10 Social Media Stats All Marketers & Brands Should Know

Written By Tom Marsh

For better or worse, social media has changed the way each of us lives our lives. From how we interact with friends and family, to how we consume media and make purchasing decisions. Social media is powerful, unavoidable, and it’s here to stay. In fact, social media users equated to roughly 58% of the world’s population (around 4.6 billion users) in 2021, a number that is expected to continue to grow well into the future. For businesses and brands aiming to make the biggest marketing impact on these platforms, understanding how we use social media is more important than ever. With that in mind, here’s 10 social media stats we think everyone should know.

1. Facebook is the most popular social media platform, followed by YouTube, WhatsApp, and Instagram

Facebook tops the charts for the number of monthly active users in 2022 with 2.90 billion. This is followed closely by YouTube with 2.29 billion monthly active users, then WhatsApp with 2.00 billion, and Instagram with 1.39 billion.

The powerhouse Facebook is, it’s no surprise brands continue to deploy colossal spending on Facebook ads due to its superior algorithm, data and targeting.

 
 
 

2. TikTok tops mobile app downloads

TikTok has taken just 5 years to reach this impressive milestone and even less if you consider that it only really started gaining momentum in 2018. TikTok in particular represents huge opportunities for marketers and businesses, with engagement rates up to 3.5 times higher than similarly sized Instagram promotions. In addition, TikTok overtook Instagram with popularity amongst teenagers, with 18-24 year olds representing roughly 45% of users. Following TikTok in mobile downloads are Instagram, then Facebook, then WhatsApp.

With the amazing quality of content you see on Tiktok, there is so much attention space to capitalise on for brands.

 
 
 

3. The average internet user spends 2.5hours on social media every day

It’s clear we’re all slowly all becoming social media addicts… As social media continues to penetrate every aspect of our lives, it unveils countless opportunities for brands and businesses to make an impact.

 
 
 

4. Social media advertising is growing

Annual spend on social media advertising rose to $154 billion in 2021, growing 17.4% from 2020. That means advertising on social media represents a third of all digital advertising.

 

5. Social media advertising is costing more…

Compared to this time last year, average global CPM (cost per thousand impressions) has risen by 33%! Clearly, it’s more important than ever to ensure marketing campaigns are well planned, tailored, and effective to achieve maximal brand engagement and good ROIs.

 

6. Influencer marketing continues to grow

Spend in influencer marketing soared in 2021 to $13.8 billion, compared to $9.7 billion in 2020. The market is further expected to grow to $15 billion in 2021. The targeted nature of influencer marketing represents are key strategy for brand outreach, with huge potential returns.

 

7. Our reasons for using social media are changing

48% of social media users cite ‘staying in touch with friends and family’ as the main reason they use it. Interestingly, 23% say ‘seeing content from my favourite brands’ and 21% say ‘following celebrities or influencers’ as their main reasons for using social media. In another survey, 75% of consumers said they trust recommendations they see on social media, including both influencers and their social circles. Clearly, a well-researched, targeted influencer marketing campaign can have a massive impact on brand awareness and engagement rates, particularly if that content appears genuine and relatable.

 
 
 

8. Instagram still represents an important avenue for users to find new products and services

Despite the meteoric rise of TikTok, Instagram is still a key platform for influencer marketing. In one survey, 79% of marketers consider Instagram as an integral part of their advertising campaigns, and for good reason: one survey found that after seeing posts with product information, 87% of users took a specific action, such as following a brand, visiting a retail store, or making a purchase.

9. Micro influencers are set to make a big impact in 2022

Micro influencers have relatively small numbers of followers (anywhere from 10,000 to 50,000). Whilst limited in individual reach, brands are starting to see the value in this type of smaller scale targeting, where posts can exude authenticity, relatability, and credibility, meaning they tend to have higher engagement rates.

 

10. Cross channel campaigns are on the rise

In 2020, the average social media user had 8.4 social media accounts, compared to 4.8 accounts in 2014. As social media platform usage continues to diversify, increasing importance will be placed on cross-platform marketing campaigns. Despite their similarities, not all platforms are created equal; for example, we’ve seen that TikTok and Instagram primarily target younger audiences. Even within platforms, the type of targeting matters. YouTube, for example, has options for advertising through primarily interactive livestreams or targeted influencer ads. An appreciation for these differences is key to any successful influencer marketing campaign.

Tom Marsh
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