Author: Petya Grozdarska

Top Stats to Consider in 2018: Social Media

Posted by in Social Media Marketing

Social media is the new email. Hate it or love it – we all use it. It’s a great medium to engage and reach existing and new customers, expand brand awareness, sell, upsell and retarget using cross-platform tools.

81% of the US population has at least one social media profile, and over 50% have two or more. With this in mind, no matter which social media platforms you decide to invest in, you have a high chance of finding and engaging customers that you may not have reached otherwise.

People using social media

For businesses, it’s sometimes tricky to best estimate which social media channels to use and focus on since they’re so many and some of them have overlapping functionalities. The general rule is that:

* Facebook is great for brand awareness, website traffic, lead generation, and online conversions. Facebook Advertising is a great tool that lets you target users based on different criteria like age, gender, employment, interests, purchasing behaviors, relationship status, traveling habits, etc. Facebook is by far the most widely used social platform with 1.32 billion daily active users;
* Instagram is the place to be if you can generate cool and eye-candy photo (and video) content – it’s also easy to increase followers organically (as opposed to Facebook). There are 500 million daily active users and the number keeps increasing;
* Pinterest is all about visuals as well – infographics, tips & tricks, how to’s, listicles, recipes. Pinterest has 175 million monthly active users. Out of those users, 81% are women, 93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of the social platform;
* Snapchat should be considered if you’re trying to reach Generation Z (and Y) since out of the 300 million monthly active users, and 187 million daily active users, 71% of them are under 34 years old. What’s more interesting is that almost half of its users are aged between 18-24;
* YouTube is the go-to platform for high-quality video content. YouTube is owned by Google and you can make your video more organically visible by optimizing keywords just like in Google AdWords. The video platform has 1.57 billion monthly active users, with some 30+ million daily active users;
* Twitter is a microblogging platform that enables you to share posts limited to 280 symbols. It is great for talking with customers 1-on-1, following up inquiries, sharing company and industry news, joining the conversation, “live” tweeting. There are 330 million monthly Twitter users;
* LinkedIn is a professional network and is a great fit for B2B businesses (but not only).  If you want to targets people based on job titles, industries or companies they work for, then LinkedIn can be a very powerful tool to achieve that. There are about 250 million monthly active users in LinkedIn, and it can be used not only to grow brand awareness and grow your lead database but also to find the right people to join your team;
* Other options worth checking out are Viber communities, Telegram channels, Foursquare (for restaurants, bars, stores).

Social media is changing the marketing culture in many ways. We’ve compiled the following statistics to help you understand the importance of getting your social strategy right this year. So let’s dig in!



  • 79% of people with an Internet connection use Facebook. (Pew Research Center, 2016)
  • 270 million Facebook profiles out of the total 2.1 billion accounts are fake. (Mashable, 2017)
  • 76% of adults use Facebook every day. (Sprout Social, 2016)
  • India has the most Facebook users out of any other country in the world. (Statitsa, 2018)
  • 74% of people say they use Facebook for professional purposes. (HubSpot, 2017)
  • Content consumption on Facebook has increased by 57% in the past two years. (HubSpot, 2016)
  • 76% of respondents use their Facebook feed to find interesting content. (HubSpot, 2016)
  • As of June 2018, Facebook had 1.47 billion daily active users and 2.23 billion monthly active users. (Facebook, 2018)
  • 70% of B2C marketers have acquired customers through Facebook.


  • As of January 2018, the age group with the most Instagram users worldwide is 18-24, followed the age group 25-34. (Statitsa, 2018)
  • Among Internet users, 38% of women and 28% of men have Instagram accounts. (Sprout Social, 2016)
  • 70% of Instagram hashtags are branded. (Sprout Social, 2018)
  • Instagram mobile ad revenue is expected to hit nearly $7 billion this year. (Statista, 2018)
  • The Instagram user base is growing rapidly – it hit 1 billion monthly users in June 2018, after hitting 800 million monthly users in September. (TechCrunch, 2018)
  • Instagram’s user count is growing close to 5% per quarter. (TechCrunch, 2018)
  • Instagram is estimated to generate $5.48 billion in U.S. ad revenue in 2018, according to eMarketer. (TechCrunch, 2018)
  • Instagram makes up 28.2% of Facebook’s mobile ad revenue. (TechCrunch, 2018)
  • Over 400 million Instagram users are creating Instagram stories daily. (Statitsa, 2018)
  • Jakarta, Indonesia is the top tagged location in Instagram stories. (Digital GYD, 2018)
  • The top three most common hashtags used in Instagram stories in 2018 are #goodmorning, #work, and #goodnight. (Digital GYD, 2018)
  • Research including 89 companies found that marketers posted 1,347 Instagram Stories compared to 614 Snapchat Stories in July 2018. (Our Social Times, 2018)
  • Instagram Stories posted a 220% increase in year-on-year ad spend. (Our Social Times, 2018)
  • Over 33% of Instagram users have used Instagram to purchase a product online.



