Knowing the latest social media marketing statistics is vital for you to be successful today.


Our job as marketers is to increase the number of brand owners.

Even when it comes to boosting brand awareness, there’s a number that can describe each rise or decrease in kpi.

However, the marketing industry has changed a lot in the past decade. What is more, now social media marketing is more than just paid ads on one popular platform. The younger generations don’t even remember a time when social media wasn’t important, and it is very obvious that their favorite social network was not bombarded with digital marketing campaigns.

What do you need to do on your social networks? If you are not actively marketing on at least one social network, you are missing out on a lot of sales. In fact, you are probably falling behind in your marketing campaigns. So lets take a look at the Social Media Advertising Statistics that are behind these realities.

social media usage around the world

People in various parts of the world use social media, from Twitter users to Facebook messenger devotees. Obviously you will need an internet connection, but even that is becoming easier to meet. Smartphones are easier to use than laptops and desktop computers for the average user. Even with slow internet speeds, social media opens up a new world for people in developing countries. In developed countries, social media is becoming ubiquitous and designed to attract daily users. So social media marketers need to take note.

1. Between 2021 and 2022, social media users increased by over 10%. In raw numbers, this represents more than 376 million new users and a total social media reach of 4.62 billion.

2. Social media being used by 4.62 billion people represents just over half of the global population and represents 93.4% of internet connected people.

3. Experts believe that in five years, there will be 4.4 billion people on social media.

4. Internet users are expected to spend more than 1/3 of their internet time on social media. I would say that this amount of total internet consumption equates to about 1.25 years. All those things will allow you to reach your customers.

5. The part of the world with the highest level of social media saturation are in Northern Europe and Western Europe. Saturation rates in these areas stand at 85% and 84% respectively. (Further reading: 5 Most Popular Platforms for Social Media Marketing in China)

6. In contrast, in Africa, the average social media saturation rates range from 8% (Middle Africa) to 45% (South Africa).

7. In January of 2022, the average Internet user spent an average of 2 hours, 27 minutes between messaging apps and social media.

social media in the United States

The United States of America is the most popular country in the world for creating social networks. And because America is the biggest economy in the world, what happens here is crucial to most brands when they are trying to increase their reach on social media networks.

In addition, the US is also the country that hosts Silicon Valley, the largest source of technological innovation in the world.

A great number of American internet users are concentrated in one area. The number of American goods and services that they buy relative to their incomes is also very important. It is therefore absolutely crucial that you get into their social channels to promote your digital marketing.

8. In the US, at least 82% of internet users are on social media. The total number of social media users will likely reach 257 million by the end of 2023.

9. More than 50 percent of American adults do not limit themselves to one social network. In fact, 56% of Internet-connected adults have multiple social media accounts.

10. According to Emarketer, social media has a wide range of saturation based on age. Millennials lead the way with 90.4% being active users. In the Gen X generation, 77.5% of the workforce is represented by baby boomers, with a rate of participation of 48.2%.

11. Studies show that 90% of teenagers have used or are using social channels.

12. Even when you take into account the whole adult population, social media is often used. In fact, 68% of adults are on social media. A few places where people are so effective in reaching out to their customers.

13. Children are getting social media profiles relatively young. In fact, an astounding 44% of 8-11-year olds are on at least one social media network. This number is much higher among 12-15-year-olds, with a usage of 87%.

social media usage by device

Do you remember when slow desktops were the only way that people could access the internet? Well, things have changed, so that now there are social media platforms and active users. You can bet that most of us have at least one laptop or desktop, even if it is only for work or school. As for consumers in developing countries, mobile phones (and mobile internet) are the most common method for getting online. A child is more likely to have access to smartphones than he or she has access to a laptop. All of these factors and many others have caused mobile phones to become an important means of accessing social media. Social media marketers should make it a point to ensure that all their marketing on social networks is optimized for mobile devices.

14. Smartphones and other mobile devices are used by 91% of social media users. Some of these social users also use their mobile phones to access their social networks.

91% of Social Media Users Use Mobile Devices.

