A Breakdown of Statistics for the Most Popular Social Media Platforms: What You Should Consider for 2021
If you’re using Facebook, Twitter, LinkedIn and Instagram for marketing purposes, it’s important to understand the recent statistics that demonstrate each platform’s value. All of these platforms are competing against each other, but inherently attract a different audience that uses the platform differently. In our recent blog, we addressed which platforms are best for marketing and best practices for tapping into these platforms. Now it’s time to look at recent statistics of how these apps are growing and how they’re being used.
Below is a breakdown of some of the more significant developments for Instagram, Facebook, Twitter and LinkedIn that you need to know for 2021.
- Instagram reaches 140 million U.S. users, which is an 8% increase from Q3 2020. The U.S. audience represents only 12% of all Instagram users. So, while Instagram does have a huge reach in the U.S., it does not reach everyone.
- 88% of users are outside the U.S. and the top five countries for Instagram users are:
- India: 120 million users
- Brazil: 95 million users
- Indonesia: 78 million users
- Russia: 54 million users
- Users spent an average of 30 minutes per day on the platform in 2020, which is 4 minutes higher than 2019. During those 30 minutes on the platform, a large portion of Instagram users are checking out business profiles, and 200 million users visit at least one business profile daily.
- 90% of Instagram users follow a business.
- The average Instagram business account posts once per day, and the best times to post for professional service firms is Tuesday, Wednesday and Friday at 9 a.m. or 10 a.m.
- 81% of people use Instagram to help research products and services, and 58% say they have become more interested in a brand or product after seeing it in Stories.
- 2% of B2B decision makers use Instagram to research new products or services.
- Larger accounts get lower engagement rates, while accounts with a small but dedicated audience see higher ones. An Instagram business account with fewer than 10,000 followers sees an average 1.55% engagement rate, which drops to 0.62% for a business account with more than 100,000 followers.
- Only 8.9% of Facebook’s audience is in the U.S. Although, the majority of Americans use Facebook, which equates to 190 million U.S. users.
- The breakdown of Americans using Facebook is as follows:
- 64% are 12 to 34 years old
- 74% are 35 to 54 years old
- 52% are 55 and over
- The majority of Facebook’s audience is outside of the U.S. The fastest growing region is the Middle East and Africa (13.6%), followed by Asia (10.7%).
- Facebook is still growing in Europe and North America, and saw 8.7% growth globally in 2020.
- 5% of B2B decision makers use Facebook for research.
- Users clicking on searches for local businesses increased 23% from February to May 2020.
- Facebook has an advertising audience of 2.14 billion (the number of people that can be reached with ads on its platform) which is an increase of 2.2% since Q3 2020.
- Facebook users spend 34 minutes per day using the platform.
- 500 million people use Facebook Stories daily.
- The average price for an ad decreased 9% in Q3 2020.
- 8% of U.S. companies with 100+ employees use Twitter for marketing.
- The average time spent on Twitter is 3 minutes and 39 seconds.
- 40% of Americans aged 18 to 29 years old use Twitter, more than any other age group, and Twitter usage drops as age increases.
- 77% of Americans who earn $75,000 or more use Twitter.
- 77% of users feel more positive about a brand when their Tweet has been replied to.
- 67% of all B2B businesses use Twitter as a digital marketing tool.
- On average there are 164 million ads shown on Twitter every day.
- 66% of the businesses who have 100+ employees have a Twitter account.
- Online connections are even more important for businesses this year because more business decision makers are working from home.
- LinkedIn is the most trusted social network in the U.S. and has 722 million members, compared to Instagram with 1 billion users, and Facebook with 2.74 billion.
- 57% of users are men, and 43% are women.
- 9% of users are between 25 and 34 years old.
- 76% of users are outside the U.S.
- There was a 55% increase in conversations among connections in 2020. Since connections have been unable to meet in person, they’re messaging each other more than ever.
- Content creation on LinkedIn increased 60% in 2020.
- LinkedIn live streams increased by 437% in 2020 and the number of LinkedIn live streams increased 89% from March to June 2020.
- LinkedIn has transitioned from being a recruitment platform to being a professional network where people educate and inform themselves and learn about other companies in their industry.
- 30% of a company’s engagement on LinkedIn comes from employees.
- Employees are 14x more likely to share content from their employers than other types of content on LinkedIn.
- LinkedIn posts with images get 2x higher engagement.
- Larger images do even better, with 38% higher click-through rates than other images. (LinkedIn recommends 1200 x 627 pixels.)
- LinkedIn users are 20x more likely to re-share a video post.
- An ad on LinkedIn can reach 13% of the world’s population.
- LinkedIn’s ad reach grew by 25 million people in Q4 2020.