This year we’ve heard a lot of chatter about how Account-based marketing is blowing up—and how inbound marketing hasn’t delivered the results that it promised. Because of this, agile marketing teams are looking for ways to leverage what works in social media, and what doesn’t. Unfortunately, none of us has enough hours in the day to conduct all of the first-hand marketing data research and analysis that it would take to build a great ABM AND justify it internally. And this is where posts like this one that pulls together useful social media statistics can really support your efforts.
As a fellow marketeer, you have more than ample opportunity to learn about new features and updates announced by top social networks on their official blogs or simply set up Google alerts to keep up with what’s cooking. It is no doubt helpful to understand from, say Twitter’s internal research, about user engagement statistics, such as the factors that fuel a tweet’s engagement or what makes the perfect Twitter hashtag. And there are of course, authoritative technology and marketing news websites that bring you breaking news and audience research, such as this one on how Facebook Stories for Pages is coming along.
Whether you’re using free social media tools or forking over a small fortune for a more comprehensive marketing automation solution, it helps to stay on top of what’s happening by combining your in-house competitor research and insights from social media analytics, with a broader view of the goings-on from other sources.
And if you’re using social media for public relations or branding, you have access to everything from online marketing resources to data from digital marketing agencies, you can drive tremendous value in sales and marketing. This understanding can give you an idea about how your audience’s expectations from brand interactions on social media have evolved and the trends that could dominate in the near future.
For instance, Instagram Stories is a big hit and has an estimated 300 million users, more than that of Snapchat, who were the first to introduce stories as a concept. If you had jumped on the Stories bandwagon early, you could have driven higher audience engagement and greater traffic to your website in 2017.
In the spirit of staying aware and brainstorming social media strategies in the coming year, here’s a look at 50 mind-blowing statistics.
2. User-generated data generates 6.9 times the engagement of brand created data.
3. The most effective ad titles on Facebook have an ad title length of four words and a link description comprising 15 words.
5. People are 1.5 times more likely to view a Facebook video on their smartphone than on their desktop.
6. Live broadcasts account for one in five Facebook videos.
7. Videos have the highest engagement rate on Facebook.
8. 93% of social media advertisers leverage Facebook ads.
9. 83% of Facebook users worldwide are under the age of 45.
10. People consume content in News Feed faster on mobile than on desktop.
11. In 2019, the micro-blogging network is expected to reach 275 million monthly active users worldwide.
12. 80% of Twitter users access the network on a mobile device.
13. 81% of millennials check Twitter at least once per day.
14. 7 out of 10 Twitter users expect to receive a response from the brand they engage on the platform.
15. 25% of Twitter ad budgets are allocated to mobile.
16. 47% of people who follow a brand on Twitter are likely to visit the company’s website.
17. 66% of Twitter users have discovered a new small- or medium-sized business on Twitter.
18. 79% of Twitter users have retweeted a small or medium business.
19. Twitter drove higher usage with its redesign and new topic modules in the Explorer tab. The company is on a quest to deliver a more relevant, personalized experience.
20. Twitter’s doubling of the character limit to 280 has the potential to improve user experience and engagement while allowing for more creative content.
21. The photo-sharing service has over 800 monthly active users.
22. Video content on Instagram is viewed five times longer than static content.
23. One in five organic Stories gets a direct message.
24. 80% of users follow at least one business on the app.
25. 60% of users say they use Instagram as a tool to learn about a product or a business.
26. Posts with a location earn 79% more engagement.
27. 65% of top-performing Instagram posts feature products.
28. User-generated photos have a 4.5% higher conversion rate, which increases to 9.6% once they have interacted with the photo.
29. The average number of followers for a brand on the platform is over one million.
30. Top brands post 4.9 times per week on Instagram.
31. 29% of online adults use LinkedIn. As of 2017, the network has 500 million members and 100,000 new articles are published each week.
32. 80% of B2B leads come from LinkedIn.
33. 57% of all LinkedIn traffic arrives from mobile devices.
34. 94% of B2B marketers publish brand content on LinkedIn.
35. 50% of B2B buyers use LinkedIn at the time of making purchase decisions.
36. Seven out of ten people regard LinkedIn as a trustworthy source of professional content.
37. The average CEO on LinkedIn has 930 connections.
38. 43% of marketers say that they have captured a customer on LinkedIn.
39. LinkedIn SlideShare is among the top 100 most-visited websites in the world.
40. Users read 10 pieces of content on the platform before reaching out to make a purchase.
Miscellaneous Marketing Statistics
41. Live streaming has taken off and will continue its rise. Nearly 28% of internet users watched a live stream in Q3 2017, a big increase over the same period in 2016.
42. If you’re planning to expand to the lucrative Chinese market, WeChat, which is used by 95% of Chinese nationals over sixteen, is the Facebook rival to consider.
43. Ephemeral content will continue attracting high engagement rates, particularly among generation Z and younger millennials.
44. The unabated popularity of images on social networks means that marketers may start looking at AI and image recognition technology to enhance social metrics and derive better insights.
45. Influencer marketing will continue being an important means of connecting with audiences that do not respond to traditional marketing strategies on social media.
46. The focus will be on Generation Z, who businesses believe to be a more valuable segment than millennials.
47. Marketers admit that can do a better job of measuring their social media activity. In 2018, improved measurement and analytics may take precedence over using new strategies.
48. Social media websites serve as an important customer service channel. According to Gartner, by 2018, about 30% of customer support conversations on social media will have been performed by chatbots. If you believe chatbots can add value to your SMM efforts, 2018 is the year to build a business case around this technology.
49. Social media is still cheaper than other forms of advertising. Ad spending on popular social platforms will continue rising in 2018.
50. Social media marketers will increase their focus on messaging platforms like WhatsApp, Facebook Messenger and others, which are used by 2.5 billion people worldwide.
Social media levels the playing field for SMEs. If you can implement savvy strategies, create a loyal community, and build a strong brand, you will certainly acquire tangible and intangible business benefits. Look back on your social media performance over the past 11 months and see what you could have done better or what you missed out on. Kick off 2018 in style and make your marketing stand out – all the best.