Social Media Statistics and Studies You Need to Know

Everyone talks about how social media is incredibly important for businesses to be on, but it’s rarely followed up with actionable information.

Let’s talk about what LinkedIn is used for, the emerging video market, why hashtags are failing us, and whether or not Social Media even pays off. 

LinkedIn is the preferred channel for B2B marketers

According to the 2020 Content Marketing Institute report, LinkedIn is the top choice for B2B marketers when it comes to distributing content, both for paid and organic: 

  • 95% of marketers used LinkedIn to organically distribute content. 
  • 76% of B2B content marketers chose LinkedIn to advertise their paid socials or sponsored posts. 

Another survey from Hubspot cited LinkedIn as the most effective channel for lead generation and the conversion rate for the site is three times higher than Facebook and Twitter.

Video marketing is on the rise

With an average of 8 billion views daily, video content on Facebook, as well as other platforms, has become a preferred media format for users.

Nearly 85% of viewers have stated a preference for watching videos without sound. When incorporating video content in your campaigns, improve your engagement by disabling the auto-play feature and adding subtitles.

Branded hashtags aren’t always effective

Using hashtags is a popular method used by social media marketers when launching campaigns or promoting content. This tactic can help people discover your brand, increase site traffic, and bring in new clients. 

Unfortunately, a study done by Visual Objects suggests that using a branded hashtag may not be bringing the results you want to achieve. According to this report, 75% of people are unlikely to share a post with a branded hashtag. 

Out of 10 survey respondents, only 1 engaged with a hashtag campaign within the last 3 months. It is suggested that brands can get better results by asking users to share their reviews on third-party websites.

Bite-sized Content is King

Businesses found innovative ways to weather the storm that was 2020, and the push to prioritize social channels became evident. Social media giant, Facebook, noted a 70% increase in app usage, while bite-sized content king, Tiktok, was dubbed the most downloaded app of 2020. 

With  3.96 billion people spending their time online, brands responded by finding creative ways to engage their customers on social media. From live streams to reels, it became clear that if you wanted to reach your customers, the time to direct your efforts toward creating an effective social media strategy is now.  

Approximately 70% of consumers believe that larger companies have a special responsibility to make the world a better place, and 66% having an improved perspective of businesses who’ve stepped up during times of crisis, businesses used this as an opportunity to bring their corporate responsibility to the forefront by showcasing how they’re implementing changes for the good of both the customer and their employees.

Social Media Pays Off

If you’re still wondering if creating a social media strategy is truly worth the effort, check this out:

It’s no secret that social media can greatly influence purchasing decisions.  According to Sprout Social’s 2020 Index: Above & Beyond:

  • 89% of consumers expressed their willingness to buy from a brand they are following online. 
  • 75% of respondents also say that they tend to spend more when buying from a brand they follow. 

Creating an effective social media strategy is far from easy. Yet, it can be done with the support of a reliable and competent digital marketing agency. Our team, based in Scottsdale, Arizona, is ready to share important business insights and sound marketing advice. Contact us today to schedule a no-obligation consultation.


Written by Bryanna Norris
Published on January 13, 2021
Filed Under: Social Media