If the past few years of social media marketing statistics and trends have proven anything, it’s that these platforms aren’t slowing down.
In fact, with the increased use of smartphones all around the world, investment in social media advertising is at a record-high in 2019. This shift towards mobile is key for marketing spending, since it is harder, or in some cases even impossible, to use ad-blocking software on these systems.
Here’s the thing: Social media networks are benefiting most from this continued growth, quickly becoming some of the biggest marketing gold mines out there. But can Instagram, Snapchat, or any other platform really threaten the reigning king, Facebook?
We decided to dive deep into the newest available research to find out just that. The astonishing social media statistics we compiled below will paint a clear picture of the current state of the industry’s marketing landscape. They will also point to rising trends that can have a huge impact on the future.
Social Media Marketing Statistics - Editor’s Choice
- There are 3.5 billion active social media users.
- People have 7.6 different social media accounts on average.
- The average person spends almost 2.5 hours a day on social media.
- 81% of all small and medium businesses use at least one social platform.
- Facebook Messenger and WhatsApp handle 60 billion messages a day.
Social Media Consumer Statistics
1. Social media users grew by 202 million between April 2018 and April 2019.
The latest social media user statistics in 2019 point to a high rate of social media growth, and indicate that there is a new user on one of these social platforms every 6.4 seconds. Constant world population growth and the spread of technology to developing countries mean this rate is bound to speed up in coming years.
2. Visual content is more than 40 times more likely to get shared on social media than other types of content.
It is no surprise that “Stories,” a purely visual feature, are becoming so massively popular, given that visual content gets such higher engagement levels than any other type. Statistics on social media marketing point to a shift toward video, and social media networks are the perfect place for marketers to reach maximum engagement through quality visual means.
3. 54% of Millenial social media users use these platforms to research products.
The internet has massively affected the way people consume products. In fact, we are living in an age when customers are becoming more and more informed. Millenial social media statistics like this one indicate that these platforms are one of the main avenues for getting precious information about products, making them invaluable for digital marketing purposes.
4. 71% of customers who have had a single positive experience with a brand on social media are likely to recommend the brand to their friends and family.
Word-of-mouth is still one of the most important things marketers can rely on for the success of their brands. A quality product and great customer service can often lead businesses to greater profits and exposure than paid campaigns and advertisements.
5. The number of daily Instagram Stories users has increased from 150 million in January 2017 to 500 million in January 2019.
Some of the crucial social media statistics in 2019 clearly show the number of people who use the Stories feature on Instagram is skyrocketing, with over 100 million new people added the year before. This presents an incredible opportunity for small and big businesses alike, especially seeing that trends point to an increase in US user count by almost 30 million in the next three years.
6. 91% of all social media users access social platforms via mobile devices.
Overwhelming statistics on social media like this one provide us with hard facts about the prioritization of digital marketing. Mobile devices are much more successful in bringing advertisements to consumers than desktops. And with over 3 billion social media users, it is clear that the primary focus of brands should shift toward social media.
7. Over 90% of Gen Z users consume brand content on social media.
The youngest generation of consumers uses social media much more frequently than Millenials. In fact, Gen Z users are more focused on brand consumption than on connecting with friends and family via social media platforms. They also prefer paid ads to organic advertising.
8. 93% of Pinterest users use the platform to plan or make purchases.
Pinterest has grown into a platform with huge influence on what products people buy. In fact, most statistics about social media marketing show this is perhaps the best place to discover new brands. More importantly, it is also a service which drives purchase intent much better than other platforms.
9. Gen Z consumers are 4 times more likely to convert on social media than Millenials.
This overwhelming statistic drives home the real economic impact of the first generation of adults that grew up in the age of smartphones. More young people than ever are using social media to follow brands and search for special promotions and offers, creating a new social media shopping society.
10. 57% of Gen Z consumers have bought a product because of a social media influencer or celebrity.
Teenage social media statistics like this one point to a growing trend among young generations that prefer paid ads over organic marketing. Social media influencers and celebrities are becoming a much more impactful source for advertising your brand or product, as people trust them more than they do organic ads.
Facebook Marketing Statistics
11. Over 80 million businesses use Facebook Business Pages.
Year after year, Facebook has seen a steady increase of small and medium-sized businesses which use it as one of their platforms of choice. Of all these business pages, 6 million regularly pay to advertise on Facebook.
12. 78% of Americans have purchased a product because they found it on Facebook.
Social networks statistics show Facebook still reigns as the king of social media platforms. In fact, the giant outmatches other big competitors like Instagram and Pinterest by a large 19% margin when it comes to inspiring people to purchase products. This is why it is essential to think carefully about the best ways to promote your brand on Facebook.
13. The average Facebook user clicks on 8 ads each month.
This number was down 2 clicks from the last report the company made in 2018, which is a 20% drop in user engagement over three months. While it may not necessarily indicate a change in the success of advertising on Facebook, marketers should keep an eye on this trend.
14. 27% more pages used Facebook advertising in Q2 2018 than they did in the first three months of the year.
