Every digital marketer knows that social media is constantly evolving. Every month, there are new tools, platforms, and features being developed which completely change the way we use and view social media. It can get overwhelming. This is what makes it such a challenge – keeping up with one of the most rapidly changing fields of technology. Learning won't simply cut it. We need to be flexible so we can easily adapt to emerging trends.
So, how do we stay ahead of the curve? How can we work smarter? How can we be strategic with the social media channels we use?
We know that change can be frustrating, but it doesn't have to be. We need to embrace the challenges so we know how to capitalize on them. We should make use of social media statistics and incorporate social media management tools in our marketing strategy.
Before we get to the social media statistics, here's an updated number of active users as of August 2017 on the most popular social media network sites worldwide:
Facebook: 2.47 billion users
YouTube: 1.5 billion users
Messenger: 1.2 billion users
Instagram: 800 million users
Tumblr: 357 million users
Twitter: 328 million users
Skype: 300 million users
Pinterest: 175 million users
LinkedIn: 106 million users
11 Social Media Statistics Every Marketer Should Be Aware Of:
1. Adults ranging from 18 to 34 years old are most likely to use social media when following brands that they support and love. (Source: MarketingSherpa)
When creating social media campaigns, think about what will generate the most clicks and engagement from this demographic. And since older generations are less likely to use social media, you can think of ways how you can encourage them to follow you online.
2. Customers are likely to spend 21% more if they receive good customer service via social media. (Source: Ambassador)
This suggests that if you have an engaged workforce or a great support team that can quickly resolve customer issues, your business has the potential to turn those complaints into future revenue.
3. Consumers would rather or prefer to contact a company 33% through social media than by telephone. (Source: Ambassador)
If you have the budget, it's good to hire a dedicated team to manage your social media accounts and answer customer messages. However, if you don't have the luxury to do so, it’s highly recommended to look for a social media management platform that can automate these tasks for you. This will also make your brand easily accessible by customers.
4. More than half of the world’s web traffic now comes from mobile phones and one in five of the world’s population shopped online in the past 30 days. (Source: We Are Social)
Consumers expect a seamless experience when making transactions online via mobile hence it's important to optimize your website for mobile users. You should also launch mobile-specific advertisements as it yields the highest click-through rates.
5. 80% of consumers are likely to purchase an item based on suggestions made by their friends and family. (Source: Forbes)
Invest in brand advocates and create an advocacy program with them (check out this blog we wrote on How To Set Up A Social Media Advocacy Program). These are influencers who love to talk and are probably already talking about your brand without an incentive. They are also consumers who love connecting to people with others of similar interests. Since they are more likely to seen as a source of reliable information, they can influence the opinions and purchases of their friends and family.
6. YouTube has better reach than any other cable networks in the U.S. for audiences aged 18 to 34 years old. (Source: Jeff Bullas)
If you are launching a video campaign, it’s best to upload it on YouTube. According to Jeff Bullas, you will have more luck reaching your desired market through YouTube especially if you are targeting people aged 18 to 34 years old living in the U.S. Social media marketers utilize YouTube’s wide user base because they know they could potentially reach thousands or even millions of viewers with their video.
7. LinkedIn has a lower user activity rate than Pinterest, Google+, Twitter and Facebook despite the increase of users joining the social network. (Source: Fast Company)
Although LinkedIn continues to grow every second, it would be wise to put your focus and invest your marketing efforts on platforms where your audience is most active and engaged. This doesn’t necessarily mean you should not have your own company page on LinkedIn. You still need to build your social media presence online.
8. Instagram now has 800 million users and 500 million daily active users. It was also mentioned that it now has 2 million advertisers on the platform. (Source: Tech Crunch)
This statistic encourages every brand to invest more on Instagram than on Facebook. With 500 million active users and a 70% higher engagement rate than Facebook’s, there is clearly a huge marketing potential on the platform. So, if you want to achieve good organic engagement, you must post consistently, do cross-promotions and add hashtags on your captions to boost discoverability and visibility.
9. Facebook’s highest traffic occurs during mid-week between 1 to 3 in the afternoon and a post will get more clicks on average when posted around 7 pm. (Source: Zephoria)
Have a consistent posting schedule with the help of a social media scheduling tool. You can effortlessly plan, organize and manage your social content and campaigns the way you want as it gives you full control of the publishing interface. You can set your publication time across social media networks and never run out of things to say.
10. Twitter hashtags had no effect on engagement rates. In fact, tweets without hashtags outperformed tweets with hashtags. (Source: Adweek)
A study by Locowise revealed that adding hashtags in tweets had no effect in engagement, hence the importance of quality in content. It’s better to focus on what you put out there for your audience rather than looking for hashtags to boost your visibility on the platform.
11. Pinterest users are predominantly female and 30% of all U.S. social media users are using Pinterest to market their brand or business. (Source: Omnicore)
Pinterest has demonstrated the power of visual content when it comes to influencing people on their buying or purchasing decisions. According to Millward Brown Digital, 87% of users confirmed that Pinterest engagement has helped them decide what to purchase.
While Facebook is still the leading social media network online, it's good to know the numbers and statistics of other social media platforms and what they can do for your marketing campaigns. Take some time in examining these numbers to learn how you can harness the power of these social networks to its fullest potential.