Whether you love it or loathe it, social media marketing is here to stay.
As a content marketer or online business owner, it's impossible to ignore social media as a means to promote your business – because your clients and customers expect it.
Not to mention it just flat out works.
So with that in mind, here are 21 social media marketing stats that will completely sell you on why embracing this particular channel is in your (and your company's) best interests.
Let's start with a general overview stat which will just blow your mind…
The number of social media users worldwide as of early 2019 is 3.484 billion (that’s up 9% year on year). This is a staggering 42% of the global population. Almost all of these users (3.256 billion) are accessing social media on their mobile phones.
Facebook remains the most popular social network site in 2019, with 2.27 billion users. YouTube comes second at 1.9 billion. Facebook-owned What’s App is third with 1.5 billion. Instagram is at number 6 (1 billion), and Twitter is further down the list in 11th place (335 million). LinkedIn isn’t far behind with 303 million users.
It seems we’re spending a fair chunk of our time on social media. The average time spent on social networks per day is 2 hours and 22 minutes. The 16-24 age bracket are spending over three hours a day. This whittles down with age, as you’d imagine – but, even the average 55-64 year old is still on social media for well over an hour every day.
What are we doing on social media for these two plus hours? 40% of people want to connect with friends, and the same number are keeping up with news. 37% say this is simply to “full up spare time”; however, 29% say they go on social media to “research/find products to buy”. These are the users that small businesses need to connect with.
Over half of all users interact with a brand on social media every month. 9% engage with a brand every single day. This highlights the importance of keeping your social media accounts primed and ready for action: 70% of those who use social media for customer service support continue to use that brand.
The average Facebook user spends 35 minutes each day on the site, generally broken down into several quick social visits. A typical Facebooker dips into their favourite social media site eight times a day. If you’re hoping to grab attention, remember that you don’t have long to captivate your Facebook audience…
Facebook ads are super-easy to set up, and 93% of social media advertisers use Facebook ads regularly. If you’re one of these, make sure you keep those images coming: Facebook ads with pictures are 75-90% more effective. (And run them on weekday afternoons to reach the most people…)
It’s pretty much a business essential to have a Facebook page these days, and over 50 million businesses are on Facebook. With 400 new users joining Facebook every 60 seconds, having a presence on the network simply makes sense for all that potential exposure.
Almost half of Twitter’s 335 million users check in to their account every day. The majority of these are 20-somethings, with 18-29 year olds making up 37% of the Twitter user population. 29% of Twitter users are educated to at least college degree level.
Twitter is big for businesses. 88% of US companies with 100+ members of staff have a Twitter account that they use for marketing. It’s worth the effort, as 83% of those who tweeted a company and received a response said they “felt better” about the company and would be likely to do business with them again.
A tweet with a video attracts ten times more engagement, and 93% of these are watched on users’ smartphones (so if this forms part of your Twitter strategy, make sure your video still hits home without the sound on). It seems that we also love a gif, with 55% more engagement, as well as a great way to inject a bit more of your brand’s personality into your Twitter account.
Instagram’s users really do engage with their account, with 51% checking in every day, and 35% visiting the site several times daily. To be fair, there’s a lot to keep up with, as 95 million new images and videos are uploaded every single day.
Broadly speaking, Instagram attracts a younger audience: 59% of IG users are under thirty. The teen market is huge, with 78% of 15-17 year olds internet using Instagram. It attracts more women than men, with 38% of female internet users having an account as opposed to 26% males.
When it comes to Instagram for business, there are 25 million business profiles on the network, and 2 million advertisers. Instagram also introduced “shoppable posts” in 2017, and 72% of users say they have bought something as a result of one of these tags.
YouTube has 1.9 billion users, making it second only to Facebook when it comes to popularity. It has a broad appeal: In the US, 96% of 18-24 year olds use YouTube; however over half of the over 75s also engage with its content (and baby boomers could become the audience to watch…).
YouTube is the place to go for online videos. 83% of us head to YouTube for online video content. Video marketing is on the up, and has increased by almost 10 million daily viewing minutes over the last two years. Cisco predicts that by 2021, video traffic will make up 82% of all consumer internet traffic.
71% of users search out YouTube videos for “how to” content. 86% of users say they like to “learn something new” on YouTube. How can you include learning and problem-solving videos in your content marketing strategy?
Don’t dismiss Pinterest as a hobbyist’s online scrapbook. Pinterest accounts for 25% of online retail referral traffic. It’s also a myth that it’s mostly décor-based: there are 146 million fashion boards and 100 million food boards. Importantly, 93% of users say they use Pinterest to plan what they’re going to buy.
“Pinners” are an interactive audience who create a lot of content – 14 million articles are pinned to Pinterest every day. They actively want to research and find purchases, and 78% of users say they would welcome more brands on the platform.
Who are the “Pinners”? There’s a bit of a bias towards women: in fact, 66% of women between the ages of 25 and 54 use Pinterest. However, it’s becoming more popular with men, and 40% of new signs ups are now male.
36% of Pinners are in their twenties, and 34% are in their thirties and forties. As a marketer, you’ll be interested to hear that over 40% of Pinterest users have a household income of $100k plus.
LinkedIn isn’t a classic social media platform, and it’s often seen as a bit niche. However, for B2B services, you have access to an impressive 530 million user profiles, and 46% of all social media traffic to company websites comes from LinkedIn. Long-form content engages LinkedIn users, so get writing…
If that monster list of stats hasn't persuaded you to add social media marketing into your content marketing mix – then nothing ever will.
Choose a channel where your target audience hang out and give it go using Gary Vaynerchuk's ‘Jab, Jab, Jab, Right Hook' method – and I guarantee you'll start seeing results 🙂