125+ Essential Social Media Statistics Every Marketer Should Know in 2016 | Hootsuite Blog

125+ Essential Social Media Statistics Every Marketer Should Know

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Whether you’re creating a social media marketing strategy, designing a campaign, or making a business case for using a particular platform, you need to start in the same place: research.

The basis of any successful social activity is understanding the platforms, who uses them, and how.

That’s why we’ve compiled this list of social media statistics to show what sets each platform—and its users—apart. Whatever idea you’re cooking up, we’ve got the stats to help you plan.

The statistics in this post are organized by network and sorted into two categories: users and usage; and businesses, brands, and marketing.

Bonus: Get the step-by-step social media strategy guide with pro tips on how to grow your social media presence with Hootsuite.

General social media statistics

Before we get into facts and figures for specific platforms, let’s take a look at social media as a whole. The following statistics come from two Hootsuite partner studies—one conducted by Harris Poll, and the other, “Digital in 2017,” from global social media agency We Are Social.

Users and usage

Businesses, brands, and marketing

  • 48 percent of Americans have interacted with companies or institutions on at least one social media network.
  • 41 percent of Americans say it’s important that the institutions they engage with have a strong social media presence.
  • Of those Americans who have a social media account, 28 percent would rather engage with a brand/organization on social media than visit a physical location.
  • 59 percent of Americans who have a social media account agree that customer service via social media has made it easier to get questions and concerns resolved.
  • 40 percent of U.K. adults say it’s very or somewhat important that companies they purchase from have a strong social media presence.
  • Of U.K. adults who have a social media account, 34 percent say they would rather engage with a brand/organization on social media than visit a physical location.
  • 56 percent of U.K. adults with a social media account agree that customer service via social media has made it easier to get questions and concerns resolved.

Facebook statistics

Facebook is still No. 1. Despite what you may have heard, everyone uses Facebook. Everyone. And they use it a lot. And because everyone uses Facebook, it’s a big deal for brands.

Users and usage

Businesses, brands, and marketing

Twitter statistics

The majority of Twitter users are news junkies who use the network to seek out information about what’s happening in the world. The micro-blogging platform is also a place for people to connect with brands.

Users and usage

Businesses, brands, and marketing

Instagram statistics

Five years in, Instagram’s still a hot network. It’s one of the five most-used apps and it continues to grow in popularity. And it’s an up-and-coming destination for advertisers.

Users and usage

Businesses, brands, and marketing

Pinterest statistics

Pinterest remains one of the most fundamentally useful social networks. It’s the network of choice for planners—pinners use it to plan for holidays, travel, and special events like weddings. It’s primarily popular with female users (but men are catching on).

Users and usage

Businesses, brands, and marketing

Linkedin statistics

Perhaps more so than any other social network, LinkedIn’s purpose is clear. It’s a place to connect with colleagues and professional contacts. Many businesses use it for hiring. It’s also a destination for brands in the B2B sector.

Users and usage

Businesses, brands, and marketing

Snapchat statistics

Snapchat’s users may skew younger, but they’re not the only ones who use the app. Increasingly, older users and brands are jumping on the bandwagon.

Users and usage

Businesses, brands, and marketing

YouTube statistics

Social video is a big deal. A really big deal. And YouTube is the social web’s destination for video.

Users and usage

Businesses, brands, and marketing

Now that you’ve got the stats you need to plan your strategy, use Hootsuite to schedule and manage your social media presence. Try it free today.

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