  • CEOs on LinkedIn on average have about 930 connections (LinkedIn, 2017)
  • LinkedIn is the most effective social media platform if we’re talking about delivering content and securing audience engagement. (LinkedIn, 2017)
  • The average LinkedIn user spends 17 minutes on the site per month. (Wordstream, 2018)
  • 39% of LinkedIn users are paying for a premium account. (LinkedIn, 2017)
  • In the past two years, content consumption on LinkedIn has increased by 21%. (HubSpot, 2016)
  • LinkedIn has 562 million members. (LinkedIn, 2018)
  • 40% of members visit the professional social network each day. (Omnicore Agency, 2018)
  • The top 5 most effective social media platforms to engage B2B audiences are LinkedIn (82% effective), Twitter (66%), YouTube (64%), Facebook (41%), and SlideShare (38%). (LinkedIn Technology Marketing Community)


  • Out of all Internet users, 45% of women and 17% of men have Pinterest accounts. (Sprout Social, 2016)
  • Pinners are just as likely to purchase as users from other social channels but spend 50% more on average compared to other social channels. They also spend 20% more than users referred from non-social channels, including search. (Pinterest, 2016)
  • 80% of people use Pinterest on mobile. (CoSchedule Blog, 2018)
  • 80% of millennial Pinterest users say that the platform helps them decide what they should buy. (CoSchedule Blog, 2018)
  • 45% of people on Pinterest use the app while watching TV. (Pinterest, 2016)
  • 93% of Pinterest users use the platform to plan or make purchases.

Social media photography


  • There are 188 million daily active users on Snapchat. (Statista, 2018)
  • 8 796 photos are shared on Snapchat every second. (CEWE Photoworld, 2016)
  • 52% of Snapchat users are under the age of 25. (Statista, 2016)
  • In 2017, 81% of Snapchat’s Q2 revenue came from North America. (Omnicore, 2018)
  • In May 2018, Snapchat’s shares were worth $10.95, down from their original value of $27.09. (Brandwatch, 2018)
  • As of May 2018, in the U.S., Snapchat is the sixth most popular social networking app. (Statitsa, 2018)
  • In August 2017, Snapchat users were 64% more likely to send a snap to a friend than post to stories. (Quartz, 2018)
  • As of May 2018, the longest Snapchat streak is 1,120 snaps. (Brandwatch, 2018)
  • Snapchat users spend an average of 34.5 minutes on the app. (CNBC, 2018)
  • The cost for Snap Ads campaigns starts at $3,000 per month. (Wallaroo Media, 2018)


  • As of 2018, there are 369 million monthly active users on Twitter. (Statitsa, 2018)
  • 81% of millennials check Twitter at least once a day. (Pew Research Center, 2016)
  • 29% of Internet users with college degrees are on Twitter. Twitter users are also more likely to make above-average incomes. (Pew Research Center, 2016)
  • Twitter accounts for 16% of referrals to longer articles from social sites and 14% for shorter news articles. (Pew Research Center, 2016)
  • Twitter has nearly four times as many users internationally as in the U.S. (Pew Research Center, 2016)
  • Katy Perry has the most Twitter followers. Second place is for Justin Bieber. (Statitsa, 2018)
  • In 2017, Twitter’s revenue reached 2.44 billion US dollars. (Statitsa, 2018)
  • 79% of Twitter’s monthly average users are located outside of the U.S. (Hootsuite, 2018)
  • Tweets with videos are six times as retweeted as tweets with photos. (Wochit, 2018)
  • 77% of Twitter users appreciate a brand more when their tweet is responded to. It takes about 10 hours on average for businesses to respond to a tweet, even though customers want a response within four hours. (Sprout Social)
  • About 66% of companies with 100+ employees use Twitter as part of their marketing. 86% of people going on Twitter are primarily searching for news. (Hootsuite)
  • Daily, there are two billion search queries on Twitter on an average. (Hootsuite)
  • ⅓ of teenagers say Instagram is the most important social network. (Pew Research Center).

