You may learn a lot about the pros and cons of various social media sites by looking at marketing data.
Developing effective, planned campaigns that bring in the desired results requires first understanding what does and does not work, as well as learning about the social media-related behaviour of potential customers.
The potential benefits of social media marketing are well recognised by most companies. It’s a good beginning, but it’s also a very general and nebulous claim.
While it’s true that “social media can benefit you,” phrases like “TikTok is soaring with Gen Z viewers” or “YouTube is an excellent search engine, making it easier to connect with your audience” are considerably more informative.
Average Monthly Users of Social Networking Sites
These all-encompassing social media marketing statistics can provide light on the broad patterns of social media use.
Just 51% of teenagers say they use Facebook, down from 71% in 2015. Teenagers spend a lot of time on other sites, including TikTok and Instagram.
Data on Consumers’ Use of Social Media
To better engage with their audience, marketers should take advantage of the long-term, relationship-building potential presented by social media.
With the exception of Pinterest, these channels aren’t only for making cold, hard sales to consumers.
With that in mind, these numbers can shed light on how to make the most of the sales-driving potential of each social media site and fine-tune your marketing strategies accordingly:
You may expand your audience and make new connections by using sponsored social advertisements, which are utilised by 27% of internet users to discover new items.
For maximum impact, optimise your content for high interaction, use relevant hashtags, and enhance your posts, as here is where 52% of online brand discovery occurs.
The Numbers Behind Social Media Videos
It’s no secret that videos play a huge role in the majority of social media marketing platforms. Because making a video takes more time than taking a picture or posting an announcement, some companies are still hesitant to put money into it. You still have access to a wide variety of resources for making high-performing video (for example, see our post on Instagram here), and the following numbers should convince you that you should be using video for your channels:
- At least once a month, 90% of internet users will watch a video online, with the majority of those views coming from social media platforms.
- One-third of all social advertising budgets in 2020 are expected to go towards social video advertisements.
- When compared to other types of postings, videos on Instagram receive much more likes and comments. Instagram video posts receive an average 1.87% engagement, while picture posts only receive an average 1.11%.
- Snapchat or Instagram in the last 30 days.
Advertisements on Social Networking Sites
Social media advertising has the potential to be highly profitable and effective. (Details for Facebook, Pinterest, and Instagram may be found here, here, and here, respectively.) These are the general social media advertising metrics you need to know in addition to platform-specific metrics for maximising the effectiveness of your campaigns.
- A negative emotional reaction can be triggered in users of social media within a fraction of a second (before the viewer has even had a chance to blink) by “weak” advertisements (which may be general, ambiguous, or not appropriately tailored towards the target demographic).
- LinkedIn’s cost per lead is 28% less than that of Google AdWords, and its superior targeting options are invaluable to B2B enterprises.
- If you want people to give your offer or ad some serious thought, you might want to promote it on Twitter, where users stick around for an average of 24% longer than they do on other platforms.
- Facebook Stories is a fantastic medium for discovery, with 58% of American users saying they took a closer look at a business as a result of seeing it there. Remember that Instagram Stories has 500 million daily users and Facebook Stories has 300 million daily users.
- Even though Instagram and Facebook use the same ad platform, Instagram has larger ad expenditure by about 23%. Our data suggests that, while Instagram Ads may be more expensive than other Facebook placements, they may also be more effective at generating conversions. Nevertheless, the relative cost of Instagram placements has decreased dramatically since their initial launch, so this may not always be the case. In general, Instagram may be receiving more attention from brands.
Several Data on the Marketing Potential of Social Media
In this section, we’ll examine a plethora of useful social metrics that can inform your future campaign planning and strategic decisions.
Just because they don’t fit neatly into any other category doesn’t mean they aren’t important; in fact, we felt they were so vital that we made sure to include them regardless of where else they may have been placed.
Conclusion
The benefits of social media marketing for organisations of all sizes and types are well-known, but the field is also rife with complexities.
There is a plethora of options for distribution channels, and you should tailor your material to each one for maximum impact.
You can optimise your efforts in the future if you have a firm grasp of how people move through the funnel on various platforms, the kind of material they engage with most, and the devices they use to access that content.