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By: Dan Baum on July 27th, 2017

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49 Social Media Statistics to Shape Your Marketing Strategy

Strategy

Social media is still changing the landscape of digital marketing.

With better data, more detailed advertising parameters, and a growing user base, social media is one avenue that deserves some attention from your marketing budget.

However, despite a vast variety of online marketing resources, social media is still the one that raises the most questions from marketers.

Many businesses still aren't sure which social media strategies work best or how to measure ROI but believe social media marketing is important and are ready to spend money to improve their efforts.

Take a look at these 49 statistics to gather insights on the current state of social media marketing, and keep them in mind as you create your social media plan this year!

1. Social media and messaging accounts for roughly 1 in every 3 minutes users spend on the internet. (Global Web Index, 2017)

With 3.7 billion people using the internet, that's a lot of time spent potentially seeing your content. 

2. Facebook accounts for 1 in every 6 minutes spent online, and one in every five minutes spent on mobile. (ComScore, 2015)

Considering that there are over 1 billion active websites online right now, owning 16.6% of the total timeshare is huge.

3. There are 1.65 billion active mobile social accounts globally with 1 million new active mobile social users added every day. (We Are Social, 2015)

Your mobile social media campaigns NEED to be optimized, and since mobile ads are relatively cheap and easy to produce, you can afford to do a little A/B testing to see what resonates with your audience.

4. Facebook continues to be the most widely used social media platform, with 79% of American internet users. (Pew Research, 2016)

Based on total population, (not just internet users) 68% of U.S. adults (there's a good chance your customers are included here) use it.

Here are some more stats about paid ads:

5. Instagram saw $595 million in mobile ad revenue in 2016. (WordStream, 2017

That number is only going to increase this year.

6. Facebook ad revenue increased by 59% year over year in Q3 2016. (Seeking Alpha, 2016)

That's almost 7 billion generated from ad sales. So, yes, it's time to start advertising on Facebook.

7. There are more than 3 million businesses advertising on Facebook. (Facebook, 2017)

Appeal to your audiences pain points with paid ads, and harness Facebooks enormous reach.

8. Adding social sharing buttons to email messages leads to an increase in click-through rates by more than 150%. (Social Times, 2014)

It's not every day that you learn something this simple and effective.

9. Posts on Linkedin that contain images have a 98% better comment rate (LinkedIn), and posts with links have a 200% higher engagement rate.

If you're using LinkedIn as a part of your strategy (which you should be), listen up.

10. Facebook posts that pose questions generate 100% more comments. (HubSpot)

If it's engagement you're going for, try surveying your followers a little. 

11. 80% of marketers indicated that their social media efforts increased traffic. (HubSpot, 2014)

Your persona is already on social media, waiting for great content to show up on their timeline -- all you have to do is provide it for them.

12. Visual content is more than 40 times more likely to get shared on social media than other types of content. (HubSpot, 2017)

Check out this post for more about aligning visuals to leverage your content.

13. 72% of marketers are using social media to develop loyal fans. (HubSpot, 2014)

Brand loyalty is incredibly valuable and social media is the perfect channel to create relationships with your persona.

14. 66% or marketers have a team dedicated to social media marketing. (Salesforce, 2015)

Social media management is a lot of work when you do it right. Most brands today need to have an in-house team or they turn to agencies like us to handle it for them.

15. Facebook by far is the most important platform to marketers, with 62% of selecting Facebook, followed by LinkedIn at 16%. (Social Media Examiner, 2017)

Facebook continues to hold the top spot as the biggest social media platform, but you'll see that several other statistics suggest this might not be the case for long.

16. Most marketers aren’t sure their Facebook marketing is effective: 40% of marketers don't know if it is working, and 53% have seen declines in their news feed exposure. (Social Media Examiner, 2017)

Facebook's pay to play approach has led a lot of marketers to look elsewhere. Combine that with the next statistic and you'll understand why most marketers aren't sure how well Facebook marketing is working out for them.

17. A surprising 93% of social marketers regularly use Facebook ads and 64% plan on increasing their Facebook ads activities. (Social Media Examiner, 2017)

Despite the drop-off of unpaid marketers using Facebook, many have given in to the pay to play approach, seeing a lot of success from paid ads. 

