twitter: $0.38 per click
- Facebook: $0.97 per click
- Pinterest: $1.50 per click
- YouTube: $3.21 per click
- Instagram: $3.56 per click
- LinkedIn: $5.26 per click
- When asked how effective social media has been for their digital business, brands responded with the following answers (Buffer):
- 43.4% said that it’s been “somewhat effective.”
- 29.6% said that it’s been “very effective.”
- 19.1% were still “uncertain” about its effectiveness.
- 5.6% said that it’s been “somewhat ineffective.”
- 2.3% said that it’s been “very ineffective.”
There were 3.5 billion active social media users globally in 2019.
Approximately half the world’s population uses social media. In 2019, the world’s population was 7.676 billion, and 3.5 billion of them were active social media users.
With 99%, the United Arab Emirates had the largest social media prevalence in 2019.
The social media usage statistics by country show that the UAE has the largest proportion of adults using social media. The global average is only 45%.
3.3 billion people around the world actively use social media on mobile devices.
Social media usage statistics point to the fact that mobile devices are becoming increasingly prevalent. In the past, people would sit down in front of their PCs to surf the web, but now people are using their phones or tablets to do this more and more often.
The number of active social media users grew by 9% between January 2018 and January 2019.
Social media use is growing every year. In the past year, 288 million new users joined one of the many social networks.
Internet users are now spending, on average, 142 minutes per day on social networking and messaging platforms.
According to social media stats recently published by Digital Information World, people spend an average of over two hours on social media per day. Marketers can use this time to reach their target audience on these platforms.
There are 230 million active social media users in the US.
The number of social media users in the US is pretty high considering the whole country’s population is only 328 million people. 230 million of those people are active social media users and 220 million of them access social media networks via smartphone.
Every day more than 2.1 billion people check at least one of the following accounts: Facebook, Instagram, WhatsApp, or Messenger.
2.1 billion people use Facebook’s social media platforms every day. These platforms include Facebook, Instagram, WhatsApp, and Messenger.
The average American has 7.1 social media accounts.
These are the most popular social media platforms according to their number of users. The average American has an account on at least seven of them.
11 new people start using social media every second.
The number of people on social media grows by 11 each second, which means that the potential social media reach for marketers trying to communicate with an audience also grows by 11 users each second.
44% of internet users have an ad-blocker.
More than 40% of internet users turn on their ad-blocker while on social networks. This means that traditional advertising is less effective on social platforms than it is on other websites.
2. Social media and online commerce
- 67% of online shoppers have bought a product after seeing it advertised on social media.
- Facebook has more influence on consumer behavior than seven other platforms combined. When asked which social network is most likely to influence their online shopping decisions, 52% of surveyed consumers said they would buy something from a brand they follow on Facebook. The remaining 48% of respondents said they were most likely to be influenced by a combination of Instagram, YouTube, Pinterest, Twitter, LinkedIn, Snapchat, and Reddit (LovelyMobile).
- 54% of people browsing social media are doing so because they want information on potential products to buy.
- The average order value made by a customer originating from a social media source is $74.47 (Statista). This comes in far behind other sources of sales, which include:
- Email marketing: $103.00
- Direct navigation: $101.72
- Search engine: $96.01
3. Social media and influencer marketing
- 49% of social media users say that they “depend on” influencer opinions to help them make purchasing decisions.
- When asked what the most important channels for influencer marketing are, digital marketing professionals responded as follows (MediaKix):
- 89% said Instagram.
- 70% said YouTube.
- 45% said Facebook.
- 44% said blogs (non-social media channels).
- 33% said Twitter.
- 17% said LinkedIn.
- 15% said Pinterest.
- 37.2% of brands surveyed by Buffer said that they are investing in social media influencer marketing.
- When asked how effective they found their social media influencer marketing campaigns, respondents to a Buffer survey said the following (Buffer):
- 45.2% described it as “somewhat effective.”
- 23% said they were still “uncertain” about their influencer marketing campaigns’ effectiveness.
- 23% described their influencer marketing as “very effective.”
- 7.3% said their influencer marketing efforts were “somewhat ineffective.”
- 1.6% described their influencer marketing campaigns as “very ineffective.”
4. Social media and brand engagement
- 96% of people that talk about a brand on social media do not follow that brand’s social media profile. This is a relatively clear indicator that conversations involving them are often not actively monitored by brands.
- 75% of Twitter users have used the platform to get in touch with a company. 59% of Facebook users have done the same, while Instagram brand engagement comes in at 34% (Khoros).
- At 1.22%, Instagram boasts by far the highest average engagement rate of all the social networks that are popular amongst digital marketers. Facebook pages have an average engagement rate of 0.08% and Twitter sits with a figure of 0.045% (SocialMediaCollege).
- These are the most common ways that people on social media engage with brands in one month (GWI):
- 37% of people visited a brand’s social media profile page.
- 36% of people started following a brand on a social media platform.