Social media statistics for businesses suggest marketers are adapting to the drop in Facebook usage levels by pursuing a different marketing strategy. Businesses are now focusing more on pure brand awareness than on getting shares and comments on their posts.
15. On average, Americans spend 58 minutes per day on Facebook.
Facebook still remains the platform where users spend the most time, but Instagram and Snapchat are also experiencing a similar rise in daily usage. In just one year, from June 2017 to June 2018, the average time spent on Facebook increased by over 8 minutes.
16. 51% of teens in the US are Facebook users.
Similar teen social media statistics show teen users no longer see Facebook as the place to be. In fact, Facebook is at fourth spot on the list of the most popular social platforms among teens, far behind Youtube, Instagram, and Snapchat.
17. Facebook reported an advertising revenue of $16.6 billion in 2018.
This was a huge increase compared to 2017, with over 30% more in revenue. It is worth noting that this number also included ads from Instagram Stories, Instagram Feed, and Messenger, but it is still an increase of over $3 billion within a single year.
18. There are over 2.38 billion active monthly Facebook users.
According to the latest statistics on social media usage , there has been an 8% increase in active monthly Facebook users since last year. The original social media giant is still growing fast in a number of countries around the globe, even though usage levels in the US are dropping.
19. Mobile advertising revenue on Facebook represents 93% of its entire advertising revenue for Q1 2019.
Mobile has become the be all end all when it comes to advertising on Facebook. What’s more, the number of people using the platform via smartphones and other mobile devices constantly on the rise, increasing ad revenue levels.
20. Engagement rates on Facebook are 18% higher on Thursdays and Fridays.
According to social media users statistics, the end of the of the work week is best for customer engagement. As people start to get ready for the weekend, they spend much more time online. So, they’re more likely to notice and interact with an ad or a post.
Instagram Marketing Statistics
21. 80% of Instagram users follow at least one business account.
The most important social media marketing statistics from 2017 prove just how important it is to have a business presence on Instagram, especially since the platform is still experiencing rapid growth.
22. 71% of people aged 18–24 used Instagram in 2018.
This is a sharp increase compared to statistics from just five years ago, when only 31% of young adults used the platform. Instagram has quickly risen to become a giant in the social media world, and along with Snapchat presents the best opportunities for growth of small and medium-sized businesses around the world.
23. 42% of Americans earning over $75,000 per year are on Instagram.
With high levels of engagement and massive numbers of high-earning users, Instagram is the perfect social media platform for attracting new customers. The latest social media marketing ROI statistics also indicate a high level of repeat purchases if the consumers are satisfied with the quality of the product and customer service.
24. 33% of the most viewed stories on Instagram came from businesses.
There is no denying the impact and importance of advertising your business on Instagram. With the astronomic rise of the Stories feature, brands and companies that make clever use of it for advertising are seeing higher engagement and success levels.
25. Instagram has the highest engagement rate of all platforms, at about 2-7% of all posts.
The most recent social media usage statistics show the true discrepancy between engagement levels across all platforms, as Instagram users simply dwarf the competition in this regard. On the highly popular pages with over 10 million followers, Instagram has around a 2.15% engagement rate, while Twitter’s stands at 0.02% and Facebook’s is at 0.12%.
26. 96% of US marketers plan to continue using Stories ads in the next 6 months.
This research on social media marketing statistics in 2018 showed how much value US marketers see in Stories. As visual and video content grows more and more popular, with massively higher engagement levels, investing in similar features becomes even more prevalent across all industries.
27. The number of influencer marketing posts on Instagram will reach 4.95 million by the end of 2019.
Social marketing statistics point to a steady trend when it comes to Instagram sponsored influencer posts. From 2015 to 2020, it is projected that the number of sponsored posts like these will increase by a million each year, and will reach 6.12 million by 2020.
28. Instagram earned $6.84 billion in ad revenue in 2018.
The fascinating social media marketing statistics for business in 2018 showed Instagram has been steadily doubling its ad revenue numbers over the past four years. Going from just $0.63 billion in 2015 all the way to almost $7 billion by the end of last year, the platform now claims a much bigger piece of the Facebook pie – over 20% of the company’s entire revenue.
29. People spend 20% of their time on Instagram browsing the Explore tab.
This figure was made public on Facebook’s Q3 2018 earnings call. It clearly shows Instagram is the preferred social media platform when it comes to discoverability. This is why it is more important than ever to build a solid reputation and presence on Instagram if you’re seeking to attract new customers.
30. 48% of Instagram users said they’ve made a purchase due to a brand’s video on the platform.
The same research on social media stats from 2018 also showed users favor video content from brands when it comes to discovering new products. Just a year before, the percentage of users who made a purchase on Instagram due to a video post was a whopping 17% lower.
Pinterest Marketing Statistics
31. 291 million people use Pinterest each month.
The latest report that came from Pinterest showed a continued increase in user count compared to their 2018 numbers, when they had 250 million monthly users. In 2016, this figure stood at 150 million, so it basically doubled in just three years.
32. Users have created 175 billion pins on Pinterest so far.
Pinterest has exploded in recent years, and the huge numbers of new users boosted the amount of ideas or pins that were uploaded on the platform. In fact, statistics about social media show growth level was 75% from 2017 to 2018, an astonishing fact that indicates a bright future for marketers on the platform.
