Social Media Marketing Statistics

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Must-Know Social Media Statistics for 2023

You can list many reasons why social media is an integral part of our society. 

Whether it’s keeping up to date on world events and local news or simply communicating with friends, social media is more popular than ever. And with so many social network platforms to choose from, it can be difficult to stand out from the crowd when you put yourself out there. 

Substantial brand awareness and engagement from social media require time, planning, and a unique social profile. As you create a social media strategy, think about these social media statistics to kick things off on the right foot.

Social Media Marketing Top Statistics

  1. Globally, there are 89 billion social media users.
  2. China has the most social media users worldwide, with 999.95 million users.
  3. Facebook is the world’s most-used social media, with 2,958 million users.
  4. 99% of users access social media through mobile or tablet.
  5. Globally, ad spending on social media advertising has reached $269.68 billion as of 2023.
  6. 77% of marketers target Facebook/Instagram advertising as a marketing strategy.
  7. Using social media, 77% of businesses reach their audience base.
  8. $68.92 billion in retail social commerce sales generated in the United States as of 2023.
  9. Short-form video content on social media is 5 times more engaging than any other content.
  10. 71% of businesses plan to create more videos for social media marketing in 2023.
  11. Influencer marketing will reach $21.1 billion by the end of 2023.
  12. Over 90% of users regularly engage with influencers on YouTube, Instagram, TikTok, and Snapchat.
  13. In the United States, 4 million Facebook users are there as of 2023.
  14. An average user spends 19 hours and 8 minutes on TikTok worldwide.
  15. 33% of marketers say Instagram offers all social media platforms the highest ROI.

Social Media Usage Statistics

By 2023, about 61.12% of the world’s population is projected to use social media platforms. As a marketer, understanding how social media is used is crucial for developing an effective marketing strategy.

The number of social media users worldwide grew by only 3% YoY from January 2022 to January 2023 (+137 million users.)

Here are some more insights into the number of social media users from 2017 to 2027.

East Asia has the most social media users worldwide, with 1,194.2 million.

East Asia has the most significant social media users, with 1.2 billion users making up 14.9% of the world’s population. This includes China, the world’s most populous country.

Here is a table showing the number of social media users by region.

China has the most social media users worldwide, with 999.95 million users as of 2023.

The United States is third, with 295.48 million users, which is 6.04% of all social media users. 

A table shows the top countries with the most social media users worldwide as of 2023.

As of 2023, the average time spent on social media is 2 hours and 31 minutes. 

The amount of time people spend on social media is steadily increasing each year. Between 2013 and 2023, it increased by 1 hour and 34 minutes.

According to Data Reportal, the average time spent on social media in 2023 was 2 hours and 31 minutes, which remained the same as the previous year.

Below is a table that displays the average time spent on social media from 2013 to 2023.

Facebook is the world’s most-used social media, with 2,958 million users. YouTube comes in second place, with 2.514 billion users, followed by WhatsApp and Instagram, which have 2 billion users each.

  1. 70% of American adults use Facebook
  2. An average American spends 33 minutes per day on Facebook.
  3. 6% of Facebook users are male and 43.4% are female (based on available gender data.)
  4. Almost a quarter of Facebook users in the US are between the ages 25-34.

This table shows the users of the top 15 social media platforms. 

Social Media users spend the most time on TikTok, with 23 hours and 28 minutes per month. TikTok is the social media platform where users spend the most time monthly. 

The following table shows the monthly time spent on various social media platforms.

Around 84% of people aged 18-29 use at least one social media platform.

According to Forbes, social media usage has been more common among the younger generation, with 84% of those aged between 18 and 29 and 81% of people aged between 30 and 49 actively using at least one social media platform.

A table shows the complete insights into the above study.

Social Media Advertising Statistics

As social media continues to grow in popularity, businesses worldwide are investing billions in social media advertising to reap its benefits.

In 2023, it is projected that $220.5 billion of the total ad spending on social media will be generated through mobile ads worldwide.

Every year from 2017 to 2023, most social media ad spending was spent on mobile advertising, which will be the same in the future.

According to Statista, by the end of 2026, $300.8 billion will be spent on mobile social media advertising and only $57.12 billion on desktop advertising.

A table shows total social media ad spending globally from 2017 to 2026 by device (*Projected).

In the United States, social media ad spending was $80,670 million in 2022.

According to Statista, China trailed behind the United States in social media ad spending, with $80,550 million. Here are the top markets worldwide in terms of social media advertising spending.

77% of marketers retarget Facebook/Instagram advertising as a marketing strategy. 

As a part of their marketing strategy, more than 7 out of 10 marketers plan for Facebook/Instagram advertising.

