24 Social Media Marketing Statistics You Need to Know in 2018

April 11, 2018

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The state of social media today isn’t the same as it was a few years ago. In a rapidly evolving landscape, marketers must continue to keep an eye on industry trends and stay up to date with the latest social media marketing statistics.

Here are some numbers to help you achieve a Big Picture view of social media marketing in 2018.

Social Media Marketing Statistics

There are 3.03 billion active social media users, while approximately 91 percent of retail brands use 2 or more social media channels.

According to Smart Insights and Clutch, the three most engaging types of content on social media are: written articles (27 percent), videos (26 percent), and images (24 percent).

Internet users aged 18 to 34 years are the ones most likely follow a brand via social media (95 percent). Gender also plays a role, with women (87 percent) using social media more than men (82 percent). Women are also more likely to follow brands on social media (61 percent) than men (55 percent).

96 percent of the people that discuss brands online do not follow those brands’ owned profiles. For marketers, this reinforces the need to go beyond their own channels and listen to unbranded conversations driven by customers on social media and customer feedback platforms.

Communication with video is critical for social media marketers. According to Animoto, 67 percent of people watch video from brands and businesses, while 65 percent watch videos from celebrities and influencers.

64 percent of consumers say that watching a video on social media influenced them to make a purchase. According to Animoto, videos are spurring real business value for brands, driving engagement with customers and influencing purchase decisions in a big way.

29 percent of Internet users use social media to research and find products to buy. Only 19 percent say they are using social media to share details about their daily life.

According to Sprout Social, 73 percent of users follow a brand because they’re interested in the product or service. Also, 7 in 10 Gen Xers are more likely to make purchases from brands they follow on social.

Online Reviews and Social Media

Google and Facebook are No. 1 and No. 2 for online reviews, respectively. According to the annual Online Reviews Survey, customer reviews are migrating to the two most popular websites in the world, making it nearly impossible for consumers to do any research about a brand before immediately running into reviews. Sites that focus primarily on reviews (like Yelp and TripAdvisor) are seeing even less growth than Facebook and Google.

Shelf life of online reviews, tweets, and Facebook posts

  • Online reviews: according to research by Search Engine Land, 69 percent of consumers believe that reviews older than 3 months are no longer relevant. Approximately 15 percent, meanwhile, believe that the only relevant reviews are the ones written within 2 weeks.
  • Tweets: According to research by Moz, 18 minutes is the median lifespan of a tweet. A similar study by GaggleAMP, meanwhile, found that 92 percent of engagement with tweets (impressions, clicks, shares) occur within the first 48 hours of posting.
  • Facebook posts: A study by Wiselytics revealed that 75 percent of engagement on a Facebook post occurs within the first 5 hours. Reach is even worse: 75 percent of the people who will get to see your Facebook post will have seen it in the first 2 hours.

Social Media Marketing Statistics: Facebook

Over 50 million SMBs use Facebook Pages to connect with their customers. And 4 million of those (around 8 percent) pay for social media advertising on Facebook.

Facebook users love videos. According to TechCrunch, the platform sees around 8 billion average daily video views from 500 million users. And around 100 million hours of video is viewed daily on Facebook.

Facebook is a major factor in the path to purchase. According to advocacy activation company Social Media Link:

  • Awareness: 55 percent of consumers consider Facebook – along with retail websites – as the most common place to learn about new brands and products.
  • Consideration: 71 percent say that they “somewhat” or “completely” trust the content they see on Facebook – slightly more than those who say they trust retail websites (68 percent) and online communities for product / service reviews (66 percent).
  • Post-purchase: Approximately 66 percent of consumers are most likely to share on Facebook their thoughts, experiences, and opinions on their purchases; meanwhile, after purchasing, one-third will connect or engage with a brand on Facebook (while only 2 in 10 will connect via the brand’s website or community).

Social Media Marketing Statistics: Twitter

Twitter remains a powerful customer service channel for businesses. 47 percent of marketers agree that Twitter is the best social media channel for customer engagement. Also, 88 percent of businesses with 100 or more employees use Twitter for marketing purposes.

Add photos to your tweets. According to AdWeek, tweets with images get 18 percent more clicks, 89 percent more favorites, and 150 percent more retweets.

53 percent of consumers who expect a brand to respond to their tweet demand that the response comes in less than an hour. And when businesses don’t meet these expectations, 38 percent would then feel more negatively about the brand and a full 60 percent will take unpleasant actions to express their dissatisfaction.

Social Media Marketing Statistics: Instagram

According to Instagram, users share an average of 95 million photos and videos per day. Those under 25 years old also spend more than 32 minutes a day on the platform, while those over 25 spend more than 24 minutes a day.

According to Hootsuite, 59 percent of Instagram users in the US are below 30 years old. This is followed by 30 to 49-year-olds, accounting for 33 percent of Instagram’s user base in the US. Meanwhile, Pew Research found that 32 percent of Instagram users earn between $50,000 and $74,999. Another 32 percent bring in $30,000 to $49,999.

80 percent of users follow at least one business on Instagram. These follows can translate quickly into engagement, too: according to Forbes, Instagram has a 2.2 percent per-follower interaction rate. (Facebook only has a 0.22 percent rate.)

The most Instagrammed food is pizza, followed by sushi, steak, and burger.

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