90+ Social Media Marketing Statistics to Keep in Mind in 2021

90+ Social Media Marketing Statistics to Keep in Mind in 2021
ByIvana V.
August 26,2021

Do you want more brand exposure? Make a profile on social media and share content about your products. Are you looking to create and maintain a relationship with your customers? Social media is the best way to make your brand accessible and personable. Do you want to generate more leads? Yep, you’ve guessed it - social media is the way to go. 

But with so many different platforms, developing a strategy can be a little overwhelming. You might be wondering how to get going.

Well, a great starting point would be the comprehensive list of social media marketing statistics we’ve compiled. You will find both positive and negative social media statistics that will help you grasp the benefits and drawbacks of each platform. You’ll also find info on user behavior and demographics on each of the most popular social networks. We’ve also included stats that reflect good marketing practices and their plans for the future. So, let’s begin!

The Most Interesting Social Media Marketing Stats

  • There were 3.5 billion active social media users worldwide in 2019 (45% of the world's population).
  • 11 new people start using social media every second.
  • The average American has 7.1 social media accounts.
  • Facebook Business Pages now number more than 60 million.
  • As of 2018, 35% of marketers use live video on social media.
  • 93% of all marketers cite more exposure for their business as the number one benefit of social media marketing.
  • 200 million Instagrammers visit a business profile every day. 
  • 75% of Instagram users take action - like visiting a website or making a purchase - after seeing an ad.
  • LinkedIn generates 277% more leads than Facebook and Twitter.
  •  YouTube mobile ads receive viewer attention 83% of the time.

Social Media Statistics: Massive Reach

There were 3.5 billion active social media users globally in 2019.

(We Are Social)

How many people use social media? Practically half the planet is on social media. The world’s population in 2019 was 7.676 billion, and 3.5 billion of them actively used social networks.

With 99%, the United Arab Emirates had the largest social media prevalence in 2019.

(Smart Insights)

When we look at social media usage statistics by country, we see that the UAE has the largest proportion of its adult population on social media. The global average is 45%.

3.3 billion people around the world actively use social media on mobile devices.

(We Are Social)

Social media usage statistics point to the indisputable prevalence of mobile devices. Gone are the days when people sat down in front of their PCs to surf the web. Now we do it all the time, mostly using our phones mostly, but sometimes also from our tablets.

The number of active social media users grew by 9% between January 2018 and January 2019.

(We Are Social)

Social media use keeps flourishing, year after year. In the 365 days between January 2018 and January 2019, 288 million new users joined one of the many social networks out there.

Internet users are now spending, on average, 142 minutes per day on social networking and messaging platforms.

(Digital Information World)

How much time do people spend on social media? According to social media stats recently published by Digital Information World, the average time spent on social media per day is well over two hours. This gives marketers plenty of opportunities to reach their target audience on these platforms.

There are 230 million active social media users in the US.

(We Are Social)

The number of social media users in the US is pretty high if you consider the fact that the whole country’s population is 328 million people. Of those 230 million Americans who are active social media users, 220 million access the social networks of their choice via smartphones.

Every day more than 2.1 billion people check at least one of the following accounts: Facebook, Instagram, WhatsApp, or Messenger.

(Facebook)

Facebook’s social media users statistics indicate that a staggering 2.1 billion users visit at least one of these social networks/messaging platforms every day. All four are companies owned by Facebook.

The average American has 7.1 social media accounts.

(We Are Social)

Facebook, YouTube, Instagram, Twitter, Snapchat, Linkedin, Pinterest, WhatsApp, Messenger... These are the most popular social media platforms according to their number of users. And the average American has an account on at least seven of them.

11 new people start using social media every second.

(Hootsuite)

The number of people on social media grows by 11 each second. What does this mean for you as a marketer trying to communicate with an audience? It means your potential social media reach grows organically by 11 users. Just swell!

44% of internet users have an ad-blocker.

(We Are Social)

This is among the less exciting but still interesting facts about social media. More than 40% of internet users turn on their ad-blocker while on social networks. It’s worth remembering that traditional marketing approaches might not work for people who have this kind of app installed on their devices.

Facebook Marketing Stats

Worldwide there were 1.59 billion daily active users on Facebook in June 2019.

(Facebook)

How many people use Facebook every day? The latest data provided by the network indicates that nearly 1.6 billion people visit the platform on a daily basis.

There are 2.41 billion monthly active users on Facebook as of June 2019.

(Facebook)

The number of people on Facebook is much greater when we include the users who access the platform less frequently. With a reach of 2.41 billion people every month, marketers can’t afford to ignore this channel.

There are 270 million fake profiles on Facebook.

(Mashable)

On the other hand, it’s worth remembering the negative facts about social media. Among the vast array of Facebook users is a disturbing number of fake profiles. On Facebook alone, there are 270 million duplicated or fraudulent profiles.

190 million Americans have a Facebook account as of July 2019.

(Statista)

Social media usage stats published by Statista show that an incredible 190 million US teenagers and adults have a Facebook account. India is the only country in the world with a larger number of Facebook users. More than 270 million Indians have a Facebook account.

76% of American adults can be reached with ads on Facebook.

(We Are Social)

This is by far the largest audience marketers can hope to get through on any social network. Marketing experts know this and most of them already advertise on Facebook.

There are more women on Facebook than men (53% vs. 47%)

(Omnicore)

Facebook user demographics data published by Omnicore suggests Facebook is a great platform for reaching both male and female audiences. However, there are slightly more women than men on this site.

The average American Facebook user is 40.5 years old.

(Chron)

Facebook users statistics show that this social media platform, which was founded by a Harvard student 15 years ago, has gained popularity among American adults of all ages. However, the average Facebook user’s age is 40.5, which might be higher than you’d expect.

94% of marketers use Facebook in their campaigns.

(Social Media Examiner)

Considering the fact that 190 million Americans use the network, it’s no surprise that so many marketers rely on Facebook to advertise their products. As many as 9.4 in 10 marketing specialists incorporate Facebook into their marketing efforts.

Just 48% of marketers feel their Facebook marketing is either “very effective” or “effective.”

Social Media Examiner)

However, not all of them are happy with their Facebook marketing results. Facebook advertising statistics indicate that 9% of marketers qualify their Facebook marketing as “very effective,” 39% say it’s “effective,” while 38% are uncertain. The rest believe they are flat-out failing.

On average, Facebook users click on eight ads each month.

(Hootsuite)

Even though users see many ads while they scroll through their Facebook feed, they avoid clicking on them. The average user clicks on an ad only eight times a month. The number goes up for female users, who click on 10 paid advertisements every month. Hootsuite’s social media advertising stats suggest that men do the same only seven times a month.

The average engagement rate for Facebook live videos is 4.3%.

(HubSpot)

Social media marketing benefits can include raising brand awareness and deepening customer relations. Using video content, you can accomplish both. However, keep in mind that live video runs laps around non-live videos in terms of user engagement. According to HubSpot’s Facebook live stats, live videos have a 4.3% engagement rate compared to a meager 2.2% for regular video.

85% of Facebook videos are watched without sound.

(HubSpot)

The majority of videos on Facebook are watched in mute mode according to social media marketing statistics. If you are a marketer figuring out the next move in your Facebook advertising strategy, you should definitely bear this information in mind.

