on August 26, 2022 (last modified on August 30, 2022) • 35 minute read
Over the last decade, social media platforms have seen consistent growth but also experienced a lot of changes.
Twitter has introduced Birdwatch, a community-led program that aims to combat the spread of false news and misinformation.
We saw a rapid rise of audio-based social media apps like Clubhouse.
With the introduction of TikTok and Instagram Reels, short-form video has become increasingly popular.
Lastly, Facebook was rebranded as Meta to reflect its strategic plan toward building a metaverse.
All of these changes have also affected social media marketing strategies for brands and businesses.
To uncover how companies adjust to these changes and follow through, in the past 3 years, we ran more than 100 social media-related surveys. Our research helped us gain insights into:
And so much more.
The social media stats we selected aim to help you compare your performance against others and identify new opportunities for improving your marketing and social selling strategy.
Let’s jump to it.
Before we get into the details of a specific platform, here are some of the most important ‘general’ statistics on social media that we found particularly interesting.
When it comes to social media reporting, stakeholders care most about the number of leads generated.
This doesn’t come as much of a surprise, considering that leads may translate into conversions and sales.
While metrics like shares, comments, and likes are useful to some extent, they rarely have a direct impact on conversions.
PRO TIP: Making sure that your social media report includes all the right metrics is important, but you shouldn’t just focus on building a wall of data. To make the report more understandable to stakeholders and executives, you can also add feedback learnings – this helps transform insights into action.
Google Analytics is one of the most popular tools for measuring your social media marketing efforts – from identifying which social media channels bring you traffic and new website visitors to measuring conversion rates from social.
However, most marketers we surveyed use more than just Google Analytics to measure social media engagement.
According to the research, more than 30% of companies typically use three tools.
Some popular additions to Google Analytics can be HubSpot Marketing, HootSuite, BuzzSumo, and dashboard tools like Databox.
To monitor the impact of your social media marketing efforts, you may have to log into multiple tools to check how your accounts on different social networks are performing and spend hours compiling a comprehensive report. But, with Databox, social media reporting doesn’t have to be a time-consuming chore anymore.
Now you can quickly assess your social media performance in a single dashboard that monitors fundamental metrics, such as:
Now you can benefit from the experience of our social media experts, who have put together a plug-and-play Databox template showing the most important KPIs for measuring the impact of your social media marketing efforts from multiple channels. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
To set up the dashboard, follow these 3 simple steps:
Step 1: Get the template
Step 2: Connect your Social Media accounts with Databox.
Step 3: Watch your dashboard populate in seconds.
Social media plugins are software modules that provide automated communication between specific web pages and social media services.
These tools allow website visitors to quickly share your content on social media and boost your traffic.
According to our research, 92.4% of the companies we surveyed use at least one social media plugin for their WordPress website.
PRO TIP: Even though social media plugins can be extremely helpful, make sure you don’t overdo it. Having a bunch of plugins installed can have a negative impact on your site speed and make it less secure.
77% of our respondents review their social media dashboards on either a weekly or daily basis. At the same time, 75% of the marketers we surveyed are tracking between 3-5 primary metrics.
PRO TIP: When building a meaningful social media dashboard, there are four things that you need to determine beforehand:
According to the companies we talked to, the top social media channels to connect with leads are either Linkedin or Facebook.
The 3rd place in the race belongs to Instagram. While less popular, businesses also generate a number of leads through Twitter and Quora.
PRO TIP: Instead of striking up a conversation with someone on Linkedin/Facebook as soon as they accept your invitation, you should focus on building a long-term relationship first. Create content that will be useful to your target audience and engage with the posts that they share (without expecting anything in return). Once you’ve built initial rapport, it’s suitable to contact them.
To get on the good side of your target audience, gain their trust, and eventually turn them into customers, you should focus on increasing your social media engagement.
According to our respondents, the best platform for driving traffic is Facebook, while the best for conversions is Linkedin.
PRO TIP: Even though it seems that social media has been outperforming other marketing channels in the past few months, it won’t bring instant results. To make the most out of social media marketing, you need to be consistent, build genuine relationships, show your brand’s human side, and establish yourself as a field expert. After that, hitting targets becomes much simpler.
