Social Media also enables you to reach a large number of people at a very low-no cost. Social can be used for a number of business objectives, B2B and B2C lead and business generation, ecommerce, sales, app installs, signups, registrations, RSVP, event invitations, bookings and website traffic growth to name a few.
Social networks are now so well established, that there are now a core top few social networks which are most popular which doesn’t change from year-to-year.
However as we’ll see in this post, the most popular social media networks vary a lot by level of usage in different countries and with demographics.
So understanding these variations in popularity on different social networks is really important when targeting specific audiences. When comparing the most popular social networks it’s best to review them by active account usage, not just the number of user accounts.
This compilation of the most popular social networks worldwide prepared by Statista gives a clear picture with Facebook ruling supreme. This won’t be a shock to anyone! With over 1,590 million active users, it holds an 18% market share, 7% more so than its closest competitor, the Facebook-owned, WhatsApp.
Following from this, we have predominantly APAC favoured platforms, with QQ (9%), WeChat (8%) and Qzone (7%) all with over 600 million active users, highlighting the array of offerings the APAC. We then see a cluster of predominantly western social media networks in Tumblr (6%), Instagram(4%) and Twitter (4%).
Which are the fast growing social networks?
Every digital marketer has limited time for social media marketing, so which social network should you focus your efforts on? This compilation from Statista on the growth of Twitter shows how it compares to Facebook, WhatsApp and China’s WeChat – it’s clearly losing ground – sad since we love it!
Which is the most engaging social network?
Another factor which determines the time we put into social media marketing is the engagement of the audience. Here we again see the dominance of Facebook – it’s also got the greatest engagement in time according to this insight from the US consumer panel from comScore.
The above chart from Comscore shows engagement in terms of time spent on the platform vs reach among the millennial demographic. It’s interesting to see how effectively Facebook dominates, but also interesting to see how well Snapchat is doing in terms monthly usage per visitor.
Facebook’s dominance is truly extraordinary. Not only does it take the top spot, it’s other platforms also take 2nd and 3rd respectively. Facebook Messenger has an impressive 47% penetration, and Instagram (also owned by Facebook) comes 2nd for engagement.
What is the overall Social Media usage globally?
We also want to highlight the great summary of social media and mobile stats from WeAreSocial Singapore, which is mainly extracted from GWI who they partner with.
For statistics on the social network usage and growth we recommend Global Web Index (GWI) as one of the most reliable research sources of social media statistics to compare consumer use and engagement across different social networks.
Research is conducted in quarterly waves, each of which has a global sample size of more than 40,000 internet users. Many other social media research programmes are no longer active. Although Global WebIndex are a paid subscription service, their blog provides useful insights on digital consumer behaviour and the Global Web Index Slideshare gives the latest top-level summaries which we share later in this compilation.
Global annual growth continues rapidly, particularly in the number of mobile social users, which grew by 17% last year.
Asia-Pacific is driving much of this growth, which internet usage rates high and number of active social media users increasing 14% on the year before.
When looking at the world by number of internet users, it really rams home the importance of East Asian and South Asian markets. Digital offers new opportunities to reach these people, although as always cultural differences are considerable challenges to international marketers.
10 important social media statistics to know for your businss
- There are 1.65 billion active mobile social accounts globally with 1 million new active mobile social users added every day
- Online adults aged 18-34 are most likely follow a brand or business via social networking 95%
- 71% of consumers who have had a good social media service experience with a brand or business are likely to recommend it to others
- Visual content is more than 40 times more likely to get shared on social media than other types of content
- 94% of B2B marketers use LinkedIn successfully to distribute content, making it the most-used B2B social platform
- 80% of all B2B social media leads come from LinkedIn
- 50% of LinkedIn users report they are more likely to buy from a company they engage with on LinkedIn
- LinkedIn generates the highest visitor-to-lead conversion rate at 2.74%, more than 3x higher than Twitter 69% and Facebook 77%.
- According to estimates, WeChat is a direct driver of US$1.76B in lifestyle spending.
- 53% of official WeChat accounts that have enabled payments are earning revenue.
Both consumer and B2B decisions and purchases are influenced by social content. Social media now plays almost as large a role in purchasing decisions as does TV or advertising. We can reach, engage and convert more followers and leads to customer and take the daily social media tasks off your “to-do” list so you can focus on the rest of your business.
Social media if leveraged correctly can achieve a number of goals for your business:
- increase your business reach
- gain more exposure for your brand
- increase service and product exposure
- lower you existing costs, ad spend and deliver a better ROI
- ultimately increase your leads, customers, sales and revenue.
If you would like to find out more about how you can improve your social media strategy and achieve any of the business goals above: