Social media is a much more analytical channel than some may think, and there are a ton of statistics you should keep in mind as a marketer. These social media statistics can help you benchmark how well you’re performing compared to others online and certain stats can show you where you should spend additional time.
This article will compile engagement statistics, like how quickly you should respond to fans, as well as demographic statistics from the social sites themselves to help you decide where to establish a presence.
Social Media Engagement Statistics
At Sprout Social, we’ve always believed that engaging with your current and prospective customers is one of the best things you can do on social media. With that in mind we’ve built and maintained our own industry report called The Sprout Social Index which looks at social media engagement data. Here’s a quick look at some of the social media stats from our Index:
1. Messages Sent to Brands Are Way Up
Sprout Social’s social media industry report is always being updated and we’ve consistently seen the number of messages sent to brands on social media increase. From an average of 1,790 incoming messages in Q3 of 2013 to 2,742 in Q4 of 2015.
2. Messages Requiring a Response Are Up
Not only have the number of messages sent to brands increased, so too have the number of messages that actually require a response. In Q3 of 2013, only 15% of social messages sent to brands required a response, but in recent quarters, that number has hovered around 43%. You can see these first two statistics broken down by various industry below.
3. Brands Can’t Keep Up with Inbound Messages
Even though the number of messages being sent to brands requiring a response has increased, the rate at which brands respond actually dropped. In Q4 of 2013, 14% of messages received a response across industries. Today, the response rate has fallen to less than 11%.
4. Social Media Response Time is Down
The rate at which brands respond to inbound messages has decreased, but fortunately, the time it takes companies to respond to those messages has also decreased. In Q4 of 2013, you had to wait about 13 hours until you received a response from a brand on social. These days that number has fallen to 11 hours.
5. Brands Send More Promotions Than Replies
Weak response rates and slow response times make much more sense when you consider brands have been using social media more as a promotional channel than a customer engagement platform. In fact, on average, brands send about 3.2 promotional messages for every customer reply.
6. Small Businesses Average More Messages per Employee
Organizations with 0–200 employees, though likely without all of the resources of their larger counterparts, are actually much more efficient at managing social media. While small businesses receive an average of 10 messages per employee, they actually answer more of those messages with a response rate of 10.7%.
7. Medium Businesses Average 6 Messages per Employee
Businesses with 201–1,000 employees average six messages per employee and respond to 10.1% of those messages.
8. Large Businesses Average 0.5 Messages per Employee
Businesses with 1,000+ employees receive an average of 0.5 messages per employee and respond to 10.6% of all incoming social messages.
9. Instagram Messages up 115%
Instagram is seeing immense growth in popularity and customers use it like any other networks to reach out to the brands they want to start a conversation with. In fact, last quarter, brands received 115% more messages from their audience on Instagram, but they only increased the messages they sent by 28%.
10. Response Rate on Twitter Is 12.9%
When it comes to the specific major networks, you’re much more likely to receive a response in a timely fashion if you reach out to brands on Twitter. Twitter’s response rates is 12.9%, which is 36% better than they are on Facebook.
11. Response Rate on Facebook Is 8.9%
Though response rates aren’t as high on Facebook, that doesn’t means brands aren’t utilizing the network. In fact, since Q4 of 2014, brands have increased the amount of messages they’re sending on Facebook by nearly 90%.
Pull Your Own Engagement Data
If you’re curious to see how your engagement compares to those above, try starting a free trial of Sprout Social. We’re extremely proud of our own Engagement Report and there is so much that you can learn from the data.
Right off of the bat, you’ll haave a high level look at how you compare to other companies in terms of response rate and response time.
You can also take a more granular look at your response time and response time by day of the week, and even by hour of the day.
While diving deeper into your social media presence is key, sometimes you want to take a step back and look at the overall trends. You can do this with Sprout too by looking at your average engagement rate and time over custom time periods.
We’ll jump into more key social media stats, but if you’re curious to see how well you’re engaging, and to use a tool to continue to improve that engagement, check out Sprout Social free today.
Social Media Usage Statistics
This next section looks at a number of social stats from the networks themselves, detailing things like the amount of users on their platform and where those users are located. Keep these numbers in mind when you’re deciding which social media networks are most valuable for your time.
