Updated: Sep 25, 2020

Original article by: By Joanna Carter 11 Oct, 2019


Social Media Trends, take a look at what we believe are the key social media marketing trends for 2020 that marketers need to be aware of in order to ensure their marketing strategy is up-to-date and as effective as possible.






Social media has now become synonymous with digital marketing, going hand-in-hand with most – if not all – digital campaigns. However, social media is far from static and what worked a few months ago may not get you the same good results now.

Habits change, platforms evolve, and new platforms come into existence. All of this influences how people use and react to social media marketing, as well as how marketers are able to reach their audience.


It is more important than ever before for marketers to understand and stay ahead of the curve when it comes to social media. Doing so ensures you have the right tools at your disposal, an up-to-date strategy, and the required skills to make the most of social media.

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With this in mind, we’ve taken a look at some of the trends that we believe are going to be important when it comes to social media marketing in 2020. Here are the trends that we, and other experts, think you need to be aware of ahead of the new year:


The digital detox


There are now 3.484 billion social media users across the globe, which is a 9% increase compared to last year. This equates to 45% of the world’s population being on social media. It also means that social media adoption has actually beaten previous estimates, which suggested that an estimated 2.82 billion would be using social media in 2019. While this suggests that brands have the opportunity to reach larger audiences than ever before, a new trend is affecting that audience base.


More people are now choosing to “detox” from social media, deleting apps and profiles in order to step away from it. This is more than just the usual changes we see in terms of people choosing to use one platform less in favor of another – such as Facebook seeing users decline but Instagram attracting more – this trend is seeing people take a temporary or permanent break from all social media.

One in three adults in the UK are now reducing their social media use. Some 6% of users have removed an app from their phone, 6% have permanently deleted their accounts and 8% have both deleted their accounts and removed social media mobile apps.


A big reason for this is that people now feel overloaded by social media, with the permeation of social media affecting their mental health and wellbeing. Others choose to detox because they don’t trust social media platforms, either due to issues like Fake News or because of privacy and data concerns.

"I think that this year, we'll be seeing more of a change in the way social media users act online; I think that digital detox will become more prevalent this year, with many people trying to limit the amount of time they spend on social media.

"I also think that there will continue to be a big push towards making social media more private and secure for its users - this has been a big problem recently and many people are just realizing how truly dangerous a lack of online privacy can be. And these things, of course, will have a big impact on marketing too - brands and marketers need to be on top of these trends and act accordingly."


Lilach Bullock – Content marketing and social media specialist.


This isn’t to say that social media will become void in terms of digital marketing, but marketers do need to understand the impacts it could have. When added to the issues that pay-to-play social media brings, more people taking on a digital detox (whether temporary or permanent) will impact reach and engagement of your posts. This can affect the results of any customer acquisition or brand awareness campaigns you launch across social media platforms.


Ultimately, it’s vital that you don’t start putting all your marketing eggs in the social media bucket. You need to ensure that enough budget and resource is still being given to other channels, including email marketing and search engine marketing. However, it’s also vital that you ensure that any social media presence you do have is as meaningful as possible. Your brand needs to offer more than memes - you need to deliver content that has a positive and memorable impact on your audience and that provides as much value as possible.


Building social media communities


A big part of meaningful and valuable experiences on social media is the way that brands engage with their audience. While sharing posts that you believe your target audience will enjoy is part of maintaining your social media presence, you also need to encourage and cultivate interactions that are more than a simple like or share.

There are a lot of brands out there who seemingly have large social media followings and yet, when you look more closely at individual posts, their engagement levels are almost non-existent. Those brands that are seeing more engagement from their followers are doing so by building communities around their content.



This isn’t to say that communities are a new concept, but they are being built by brands in different ways, which is paying off and will likely continue to do so as we head into 2020.

“While social communities aren't a new concept, how brands build them is changing the way we interact with them. There are many brands, both B2C and B2B, that have massive followings with no real engagement. The bottom line is your online presence should expand your reach, to ultimately drive more conversions.

