Social media is no longer an option; it is a necessity.
In today’s digital age, many businesses know the importance of using social media for business. The right strategy can generate more leads and drive sales through the roof.
Social media usage has surged in the last few years. It’s time to start paying attention to your social media for business. Don’t let past inexperience, disinterest, or even failure stop you from taking advantage now.
Social media is the reason many businesses have seen rapid growth. You may notice some of your competitors have gained on you. In some cases, they’re even running circles around you. They generate leads that are cheaper and flow more freely, they’re closing deals faster, and the people in charge of purchasing decisions remember them more readily. Social media trends reflect this growth.
And where are you right now?
You’re still struggling with cold-calling, emails, and conventional advertising. A few years back, that worked – the leads were pouring in. But today? Not so much
conventional marketing methods are too expensive and most of your potential customers can’t be reached using those antiquated tactics. They’re not picking up their phones, your emails are going unanswered, and paid ads are a waste of time and effort.
On the other hand, businesses using digital marketing with a strong social media presence are raking it in. They might have an inferior product compared to yours, but that doesn’t matter. Brands on social media are seen and heard, mostly for free, while you’re paying to get your foot in the door.
(Un)Surprising Social Media Statistics for Business
- Overall, about 54% of the world’s population has a social media account. That’s 4.2 BILLION users across the globe. (Source: Hootsuite)
- Broken down, that number is approximately 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers use social media in some form. (Source: eMarketer)
- 98.8% of these users access their accounts through mobile devices like smartphones or tablets. (Source: Oberlo)
- 61% of those people check their smartphone within 10 minutes of opening their eyes in the morning. (Source: RootMetrics)
- What’s more, a Deloitte survey estimates these people go on to check their smartphones at least 52 times during the day.
- 44.8% of social browsers used social media to research products in 2020. (Source: Hootsuite)
- 63% of customers actually expect companies to offer customer service through their social media – and 90% of social media users have already connected with a brand or business through their chosen platform (Source: Smart insights)
- Adults aged 18 to 34 are most likely to follow a brand on social media, with 95% of them doing so. (Source: Marketing Sherpa)
- The likelihood that a consumer will recommend a brand on social media to others after having a positive experience is about 71%. (Source: Ambassador)
- 71% of small-to-midsized businesses use social media to market themselves, and of those who do so, 52% post at least daily.
Social media is where users spend time, and where your audience is. What’s more, it’s where they want to learn more about you. And your competition already knows it – that’s why marketers spent over $99 billion on social media advertising and marketing in 2020. (Source: Statista)
Let’s take this a step further and break down some of the important statistics by these platforms.
As one of the largest and longest-running social media platforms, Facebook should not be neglected. Your ideal customers are likely there, you’ve just got to reach them.
- According to We are social, there are 2.5 billion active monthly Facebook users.
- Of those active users, 74% of them log into Facebook daily (Source: Pew Research Center) and spend an average of 38 minutes per day on the platform.
- Facebook Stories attract 500 million daily viewers. (Source: TechCrunch)
- 1.4 billion people are involved in Groups every month. (Source: Facebook Insights)
- 60% of Americans watch videos on Facebook. (Source: Status brew)
- 15% of Facebook users shop on the platform – a number that will only grow. (Source: eMarketer)
- Facebook users click on an average of 11 ads each month, with women clicking on more ads (14 per month) than men (10 per month). (Source: Hootsuite)
- 90 million small businesses use Facebook Pages, Groups, and Messenger. (Source: Status brew)
Another of the most popular and prolific social media platforms is Twitter. Although fewer people use Twitter than Facebook, the platform is very different, and therefore used differently, by both consumers and business.
- Twitter boasts 330 million active monthly users. This represents a 9% growth over the previous reporting. (Source: Statista)
- Link clicks make up 92% of all user interaction with tweets. (Source: HubSpot)
- 78% of people who complain to a brand on Twitter expect a response within the hour. (Source: Lithium)
- A whopping 83% of Twitter users who sent a tweet to a company – and received a response – felt better about the company and were more likely to do business with them. (Source: Twitter)
- That said, only 3% of tweets about customer service issues call out the company’s username with the @ symbol – so you’ve got to watch out for them! (Source: Marketing Land)
- People are 31% more likely to remember what they read on Twitter as compared to general online browsing. (Source: Twitter)
- 53% of users say they made a purchase they first saw on Twitter. (Source: WebFx)
- Twitter ads are 11% more effective than TV ads during live events. (Source: Twitter) Think about that next time you watch a Superbowl ad!
Another important platform to use is Instagram, the image-sharing platform. Instagram is as different from Twitter and Facebook as they are from each other. This means you need to learn to use it (and its particular type of content) effectively with a well thought out social media marketing strategy to reach the best audience.
- As one of the fastest-growing platforms, Instagram has 1 billion monthly active users, and about 500 million daily users. (Source: Statista)
- Instagram boasts one of the youngest audiences, with 72% of teens saying they use it. (Source: Sprout Social)
- What’s more, 64% of users are under 34. (Source: Statista)
- Despite being known as an image sharing platform, videos actually get 21.2% more interactions compared to images, and 18.6% more than carousels. (Source: Sprout Social)
- Surpassing Twitter in 2017, 71% of US-based businesses now use Instagram. (Source: eMarketer)
- Ad spending on Instagram is 23% higher than on Facebook according to an internal analysis by Merkle.
- Engagement with brands is over 10 times higher than on Facebook. (Source: Status brew)
- In fact, 200 million people visit at least one business profile every day, and 130 million people engage with shopping posts every month. (Source: Sprout Social)
- 11% of Instagram users shop through the app. (Source: eMarketer)
As the premier B2B social network, LinkedIn is important to your business in different ways from Instagram, Facebook and Twitter.
- LinkedIn has 690 million monthly active users. (Source: LinkedIn)
- Designed with networking in mind, LinkedIn is 277% more effective than Facebook when it comes to lead generation and customer acquisition, with 45% of marketers gaining customers through the platform (Source: Sprout Social)
- In fact, 80% of social media B2B leads, and 46% of all social media traffic to company websites come from LinkedIn. (Source: LinkedIn)
- 65% of B2B companies have used LinkedIn paid ads. (Source: Sprout Social)
- 95% of B2B content marketers have used LinkedIn for organic marketing. (Source: Content Marketing Institute)
- 76% of B2B content marketers have used LinkedIn as a paid social media platform. (Source: Sprout Social)
The writing on the wall is clear – decision-makers consult others before making a purchase. They ask friends, colleagues, and peers for their two cents worth. And they usually take to social media to check the buzz around a product or a service.
65% of B2B Buyers rely on recommendations and review sites. (Source: Weidert)
How does it look when the only online reference to your company is your website and an obvious PR article? A couple of results in the search engine don’t exactly inspire too much confidence.
55% look for information about your business on social media. (Source: Biznology)
This isn’t really surprising – if people are going to complain or praise a company, they will do it where it has the greatest impact. Having a presence there means that you can drown out (and respond to) the negatives while making sure that you brag about the positives as much as you can. Social media management has become the new customer service.
Articles beat advertisements and 80% of B2B decision-makers prefer them. (Source: Marx Communications)
Content marketing is more important than ever. A handful of great articles, strategically shared over social media platforms, inform and add value. They help build trust and move actions along, but they do not drive them – which is something that today’s ad-weary customer appreciates.