Head of Editorial Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K
October 11th, 2019
Social media is a phrase that makes many roll their eyes.
Shrugging the platforms off as just places to share birth announcements, pictures of food, and grammatically incorrect memes, many marketers aren't convinced that social media can be used for serious business — but the numbers beg to differ.
Facebook, Instagram, Twitter, LinkedIn. These platforms (among others) are no longer just for the young looking to pass time.
They are powerful networking and engagement tools that are as ingrained in our everyday lives as getting a cup of coffee.
That’s roughly 42% of the world’s population and 80% of internet users. If you’re investing in digital marketing, this means your audience is likely using social media in some respect.
At the same time, however...
2. 60% of people no longer trust social media (Edelman 2018)
Despite using it, an increasing number of people feel uneasy about sharing their personal information on social media following a number of data breaches and privacy concerns surrounding many platforms, especially Facebook.
Platforms are working to combat this, but if it persists, this perception could affect engagement in the future or even your ad performance.
User behavior on social media
3. 90.4% of millennials report using social media, compared to 77.5% of Gen X, and 48.2% of Baby Boomers (Emarketer, 2019)
Again, major market consumers are using social media. So, you should be too.
4. The average person spends 2 hours 22 minutes a day on social media and messaging (Globalwebindex 2018)
Social media users are on the move. Make sure you keep this in mind when designing your experiences, campaigns, and content.
7. 45% of consumers say they’re more likely to research a product or service when an employee posts about it, compared to only 32% saying they’ll do so if a celebrity posts about it. (Sprout Social 2019)
The opinions of average people and consumers have more weight than those of celebrities for most. Explore employee advocacy or micro-influencers.
Consumer-brand interaction on social media
8. When consumers follow a brand on social media, 77% say they are more likely to buy from that brand over another. (Sprout Social 2019)
9. After following a brand on social media, 78% of consumers report visiting their physical store, if one exists, while 87% report visiting their website or app. (Sprout Social 2019)
Don’t discount the weight of someone following your brand. Though small, this action shows investment.
10. 50% of consumers say they follow brands on social media to learn about new products or services, while 48% say they follow to be entertained. (Sprout Social 2019)
The third and fourth most popular reasons are to stay up to date on company news and learn about promotions or discounts.
11. 80% of brands believe that they are doing social media customer service well — but only 8% of consumers agree. (SmartInsights)
12. 56% of consumers will unfollow a brand if they deliver poor customer service on social media. (Sprout Social 2019)
So, pay close attention to the experience you’re creating when you interact with your audience on social media.
13. 51% of consumers will unfollow a brand if the content shared is irrelevant. Meanwhile 78% will unfollow if they see too many ads or promotional posts from the brand. (Sprout Social 2019)
Don’t abuse your audience. When people follow you, they want to see quality content they can relate to, not a sales pitch.
14. 61% of consumers say brands can encourage purchases by creating posts offering discounts or trials on social media. (Sprout Social 2019)