"For starters, it's crucial to measure your efforts and stay in touch with your audience. Social media suites are a great way to see everything in one place, from post creation and distribution to monitoring and analytics. Figure out what's working and what's not – don't be afraid to pivot and try something new!

Encourage your team to create their own social presence to promote content and increase overall brand trust. This tactic leads to an authentic voice for your company, Twitter chats help create a strong sense of community through content, bringing thought leaders from all areas together in a real-time conversation. It gives your brand the perfect opportunity to engage directly with current and potential customers.


"More than ever before, potential buyers want to hear from current customers – so give them a place to do just that.”


Bridget Poetker – Senior Content Marketing Specialist at G2

Building social media communities away from your profiles is just the start, after all, creating a group and having people join is no guarantee that they will engage. You also need to create content that gets them talking, encourages conversations and cultivates that feeling of community. Doing so can keep people engaged with your brand but also bring in new leads and customers while also adding a human, personalized element to your brand.


“I believe that the days of merely posting content and people showing up to engage are slowly coming to an end as pay-to-play social media becomes more and more prevalent with every social network over time. As a company, you're already at a disadvantage, which is why it will become more important than ever to actually engage with your community.

"I'm not talking about engagement so that your content shows up better in the algorithm, but actually thanking those people in your community not only when they comment or engage with your content but actually proactively reaching out to them like a social media user would reach out to a friend. If your business wants to survive in organic social media in 2020, I believe that this sort of humanization of your brand will be necessary.”


Neal Schaffer - Leading Global Educator and effective implementer of social media strategy for business.


Social media influencers and word-of-mouth marketing


One benefit of building social media communities is the fact that they help with word-of-mouth marketing, which is another big social media marketing trend for 2020. Communities allow you to engage with Nano or micro-influencers who are already advocates of your brand in order to get them to share honest views and experiences of your products or services.


We all know that influencers have been around for a while and they have now become an expected part of the social media experience. They can offer great benefits for brands, including a relatively high earned media value, especially now that Instagram usage is continuing to grow at an elevated rate.



However, many types of influencers are no longer trusted by consumers. Big influencers are not only expensive for brands, they no longer have the impact that they used to because they are seen as disingenuous. In fact, 61% of consumers will trust the recommendations of friends and family over celebrity endorsements because they are more likely to be honest.

In comparison, smaller influencers, such as those who are likely to be part of your communities, tend to have better relationships with their followers, which means they benefit from a higher level of trust. This can lead to more engagement at a lower cost, as well as increased trust in a brand that is more likely to culminate in conversion.


“A good reason to follow my advice on social media communities is that this will also make it much easier for your brand to engage with influencers in 2020. This obviously is the other way to incite Word of Mouth marketing on social media when organic social media for businesses is pretty much dead.

“Now I'm not talking about spending thousands of dollars and reaching out to celebrities who are promoting one brand today and another brand tomorrow. I'm talking about authentically engaging with those in your community who are already following you and are already Nano if not micro-influencers and finding a way to collaborate with them.

“I am so passionate about this subject that it is going to be the focal point of my next book, Age of Influence, which publishes in March of 2020, but needless to say I hope that marketers in 2020 will realize that social media is not just a place to market to people, but really is the ultimate forum for you to find and collaborate with a variety of social media users of varying influence that can help push your marketing objectives forward.”


Neal Schaffer - Leading Global Educator and effective implementer of social media strategy for business.


Taking on Nano or micro-influencers as brand ambassadors means that they can share posts about your brand but also engage in conversions with their highly engaged following or others within communities. It is these conversations that are more likely to influence buying decisions and help build trust in your company.


This type of marketing creates positive brand sentiment, gets people talking about your brand and provides more insights into consumers' buying behavior and pain points. All of this better enables you to create a genuine experience for your audience.


