90+ Sizzling Social Media Marketing Statistics | 2022 – SmallBizGenius

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Do you want more brand exposure? Make a profile on social media and share content about your products. Are you looking to create and maintain a relationship with your customers? Social media is the best way to make your brand accessible and personable. Do you want to generate more leads? Yep, you’ve guessed it – social media is the way to go. 
But with so many different platforms, developing a strategy can be a little overwhelming. You might be wondering how to get going.
Well, a great starting point would be the comprehensive list of social media marketing statistics we’ve compiled. You will find both positive and negative social media statistics that will help you grasp the benefits and drawbacks of each platform. You’ll also find info on user behavior and demographics on each of the most popular social networks. We’ve also included stats that reflect good marketing practices and their plans for the future. So, let’s begin!
(We Are Social)
How many people use social media? Practically half the planet is on social media. The world’s population in 2019 was 7.676 billion, and 3.5 billion of them actively used social networks.
(Smart Insights)
When we look at social media usage statistics by country, we see that the UAE has the largest proportion of its adult population on social media. The global average is 45%.
(We Are Social)
Social media usage statistics point to the indisputable prevalence of mobile devices. Gone are the days when people sat down in front of their PCs to surf the web. Now we do it all the time, mostly using our phones mostly, but sometimes also from our tablets.
(We Are Social)
Social media use keeps flourishing, year after year. In the 365 days between January 2018 and January 2019, 288 million new users joined one of the many social networks out there.
(Digital Information World)
How much time do people spend on social media? According to social media stats recently published by Digital Information World, the average time spent on social media per day is well over two hours. This gives marketers plenty of opportunities to reach their target audience on these platforms.
(We Are Social)
The number of social media users in the US is pretty high if you consider the fact that the whole country’s population is 328 million people. Of those 230 million Americans who are active social media users, 220 million access the social networks of their choice via smartphones.
(Facebook)
Facebook’s social media users statistics indicate that a staggering 2.1 billion users visit at least one of these social networks/messaging platforms every day. All four are companies owned by Facebook.
(We Are Social)
Facebook, YouTube, Instagram, Twitter, Snapchat, Linkedin, Pinterest, WhatsApp, Messenger… These are the most popular social media platforms according to their number of users. And the average American has an account on at least seven of them.
(Hootsuite)
The number of people on social media grows by 11 each second. What does this mean for you as a marketer trying to communicate with an audience? It means your potential social media reach grows organically by 11 users. Just swell!
(We Are Social)
This is among the less exciting but still interesting facts about social media. More than 40% of internet users turn on their ad-blocker while on social networks. It’s worth remembering that traditional marketing approaches might not work for people who have this kind of app installed on their devices.
(Facebook)
How many people use Facebook every day? The latest data provided by the network indicates that nearly 1.6 billion people visit the platform on a daily basis.
(Facebook)
The number of people on Facebook is much greater when we include the users who access the platform less frequently. With a reach of 2.41 billion people every month, marketers can’t afford to ignore this channel.
(Mashable)
On the other hand, it’s worth remembering the negative facts about social media. Among the vast array of Facebook users is a disturbing number of fake profiles. On Facebook alone, there are 270 million duplicated or fraudulent profiles.
(Statista)
Social media usage stats published by Statista show that an incredible 190 million US teenagers and adults have a Facebook account. India is the only country in the world with a larger number of Facebook users. More than 270 million Indians have a Facebook account.
(We Are Social)
This is by far the largest audience marketers can hope to get through on any social network. Marketing experts know this and most of them already advertise on Facebook.
(Omnicore)
Facebook user demographics data published by Omnicore suggests Facebook is a great platform for reaching both male and female audiences. However, there are slightly more women than men on this site.
(Chron)
Facebook users statistics show that this social media platform, which was founded by a Harvard student 15 years ago, has gained popularity among American adults of all ages. However, the average Facebook user’s age is 40.5, which might be higher than you’d expect.
(Social Media Examiner)
Considering the fact that 190 million Americans use the network, it’s no surprise that so many marketers rely on Facebook to advertise their products. As many as 9.4 in 10 marketing specialists incorporate Facebook into their marketing efforts.