Customer insight is one of the most important ingredients for a customer journey optimization recipe. It helps you understand what they’re doing and why.
When it comes to social media, more than 50% of the respondents we surveyed believe that getting these exact insights is the most important reason for measuring share of voice.
PRO TIP: The most basic way to measure your company’s share of voice is to Google your brand’s name and check out what the customers see when they do it. This will help you understand what kind of impression your business is leaving. When it comes to measuring share of voice on social media, you can use tools such as BrandWatch, Sprout Social, and Hootsuite.
Nearly 50% of the social media managers we surveyed prefer to schedule content at least a month in advance.
To keep track of your posting schedule, it’s recommended that you create a social media calendar.
PRO TIP: Before you start placing pins onto your social media calendar, it’s a good idea to complete a comprehensive social media audit. This will provide you with a clearer picture of where you currently stand with your social pages and help define which content you should prioritize.
In the past few years, companies have witnessed immense growth in direct social sales.
According to our research, over 40% of brands see successful sales from social channels.
PRO TIP: The two most dominant elements on social media platforms are writing and visuals. Therefore, to capture the attention of your audience, it’s important that you invest in superb copywriting and high-quality graphic visuals.
Two-thirds of our respondents say there is a correlation between social shares and rankings.
PRO TIP: To successfully combine social media and SEO, you should connect the teams that work in these departments. The SEO improvements that your team is making should be promoted on social media and vice versa. Merge social media into your SEO strategy, and you’ll be astonished by the results.
According to our respondents, the top three platforms for getting leads or sales are Linkedin, Facebook, and Twitter.
PRO TIP: Creating tweetstorms — threading together multiple tweets into one cohort stream of thoughts works really well to grab someone’s attention. No matter whether you want to talk about a new blog post that you published, new product features, or rant about problems/challenges you see within your industry, Twitter threads are a great way to summarize your thoughts and create an engaging social media post.
Over the past few years, Instagram has evolved in pretty much every aspect – from its user base and features to technological capabilities and algorithms.
Nowadays, it’s considered one of the most important social media marketing channels.
Here are 10 social media stats that can help you refine your Instagram marketing strategy.
88% of respondents reported having an Instagram profile for their business, with the main goal to promote their products or services or raise brand awareness.
PRO TIP: Simply listing your products on Instagram won’t cut it. For better engagement, it’s recommended that you share your expertise and knowledge with followers. Profiles that display personality, share expertise, and create unique CTAs are those that have the most viewer-to-customer conversions.
Over the last year, some social media platforms have started heavily increasing the number of ads they display to users.
For instance, watching a YouTube video without subscribing to a premium version is bound to end up with a frustrated “Skip the Ad” click each time you open something up.
But according to our research, this isn’t the case with Instagram.
More than half of our respondents don’t think that IG is too cluttered with ads.
PRO TIP: A great way to boost Instagram marketing is to host giveaways every now and then. Giveaways can have a huge impact on your following since most people are willing to engage with a post and share it for a chance to win something for free. Plus, if you give away your own products, there’s also a good chance that the winner will talk about it on their profile.
When we asked if it’s possible for B2B brands to succeed on Instagram, 100% said yes.
But, it isn’t easy – you need to constantly put out quality content, grow your followers, use specific and targeted hashtags, determine monthly objectives, and much more.
PRO TIP: Getting direct sales from Instagram is hard, no matter the brand in question. This is because people mostly open IG to scroll through memes and photos, not to spend money. Instead of pitching a product directly, you should shift your focus to getting the users into your sales funnel. Once you get top-of-funnel traffic, you can show them why you’re product is the best.
62.4% of people say they are more likely to interact with a brand on Instagram rather than on other social media channels.
PRO TIP: A great way to improve your brand’s Instagram profile is to follow and examine what the leading Instagram brands are doing. For instance, you can check out Nike for story and campaign inspiration, see how Innocent is entertaining its followers, and learn a thing or two about visuals from National Geographic.
Instagram is projected to generate an estimated $40 billion in annual ad sales in 2023, making it one of the best social media platforms for product/service campaigns.