The rise of alternative platforms


Facebook, Twitter and Instagram tend to be the core platforms used by B2C brands, with LinkedIn also being vital for B2B companies. However, many users are growing fatigued with these core platforms while brands have to fight harder than ever before to achieve good levels of organic reach and engagement.


While Twitter has seen growth so far this year, its active user numbers have declined from it’s all-time 2017 high. Similarly, Facebook has seen a huge drop in users – especially younger users – over the last two years, with younger audiences opting to spend time on other platforms. Combined with the increasing pay-to-play format of social media channels, this means that brands aren’t seeing the results on these platforms that they previously did.



[Average monthly Twitter users by year]


One social media platform that is becoming a go-to, especially for younger generations, is TikTok. While the app was launched in 2016, its popularity has grown fairly recently, with 2019 seeing a huge number of users flock to the platform. It now has around 500 million monthly active users worldwide and registered more than 1.1 billion installs as of March 2019.


TikTok is unlikely to be the best option for B2B brands, B2C companies with a younger target audience (41% of TikTok users are aged between 16 and 24) could find it to be a great platform to encourage engagement with users who are stepping away from more traditional social media platforms.


As well as TikTok, a good platform to invest in for those looking to encourage e-commerce sales through social media could be Pinterest. Although Pinterest is far from new on the scene, it has experienced a recent resurgence, meaning it is now used for more than just saving recipes or getting decorating inspiration.


Pinterest has found that it fits well into the e-commerce space and has an audience that is engaged with the idea of buying products they see on the platform. In fact, 75% of Pinterest users say they are “very interested” in new products compared to just 55% of people on other social media platforms.


This is likely why retail brands are finding success on the platform, with them reporting 2x higher returns on ad spend from the platform than other forms of social media and a 1.3x higher return than traditional search.


“Since Instagram as an e-commerce platform is getting harder to gain customers from, marketers will highly likely move to Pinterest. Pinterest now resembles Instagram when the latter emerged. No obtrusive ads, user-friendly search engine, and no fake influencers. More than 250 million people use Pinterest every month, and this number will increase.


“Speaking of TikTok, this platform keeps growing very rapidly. Marketers and business owners whose target audience are teenagers and young people should definitely consider TikTok as a winning marketing platform. TikTok is already an attractive platform for YouTube, Instagram, and Twitch bloggers since it's effortless and fun to make videos and gain fame there.”


Klara Alexeeva, Content editor at combin.com


Utilizing these alternative platforms allows you to engage with an audience who may not be on Instagram, Facebook or Twitter, as well as providing you with different ways to share your content. This could help deliver better results and shape your future social media marketing strategy.

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Social media as customer service


Customer service is always going to be a vital aspect of providing a good customer experience, but in the digital age, the customer service you offer is a lot more visible to everyone online. As well as online customer reviews, customer complaints and issues are easier to find than ever before due to the fact that a lot of them are shared on social media.


Over a quarter (28%) of consumers have used social media to communicate with a company in the last year, a trend that is likely to increase due to the fact that more than 30% said it is a convenient contact method and around 23% believe it is a good way to get 24-hour service.


Because social media is viewed as being so convenient, it is expected that brands will find it easy to use as a method of customer service. As a result, most people expect brands to respond to a question or complaint on social media on the same day, with 37% wanting a response in under 30 minutes. Only 6% don’t expect a response at all, while 31% want one in under 2 hours and a further 26% want to hear back within four hours, showing that the expectations for good customer service on social media are high.


This is why social media as a form of customer service is going to be a big trend for 2020, especially with so many brands looking to create online communities.


"In the same way that social media became a real alternative for an actual social life, it is rapidly evolving as a customer service tool. Companies have taken notice of this, and offer more and more customer service through social media. Brands have developed significantly more active social accounts, all for the sake of interacting with the massive user base spread across social media channels.”