15. Social media users spend almost 80% of their social media time using the platform’s mobile versions.

16. About 99% of social media users will use a mobile connection to view these sites at some point.

How do social media users engage with their own content?

How do social media users engage with their own content?

It has become more and more important to have video. Modern technology has enabled it to be easier than ever to produce video marketing materials. As for the beautiful things that people make, it is evident from the statistics that they have not lost their luster. Along with pictures, visual content is important in our modern lives. As you can see from the numbers, a lot of video marketing content is not always being posted on social media. Sometimes content creators’ effects extend far beyond their native medium.

17. Sharing and engagement often happen away from where a piece of social media content was posted. In fact, 84% of content sharing happens outside of social media on other platforms, including instant messenger, email, and SMS.

18. Of all content types, visual formats are 40x more likely to be shared on social media.

Visual content os 40x more likely to be shared on social media.

19. You can get a much higher engagement rate on posts by tagging them with another location (79%) or user (56%).

20. Sharing branded video content is popular, with 74% of customers doing so.

21. Internet users are saying “no” to ads on social media, with more than 40% turning on ad blockers.

22. Video posted on social media has earned new customers for 93% of brands.

How Social Media Influencers Consumer Purchases

Like television did in the past, social media is now the most important driver of consumer decisions. In fact, many people use social media to decide on what things to buy. As a result, social marketing efforts are essential for anyone who wants to succeed in digital marketing. In addition, customer service may also be provided via social media. A reason for that is that people prefer to work with brands that other people say are ok and that are attentive to consumers.

23. Among people who buy things online, 97% have accessed social media in the previous month.

24. Among American internet users between the ages of 18-34, almost 40% have bought a product from social media.

25. Product research is one reason why 76% of internet users access social media.

26. Customers who have enjoyed positive social media interactions with brands recommend the brand to social contacts at a rate of 71%.

27. Social media-based influencer recommendations help 49% of consumers decide what to buy–and around 80% of consumers have purchased something after seeing it recommended by an influencer.

28. For 13% of social media users, having a “buy” button would make them more likely to buy through the platform.

Social Media User Relationships with Brands

The social media industry is about relationships and human connections. The aforementioned communication among people does not only involve people. It also extends to brands and their digital marketing strategies.

Many internet users have become the main gateway to the world, and people have been using social media to exchange information about products and services. On the other side, news about events or experiences, good and bad, travels quickly on social media apps.

All those reasons and many more are why you should use social media to reach out to customers.

29. Among internet users ages 18-34, 95% will follow at least one brand on social media.

30. Brand discovery from online sources comes through social media 52% of the time.

31. For 43% of all internet users, social media is a major source of information on what to buy. That is also a good way to discover new products, no matter what kind of content is being used in social media marketing.

32. Brand familiarity–or the ability to see and become familiar with brands–influences 80% of customers to purchase something. .

33. Social media has been a method of communicating with brands and businesses for 90% of those with an account.

34. Companies are expected to use social media to provide customer service by 70% of customers.

35. Interacting with customers on social media leads them to spend 20-40% more money on products and services.

36. Among consumers between 18 and 29, 49% admit to buying something in response to a social media ad.

What Social Media Users Expect from Brands

Now more than ever, brands need to speak out on social media about important issues. In addition, they should be informed about any service or product changes that are happening. Companies must continue to be responsible and take a position on current issues, and their employees must also do so. Finally, companies should be careful to choose between two sides, because some customers make their buying decisions based on what side they are on. If digital marketers include comments on social channels, they may see a decline in some of their audience members, but they may also make up that decline by sharing with similarly-minded internet users their views.

37. For 86% of Americans, transparency on social media is so important that they will take their business elsewhere if a brand refuses to show transparency.  This is a record-setting achievement and must be incorporated into your next marketing campaign.

38. Over half, or 53%, of social media users say that transparency regarding changes to products and services is critical. People expect companies to communicate their values on social media.

39. Of all social media content types, video is considered the most transparent content type by 67% of consumers. Taking that one step further, 43% of consumers believe that live video is the most transparent form of content creation.

40. Social consciousness is important for 70% of consumers, who expect brands to take a public stand on issues that matter.

