What role does social media really play in the modern-day digital marketing strategy? According to entrepreneur and author Amy Jo Martin, “social media is more like a telephone than a television.” And she’s right – a stellar social media marketing strategy is about more than simply wooing your followers with great graphics, it’s about connecting with them.
Unfortunately, many small business owners still don’t fully understand the power of social media. They view it as a necessary evil – something they need to do to keep up with the Joneses but not something that will actually benefit their business.
In reality, social media is one of the most powerful marketing tools at your disposal – but only if you know how to use it correctly. To help you get started, we’ve compiled a list of 20 social media statistics every business owner needs to know in 2022.
1) 79% of internet users in the US are on social media.
What This Means for Your Business: If your business still doesn’t have a social media presence, you’re already losing out on a massive amount of potential customers. Social media is no longer a nice-to-have – it’s a necessity. Not only will you be able to reach a wider audience, but you’ll also be able to build relationships with potential and current customers. If you’re not sure where to start, conduct some research to see which platform(s) your target audience is using and start creating content for those channels.
2) 54% of consumers use social media for product research.
What This Means for Your Business: If your business sells a product of any kind, it’s especially important for you to be active on social media. If you can provide helpful, informative content on your social channels, you’ll be more likely to convert leads into customers. Not sure what kind of content to create? In addition to product information and updates, consider creating how-to guides, customer testimonials, and even behind-the-scenes looks at your business. Another great way to attract social media users who are looking to build confidence in your brand is to turn your positive reviews into social media graphics.
3) 49% of consumers have made purchasing decisions based on social media influencer recommendations.
What This Means for Your Business: 2022 is the year you should reconsider what influencer marketing can look like. The most influential figures on social media aren’t necessarily the ones with the largest followings anymore. Instead, today’s consumers are more likely to trust a “micro-influencer” – someone with a smaller, more engaged following with a focus on a niche interest or market. If you’re looking to get started with influencer marketing, start by conducting some research to identify relevant micro-influencers in your industry. Once you’ve found a few good candidates, reach out and see what a potential collaboration with your brand might look like.
4) 79% of marketers have bought paid advertising on social media.
What This Means for Your Business: Social media platforms have some of the most valuable ad space you can buy in 2022. Not only will you be able to target your ads to a specific audience, but you’ll also be able to track how well they perform. If you’re not sure where to start, consider conducting a social media audit to see which platform(s) would be the best fit for your business based on the demographic you’re hoping to reach. Once you’ve narrowed it down, start creating ads that are relevant to your target audience and offer a clear call-to-action.
5) 95% of internet users aged 18-34 follow at least one brand on social media.
What This Means for Your Business: Millennials and Gen Z are deciding the latest industry trends and leaders, and the best place to appeal to them is on social media. These digital natives grew up with social media and are used to seeing brands on their various feeds. Simply put, if your business doesn’t have a social media presence, this demographic very well may not know your company exists.
6) 63% of people expect brands to use social media to handle customer service inquiries.
What This Means for Your Business: The function of social media has transformed in recent years, and the brands who come out on top are the ones who are willing to change with it. Social media is just a platform for promoting your product or service – it’s also a place where customers expect to be able to reach you with questions or concerns. If you want to provide excellent customer service, make sure you have someone monitoring your social media channels regularly and that they are prepared to respond to inquiries in a timely and helpful manner.
7) 56% of internet users in the US are on 2 or more social media platforms.
What This Means for Your Business: Limiting your social media presence to one platform also limits the number of eyes discovering your content. In order to reach the widest audience possible, it’s important to have a presence on multiple social media platforms. The good news is, you don’t have to be active on every single platform out there – just choose the ones that make the most sense for your business. If you’re not sure where to start, try conducting a social media audit to see which platforms your target audience is using most.
8) Users spend an average of 2 hours and 25 minutes on social media per day.
What This Means for Your Business: As the saying goes, time is money. And if your target audience is spending nearly two and a half hours on social media every day, that’s a lot of potential customers you could be reaching. In order to maximize your social media presence, it’s important to create content that is not only relevant to your target audience but also engaging and visually appealing. 2 hours and 25 minutes is a lot of time to consume brand messaging while scrolling through feeds – make sure your content is worth stopping for.
9) 91% of people access their social media accounts on a smartphone or other mobile device.
What This Means for Your Business: Your social media content may be designed on a desktop computer, but it should be optimized for mobile-first. Mobile users are much more likely to be scrolling through their social media feeds on the go, so your content needs to be able to capture attention quickly. This means using bold visuals, short and concise copy, and clear calls-to-action, both in your feed and story posts. Mobile users are also more likely to consume video content on their mobile device, and on that note…
10) 85% of marketers say short-form video was their most effective form of social media content in 2021.
What This Means for Your Business: From Reels to Stories to TikTok as a whole, video content is undoubtedly the biggest social media trend for 2022. If you’re not already on board, now is the time to get started. Video content is one of the most effective ways to reach your target audience on social media – it’s engaging, visually appealing, and can be consumed quickly. Videos are also highly shareable, which increases the likelihood of new audiences being exposed to your brand. If you’re not sure where to start, try experimenting with different video formats and platforms to see what resonates most with your target audience.
11) 93% of brands who have posted video content on social media say it has earned them new customers.
What This Means for Your Business: Video content that entertains and educates your audience could very well be your secret weapon to improving your bottom line. Potential customers rely on social media to learn more about a brand and its products, and there’s no better way to show off what you have to offer than with a video. If you’re able to hold their attention and teach them about your products or services in an engaging way, you’re much more likely to create a memorable lasting impression and earn their business.