As well as offering an easy way to speak to customers and quickly deal with issues – especially as everyone is so connected to social media – this form of customer service offers benefits for brands. Answering a customer complaint can increase customer advocacy by as much as 25%, meaning that responding to complaints can help create loyal customers. However, you also need to remember that failing to respond to a complaint can decrease customer advocacy by 50%, so a social media customer service strategy is required in order to ensure all members of your customer care team are following the same steps, especially as more customers are likely to be contacting you through social media over the next year.


Telling Stories on social


Since the launch of Snapchat, other social media platforms have rushed to add the Stories format to their offering. The result has been huge growth in the usage of this format for Instagram in particular, which as of January 2019, boasts 500 million daily active Stories users across the globe.


[Daily active Instagram Stories users]


Stories offer a different experience to feed-based sharing due to the fact that they are visual and designed to be both created and consumed in-the-moment, rather than shared to a feed that will remain visible. There’s a lot of room for experimentation, tongue-in-cheek posts and fun, which makes Stories highly engaging, and it is one of the likely reasons as to why Stories had a growth rate that was 15x the rate of Feeds in 2017.


However, the growth in Stories isn’t just among consumers, businesses are also utilizing this social media tool for marketing purposes. According to Hootsuite’s 2019 Social Trends Survey, 64% of marketers have either already implanted Instagram Stories into their social media strategy or are aiming to do so in the next 12 months.


On average, brands are posting Stories on around seven days a month, averaging out to one Story every four days. Brands with a following of 100,000 or more share Stories more regularly (every two days), likely due to the fact that they can benefit from a greater range of Stories features – such as adding a link to their posts on Instagram.


Brands are also advertising more via Stories, with 45% of Instagram ad spend being on Stories, suggesting that brands are seeing better results with the more direct format being offered by Stories.

“If you regularly use social media, it will not come as a surprise that Instagram Stories’ popularity will further increase in 2020. Battenhall conducted research that found that 98% of Instagram accounts use Stories, while 400 million users watch Instagram Stories on a daily basis.


“It appears that big brands are favoring Instagram Stories for their advertising and marketing, in fact, one in three of the most-viewed Stories are from businesses. However, the question is why are they so popular?


Instagram Stories are more authentic than traditional Instagram posts that allow for heavy editing and altering. The content is only available for 24hrs, therefore, it is current and will not become outdated. Consumers want live updates and real-time content. Instagram Stories are normally the most up-to-date content a business can offer a consumer. Through Instagram Stories, you can share other people’s Instagram posts. This function allows people to connect easily with other accounts and businesses.


“I think that brands are going to begin to use Instagram Stories to push consumers to IGTV, to create more long-form content for their organizations. Alternatively, perhaps towards social e-commerce, where brands will begin selling their products via Instagram Stories.”




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Updated: Sep 25, 2020

(Original article by Hootsuite: https://blog.hootsuite.com/instagram-marketing ), colour influences buying decisions and brand recognition.



17 Instagram Marketing tips you cant afford to ignore -


1. Use a business account


Just in case you skipped over the section above and plan to dive into the rest of the tips while using a personal account, here’s why you should reconsider.

A business account gives you access to features you can’t use with a personal account, including:

Instagram Insights (see Tip 17)Instagram ads (see Tip 16)Instagram Shopping (see Tip 13)Contact information and a call-to-action button on your profile

A creator account has its own set of benefits for influencers and content creators. But for most marketers, a business account is where it’s at. Hop back up to the top of this post and convert your account if you haven’t already done so.


2. Clearly define your goals


All social platforms are tools. But you can’t use those tools effectively unless you know what it is you’re trying to build.

Instagram marketing can mean different things to different marketers. Are you looking to:

Increase brand awareness? Get new leads? Establish your brand as an industry leader? Make sales?

You might even want to combine several different outcomes. But unless you know where you want your Instagram strategy to take you, you’re unlikely to get there. We’ve got a whole blog post on goal setting to help you decide what matters most to your business.


3. Define your audience


A little preliminary research can help you figure out who you can best reach using Instagram. For example, our post on Instagram demographics shows that:

The most active Instagrammers are between 18 and 29.The United States is the largest Instagram market. More urban residents use Instagram than their suburban peers.

But that doesn’t mean you should only use Instagram to try to reach Urban Americans in their 20s. Instead, you need to define your target market so you can create content that speaks directly to that audience.

This will also become critical when it comes time to choose targeting options for your Instagram ads.


4. Optimize your profile


In just 150 characters, your Instagram bio needs to make a great first impression, convey your brand personality, and tell people why they should bother following your Instagram account.

That’s a lot to ask from a small space.

Fortunately, you also get a few other fields on your Instagram profile to showcase what your brand is all about and make it easier for people to find you. These include:

Your name: 30 characters, included in search. Your username: AKA your handle. Up to 30 characters, included in search. Your website: A clickable URL you can change as often as you like. Category: A business feature that tells people what you’re all about without using up bio characters. Contact info: Tell people where to find you. Call-to-action buttons: Give Instagrammers a way to interact with you directly from your profile page.

G Adventures does a good job of making the most of all the fields the profile has to offer.


For more profile strategies, check out our blog post on how to optimize your Instagram profile for business.


5. Choose the right profile photo


For most brands, your Instagram profile photo should be your logo. This helps provide credibility and allows visitors to see at a glance who you are.

Your Instagram profile photo displays at 110 by 110 pixels, cropped to a circle with a 110 pixel diameter. However, it’s stored at 320 by 320 pixels, so you should upload a file that large to make sure it still looks good if Instagram changes how profile pics are displayed.

If your logo is a square, you’ll need to zoom out to make sure the whole thing shows within the circle, like Home Depot does:


6. Create visually compelling content


Instagram is a visual medium, so your posts have simply got to look great. You don’t need professional photography equipment, but your photos do need to be sharp, well-lit, well-composed, and in focus, at a minimum.

Even more important, your visual content needs to be compelling. Great photos are nice, but if they don’t tell a story, or get viewers excited, they’re not going to help you use Instagram for marketing.

Not sure what to post? Here are a few ideas:

Behind-the-scenes posts: Give followers a look at your office, your storefront, or your manufacturing process. Quotes and text-based images: Play with text to create visually interesting content with no photos required. Regrams and UGC: User-generated content is by nature authentic and compelling. Instructional posts: Teaching followers how to achieve a goal is about as compelling as it gets. Videos: The maximum length of a video post on Instagram is 60 seconds, but you can go much longer with IGTV.

We’ve got a whole blog post packed with content ideas for Instagram, if you need more inspiration.


7. Establish your brand’s “look” on Instagram


Once you decide what type of content to publish, you need to decide how it’s going to look. As we explain in our post on creating an Instagram aesthetic, color influences buying decisions and brand recognition.

Your Instagram look should be consistent across your posts, helping followers easily recognize your content in their feeds.


One great example of this is the Instagram account mr.pokee, home of a hedgehog and a cat dubbed “the world’s cutest adventurers.”


The photos have a consistent colour scheme, look, and feel. They’re immediately identifiable.

One easy way to achieve this kind of consistency is to use Light-room presets. We’ve got a set of five free Instagram presets you can download to get started.



8. Write great captions


True, we just said that Instagram is a visual medium. But that doesn’t mean you can neglect your captions. Your brand voice is just as important as your brand look. Like your visuals, it should be consistent across posts.

Instagram captions can be up to 2,200 characters long, so you can use them for everything from a quick quip to detailed storytelling. That said, only the first two lines of text appear in news feed without tapping more.

Since people tend to scan captions rather than read them thoroughly, you want to get all the important information into those first two lines.

In our post on the best caption length for every social network, we recommend the following Instagram caption lengths:


Organic posts: 138–150 characters and Instagram ads: 125 characters

If you’ve got more to say, go ahead and say it. But make sure the extra text is worth it. National Geographic is the classic example of long-form Instagram content. If you can match their level of storytelling, don’t be afraid to go long.