According to our survey, 77.5% of users have bought a product or service based on an ad on Instagram.
PRO TIP: Try incorporating the FOMO (Fear of Missing Out) tactic to boost your Instagram ad revenue. Use an open-close loop to generate anticipation for your post. This is also a very frequent tactic in email marketing, as it helps keep subscribers on their toes.
85% of users we surveyed said they follow at least 6 brand accounts on Instagram.
PRO TIP: During the early stages of your Instagram brand development, you should strive to make your company as approachable as possible. You can do this by interacting with users in the comments or even sharing some of their unique posts. Make sure your followers get to know the human side of your brand.
When we asked marketing professionals which social platform yields the most engagement, 65.4% said Instagram.
On the other hand, 34.6% of the votes belonged to Facebook.
To measure the performance of your Instagram marketing strategy, you may rely on Instagram Analytics to learn which posts receive the most impressions and reach, and overall, which posts are the most popular with your followers. Now you can quickly assess the performance of your Instagram content in a single dashboard that monitors fundamental metrics, including:
Now you can benefit from the experience of our Instagram experts, who have put together a plug-and-play Databox template showing the most important metrics for monitoring and growing your Instagram Business account. It’s simple to implement and start using as a standalone dashboard or in social media reports, and best of all, it’s free!
Step 2: Connect your Instagram account with Databox.
Most companies spend under $5K on Instagram per month (52.63%), not depending on the industry they belong to.
PRO TIP: To minimize Instagram ad costs and maximize efficiency, you should pay close attention to the bidding model you choose. The two models are CPC (cost-per-click) and CPI (cost-per-impression). If you want to increase profits, you should opt for the maximum bid of your campaign budget. Or, if you are willing to pay a bit extra for a conversion (but get more of them), you should set an average bid.
Longer captions on IG posts work better regardless of the follower count base.
Conversely, very short captions are the least interesting to users.
PRO TIP: Incorporate humor into your Instagram captions! People spend hours on Instagram laughing about funny memes and cat videos, so including humor in your post can be a great engagement tool. You don’t have to be a comedian – even a simple joke can go a long way.
Low-quality visuals and aggressive selling are the most common mistakes brands make on IG.
Other mistakes include bad grammar, no aesthetics, too many hashtags, acting too personal, and poor humor.
PRO TIP: Competition on Instagram can be extremely fierce. However, this doesn’t mean that you should make negative comments about your competitors. Not only does it have a negative effect on your brand reputation, but it can also lead to a lawsuit.
With 2.936 billion active users a month, Facebook, now rebranded as Meta, stands out as the most active social media platform in the world.
Due to the vast opportunities it offers, Facebook is an essential social media channel that can’t be overlooked by brands and marketers.
Here are our top 5 statistics about this social media platform giant.
Over 40% of the marketers we surveyed said they post on Facebook at least once a day.
PRO TIP: If you ever get tired of coming up with new posts or photo ideas, you can always spice things up a bit with interactive challenges and quizzes. This will have a huge effect on user engagement since most people love challenges and figuring out the right answers to a quiz. Additionally, quiz results are easily shareable and can be great conversation starters.
Half of the respondents said they will most likely engage with a brand on their newsfeed.
PRO TIP: Instead of only posting pictures of your products, it can be beneficial to occasionally think outside the box. For instance, GoPro is one of the most engaging Facebook brands, and there isn’t a single picture of their product included. What they do is post videos of their customers’ lifestyles instead.
Most marketers have an average watch time of 21-50% on their Facebook videos.
PRO TIP: One great way to increase your Facebook video watch time is to include special offers at the end of the video. But, you should also make sure you let the users know about the promotion in the intro or the description. With an engaging hook at the beginning, you’re bound to get more engagement.
Most respondents shared they have at least two people working on planning and creating Facebook posts.
PRO TIP: Before you do anything else, it’s always a good idea to spare some time for brainstorming about your brand’s future posts. Some companies even host monthly brainstorming sessions so everyone can have a say on what topics the users might find interesting. However, don’t forget to revisit your customer persona and read about their interests once again before the process.