33. There are over 1.5 million businesses on Pinterest.
As the platform grows in popularity, businesses and brands become more and more interested in advertising on it. This is evident from the increase in small and medium-sized companies that are now on Pinterest. Year over year, the platform has experienced a 50% increase in advertisement investment from companies around the world.
34. 79.5% of Pinterest users are female.
The overwhelming amount of female users is important from a marketing standpoint, seeing that women aged 25 to 54 make 80% of all purchase decisions in US households. That is why most social media ads statistics show having a solid visual marketing strategy can work wonders for brands and businesses which seek to attract new customers on Pinterest.
35. 29% of US marketers plan to increase their Pinterest usage in 2019.
Marketers are taking notice of Pinterest’s rise and extraordinary potential it offers their brands. In fact, Pinterest already has the same levels of product discovery as Instagram, even though it has 700 million fewer monthly users. This indicates a high penetration rate for ads.
Snapchat Marketing Statistics
36. Snapchat global advertising revenue will reach $1.5 billion in 2019.
Even though Snapchat is lagging behind Instagram in growth numbers, the company’s advertising revenue is steadily rising each year. According to statistics for social media marketing, Snapchat’s global ad revenue will reach a staggering $2.1 billion in 2020, up from just $343.6 million in 2016.
37. Snapchat is the most important social media platform for US teens.
41% of teens in the US claim Snapchat is their favored social platform, which is 4% lower than the corresponding figure for 2018. The second most popular social media service is Instagram, currently favored by 35% of teenagers in the US.
38. 28.3% of US marketers used Snapchat for marketing purposes in 2018.
Social media advertising statistics show this number is still on the rise, as it represented a 3.3% increase compared to 2017. At the same time, it is also quite small compared to the numbers seen on Instagram and Facebook. However, Snapchat will remain a valuable platform for reaching out to the youngest consumers, and the increase in ad spending will probably continue in coming years.
39.Snapchat has 190 million daily active users worldwide.
Snapchat as a platform plateaued at the beginning of 2018 and then experienced a drop in user numbers for the first time; it bounced back at the beginning in 2019. Compared to the last quarter of 2018, there are now 4 million more users, almost reaching the record number of 191 million it had in the first quarter of 2018.
40. Snapchat ads reached 70% of US consumers aged 13 to 34 in 2018.
One of the indisputable social media marketing facts of 2019 is that Snapchat reaches a vast portion of young users in the US. Paid video ads on this social network are therefore an incredibly good option for businesses and brands to attract new consumers who will be there in the long run.
Youtube Marketing Statistics
41. YouTube has over 1.9 billion different logged-in users visiting each month.
This is a massive number of people. Even when we discard users who do not log in while visiting, it represents half of the entire current internet population. The latest social media statistics about worldwide usage show logged-in users on YouTube will watch over a billion hours of content every day, making the platform an amazing place for marketers of all kinds.
42. 96% of US internet users aged 18-24 are use YouTube.
While younger people are increasingly moving away from traditional TV, most watch content on YouTube on a regular basis. The penetration levels of the platform do not drop even for older audiences, as 79% of people aged 55-64 also regularly watch YouTube, and even 51% of people aged 75 and over do so.
43. 70% of YouTube views come from mobile devices.
Since mobile devices also amount to over 90% of all ad revenue on the platform, YouTube represents a premiere platform for marketers with entertaining video ad content. Social media marketing statistics show the official YouTube app even became the most popular free app for iOS devices in 2018 and is gaining in popularity on Android as well.
44. 59% of Gen Z consumers increased their YouTube usage in 2018.
The survey found that younger people have dramatically increased the time they spend on Youtube. So have 44% of Millennial users, according to Millennial social media statistics. The average time spent on YouTube has been constantly on the upward trend, and statistics like these suggest this will remain the case in the future.
45. Since 2016, the number of small- and medium-sized businesses advertising on YouTube has doubled.
Statistics on social media marketing show YouTube is quickly becoming the place of choice for businesses that want to reach the widest possible audience. This trend is rising rapidly and has the potential to spread the awareness of your brand worldwide easier than any other social method right now.
There are certainly a lot of interesting findings and insights we can deduce from the newest social media marketing data. The obvious generational differences, increasing mobile domination, and the rise of influencer-based marketing are certainly some of the most important ones.
But that’s not all. One trend still stands head and shoulders above everything else. We are talking, of course, about video content. All the astonishing statistics of social media marketing we found point to an industry moving toward video at an increasing pace. Platforms that offer this type of advertising seem to be set to thrive in the future. Whether on YouTube, Instagram Stories, or Facebook, visual content simply has a much higher engagement rate.
What’s more, it allows for more creativity when it comes to ad concepts.
Sure, the social media world is a turbulent and ever-changing one, with competitors rising and falling as new companies and fresh ideas continue changing the game. And yet one thing has remained constant – social media has enormous marketing potential.
So, if the social media marketing statistics and trends we collected here point to one thing, it’s that we’ve only just scratched the surface.