Your caption should be relevant, entertaining or informative, compelling, and on-brand. For more details, check out our post on how to write great Instagram captions.



9. Use hashtags wisely


Hashtags are a key way to increase your visibility and discover-ability.

You can use up to 30 hashtags in an Instagram post. But, realistically, you probably don’t want to do that.


We recommend using between five and nine hashtags per post. More than that can look like hashtag stuffing, a spammy tactic that turns followers off. Worse, if you use irrelevant or repetitive hashtags, users can choose not to see your content for that tag.

To get the most benefit, choose hashtags that:


Are relevant, specific to your niche and do not encourage follow- or like-swapping (think #like4like or #followme)


We’ve got a full guide with the latest hashtag strategies for Instagram if you want to do a deep dive on this topic.


10. Engage


If you want engagement on Instagram, you have to engage, too. Posting quality content is great, but if you ignore comments and never interact with any other profiles, you’ll have a lonely existence on the network.


At a minimum, respond to comments users post on your feed. But also seek out popular accounts in your niche, follow them, and like and comment on their posts. Make yourself visible in a non-promotional way.


If someone tags you in a post, check it out and look for opportunities to engage. Can you re-share their post in your feed or in your story?


11. Don’t neglect Instagram Stories

Half of businesses on Instagram use Stories. And they’re getting great results: A third of the most viewed Stories are posted by businesses. Stories are a key part of a good Instagram marketing strategy.

Instagram Stories disappear after just 24 hours. Followers expect them to be more real and raw than your curated Instagram feed. They provide a great opportunity to connect with followers and build relationships.

In our post on the best ways to use Instagram Stories for business, we highlight the following strategies:

Tell a story: Have a message in mind, even for this in-the-moment format. Get interactive: Use Stories features like polls and questions. Aim for personal connection: Stories are a huge driver of Instagram direct messages that help build follower loyalty. Use a call to action: Don’t rely on the small “swipe up” Instagram overlays for outside links. Use text to tell followers why they should swipe. Be consistent: Like your Instagram feed, your Stories should align with your brand voice and aesthetic.


12. Use Stories highlights and covers to boost your bio


We covered all the components of your Instagram bio in Tip 4. But there’s a bonus component we didn’t mention: Stories highlight covers.

You can create highlight albums to preserve your top Stories content, so it doesn’t disappear after 24 hours. Your highlight albums appear right under your bio, and you can create custom covers for each.


Used effectively, this adds a whole extra component to your bio, giving potential followers loads more information about your business and why they should follow you on Instagram.

For example, Rocky Mountain Soap Company uses highlights covers to share some of their core values.


We’ve got 40 free Instagram highlight covers to get you started.


Bonus: Download a free checklist that reveals the exact steps a lifestyle photographer used to grow from 0 to 600,000 followers on Instagram with no budget and no expensive gear.

Get the free checklist right now!


13. Try Instagram Shopping


Remember how we said you should get a business profile? Here’s one more reason why: Access to Instagram Shopping. This feature, which is not available for personal accounts, allows you to sell products directly from Instagram posts and Stories.

Since you can’t link from Instagram posts, this is a huge deal for brands. Here’s an example shoppable post from Clinique.


It’s easy to set up shoppable Instagram posts and Stories. Why bother? Simple: 130 million Instagram users tap on shopping posts every month.


14. Post the right times


Did you know that the best time to post on Instagram varies based on your industry? It’s true.


We analyzed 258,956 posts from 11 different industries and found that there really is a best time to post, even though Instagram feeds are no longer chronological.

Here are the best times to post for each industry we analyzed:


Travel and tourism: Friday, 9 a.m. to 1 p.m. Media and entertainment: Tuesday and Thursday, 12 to 3 p.m. Food and beverage: Friday, 12 p.m. Retail: Tuesday, Thursday, and Friday, 12 p.m. Professional services: Tuesday, Wednesday, and Friday, 9 or 10 a.m. Non-profit: Tuesday, 10 a.m. or 4 p.m. Non-retail e-commerce: Thursday, 4 or 9 p.m. Pharma and healthcare: Wednesday and Sunday, 9 a.m. Personal care: Thursday and Friday, 1, 2, or 3 p.m. Technology: Monday and Tuesday, 2 p.m. Education: Thursday, 4 or 5 p.m.

