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Social media stats that business owners need to know

As a marketing tactic a social media strategy can create leads, build connections, and drive conversions for businesses. Using professionally designed on-brand graphics and posting engaging content builds recognition and trust among followers, and grow your social accounts. But there are other reasons why using social media channels for promotion is so effective. Here are some social media stats that business owners need to know.

Here are some tried and testing methods that will keep your page fully optimized and drive user engagement.

Numbers per platform

Since the inception of Facebook, other social media platforms have appeared. Each reaches a different demographic and carries its own unique advantages. In terms of numbers, Facebook still remains king, and here are the social channels with the number of global active users.

  • Facebook 2853 million
  • YouTube 2291 million
  • Instagram 1386 million
  • Linkedin 756 million
  • Tik Tok 732 million
  • Pinterest 478 million
  • Twitter 397 million

User demographics

With platforms like Tik Tok and Instagram credited with attracting younger or millennial audiences it is surprising to know that Facebook’s 2 biggest user groups are –

  • Males 25-34
  • Females 25-34

Surprisingly, YouTube users are more female than male with over 50% of the platform’s accounts being attributed to women. It is also a mobile heavy channel with more than 70% of all site visits being performed from mobile devices.

Instagram does target a younger group with over 70% of its users falling into the 18- 29 age range and the platform sees a relatively even split between gender groups, weighted slightly towards women.

  • 51% of Instagram users are female.
  • 49% of Instagram users are male.

Linkedin is the platform geared towards professional networking and as such its user base leans towards those in their early to middle working life.

  • 60% of Linkedin users are aged between 24 and 34 years old.

The platform attracts more male than female users with 57% of its users being men.

Twitter has a lower user count than other platforms but has a 50/50 split between male and female users. The majority of its users fall into the 18-49 age range. Even with a smaller user base Twitter has good marketing power. 67% of B2B companies use Twitter as a marketing tool, and 77% of users report being influenced by connecting with brands on the platform.

As the new kid on the block Tik Tok’s video platform has surged in user accounts over the past couple of years. Largely due the global Covid19 pandemic and subsequent lockdowns and travel restrictions.

Bored members of the public turned to Tik Tok as a form of interactive entertainment during the quiet months, eagerly following dance crazes and Tik Tok challenges. Around 50% of Tik tok users are below the age of 34, and the user split between men and women is 53% and 47% respectively.

User Income stats

Once business owners understand who uses each of the different platforms, it is possible to leverage that information and use it within their marketing strategy. Each social channel requires a slightly different approach, and some may suit different types of industries or brands better.

Targeting campaigns to demographic groups can yield more engagement and better conversions for companies striving to reach their audience. For this reason, many business users will seek the services of a professional social media management company to tailor their campaigns more effectively and gain a better return on investment.

Making the best ROI can also be affected by how well your brand resonates with each channel’s users. For instance, a beauty brand may gain more interest by using Pinterest with its predominantly female audience.

The price point of your product or service may also influence your choice of social media channel.

The platform attracts more male than female users with 57% of its users being men.

Twitter has a lower user count than other platforms but has a 50/50 split between male and female users. The majority of its users fall into the 18-49 age range. Even with a smaller user base Twitter has good marketing power. 67% of B2B companies use Twitter as a marketing tool, and 77% of users report being influenced by connecting with brands on the platform.

As the new kid on the block Tik Tok’s video platform has surged in user accounts over the past couple of years. Largely due the global Covid19 pandemic and subsequent lockdowns and travel restrictions.

Bored members of the public turned to Tik Tok as a form of interactive entertainment during the quiet months, eagerly following dance crazes and Tik Tok challenges. Around 50% of Tik tok users are below the age of 34, and the user split between men and women is 53% and 47% respectively.

  • 75% of high income earners use Facebook
  • 77% of Twitter users earn over $75,000 per year
  • 60% of Linkedin users earn in excess of $100,00 per year

By comparison and perhaps due to the younger market, platforms like Tik Tok do not attract top wage earners, in fact just 20% of its users earn more than $75,000.

This information can be useful when marketing your product or services, if the items you are selling are of an expensive nature such as a one of investment, platforms that attract higher wage earners may be more beneficial.

User engagement data

The length of time someone spends on your posts can directly impact conversions and other actions.

Engagement time is led by:

  • YouTube with engagement time averaging almost 42 minutes per day
  • Facebook 33 minutes
  • Instagram 28 minutes

Twitter has lower engagement time as a platform with users racking up just 3 minutes and 39 seconds per visit. However, Twitter users admit to checking their feed multiple times a day which increases the engagement number substantially.

With a mix of long posts, articles and shareable videos, Linkedin’s engagement demonstrates some interesting stats.

Posts that link to YouTube videos are 8 times more likely to be shared by other users on the platform, and InMail (Linkedin’s own user to user email system) has a 300% higher response rate than standard email. Excellent news for marketers or those prospecting for client leads.

While all platforms offer some form of paid advertising, Linkedin’s message ads have a 40% conversion rate.

Across other platforms, tools like reels, stores, and live videos can all encourage more engagement with your feed and expand your brand’s reach.

Final words

With each platform having its individual merits and advantages it can be worth companies monitoring detailed analytics on each one to provide information on post actions, likes shares etc, reach, interactions and any other forms of engagement. As a general rule, more activity on your social account will lead to more connections and conversions. Therefore it is important to keep feeds fresh, active and relevant, while ensuring that content positions your business towards the right audience.

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