social media stats and facts


Social Media  |  11 min read

55 Social Media Marketing Stats and Facts for 2018

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Jennifer Leslie

In 2018, social media for business will be a force to be reckoned with. There are currently 3.03 billion active social media users, (2.8 billion of which access their social media accounts via mobile phone) and just between Q2 and Q3 of 2017, the amount grew by 121 million, according to Marketing Sherpa. With numbers like these, it’s more important than ever for businesses to have a stake in the market.

However, social media algorithms never stay the same for long, and with a rapidly changing technology landscape, neither do user trends. Because of this, small business owners need to stay on top of their social media game by testing out new strategies around app updates and evolving consumer behavior.

To help with this, we’ve gathered 55 of the most important statistics about social media marketing and advertising for 2018. Read on.


  1. Seventy-one percent of small businesses plan to use social media content to attract new customers in 2018. (Keap)
  2. Seventy-five percent of small business owners will include Facebook in their social media strategy.
  3. In comparison, 37.6 percent plan to include Instagram, 35.1 percent plan to use Twitter, 22.8 plan to use LinkedIn, and 21.4 percent plan to use YouTube. (Keap)
  4. Thirty-eight percent of small business owners plan to budget more for social media management in 2018. (Keap)
  5. When asked which strategies they currently use for digital marketing, 49 percent responded with social media management. (Keap)
  6. Ninety-six percent of people who talk about brands on social media aren’t following those brands. (Brandwatch)
  7. Sixty-seven percent of consumers use Facebook and Twitter to find a resolution to issues, and 1 in 3 prefer customer care over social media to telephone or email. (Social Media Today)
  8. Customers spend more money (20-40 percent) on brands who engage directly with them on social media. (Social Media Today)
  9. Most common reasons people follow brands on social media (Marketing Sherpa):
    • An incentive (e.g., sweepstakes, discount, gift card)
    • Because their friends, family, or colleagues do
    • For direct communication to brands for customer service needs
    • Having seen the brand’s social media icon (e.g., in email, on website, print ad) during an interaction
  10. Video will be more important for social media content marketing than ever. According to Smart Insights, 90 percent of all content shared by users on social media in 2017 was video.
  11. Cisco forecasts that in 2018, 82 percent of all consumer internet traffic will be from video, as live, recorded, and video ads are already rampant across almost all social media platforms.


  1. Eighty-five percent of U.S. consumers use social media. (Marketing Sherpa)
  2. Fifty-eight percent of social media users said they follow brands through social media (MarketingSherpa):
    • 95 percent aged 18-34 (Millennials) follow brands through social media
    • 92 percent of adults aged 34-44
    • More women (61 percent) follow brands on social media than men (55 percent)
  3. Women (87 percent) use social media more than men (82 percent). (Marketing Sherpa)
  4. People with incomes of $50K-74.9K are more likely than the next income group up ($75K-99K) to follow brands for the following reasons (Marketing Sherpa):
    • Incentives (31 percent vs. 21 percent)
    • Entertaining content (21 percent vs. 17 percent)
    • Because the brand reflects their lifestyle (17 percent vs. 14 percent)
  5. Parents (93 percent) are more likely to use social media than non-parents (81 percent). (Marketing Sherpa)
  6. The top 5 reasons parents use social media are (Marketing Sherpa):
    • To get regular coupons/promotions (46 percent vs. 26 percent)
    • Interested in buying the products (38 percent vs. 23 percent)
    • Some kind of incentive (34 percent vs. 22 percent)
    • Useful content (31 percent vs. 18 percent)
    • Entertaining content (27 percent vs. 14 percent)