12. Instagram has 400 Million Monthly Active Users
Instagram has seen amazing growth since its launch in October of 2010. The image sharing site now boasts over 400 million monthly active users, surpassing Twitter and approaching LinkedIn. It’s pretty clear that companies looking to create a strong social presence must look to Instagram, if not just as a test.
13. 75% of Instagram Users Are Outside of the US
While the percentage of users outside of the US is slightly lower than most of the other networks, Instagram still has plenty of opportunity to grow all over the world. This could also spell good news for companies whose core markets are in the US.
14. 80 Million Instagram Photos Shared Per Day
There are an average of 80 million photos shared every single day. Start taking and submitting your own photos to Instagram to make sure you’re getting your share. If you’re not sure how to get started, check out this free Instagram Webinar with Peg Fitzpatrick.
15. 40 Billion Photos Have Been Shared on Instagram
While the site averages 80 million new photos every day, in the lifetime of the website, there have been over 40 billion photos shared.
16. 1.04 Billion Daily Active Users on Facebook
With more than 1 billion daily active users, Facebook is the world’s largest social media network. So even if you have one of the most niche products on the market, you’ll likely find your customers on the network.
17. 1.59 Billion Monthly Active Users on Facebook
When you expand the scope, there are 1.59 billion monthly active Facebook users. At the time of writing this article, that’s near 22% of the world’s population.
18. 934 Million Mobile Daily Active Users on Facebook
One of the most impressive aspects of Facebook’s user-base is the amount that they access Facebook via their mobile devices. Out of the 1.04 billion people using Facebook every day, 934 million of them access in on their mobile device.
19. 1.44 Billion Mobile Monthly Active Users on Facebook
Of the 1.59 billion people using Facebook on a monthly basis, there are 1.44 billion doing so on their mobile devices.
20. 83.6% of Daily Active Users Are Outside of the US and Canada
Of the 1.59 billion people using Facebook every single day, 83.6% of those are doing so from outside of the US and Canada.
21. 320 Million Monthly Active Users on Twitter
Twitter has 320 million active users, which is a bit behind Instagram and Facebook. Though the numbers aren’t as robust, Twitter users appear to generate more content, creating around 500 million Tweets per day.
21. 80% of Active Twitter Users Are on Mobile
Similar to the amount of folks using Facebook on the move, 80% of Twitter users are active on mobile, which poses a great opportunity for companies with a solid mobile experience.
22. 79% of Twitter Accounts Are Outside of the US
Twitter seems to have more users based in the US than Facebook, with only 79% of them accessing their accounts outside of the US.
23. LinkedIn Has Over 400 Million Registered Members in Over 200 Countries
The social network for professionals boasts a robust group of users with 400 million registered members in more 200 countries.
24. More Than 2 People Sign up for LinkedIn Every Second
Not only is the network big–it’s growing. According to the company’s page, more than two people sign up for LinkedIn every second.
25. LinkedIn Has More Than 40 Million Students & Recent Grads
The LinkedIn network isn’t just vast, it’s comprised of professionals. Over 40 million students and recent grads use the site, which makes sense as they may be the most in need of jobs.
26. YouTube Has Over 1 Billion Users
The video sharing giant that is YouTube boasts over 1 billion users, which is a massive audience. As video content becomes more prevalent, it’s important to remember YouTube as a site to share your content.
27. People Watch Hundreds of Millions of Hours on YouTube Daily
Not only have people flocked to YouTube in numbers, but they also consume an incredible amount of content from the site. Every day people watch hundreds of millions of hours on YouTube.
28. 80% of YouTube Views Are From Outside the US
Just like most other social networks, YouTube has a big audience outside of the US. In fact, 80% of YouTube views actually come from outside of the U.S.
Now that you have a better idea of how often you should spend time engaging on social, and on what networks you should work toward establishing a better presence, use that information to turn social media into channel you can use to stay ahead of your competition!
Michael Patterson: Michael enjoys writing about all things social media, and his insights can be found on Adweek's SocialTimes, Social Media Today and Social Media Examiner. When he isn't pouring over blog posts he can usually be found exploring Chicago's unique neighborhoods and breweries.