80% of Facebook users react negatively when a video automatically plays with sound.

(Facebook)

In fact, eight in 10 Facebook users say they are annoyed with video content that automatically starts with audio. If your video content makes no sense without sound, include subtitles or post it on another network like YouTube or Instagram.

72% of marketers say they use Facebook ads.

(Social Media Examiner)

As many as 72% of marketing specialists regularly use paid ads on the world’s most popular social media platform. Facebook ads statistics reveal that B2C marketers use this feature more often than their counterparts in the B2B niche (76% vs. 66%).

49% of marketers say they’ve increased their Facebook ad activities in the past year.

(Social Media Examiner)

In the previous year, nearly half of marketers upped their stakes in the Facebook ads game. It doesn’t stop there; 67% say they plan on increasing their use of Facebook ads over the next 12 months.

Facebook Business Pages now number more than 60 million.

(Brandwatch)

Facebook has long outgrown its original purpose as a place for keeping up with friends and family. Nowadays, this platform is more or less a business hub, and there are more than 60 million active business pages to prove it.

97% of B2C and 91% of B2B marketers are focused on Facebook.

(Social Media Examiner)

Social media marketing on Facebook appeals slightly more to B2C marketers. Practically all marketing specialists reaching out to direct clients include it in their digital marketing strategy - an incredible 97%, to be precise. More than nine in 10 (91%) B2B marketers focus on this channel, too.

When asked “What will you invest in over the following year?” 67% of marketers responded that they would focus on Facebook ads.

(Social Media Examiner)

Facebook ads reign supreme. Most marketers plan to invest in them since they have proven to be a highly effective social media marketing method. Instagram ads are also popular with marketers - 53% plan to spend money on Instagram in the hopes of increasing brand visibility, customer engagement, or sales. Facebook Messenger ads are the third most popular planned investment (41%).

51% of marketers plan on using Messenger bots in 2019.

(Social Media Examiner)

Facebook marketing stats inform us that the majority of marketing experts plan to give Messenger bots a shot this year. This new in-app tool brings businesses closer to consumers by providing quick answers to frequently asked questions. Messenger bots are gaining traction quickly; last year only 15% of marketers used them.

70% of marketers want to learn more about Messenger bots.

(Social Media Examiner)

Before committing to implementing a new tool in their marketing strategy, marketers want to make sure they understand the technology they’ll be using. Seven in 10 would like to learn more about this product from Facebook’s array.

Instagram Marketing Statistics

Instagram has more than 1 billion monthly users.

(Instagram)

How many people use Instagram? Well, Instagram user statistics published by the social network itself reveal the mind-boggling figure of more than 1 billion users each month.

More than 500 million Instagrammers use Insta Stories every day.

(Instagram)

Cut the number of monthly users in half and you’ll get the number of Instagram users who access these short-format videos on a daily basis. More than half a billion people worldwide see an Instagram Story ad or two every day while watching their friends’ Stories. This is a marketing pool so deep and wide enough that it deserves every marketer’s attention.

44% of Americans over 13 can be reached with adverts on Instagram.

(We Are Social)

Instagram user stats that focus on the US show that marketers can reach 44% of the US population over the age of 13 on this platform. Amazing, right? Putting this into perspective, there are 120 million Americans you can target with Instagram ads.

In the five years between 2013 and 2018, the Instagram community has grown from 90 million to 1 billion monthly active users.

(HubSpot)

This makes this photo- and video-sharing app the fastest growing social media platform in the world. With the number of Instagram users increasing so rapidly, it’s only natural that marketers are flocking there, too.

73% of marketers use Instagram.

(Social Media Examiner)

According to Social Media Examiner’s 2019 Instagram stats, nearly three-quarters of US marketing experts advertise on this social media platform. At the moment, Facebook is the only platform more popular with marketers.

More than 2 million advertisers use Instagram every month.

(Sprout Social)

In other words, the second most popular social media in the US attracts more than 2 million marketing specialists every month. They report advertising on this channel increases their exposure, generates website traffic, and creates leads.

Users aged 18 to 24 are substantially more likely than those aged 25 to 29 to say they use Instagram (75% vs. 57%).

(Pew Research)

Pew Research on social media Instagram demographics shows that older teens and people in their early 20s outnumber users in their late 20s. These Instagram statistics show that three-quarters of Americans in the first age group have an Instagram account while only 57% of those in the other group report the same.

55% of people in Generation Z (aged 16 to 24) have increased their use of Instagram in the past year.

(eMarketer)

Marketing on this social media platform is essential if you want to reach a Gen Z audience. According to eMarketer, more than half of users aged 16 to 24 report that they use Instagram more frequently now than they did last year. This means your opportunities to communicate with them via this platform are greater than ever.

67% of American millennials have an Instagram account.

(Pew Research)

Apart from being among the most used social media apps for teens, Instagram is widely popular with millennials, too. Social media use statistics published by Pew Research in 2019 suggest that almost seven in 10 millennials have created an account on the photo-sharing app.

200 million Instagrammers visit a business profile every day.

(Sprout Social)

If you were wondering how many Instagram users interact with brands on a daily basis, here’s your answer: 200 million and counting. If you don’t already have a business page, get started on it ASAP.

80% of Instagram users follow a business on this social network.

(Sprout Social)

Using social media for business is a great way to interact with customers. They view it positively and want to engage. In fact, eight in 10 Instagram users follow at least one business on the network according to statistics on social media usage.

75% of Instagram users take action after seeing an ad.

(Hootsuite)

Not only do users gladly follow businesses on Instagram, but they often feel inspired to take action after seeing their ads. The fact that 75% of Instagrammers have been inspired to visit a brand’s website or make a purchase after seeing an ad makes it one of the best social media marketing platforms. If you market yourself cleverly, your efforts are very likely to pay off.

A quarter of all ads on Instagram are videos.

(HubSpot)

Unless you’ve been actively avoiding all social media marketing news, you’ll know that video is all the rage nowadays. Younger generations of consumers prefer it over textual content. If you’re in doubt whether to choose video, images, or carousel ads, go with video.

85% of millennials have purchased a product after watching a video about it.

(Business Wire)

If you’re planning on using social media for marketing, you should definitely keep this stat in mind. Video runs laps around all other content when it comes to product presentation. It is also a very powerful tool for evoking emotional responses and forging a brand identity.

60% of Instagram Stories are watched with the sound turned on.

(Jumper Media)

Unlike Facebook users who consume video content silently, Instagrammers view video with the sound on. Well, at least 60% of them do; the rest watch it on mute. Jumper Media’s social media studies remind marketers to cater to both needs.

One-third of brands on Instagram post 11-20 times a month.

(HubSpot)

In this day and age, having no social media presence is equivalent to not having a business at all. However, you shouldn’t overdo it on social media, either. The most common posting frequency for brands on Instagram is between 11 and 20 times per month. Heck, if it works for Dior, maybe you should give it a go.

Instagram’s ad revenue is projected to bring in nearly a quarter of Facebook’s total ad revenue by the end of 2019.

