Social media marketing constantly shifts to meet the demands of new technology, younger audiences, and new advertising regulations.
In 2020, the global lockdowns have spurred a surge in screen time across demographics and platforms, with consumers more attached to their mobile devices than ever before. As such, social media presence has taken on new importance as a means for customers to validate the brands, products, and personalities they encounter.
The statistics below can help you strategize your social media presence through the year to come:
Facebook is the world’s largest social media platform, with 2.7 billion monthly active users. Facebook recently launched their Business Suite, a single dashboard for Facebook and Instagram accounts that allows users to post, message, advertise, and view insights all in one place. The company also announced they are imparting an ad limit on each Page, restricting the number of campaigns a business can run.
Below are 9 Facebook statistics for 2020:
- The three most-followed people on Facebook are Cristiano Ronaldo, with over 142 million followers, Shakira with 107 million, and Vin Diesel with 101 million followers.
- Among U.S. adults who use Facebook, around three-quarters (74%) visit the site at least once a day. (Source)
- Nearly 75% of high-income earners use Facebook. (Source)
- Three-quarters of women in the U.S. use the platform, compared with 63% of men. (Source)
- Around three-quarters (74%) of adults with a college degree or more use Facebook, compared with 61% of those who have a high school diploma or less. (Source)
- Approximately 40% of U.S. adults get news from Facebook (Source)
- 300 million people use Facebook Stories daily—compared to 500 million who use Instagram Stories every day. (Source)
- There are over 10 million groups on Facebook, and over 1.4 billion people now use Facebook Groups every month. (Source)
- Facebook use, specifically among users 18 and up, decreased by nearly 2% compared to previous years. (Source)
Instagram has more than 1 billion registered users in 2020. This year, the platform is rolling out automatic closed captions, which can be added to IGTV videos. When you upload your video, you’ll be able to use “auto-generated captions” by enabling a toggle bar.
Instagram is also prioritising its on-platform, in-app shopping features. Beyond a streamlined checkout process, creators can tag products in their posts to drive on-platform sales further.
Below are 9 Instagram statistics for 2020:
- The accounts with the highest number of followers include Cristiano Ronaldo at 242 million followers, Ariana Grande at 206 million, and The Rock with 203 million followers.
- 1 billion Instagram accounts worldwide are active every single month. (Source)
- 90% of Instagram accounts follow businesses. (Source)
- 500 million accounts use Instagram Stories every day. (Source)
- 60% of Instagram users claim that they learn about new products by viewing other people’s profiles or Instagram ads. (Source)
- More than half of the global Instagram user population is younger than 34 years old. It’s the second most preferred app after Snapchat for teenagers. (Source)
- Female users get five times as many likes as their male counterparts. (Source)
- The average cost per click for an Instagram ad in the U.S. is $3.56. (Source)
TikTok surpassed 2 billion mobile downloads worldwide in 2020. The platform recently added a new feature called “Stitch” which enables users to re-use snippets of other people’s video clips, to create responses and remixes. TikTok also announced TikTok for Business, a platform that offers solutions designed to give brands and marketers the tools to be “creative storytellers and meaningfully engage with the TikTok community.” It also provides new ad formats including TopView, the advertisement users see when first opening TikTok.
Below are 9 TikTok statistics for 2020:
- The most-followed individual on the platform is dancer Charli D’Amelio, with over 90 million followers. Then comes dancer Addison Rae with 69 million followers, and filmmaker Zach King with 52.7 million.
- TikTok is the most downloaded app on the Apple App Store, with 33 million downloads in a single quarter, Q12019. (Source)
- TikTok has the higher follower engagement rates than Facebook, Instagram, and Twitter. (Source)
- TikTok has been made available in over 150 markets, and in 75 languages. (Source)
- India is the biggest driver of TikTok installs, generating 611 million lifetime downloads to date, or 30.3% of the total. (Source)
- 44% of TikTok users are female while 56% are male. (Source)
- In less than 18 months, the number of adult TikTok users grew by 550%. (Source)
- 41% of users are between the ages of 16 and 24. Among these TikTok users, 90% say they use the app daily. (Source)
- TikTok introduced the hashtag #EduTok, which received 37 billion views in 2019. (Source)
LinkedIn has 722 million members in 200 countries and territories worldwide. The platform recently launched it’s ‘name pronunciation feature’, which enables users to create a recording of their name pronunciation and have it clickable on their profile. LinkedIn also released both ‘Reactions’ and ‘Polls’ for driving quick engagement on the platform.
Below are 9 LinkedIn statistics for 2020:
- The top three LinkedIn influencers ranked by engagement are Bill Gates, Richard Branson, and Mohamed El-Erian.
- ‘Marketing Solutions’ is LinkedIn’s fastest-growing segment. (Source)
- In March of 2020, professionals watched more than four million hours of LinkedIn Learning content, a nearly 50% increase month-over-month. (Source)
- LinkedIn is 277% more effective at generating leads than Facebook and Twitter. (Source)
- 87% of recruiters regularly use LinkedIn to fill the more than 20 million open jobs. (Source, Source)
- Content on LinkedIn receives ~9 billion impressions per week. (Source)
- LinkedIn drives more than 64% of social traffic to B2B sites. (Source)
- LinkedIn users spend three times more time watching videos than viewing static content. (Source)
- 65% of B2B companies have acquired a customer through LinkedIn. (Source)
The better you understand each social media platform and its users, the better you can craft your goals for social media marketing. Your online presence should be searchable, informative, and built around social interactions. Keep your content simple and personalised for the audiences you intend to capture.