Social media connects folks in all places. Although it’s primarily a manner for family and friends to attach, it’s additionally a venue for companies to succeed in shoppers. You can use social channels to attach with shoppers and improve gross sales—however it’s not sufficient to construct a social media advertising and marketing technique. To try this, you want to know who makes use of which social platforms and for what functions, and what sorts of content material drive particular shopper behaviors.
Social media utilization statistics might help. Detailed details about platforms, person teams, and advertising and marketing efficiency can permit enterprise house owners to optimize their social media advertising and marketing methods. It can even assist you choose the very best platforms for your social media advertising and marketing efforts and align them with particular enterprise objectives.
Social media utilization statistics
Social media utilization statistics present who makes use of social media, which platforms customers are energetic on, and the way and after they work together with social media content material.
Since 2021, greater than half of the worldwide inhabitants has been energetic on no less than one social media platform.
There are 4.9 billion energetic social media customers worldwide, and over 308 million folks use social media within the US alone.
Globally, the typical social media person engages with social media for two hours and 31 minutes every day, with a lot of that point spent on cellular units.
In the US, 83% of social media visits come from cellular.
Social media promoting statistics
Social media promoting is a digital advertising and marketing technique whereby companies pay to advertise content material on a social media platform.
The social media promoting market is massive and rising. Businesses are anticipated to spend an estimated $68 billion on social media advertisements within the US in 2023 and $207 billion globally.
Social media promoting accounted for 33% of all digital promoting spend in 2022.
In the second quarter of 2023, social media promoting generated a median click-through charge (CTR) of 1.36%, which means 1.36% of people that considered a social media advert tapped or clicked on the advert.
Facebook statistics
Facebook is the preferred social media platform within the US and globally. It’s a part of Meta, which additionally owns Instagram.
In the US, 74.2% of adults use Facebook, and the platform has greater than three billion month-to-month energetic customers worldwide.
Users spend a median of 30.9 minutes on Facebook per day.
Facebook is standard amongst social media throughout age and gender demographics. More than half (51.4%) of Facebook customers are between 18 and 34 years previous, and 43.9% of Facebook customers are 35 or older.
More than half (56%) of Facebook customers establish as male.
Facebook is the main social commerce web site within the US and the preferred social media promoting channel globally.
The platform is forecast to have 65.7 million social commerce patrons in 2023, and 62% of people that purchase merchandise on social platforms made their most up-to-date buy on Facebook.
Facebook promoting accounts for about 60% of social media promoting income globally, and 89% of entrepreneurs worldwide use Facebook as a part of their digital advertising and marketing technique.
Facebook movies and standing updates have the very best engagement charges of all publish sorts on the platform. Facebook standing posts have a 0.18% engagement charge, and movies have a 0.17% engagement charge.
YouTube statistics
YouTube is the second hottest social media platform worldwide. Its dad or mum firm is Alphabet, dad or mum firm of Google.
The platform has greater than 2.5 billion month-to-month energetic customers globally.
YouTube customers spend a median of 48.7 minutes on YouTube per day.
YouTube is standard with a broad vary of age demographics and each male- and female-identifying customers. More than one-third (35.7%) of YouTube customers are between 18 and 34, and 46.4% are 35 or older.
More than half (54.4%) of YouTube customers establish as male.
YouTube has the second highest advert income of any social media platform, trailing Meta (Facebook and Instagram) however coming forward of TikTookay and X. The platform’s advert income totaled nearly $30 billion in 2022.
Entertaining content material is standard on YouTube, however the platform can be a helpful channel for product discovery. Although music movies are persistently the preferred video kind on YouTube, almost 24% of Gen Z customers indicated in a 2023 survey that they’d used YouTube for product discovery throughout the previous month.
Instagram statistics
Instagram is the second hottest social media platform within the US and is tied for third place globally. Instagram is owned by Meta, which additionally owns Facebook.
Instagram has 2 billion month-to-month energetic customers worldwide.
More than 115 million Americans use Instagram, and US customers spend a median of 33.1 minutes on Instagram per day.
Instagram customers skew younger, and person demographics are comparatively even break up between female and male customers.
More than 60% of Instagram customers are between 18 and 34 years previous, and 31% are 35 or older.
Just over 51% of Instagram customers throughout all age teams establish as male.
Instagram is the second hottest social commerce platform within the US, producing the second-highest advert revenues globally.
The social community had round 43 million US social commerce patrons in 2023, and 2022 advert income totaled greater than $43 billion.
Instagram reels have the very best attain and engagement charges of any content material kind on the platform.
The common engagement charge for an Instagram reel in 2023 is 1.23%, and the typical attain charge is over 30%.
X (Twitter) statistics
X (previously often known as Twitter) is the seventh hottest social community within the US—however ranks exterior the highest 10 globally.
In the US, 64.9 million folks use X.
The platform has greater than 368 million month-to-month energetic customers globally, and customers spend a median of 34.1 minutes on X each day.
X has a larger proportion of customers over 35 than Instagram, YouTube, and TikTookay and a larger proportion of male customers than different standard platforms.
More than half (55.6%) of X customers are between 18 and 34 years previous, and 37.8% of X customers are 35 or older. Some 63% of X customers establish as male.
