Social media is no longer an up-and-coming form of media. It is not a cutting-edge way of marketing your brand. Social media is now a primary form of media. Marketing your brand on social media is now the minimum standard – something you simply must do to reach your customers.
It’s been over 12 years since Facebook began down its path to world domination, bringing a new wave of marketing with it. In those 12 years, a lot has changed. Here are just 5 of the most astonishing social media facts that marketers and brands need to know:
A Pew Research Center poll conducted in September 2014 found that almost 75% of all adults who used the Internet were users of at least one social media platform.
As expected, this number was highest in the 18-29 year old demographic, with 89% of Internet users in this age range using social media. Still, an impressive 49% of Internet users over the age of 65 used social media. In the time since that poll, these numbers have likely increased. It’s clear that no matter what demographic your brand targets, if they are online, most of them are on social media.
Some people are quick to count LinkedIn out, but that could be a mistake. Although the business-oriented network has a reputation for being not so popular, that reputation is not based in truth. In fact, LinkedIn is more popular than Twitter with adults in the United States.
Predictably, LinkedIn does best with U.S. adult between 30 and 49 years of age, the time when many people are at the peak of their careers. If your target audience includes educated, career-focused adults, don’t skip LinkedIn.
It seems like every day there is a new think piece telling marketers how to reach Millennials. The 18 to 34-year-old demographic is one that many marketers covet, but fail to connect with. Although debates on this subject can and do last for hours, one thing is certain: you shouldn’t forget about YouTube.
This online video hub is more popular with Millennials than any single cable TV network, according to Nielsen. Perhaps this is because so many Millennials are “cutting the cord” and ditching cable completely. (Link to our blog on this.) If this group is in your target audience, make sure you have a presence on YouTube.
Instagram, the photo-sharing app owned by Facebook, has been deemed the “most important” social network by U.S. teens, beating out Twitter and Facebook. Once the butt of many a joke, Instagram is taking the world by storm.
In fact, eMarketer found that by the end of 2015, there were 77 million Instagram users in the United States alone. Some experts predict that number will be 100 million by 2018. That means that 1 in every 3 Americans will be posting selfies and food pics to Instagram in less that 2 years. As the teens go, the rest of the country seems to follow.
The business-to-consumer connection is obvious for social media. However, it may be less obvious how B2B businesses can benefit from social media marketing. It’s important to remember that behind every business you market to is a person (or group of people) making the decision to buy. 84% of CEOs and VPs say that social media is a tool they use to make purchasing decisions.
If a decision maker looks up your brand on social media, what will they find? Will it convince them to trust you and buy from you? With so many decision makers using social media for research, these are questions B2B brands must consider.
What social media statistic shocked you the most? Stay tuned for more exciting and important facts in the second part of this series. For more industry insights, make sure to follow Duncan/Day and Facebook, Twitter, LinkedIn, and Instagram.