16 Social Media Statistics to Sharpen Your Communications Strategy
Are you looking to extend your communications to social media or refine your current strategy to get the most out of your online channels?
Here are 16 recent statistics on the subject, complete with sources, to give you a clearer picture of the advantages and disadvantages of the most popular networks.
1. For every 3 minutes spent online, 1 is dedicated to social media and messaging by internet users. ( Global Web Index, 2017 )
The presence of prospects on social media is therefore very significant.
2. For every 6 minutes spent online, 1 is dedicated to Facebook by internet users, and 1 minute in every 5 is dedicated to Facebook via mobile. ( ComScore, 2015 )
Mobile is being used more and more to browse the internet. It is now used even more than desktop computers. Bear this in mind and ensure your online visuals are adapted for all screen sizes and types.
3. Facebook is the most widely used social network in the world, with more than 2 billion active users per month. ( Forbes, 2017 )
4. More than 3 million brands use Facebook advertising. ( Facebook, 2017 )
5. On LinkedIn, posts with images achieve a comment rate 98% higher than posts without visuals. Posts with a link have an engagement rate 200% higher. (LinkedIn)
6. Visual content is 40 times more likely to be shared on a social network. ( Hubspot, 2017 )
7. 93% of social media marketers regularly use Facebook advertising. 64% of them plan to increase their number of Facebook ads. ( Social media examiner, 2017 )
8. 70% of B2C marketers have acquired new customers via Facebook. ( Marketing tech blog, 2014 )
9. 67% of Twitter users say they are more inclined to do business with a brand they follow on Twitter. ( Marketing tech blog, 2014 )
10. Top 5 reasons why users follow a brand on a social network: Promotions and discounts, Product information and news, Customer service, Entertaining content, Ability to provide feedback. ( Marketing tech blog, 2014 )
11. 4.4 million videos were uploaded directly to Facebook in February 2016, generating more than 199 billion views. ( ReelSEO, 2017 )
12. The most popular brands on Instagram have an engagement rate of 4.21%, which is 58 times higher than on Facebook and 120 times higher than on Twitter. ( Hootsuite, 2016 )
It is therefore important to maintain an Instagram account, provided it is relevant to your brand and that you operate in a sector where visuals matter (this is the case for a restaurant, an e-commerce business, or a photographer, for instance; it is less obvious for a brand that sells services rather than products). Beyond having a suitable sector, you must also have the means — both financial and in terms of time — to keep your Instagram account active. Being on there is pointless if you only post one photo a year.
13. 89% of messages sent by an internet user to a brand are ignored by that brand. ( SproutSocial, 2016 )
This is a serious mistake: being present on social media only in appearance and failing to respond to your followers. An ignored question can be enough for a prospect to turn away from you. Moreover, responding to questions will project a positive image of your brand (and set you apart from the silent competition).
14. 78% of internet users who post a complaint on Twitter expect a response within the hour. ( Lithium, 2016 )
Hence the importance, beyond simply having a Twitter account, of being present and attentive on it.
15. 64% of marketers spend 6 hours or more on social media, and 41% spend 11 hours or more, per week. ( Social media examiner, 2017 )
16. 91% of marketers who work on social media for just 6 hours a week report that their efforts have helped to increase their brand's visibility. ( Social media examiner, 2017 )
And half of the study participants indicated that it also helped in terms of sales.
We hope that these statistics will give you ideas, validate strategic choices you have already made, or refocus others towards a more optimal use of social media.
Bear in mind that being on a network is a good thing when you have first thought through your target audience and objectives, and when you are maintaining a genuine online presence.
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