- 26% of people shared content from a website using the web page’s “share on social media” button.
- 24% of people engaged with a sponsored or promoted post.
- 19% of people asked a question to a brand via their social media presence.
- 16% of people shared a brand’s social media post.
- 15% of people uploaded a video or an image to a brand’s social media page.
5. Social media and customer support
- Social support is a form of social proof and can be seen as a marketing activity. 71% of people who have had a good customer support experience via a brand’s social media presence are likely to recommend the company to their family and friends.
- 90% of all social media users have communicated with a brand via their social media presence.
- 63% of customers expect companies to offer support via their respective social media presences.
- Twitter users are more likely to use the platform to reach out for support than their Facebook or Instagram counterparts. 53% of all customer-to-brand interactions on Twitter have a support intent, while Facebook and Instagram come in at 46% (Khoros).
- There’s a big disparity between how well companies think they’re providing social support and how well consumers think social support is being handled. 80% of brands feel their providing adequate support via social media, while only 8% of customers are satisfied with how their social support queries are handled (SmartInsights).
6. Facebook marketing stats
Worldwide there were 1.59 billion daily active users on Facebook in June 2019.
According to Facebook’s latest data, about 1.6 billion people use the site every day.
There are 2.41 billion monthly active users on Facebook as of June 2019.
More people access Facebook less frequently than we realize. With a staggering 2.41 billion monthly users, Facebook is a key marketing tool that can’t be ignored.
There are 270 million fake profiles on Facebook.
Although social media has many positive aspects, there are also negative aspects that should be taken into account. A large number of Facebook users have fake profiles.
Of the 2.4 billion Facebook users, 27% have duplicate or fraudulent profiles.
Instagram marketing statistics
Instagram has more than 1 billion monthly users.
According to Instagram, more than 1 billion people use their service each month.
More than 500 million Instagrammers use Instagram Stories every day.
Approximately 250 million users watch Instagram Stories on a daily basis, which is half of the total amount of monthly users. Out of the half a billion people worldwide that see an Instagram Story ad, more than half view them on a daily basis while watching their friends’ Stories.
This marketing pool is deep and wide enough that it deserves your attention.
44% of Americans over 13 can be reached with adverts on Instagram.
Approximately 44% of the US population over the age of 13 can be reached through Instagram ads, which is an amazing number when perspective is applied. There are 120 million Americans that can be targeted with Instagram ads.
7. Twitter marketing stats
1.3 billion Twitter accounts have been created since the network was launched in 2006.
Twitter has gained a lot of users since it was founded 13 years ago, but many of those users haven’t become addicted to it.
A staggering 44% of people who sign up for Twitter never actually send a tweet, according to statistics from Brandwatch.
330 million people use Twitter monthly in 2019.
Over 330 million people use Twitter monthly, according to Statista.
The number of illegal immigrants has declined slightly from 2018 when it reached a record high of 336 million.
47.05 million Americans can be reached with ads via Twitter.
We Are Social gathered data about the total reachable advertising audience on all major social media platforms for its comprehensive annual report. Twitter shared that a little over 47 million Americans can be reached with adverts on the network.
While the number of total Facebook users is more astonishing, this figure is still a sizeable audience.
8. LinkedIn marketing statistics
LinkedIn has more than 645 million users worldwide.
Since LinkedIn first started in 2002, it has gained a following of 645 million professionals and companies from around the world.
LinkedIn ads reach more than 163 million Americans.
LinkedIn has a large audience of 163 million users in the US. It is the best social media for business promotion because its users are already focused on business.
There is no clutter on LinkedIn, which makes users more likely to notice and remember your business than if it were on any other platform.
48% of LinkedIn users are women.
We Are Social’s social media marketing statistics suggest that when marketers post on LinkedIn, their message is more likely to be seen by men, because the site’s demographics are skewed slightly towards men.
9. YouTube marketing statistics
82% of Americans report using YouTube, making it the most popular social media platform in the US.
As of 2019, YouTube had the largest user base in the US, with 167 million monthly users.
YouTube has 82% of Americans as users, with men and women being almost even at 46%/54%
Globally, 83% of internet users turn to YouTube as their main source of video content.
When someone wants to watch a funny video or learn how to do something, they go to YouTube. They also use YouTube to learn about products, read honest reviews, or watch new commercials.
Did you know that Facebook is the second most popular platform for watching videos? 67% of Americans say they watch videos on Facebook regularly.
More than 1.9 billion logged-in users visit YouTube each month.
The number of people with access to YouTube is almost double that. The number of people with access to YouTube is just below 4 billion.
Remember that a lot more YouTube users watch videos without logging in.
YouTube has an impressive 51% penetration rate among American internet users aged 75 years and above.
According to YouTube user statistics, the video-sharing platform is more popular with older internet users than any other social network.
The stats for social media usage show that 96% of internet users aged 18-24 use YouTube regularly. Therefore, YouTube has the highest user penetration rate compared to other age groups.