41. However, taking a stand does not always end in a positive result. For 55% of consumers, values are important enough that they might boycott brands they disagree with.

42. For 47% of consumers, social media is where they expect brands to express their views.

43. About 40% of consumers believe that working with a relevant nonprofit is an ideal way for brands to express their views on social media.

44. An Adobe study indicates that for 50% of Gen Z and 42% of Millennials, social media is the advertising channel they find most relevant.

45. Unfortunately, for 53% of customers there’s a belief that marketing and publicity are the only reasons companies take a stand.

how companies are leveraging social media marketing

It is fortunate that companies are rising to the challenge that is posed by social media marketing. Because people are in a very competitive market, they understand that it is very important to advertise on social media. That may be done through influencer marketing or through general digital marketing. Even small businesses are quickly establishing their presence on social media, in order to increase brand awareness and improve the average engagement rate of their posts. It seems that social media marketing has been resulting in huge successes for brands of all sizes, something that marketing professionals cannot afford to ignore.

46. According to 90% of marketers, social media is very important to their clients and business.

47. The use of social media for marketing campaigns is growing, with more than 92% of American businesses adopting this practice.

48 . Over 91% of marketers do business on social media.

49. Social media is a marketing tool for 96% of small business owners.

50. Likewise, social media platforms are seen as effective marketing tools for 90% of small businesses.

51. According to 93% of marketers, increased exposure for brands is the primary benefit of advertising on social media.

52. 75% of marketers credit social media marketing with increased web traffic, and almost 90% say it has improved business exposure.

53. Among 80% of social marketers, the main goal is to boost engagement across social media.

54. For marketers who have used social media marketing for two years or more, 50% have seen increased sales.

55. Social ad spending is expected to cost approximately $75.3 Billion in 2022, an increase of 25%.

What these statistics about social media marketing are telling us is compelling. For most B2C and B2B marketers and brands, social media is the place to be seen by and engage with consumers, whether that is accomplished via stories announcing new blog posts or daily posts about products and services. Social media is the place where everything happens. Are you making sure that your marketing campaigns are always up to date? It is increasingly important for consumers to trust the brands that they interact with and talk about on social media. Therefore, it is important that content creation should not be put on the back burner.

Even though many marketers still try to find an ROI from their social media marketing strategies, perhaps the most rewarding ROI comes not from clicks but from simply being present, engaging in conversations, and responding to questions and issues that affect our society.

That is, regardless of whether you get a large or a small ROI from your social media marketing, this is one area that you can’t ignore any longer, as the most recent social media stats have proven.

What are the statistics on how marketers and how people use social media? Do any of these surprise you?

When you are ready to improve your social media marketing, look at this resource:

Photo by Merakist on Unsplash

Social Media Marketing Statistics – Answers to FAQs.

What percent of marketing is done via social media?

A whopping 93 percent of marketers worldwide use social media. In 2022, almost 92% of marketers who work for companies with more than 100 employees in the United States are expected to start using social media for marketing.

How effective is the use of social media marketing?

Social media marketing has been proven to be successful. Among online consumers, 97% of them are on social media at least once a month. That is why, for most people, that is the main source of product information. As for consumers, 67 percent of consumers expect brands and companies to have a social media presence in order to provide them with customer service.

How effective are these statistics for advertising on social media?

Based on the findings by Statista, 37.9% of survey respondents said that they have made a purchase after seeing a social media advertisement. In reality, they are between 1 and 25%. This explains why online consumers are often tempted to purchase things through social media advertisements.

What percent of our customers are coming from social media?

That is, in the United States, the largest percentage of people using social media is between 18 and 29, and 81% of people are between 30 and 49 years old. Older people, those who are between 50 and 64 years, use social media less than anyone else; older people, those who are 65 years and over, use social media less than anyone else.

What is meant by ‘6 types of social media’?

There are six types of social media:

1. Social News
2. Social Networks
3. Microblogging
4. Media Sharing
5. Community Blogs
6. Bookmark these sites.

These 55 social media marketing statistics prove the importance that social media should have in your marketing strategy in 2022.