BUT, MY AUDIENCE ISN’T ON SOCIAL MEDIA
The words I hear so often when it comes to creating content for going online. I often speak about using all social media platforms for content to remove the friction for your potential audience and most recently spoke at a networking event and was approached by a few businesses afterwards who insisted their customers are not using social media, so I thought this blog was due to go through each of the most popular social media channels and the audiences they have.
So, of course, we’re going to begin here. The 2nd biggest search engine on the planet behind Google. Currently, the platform has 1.5 billion regular monthly users, searching for everything from the usual cat videos right through to potentially YOUR BUSINESS. So, what type of content can you create to use here? It could be the re-purposing of your Facebook live content (like this),
something I talk about so often, to make your content work harder for you. You could create showcase video content such as this we made for a local Indian restaurant in Newbury.
There’s so many different types of content you could create, and with these types of numbers, you cannot argue your audience isn’t using this platform.
YouTube Key Data Points
- Total number of YouTube monthly viewers worldwide – 149 million (Statista)
- Total number of YouTube daily viewers worldwide – 30 million (Dustn.tv)
- Hours of video watched daily – more than 1 billion (YouTube)
- More than 50% of YouTube views are coming from mobile devices (YouTube stats)
- Total number of YouTube users logged on – 1.8 billion (Recode)
- Hours of Video Uploaded to YouTube per minute – 300+ (Om Malik)
- Hours spent on YouTube per month – 19 (Business Insider)
This is the channel I hear from people the most that their audience isn’t on here. The biggest social media platform on the planet, used by 2.2 billion people and they still insist that none of those people could potentially be their customers.
General Facebook Stats
So, let’s take a look at some amazing stats about Facebook that’ll probably blow you away taken from s
1. Facebook Has More Than 2 Billion Daily Active Users
As of June 30, 2017, there are:
- 2 billion monthly active users on Facebook
- Over 1 billion daily active users
Although many social media marketers assume this number will plateau, it’s probably safe to say that Facebook will continue to grow until they run out of new users to sign up. Only a couple more billion to go!
Facebook Demographic Stats
Over 2 billion users is a lot of people. In order to get a better understanding of who you can potentially reach on the platform, here are some Facebook stats on their audience demographics:
2. 83% of Women & 75% of Men Use Facebook
Facebook’s gender demographics are pretty evenly split with women being ever so slightly more active.
This is a clear indicator that no matter who you’re trying to reach, they’re likely active on Facebook.
3. People Aged 18-29 Are the Most Prevalent Facebook Users (65+ Is the Least)
The age groups on Facebook break down by use as such:
- 88% of those 18-29
- 84% of those 30-49
- 72% for those 50-64
- 62% for those 65+
Despite being the smallest age group on the platform, Facebook seems to be the best option for reaching older users on social media when compared to other networks.
If your brand targets an older audience, make Facebook marketing a priority.
Facebook Usage Stats
It’s important to understand how people use Facebook. Take a look at these Facebook stats related to how people engage with the platform:
4. 40% of Facebook Users Have Never Liked a Facebook Page
Some other Facebook stats that related to Facebook pages include things like:
- One-third (32%) of Facebook users engage with brands regularly.
- 5 billion comments are left on Facebook pages monthly.
- 42% of customer service responses happen during the first 60 minutes.
All of this data leads back to the fact that Facebook Pages are a useful tool for your business. This is especially true in getting the word out and providing quick customer service. People equate quick responses to good customer service, so plan your social media customer service strategy accordingly.
5. People Spend an Average of 35 Minutes on Facebook Each Day
While content consumption is on the up-and-up, it might surprise you to find that the amount of time spent on Facebook per day has actually decreased. The current average amount of time spent on Facebook is 35 minutes per day.
That number is down from 40 minutes recorded just three years ago. This is supported by findings by SimilarWeb, a marketing intelligence firm which claims that people are generally spending less time on social media now than they did before.
With less time spent on Facebook, you have to learn to make the most of every opportunity to get in front of your audience. Think carefully about what you post and have a purpose for all the content you share.
6. People Access Facebook an Average 8 Times Per Day
According to comScore, Facebook is accessed at an average of eight times per day, followed by Instagram (six), Twitter (five) and Facebook Messenger (three).
So while people may not spend as much time on Facebook as they used to, they do tend to check it pretty frequently.
7. 400 New Users Sign up for Facebook Every Minute
Every 60 seconds on Facebook, there are:
- 317,000 status updates
- 400 new users
- 147,000 photos uploaded
- 54,000 shared links
The numbers don’t lie—Facebook truly is the largest social network around.
8. 19% of Time Spent on Mobile Devices Is on Facebook
As we alluded to earlier, the average consumer spends five hours per day on their mobile device. But what’s even more interesting is how that time spent breaks down. As you can see in the chart below, Facebook is the clear leader with 19%.
