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?

 AUDIENCEBRAND-PROMOTING USES
FACEBOOKBaby Boomers, Gen XSharing engaging content (text, photos, videos, links)
LINKEDINBusiness UsersSharing news, product information, testimonials
TWITTERYoung AdultsSharing original content (news, text, links to information) and sharing curated content
PINTERESTWomen, Crafters, Food LoversSharing products (pinning photos, videos), tips, e-books
INSTAGRAMGen-Z, MillennialsProduct photos, videos, behind-the-scenes post, how-to tips, Stories
YOUTUBEAll UsersEducational videos, workout videos, behind-the-scenes videos

 

DATA BY SOCIAL MEDIA PLATFORM

FACEBOOK

  • 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

LINKEDIN

  • 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

TWITTER

  • 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

  • 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

INSTAGRAM

  • 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!