Business
Social Media Statistics That Matter to Marketers in 2021
Marketers rely on current social media statistics and trends to guide their campaigns and other social media-related activities. But which social media statistics would matter for 2021? We list the relevant social media statistics that will help you with your goals and marketing efforts.
Social Media Users
Social media usage is one of the metrics that matter to marketers. It can give them insight into how many users they can reach on platforms they’re active on. Here are the social media statistics for social media users.
1. Statista finds that the active number of users on social media is 4.2 billion. Plus, Facebook is the most used social media platform. Their figures have reached billions, as compared to other social media platforms.
2. According to Marketing Charts, 36% of millennials use social media to get updates on news and current events. The second reason for using social media is to find entertaining content, while the third is to occupy themselves.
3. We Are Social reports that the time spent on social media is 2 hours and 25 minutes daily.
4. Another to consider also are age and gender demographics for social media. We Are Social, once again, finds that the 25 to 34 demographic has the most number of users. Plus, the male users of the demographic also have the highest number of social media usage.
Social Media Platforms
Since Facebook is one of the oldest social media platforms, is Facebook still the king? Here are the statistics that demonstrate that the social network remains the widely used platform.
5. Facebook reported that they had daily active users (DAU) of 1.84 billion in December 2020. It was an 11% rise for their year-over-year figures.
6. Rival IQ reveals that 0.08% is the median engagement rate across different industries.
7. In 2020, Facebook earned 27,187,000,000 in advertising.
8. Most Facebook users use mobile to access the social media site. In fact, according to Statista, the figures are 98.3%.
9. Facebook revealed that they have 10 million active advertisers on the platform. Most of which are small and medium businesses.
10. Statista also finds that social media marketers used links as the number one content type on Facebook.
As a Facebook-owned social media platform, Instagram is also another social network many users love. But what are the important social media statistics for Instagram?
11. Facebook reported that Instagram has a DAU of 500,000,000+.
12. Hubspot found that Instagram had the second-best ROI for marketers.
13. We Are Social finds that 50.8% of the social media platform’s ad audience is female.
14. Social Insider found that Instagram had the highest engagement rates for brands. Engagement rates increased from 1.09% to 1.16% in the first half of 2020. This was compared against Facebook and Twitter. Even if Twitter had the lowest engagement rates, brands still decided to post 36% more content.
15. Social Publi reveals that 96% of marketers prefer Instagram as their partnership platform with influencers. Plus, the content types that marketers like to post are swipe-up and video.
Aside from consuming news and getting updates, Twitter is another platform that you can consider pouring your social media marketing efforts into. Here are the social media statistics to back it up.
16. Twitter revealed that its monetizable DAU (mDAU) for the fourth quarter of 2020 was 192 million.
17. Twitter presented in their Q4 earnings report that they had a 31% ad revenue increase.
18. Unlike Facebook, Twitter’s primary ad audience is the 35 to 49 demographic. Men view more ads on the platform. They make up 19.6% of the advertising audience.
19. Their median benchmark of engagement for all industries is 0.045%.
Pinterest users go on the platform to find inspiration, but brands can use the platform to their advantage, especially for purchase decisions.
20. In the Q4 of 2020, the number of users grew to 459 million; a 37% rise from their previous figures.
21. Pinterest also revealed that shopping ad revenue increased. As a result, 6x more businesses advertised on the social media platform.
22. We Are Social reported that the female ad audience for Pinterest is 77.1%, while for men, it’s only 14.5%. Marketers can reach the 25 to 34 demographic; women in that demographic make up 30.4% of the overall ad audience.
23. 85% of Pinterest users start a new project on the platform. Not only that, but 98% of Pinterest users also try new things they see on the platform.
24. 89% of Pinners find inspiration when they’re interested in buying something.
LinkedIn may be focused on B2B marketing, but it’s a social media channel that yields good results. Here are the social media statistics for LinkedIn.
25. Market.us finds that there are 310 million users monthly active users on LinkedIn.
26. Based on Sagefrog’s Marketing Mix report, 86% of their study participants used LinkedIn as their primary marketing channel.
27. Like the majority of social media platforms, the highest advertising audience for Linkedin is the 25 to 34 demographic.
28. Based on the Content Marketing Institute and MarketingProfs study, 66% of the study participants say the organic content helped them yield success for their content marketing efforts.
29. Those who want to get more engagement may have to publish long-form content on the platform. According to OkDork, posts with 1900 to 2000 words perform the best.
Snapchat
Not all brands may use Snapchat, but social media marketers can reach a demographic that could increase their sales through advertising. Here are the social media statistics for the platform.
30. Snap, Inc. reports that it has an average of 256 million users on the app daily.
31. Snapchat users spend more than 30 minutes on the platform.
32. Social media marketers can reach 75% of its main demographic, millennials and Gen Z.
33. Snap, Inc. also reveals that millennials and Gen Z have a combined spending power of $1 trillion.
Tiktok
Tik Tok’s popularity boosted, and as its audience grew, social media marketers can use Tik Tok to reach their audience. Here are the statistics for Tik Tok.
34. Business of Apps reveals that Tik Tok has 689 million users monthly.
35. Wyzowl finds that even if marketers don’t use Tik Tok as their main video platform, figures doubled from 10% to 20% in 2020.
36. Sensor Tower finds that Tik Tok was downloaded 177 million times in Q4 2020.
Social Media Advertising
With billions of users on social media, it makes sense that marketers go on social media to advertise. This may enable social media marketers to increase more awareness and drive more traffic to their sites.
37. GlobalWebIndex discloses that 27% of social media users in the US and UK discovered new brands through social media ads.
38. Statista discloses that the average click-through rate for social media networks in 2020 is 1.3%. It was a 0.1% increase from 2019.
39. Meanwhile, the cost-per-mille is $4.33.
User and Consumer Behavior
Social media marketers should also take note of the user and consumer behavior. Here are the social media statistics about their audience’s behavior on any social media platform.
40. We Are Social reports that 44.8% of social media users look for brand information on different social media platforms.
41. 40.4% of users use social media for professional purposes.
42. According to Sprout Social, The younger audience prefers going on YouTube or Instagram. 73% of Gen Z say they’ll spend more time on Instagram, while 65% say they’ll watch more videos on YouTube.
43. 57% of social media users follow a brand to learn more about them. But they unfollow brands because of poor quality and support.
Social Media Marketing
Get an idea of what other social media marketers are doing and what they want to achieve on social media platforms.
44. Hubspot finds that 18% of marketers are on Facebook Groups.
45. According to Sprout Social, social media marketers aim to increase brand awareness, web traffic, and grow brand audience.
46. However, based on Statista’s figures, marketers use social media to increase exposure (86%), drive more traffic (76%), and generate more leads (67%).