Social Media Examiner)
However, not all of them are happy with their Facebook marketing results. Facebook advertising statistics indicate that 9% of marketers qualify their Facebook marketing as “very effective,” 39% say it’s “effective,” while 38% are uncertain. The rest believe they are flat-out failing.
(Hootsuite)
Even though users see many ads while they scroll through their Facebook feed, they avoid clicking on them. The average user clicks on an ad only eight times a month. The number goes up for female users, who click on 10 paid advertisements every month. Hootsuite’s social media advertising stats suggest that men do the same only seven times a month.
(HubSpot)
Social media marketing benefits can include raising brand awareness and deepening customer relations. Using video content, you can accomplish both. However, keep in mind that live video runs laps around non-live videos in terms of user engagement. According to HubSpot’s Facebook live stats, live videos have a 4.3% engagement rate compared to a meager 2.2% for regular video.
(HubSpot)
The majority of videos on Facebook are watched in mute mode according to social media marketing statistics. If you are a marketer figuring out the next move in your Facebook advertising strategy, you should definitely bear this information in mind.
(Facebook)
In fact, eight in 10 Facebook users say they are annoyed with video content that automatically starts with audio. If your video content makes no sense without sound, include subtitles or post it on another network like YouTube or Instagram.
(Social Media Examiner)
As many as 72% of marketing specialists regularly use paid ads on the world’s most popular social media platform. Facebook ads statistics reveal that B2C marketers use this feature more often than their counterparts in the B2B niche (76% vs. 66%).
(Social Media Examiner)
In the previous year, nearly half of marketers upped their stakes in the Facebook ads game. It doesn’t stop there; 67% say they plan on increasing their use of Facebook ads over the next 12 months.
(Brandwatch)
Facebook has long outgrown its original purpose as a place for keeping up with friends and family. Nowadays, this platform is more or less a business hub, and there are more than 60 million active business pages to prove it.
(Social Media Examiner)
Social media marketing on Facebook appeals slightly more to B2C marketers. Practically all marketing specialists reaching out to direct clients include it in their digital marketing strategy – an incredible 97%, to be precise. More than nine in 10 (91%) B2B marketers focus on this channel, too.
(Social Media Examiner)
Facebook ads reign supreme. Most marketers plan to invest in them since they have proven to be a highly effective social media marketing method. Instagram ads are also popular with marketers – 53% plan to spend money on Instagram in the hopes of increasing brand visibility, customer engagement, or sales. Facebook Messenger ads are the third most popular planned investment (41%).
(Social Media Examiner)
Facebook marketing stats inform us that the majority of marketing experts plan to give Messenger bots a shot this year. This new in-app tool brings businesses closer to consumers by providing quick answers to frequently asked questions. Messenger bots are gaining traction quickly; last year only 15% of marketers used them.
(Social Media Examiner)
Before committing to implementing a new tool in their marketing strategy, marketers want to make sure they understand the technology they’ll be using. Seven in 10 would like to learn more about this product from Facebook’s array.
(Instagram)
How many people use Instagram? Well, Instagram user statistics published by the social network itself reveal the mind-boggling figure of more than 1 billion users each month.
(Instagram)
Cut the number of monthly users in half and you’ll get the number of Instagram users who access these short-format videos on a daily basis. More than half a billion people worldwide see an Instagram Story ad or two every day while watching their friends’ Stories. This is a marketing pool so deep and wide enough that it deserves every marketer’s attention.
(We Are Social)
Instagram user stats that focus on the US show that marketers can reach 44% of the US population over the age of 13 on this platform. Amazing, right? Putting this into perspective, there are 120 million Americans you can target with Instagram ads.
(HubSpot)
This makes this photo- and video-sharing app the fastest growing social media platform in the world. With the number of Instagram users increasing so rapidly, it’s only natural that marketers are flocking there, too.
(Social Media Examiner)
According to Social Media Examiner’s 2019 Instagram stats, nearly three-quarters of US marketing experts advertise on this social media platform. At the moment, Facebook is the only platform more popular with marketers.
(Sprout Social)
In other words, the second most popular social media in the US attracts more than 2 million marketing specialists every month. They report advertising on this channel increases their exposure, generates website traffic, and creates leads.
