Advertising On Social Media Facts – Social networks have transformed marketing and, as this post shows, their popularity is still growing in our latest global social media statistics research summary for 2023.
Networks vary in popularity with different demographics and are still evolving. The Global Web Index research we cite in this article shows that globally,
Advertising On Social Media Facts
59% of the world’s population uses social media. Average daily usage is 2 hours and 31 minutes (January 2023).
Social Media Statistics Marketers Need In 2023
We will continue to update this post throughout 2023 as the latest statistics are published on our recommended top 10 digital marketing statistics sources. We’ll point to new data on social media popularity from the Global Web Index (worldwide), Pew Internet Surveys (US) and OfCom (UK), and most recently Datareporter’s January 2023 global overview.
This post will apply the latest reports to our answers in 7 key areas important to understanding users’ use of social networks.
Now more than ever, marketers need to make smart decisions when planning their digital distribution channels. Therefore, reviewing the latest social media prevalence and usage statistics is an important part of any company’s digital marketing strategy.
If you’re looking for a new data-driven approach to planning your digital marketing strategy, why not download our free RACE Growth System template?
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Datareportal regularly updates its massive global collection of social media statistics, providing some of the best insights into the world of social media. This is a great download for adding slides to your presentations.
According to Datareportal’s January 2023 global overview, we can see that the growth of social media has continued to increase:
Datareportal’s full report contains a large amount of insights gathered from various data providers in 200+ slides. It provides country-specific data for the majority of the world, so you might want to look at the country slides in your core markets to get a better idea of the current state of social in those areas. In this post, we focus on social media data starting on slide 160 in the report.
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In addition to business as usual, a special report from Datareportal in July 2020 examines changes in social media usage during the start of the COVID-19 lockdown period. Significant increase in online and digital activities.
This growth followed a few years where growth seemed to slow down, attributed to changes in consumer behavior due to the lockdown. However, with growth continuing into 2023, there may be more to do than the initial trends of the lockdown.
The best way to get statistics on the major social media platforms is directly from company statements and earnings announcements.
Notably, 3 of the top 4 social media platforms are owned by Meta. Facebook is the most used platform overall – but as marketers, we know it’s important to consider different usage trends for different demographics, as we’ll see below.
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TikTok’s rapid growth in 2021 (resulting in 142% YOY growth) ranked the sixth most used platform for the first time in July 2022. The same is true in January 2023.
With Elon Musk’s proposed acquisition of Twitter we can expect changes to the platform including how Twitter governs/empowers freedom of expression for users and businesses.
So, what does this mean for your social media marketing strategy? Clearly, there are many opportunities to reach, interact with, convert and engage social media users, each with different characteristics.
Don’t forget you can use our free RACE Growth System template to identify digital preferences to your identified target markets in targeted social media marketing through your favorite social media channels. You can learn more about the biggest social media channels in the breakdown below:
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Since it’s still top dog, I’ll share Facebook demographics from Sprout Social Media’s 2022 report. But you can get this breakdown for each channel and further in the report. This report was last updated in March 2022.
As we can see, from the Facebook data, the largest demographic on Facebook is males aged 25-34. This age range also represents the largest user pool for women.
The Pew Research Center News Consumption Survey is a very robust recent source that shows statistical trends in US social media consumption. Interestingly, nearly half of those surveyed in 2021 used social media to get news often or sometimes.
More interestingly, the statistical breakdown below shows which social media channels are used by gender, age, education level, ethnicity and political affiliation. For example, Facebook is a regular source of news that almost doubles the number of women compared to men. About two-thirds of Snapchat’s regular news users are 18-29 years old.
Social Media Users In Kenya (2020 Statistics)
The 2021 Children and Parents: Media Use and Attitudes report published by Ofcom (UK) is of interest if your business is involved in marketing to children or young people or you want to understand the future of adult use of social media. Specifically, 44% of 8-11 year olds use social media apps/sites, which quickly increases to 87% of 12-15 year olds.
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Every marketer has a limited amount of time for social media marketing, so you should focus your efforts on which of the fastest growing social networks?
The fastest-growing social media network in 2021 was TikTok, which grew 18.3% YOY, up from 87.1% in 2020, as measured by US Social Network User Growth.
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With the ‘Rise of Social Media’ interactive tool from ‘Our World in Data’ you can see the growth of mainstream networks between 2004 (when Myspace became the first platform to reach 1 million users) to the end of 2019.
The number of social media users globally increased from 4.2 billion in January 2021 to 4.62 billion in January 2022. This is a 10.1% increase in global social media usage. In comparison, January 2023 saw a modest increase of 3% to +137 million users.
This chart shows the total number of internet users as of January 2023. While 64.4% of the world’s population are internet users, 5% of them are still not active social media users.
Social media platforms today are evolving and evolving to meet a wide variety of consumer wants and needs. Certainly the value that social media use can add to consumers’ lives is clearer than ever – social media marketers can take advantage of this.
Are You Addicted To Social Media?
As you can see, the makeup of our international social media users is varied. This useful infographic shows the share of global social media users – with East Asia representing 27.7% of global social media users.
One of the challenges of social media marketing is that by its very nature, social media is peer-to-peer, involving interactions between friends, family, and colleagues. Given this, brands should be sensitive to how they use social media.
Research from Global Web Index in their Social Media Trends 2021 report reveals how/why visitors use different social media services. Users of Instagram, Pinterest, Linkedin, Reddit and Twitter all report ‘following/seeking information about products/brands’ in their top 3 motivations.
Our new Organic Social Media Learning Path modules (released May 2022) are dedicated to helping marketers optimize their organic Instagram marketing with a strategic approach, integrated into the marketing funnel.
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Our bite-sized modules contain tools and templates that help you solve the systematic business problem of using social media platforms to create standalone posts rather than planning a strategy.
This example project, taken from our Facebook module, shows how a joined-up approach can strengthen each stage of the funnel, reaching, executing, converting, and engaging with the RACE framework. Is.
Social media statistics benchmarking tool Rival IQ produces this useful sector-by-sector benchmark of social media engagement metrics including:
They include useful sector benchmarks for Facebook, Instagram, and Twitter that you can compare. Here’s a sampling of insights from their 2022 report.
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The 2021 average engagement rate per post (via follower) on Facebook across all industries is 0.064%. Sports teams see the most engagement, garnering an average of 0.27%, followed by influencers at 0.23% and higher education at 0.15%.
At the lower end of the spectrum, health and beauty, and tech and software averaged 0.02% engagement rates.
Instagram has a significantly higher engagement rate than Facebook. As you can see the 2021 average median engagement rate per post (in terms of followers) is more than 10x, despite the nearly 30% drop in engagement on Instagram between 2021-2020.
This observation is supported by interaction rates. According to LinkedIn, images typically result in 2x higher comment rates and video gets 5x more engagement on LinkedIn, live video gets 24x more.
Video Advertising On Social Media Is Crucial For Small Businesses
According to data from Social Bakers, videos longer than one minute get the most average interactions and average reach on Facebook.
In fact, for both reach and interaction, there was a correlation showing that the longer the video, the more reach it received and the more interactions it received.
Social Bakers has metrics for video length.
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