X customers choose informative content material over humorous, artistic, and inspirational posts. Over half (55%) of X customers choose informative content material; solely 34% choose humorous content material.
Although the corporate’s promoting income elevated from 2017 to 2022, it’s anticipated to lower by 2027. Twitter generated $4.73 billion in advert income in 2022. It is forecast to generate $2.7 billion in 2027.
TikTookay statistics
TikTookay is the sixth hottest social media platform globally and ranks fourth within the US.
More than one billion folks use TikTookay every month, and 47% of US adults use the platform.
Users spend a median of 53.8 minutes on TikTookay per day.
TikTookay customers are typically youthful, and the platform is extra standard with female-identifying than male-identifying creators.
More than two-thirds (70.9%) of TikTookay customers are between 18 and 34 years previous, and 29.1% of TikTookay customers are 35 or older.
More than half (55.3%) of TikTookay creators establish as feminine.
Social commerce is rising in popularity on TikTookay, and advert spend is growing. The platform is forecast to have greater than 35.8 million social commerce patrons by 2024.
TikTookay advert income totaled $9.9 billion in 2022, a 155% improve from the earlier yr.
TikTookay customers have a choice for entertaining content material. As of 2020, leisure was the preferred class on TikTookay—and greater than twice as standard because the second-place class, dance.
How to make use of social media advertising and marketing statistics for progress
Identify platforms standard along with your audience
Consider what you are promoting and advertising and marketing objectives
Conduct further platform analysis
Choose your platforms and create content material
Understanding who makes use of which social media platform, how customers entry social media, and what sorts of content material customers choose might help companies align social media advertising and marketing methods with person behaviors and wishes. Here’s leverage this data to assist develop what you are promoting.
1. Identify platforms standard along with your goal audiences
Social media entrepreneurs typically begin by figuring out the platform their audience spends essentially the most time on.
For instance, when you promote magnificence merchandise to a audience of ladies between 18 and 34, you would possibly establish Instagram, TikTookay, and Facebook as promising channels. TikTookay and Instagram are significantly standard with customers in these demographic teams. Some 21% of Facebook customers additionally fall into this class, which interprets to a considerably massive group of potential clients on account of Facebook’s massive person base.
2. Consider what you are promoting and advertising and marketing objectives
If your purpose is to drive site visitors to your weblog or set up your self as a thought chief in a selected space, you would possibly deal with Facebook, which is friendlier to text-based posts and exterior hyperlinks. Instagram, and TikTookay are probably profitable social commerce channels, so in case your purpose is to promote straight by social accounts, think about focusing your efforts there.
3. Conduct further platform analysis
Consider the sorts of merchandise you promote and your present social media advertising and marketing infrastructure. Then, conduct further analysis into the social media advertising and marketing platforms to see how your particular product sorts and most well-liked methods carry out on every. You can even use this analysis section to replace your self on social media traits related to what you are promoting.
In 2022, TikTookay and Instagram led on-line magnificence purchases within the US, so a magnificence enterprise would possibly deal with these two platforms. If you utilize an influencer advertising and marketing technique (or plan to), you would cross-reference these numbers with the preferred platforms for influencer advertising and marketing. Instagram leads this class by a big margin, adopted by Facebook and TikTookay.
4. Choose your platforms and create content material
You can use this analysis to decide on your platforms and effectively allocate budgets throughout your campaigns.
For instance, an ecommerce enterprise that plans to interact influencers to promote magnificence merchandise by social channels would possibly resolve to prioritize Instagram. The platform is standard with its goal audiences, pleasant to influencer advertising and marketing methods, and generates a big share of on-line magnificence product purchases. The identical enterprise would possibly dedicate a smaller share of its funds to Facebook and TikTookay, which additionally rank within the high three platforms for influencer advertising and marketing and wonder product gross sales.
Social media statistics can even aid you develop or refine a platform-based social media advertising and marketing technique. For instance, a magnificence enterprise would possibly construct an X technique round sharing informative content material as a result of 55% of X customers choose this content material kind. The identical enterprise would possibly then share entertaining content material on YouTube as a result of 65% of YouTube customers go to the platform for leisure functions.
Reach clients in all places they’re with Shopify
Shopify comes with highly effective instruments that aid you promote and promote merchandise on Facebook, Instagram, TikTookay, Google, and YouTube, from one again workplace. Make gross sales on a number of channels and handle the whole lot from Shopify.
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Social media advertising and marketing statistics FAQ
Is social media advertising and marketing a rising business?
Yes. Social media advert income and the proportion of web customers who use social media will increase yearly.
How a lot has social media affected advertising and marketing?
Social media induced main modifications in shopper habits, together with how the typical shopper interacts with branded content material, discovers merchandise, and makes purchases. Leading manufacturers have adjusted their digital advertising and marketing methods for this new shopper panorama.
What sorts of content material carry out finest on social media?
Different sorts of content material carry out higher on totally different social media platforms. Marketers can seek the advice of social media advertising and marketing stats to tailor content material kind to platform. For instance, analysis reveals that humorous and inventive posts have the very best engagement charges on Instagram.
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