(Sprout Social)

As we have mentioned in the Facebook stats above, Instagram is owned by Facebook. All the revenue generated through Instagram ads is presented as a part of Facebook profits. As this platform’s social media growth continues, so does its share of Facebook’s overall revenue. By the end of 2020, it's projected that Instagram’s ad revenue will make up 30% of Facebook’s total ad revenue.

The volume of brand-sponsored influencer content on Instagram is projected to amount to 6.12 million posts in 2020.

(Statista)

The rise of social media has brought with it influencers - people whose opinions and world views influence other users to make decisions. They are a marketer’s best friend, as their recommendations can go a long way with modern consumers. And luckily for marketers, there are many influencers on the fastest growing social media platform. Statista’s Instagram statistics project that next year there will be more than 6 million influencer posts sponsored by brands.

Twitter Marketing Stats

1.3 billion Twitter accounts have been created since the network was launched in 2006.

(Brandwatch)

The network has gained a lot of users since it was founded 13 years ago. However, Twitter usage statistics point to the fact that many of those users haven’t exactly got hooked on it. As many as 44% of those who had made an account left before ever sending a Tweet, according to Brandwatch’s Twitter statistics.

330 million people use Twitter monthly in 2019.

(Statista)

So, how many people use Twitter? The latest data published by Statista suggests there are 330 million people who are active on the network every month. That number has slightly declined from 2018, when it reached a record high of 336 million.

47.05 million Americans can be reached with ads via Twitter.

(We Are Social)

For its comprehensive annual report, We Are Social gathered data about all major social media platforms’ total reachable advertising audience. Twitter shared that a little over 47 million Americans can be reached with adverts on the network. This figure is not as astonishing as the number of total Facebook users, but it’s still a sizeable audience.

Men make up 56% of the ad audience on Twitter.

(We Are Social)

Social media statistics reveal that men make up a larger portion of Twitter demographics than women. Indeed, 56% of the audience marketers can reach on this social media is male, while 44% is female.

On average, Twitter users have 707 followers.

(Brandwatch)

As Twitter followers statistics revealed by Brandwatch show, the average Twitter user has 707 followers. However, they are not all active, since a large number of Twitter users have never fully engaged with the network.

59% of marketers use Twitter.

(Social Media Examiner)

Twitter is the third-most popular social media with marketers, as it was last year. But its popularity has declined a bit. According to social media marketing stats presented in Social Media Examiner’s annual report, in 2018, 62% of marketing specialists said they used Twitter.

The media industry has the highest average number of posts per day on Twitter: 10.73 tweets.

(Digital Marketing Community)

Even though Twitter hasn’t become popular with billions of people worldwide, it has established itself as an important source of information in the US. Media outlets use Twitter to keep users up-to-date with current events. Despite having the highest post rate, the media has the lowest engagement rate: just 0.009%.

The average engagement rate on Twitter is 0.048%.

(Digital Marketing Community)

Let’s put the previous stat into perspective. According to social networking stats, the average Twitter engagement rate across industries is 0.048%. That’s more than five times the engagement rate the media industry gets.

With 0.08%, the alcohol industry ranks as the industry with the highest average engagement rate per post on Twitter.

(Digital Marketing Community)

It turns out people love alcohol so much that even tweeting about it is enough to get great engagement. The average number of posts in this industry is much lower than the media industry. In fact, it’s only 0.46 posts per day. The next two best-performing industries on Twitter are higher education and the hotel industry, with engagement rates of 0.079% and 0.071% respectively.

87% of B2B marketers use Twitter.

(Omnicore)

Omnicore’s social media advertising statistics show that Twitter is the second-most important social media platform for B2B marketers, behind only LinkedIn. The same source reveals that 13% of B2B leads are generated on Twitter, making it a pretty efficient marketing channel.

Tweets with photos get 150% more retweets than simply text-based tweets.

(HubSpot)

If you’re going to post something on Twitter with the aim of promoting your business, make sure to include an image. Twitter usage statistics suggest you’ll reach a broader audience that way, since people love retweeting posts with images.

LinkedIn Marketing Statistics

LinkedIn has more than 645 million users worldwide.

(LinkedIn)

LinkedIn statistics show that the network has gained quite a following since it first started in 2002. Today, it attracts 645 million professionals and companies from all corners of the globe.

LinkedIn ads reach more than 163 million Americans.

(LinkedIn)

Marketers can reach more than 163 million US users via this platform. Regardless of the fact that it has a large audience, LinkedIn is the best social media for business promotion since its users are already focused on business. There is no clutter, no baby pictures, no passive aggressive rants from your aunt. Users are more likely to notice and remember your business on LinkedIn than anywhere else.

48% of LinkedIn users are women.

(We Are Social)

Social media marketing statistics shared by We Are Social suggest that when marketers post on LinkedIn, men are more likely to see their message. That’s because this social media’s demographics are skewed towards men by a few percentage points.

There are more than 30 million companies represented on LinkedIn.

(LinkedIn)

Marketing specialists, especially those from the B2B niche, love this social network. How could they not when there are 30 million companies on it? It’s a great social media for small businesses looking to increase their exposure. It also does wonders for well-established companies who want to communicate their brand values or nurture customer relations.

46% of B2C and 80% of B2B marketers use LinkedIn.

(Social Media Examiner)

Wits so many businesses on LinkedIn, the platform truly is among the best business social media sites a B2B marketer could wish for. As many as eight in 10 B2B marketing specialists know this and use it. Almost half of their B2C colleagues also advertise their products and services directly to consumers on the platform.

71% of B2B marketers are interested in learning more about LinkedIn.

(Social Media Examiner)

Since social media impact on business is undeniable, it’s no wonder business owners and marketers want to improve their network-specific skills. LinkedIn is the platform that piques the interest of most B2B and half of B2C marketing specialists (71% B2B vs. 50% B2C).

LinkedIn generates 277% more leads than Facebook and Twitter.

(HubSpot)

This is one of those social media statistics for business you should take note of if you want to boost your sales. HubSpot analyzed more than 5,000 businesses that use one of these three networks to generate leads. The results were astonishing. LinkedIn dominated the visitor-to-lead conversion rate with an impressive 2.74%. Facebook and Twitter were far behind with rates below 1%.

YouTube Marketing Statistics

(We Are Social)

Which social media platform has the largest user base in the US? Well, statistics about social media indicate that this video-sharing platform captures Americans’ attention like no other social network. Indeed, YouTube has won over 82% of Americans of all ages. When it comes to the demographics of social media users on YouTube, it’s worth noting that women make up 54% and men 46%.

Globally, 83% of internet users turn to YouTube as their main source of video content.

(Hubspot)

When in search of a funny video or a how-to tutorial, people go to YouTube. They also turn to it when they want to learn about a product, see an honest review, or watch a new commercial. Naturally, you as a marketer care more about the latter. HubSpot’s social networking statistics show that Facebook is catching up with YouTube. It’s the second-most popular platform for watching video content online - 67% of Americans watch videos on it regularly.

More than 1.9 billion logged-in users visit YouTube each month.

(YouTube)

The number of YouTube monthly active users is just below 2 billion. That’s the number of people who access the platform while logged in with their YouTube account. Keep in mind, though, that the number of YouTube users who watch videos without logging in is far greater.

