Marketing is one of the most dynamic industries, continually developing as customer behavior changes. More than half of the world population uses social media nowadays, with the number exceeding four billion during the pandemic. Marketers are adapting their strategies, and it's essential to stay in the loop with the latest trends. That's why we've prepared these social media marketing statistics to help you understand how to get the best out of every platform.
Social Media Marketing Statistics (Editor's Choice)
- There are over 4 billion social media users worldwide.
- Consumers spend 15% of their time on social media platforms.
- Facebook is the most popular platform, with 2.7 billion users in 2020.
- TikTok is the fastest-growing social media platform.
- Facebook is the leading platform for marketers, with 94% using it.
- 277% more leads are generated on LinkedIn than on Facebook and Twitter.
- 71% of consumers with a good social media experience are likely to recommend the brand to others.
- Instagram has over 13 times higher engagement levels than Facebook.
General Social Media Stats & Facts
1. There are over 4 billion social media users worldwide.
Technology continues to play an essential role in many aspects of modern society. 53% of the total world population uses social media regularly. Data from October 2020 points to a stunning 4.14 billion unique social media platform users.
(We Are Social)
2. There are 6 types of social media platforms.
The categorization of social media platforms by their primary intention and services gives us 6 different types. Said types along with the examples for each are:
- Social networks (Facebook, Instagram, LinkedIn)
- Bookmarking sites (Pinterest, Flipboard)
- Social news (Reddit, Digg)
- Media sharing (YouTube, TikTok)
- Microblogging (Twitter, Tumblr)
- Blog comments & Forums (Blogger, Reddit)
We've mentioned Reddit twice to note that one platform can provide multiple types of services. Social media statistics worldwide further show some people also include other kinds of services as part of social media. These include social review sites (TripAdvisor, Goodreads), community blogs (Tumblr, Medium), and sharing economy networks (Airbnb, Kickstarter).
3. Consumers spend 15% of their time on social media platforms.
The COVID-19 pandemic prompted people to spend more time online, and stats show that an average user will dedicate 15% of their day to social media platforms. The percentage translates to approximately 2.5 hours daily.
(We Are Social)
4. The adoption rate for social media users accelerated by more than 12% in 2020.
Partly on account of lockdowns and social distancing around the world, close to 0.5 billion people started using social media platforms. Social media traffic stats show the adoption rate in a single year accelerated to 12.3% annually.
(We Are Social)
5. More than 40% of consumers use social media as a discovery engine.
The latest trends show that conducting specific research and browsing for products or services is one of social media's major uses. Consumers have acquired a taste for this kind of journey and are adopting a proactive approach to discovering new products and services. Statistics on social media marketing show 43% of social media users admit to using these platforms as a discovery engine.
(We are Social, Oberlo)
6. China has the largest number of social media users.
In 2020, China was still the most prominent social media market globally, with 926.84 million unique social media users. As mobile apps led to a steep increase in social network users, social media usage statistics by country show India was second with 349.97 million. The US had 223.03 million and claimed third place.
7. Most consumers use social media platforms on mobile devices.
As many as 99% of social media consumers worldwide report regularly accessing social media platforms from their mobile phones. That underscores how important it is for digital marketers targeting social media to focus on creating mobile-friendly content. Social media statistics reveal only 1 in 5 use their laptops and desktop computers for browsing through their feed. Some significant reasons were using mobile devices while in transport, late-night browsing, features available only in apps, etc.
(We Are Social, Kepios)
Platform-Specific Social Media Stats
8. Kazakhstan and Brunei have the most significant Instagram reach.
Even though Kazakhstan and Brunei are not in the top 10 by the number of users, Instagram's reach in those countries is stunning. Social media statistics worldwide show the two countries have 78.7% and 70.5% audience penetration levels, respectively. The US, India, Brazil, and Indonesia meanwhile are the top three countries with the largest number of Instagram users.
9. Facebook is still the world’s most popular social media platform, nearing 3 billion active users in 2020.
The latest social media usage statistics reveal that Facebook has the largest number of users. The number in late 2020 stood at 2.7 billion. YouTube ranked second with nearly 2.3 billion users, and WhatsApp followed with a little over 2 billion. Some other social networks and messaging platforms with over a billion users include Facebook Messenger, WeChat, and Instagram.