A lot of companies use Facebook groups, and they either have their own FB group or participate in other relevant FB groups.
PRO TIP: Facebook groups can be useful to all businesses, but they are especially important for those that have complex products (with a steep learning curve). In these cases, Facebook groups can be a great way to advertise the brand and get honest feedback from the people using the products.
To optimize your Facebook marketing strategy and get an idea of your return on investment (ROI), you need to learn more about your Facebook followers and find out how they’re interacting with your company page and the content you post. To do that, we recommend tracking the following metrics:
Now you can benefit from the experience of our Facebook marketing experts, who have put together a plug-and-play Databox template showing all the key insights you need to optimize your Facebook page for conversions. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
Step 2: Connect your Facebook account with Databox.
Crowned as the world’s most popular social network for video sharing, YouTube is becoming more and more competitive in the social media marketing industry each year.
But, before you get your camera rolling, here are the most important YouTube statistics you should know about:
According to the marketers we surveyed, the average CTR on YouTube is 4-5%.
PRO TIP: It doesn’t matter if you have the most interesting video in the world if you don’t make a good first impression on the viewers. This refers to the thumbnail images. Go out of your way to create an eye-catching thumbnail that incorporates proper color schemes and fonts. Once you do, the click-through rate (CTR) will immensely improve.
Most respondents valued YT video titles as very important when it comes to engagement.
PRO TIP: Your video title should speak to your audience, address their goals, and help solve their pain points. If you do the necessary research and find out what bothers your target audience, coming up with a proper video title won’t be complicated. For instance, those who are in the swimming pool industry could get more engagement by mentioning children’s safety (a common concern) in their titles.
41% of marketers we talked to say they post new videos to their YouTube channel every week.
PRO TIP: Optimizing content for keywords isn’t reserved only for Google – YouTube should be treated as a search engine of its own. Once you find a suitable keyword, incorporate it in your title, description, and KW tags. This will help your video content rank better organically and generate more traffic.
According to our research, the average video duration for most companies is under 5 minutes.
PRO TIP: To improve the watch time of your YT videos, you should pay close attention to YouTube analytics. This tool allows you to see the percentage of viewers that are watching the video second by second but also see which parts tend to be skipped. Once you identify a pattern, you can avoid making the same mistake in future videos.
Almost half of our respondents say that 51-80% of their video views come from visitors who found their videos through a YouTube search.
PRO TIP: While most people believe that shorter videos are the most popular among viewers, YouTube actually gives preference to longer ones. Videos that last approximately 10 minutes seem to be both better rated and ranked. Although making the videos longer will take more time and effort, it will be worth it in the long run.
LinkedIn is the social media platform for which we used to set aside our Starbucks coffees and dinner photos and instead put on a suit and tie.
It’s currently regarded as one of the best platforms for connecting with like-minded business people, job recruitments, and following the latest updates related to influential CEOs and entrepreneurs.
To understand how LinkedIn members/brands use the platform, check out our top LinkedIn statistics.
Over 40% of the surveyed companies set up 4 to 5 LinkedIn campaign groups, while around 30% mentioned 2 to 3 campaign groups.
PRO TIP: Depending on your advertising objective, it might be a good idea to group different campaigns together. This helps you manage specific campaign budgets and monitor performance more efficiently. There are three main ways you can group campaigns: by the target demographic, type of campaign, and offer type.
For the clear majority, LinkedIn posts from employees receive more engagement than posts from the company pages.
Even though LinkedIn is packed with successful business people, that doesn’t necessarily mean that the tone in your post has to be strictly serious. In fact, much more people are likely to engage with your content if you write in a clear and conversational manner.
Personal branding is one thing, an important thing, but so is helping your company grow. You may not have direct control over who follows you, but you can influence them with your posts, comments, and other kinds of engagement. To do that, you need to know who they are and what their interests are. You can align yourself with your LinkedIn company page followers by analyzing:
Now you can benefit from the experience of our LinkedIn experts, who have put together a great Databox template showing all the most important demographics for your LinkedIn company page. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
To set up this LinkedIn dashboard, follow these 3 simple steps:
Step 2: Connect your LinkedIn account with Databox.