YouTube has an impressive 51% penetration rate among American internet users aged 75 years and above.

(Statista)

YouTube user statistics show that the video-sharing platform beats all other social networks when it comes to winning over older internet users. These social media usage statistics by age also show that as many as 96% of internet users aged 18 to 24 access YouTube regularly. In other words, YouTube has the highest user penetration rate across all age groups.

59% of Gen Z respondents say they use their YouTube app a lot more than they did last year.

(eMarketer)

Teenage social media statistics reveal that members of Gen Z report increased use of the YouTube app compared to the previous year. If you are a marketer or business owner targeting this age group, you ought to know you’ll find them on YouTube.

YouTube mobile ads receive viewer attention 83% of the time.

(Ipsos)

Not only will you find Generation Z users on YouTube; you’re likely to catch their attention. This is true of other generations as well. YouTube mobile ads are highly effective for engaging users - 83% of the time users focus on the message.

The number of small and medium-sized businesses advertising on YouTube has doubled since 2016.

(Hootsuite)

The importance of social media marketing is becoming evident to more and more SMBs. And what better place to reach an audience than YouTube? It has huge numbers of active users and the ads it shows on it successfully grab people’s attention. It’s every marketer’s dream.

70% of YouTube views take place on a mobile device.

(Hootsuite)

Hootsuite’s YouTube view statistics once again confirm the dominance of mobile devices. YouTube, like the other most used social media platforms, gets more use on mobile phones and tablets than on PCs and laptops. The proliferation of stable internet and our fast-paced modern lifestyle allow it, and users enjoy it. The lesson for marketers? Optimize your ads to fit mobile devices.

In November 2018, YouTube doubled the number of pre-roll ads it shows.

(Hootsuite)

This is one of those YouTube statistics that will have business owners and marketing specialists grinning. The company’s decision to increase the number of ads allows for more advertising space, which you can use to promote your business.

How-to videos shown in virtual reality (VR) have a 36% higher recall by viewers compared to the same videos watched on YouTube.

(HubSpot)

Even though people love using social media now and spend a lot of time on it, this might change soon. VR has the potential to be the next great thing both for marketing and social interaction, so we recommend keeping an eye on the latest advances.

Snapchat Marketing Stats

Snapchat had 203 million daily active users in 2019.

(Snapchat)

How many people use Snapchat? Social media statistics worldwide indicate there are approximately 203 million users who access this social network each day.

93.25 million people can be reached with Snapchat ads in the US.

(We Are Social)

According to We Are Social’s 2019 Digital Report, the advertising reach of Snapchat is a little under 95 million users. That’s 34% of Americans over the age of 13. However, the same report shows that the advertising audience of Snapchat is diminishing quarter-by-quarter.

56% of Snapchat users are female.

(We Are Social)

Stats on this social media platform show that it’s more popular among women and teenage girls than men and teenage boys. If you sell products aimed at this target audience, make sure you take advantage of Snapchat.

41% of US teens say Snapchat is their preferred social network.

(Statista)

Four in 10 American teenagers say they enjoy Snapchat more than any other platform. This makes it the most popular social media for teens. The same survey shows Instagram holds second position (35%), while Twitter and Facebook share a distant third place (6%).

Young adults aged 18 to 24 are far more likely than adults aged 25 to 29 to say they use Snapchat (73% vs. 47%).

(Pew Research)

The multimedia messaging app is most popular with Gen Zers. Millennials follow as the second demographic with the most users. Millennials and social media statistics published by Pew Research reveal that only 47% of adults aged 25 to 29 have a Snapchat account. On the other hand, the number of Snapchat users in the 18 to 24 age group is much higher: 73%.

56% of users from Generation Z say they’re using Snapchat more this year than they did last year.

(eMarketer)

Existing Snapchat users report increasing the time they spend on this network. As many as 56% of Gen Z Snapchatters say they are more active on the app this year than they were in 2018.

Only 8% of marketers say they use Snapchat.

(Social Media Examiner)

With such a slew of social networks, entrepreneurs and marketers have a hard time producing content for all of them. According to social media marketing stats, Snapchat doesn’t make the cut for most marketers. In fact, only 8% of them say they advertise on Snapchat. This means the competition isn’t fierce. If your target audience consists of teens and young adults, Snapchat is a marketing channel worth exploring.

Consumers, Marketers, and Social Media Video

Watching videos on mobile devices has increased by almost 10 million daily viewing minutes over the past two years.

(HubSpot)

Social media video statistics reveal that between the billions of daily social media users, millions of minutes of video content get devoured. People love watching videos on social platforms, so that’s what marketers should deliver.

As of 2018, 35% of marketers use live video on social media.

(Social Media Examiner)

Some marketing experts have already taken the hint and included this type of content in their social media strategy. A little over a third are already using the next big thing in social media marketing: live video.

64% of consumers say they’ve been influenced to make a purchase by a video they saw on social media.

(Smart Insights)

The power of social media marketing is perfectly encapsulated in this one stat. Not only can video entertain; it can also turn followers into paying customers. More than two-thirds of US consumers say they’ve bought a product after seeing a video on social media.

93% of marketers cite more exposure for their business as the number one benefit of social media marketing.

(Social Media Examiner)

Increased traffic was the second-most common benefit, reported by 87% of those in charge of marketing. These top two benefits have remained virtually unchanged for four years. Generating leads (74%), improving sales (72%), and creating loyal customers (71%) round up the social media advertising effectiveness top five list.

43% of companies with online stores report seeing significant traffic from social media.

(Marketing Sherpa)

Ever wondered how businesses use social media for marketing? Well, online stores use it to advertise their products on the largest social media platforms. And they get great results, too. In fact, 43% of online retailers that use this form of marketing say it is responsible for significant website traffic.

54% of consumers want to see more video content from their favorite brands or businesses.

(HubSpot)

HubSpot’s social media advertising statistics send a clear message to marketers. Consumers are interested in getting to know the brands they support, and they want to do it through video content.

61% of consumers want to learn something from the videos they see on social media.

(Hubspot)

Shoppers have another demand from videos they see on social networks. If you can make your marketing videos more educational by conveying a lesson consumers will find valuable, you’ll win their attention.

77% of marketers plan on using more video content in their future activities.

(Social Media Examiner)

Social media marketing stats prove that when consumers speak, smart marketers listen. The majority of marketing experts plan to increase the amount of video content they deliver on social media.

43% of B2C marketers say pre-produced video is the most successful type of content.

(Content Marketing Institute)

Almost half of marketers who address clients directly consider pre-produced video the best type of content they can share on social media. It evokes emotions, raises brand awareness, sparks conversations, and boosts engagement.

Achieve Nearly All Your Marketing Goals in One Place

Social media is no longer a place where young people waste time glued to their devices. Indeed, it evolved into a powerful business tool a long time ago.

Regardless of who your products are designed for or whether you have a B2C or a B2B business, there is bound to be a social network where you can communicate with your customers and leads.

If your target audience is millennial women, there’s no better place to reach them than on Instagram. If you sell services to teenagers, they’ll be most responsive to your message on Snapchat. Looking to engage with a more mature audience? Then Facebook is your best bet. LinkedIn is a B2B marketer's dream.

