We don’t know about you, but we’ve been in even more of a scroll hole that usual this year – lockdown saw social media usage skyrocket and platforms grow in unique ways (Mums on TikTok, anyone?).
We’ve compiled all the stats you need to know into one handy place…
SOCIAL MEDIA USERS WORLDWIDE
3.5 BILLION people, or about 45% of the world’s population, are daily, active social media users.
90.4% of Millennials, 77.5% Gen X and 48.2% of Baby Boomers use social media every single day.
BRANDS + SOCIAL MEDIA
54% of those on social media use it to research products.
71% of consumers who have a positive experience with a brand on social media are likely to recommend the brand to family and friends.
80% of online companies think that they deliver exceptional social media service, while only 8% of their customers agree.
WHICH PLATFORM IS BEST FOR YOUR BRANDING GOALS?
| AUDIENCE | BRAND-PROMOTING USES | |
| Baby Boomers, Gen X | Sharing engaging content (text, photos, videos, links) | |
| Business Users | Sharing news, product information, testimonials | |
| Young Adults | Sharing original content (news, text, links to information) and sharing curated content | |
| Women, Crafters, Food Lovers | Sharing products (pinning photos, videos), tips, e-books | |
| Gen-Z, Millennials | Product photos, videos, behind-the-scenes post, how-to tips, Stories | |
| YOUTUBE | All Users | Educational videos, workout videos, behind-the-scenes videos |
DATA BY SOCIAL MEDIA PLATFORM
- 77% of Gen X-ers are most likely to follow or engage with a brand on Facebook
- 93% of social media advertisers use Facebook ads regularly
- Facebook ads with images are 75% to 90% more effective than those without images
- 530 million user profiles are on LinkedIn
- 80% of social media B2B leads come from LinkedIn
- 46% of all social media traffic to company websites comes from LinkedIn
- 83% of those who sent a Tweet to a company and received a response, felt better about the company and were more likely to do business with them
- 53% of users bought a product they first saw on Twitter
- Twitter ads are 11% more effective than TV ads during live events
- Pinterest ad revenue is expected to surpass $1 billion by 2020
- At 3 months, Pinterest posts have the longest lifespan of the popular social networks; Twitter posts average just 15-20 minutes
- 93% of Pinterest users plan their purchases on the social media platform
- 41% of Gen Z prefer Instagram for following brands
- 23% higher ad spending on Instagram vs. Facebook
- 71% of U.S. businesses use Instagram; in 2017, Instagram business users outnumbered those using Twitter
YOUTUBE
- 54% of people want marketers to put out more video content
- 83% of consumers worldwide prefer YouTube vs. other forms of marketing
- 55% vs. 45% is the ratio of men to women YouTube users
HOW CONSUMERS INTERACT WITH SOCIAL MEDIA
WHY CONSUMERS FOLLOW BRANDS ON SOCIAL MEDIA
50% To learn about new products or services
36% To be inspired
48% To be entertained
35% To be educated
40% To stay current with company news
20% To connect with people who are different
38% To learn about promotions or discounts
20% To communicate with the brand
36% To connect with people who are like them
WHY CONSUMERS UNFOLLOW BRANDS ON SOCIAL MEDIA
56% Poor customer service
34% They talk about politics and/or social issues
51% Irrelevant content
29% They ignore posts and mentions from people
43% Too many ads from the brand
14% They use influencers to sell products
35% Too many promotional posts
TYPES OF POSTS THAT CONSUMERS LIKE AND SHARE
ENTERTAINING POSTS: 67% like/comment on, 55% share
STORY-TELLING POSTS: 38% like/comment on, 37% share
INSPIRATIONAL POSTS: 57% like/comment on, 50% share
DISCOUNT/SALE POSTS: 37% like/comment on, 38% share
EDUCATIONAL POSTS: 46% like/comment on, 38% share
BRAND MARKETING STRATEGY STATISTICS
90% of brands use social media to increase brand awareness.
45% of social media advertisers say that identifying and understanding their target audience is their biggest challenge.
Fewer than half of companies doing social media marketing have a documented social media strategy.
85% of businesses use third-party tools (e.g., HubSpot, Buffer, Sprout Social) to help manage their social media presence.
Stories are growing 15x faster than feed-based sharing.
95% of the time, social media ads are viewed on mobile devices.
So now that you know where the eyeballs are, get in touch today if we can help you create engaging content for social media or an influencer campaign that helps bring your brand to life!