Also, 69% of marketers retarget Google advertising, while 55% retarget Email marketing. A table shows the retargeting use in marketing strategies of marketers.

Social Media Sales Statistics

Many businesses are generating rapid sales through social media platforms, demonstrating that social media is an essential source of revenue. 

$68.92 billion in retail social commerce sales generated in the United States as of 2023. 

The sales figures for retail social commerce are rapidly increasing year by year. From 2019 to 2023, retail social commerce sales in the United States increased by almost $50 billion in just four years.

In 2022, retail social commerce generated $53.10 billion in sales, $13.59 billion more than in 2021. Industry experts predict that by the end of 2025, retail social commerce sales will reach $107.17 billion.

Please refer to the table below for a breakdown of retail social commerce sales from 2019 to 2025.

There are 6 million social buyers in the United States as of 2023. 

Many people purchase products and services through social media platforms. According to eMarketers, as of 2023, there will be 107.6 million social buyers in the United States, a 5 million increase from the previous year.

From 2019 to 2023, the number of social buyers in the United States increased by 46.8 million. Experts predict that the number of social buyers in the United States will reach 114.3 million by the end of 2025.

The following table displays the number of social buyers from 2019 to 2025.

Apparel and accessories are the top retail category by share of social action, with 55.7%.

Many products users buy from social media, but apparel and accessories are the top categories by share of social action in the United States. 

Here is a table showing the top 10 retail categories in the United States by share of social action.

Facebook’s overall social commerce add-to-cart conversion rate is 34.10% in the United States. 

According to Grin, Facebook has the most overall social commerce add-to-cart conversion rate in the United States. 

Facebook is followed by Instagram, Pinterest, and Twitter, with 16.90%, 6%, and 5.50%, respectively. Here is a table showing the total breakdown of social commerce add-to-cart conversion rate in the United States.

Social Media Video Statistics

When it comes to social media marketing, it’s essential to understand the value of video. Over the past few years, social media videos have captured the attention of many users.

Short-form video content on social media is 5 times more engaging than any other content. 

On social media, short-form videos, typically less than a minute in length, are gaining attention from 66% of consumers due to their brevity and authenticity.

91% of businesses will use video marketing in 2023. 

According to Wyzowl, video marketing was the most popular among businesses in 2023, with 91% of them using it–a 5% increase from the previous year. 

In 2022, 86% of businesses used videos for their marketing. From 2016 to 2023, video marketing has increased by 30%.

71% of businesses plan to create more videos for social media marketing in 2023.  

There are numerous video types that businesses use for marketing purposes. However, one of the most popular categories is social media videos, with 71% of companies utilizing them. Below is a table providing a complete breakdown of this topic.

According to 91% of marketers, video increases the understanding of users. 

Video marketing has numerous benefits. In fact, 90% of marketers say it can generate leads.  Additionally, 91% of marketers report that video marketing can boost website traffic. Take a look at all of the benefits of video marketing in 2023.

Influencer Marketing Statistics

Influencer marketing can significantly boost your sales and engagement rate, as social media users tend to trust and follow popular influencers’ recommendations when buying products and services.

Influencer marketing will reach $21.1 billion by the end of 2023. 

Influencer marketing is essential for any brand or business. Its market value grew from $1.7 billion in 2016 to $9.7 billion in 2020, significantly increasing to $13.8 billion in 2021, suggesting a steady growth. 

In 2022, the industry expanded to an impressive $16.4 billion, and influencer marketing is expected to reach $21.1 billion by the end of 2023. A table shows the global market size of influencer marketing from 2016 to 2023.

28% of affiliate marketers use bloggers as influencers for marketing. 

Based on a study by Influencer Marketing Hub, bloggers are the top choice for affiliate campaigns, with 28% of affiliate marketers utilizing them. 

Review and coupon sites are preferred by 19% and 15% of affiliate marketers, respectively. The study provides a comprehensive analysis of these findings.

Marketers will spend $4.62 billion on influencers in the United States by the end of 2023.

The spending on influencers is increasing year by year in the United States. In 2022, marketers spent $4.14 billion on influencer marketing, which was $0.45 billion more than in 2021. A table shows the total spending of marketers on influencers from 2019 to 2023.

 

Over 90% of users regularly engage with influencers on YouTube, Instagram, TikTok, and Snapchat. Most people (95%) primarily engage with influencers on YouTube and TikTok, while 94% of users engage with influencers on Instagram weekly. A table displays the percentage of consumers who engage with influencers every week in Germany, the United Kingdom, and the United States.

93% of markets prefer Instagramfor influencer marketing in the United States.

Based on Statista’s report, Instagram is the most popular social media platform for influencer marketing in the United States. TikTok, with 68% following it. You can see the complete breakdown of the preferred social media platforms of marketers in the United States in the table below.