Get more details, including the worst times to post for each industry, in our blog about when to post on Instagram.


15. Try an influencer partnership


Working with an influencer can help to build your credibility while exposing your brand to a new audience. A survey by CivicScience found that 19% of American consumers have made a purchase because of an influencer or blogger recommendation.

One easy way to get started with influencer marketing on Instagram is to host an Instagram takeover. This means that you invite an influencer to take over your Instagram account for a set period of time, like a weekend, or for a special event.

You can also choose to feature the influencer’s content on your Stories only, as SheerLuxe did with @GinaGoesTo:


You can preserve the Instagram takeover as a Stories highlight, as SheerLuxe did.


16. Expand your audience with Instagram ads


The surest way to get your content in front of a new audience is to run an Instagram ad. Two million businesses are already using ads on Instagram. And they must be working, because 96% of U.S. marketers already using Stories ads plan to keep doing so.

Back in Tip 3, you defined your target audience. Now you can use that information to target your ads based on:


Location: State, province, city, country, and so on Demographics: Like age, gender, and language Interests: Such as other accounts people follow and apps they use Behaviors: Both on and off Instagram


You can also upload custom audiences of people you have existing relationships with, and use these to create lookalike audiences.


You can advertise in the Instagram feed, or in Stories.


17. Refine your strategy with analytics


No matter how good you already are at Instagram marketing, you can always be better. The best way to improve your results is to learn from what you’ve already done. And the best way to do that is to study all of the information available in Instagram Insights.



#yyc #yycnow #yycbusiness #marketing #blinkdigitalconsulting #socialmedia #designrush




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Updated: Sep 25, 2020




Original Article by: Hootsuite


General social media statistics


Social media use is growing


3.48 billion people now use social media. That’s an increase of 9% from last year. Put another way: 45% of the total world population are using social networks.366 million new people started using social media in the past year. That’s more than a million new people joining social media every single day.



Mobile social media access is on the rise


5.11 billion people now have mobile phones. That’s up 2% from last year. Of those, 3.26 billion use their mobile devices to access social media, up 10% from last year.


Social media is integrated into our daily lives


Digital consumers spend nearly 2.5 hours on social networks and social messaging every day.69% of U.S. adults use at least one social media site. The average American Internet user has 7.1 social media accounts.88% of American 18- to 29-year-olds use social media.51% of 18- to 24-year-olds say social media would be hard to give up.


Brands have embraced social marketing


90% of brands use social media to increase brand awareness. But 58% of brands say measuring the effectiveness of social is a challenge, and only 34% measure social ROI.28% of marketers have either already implemented social commerce or plan to do so in the next year.77% of brands expect their use of social media to increase. Most businesses maintain between four and 10 social profiles.


Consumers use social to interact with brands


More than 40% of digital consumers use social networks to research new brands or products.

Stories are taking social by storm


Stories are set to outpace feeds in 2019.Nearly a billion people use stories across WhatsApp, Instagram, Facebook, and Snapchat. Stories are growing 15 times faster than feed-based sharing.80% of major brands now use stories on at least one social network.


Social media advertising statistics


Businesses are on board with paid social

53% of businesses use social advertising.


Social media ad spend in 2019 is expected to be nearly $93 billion, 7 million businesses use paid advertising on Facebook. 2 million businesses use paid advertising on Instagram. The number of small-to-medium-size businesses using YouTube ads has doubled in the past 2 year. The number of small businesses using Pinterest ads increased 50% from 2017 to 2018.2 million advertisers use stories across Facebook, Instagram, and Facebook Messenger.