(Pew Research)
Pew Research on social media Instagram demographics shows that older teens and people in their early 20s outnumber users in their late 20s. These Instagram statistics show that three-quarters of Americans in the first age group have an Instagram account while only 57% of those in the other group report the same.
(eMarketer)
Marketing on this social media platform is essential if you want to reach a Gen Z audience. According to eMarketer, more than half of users aged 16 to 24 report that they use Instagram more frequently now than they did last year. This means your opportunities to communicate with them via this platform are greater than ever.
(Pew Research)
Apart from being among the most used social media apps for teens, Instagram is widely popular with millennials, too. Social media use statistics published by Pew Research in 2019 suggest that almost seven in 10 millennials have created an account on the photo-sharing app.
(Sprout Social)
If you were wondering how many Instagram users interact with brands on a daily basis, here’s your answer: 200 million and counting. If you don’t already have a business page, get started on it ASAP.
(Sprout Social)
Using social media for business is a great way to interact with customers. They view it positively and want to engage. In fact, eight in 10 Instagram users follow at least one business on the network according to statistics on social media usage.
(Hootsuite)
Not only do users gladly follow businesses on Instagram, but they often feel inspired to take action after seeing their ads. The fact that 75% of Instagrammers have been inspired to visit a brand’s website or make a purchase after seeing an ad makes it one of the best social media marketing platforms. If you market yourself cleverly, your efforts are very likely to pay off.
(HubSpot)
Unless you’ve been actively avoiding all social media marketing news, you’ll know that video is all the rage nowadays. Younger generations of consumers prefer it over textual content. If you’re in doubt whether to choose video, images, or carousel ads, go with video.
(Business Wire)
If you’re planning on using social media for marketing, you should definitely keep this stat in mind. Video runs laps around all other content when it comes to product presentation. It is also a very powerful tool for evoking emotional responses and forging a brand identity.
(Jumper Media)
Unlike Facebook users who consume video content silently, Instagrammers view video with the sound on. Well, at least 60% of them do; the rest watch it on mute. Jumper Media’s social media studies remind marketers to cater to both needs.
(HubSpot)
In this day and age, having no social media presence is equivalent to not having a business at all. However, you shouldn’t overdo it on social media, either. The most common posting frequency for brands on Instagram is between 11 and 20 times per month. Heck, if it works for Dior, maybe you should give it a go.
(Sprout Social)
As we have mentioned in the Facebook stats above, Instagram is owned by Facebook. All the revenue generated through Instagram ads is presented as a part of Facebook profits. As this platform’s social media growth continues, so does its share of Facebook’s overall revenue. By the end of 2020, it’s projected that Instagram’s ad revenue will make up 30% of Facebook’s total ad revenue.
(Statista)
The rise of social media has brought with it influencers – people whose opinions and world views influence other users to make decisions. They are a marketer’s best friend, as their recommendations can go a long way with modern consumers. And luckily for marketers, there are many influencers on the fastest growing social media platform. Statista’s Instagram statistics project that next year there will be more than 6 million influencer posts sponsored by brands.
(Brandwatch)
The network has gained a lot of users since it was founded 13 years ago. However, Twitter usage statistics point to the fact that many of those users haven’t exactly got hooked on it. As many as 44% of those who had made an account left before ever sending a Tweet, according to Brandwatch’s Twitter statistics.
(Statista)
So, how many people use Twitter? The latest data published by Statista suggests there are 330 million people who are active on the network every month. That number has slightly declined from 2018, when it reached a record high of 336 million.
(We Are Social)
For its comprehensive annual report, We Are Social gathered data about all major social media platforms’ total reachable advertising audience. Twitter shared that a little over 47 million Americans can be reached with adverts on the network. This figure is not as astonishing as the number of total Facebook users, but it’s still a sizeable audience.
(We Are Social)
Social media statistics reveal that men make up a larger portion of Twitter demographics than women. Indeed, 56% of the audience marketers can reach on this social media is male, while 44% is female.
(Brandwatch)
As Twitter followers statistics revealed by Brandwatch show, the average Twitter user has 707 followers. However, they are not all active, since a large number of Twitter users have never fully engaged with the network.