Social Media Marketing Statistics By Platform

There are numerous social media platforms globally. However, it is essential to identify the ones that can provide optimal benefits or be more helpful for your needs.

Facebook remains an advertising powerhouse. Whether or not brands should focus on Facebook is a tough question that really depends on your individual Facebook metrics. The following Facebook statistics can clue you in further.

  1. Facebook is the most-used platform by marketers worldwide (90%). Instagram sits in second place (79%).
  2. As of Q4 2022, Facebook is the largest online social network in the world with roughly 2.96 billion monthly active users.
  3. 70% of American adults use Facebook
  4. An average American spends 33 minutes per day on Facebook.
  5. 56.6% of Facebook users are male and 43.4% are female (based on available gender data.)
  6. Almost a quarter of Facebook users in the US are between the ages 25-34.

Instagram quietly crossed 2 billion users in 2022 and brands are still scrambling to get more Instagram followers. Below are the top social media statistics for Instagram.

  1. Instagram is the king of social selling. For consumers, it offers the best in-app shopping experience of any app. For marketers, it offers the highest ROI for selling products.
  2. 61.2% of total Instagram users are between the ages 18-34.
  3. Reels take up 30% of the time people spend on Instagram.
  4. Instagram’s engagement rates are four times higher than Facebook (0.60% to 0.15%), but have been continuously decreasing.
  5. In 2023, 29% of marketers plan to invest more on Instagram than any other platform.

LinkedIn has done a brilliant job of carving out its niche as the go-to professional network. The platform is a potential goldmine for B2B brands and the rapid growth of their ad platform speaks for itself. Here are some LinkedIn statistics you should know.

  1. There are more than 900 million members across 200 countries on LinkedIn.
  2. The United States has the highest user rate in the world on LinkedIn with an audience reach of over 199 million users.
  3. There are over 63 million company profiles on LinkedIn.
  4. 16.2% of LinkedIn users in the US use the platform daily (versus 48.5% that log in monthly).

Pinterest often doesn’t get its due when it comes to social platforms. The platform’s diverse, big-spending audience is among the most dedicated and engaged of any network. Here are some top Pinterest statistics to look out for.

  1. 450 million people use Pinterest every month.
  2. 76.7% of Pinterest users are women, 15.3% are men and 8% are unspecified.
  3. 45% of Pinterest users in the US have a household income over $100K, and 21% earn $30K or less.
  4. Pinterest is the second-most visited website in the US.
  5. Pinterest users spend twice as much monthly as people on other platforms.

TikTok has totally transformed itself to a must-have digital platform for brands. The platform’s rabid fanbase, rapid growth and sky-high usage spell great news for early adopters. Below are some interesting TikTok statistics to know about.

  1. TikTok has over 1 billion active users worldwide.
  2. TikTok is the most frequently used app worldwide, with users spending an average of 23.5 hours per month on the platform.
  3. TikTok’s user base skews female, with 54.1% of users identifying as women (based on available gender data.)
  4. 38.9% of TikTok users are 18-24 years old and account for the largest share of TikTok’s advertising audience.
  5. 78.9% of TikTok users are looking for fun or entertaining content on the platform.

X, formerly Twitter has cemented itself as the hub of political discussions, memes and a prime place to go back and forth with brands. Take a look at the Twitter statistics below to understand more about marketing on the platform.

  1. Twitter boasts about 556 million monthly active users in total worldwide.
  2. 53% of Twitter users use the platform to get the latest news.
  3. More than half (63%) of Twitter users are men (based on available gender data.)
  4. 71% of marketers plan to spend less time on Twitter in 2023.
  5. US adults spend an average of 34.8 minutes daily on Twitter.

To compete with emerging platforms like TikTok, the second-largest search engine in the world is making some big changes. Here are the top YouTube statistics to know about.

  1. As of January 2023, YouTube has over 2.5 billion users worldwide. However, the platform’s active users have decreased by 48 million over the past year.
  2. YouTube Shorts get 30 billion views daily from users around the globe.
  3. 12% of YouTube users are males aged between 25-34, and 9% are females of the same age (based on available gender data.)
  4. People spend an average of 19 minutes per day watching videos on YouTube.
  5. Nearly 90% of all visits to YouTube come from a mobile device.

Use social media statistics to guide your strategy. Learning the latest social media marketing statistics is key to fine-tuning your strategy and setting smarter goals.

Are there any opportunities on new networks? Do you need to shift from organic content to ads (or vice-versa)? Should you double down on what you’re doing now?

We hope our social media statistics help you find the answers. Combing through them is totally worth it — you should bookmark them if you haven’t already.

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288 thoughts on “Social Media Marketing Statistics”

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