18. At least 91% of marketers want to know the most effective social tactics and the best ways to engage their audience with social media. (Social Media Examiner, 2017)

Creating your buyer personas early on in your marketing campaign can help you identify how to engage with your social media following.

19. 46% of web users look towards social media when making a purchase. (Marketing Tech Blog, 2014)

Social media is a great source for seeing real-time feedback from the customers of a business that you are considering purchasing from. This is why it's important to have a dedicated social media team that can engage with fans and handle customer services problems quickly and professionally.

20. Most top brands are on Facebook (99%), followed by Twitter (97%), Google+ (70%), Pinterest (69%), and Instagram (59%). (Marketing Tech Blog, 2014)

While you might want your brand to be where the top brands are, this also shows that there are opportunities to reach your persona on social platforms where the top brands aren't there to compete.

21. B2B marketers invest in social media to increase brand exposure (83%), increase web traffic (69%), and gain marketing insights (65%). (Marketing Tech Blog, 2014)

Social media is great for increasing brand awareness and generating leads, but you can also use insights from social media to create dynamite buyer personas.

22. 70% of business-to-consumer marketers have acquired customers through Facebook. (Marketing Tech Blog, 2014)

If your brand is targeting consumers, the odds are in your favor that you will find customers on social media.

23. The most common type of content posted by brands on Facebook is photos (75%), followed by links (10%), statuses (6%), albums (4%), video (4%), and other (1%). (Marketing Tech Blog, 2014)

Do you want to create eye-catching photos for your social media campaigns? Use the HubSpot photo editor to spice up your photos or you can use a free tool such as Canva.

24. 67% of Twitter users are far more likely to buy from the brands they follow on Twitter. (Marketing Tech Blog, 2014)

This is exactly why it's important to form a relationship with your persona on social media, instead of bombarding them with marketing messages.

25. The top 5 reasons why people follow brands on social media are; promotions and discounts, latest products information, customer service, entertaining content, and ability to offer feedback. (Marketing Tech Blog, 2014)

There should obviously be a balance between self-promotion and discussion with your social media posts, but the top reason people follow your brand is to stay updated on what you're offering -- don't be afraid to show them.

26. The average Twitter user follows 5 or more brands. (Marketing Tech Blog, 2014)

In the early days of social media, people were hesitant to mix brands and personal relationships on their timeline. However, Twitter users have always been more loyal to brands than Facebook users.

27. Link clicks account for 92% of all user interaction with tweets. (HubSpot, 2015)

This is really good for us marketers. Link clicks are the your easiest and strongest chance of gaining views and shares for your content.

28. 83.8% of luxury brands have a presence on Pinterest. (Marketing Tech Blog, 2014)

Pinterest users love to create boards dedicated to dream homes, dream vacations, and basically anything else that wish they had -- such as luxury items.

29. 67% of luxury retail brands are active on Instagram. (Marketing Tech Blog, 2014)

Instagram is the perfect platform for luxury brands because they can post photos that help their persona visualize the experience of owning that product.

30. Snapchat's Daily Video Views Have Increased 400% year over year. (Bloomberg, 2016)

This presents one of the biggest opportunities to stand out, as Snapchat ads are viewed 1 million times a day, and its video views are now bigger than Facebook's.

31. 72% of all internet users are now active on social media. (Jeff Bullas, 2014)

Instead of seeking out new content, social media makes it easy for new content to find us. If your buyer persona uses the internet, they are on social media, and that's where you need to be to connect with them.

32. eBay is the most engaging brand on Twitter. (Dotrising, 2015)

If you're going to study a brand to see what works for social engagement -- learn from the best.

33. 50% of B2B buyers use LinkedIn when making purchase decisions. (LinkedIn)

LinkedIn has always been the place for connecting professionals, so why not leverage your brand too? Chances are your prospects on LinkedIn are even more qualified.

34. There were over 4.4 million videos uploaded directly to Facebook in February 2016, generating over 199 billion views. (ReelSEO, 2017)

Video marketing is a powerful tool that personalizes your brand and increases conversions. And with the advent of Live Video that trend is only going to continue, because...