(Social Media Examiner)
Twitter is the third-most popular social media with marketers, as it was last year. But its popularity has declined a bit. According to social media marketing stats presented in Social Media Examiner’s annual report, in 2018, 62% of marketing specialists said they used Twitter.
(Digital Marketing Community)
Even though Twitter hasn’t become popular with billions of people worldwide, it has established itself as an important source of information in the US. Media outlets use Twitter to keep users up-to-date with current events. Despite having the highest post rate, the media has the lowest engagement rate: just 0.009%.
(Digital Marketing Community)
Let’s put the previous stat into perspective. According to social networking stats, the average Twitter engagement rate across industries is 0.048%. That’s more than five times the engagement rate the media industry gets.
(Digital Marketing Community)
It turns out people love alcohol so much that even tweeting about it is enough to get great engagement. The average number of posts in this industry is much lower than the media industry. In fact, it’s only 0.46 posts per day. The next two best-performing industries on Twitter are higher education and the hotel industry, with engagement rates of 0.079% and 0.071% respectively.
(Omnicore)
Omnicore’s social media advertising statistics show that Twitter is the second-most important social media platform for B2B marketers, behind only LinkedIn. The same source reveals that 13% of B2B leads are generated on Twitter, making it a pretty efficient marketing channel.
(HubSpot)
If you’re going to post something on Twitter with the aim of promoting your business, make sure to include an image. Twitter usage statistics suggest you’ll reach a broader audience that way, since people love retweeting posts with images.
(LinkedIn)
LinkedIn statistics show that the network has gained quite a following since it first started in 2002. Today, it attracts 645 million professionals and companies from all corners of the globe.
(LinkedIn)
Marketers can reach more than 163 million US users via this platform. Regardless of the fact that it has a large audience, LinkedIn is the best social media for business promotion since its users are already focused on business. There is no clutter, no baby pictures, no passive aggressive rants from your aunt. Users are more likely to notice and remember your business on LinkedIn than anywhere else.
(We Are Social)
Social media marketing statistics shared by We Are Social suggest that when marketers post on LinkedIn, men are more likely to see their message. That’s because this social media’s demographics are skewed towards men by a few percentage points.
(LinkedIn)
Marketing specialists, especially those from the B2B niche, love this social network. How could they not when there are 30 million companies on it? It’s a great social media for small businesses looking to increase their exposure. It also does wonders for well-established companies who want to communicate their brand values or nurture customer relations.
(Social Media Examiner)
Wits so many businesses on LinkedIn, the platform truly is among the best business social media sites a B2B marketer could wish for. As many as eight in 10 B2B marketing specialists know this and use it. Almost half of their B2C colleagues also advertise their products and services directly to consumers on the platform.
(Social Media Examiner)
Since social media impact on business is undeniable, it’s no wonder business owners and marketers want to improve their network-specific skills. LinkedIn is the platform that piques the interest of most B2B and half of B2C marketing specialists (71% B2B vs. 50% B2C).
(HubSpot)
This is one of those social media statistics for business you should take note of if you want to boost your sales. HubSpot analyzed more than 5,000 businesses that use one of these three networks to generate leads. The results were astonishing. LinkedIn dominated the visitor-to-lead conversion rate with an impressive 2.74%. Facebook and Twitter were far behind with rates below 1%.
(We Are Social)
Which social media platform has the largest user base in the US? Well, statistics about social media indicate that this video-sharing platform captures Americans’ attention like no other social network. Indeed, YouTube has won over 82% of Americans of all ages. When it comes to the demographics of social media users on YouTube, it’s worth noting that women make up 54% and men 46%.
(Hubspot)
When in search of a funny video or a how-to tutorial, people go to YouTube. They also turn to it when they want to learn about a product, see an honest review, or watch a new commercial. Naturally, you as a marketer care more about the latter. HubSpot’s social networking statistics show that Facebook is catching up with YouTube. It’s the second-most popular platform for watching video content online – 67% of Americans watch videos on it regularly.
(YouTube)
The number of YouTube monthly active users is just below 2 billion. That’s the number of people who access the platform while logged in with their YouTube account. Keep in mind, though, that the number of YouTube users who watch videos without logging in is far greater.
