It's time we stopped guessing about social media marketing and learned the facts and stats.
If you’re a social media marketer, you understand that keeping up with the social media statistics can help you build a powerful social media marketing strategy.
Social media stats provide valuable insights into the most popular social platforms, their users demographics, how people use each platform, and what type of content works best. This data can help you make data-driven decisions when building your social media strategy and manage your social communities better.
For everyone working in digital marketing, we’ve compiled this social media stats and facts guide. Here are some of the data you’ll find here below:
The top most popular social media platforms
Audience characteristics for each social network
Usage habits of each network
Best type of content by platform
Engagement rates for each network
Advertising costs
It’s important to note that all the data presented here has been vetted and collected from external researchers, industry whitepapers, and from the social networks’ official press releases.
The annual spending on social media advertising grew to$226 billion in 2022, a 23.2% increase compared to the previous year.
Social media advertising spend accounts for 33.9% of all digital advertising spend. That is a 6.9% increase compared to 2021.
The costs to reach social media audiences are lower than ever: CPM (the cost to show an ad to 1,000 people) registered a 35% decline.
This means that advertisers can show more ads to more people for less. Social platforms delivered 57% more ad impressions in Q4 of 2022 than in Q4 of 2021.
The largest Facebook audience base resides in India, with 314 million users. The second largest audience is in the U.S. (170 million users), and the third is in Indonesia (119.9 million active users);
The Facebook Feed content is split between: 50.7% posts from friends and people followed, 15.6% posts from groups joined, 8.2% updates from liked pages, 16.8% from unconnected posts, and 8.7% other information;
Users aged from 25 to 34 years old account for the largest share of YouTube’s audience base (20.7%). The next age group is from 35 to 44 years old (16.7%), followed by users aged 18 to 24 (15.0%);
The largest part of Instagram’s audience is made of users aged between 18 to 24 years old (30.8%), followed by people aged between 25 to 34 years old (30.3%) and 35 to 44 years old (15%);
It’s important to note that TikTok is banned in India, one of the world’s largest populations that is active on social media.
Considering that India and China account for a third of the world’s population and that TikTok is not present in these two countries, it definitely affects the figures. However, TikTok still has some impressive statistics when it comes to its user base.
The most popular content categories (by hashtag views) are Entertainment (535 billion views), Dance (181 billion views), and Pranks (79 billion views);
While Twitter may not have billions of monthly users like other social networks, it’s still a valuable platform to connect and engage with people, or make use of real-time marketing. Twitter users are active and connected to current trends and events happening around the world. They value opinions and standpoints more than anything.
Pinterest is another social network with only half a billion users, but still worth taking into consideration. People using Pinterest are active and engaged, and they browse the platform with one goal in mind: discovery. They access Pinterest to find inspiration for shopping or ideas for important life events, house decoration, cooking, and more.
85% of users have bought something based on pins from brands. Have a look at the other impressive Pinterest statistics and add this network to your digital marketing media kit.
Users aged between 25 to 34 years old account for the largest part of Pinterest’s audience (35.6%), followed by people aged between 18 to 24 years old (21.9%), and users between 35 to 44 years old (14.6%);
The total number of potential users that Pinterest can reach with ads is 249.7 million people.
I. LinkedIn Statistics
LinkedIn is home to the largest social media community focused on the business side of things. It’s the perfect medium for companies and professionals alike to connect with other businesses. Simply put, it’s a thriving place for career-oriented people and businesses of all kinds.
LinkedIn members are young, educated, and ambitious, an audience that many brands aspire to reach and convert into customers.
Now, you can use these stats and insights to make better decisions for your brand’s social media communication.
We will be updating this resource frequently once we come across new social media statistics. Keep up with the ever-changing data on the most used social media platforms, audience demographics, usage habits, the best type of content, ad types, and advertising costs per social network.
