When determining or reviewing your social media marketing strategy, statistics are one of the first things marketers consider. They are often used to evaluate your own performance in your industry or to research a new network.
2020 was a significant year on social media. The pandemic has made more people spend time online and find more ways to engage with each other. Social media engagement and best post times have been adjusted to the new normal of work-from-home schedules.
Combined with the latest social media demographic statistics, marketers can use the following information as a guide in setting expectations and strategies.
Statistics on social media usage
It’s no secret that social media is growing in popularity. We spend a lot of time on social media because it helps us keep track of friends, family, and brands. Developing a social media marketing strategy is a must in order to reach audiences who are doing just that
- Over 3.6 billion people worldwide use social media, and the number is not expected to rise to 4.41 billion until 2025.
- The top social media networks ranked by number of active users are Facebook, YouTube, WhatsApp, and Facebook Messenger.
- Internet users spend an average of 144 minutes a day on social media.
Facebook, the oldest of all social media networks, changed a lot in 2020. New features like live broadcast from a page, Creator Studio updates, and the integration of Messenger into the Page inbox kept an effective Facebook marketing strategy important for brands.
- Facebook is still the most widely used social network in the world. In the third quarter of 2020, the network reported over 2.7 billion monthly active users (MAUs).
- The cross-industry median of the benchmark for the Facebook engagement rate per post is 0.09%. This number is largely unchanged from 2019.
- Facebook makes the most money with advertising. The network had nine million active advertisers in the second quarter of 2020 and claims that mobile devices accounted for 92% of total revenue.
- Links were the most used content type for brands on the network, accounting for 44.2% of all brand posts.
Instagram introduced a lot of new features in 2020. To help brands sell better and make it easier for consumers to shop, stores were introduced along with shopping tags for live video. Roles have been added to the series of Instagram videos to encourage the network’s desire to work closely with the developers.
- Instagram has 1 billion monthly active users and 500 million of them use Instagram Stories.
- The largest population group in the network are women aged 18 to 24 years.
- The cross-industry median benchmark for the Instagram engagement rate per post is 1.22%. This median has decreased by 23% from 1.60% in 2019.
- 90% of US marketers name Instagram as the most important social media platform for influencer marketing.
- The two most effective types of content for influencer marketing are posts (78%) and stories (73%).
Similar to Facebook, Twitter introduced new fact-checking capabilities to directly respond to the US presidential election and conversation control, enabling more valuable and positive discussions. News from around the world dominated the platform and moved at breakneck speed.
- In the third quarter of 2020, Twitter reported an average of 187 million monetizable daily active users (mDAUs), up 29% year over year.
- The cross-industry median benchmark for the Twitter engagement rate per tweet is 0.045%. This has been a constant number for three years in a row.
- The frequency of tweets decreased by 10% in 2020. The current median in all industries is 0.77 tweets per day. The media industry (9.54 tweets per day) and the sports industry (7.24 tweets per day) were concentrated in certain industries and together recorded more than any other.
Pinterest, a social bookmarking and idea saving network, helped homebound pinners focus on their latest projects in 2020. The company released a report on their projections for 2021 based on the trends they saw over the year.
- According to the company’s Q3 2020 report, the global MAU count increased 37% year over year to 442 million pinners.
- The demographic growth on Pinterest is significant. Women make up more than 60% of the global pinner community and male pinners have grown nearly 50% year on year. In terms of generations, Gen Z Pinners are up 50% year over year while Millennial Pinners are up 35% year over year.
- When they want to start a new project, 85% of pinners choose Pinterest as their starting point.
- An overwhelming 98% of pinners say they’ve tried new things they found on Pinterest.
- In search of purchase inspiration, 89% of pinners use the network.
LinkedIn, the world’s largest professional networking site, is all about connections and business influencers. LinkedIn Marketing for Brands helps with recruiting and customer acquisition.
- Globally, LinkedIn has more than 722 million users in more than 200 countries and territories.
- 96% of B2B marketers use LinkedIn for organic content distribution and 83% for paid social networks. This makes LinkedIn the most widely used platform for both types of content distribution.
- Long-form posts work well on the network. In fact, posts scored best between 1900–2000 words for views and engagement.
- There are 14 million vacancies listed and 3 people are hired on the platform every minute.
- Four out of five LinkedIn members determine business decisions.
Social media advertising statistics
It’s hard to stand out from the crowd as a brand. With a social media advertising strategy in your pocket, you can control your expectations and advertising spend.
- In the second quarter of 2020, the average CPM cost on social media was $ 4.33.
- The average click-through rate for social media ads in Q2 2020 was 1.3%. That number has increased slightly from 1.2% in 2019.
- When researching B2B advertising, social media advertising was used by 83% of marketers and ranked second in success (29%) behind search engine marketing (33%).
Consumer behavior statistics
Consumer behavior changed significantly in 2020, and social media marketers need to adjust their expectations for these new statistics. The Sprout Social Index reported that 50% of consumers increased their social media usage in the past six months.
- 57% of consumers will follow a brand to find out about new products or services, while 47% will follow to keep up with company news.
- After following a brand on social media, consumers continue to engage in various ways. 91% visit the brand’s website or app, 89% buy from the brand, and 85% recommend the brand to a family or friend.
- The four main reasons consumers don’t follow a brand on social media are poor product or support quality (49%), poor customer service (49%), irrelevant content (45%), and too many ads (45%).
- When asked what type of content they enjoy engaging in, 68% of consumers preferred images, 50% preferred videos, and 30% enjoyed text-based posts.
Social Marketer Statistics
Social media marketing would be nothing without the people who run it. Social marketers juggle strategy and challenges in an ever-changing landscape.
- The top three challenges social marketers face include identifying and reaching their target audience, measuring ROI, and supporting overall business goals.
- The top B2B content marketers said the two most important drivers were content value (83%) and website changes (60%).
- Content creation can be tricky, and outsourcing is often a good solution for companies that need a lot of content. In 2020, 86% of B2B organizations outsourced content creation and 30% outsourced content distribution.
- 81% of companies use social media publishing / analytics tools. Content creation / collaboration / workflow tools increased from 48% in 2019 to 58% in 2020.
Understanding the latest social media marketing stats can help brands review their strategy and set new goals. Are your engagement rates drastically different from the median and are you keeping up with your own industry? These statistics serve as a benchmark, but it’s always a good idea to dig deeper for more accurate data on your own brand’s performance.
As people are online more than ever, brands are learning that using a customer marketing playbook with social listening can only help them better understand consumers and spot trends as they arise.