10. TikTok is the fastest-growing social media platform.
The app reached 500 million active users within three years following TikTok's launch in 2016, with 150 million based in China. The latest reports point to a 37.5% increase in TikTok user numbers, from half a billion in 2019 to 0.8 billion in 2020. Social media traffic statistics show global time spent on the platform grew 210% in 2020, while predictions for 2021 suggest the platform’s users will reach 1.2 billion by the end of the year.
(Social Media Today)
11. 98% of Pinterest users have tried out things they found on the platform.
Pinterest's visual nature makes it more engaging for users and a great marketing tool for brands. The latest Pinterest stats show that 77% of weekly Pinners, as the platform's users are known, have discovered a new brand or product. Social media marketing data also reveals 83% have made a purchase based on the platform's content.
(Business of Apps)
Social Media Marketing Statistics for Businesses
12. Facebook is the leading platform for marketers, with over 90% using it.
In the latest worldwide survey, Facebook won on account of having the most extensive reach, as 94% of social media marketing experts are using it. Social media marketing data reveal Instagram comes in second with 76% of marketers using it, and LinkedIn third with 59%. With an increase in the popularity of Instagram, more brands state to focus equally on Instagram and Facebook soon.
13. Most marketers cite immense exposure for their company as the prime benefit of social media.
More visibility and exposure and raising brand awareness are the most critical social media marketing factors for 90% of marketers. Social media sales statistics further show that raising brand awareness also results in a boost to your website traffic and an increase in your conversion rates. A successful marketing strategy means that your exposure results in better ROI.
14. 73% of marketers believe social media marketing is effective.
Fewer than 8% of marketers believe that social media marketing is “somewhat ineffective” or “very ineffective.” Another 19.1% are uncertain because calculating social media ROI is more complicated than other marketing channels. Social media marketing stats meanwhile show 77% of consumers are more likely to buy from a brand they follow on social media. Marketers are increasingly confident in social media marketing's benefits, with nearly 90% seeing it as very or somewhat important to their overall strategy.
(Oberlo, We Are Social)
15. Nearly 70% of social marketers see brand awareness as a priority in their strategy.
Social media marketing strategy can be focused on a variety of goals. Social media marketing facts show raising brand awareness is still a top priority for 69% of marketers. Increasing web traffic is in second place for 52%, followed by growing a brand's audience for 46%.
16. 50% of consumers follow brands on social media to learn about new products/services.
Research, which examined consumer expectations from brands on social media, showed that half of users want to learn about new products and services, closely followed by 48% who want to be entertained. For followers of brands they are already loyal to, the third place goes to staying up-to-date with company news (40%).
(Social Media Today)
17. Poor customer service is the primary reason consumers unfollow brands on social media.
Research on why consumers drop brands on social media points to poor customer service as the primary reason, with 56%. Social media statistics for business show sharing irrelevant content follows with 51%, while 43% of consumers claim they've seen one too many ads. Promotional posts meanwhile are an issue for 35% of users. That means your social media strategy should aim to engage your customers rather than just promote your brand.
(Social Media Today)
18. 277% more leads are generated on LinkedIn than on Facebook and Twitter.
LinkedIn is used for both B2B and B2C communication. The first advertisement on the platform was introduced in 2005, two years after it was established. Since the latest updates of targeting features in 2019, lead generation has exploded. The result is a 2.74% of visitor-to-lead conversion rate, compared to below 1% for both Facebook and Twitter.
19. 91% of B2B marketers use Facebook in their campaigns.
B2B social media statistics reveal social media isn't relevant for B2C communication only. B2B marketers use social media platforms regularly, even though their target audience is significantly smaller than is the case with B2C. 27% of B2B companies believe social media to be indispensable in their marketing campaigns. Social media marketing data shows Facebook is used by 91%, LinkedIn by 79%, and 70% report using Twitter for marketing.
20. Over 80% of executives check social media before making a purchasing decision.
Profiles on social media can tell a lot about a brand and its approach to customers. A robust social media strategy can highly increase your reach, brand awareness, conversion rates, and customer loyalty. Social media for business statistics reveal that 84% of executives use social media before making purchasing decisions.
21. LinkedIn is the most effective platform in lead generation for B2B.
A platform with half a billion users, LinkedIn accounts for 80% of lead generation for marketers. B2B marketers mostly use this network to deliver content and say it generates 50% of traffic to B2B websites. Social media marketing data shows that a whopping 91% of marketing executives also believe LinkedIn to be the platform for relevant leads and content.