More than half of the surveyed companies marked their LinkedIn Sales Navigator efforts in prospecting as very successful.
PRO TIP: Lots of LinkedIn Sales Navigator users make the mistake of searching for specific job titles. Instead, you can get better response rates by focusing on seniority levels and skipping the sales and marketing functions.
According to our research, companies mostly post on LinkedIn at least once a week.
PRO TIP: A great way to make your LinkedIn company page as engaging as possible is to incorporate different kinds of media in your posts. Why limit yourself to only one media? Include company updates, latest news, roundup posts, pictures of your employees giving a speech, behind-the-scenes videos, and more – there are countless opportunities.
When it comes to video content on LinkedIn, the majority of surveyed companies post videos only occasionally.
Yet, over 40% of respondents said text with video outperforms all other kinds of posts on LinkedIn.
PRO TIP: If you do choose to post video content every now and then, make sure to keep it short, clear, and include an eye-catching thumbnail. The latter is especially important since your connections will immediately know whether they’re interested in what you have to say. Also, don’t forget to add subtitles.
Almost three-quarters of surveyed companies make sure to differentiate their content between Facebook and LinkedIn.
PRO TIP: When it comes to B2B marketing, LinkedIn seems to outperform Facebook due to the larger number of decision-makers, better networking tools, more social selling opportunities, hyper-targeted prospecting, and more affordable ads. For best results, dedicate enough time to your content, networking, and recruiting.
For about 24% of surveyed companies, LinkedIn CPC is between $2-3, while the typical CPM is over $10.
PRO TIP: To make the most out of your LinkedIn ad campaign, it’s important that you carefully select the ad format you’ll be using. The three main formats are sidebar ads, sponsored ads, and InMail ads. For best results, test out each format and see how they resonate with your target audience. That will give you a clearer idea of which one to focus on.
When we asked marketers how often they use LinkedIn for sales outreach, less than 10% said that they used it infrequently (others use it regularly).
PRO TIP: The best way to get a response to your LinkedIn cold messages is to personalize them. Instead of sending generic messages to prospects, take your time to analyze them, learn their interests, identify their weak spots, and check out what they’re currently working on. Throw in a hyper-personalized intro line in the mix, and your response rates will skyrocket.
60% of the folks we surveyed said remarketing using LinkedIn pixel has helped them increase their click rate.
The same number also agreed LinkedIn remarketing has increased their click-through rate (CTR). More than half shared that they increased their post-click conversion rates.
PRO TIP: One great way to get free leads via LinkedIn pixel is by gathering website demographic. After you install Pixel on your website, the ‘Campaign Manager’ will display website demographics, including the company names of your most common visitors. Analyze that list at least once a month and have your sales team reach out to them if they aren’t current customers.
According to our survey, 52% of the companies we talked to said their video ads convert better than other channels. Most are spending less than $5,000 per month on video ads.
PRO TIP: Include your CTA in the first 10 seconds of the video (ideally in the first 5 seconds). This will help you avoid burying the lead since most people will stop watching the video if it’s too long or doesn’t get to the point quickly. Treat the video as an ad for your offer.
93% of marketers reported that engagement with their brand on LinkedIn has increased in the last year.
Only 7% said it stayed the same, and not one person reported that engagement on LinkedIn had decreased.
PRO TIP: Even if your engagement does increase over time, it won’t be worth much if you don’t work on turning it into conversions. Here’s a tactic you can try out – when someone likes, comments, or shares your LinkedIn post, thank them in a private message. While this probably won’t turn them into a customer right away, it’s a great way to start a conversation and may be useful in the long run.
Surveyed marketers are typically using LinkedIn to grow their audiences.
PRO TIP: To grow your company’s overall audience, you first need to grow your LinkedIn network. There are three great ways to do this – post high-quality content, connect with people you meet in real-life meetings, and reach out to connections that you haven’t formally met but are in the same industry.
While Twitter isn’t exactly a marketing powerhouse like Facebook, Instagram, or LinkedIn, it can still be a great place to acquire new leads and grow brand awareness.
To get the most out of Twitter marketing campaigns, here are some statistics you should be familiar with.