What is your brand doing to take advantage of the mobile trend?
You can start by creating a seamless mobile experience across all your web properties whether it’s Facebook, Messenger, your website or anywhere else online. Unless you have data to the contrary, you can anticipate most of your social media traffic will be from a mobile device, so prepare accordingly, and one of the most common places to use your mobile phone is here.
Facebook Video Stats
In the past five years, video content has seen tremendous growth. But it’s not just YouTube that’s experiencing an upward shift. Facebook has grown to become a video giant of its own. Here are some stats you need to keep in mind for Facebook video marketing:
9. 44% of SMB Marketers Plan to Spend Money Promoting Facebook Video Content in 2017
One of the most telling signs that marketers are getting serious about a Facebook video is that 44% of SMB marketers plan to put money behind their Facebook video content in 2017.
If your brand isn’t invested in a video on Facebook, there’s a good chance your competitors are, which puts you at a significant disadvantage.
10. Facebook Gets Over 8 Billion Average Daily Video Views
This Facebook stat illustrates exactly why you’re doing your brand a disservice by ignoring video on the platform. With over 8 billion average daily views and 100 million hours of video watched every day, Facebook has become a top player in the social media video landscape.
Greatist is a popular brand that uses video to boost organic engagement and stand out in feeds filled with text and images.
Follow in their footsteps and jump on the Facebook video train.
11. 85% of Facebook Users Watch Videos With the Sound Off
It would be remiss to end this discussion of Facebook stats without getting into details regarding the use of video on the platform, and how it’s shaking everything up. Some of the most important Facebook stats relating to video include:
- 85% of Facebook users watch videos with the sound off,
- Captioned video ads can increase video view time by an average of 12%
- 80% of users are annoyed when videos auto-play sound, and it gives them a negative impression of your brand.
The takeaway here is to make sure your videos don’t need sound in order to be understood. Taking a little time to add captions could mean the difference between whether or not your Facebook videos get viewed.
12. People Are 5 Times More Likely to Watch Facebook Videos on a Phone
Based on all the Facebook stats we’ve mentioned thus far, this shouldn’t come as a surprise. People are five times more likely to watch video daily on a smartphone than on a desktop.
Ensure that your videos are optimized for mobile viewing.
13. 20% of Facebook Videos Are Live Streams
With Instagram Live, Periscope and other services, live video has been bubbling for a while. In fact, 20% of videos are Live Broadcasts. And in June 2016, businesses were streaming six times more live videos on their Facebook Pages than they were in January when live video was first introduced.
This is an area I’m exceptionally passionate about as I believe once you’ve written your blog, going Live on Facebook is your next step to creating regular content for your brand and business, easily, but with hard work and patience.
Another important statistic to understand is the live element is what’s most appealing to viewers. After your broadcast is finished, the recorded video lives on your page. However, Facebook found that live videos are watched three times longer during the actual stream than the replay.
Facebook Advertising Stats
The key to Facebook’s tremendous growth over the years has been their advertising platform. Marketers spend billions every year to reach their target audience with Facebook Ads. Thanks to low costs and a huge database of user data, Facebook Ads is appealing to businesses of all sizes. Here are some stats to keep in mind for Facebook advertisers:
14. 93% of Marketers Use Facebook Advertising Regularly
Most people have a lot of questions about Facebook advertising. Getting it right can result in some of the best ROI in all forms of advertising. So needless to say—the stakes are high. These Facebook stats shed light on some interesting quirks of advertising on Facebook:
- 93% of marketers use Facebook advertising regularly, which translates to about 3 million businesses that use Facebook to market their business. Furthermore, 70% of these businesses are outside the US.
15. Images Account for 75-90% of Facebook Advertising Performance
When it comes to Facebook advertising, in order to be effective, consider the following:
- Images account for 75-90% of Facebook advertising effectivity/performance.
- The most effective length for an ad title on Facebook is four words, and 15 words for a link description.
16. 47% of the Value of Facebook Video Ads Happens in the First 3 Seconds
While Facebook video ads can be very effective, you don’t have a ton of time to capture your viewer’s attention. In fact, research from Facebook discovered nearly half of the value from your ads is attained in the first three seconds of the video.
When you create videos for ads, try to capture the viewer’s attention immediately. That way they’ll be compelled to stick around and see your entire message.
17. 93% of Social Media Advertisers Use Facebook Ads
Facebook is by far the most popular social media advertising channel. According to Social Media Examiner’s 2017 Social Media Industry Report, 93% of social media advertisers use Facebook Ads. The next network that’s even close is Instagram with 24%, but that’s also a part of the Facebook platform.
