Social Media Marketing Facts 2017

Our compilation of the latest social media statistics of consumer adoption and usage of social networking platforms

Social networks have transformed marketing and, as this postal service shows, their popularity is nevertheless growing in our latest global social media statistics inquiry summary for 2022.

Networks vary in popularity with different demographics and they're withal evolving. Enquiry by Global WebIndex that nosotros reference in this article shows that globally,

58.4% of the world'south population uses social media. The average daily usage is 2 hours and 27 minutes(January 2022).

We'll continue this post updated during 2022 every bit the latest statistics are published drawing on our recommended elevation 10 digital marketing statistics sources. We'll be pointing to new data on the popularity of social media from Global Web Alphabetize (worldwide), Pew Internet Surveys (The states) and OfCom (United kingdom), and most recently the Datareportal January 2022 global overview.

This post will apply the latest reports to our answers in 7 cardinal areas crucial to understanding consumer use of social networks:

• Q1. What is the overall popularity of social media compared to internet use globally?
• Q2. Which are the most popular social networks by demographics (age and gender)?
• Q3. Which are the fastest-growing social networks?
• Q4. How do social users interact with brands when selecting products and services?
• Q5. What are the different engagement metrics based on consumer behavior when using social media?
• Q6. How exercise consumers interact with unlike postal service formats in social media?
• Q7. What are the nigh popular times for consumers to use social media suggesting the best times to post?

Q1. What is the overall popularity of social media compared to cyberspace use globally?

Datareportal regularly updates its massive global compendium of social media statistics, which gives some great insights into the world of social media. It'due south a great download for including slides for your presentations. It'southward particularly interesting how far some countries are diverging in terms of social media utilize, and surprising that Western Countries are lagging a fair way behind in adoption rates.

Some of the primal takeaways from their Jan 2022 global overview are:

• More than half of the worldnow uses social media (58.4%)
• iv.62 billion people effectually the world now use social media, 424 million new users have come online within the last 12 months
• The average daily time spent using social media is 2h 27m.

The full report from Datareportal contains a huge amount of insight collated from different data providers across 200+ slides. It provides country-specific information for the vast majority of the world, so you lot might want to check out the slides of the countries in your cadre markets to become a meliorate thought of the current state of social in the areas you lot operate. In this post, nosotros focus on the social media data which starts at slide 78 in the report.

This chart, by Datareportal, summarises the importance and growth of social media.

A summary of global social media users around the world

When comparison the most popular social networks information technology'south best to review them by active account usage, not merely the number of user accounts.

This chart shows the full number of Internet users showing that whilst 61.8% of the globe's population are internet users, 4.two% are still not active social media users, which suggests opportunities for futurity growth.

2022 assay of regional apply of social media shows the broad variation inactive social media penetration reaching 69% in East asia, 82% in North America, 79% in Southern America and 85 and 84% in Northern and Western Europe respectively. This falls to 45% in South asia, sixteen% in Western Africa and viii% in Centre Africa.

Pandemic marketing update

In addition to business as usual questions, a special report by Datareportal in July 2020, examines changes in social media usage during the beginning of the COVID-nineteen lockdown menstruum. Notably a monumental increase in online and digital activities.

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Q2. Which are the most popular social networks by demographics (age and gender)?

The best source for the nearly pop social media platforms statistics is direct from company statements and earning announcements.

This compilation shows the importance of messenger applications like WhatsApp, Facebook Messenger and WeChat. It besides highlights the rapid growth of Tiktok to go one of the main social networks.

Note that Reddit, which is not discussed every bit much every bit Twitter has more monthly active users than Twitter and Quora. It has expanded its advertising programs recently and can be useful for reaching audiences and discussing activities such every bit gaming.

What does this mean for your social media marketing strategy? We've got templates and tools to support y'all and your marketing team to reach and convert more customers on social media. Utilise a data-driven approach to create a winning marketing strategy.

Global Facebook demographics

Since information technology is still the peak domestic dog, I'll share the Facebook demographics from Sprout Social Media's 2022 written report. But you can get this breakdown for each aqueduct and more in the written report.

Equally nosotros can come across, from the Facebook information, the biggest demographic on Facebook is males anile 25-34. For females as well this age range represents the largest user pool.

United States Social network popularity

The Pew Research Center news usage research is a very stiff recent source showing United states social media statistics trends in usage for news. Interestingly the number who 'often' get news from social media is down in 2021, but still, nearly half of those surveyed use social media to get news frequently or sometimes.

More interestingly, the  stats breakdown beneath shows which social media channels are used by which genders, ages, education level, race, and political affiliations. For example, Facebook is a regular source of news to well-nigh double the amount of women to men. Nearly two thirds of Snapchat's regular news consumers are aged 18-29.