35. A significant 61% of marketers plan on using live video services such as Facebook Live and Periscope. (Social Media Examiner, 2017)

And 69% want to learn more about live video. Check out how we are using Facebook Live. 

36. 54% of marketers are using Instagram, yet 63% plan on increasing their Instagram activities. (Social Media Examiner, 2017)

And even more want to learn about using Instagram, more than 70%.

37.Top brands on Instagram are seeing a per-follower engagement rate of 4.21% which is 58 times higher than on Facebook and 120 times higher than on Twitter. (Hootsuite, 2016) 

Instagram has become a powerful platform for marketers and its potential cannot be overlooked any longer.

38. In 2015 Facebook influenced 52 percent of consumers’ online and offline purchases, up from 36 percent in 2014. (The Drum, 2015)

This shows the importance for retailers to manage the social media channels which will have the biggest direct impact on purchase behavior.

39. 95% of online adults aged 18-34 are most likely follow a brand via social networking. (MarketingSherpa, 2015)

Where does your audience lie? Think about your personas and see where they are most likely to follow your brand.

40. 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Ambassador)

We are in an era where the user experience is king, so use your social media as a customer service tool to increase brand engagement and win new customers. These next few stats will prove it...

41. 30% of millennials engage with a brand on social at least once a month. (SproutSocial, 2017)

If this is who you're targeting, regular updates that pop up in your customer's news feeds can go a long way.

42. 89% of social media messages to brands go ignored. (SproutSocial, 2016)

This is a BIG no-no. People are looking to connect with brands before, after, and during their purchase. Create brand loyalty by engaging back with your audience. You want them to interact with you and your brand, so it's only fair. 

43. 78% of people who complain to a brand via Twitter expect a response within an hour. (Lithium, 2016)

Again, customer service and an enjoyable user experience are most important nowadays, so don't discount spending a little time monitoring your social media each day.

44. The average response time for a brand communicating with a user is 10 hours. (SproutSocial, 2017)

While reciprocating interaction within the hour may be unrealistic for some, keep it under 4 and your audience will appreciate it.

45. There is a total of 1.3 billion Twitter accounts, but only 320 million are active. (Business Insider, 2015) 

While we don't want to say Twitter might be on the downslope, especially with them rolling out a new ad program, Twitter's market share is teetering. Reddit has occasionally passed Twitter as the number 3 social networking site in the top 10 platforms based on market share. We will let you draw your own conclusions. 

46. YouTube (and even just YouTube mobile) reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.. (YouTube, 2017

Video content has gone from nice-to-have, to MUST have. 

47. 64% of marketers are using social media for 6 hours or more and 41% for 11 hours or more weekly. (Social Media Examiner, 2017)

Some are spending even more time on social media, with nearly 20% of marketers spending more than 20 hours each week. 

48. 91% of marketers spending as little as 6 hours a week on social media indicated their efforts increased exposure for their businesses. (Social Media Examiner, 2017)

And more than half surveyed said that social media has helped their sales. 

49. 68 percent of Instagram users engage with brands regularly, and Instagram has 58 times more engagement per follower than Facebook. (SelfStartr, 2016).

The Instagram trend isn't going anywhere as other industries (besides retail) start using Instagram as a part of their social media marketing. Oh, and the most Instagrammed food, in case you were wondering, is pizza. 

Key Takeaways:

  • Companies are increasing their spending on social media marketing.
  • The late-adopters are finally coming around and more companies than ever feel that social media is important to their business.
  • Live video and paid ads are currently dominating.
  • The top reason consumers follow brands online is to receive promotions and they are most loyal to the brands they follow. Consumers also are becoming more and more likely to reach out to brands on social media regarding their products.
  • Very few brands are successfully offering customer service through social media.
  • The majority of people who are online are on social media, and a third of all time spent on the internet is on social media.
Social-media-marketing

About Dan Baum

Dan Baum is a Marketing Coordinator at IMPACT. For several years, he's aided in client strategy execution and content creation.

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Inbound Marketing Agency

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