22. 85% of businesses use third-party tools to manage their social media.
Managing your social media presence is a complex tax. It's not just about creating the strategy for your brand but implementing it correctly as well. There are no adverse effects on organic reach or impressions for your brand. Social media marketing facts reveal that 85% of businesses opt for third-party tools, such as HubSpot, Buffer, and Sprout Social.
(Social Media Today)
23. More than 70% of consumers with a pleasant social media experience are likely to recommend the brand to others.
Marketers don't just ensure better direct lead generation and conversion through social media. 71% of satisfied customers are likely to recommend strongly performing brands to the people in their network, amplifying the effect of social media marketing efforts.
24. 60% of marketing professionals identify measuring ROI as one of their most significant social media marketing challenges.
Social media marketing ROI statistics show that only 20.3% of marketers think they can quantify the impact of social media marketing. The conventional method of calculating ROI purely in terms of profit vs. investment doesn't provide the full picture of social media marketing benefits.
(eConsultancy, Lyfe Marketing)
25. After following a brand on social media, 87% of consumers report visiting its website or app.
Social media marketing stats demonstrate that investing in building a strong social media presence positively affects online traffic. That said, it's not just online traffic that improves through social media marketing. 78% of consumers also report visiting a brand's physical store (if it exists) after following it on social media. That means that even if a brand doesn't rely on online sales, it still makes sense to invest in social media.
26. 71% of people complaining to a brand on Twitter expect a response within an hour.
Your brand's marketing strategy must also account for customer service. Social media marketing statistics show Twitter users will unfollow a brand if the team ignores their complaints on account of poor customer service. Friendliness can pay off; 96% of users who had a positive experience and a brand responded would buy from it again. Social media marketing data analysis shows over 80% would recommend it to others.
27. Instagram shopping posts have increased traffic for brands by as much as 2,600%.
Instagram has introduced direct shopping for brands, letting users purchase products directly through them. A feature called Instagram Checkout allows users to complete the entire purchase process without stepping away from the platform. According to social media marketing stats, this blending of social media and ecommerce is already being used by over 130 million consumers monthly.
28. Engagement rates for influencer marketing are the highest on Instagram.
The top rates for engagement of consumers on Instagram are over 11 times higher than for Facebook posts. For Instagram, research points to 1.67% per post, compared to only 0.15% on Facebook. Twitter has the lowest engagement rate, with only 0.043%.
29. Just under 80% of brands use influencer marketing on Instagram, according to social media marketing facts.
While influencers will often use several social media platforms, Instagram takes the cake as the most popular, with 79% of influencer campaigns targeting their Instagram followers. Facebook is next with 46%, and YouTube is third on the list with 36%. Influencer marketing is reported as the least popular on Twitter and LinkedIn, with 24% and 12%.
Social Media Advertising Statistics
30. Social media advertising revenue projections for 2023 show a CAGR of 29.12%, reaching $221.01 billion.
The report on the global market estimates an amount of $102.66 billion in 2020. That was growth at 18.8% CAGR compared to 2019 when total revenue was $86.41 billion. Social distancing and other pandemic-related factors influenced an increase in digital content consumption. The latest social media advertising statistics point to the adoption of VR and AR features in advertisements on social media.
31. US social network ad spending is forecast to reach $48.94 billion in 2021.
In 2020, the total number for social media ad spending was $40.34 billion. The year was marked by the polarized groups in the US election race and the racial justice movement posts. Social media marketing growth for ads for 2021 sees an increase to $48.94 billion. The election campaign may be over, but variable industries previously on pause due to the pandemic will level up the playing field.
32. Facebook’s 2021 ad revenue will be almost $95 billion.
The company’s 2018 ad revenue was just above $55 billion. Marketers are embracing Facebook for both B2B and B2C interactions, and customers seem to love it. Social media advertising stats show the forecast ad revenue for 2021 is $94.69 billion, implying a 42% growth over 3 years. 12.9% of the total ad spending in 2020 went to Facebook.
33. 86% of Twitter’s revenue comes from paid ads.
The company reported over $808 million in ad revenue for the first three quarters of 2020. When deducted from the total revenue in the same period, we can see that it accounts for 86% of the overall amount. The pandemic further boosted adoption rates of different platforms among marketers, and Twitter reports a 15.1% increase compared to 2019. Selling promoted products to specifically targeted accounts is how the company makes money.