Social Media Management

  • 59% of Americans have stated that social media customer service has made it easier to get their questions answered and issues resolved. (Lyfe Marketing, 2018)
  • 88% of businesses with 100+ employees use Twitter for marketing. (Statusbrew, 2017)
  • User-generated content on social media has a 4.5% higher conversion rate. (Sprout Social, 2016)
  • 86% of consumers prefer brands which are authentic and honest on social media. (Sprout Social, 2016)
  • About 3 billion people are using social networks somewhere around the globe. (BrizFeel, 2018)
  • Only 5% of adults who use Internet say they have a lot of trust in the information they get from social media. (Pew Research Center, 2016)
  • Branded content on social media is twice as likely to engage people between 55-64-years old than those who are 28 and younger. (BrizFeel, 2018)
  • Out of all marketing channels, social and advertising are claiming the top positions for increased spending within the next 12 months (Salesforce).
  • Only 43% of e-commerce businesses see significant traffic to their sites from their social media pages. (Smart Insights)
  • 96% of people talking about companies or brands on social media aren’t actively following those brands online. (Coschedule)
  • More than 81% of marketers found that increased traffic occurred with as little as 6 hours per week invested in social media marketing. (Social Media Examiner)
  • Infographics are liked and shared on social media thrice as much as other any other type of content. (MassPlaner)

Social media generation

Social Media Usage

  • 28% of all online activity is spent on social networks. (Global Web Index)
  • More than half of Internet users say they follow some celebrity or influencer account on social media. (BrizFeel, 2018)
  • 83% of all marketers actively put effort into social media marketing initiatives. (Aberdeen, 2016)
  • 2 million business use Facebook advertising in 2018. (Hootsuite, 2018)
  • The top 2 most popular online activities are social media and video viewing. (Smart Insights, 2018)
  • 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
  • People are online shopping and spending 20%-40% more money on companies that are using social media.
  • 28% of Americans who use some kind of social network would rather engage with a brand on social media than go to a physical location (Hootsuite).
  • 81% of customers reach out to friends and family members on social networking sites for advice before purchasing products. (Digital Buzz)
  • Half of online shoppers have made a purchase based on the recommendation of the people they follow (and like) on social media. (Digital Buzz)

Social Video

  • 41% of marketers plan to add Facebook video to their content strategy in the next year. (HubSpot, 2018)
  • 45% of people watch more than an hour of Facebook or YouTube videos a week. (HubSpot, 2016)
  • Square format videos are more effective than horizontal videos on Facebook. (Animoto, 2017)
  • 75% of millennials watch video on social media daily. (Animoto, 2017)
  • 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision they had made in the last month. (Animoto, 2017)
  • 1.57 billion YouTube users watch about 5 billion videos on average every single day. (Omnicore Agency)
  • YouTube, on mobile alone, reaches more 18-34 and 18-49-year-olds than any cable network in the US (YouTube).

Paid Social Marketing Statistics

  • 82% of all paid social advertising investment was spent on Facebook in Q4. (Merkle)
  • Facebook ads in the News Feed boasted an average CTR of 1.2%, more than 4x that of right rail ads. (Merkle)
  • Ad spend on Facebook increased 20% year-over-year in Q4. (Merkle)
  • 83% of all Facebook ad spend in Q4 went to ads served on mobile devices and tablets. (Merkle)
  • Facebook Spend growth decelerated in Q4, posting just 20% year-over-year growth. This is in stark contrast to the rest of the year, in which ad spend posted growth of more than 40%. (Merkle)
  • Facebook ad impressions declined 27% year-over-year in Q4. (Merkle)
  • In the same time, ad spend on Facebook in Q4 increased 20% year-over-year. (Merkle)
  • The average cost per click (CPC) for Facebook ads in Q4, regardless of placement, increased 36% year-over-year. (Merkle)
  • Instagram accounted for 8% of paid social ad spend in Q4; Pinterest took 7% of the budget share. (Merkle)
  • Instagram saw significant growth in both inventory (number of available ad types and frequency of placements) and cost, leading to a 122% increase in ad spend year-over-year. (Merkle)
  • Instagram boasted a 99% year-over-year increase in impressions in Q4; CPCs rose 77%. (Merkle)
  • Twitter showed signs of life (reanimation?), inciting a 44% year-over-year increase in ad spend. (Merkle)
  • Twitter also posted year-over-year growth in both impressions (12%) and CPCs (15%) in Q4. (Merkle)

Social media every day

Instead of a Conclusion

What is the most important social media channel for your business? What difficulties do you have with it? What tips and tricks would you recommend? Please feel free to share in the comments below.