The social media world is always changing and expanding at a breakneck pace. New social networks emerge each year, old ones go away, and social marketing methods develop. Each generation of consumers introduces novel methods for customers to connect with these social networks.
The benefits of adopting social media for businesses also seem limitless. It expands brand awareness and audience reach and provides a platform for communicating with and nurturing connections with prospects, leads, and consumers.
Additionally, it gives several chances for revenue generation and dissemination of varied marketing messages, such as user-generated content.
As of 2022, users worldwide spent an average of 147 minutes per day on social media, up from 145 minutes the previous year.
Social media platforms have continued to expand in terms of size and functionality. The expectations, wants, and habits of its users are always changing, and you must be aware of these shifting tides to attract and engage your audience successfully.
Key Social Media Stats to Know
By examining social media statistics and data from the last two years, you can determine the types of content that'll resonate with your audience and the steps you can take to deliver better social customer service and increase your ROI.
Here are some key stats that can fuel your marketing strategy and help you successfully manage your social media projects in 2022 and beyond.
1. More than 58.7% of the world's population uses social media
(Source: We Are Social)
Globally, there are 4.65 billion social media users, which equals 58.7 percent of the world's population. However, if we limit our analysis to ‘eligible' audiences aged 13 and older, evidence indicates that about three-quarters of all individuals capable of using social media do so already.
You just need to do your research, figure out where they like to hang out and spend time online, then build an active social presence on those channels to connect with them.
2. Facebook remains the leading social media network with 2.9 billion monthly active users
While YouTube and Whatsapp were so closely behind Facebook for the past couple of years, this time FB has taken the lead with 2.9 billion monthly active users. Meanwhile, Youtube and Whatsapp have 2.5 billion and 2 billion respectively.
Facebook claimed over 3.58 billion monthly core Family product (Instagram, Whatsapp) users in the third quarter of 2021.
So you'll want to expand and focus your presence on as many channels as possible. This way, you'll be able to reach more people and help your message go further.
3. 99% of people of social media users access networks via mobile devices (tablet or phone)
(Source: Data Reportal)
When it comes to social media usage by device, the data leans heavily towards mobile, with only a meager 1.32% of users accessing their favorite networks on desktop.
Social media and sleep are activities that often follow each other as most people browse on their phones before bedtime.
This means that you need to ensure that your landing pages, web pages, and other digital content are mobile-friendly, or you'll risk alienating the majority of your audience.
4. 53% of consumers want to engage with images, while 54% want to engage with video content
(Source: Sprout Social)
Visual content leads the charge regarding attracting audiences and getting them to interact and engage with your posts. Try to incorporate images and videos into your social media content as much as possible.
Turn your old text posts into images, create promotional videos to market your products and services, share user-generated content, etc. There are many graphic design software and photo editing tools out there that you can use to create stunning visual content.
5. About 39% of Gen Z users say that their purchasing decisions are influenced directly by what they see on TikTok.
Unlike the older generation, millennials and Generation Z are open to discovering new brands and shopping for products/services on social media. However, they'd rather patronize and support businesses that share their social values and take the issues that matter to them seriously.
It can be seen that new-gen audiences are influenced by brands that advertise on platforms such as TikTok. To appeal to this demographic, your brand needs to get to know your audience and their concerns better, then tackle those issues the best way you can.
When you present your brand as an ally and show that you share your target customer’s struggles, your message will better resonate with them, and they’ll feel more connected to you.
6. 37% of users strongly trust other users as their “preferred” kind of influencers.
It’s seen that the users on social media strongly trust other users or brands as their “preferred” kind of influencer, when compared to celebrities (7%).
Organizations can use this information and leverage their advertising and cater to the audiences accordingly. You could provide some incentives to loyal customers and in turn, make them act as your ‘influencers’ on social media platforms. They will want to publish and post pictures or videos related to your products themselves, and in turn, boost your ROI.
7. 57% of consumers follow brands on social media to learn about new products and services
(Source: Sprout Social)
Most customers and prospects are looking to stay updated on new products, services, and relevant company news by following your brand's social feed. You must give them the information that they want and need.
Are you launching new products? Talk about it. Fixed a bug in your app? Let them know. Making some changes to your hours of operation or running a sales campaign? Create content that communicates this information to your audience.
When planning your social media posts, consider the updates that'll be most valuable to your audience, then develop your content around that. If you don't fill the information gap for them, someone else will, which might not be favorable to you.
8. Poor customer service and quality of products are the main reasons why consumers unfollow brands on social media
(Source: Sprout Social)
You need to prioritize providing excellent customer support and quality products or services to your customers, or 49% of them will abandon you and jump ship to one of your competitors.
When people make inquiries or complaints on your social media pages, aim to respond to them within 24 hours and resolve the issues as efficiently as possible. This will go a long way towards increasing customer loyalty and retention.
You'll also want to avoid posting too much, sharing irrelevant content, too many ads, abusing privacy, or getting involved in a corporate scandal, or you'll risk annoying and chasing away your audience.
9. About 78% of consumers think audience engagement, transparency, memorable content, and distinct personality are what makes a brand's social presence stand out
(Source: Sprout Social)
Take a look at how brands like Nike and Wendy's are always winning when creating impactful campaigns and engaging their audience on social media.
People love to follow them, view their content, and interact with them because they have developed a unique brand voice and keep coming up with creative ways to get their message across to the people who matter.
Learn from them. Get to know your target audience intimately, use social listening to figure out what they want and don't want, and understand how they use social media and the types of content that resonate with them.
Analyzing your social data can help you determine what your core audience considers engaging, memorable, and unique. You can then apply those insights to ensure your next social campaign hits all the right notes and drives people to take desired actions.
10. 43% of social media users want to see more stories, live videos, AMA sessions, and user-generated content from brands
(Source: Sprout Social)
Evolving social media trends show that users are looking for more engaging, visually stimulating, and interactive content from the brands they follow and support.
Providing relevant information quickly and conveniently should be your guiding principle when producing content for social. Start a podcast for your business, create webinars around topics you're knowledgeable about and those your audience would find valuable and relevant.
Use storytelling in short video clips to show followers how they can get the most out of your products or services. Conducting polls and ask-me-anything sessions will allow you to gather valuable feedback from your audience and educate them on subjects that are not clear to them.
Let your followers peek behind the scenes by sharing live videos showcasing your work culture, production process, and other aspects of your business that make the brand possible.
User-generated content will go farther and be more convincing than your regular marketing content, so don't hesitate to share them and empower your audience to create them.
Ready to get started?
As you can see, social is a powerful medium for driving awareness, attracting new leads, improving customer service and loyalty, and generating sales for your business.
In this day and age, you cannot survive or scale successfully without being active on social media. As a marketer or business owner, it's imperative that you keep your fingers on the pulse so you can quickly tweak your strategy to align with emerging trends.
Rather than guessing what your followers want or dislike, make use of the social media usage facts above, as well as data from your accounts to rev up your social strategy.