Social media breakdown by age

Image credit: MarketingSherpa


Facebook usage stats

Image credit: HootSuite/SlideShare

  1. As of August 2017, Facebook led the charge in active users at 2.05 billion (that’s nearly 70 percent of all active social media users!). (Hootsuite)
  2. Eighty-seven percent of active Facebook users access the platform via mobile. (Hootsuite)
  3. More men use Facebook (56 percent) than women (44 percent). (Hootsuite)
  4. As of April 2017, there are more than 5 million active advertisers on the Facebook platform. That’s up 1 million on since September 2017. (Forbes)
  5. However, there are more than 65 million business pages currently using Facebook Business Pages. (Medianama)
  6. There are now 100,000 active chatbots on Facebook Messenger. (Facebook)
  7. Fifty-three percent of people who message with businesses say they’re more likely to shop with the businesses they can message. (Facebook)
  8. Facebook users watch an average of 100 million hours of video every day. Keap)


  1. There are more than 800 million Instagram users (Statista])
  2. Of those 800 million, 500 million are active every day. (Instagram)
  3. Women also more likely (38 percent) to use Instagram than men (26 percent). (Pew Research)
  4. Three-hundred million users use the “stories” feature daily. (TechCrunch)
  5. Eighty percent of Instagram users are outside the U.S. (TechCrunch)
  6. There are more than 25 million businesses worldwide with Instagram profiles. (Instagram)
  7. Sixty percent of the top brands on Instagram use the same filter for every post (Webdam)
  8. It’s estimated Instagram brought in $4 billion in revenue in 2017, approximately 20 percent of Facebook’s annual revenue. (The Motley Fool)
  9. The best days to post on Instagram are Monday and Thursday. The best times to post are 2 a.m., 8-9 a.m., and 5 p.m. (CoSchedule)

Instagram stats and facts

Image credit: CoSchedule


  1. There are 330 million monthly active users (MAUs), and 100 million daily active users. (Omnicore)
  2. Eighty percent of these users access the platform via mobile. (Omnicore)
  3. Only 69 million of the 330 MAUs (21 percent) are located in the U.S. Twitter supports more than 40 languages, so it’s not surprising that the other 79 percent of users are located in other parts of the world. (Hootsuite)
  4. Outside the U.S., the top three countries, by user count, are Brazil (27.7 million), Japan (25.9 million), and Mexico (23.5 million). (eMarketer)
  5. Approximately 500 million tweets are sent per day. (Omnicore)
  6. Thirty-seven percent of Twitter users are between 18 and 29 years-old, and 25 percent are between 30-49 years-old. (Pew Research)
  7. Twenty-eight percent of Americans college graduates use Twitter. (Pew Research)
  8. People who make more money are also more likely to use Twitter. Thirty percent of American users make $75,000 or more a year. (Pew Research)
  9. Ninety-three percent of people who follow SMBs on Twitter plan to purchase from them at some point, and 69 percent have already purchased from an SMB because of something they posted on Twitter. (Twitter)
  10. One-third of the people who follow an SMB have retweeted their content. (Twitter)
  11. According to a recent company report, cost-per-engagement has declined by 54 percent year-over-year, yet overall ad engagement has increased by a whopping 99 percent year-over-year.
  12. Tweets with video are six times more likely to be retweeted than tweets with photos. (Twitter)


  1. There are 500 million users on LinkedIn, but only half are MAUs. (Omnicore)
  2. Forty percent of LinkedIn users access it daily. (Omnicore)
  3. An average user spends about 17 minutes monthly on the platform. (Omnicore)
  4. There are 133 million LinkedIn users in the U.S., while 70 percent of its users are from elsewhere in the world. (Microsoft)
  5. More males (57 percent) than females (44 percent) use LinkedIn. (LinkedIn)
  6. Like Twitter, people with higher incomes are more likely to use the platform. Forty-four percent of LinkedIn users make more than $75,000 a year. (Omnicore)

Other social media stats and facts

  1. When asked to choose one social network “if trapped on a deserted island,” 44 percent of teenagers chose Snapchat, ahead of Instagram (24 percent) and Facebook (14 percent). (recode)
  2. One billion hours of video are watched on YouTube daily. (YouTube)
  3. As of August 2017, YouTube has the second largest population of total active users (after Facebook), coming in at 1.5 billion (33 percent of all active social media users). (Hootsuite)

Betty white on social media

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