Social ad spend is increasing:


Global social media advertising spending increased 32% in 2018.That spending is predicted to grow an additional 73% in the next five years. Facebook’s advertising revenue was more than $55 billion in 2018. For Q4 2018, 93% of that ad revenue came from mobile ads. Instagram brought in an estimated $6.84 billion in mobile advertising in 2018, up from $3.64 billion in 2017.Twitter’s advertising revenue was 2.6 billion in 2018, an increase of 25% over 2017.In 2018, YouTube generated $3.6 billion in video ad revenues in the U.S. alone, up 17.1% from 2017.Pinterest is expected to bring in $771.4 million in U.S. ad revenues in 2019, an increase of 39.4% over 2018.Snapchat made an estimated $660 million in U.S. ad revenues in 2018, up 18.7% from 2017.


Social ads deliver business results


A typical American Facebook user clicks on 8 Facebook ads per month. Half of Generation Z and 42% or Millennials says social media is the most relevant ad channel. Snapchat’s collection ads had double the return on ad spend of other Snap ad formats in Q4 2018.Twitter ad recall is 60% higher for brands with consistent logo placement. Promoted Tweets with videos save 50% on cost per engagement.



Instagram statistics


Users

There are more than 1 billion monthly active users of Instagram worldwide. Roughly 60% of Instagram users access the platform every day.500 million people use Instagram stories daily.104.7 million people in the United States use Instagram, an increase of 13.1% from 2017.



Demographics


Roughly half of U.S. users are between the ages of 18 and 34.39% of women and 30% of men use Instagram in the U.S. Instagram became the top platform for teenagers in Fall 2018, when it surpassed Snapchat for the first time: 72% of U.S. teens now use Instagram.


Network activity


60% of users visit Instagram daily, and 38% visit multiple times per day. Instagram was the second-most downloaded iOS app in 2018.#Fortnite was the fastest growing hashtag in 2018.


Brands on Instagram


Instagram has more than 25 million business profiles. 74% of businesses worldwide use Instagram.80% of Instagram users follow at least one business on Instagram, and more than 200 million people visit at least one business profile every day. A third of the most viewed Instagram stories are from businesses.60% of Instagram users claim they’ve discovered at least one new product on the platform.

Learn more in our full posts on Instagram statistics and Instagram demographics.



Facebook statistics


Users

Facebook has 2.32 billion monthly active users as of December 2018, an increase of 9% from the previous year. It remains the top-ranked social platform.150 million people use Facebook Stories daily. In the United States, 169.5 million people use Facebook, an increase of 0.9% from 2017.

Demographics


On Facebook, the number of users aged 65 and up has doubled since 2012. 41% of U.S seniors now use the social network. Use among U.S. teenagers is shrinking, from a high of 71% in 2014-15 to 51% in spring 2018.68% of U.S. adults use Facebook, most of them daily.74% of U.S. women use Facebook, compared to 62% of U.S. men.76.9% of mobile Facebook users access the network on an Android device, compared to 14.1% using an Apple device.


Network reach


Facebook is the second-most popular site in the world, behind only Google, and boasts an average time per visit of 10:57.The average reach of a post is 8% of total page likes. The average Facebook engagement rate for all types of page posts is 3.75%



Network activity


Roughly 74% of Facebook users access the platform daily, and 51% visit multiple times per day. Nearly half of U.S. adults (43%) get their news from Facebook. 26% of Facebook users have watched a live stream video in the past month. The average Facebook user has liked 9 posts in the last 30 days, and shared one. Facebook Live videos get six times more interactions than regular video content.


Brands on Facebook


95% of businesses worldwide use Facebook.1.6 billion people are connected to small businesses on Facebook. People and businesses exchange more than 10 billion messages per month. After messaging a brand on Facebook, 66% of people feel more confident about the brand, and 55% feel more personally connected to the brand.

Learn more in our full posts on Facebook statistics and Facebook demographics.


Read the full article: https://blog.hootsuite.com/social-media-statistics-for-social-media-managers/




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