12) Youtube accounts for more than 25% of all mobile traffic worldwide.
What This Means for Your Business: If your business isn’t already on Youtube, now is the time to make your presence known. With over a quarter of all mobile traffic coming from Youtube, there’s a huge potential audience you could be reaching with your video content. Not to mention, Youtube is also the second largest search engine in the world – meaning people are actively searching for videos on topics they’re interested in. If you can produce quality video content that educates and entertains your target audience, you could see a significant return on your investment.
13) Visual content is 40x more likely to be shared on social media than text-based content.
What This Means for Your Business: In a world where we are constantly bombarded with content, it’s more important than ever to make your visuals stand out. Whether it’s photos, infographics, or videos, using strong visuals is one of the best ways to ensure your content is seen and shared by your target audience. Keep in mind that visual content doesn’t just mean pretty pictures – it also includes things like charts, graphs, and other data visualizations. If you can find a way to make your data visually appealing, you’re much more likely to get noticed.
14) 98% of marketers say Instagram is the most impactful social media platform for influencer marketing.
What This Means for Your Business: We mentioned why you should use influencers in your social media marketing strategy already, but we didn’t touch on where to find them. For nearly all marketers, the answer lies on Instagram. The visual nature of the platform combined with features like clickable stickers and tap-to-shop functionality make it the perfect place to partner with influencers. If you’re looking to get started with influencer marketing, Instagram should be your go-to platform.
15) 83% of consumers use Instagram to discover new products or services.
What This Means for Your Business: Instagram is the ideal platform for businesses selling a product or service for a plethora of reasons. Not only is it visual, which makes it perfect for showing off your wares, but it’s also incredibly effective for reaching new audiences. Plus, with the addition of the Instagram Shopping feature, it’s easier than ever for potential customers to learn about and purchase your products without ever leaving the app. Today’s consumers are looking for the easiest and most convenient way to find and purchase the products they need, and if you can make Instagram your one-stop shop, you’re sure to see a boost in sales.
16) Tweets with hashtags get 100% more engagement than those without.
What This Means for Your Business: Hashtags were first introduced on Twitter in 2007, and they’re still a critical component to your social media marketing strategy 15 years later. Why? Because they work. When used correctly, hashtags can help you connect with like-minded people, start conversations, and even drive sales. Just be sure to do your research first and find the ones that will resonate most with your target audience – using too many hashtags (or the wrong ones) can actually have the opposite effect and turn off potential followers.
17) Linkedin is the #1 social media channel for B2B businesses.
What This Means for Your Business: If you’re in the B2B space, Linkedin should be one of your top priorities when it comes to social media marketing. Not only is it the most popular platform for businesses, but its network of over 630 million professionals makes it a powerful tool for connecting with potential customers and partners. Question is, how can your business use Linkedin to its advantage? The first place to start is by creating a company page. From there, share blog posts and articles, join relevant groups forums, and participate in industry-related discussions. The more active you are on the platform, the more likely you are to reach your target audience.
18) Tiktok was the #1 most downloaded app in 2020.
What This Means for Your Business: TikTok is one of the newest social media platforms on the scene, but it’s already made a huge splash. In 2020 alone, the app was downloaded over 2 billion times – making it the most popular app in the world. Contrary to popular belief, it’s not just teenagers who are using it – the platform is quickly gaining traction with adults of all ages as well. With such a large and diverse user base, TikTok presents a unique opportunity for businesses to reach a new audience. If you’re not sure how your business can use TikTok, start by creating short, engaging videos that showcase your products or services. You can also partner with influencers or collaborate with other businesses to reach a larger audience.
19) 50% of marketers plan on increasing their ad spend on Facebook, TikTok and Youtube in 2022.
What This Means for Your Business: The popularity of social media marketing is increasing, which means the importance of it is as well. Facebook, TikTok and Youtube are three of the most popular social media platforms, so it’s no surprise that marketers are planning on increasing their ad spend on them in the coming year. If you haven’t broken into these platforms yet, there’s no better time to make your presence known than right now. Of course, simply being on these platforms isn’t enough, nor do you have to be on all of them. Consider where your target audience spends the most time on social media, and focus your efforts where they’ll count the most.
20) 52% of brand discovery online stems from social media.
What This Means for Your Business: If your business isn’t on social media by now, does it really exist? In all seriousness, social media plays a vital role in the online discovery of brands – so if you’re not utilizing it as part of your marketing strategy, you’re missing out on a big opportunity. The good news is that it’s never too late to start. Start by analyzing which of the most popular social media platforms would be the most advantageous for your business goals, and make sure your branding is consistent across all of them. Once you have a solid presence, start sharing engaging content that will resonate with your target audience. If you do it right, social media can be a powerful tool for driving traffic to your website and growing your business.
From Social Media Statistics to Social Media Strategy
Now that we’ve covered all 20 social media statistics, you’re probably left with one big question: what does this all mean for your business? The answer is simple – social media is no longer an optional marketing tool, but a necessary one. If you want to reach your target audience and grow your business, you need to be active on social media.
Okay, one more big question: how do you know where to start? With so many social media platforms to choose from, it can be overwhelming deciding how to best spend your time, efforts and marketing budget. Fortunately, it’s not as daunting as it may seem as long as you have the right team behind you. Creative Click Media’s social media marketing mavens will work with you to assess your social media marketing goals to create a winning strategy that generates the likes, follows, and most importantly, conversions you’re looking for. Your winning social media marketing campaign is only a click away – contact us to get started.
Looking for even more digital marketing stats to get you started? Check out our picks for the local SEO statistics, web design statistics, content marketing statistics and SEO statistics every business owner needs to know in 2022.
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