34. Snapchat’s ad revenue mostly comes from paid ads.
This app heavily relies on marketing and paid ads. That’s a big part of virtually every social media, but Snapchat’s dominating here. 98% in 2019 and even 99% in 2020 of its total revenue came from paid advertising. Snap’s product, Spectacles, accounted for an insignificant part of income, 1% and 2% in 2019 and 2020, respectively. Social media ads statistics show that just over two-thirds of the company’s revenue (67%), originated in the US.
35. Snapchat’s revenue from the first 3Qs of 2020 was over $1.5 billion.
The company reported $679 million in revenue in Q3 alone. Compared to the same period in 2019, that’s a 52% growth. Users are responding to short-term content such as Snaps and are likely to make impulse decisions based on it. So once again, Snapchat’s ad revenue continues to exceed the previous year’s total.
36. Two million advertisers are on Instagram.
If your advertising campaign doesn’t include Instagram, stats on social media marketing and advertising show that you’re missing out on too many valuable opportunities. Younger generations just love it, and over a billion people are on the platform. The engagement levels are stunning, the highest of all social media and 22% higher than on Facebook. Marketing analysts also compared the audience size of the 50 largest brands on Facebook and Instagram, and the results show a 35% larger audience on the latter.
(Business of Apps)
37. In 2020, Instagram had almost $14 billion in ad revenue.
Instagram’s role in 21st-century popular culture is essential. The Facebook-owned company is shaping the way we communicate and Stories seem to be what was missing on social media. The annual revenue of Instagram ads grew steadily in 2019, to $9.45 billion. In 2020, the number increased to $13.86 billion.
The Latest Trends in Social Media Marketing
38. Social media marketing stats point to chatbots as the latest rising trend in the industry.
Integrating AI as a part of the marketing strategy continues the trend of the customer-centric approach. 69% of customers said they prefer chatbots to agents. The principal reasons are direct and instant reply, along with the convenience of 24/7 customer service. For businesses, chatbots mean reduced operational costs, increased lead generation, engagement levels, and conversion rates.
(Digital Agency Network)
39. There are 6 levels of chat marketing.
As social media marketing strategies develop over time, the importance of chatbots is increasingly on the rise. Marketing automation is a large part of the Fourth Industrial Revolution, and users respond positively. Statistics about social media marketing point to 6 different chat levels. From the simplest to the most complex, the list goes:
- Autoresponder strategy
- Notification strategy
- Funnel strategy
- Contextual funnel strategy
- AI-powered strategy
- Omnichannel strategy
(Social Media Examiner)
40. There are 3 critical metrics for monitoring the effectiveness of Facebook marketing.
When it comes to evaluating your Facebook ads, social media statistics for businesses show where your focus should be. Said metrics include:
- CTR (link click-through rate)
- CRM (cost per 1,000 impressions)
- Landing page conversion rate
Effective Facebook ads should have a CTR above 1% and a CRM lower than $40 on average. Price can significantly vary in both directions, depending on your target groups, but many marketers believe above $42 for CRM implies that Facebook treats your ads as suspicious.
(Social Media Examiner)
41. Instagram has over 13 times higher engagement levels than Facebook.
Businesses worldwide are reacting to Instagram's rising popularity, as 90% of top brands have an account. Social media marketing statistics reveal that the visual nature of the platform increases engagement levels in users. The latest studies show a 1.22% median engagement rate for Instagram across all industries, decreasing from 1.6% in 2019. Facebook, on the other hand, stagnates at 0.09%. For Twitter, the median is 0.045%.
42. Video in all forms is set to prevail as a marketing trend in 2021.
Video has been one of the most engaging and popular forms of marketing for a while now. The growing popularity of platforms such as YouTube, TikTok, live videos, and stories on Instagram and Facebook only confirms this is the way for marketers. Predictions for 2022 reveal a whopping 82% of online content will be video. Short videos dominate across all platforms except YouTube. Social media marketing stats show that 73% of videos in 2020 were shorter than 2 minutes.