Like we’ve said, there is an ideal channel for each audience. As a marketer or a business owner, you must adapt to your audience’s changing demands.

FAQ
How many people use social media?

You might be surprised to learn just how many people have social media accounts. According to the 2019 Digital Report by We Are Social, there are 4.4 billion internet users in the world. That’s 57% of the global population. Of those with internet access, an astonishing 3.5 billion people use social networks.

What percent of teens use social media?

As many as 81% of US teenagers use social networks. This isn’t alarming on its own, but when we look at the time spent on social media by age we come across some worrisome information. According to social media addiction statistics shared by the Washington Post, some teens are spending up to nine hours a day on social media. For tweens, those between the ages of 8 and 12, the average is nearly six hours per day.

How many people get news from social media?

Pew Research social networking statistics show that some 68% of Americans get their news from various social media platforms at least occasionally (often: 20%, sometimes: 27%, hardly ever: 21%). However, they don’t put too much trust in that news. Of those who read the news on social media, 57% consider what they see to be inaccurate.

What percentage of the world’s population has an active Facebook account?

We have seen a huge increase in both the global population and the number of Facebook users by year. Yet focusing on the current numbers – 7.7 billion people inhabiting the planet and 2.41 billion active Facebook users each month – we come to the following conclusion. In 2019, 31% of the world’s population had an active Facebook account.

When are people most active on Facebook?

Fun facts about social media shared by Mashable inform us that people are most active on Facebook at 11:00 a.m., 3:00 p.m. and 8:00 p.m. ET. The biggest spike in user activity occurs at 3:00 p.m. ET on weekdays.

When did Instagram start?

The photo-sharing app was launched on October 6, 2010.

How many people have Instagram?

At the moment, more than 1 billion people worldwide have an Instagram account and use it at least once a month.

How many people are on Twitter?

Since the website began operating in 2006, 1.3 billion Twitter accounts have been created. However, the number of active monthly users in 2019 was much lower: only 330 million.

What is social media marketing?

Social media marketing is a form of digital marketing that involves creating and sharing content on different social media platforms in order to achieve marketing goals. Content needs to be curated so as to fit the format users of a particular network expect.

Can social media marketing really help my business?

If you’ve carefully read our stats and facts about social media, you’ll understand the answer is yes. Business owners need to adapt to consumers’ habits. People spend more than two and a half hours each day on social networks. What this means for businesses is that their TV ads might no longer be as effective as they once were. If they want to get the word out about their products or services, they must reach out to consumers on a channel they now frequent.

How do small businesses start social media marketing?

Like any other business endeavor, social media marketing starts with a plan. Setting clear goals and outlining a plan of action will help you stay on track and will keep you motivated. Since this is too broad a subject to cover in just a few lines, we suggest you take a look at this comprehensive guide on Hootsuite. It gives detailed tips and explanations on how small businesses tackle social media marketing.

How important is social media marketing for small businesses?

The importance of social media for small companies is undeniable. It’s how you grow from a small business into a well-established brand. Social networks give businesses a chance to connect with existing customers and an opportunity to grow that customer base. Word of mouth has nowadays been replaced by a like and share on social media platforms.

About author

Ivana is a staff writer at SmallBizGenius. Her interests during office hours include writing about small businesses, start-ups, and retail. When the weekend comes, you can find her hiking in nature, hanging off of a cliff or dancing salsa.