The 2021 Children and parents: media use and attitudes study published by OfCom (Uk) is interesting if your business is involved in marketing to children or youth markets or you desire to empathise hereafter developed use of social media. Notably, 44% of 8-11 year olds utilise social media apps/sites, swiftly increasing to 87% of 12-fifteen year olds.

Here'due south a snapshot of two of the four age groups featured.

Q3. Which are the fast-growing social networks?

Every marketer has limited fourth dimension for social media marketing, so which fastest growing social network should y'all focus your efforts on?

With the 'Rise of Social media' interactive tool from 'Our Globe in Data' y'all can come across the growth of the main networks:

Q4. How do social users interact with brands when selecting products and services?

One of the challenges of social media marketing is that by its nature, social media are peer-to-peer, involving conversations betwixt friends, families and colleagues. Given this, brands must be sensitive to how they employ social media.

The inquiry from GlobalWebIndex in their social media trends 2021 study shows how/why visitors utilise different social media services. Instagram, Pinterest, Linkedin, Reddit and Twitter users all written report 'follow/notice information almost products/brands' in their top 3 motivations.

Q5. What are the benchmarks for different platforms engagement rates?

Betwixt Oct - December 2020, digital consumers spent an average of 2 hours and 22 minutes per day on social networks and messaging apps according to Global Web Index. This constituted a slight subtract YOY - a trend that began in 2018 only to be interrupted by the Pandemic.

Latin America scored the highest social media usage in 2020, the meridian of which, during the pandemic, saw a daily average of 3 hours 38 minutes on social media.

GWI explains that the growth in social media utilize is partly due tomulti-networking which is a response to the widening option of platform and it's also being caused past a caste of specialization, where some users are turning to item platforms to carry out certain types of networking behaviors such as Twitch, Pinterest, and TikTok.

What does this mean for your social media marketing strategy? Savvy Smart Insights members are utilizing our marketing preparation to master digital channels, whilst integrating their planning and marketing strategy. We've got marketing solutions to support you with your paid, owned and earned media and more. Get started today.

Appointment past social network

Social media statistics benchmarking tool Rival IQ produces these useful sector-by-sector benchmarks of social media engagement metrics including:

• Posts per day
• Posts per calendar week
• Engagement rate
• Pinnacle hashtags by appointment rate

These include useful sector benchmarks for Facebook, Instagram, and Twitter yous tin compare against. Here is a sample of the insights from their 2021 report.

Facebook appointment rates

Typically, on Facebook, each post has engagement rates below 0.2%. Typically about businesses accept fewer than two posts per day.

Instagram appointment rates

Engagement rates are significantly college on Instagram compared to Facebook, but in that location tend to exist fewer posts per twenty-four hours.

Every bit might be expected, the Way sector has some of the highest date rates and post frequency.

Social media statistics covered in this benchmark include Alcohol, Manner, Food & Beverage, Health & Beauty, Higher Ed, Domicile Decor, Hotels & Resorts, Influencers, Media, Nonprofits, Retail and Sports Teams.

Q6. How do consumers interact with different mail formats in social media?

Marketers know intuitively that the right type of visuals and videos are more than effective in gaining engagement.

This is supported past observed interaction rates. According to LinkedIn, Images typically result in a 2x higher comment charge per unit and Video gets 5x more engagement on LinkedIn, Live Video gets 24x more.

This is as well supported by this information from this Social Bakers social media trends report:

Videos longer than a minute achieved the highest median interactions and
median reach on Facebook, according to Socialbakers data.

In 2020, the median reach for very long videos (longer than five minutes)
was around 9,700, which was 44.8% more than than long videos.

In fact, for both reach and interactions, there was a correlation that showed
the longer a video was, the further it reached and the more interactions it
received.

Socialbakers' metrics for video length are very brusk (less than eleven.882
seconds), short (more than than 11.882 and less than 24.362 seconds), medium
(more than than 24.362 and less than 61.248 seconds), long (more 61.248
seconds and less than five minutes), and very long (more than five
minutes).

Q7. What are the most popular times for consumers to apply social media suggesting the best times to mail service?

Testing different frequency of updates and timing is another aspect of social media optimization based on consumer behaviour.

Each network tends to have a 'sweet spot' for frequency based on their algorithms. Information technology used to exist beneficial to post several times a solar day on Facebook for many brands, but with decrease organic accomplish, a unmarried update tends to be more effective. We find a higher frequency on LinkedIn or Twitter tends to be more than effective.

Sprout Social's 2022 social media strategy architect compares the best times to post on social media. Compare these to your patterns of posting and consider how you could post differently.

Each network tends to have a 'sweet spot' for frequency based on their algorithm and the most mutual times for consumer usage. Information technology used to be beneficial to post several times a day on Facebook for many brands, but with decreased organic reach, a single update tends to be more effective.

We find a higher frequency on LinkedIn or Twitter tends to be more than effective. The results from Instagram and Facebook evidence a clear preference for around wed at midday, so you should consider this when scheduling your mail service updates.

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