What if I told you that you could make an ad or a piece of content that can reach 14 billion views? It may sound overwhelming, but it's not impossible. That's the reach that, as of July 2022, the hashtag #TikTokMadeMeBuyIt had: a tag that visualized millions of products, reviews, and commercial accounts on TikTok: the most revolutionary social network in the last few years.
That does not mean you have to go and open a commercial account on that platform (although you’ll inevitably have to if you don’t have one already). Still, it does mean that when designing a digital marketing campaign, you must include social networks: an ecosystem that, at the beginning of 2023, already reached 3.96 billion users. So here are ten crucial social media stats to remember when creating your advertising strategy in 2023.
1. The amount of time an adult spends on social media platforms is higher than ever: one hour and 35 minutes a day
If you thought 2020 was the peak year for social media due to isolation, you're wrong. While it is true that in 2020 the time spent on these platforms increased by 13 minutes, in 2023, that time continues to grow.
According to some market studies, an hour and 35 minutes is a user's average time on social networks. That, added to the fact that by 2023, more adults aged 65 and older are expected to have an account on social media platforms, represents an opportunity to reach new and broad audiences willing to invest their time in content that meets their interests and needs.
2. Yes, Facebook and Instagram are still the most used platforms by marketers (93% and 78%, respectively), but TikTok is the fastest-growing
According to the statistical portal, Statista, 93% of marketers not only use Facebook as their first choice when deploying ad campaigns, but this platform is responsible for at least 25% of all digital ad spending (Google, for example, takes 28% of the slice). However, other applications, such as Instagram, used by 78% of marketers, continue to bring excellent visibility and conversion to brands.
Although TikTok is a popular platform among the younger generations, it is a social network that increasingly imposes trends that its rivals, Instagram or Facebook, imitate to ensure the usability of such applications. That is why it is essential to consider it when designing viral content since its growth rate in the U.S. over the last two years is estimated at 105%.
3. TikTok is the platform with the highest engagement, with an engagement rate of 5.96%
5.96% of engagement may tell you little so far. However, if you thought Instagram was still the most time-consuming platform for social media users, you may need to be corrected.
As of 2022, a study from Social Insider concluded that Instagram continues to dominate social streaming services, achieving an engagement of 81% over other social media apps, such as Facebook (8%). But think about this example: when it comes to content, those related to the tourism industry are the most popular on that platform. However, this type of content, while being the most consumed on Instagram, only achieves an engagement rate of 1.41%.
Can you estimate the 5.96% engagement rate that TikTok has in 2022 per post and why you should consider this platform to generate genuinely-interested communities in your area of expertise?
4. Although men account for 54.3% of social network users, women spend more time browsing social media
This data is essential when putting together a strategic marketing plan because even though women account for only 45.7% of total social media users, according to Hootsuite's annual report, they are the ones who spend more time scrolling content on these platforms daily.
According to the study, although the average time users spend on social networks is two hours and 29 minutes, women usually exceed men's online activity time by up to half an hour.
5. Telling people what NOT to do can generate a 17.6% higher engagement in your posts
After analyzing 53 million likes, comments, and shares of posts made by multinational brands on social networks such as Facebook or Twitter, a study published in July 2022 concluded that content could be 17.6% more engaging when warning people not to do something.
According to the analysis, using “DON'T” instead of “DO” sounds more authoritative and characterful. Plus, it may be associated with a much more effective power status when generating interactions on social media.
6. 75% of Internet users use social media to search for reviews and opinions about products and services
DataReportal recently published its statistics on the use of social media in 2022 and revealed that although 27.9% of Internet users have accounts on platforms to make purchases and find inspiration, most of them use them as a validator of information.
The data site's analysis showed that 75% of Internet users use social media to seek recommendations and opinions about products and services. This is important. After all, it shows that while you should take care of your online presence, you should also take care of your real-world experience because, behind a screen, people's comments can make or break your reputation.
7. 71% of those who have good experiences shopping through social media recommend brands to their friends and family
It happens in real life and in social media too (and soon in the metaverse): customer service is one of the essential aspects when building buyer loyalty.
Is it easy for your audience to find your products? Are your response times optimal? These are some of the questions you should ask yourself if you want to improve the user experience. For example, according to Data Report, the probability that a buyer who had a good experience with a brand will recommend it to others is 71%.
8. 49% of consumers rely on the recommendation of an influencer to take action on social media
Whether to follow an account, buy a product, or go to a new restaurant, some studies conducted by companies dedicated to e-commerce concluded that almost half of active users on social networks agree to try a brand if an influencer has validated it before.
That figure would explain why influencer marketing is an industry that is expected to reach a value of $15 billion by the end of 2022. But keep calm: you don't necessarily need to invest your entire budget in the most viral influencer in your country from now on, as there is a growing market of micro-influencers that also have loyal communities, and it reached a market share of 91% between 2020 and 2021, according to a study by TheSocialShepherd.
9. Only 15% of users watch videos on Facebook with sound on
It is a reality that video is the most consumed format now. Not only does the growth of TikTok say so, but it is also evidenced by Hootsuite's annual report, which shows that 92% of internet users browse in search of video content.
That, considering that Facebook, despite its decline, is still the platform with the most significant number of active users, with 2,946 million until July 2022, should end up driving you to the creation of video content.
Remember that even Facebook is promoting the use of this format by letting you to monetize the reels you set up on its platform. Of course: don’t forget to put the subtitles on when you publish them since, according to LyfeMarketing agency data, only 15% of Facebook users watch videos with the sound turned on.
10. 46% of social media users would abandon a brand if it ran too many promotional ads
You may have already read it many times elsewhere. Still, although the commercial use of social networks is to sell, your content strategy must also be oriented to create loyal communities.
And how do you create loyal communities? There still needs to be a foolproof recipe to achieve it, but you must remember to connect with users who identify with your brand's values. Even some market surveys conclude that focusing on telling the stories behind your products or experiences can get you a 46% higher chance of success rather than bombarding your followers with promotional ads.
Summary
- The amount of time an adult spends on social media platforms is higher than ever: one hour and 35 minutes a day.
- Yes, Facebook and Instagram are still the most used platforms by marketers (93% and 78%, respectively), but TikTok is the fastest-growing.
- TikTok is the platform with the highest engagement, with an engagement rate of 5.96%.
- Although men account for 54.3% of social network users, women spend more time browsing social media.
- Telling people what NOT to do can generate a 17.6% higher engagement in your posts.
- 75% of Internet users use social media to search for reviews and opinions about products and services.
- 71% of those who have good experiences shopping through social media recommend brands to their friends and family.
- 49% of consumers rely on the recommendation of an influencer to take action on social media
- Only 15% of users watch videos on Facebook with sound on.
- 46% of social media users would abandon a brand if it ran too many promotional ads.