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Victimless crimes without bloody traces, fingerprints, or mysteries worthy of Hercule Poirots’ insights and findings don’t shake the public too much. People don’t usually expect white-collar office workers with their noses buried into piles of papers to keep dark secrets. Despite that, white-collar crime statistics show the seriousness of this problem, which can have devastating consequences on businesses and enterprises.  Money laundering, embezzlement, financial statement frauds, check or payment tampering are among the most common crimes committed by white-collar workers. We compiled data regarding those felonies to help you learn more about white-collar corporate crimes.  White-Collar Crime Stats: Editor’s Choice Only 28% of white-collar employees involved in corporate crimes are women. A typical white-collar felon is a married male in his forties.   White-collar crimes cost the United States over $300 billion per year. Only 6.1% of corporate criminals come from an unhealthy family background. Only 9% of frauds happen in nonprofit organizations. Corruption accounts for 43% of white-collar crimes and causes a median loss of $200,000 per case.  The maximum prison sentence for insider trading in the US is 20 years. White-Collar Crime Demographics: Who Commits the Crimes? Only 28% of white-collar employees involved in corporate crimes are women. (2020 Global Study on Occupational Fraud and Abuse) If there has ever been a need to draw a forensic sketch of a typical corporate criminal for identification purposes, it very likely wouldn’t be a woman. Detailed research into the demographics of white-collar criminals showed that women are very rare corporate crime offenders, accounting for only 27% of committed frauds. The fact that a vast majority are men is understandable given the disproportion of females in higher management positions at corporations. Corporate crime statistics reveal that a typical white-collar felon is a married male in his forties. (Bajoka) (University of Cincinnati School of Criminal Justice) The typical white-collar criminal doesn’t look any different than the co-workers you sip your morning coffee with. He is likely in his mid-forties, though some start earlier. He doesn’t have a criminal record and hasn’t committed any criminal acts until his late 30s. Most of them boast at least a Bachelor’s degree and belong to the professions not so often associated with illegal activities: lawyers, financial advisors, accountants, and clergy members. Some companies use employee tracking software to get a better insight into their workforce, but these felons are usually in positions of power, where they don’t get tracked or at least know how to circumvent it.  Statistics of white-collar crime in the US show 35.3% of felons have more than $10,000 in assets. (University of Cincinnati School of Criminal Justice) As we can see from the statistics gathered in the research commissioned by The University of Cincinnati School of Criminal Justice, over a third of white-collar criminals are well-established in the society, with more than $10,000 in assets. 63.5% have residential stability, and out of that number, 50.3% are homeowners. They are usually highly ranked in their companies, often at managerial positions, and 65.8% of them have steady employment.  White-collar crime racial statistics reveal 73.9% of offenders are white. (University of Cincinnati School of Criminal Justice) Social and other prejudices often take over the minds of people when they think of criminal activities. Corporate crime is a different beast, though.  Nearly three-quarters of white-collar offenders are white people coming from middle-class or better backgrounds. Notably, income tax frauds are overwhelmingly white-male driven crimes, with 91.4% of perpetrators being male and 89.1% white. Only 6.1% of corporate criminals come from an unhealthy family background. (University of Cincinnati School of Criminal Justice) When we speak or think about thefts, kidnapping, rape, or murders, we often envision the perpetrators coming from tough financial conditions and unhealthy family backgrounds. Statistics on white-collar crime indicate some often overlooked facts regarding the families the felons come from. Namely, only 6.1% of them were raised in families where they were abused, neglected, or abandoned as children. Only 6% grew up with at least one family member involved in criminal activities, and 15% had parents who struggled to provide the necessities of life. Common Types of White-Collar Crimes Asset misappropriation schemes account for 86% of frauds and cause a median loss of $100,000 per case. (2020 Global Study on Occupational Fraud and Abuse) Now that we know who commits white-collar crimes and the statistics behind them, we can determine the most common types of these crimes. According to the data gathered in the Report to the Nations global study on occupational fraud and abuse, the most frequent fraud scheme is asset misappropriation. This felony accounts for 86% of all white-collar crimes, but, luckily, it’s the least costly type with a median loss of $100,000 per case. Asset misappropriation happens when an employee misuses or steals the company’s resources and thus defrauds their employers.  Financial statement frauds are the most costly type of white-collar crime, with a median loss of $954,000. (2020 Global Study on Occupational Fraud and Abuse) Luckily, white-collar crime statistics indicate that financial statement fraud schemes are the least common type of corporate fraud, accounting for only 10% of the cases. So what are financial statement frauds? They involve schemes in which the offender intentionally omits or misstatements the material in the company’s financial statements. Corruption accounts for 43% of cases and causes a median loss of $200,000 per case. (2020 Global Study on Occupational Fraud and Abuse) Corruption takes up an expectedly high proportion of occupational frauds. Offenses such as bribery, extortion, conflicts of interest, bid-rigging, and other illegal activities cause losses of around $200,000 per case. One of the more alarming facts about white-collar crime is that corruption cases often cost companies more than just money. Often their reputation goes on the line, and many have to reach out to costly reputation management services to mitigate the damage. 64% of organizational offenses in the United States happen in closely-held or private corporations. (United States Sentencing Committee) Speaking of the structure of the organizations where frauds are committed, 64% of them are private or closely-held corporations. US white-collar crime statistics show that limited liability companies account for 22.7% of cases, and 9.3% of cases happen in publicly traded corporations. If we dig deeper into the infrastructure of American businesses committing corporate offenses, we can conclude that most are small in size. Namely, 66.1% had fewer than 50 employees, and only 9.7% had more than 1,000.  Only 9% of frauds happen in nonprofit organizations. (2020 Global Study on Occupational Fraud and Abuse) Although nonprofit organizations reported very low white-collar crime rates, the $75,000 in damages per case can be a serious blow to smaller organizations. According to the 2020 Report to the Nations study, private organizations accounted for 44% of corporate frauds, public ones for 26%, government agencies for 16%, and other company types for 6%. General White-Collar Crime Statistics FBI white-collar crime statistics show that these criminal offenses cost the US over $300 billion per year. (Cornell Law School 2020 Global Study on Occupational Fraud and Abuse) According to the Federal Bureau of Investigation (FBI), corporate crime offenses are estimated to cost the US more than $300 billion every year. Aside from fines, other penalties for white-collar crimes include paying the cost of prosecution, home detention, forfeitures, community confinement, supervised release, and even imprisonment.  Only 56% of organizations conducted an investigation of their worst corporate criminal incident. (PwC's Global Economic Crime and Fraud Survey 2020) When we look at white-collar crime report statistics, we can see that the main reason for the persistent recurrence of corporate crime might be the lack of people willing to report it. Figures show that only 56% of businesses conducted an investigation of their worst incidents related to white-collar crime. Simultaneously, barely one-third of organizations reported the incident to the board. 89% of the interviewees reported negative emotions after an incident or fraud happened at the company. Taking all the necessary steps to address and better understand the issue results in fewer fraud cases in the future. Ignoring white-collar crime sentencing statistics for a moment, nearly 60% of companies who conducted detailed investigations into the fraud cases ended up being better off for it.  80% of white-collar crime perpetrators received some punishment in 2020, but only 59% of the cases were referred to law enforcement agents. (2020 Global Study on Occupational Fraud and Abuse) Organizations can refer to the corporate criminal incident internally, through civil litigation, or by reaching out to law enforcement. The statistics on the response to frauds indicate that nearly half of the victim organizations (46%) never refer these frauds to law enforcement, believing that internal discipline is sufficient. Another big reason for refraining from reaching out to the criminal justice system is the fear of bad publicity (32%). There were 755 cases of money laundering in the United States in 2020. (United States Sentencing Committee) White-collar crime statistics by the state indicate that the Southern District of Florida had the highest number of money laundering cases during the fiscal year of 2020 (42). This was followed by the Southern Districts of New York and Texas, with 33 convictions each. One of the ways to prevent money laundering and tax evasion is to engage professional tax software solutions to help companies stay up-to-date and compliant with state and federal tax laws. White-collar crime prison statistics reveal that the maximum prison sentence for insider trading in the United States is 20 years. (US Securities and Exchange Commission) Even though not many people and organizations are willing to go to law enforcement in resolving corporate fraud cases, there are exceptions. When reaching out to the criminal justice system to solve the problem, victim organizations can expect the maximum prison sentence for insider trading to be 20 years. At the same time, the maximum amount of money charged from corporate criminals is $5 million for individuals and $25 million for organizations. Obviously, insider trading is just one of the many corporate frauds that can ruin a company’s finances and reputation, but the steep punishments should serve to encourage more people to speak up and get the felons convicted.