(Influencer Marketing Hub)
43. The video streaming market size was estimated at $50 billion in 2020.
Video streaming services turned out to be the best alternative for live events during lockdowns. The market skyrocketed and was estimated at $50 billion at the end of 2020. Various industries saw benefits of live streaming, and currently, the estimated value of the market is over $59 billion. Some of the most popular types of streams were:
- Concerts, music performances
- Sport events
- Theater performances
- Online tours
- Educational lectures
(Grand View Research)
44. The influencer marketing industry is projected to grow at a 26.8% CAGR.
The latest marketing trends include bigger budgets for influencer marketing. The total global market is estimated to grow at a CAGR of stunning 26.8% until 2025. In 2020, the industry grew to almost $10 billion. Social media marketing statistics project the market to reach $23.5 billion in 2025. Fashion and beauty products still dominate the sector.
(PR Newswire, Influencer Marketing Hub)
Relevant Social Media Demographics That Matter
45. Facebook is the most popular platform for adults.
Creating a powerful marketing strategy must be based on an exploration of the market and your target audience. Precision in obtaining relevant data on the two will determine every aspect of your campaigns. Only for Gen Z, other platforms prevail on the most popular list. Social media statistics by age show over 70% of adults have a Facebook profile, and 74% of those visit the site at least once a day. As for Gen Z, Snapchat, Instagram, and TikTok are more popular.
46. Just over 80% of baby boomers have a social media account.
The generation of baby boomers prefers Facebook and LinkedIn. 82% of those who use the internet also have at least one account on social media. YouTube is also among their favorites. The adoption rates are increasing, but as they are digital immigrants, reluctance to embrace is based on their lack of technical proficiency. Social media usage statistics show boomers are less likely to use other social networks and 19% more likely to share content.
47. Facebook is the favorite social medium for Gen X.
There is a distinction in user behavior of Gen X and other age categories, as they are not as likely to share on social media. Research shows that only 24% of this generation share content. They spend close to 7 hours on social media weekly. They have different social media usage habits, but overall prefer the same platforms as boomers, so Facebook and YouTube are dominant.
(Social Media Today)
48. 84% of millennials reported making a purchase based on UGC.
User-generated content is one of the most powerful marketing strategies and refers to reviews of brands by consumers. Social media marketing statistics point to 55% of consumers of all ages trust UGC over other marketing forms. The percentage is the highest with millennials — a staggering 84%.
49. YouTube accounts for 67% of online video consumption for millennials.
YouTube is a top-rated platform for all age groups because of the diversity of content. 85% of people 18-64 years old regularly use it. For millennials, video content from YouTube makes 67% of all their online video consumption.
(We Are Social)
How many businesses use social media?
The latest data shows over 50% of businesses worldwide are using social media to increase their virtual presence. Social media usage statistics by country reveal that 63% of businesses in Australia used social media in 2020. An estimate for large businesses using social media in the US is at 91.9%.
How much of marketing is social media?
There is no right answer here, as it varies across industries based on target audiences, products, services, cash flows, and ultimately, goals. Out of the marketing budget total, half is spent on digital marketing. The average spending on social media marketing is 10%-20% of total digital marketing budgets.
What percentage of sales come from social media?
We can't point to an exact number, but we can tell you 78% of salespeople who use social media outsell their peers who don't. Social media marketing industry facts reveal 90% of top salespeople use social selling tools. Companies with social selling processes are 40% more likely to achieve their revenue goals.
What is the fastest-growing social media?
Even though Instagram grew at stunning rates because of stories, the latest data shows TikTok dethroned it as the fastest-growing social media. The app was launched in 2016 and reached 0.8 billion users in 2020.
What percentage of the world uses social media?
Social media statistics point to a stunning 53% of the world population regularly using social media. The 2020 pandemic accelerated the adoption rates, and since then, over half of the world population uses various platforms.
Which country uses social media the most?
With 926.8 million social network users, China was the most prominent social media market as of 2020. India was in second place with 350 million, and the US third, with 223 million. Indonesia was fourth and is predicted to take over the US by 2025.
How many marketers use social media?
Marketers all over the world understand the importance and opportunities social media allow. Social media marketing statistics point to 90%-97% of marketers using social media as an essential part of their strategy.
- The Drum
- Social Media Today
- Business of Apps
- We Are Social
- Digital Agency Network
- Social Media Examiner
- The Shelf
- Social Media Today
- Social Media Today
- Target Internet
- Social Media Today
- Post Beyond
- Rival IQ
- PR Newswire
- Business Insider
- Rival IQ
- Sprout Social
- Influencer Marketing Hub
- Marketer's Braintrust
- Influencer Marketing Hub
- Grand View Research
- Yellow Social Media
- Big Commerce
- Twitter Blog
- Globe Newswire
- Lyfe Marketing