(Statista)
YouTube user statistics show that the video-sharing platform beats all other social networks when it comes to winning over older internet users. These social media usage statistics by age also show that as many as 96% of internet users aged 18 to 24 access YouTube regularly. In other words, YouTube has the highest user penetration rate across all age groups.
(eMarketer)
Teenage social media statistics reveal that members of Gen Z report increased use of the YouTube app compared to the previous year. If you are a marketer or business owner targeting this age group, you ought to know you’ll find them on YouTube.
(Ipsos)
Not only will you find Generation Z users on YouTube; you’re likely to catch their attention. This is true of other generations as well. YouTube mobile ads are highly effective for engaging users – 83% of the time users focus on the message.
(Hootsuite)
The importance of social media marketing is becoming evident to more and more SMBs. And what better place to reach an audience than YouTube? It has huge numbers of active users and the ads it shows on it successfully grab people’s attention. It’s every marketer’s dream.
(Hootsuite)
Hootsuite’s YouTube view statistics once again confirm the dominance of mobile devices. YouTube, like the other most used social media platforms, gets more use on mobile phones and tablets than on PCs and laptops. The proliferation of stable internet and our fast-paced modern lifestyle allow it, and users enjoy it. The lesson for marketers? Optimize your ads to fit mobile devices.
(Hootsuite)
This is one of those YouTube statistics that will have business owners and marketing specialists grinning. The company’s decision to increase the number of ads allows for more advertising space, which you can use to promote your business.
(HubSpot)
Even though people love using social media now and spend a lot of time on it, this might change soon. VR has the potential to be the next great thing both for marketing and social interaction, so we recommend keeping an eye on the latest advances.
(Snapchat)
How many people use Snapchat? Social media statistics worldwide indicate there are approximately 203 million users who access this social network each day.
(We Are Social)
According to We Are Social’s 2019 Digital Report, the advertising reach of Snapchat is a little under 95 million users. That’s 34% of Americans over the age of 13. However, the same report shows that the advertising audience of Snapchat is diminishing quarter-by-quarter.
(We Are Social)
Stats on this social media platform show that it’s more popular among women and teenage girls than men and teenage boys. If you sell products aimed at this target audience, make sure you take advantage of Snapchat.
(Statista)
Four in 10 American teenagers say they enjoy Snapchat more than any other platform. This makes it the most popular social media for teens. The same survey shows Instagram holds second position (35%), while Twitter and Facebook share a distant third place (6%).
(Pew Research)
The multimedia messaging app is most popular with Gen Zers. Millennials follow as the second demographic with the most users. Millennials and social media statistics published by Pew Research reveal that only 47% of adults aged 25 to 29 have a Snapchat account. On the other hand, the number of Snapchat users in the 18 to 24 age group is much higher: 73%.
(eMarketer)
Existing Snapchat users report increasing the time they spend on this network. As many as 56% of Gen Z Snapchatters say they are more active on the app this year than they were in 2018.
(Social Media Examiner)
With such a slew of social networks, entrepreneurs and marketers have a hard time producing content for all of them. According to social media marketing stats, Snapchat doesn’t make the cut for most marketers. In fact, only 8% of them say they advertise on Snapchat. This means the competition isn’t fierce. If your target audience consists of teens and young adults, Snapchat is a marketing channel worth exploring.
(HubSpot)
Social media video statistics reveal that between the billions of daily social media users, millions of minutes of video content get devoured. People love watching videos on social platforms, so that’s what marketers should deliver.
(Social Media Examiner)
Some marketing experts have already taken the hint and included this type of content in their social media strategy. A little over a third are already using the next big thing in social media marketing: live video.
(Smart Insights)
The power of social media marketing is perfectly encapsulated in this one stat. Not only can video entertain; it can also turn followers into paying customers. More than two-thirds of US consumers say they’ve bought a product after seeing a video on social media.
(Social Media Examiner)
Increased traffic was the second-most common benefit, reported by 87% of those in charge of marketing. These top two benefits have remained virtually unchanged for four years. Generating leads (74%), improving sales (72%), and creating loyal customers (71%) round up the social media advertising effectiveness top five list.
(Marketing Sherpa)
Ever wondered how businesses use social media for marketing? Well, online stores use it to advertise their products on the largest social media platforms. And they get great results, too. In fact, 43% of online retailers that use this form of marketing say it is responsible for significant website traffic.