By Danica Djokic · October 07,2021
Diversity and inclusion are some of the most important policies that can not only improve the working environment and enhance employee engagement but significantly contribute to all other aspects of any business. The benefits are numerous, and we will discuss them as we unveil some of the most interesting diversity in the workplace statistics. Being a diverse company means hiring people of different ethnicities, gender, age, religion, etc. Companies that have successfully implemented D&I initiatives are often seen as more desirable for employees due to their broader perspective and the positive attitude they cherish. We have done our research, and these are some of the reasons everyone should embrace diversity. Editor’s Choice of Diversity in the Workplace Statistics In 2019, millennials accounted for 35% of the US labor force. Only 8% of CEOs at Fortune 500 companies are female. Diverse companies are 70% more likely to acquire new markets. 46% of Hispanic and 39% of black women earn less than $15 an hour. During the COVID-19 pandemic, fathers who worked remotely were promoted three times more than women in the same position. General Workplace Diversity Data and Stats In 2020, only 17.9% of persons with disabilities were employed in the US. (US Bureau of Labor Statistics) Based on the report published by the US Bureau of Labor Statistics, in 2020, the unemployment rate for persons with disabilities grew compared to the previous year. In 2019, the percentage of employed persons with disabilities in the US was 19.3. However, those numbers dropped to 17.9 the following year.  Regarding people without disabilities, the report stated 66.3% of them were employed during 2019, but the numbers decreased to 61.8% in 2020. These rates show that there is still much work to be done to overcome the lack of diversity in the workplace, and statistics will need to include more people with disabilities in the workforce going forward. By 2024, it’s expected that 24.8% of the US workforce will be employees older than 55. (Deloitte) It’s not a secret that the US workforce is aging each year. Research on shifting workforce demographics, conducted by Deloitte, suggests that by 2024 employees aged 55+ will make up 24.8% of the workforce. This might not mean much to you, but it is a severe increase if we go back to 1994 when this percentage was significantly lower, or to be precise, 11.9%. The research also projects that the US workforce diversity statistics are about to change and, by 2024, less than two-thirds of the labor force will be defined as “white non-Hispanic.” Back in 1994, over 75% of the labor force fell into that category. In 2019, millennials accounted for 35% of the US labor force. (Pew Research Center) Millennials are all those born between 1981 and 1996, and back in 2019, they accounted for over a third of the US labor force. In 2016, the millennial generation surpassed Generation Xers and became the largest population in the US labor force.  According to research from 2019, Millennials are expected to comprise 75% of the global workforce by 2025.  Gender Diversity in the Workplace Statistics Only 8% of CEOs at Fortune 500 companies are female. (Statista) The gap between male and female leadership roles has always been a thing, and there are multiple statistics to confirm that. However, it looks like things are changing for the better. As Statista confirmed earlier this year, there’s been a new record when it comes to female CEOs. As of June 14, 2021, there were 41 female CEOs employed at Fortune 500 companies. According to the statistics, this wasn’t the only record that got broken. For the first time ever, two black women are running America's 500 highest-grossing companies, giving us hope that gender diversity on executive boards might become a reality in the not-so-distant future. In terms of the median salary in the US, women earn around 18% less than men. (PayScale) The gap between the leadership roles isn’t the only hurdle that women are facing in business nowadays. PayScale, a company that helps employers and employees understand the appropriate pay for every position, reviewed these issues in its Gender Pay Gap Report for 2021. According to this report, women earn only $0.82 for every dollar a man makes. Although it might sound discouraging, this is a slight improvement compared to 2020, when they earned one cent less, as per employment diversity statistics. Also, bear in mind these are uncontrolled pay gap statistics - when doing the same job with the same qualifications, the numbers are less dire: women earn 98 cents for every dollar a man does. During the COVID-19 pandemic, fathers who worked remotely were promoted three times more than women in the same position. (CNBC) The ongoing COVID-19 pandemic has affected all aspects of the business as we know it. Many had to adapt to the new reality and switch to their home offices instead. According to a CNBC report, 34% of men with children working from home received some kind of promotion during this period.  On the other hand, women’s jobs have been hit much harder by the pandemic. According to an analysis conducted by the National Women’s Law Center, of the 1.1 million workers ages 20 and over, who left the labor force between August and September of 2020, 865,000 were women. Racial and Cultural Diversity in the Workplace Statistics 46% of Hispanic and 39% of black women earn less than $15 an hour. (The Washington Post) In 2019, around 39 million people earned less than $15 per hour. These 39 million employees made about 28% of the workforce at the time, and the majority of the low-wage category consisted of Hispanic and black women. In fact, they were more than 2x as likely as white men to fall into this wage category.  Based on the Washington Post’s research on diversity in the workplace, statistics haven’t really changed since 2019. Roughly 46% of Hispanic women and 39% of Black women still make less than $15 an hour. On the other hand, only 18% of White and Asian men hover around this wage bracket. More than 90% of all Google employees are white or Asian men. (Statista) According to Statista, the distribution of Google employees in the US from 2014 to 2021 does not look very racially or gender-diverse. The data for 2021 shows that white men account for 50.4% of employees, with Asian men following with 42.3%. On the flip side, only 4.4% of the employees are black men and women. If you look at the timeline of these statistics on diversity in the workplace, you will see the Asian population is experiencing steady growth, while the white population dropped from 64.5% in 2014 to 50.4% in 2021.  In 2019, black people held only 3.2% of senior leadership roles in large organizations in the US. (Coqual) “Being Black in Corporate America” is the name of Coqual’s intersectional exploration aimed to show if and how things have changed for the black people in the US during the past few years. The research on the representation of black adults in the US has shown that only 3.2% of black people held senior leadership roles in major companies, with just 0.8% of them being Fortune 500 CEOs. Benefits of Diversity in the Workplace Statistics Diverse companies produce 19% more revenue than those with non-diverse leadership. (Forbes) A study by the Boston Consulting Group (BCG), published in 2018, has found that diverse leadership increases the bottom line for companies. According to the study, increasing the diversity of leadership teams can lead to improved financial performance and better innovation. The study included 1,700 companies of all sizes across eight different countries. These findings are important as they show that diversity isn’t just an inclusion metric but an integral part of any successful business. In 2019, gender-diverse companies were 25% more likely to outperform their competitors. (McKinsey) Various diversity in the workplace stats show just how important diversity is and how it can help boost the overall performance of businesses of all sizes. Based on the findings from McKinsey’s research in 2019, companies with gender diversity have 25% higher chances to achieve higher profits than those with less gender diversity on the executive boards. Ethnic diversity in leadership teams is another vital factor. According to the report, companies implementing ethnic and cultural diversity on the executive level have a 36% likelihood of outperforming the competition.  Diverse companies are 70% more likely to acquire new markets. (Harvard Business Review) (Josh Bersin) Establishing a diverse workplace is vital for all modern organizations, and there are many diversity in the workplace statistics that prove this. Diverse companies also have 2.3 times higher cash flow per employee. They are also far better at capturing new markets when compared to the companies that do not practice diversity hiring.  80% of US job candidates look for inclusion when choosing an employer. (Deloitte) Salary and working hours aren't the only deciding factor when it comes to choosing a new employer. Back in 2017, Deloitte published a research paper that surveyed more than 1,300 full-time employees from a range of organizations all across the US. The paper showed just how important diversity and inclusion initiatives are by showing that four-fifths of all employees look for an inclusive workplace. 39% of respondents confirmed they would quit their current job if they found a more inclusive working environment, while 23% indicated they already left a job for that very reason.
By Nikolina Cveticanin · October 04,2021