The majority of our respondents – 40% and 33.3% – launch new Twitter ads on a monthly and weekly basis, respectively.
PRO TIP: One of the best ways to optimize Twitter ads is to make sure they are aligned with what’s going on at the moment. Twitter is all about the present and current happenings, which means your ads should be too. For instance, you can use event targeting to make your ad campaigns consistent with events/holidays.
Of those who have experience with Twitter ads, around 30% are very satisfied with the ad platform.
At the same time, almost 40% of them have said that they aren’t very satisfied.
PRO TIP: One of the main reasons why marketers are dissatisfied with Twitter ads is because of the subpar reporting, attribution, and conversion tracking features. Most social media platforms make online ad tools easy to use, which isn’t the case with Twitter. With so many problems with ad performance tracking, marketers struggle to make the much-needed optimization adjustments.
When it comes to generating leads from Twitter, most respondents selected responding to followers and getting involved in other conversations as most effective tactics.
To optimize your Twitter marketing strategy, you need to learn more about your Twitter followers and find out how they’re engaging with your brand and the content you post. To do that, we recommend tracking the following metrics:
Now you can benefit from the experience of our Twitter marketing experts, who have put together a plug-and-play Databox template showing all the key insights you need to optimize your Twitter account for conversions. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
Step 2: Connect your Twitter account with Databox.
In general, respondents that are seeing the most success with Twitter ads are more likely to be larger businesses that are running brand awareness campaigns.
That’s because Twitter is particularly great for creating viral content, boosting engagement, and expanding overall reach.
No matter if you’re a fan of TikTok or not, we can all agree on one thing – it’s impossible to ignore it.
This social platform had mind-boggling success in 2021, and it doesn’t seem to be lacking this year either.
Even though it started out as a platform for dance videos, TikTok is now known for its large variety of content and audience comprehensiveness, making it a must-use social platform for brands that want to connect with potential prospects.
Let’s check out the most notable TikTok statistics that you should know before launching your next campaign.
More than half of our respondents have been using TikTok for some time and about a third have just started using it.
PRO TIP: The best way to market yourself on TikTok is to create viral content that’s in line with the latest trends. Spend some time studying the top TikTok trends and create content that ties back to it – this will help you reach more people in your audience. Also, don’t forget to use hashtags.
Finding a balance between entertaining and promotional content is considered the most important to becoming successful on TikTok, according to our respondents.
PRO TIP: Finding this balance isn’t easy, but you can start by creating valuable content that users want to watch and, at the same time, introduce your products. Another good idea is to connect with popular TikTok influencers and ask them to organically integrate your products into their videos.
When asked respondents what short video app works best for their businesses, about half of the companies we surveyed chose TikTok.
PRO TIP: Even though TikTok is regarded as the best short-video app for businesses, it doesn’t automatically mean that it’s the best for your business. Before you go all in with TikTok, test the performance of your short videos on other apps like Instagram (Reels) and YouTube (Shorts).
Keeping up to date with the latest social media stats can literally make or break your entire marketing strategy.
Should you consider joining a new network?
Would it be better to focus only on Facebook ads and forget about Twitter ads entirely?
Should you invest in LinkedIn remarketing campaigns?
These are just some of the questions where statistical data can be helpful.
However, even when you are familiar with the latest trends, staying on top of social media marketing performance won’t exactly be a piece of cake.
You still have to log in to multiple tools every day and swim through a sea of data to figure out how your campaigns are performing.
Or you simply don’t if you use Databox.
Databox has a library of 100+ dashboards, 1000+ metrics and KPIs, and 70+ integrations available, all designed to minimize the time you spend monitoring and reporting your social media marketing performance.
You can check out all of the key parts of your social media campaigns like top-performing posts, engagement rate, conversion rate, number of impressions, and countless other things, for any platform – in one place.
Don’t want to bother with creating a dashboard from scratch? No biggie, you can download a pre-built dashboard from our library and customize it as you see fit.
Simply connect a data source, drag-and-drop the most important metrics, and turn the numbers into stunning visuals with one click.
It doesn’t just sound easy – it really is.
Sign up for a free trial now and see it for yourself.
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