18. 20% of Facebook’s Mobile Ad Revenue Is From Instagram
As you saw in the previous Facebook stat, Instagram is contributing quite a bit to Facebook’s overall advertising numbers. In fact, it makes up 20% of Facebook’s mobile ad revenue, up from 15% last year.
As Instagram continues to grow, this number could potentially increase even more. If you’re currently running Facebook Ads on mobile, consider giving Instagram a try.
19. The Average CPC for Facebook Ads Is $1.72
Curious about whether or not you’re paying too much for your Facebook Ads? The team at Wordstream conducted research to reveal some benchmarks for Facebook Ads.
While other companies have attempted to gather this type of data before, we like Wordstream’s data because it’s broken down by industry. As you can see from the graph below, there are significant differences in CPC for different industries.
If your average CPC is much higher than your industry average, it could be a sign you need to make some tweaks to your campaigns. If you’re on the low end, you’re probably on the right path.
20. The Average CTR for Facebook Ads Is 0.9%
Wordstream also looked at the average CTR of Facebook Ads by industry. Overall, they found the average CTR to be 0.9%. But similar to CPC, you should look at your industry average rather than the overall.
Another of the fastest growing social media platforms is Instagram. So many think of it just as a photo sharing site, however, this is an opportunity as a brand and business to look at the content you’re creating and go to the next level and publish hugely groundbreaking and interactive content. So, the question is why would you look to use Instagram, apart from the fact it’s the fastest growing social media channel with 40+ year old females taking selfies. So here are some exciting stats to digest.
- More than 40 Billion photos have been uploaded to Instagram so far.
- 200 million Instagrammers actively visit the profile of a business every day
- Posts with at least one hashtag average 12.6% more engagement.
- Brazil ranked second in female user share, the country is home to the largest total Instagram user base in Latin America and second worldwide.
- When Instagram introduced videos, 5 million videos were uploaded in the first 24 hours.
- Instagram videos get 2 times the engagement of photos that any other social media platform.
- The most popular hashtags on Instagram are #Love, #Instagood, #Me, #Cute, and #Follow.
- Pizza is the most Instagrammed food globally, followed by Sushi.
Now, we’ve got the addition of IGTV as well, which although a separate app, is available within Instagram and allows you to create content in a totally new aspect ratio of portrait and put out 10-minute content to your audience.
Finally, let’s talk about one you probably don’t think is viable for your business. This is the platform we all remember as being the one for naughty pics being sent between teenagers, and only kids use it because of all the filters etc. However, anyone who believes an ever-aging audience who’s still using this platform couldn’t be your customers may well find themselves being wrong. Right now Snapchat has 300 million users every single month, with over 1,000,000 snaps being created every single day. Yes, the audience is ranged between 15 – 30 years old, but, some 30-year-olds are running businesses, and do you not want to be speaking to them? Exactly, so digest some of these other statistics, and understand that snapchat might be a great place to start talking to people, it is, however, probably one of the most difficult places to grow an audience, so you need to get your page out to people for them to follow you.
60% of Snapchat users in the US are under 25, while in the UK it’s even higher at 77% under 25.
78% of all American 18-24 year olds use the platform.
As of February 2018, it’s the 6th most popular social app in the US.
47% of teens think it’s better than Facebook, while 24% think it’s better than Instagram.
According to a YouGov survey, around 30% of Gen Y men use Snapchat compared to near 50% of Gen Y women.
Ireland, Saudi Arabia, and Sweden have the highest levels of Snapchat penetration of their population aged 16+.
So, what about the money being spent to advertise. This is where it gets super interesting, as just like Facebook, snapchat ad’s are massively undervalued right now, and a great place to put your money if you think your audience is here. So for example, in 2016, $90m was spent on Snapchat ads. In the same year, Snapchat released their physical Spectacles product, allowing people to post snaps of what they could see. When it comes to ads, the three most popular brands are BuzzFeed, Comedy Central, and iHeartRadio. 64% of marketers have a Snapchat account. When it comes to advertising too, you’ll find activewear brands are most likely to be on Snapchat, however, travel brands the least, with at least 57% of brand content on Snapchat is video.
In Q3 2017, 3.5bn snaps were sent.
528k snaps are sent every minute.
The peak time for Snap stories being posted is Saturday.
As of May 15th 2018, the longest Snapchat streak is 1,120 snaps.
WHAT SHOULD YOU PROBABLY NOT SAY NOW?
That’s right, after reading all this, unless you’re trying to sell to someone in space, you really can’t say the people you want to speak too aren’t on social media, you’re just not looking at the numbers properly. It can be a huge daunting world however, so if you’d ever like to have a FREE chat to discuss the world of social media just drop me a line on my email or add me on skype with it [email protected], and book in a 30 minute chat here