Women account for 50.8% of the US population, hold 57% of all undergraduate degrees, and approximately 60% of all master’s degrees. And even though they hold about 52% of all management-level jobs, American women cannot keep pace with men in terms of representation when it comes to top leadership roles.  As male vs. female CEO statistics show, it’s the profit and loss roles or P&L responsibilities such as leading a brand, unit, or division, that set executives on the track to becoming a CEO. On the other hand, women who advance into C-suites - the “chief” jobs in companies - typically take on the roles such as head of human resources, legal, or administration. Although all of these functions are extremely important, the line of work they focus on doesn’t involve profit-generating responsibilities, which rarely makes them a path to running a company. Why does the percentage of CEOs that are female remain low in all parts of the world? There isn’t a simple answer to this question. Several studies have shown that it’s the fusion of work-life constraints, early professional trade-offs, and firmly established attitudes towards women in power and the skills and traits that make a good leader that can explain why the careers of equally ambitious and capable men and women often take such different turns. Let’s take a look at some of the most interesting findings. Male vs Female CEO Statistics - Editor’s Choice Female CEOs are running 41 Fortune 500 companies. There are two Black women among the Fortune 500 CEOs. Women made up only 5% of the CEOs appointed in 2020 globally. At the CEO level, men outnumber women by approximately 17 to one.  59% of male employees aspire to become CEOs versus 40% of women. 77% of women say the biggest obstacle to gender equity at the workplace is the lack of information on how to advance. Between 2015 and 2020, the share of women in senior vice president roles in the US increased from 23% to 28%. (McKinsey & Company) Over the same period, the percentage of women in the C-suite went up from 17% to 21%. All women, especially those of color, remained significantly outnumbered in senior management positions. However, prior to the start of the coronavirus pandemic, the representation of female workers in corporate America was slowly trending in the right direction.  According to 2020 statistics on female CEOs in the United States, 21% of C-suite members were women.  (McKinsey & Company)  Based on the survey results published by McKinsey & Company, there’s a leaky pipeline for women in leadership. In 2020, female workers accounted for 47% of entry-level positions, 38% of management roles, and 33% senior management/director roles. Women were entrusted with under one third (29%) of all vice president positions in American organizations. For every 100 men who got promoted to a managerial role, only 85 women advanced to the same position, based on the 2020 data.  (McKinsey & Company) This gap was even larger for women of color as only 71 Latinas, and 58 Black women received a promotion. Consequently, women remained underrepresented at the managerial level holding just 38% of manager positions, while men accounted for 62%. Male vs female CEO statistics from 2020 indicate that 39% of senior-level women burned out compared to 29% of men. (McKinsey & Company) Furthermore, 36% of women felt pressured to work more, in comparison with 27% of men. At the same time, 54% of C-suite women reported that they constantly felt exhausted, and so did 41% of men in similar positions. More than 50% of women in senior leadership roles promote gender and racial equality at work, in comparison with approximately 40% of male top executives. (McKinsey & Company) Women in leadership positions are more likely than men in senior-level roles to take a public stand on racial and gender diversity and champion the advancement of employee-friendly programs and policies. Women CEOs are also more likely to sponsor and mentor other female workers. According to the results of a recent survey, 38% of women in senior-level positions currently mentor or sponsor at least one woman of color, compared to only 23% of men in the same roles.   Female CEOs are running 41 Fortune 500 companies. (Fortune, Statista) In 2021, the number of women appointed to CEO positions in America's 500 highest-grossing companies reached an all-time high. However, the new record still only translates to approximately 8% of female representation at the top of the country's largest public businesses.  On the plus side, the number of women CEOs of Fortune 500 companies almost doubled in comparison with 2018 when there were 24 females leading the nation’s biggest businesses. Calls for diversity and inclusion in the highest echelons of America’s business world are starting to bear fruit as the number of female Fortune 500 chief executive officers increased for the third consecutive year. The top five biggest female-led Fortune 500 businesses as of August 2021 are CVS Health (rank four), Walgreens Boots Alliance (rank 16), General Motors (rank 22), Anthem (rank 23), and Citigroup (rank 33).  Speaking of women in leadership roles, statistics show that there are two Black women among the Fortune 500 CEOs. (Fortune) For the first time, two Black women are running Fortune 500 businesses - Roz Brewer of Walgreens Boots Alliance (rank 16) and Thasunda Brown Duckett of TIAA (rank 79). Before Duckett and Brewer started their new jobs in 2021, only one Black woman - Ursula Burns, former Xerox chief - had ever been appointed CEO at a Fortune 500 business on a permanent basis. After Burnes stepped down from the role in 2017, and, with the exception of Bed Bath & Beyond's Mary Winston, who worked as interim chief for a few months in 2019, Black female chief executive officers have been missing from the Fortune 500 list ever since. Citigroup CEO Jane Fraser is the first woman to run a major Wall Street bank. (Fortune) Fraser’s appointment marked huge progress for the financial industry. Much like Dick's Sporting Goods chief Lauren Hobart, Clorox chief Linda Rendle, new Coty CEO Sue Nabi, Walgreens Boots Alliance’s Roz Brewer, Thasunda Brown Duckett of TIAA, and CVS’s CEO Karen Lynch, Fraser took over from a male CEO. Statistics on Fortune 500 CEOs by gender reveal that there were only 37 female and 463 male chiefs leading America’s highest earning businesses in 2000. (Fortune) The number of women in CEO positions in the Fortune 500 hasn’t been growing steadily throughout the last two decades. There were 24 female chiefs in 2015, 21 women CEOs in 2016, and 32 women running Fortune 500 businesses in 2017, while that number dropped to 24 in 2018.  At the median, 16 female CEOs earned $13.6 million in 2020, in comparison to $12.6 million for the 326 men included in a study. (Equilar) According to a study published in May 2021 comparing a male CEO salary vs. a female CEO salary, women have outpaced men in total pay but remained underrepresented in executive positions. Equilar’s study indicates that Lisa Su, the chief executive officer of Advanced Micro Devices, was the highest-paid woman for the second consecutive year and the highest-paid CEO overall in 2020.  Globally, women made up only 5% of the CEOs appointed in 2020. (Heidrick & Struggles) The highest percentage of newly-appointed female CEOs was in Ireland (15%), while the lowest was in Brazil (0%). This is according to a paper that analyzed the backgrounds of chief executives leading 965 of the largest companies in 20 markets around the world. It sought to identify the skills and experience that shaped their path to the top while taking different male vs. female CEO statistics into account.  At the CEO level, men outnumber women by approximately 17 to one.  (Morningstar) According to a study that explored the gender gap in US companies, the number of male executive officers is seven times higher than the number of women holding the same positions. More than 50% of the companies analyzed didn’t have a single female on their lists of executive officers. Jackie Cook, the author of the Morningstar report, found that online retail giant Amazon didn’t have any women among its highest-paid executives as of 2020.  Women who negotiate for raises and promotions are 30% more likely to be considered as "too aggressive" or "intimidating". (Business Insider) Speaking of male managers vs. female managers, statistics reveal that women who don’t negotiate at all are 67% less likely to receive the same negative feedback. The proportion of women in senior management roles increased from 20% in 2011 to 29% in 2020, globally. (Grant Thornton) As 2019 saw a jump of 5% compared to 2018 (amounting to a total of 29%), 2020 represents a leveling off of the progress made during the previous year. This lack of movement doesn’t necessarily reflect a failure of companies to address the existing gender gap. Globally, the proportion of companies with at least one woman in senior management was 87% in 2020.  (Grant Thornton) The number of female CEOs and senior managers has risen by almost 20 percentage points over the last few years. For comparison, this figure stood at 68% in 2015 and 68% in 2017.  77% of women say the biggest obstacle to gender equity in the workplace is the lack of information on how to advance. (Working Mother Research Institute) Only 41% of female survey participants, as opposed to 64% of male respondents, said they have a network of coaches, mentors, and sponsors offering them career guidance. 37% of women versus 64% of men said that their companies provide information on career paths that lead to executive roles. (Working Mother Research Institute) Additionally, women CEO statistics indicate that 74% of female employees understand what the specific requirements are for advancing to the highest-paying roles in their companies even though they don’t receive this type of information directly.  60% of women believe they have the same opportunities to advance as anyone else at their workplace versus 74% of men.  (Working Mother Research Institute) Similarly, 65% of women express they are satisfied with the way their careers are progressing, and so do 78% of men.  Male vs female CEO stats reveal that 59% of male employees aspire to become chief executives versus 40% of women.  (Working Mother Research Institute) Of those women who aspire to become CEOs, 6% are first-level managers (as opposed to 13% of men) and 39% are executives. The same goes for 40% of men hoping to take on the role of chief executive officer.  Businesses with high representations of women in leadership roles had a 35% higher return on equity and 34% higher total shareholder return in comparison with male-dominated companies.  (Catalyst) Female vs male CEO statistics compiled by an NGO during a review of 353 Fortune 500 companies show that the differences were most apparent in facial services, consumer discretionary, and consumer staples industries.
By Milica Milenkovic · September 24,2021

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