(HubSpot)
HubSpot’s social media advertising statistics send a clear message to marketers. Consumers are interested in getting to know the brands they support, and they want to do it through video content.
(Hubspot)
Shoppers have another demand from videos they see on social networks. If you can make your marketing videos more educational by conveying a lesson consumers will find valuable, you’ll win their attention.
(Social Media Examiner)
Social media marketing stats prove that when consumers speak, smart marketers listen. The majority of marketing experts plan to increase the amount of video content they deliver on social media.
(Content Marketing Institute)
Almost half of marketers who address clients directly consider pre-produced video the best type of content they can share on social media. It evokes emotions, raises brand awareness, sparks conversations, and boosts engagement.
Social media is no longer a place where young people waste time glued to their devices. Indeed, it evolved into a powerful business tool a long time ago.
Regardless of who your products are designed for or whether you have a B2C or a B2B business, there is bound to be a social network where you can communicate with your customers and leads.
If your target audience is millennial women, there’s no better place to reach them than on Instagram. If you sell services to teenagers, they’ll be most responsive to your message on Snapchat. Looking to engage with a more mature audience? Then Facebook is your best bet. LinkedIn is a B2B marketer’s dream.
Like we’ve said, there is an ideal channel for each audience. As a marketer or a business owner, you must adapt to your audience’s changing demands.
You might be surprised to learn just how many people have social media accounts. According to the 2019 Digital Report by We Are Social, there are 4.4 billion internet users in the world. That’s 57% of the global population. Of those with internet access, an astonishing 3.5 billion people use social networks.
As many as 81% of US teenagers use social networks. This isn’t alarming on its own, but when we look at the time spent on social media by age we come across some worrisome information. According to social media addiction statistics shared by the Washington Post, some teens are spending up to nine hours a day on social media. For tweens, those between the ages of 8 and 12, the average is nearly six hours per day.
Pew Research social networking statistics show that some 68% of Americans get their news from various social media platforms at least occasionally (often: 20%, sometimes: 27%, hardly ever: 21%). However, they don’t put too much trust in that news. Of those who read the news on social media, 57% consider what they see to be inaccurate.
We have seen a huge increase in both the global population and the number of Facebook users by year. Yet focusing on the current numbers – 7.7 billion people inhabiting the planet and 2.41 billion active Facebook users each month – we come to the following conclusion. In 2019, 31% of the world’s population had an active Facebook account.
Fun facts about social media shared by Mashable inform us that people are most active on Facebook at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET. The biggest spike in user activity occurs at 3:00 p.m. ET on weekdays.
The photo-sharing app was launched on October 6, 2010.
At the moment, more than 1 billion people worldwide have an Instagram account and use it at least once a month.
Since the website began operating in 2006, 1.3 billion Twitter accounts have been created. However, the number of active monthly users in 2019 was much lower: only 330 million.
Social media marketing is a form of digital marketing that involves creating and sharing content on different social media platforms in order to achieve marketing goals. Content needs to be curated so as to fit the format users of a particular network expect.
If you’ve carefully read our stats and facts about social media, you’ll understand the answer is yes. Business owners need to adapt to consumers’ habits. People spend more than two and a half hours each day on social networks. What this means for businesses is that their TV ads might no longer be as effective as they once were. If they want to get the word out about their products or services, they must reach out to consumers on a channel they now frequent.
Like any other business endeavor, social media marketing starts with a plan. Setting clear goals and outlining a plan of action will help you stay on track and will keep you motivated. Since this is too broad a subject to cover in just a few lines, we suggest you take a look at this comprehensive guide on Hootsuite. It gives detailed tips and explanations on how small businesses tackle social media marketing.
The importance of social media for small companies is undeniable. It’s how you grow from a small business into a well-established brand. Social networks give businesses a chance to connect with existing customers and an opportunity to grow that customer base. Word of mouth has nowadays been replaced by a like and share on social media platforms.
Ivana is a staff writer at SmallBizGenius. Her interests during office hours include writing about small businesses, start-ups, and retail. When the weekend comes, you can find her hiking in nature, hanging off of a cliff or dancing salsa.
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