57 Essential Social Media Stats for Digital Marketers in 2018

Here is a comprehensive list of the most important social media stats for 2018. We’ve collated the most recent data to bring you the most up-to-date picture of the social media landscape. As we move into 2018, use these stats to inform your social media strategies for the year ahead.
Monthly average users by social channel.

Big Social Stories in 2017

Twitter increases its character limit to 280 characters

In the survey of 2,201 US adults, just 13% opposed the move, with 30% supportive. 17% said the increased character limit made them more likely to tweet, while 20% agreed that they would be more likely to check Twitter as a result of the change. Even now, the character limit increase is a controversial issue.

YouTube’s Adpocalypse

In March this year, YouTube became mired in controversy when it was revealed that a number of advertisements were appearing on videos that promoted extremist, hateful and inappropriate content. A number of advertisers withdrew their business, and YouTube was left scrambling to reclassify videos in an attempt to appease them.

They got a little carried away in tightening up their policies, however, and many content creators ended up losing ad revenue as a result.

Facebook’s Ad Inventory

Basically, Facebook is running out of space to display ads. The company confirmed earlier in the year that it had maxed out ads in new feeds, instead choosing to prioritise longer videos in timelines to improve the experience.

Facebook went on to introduce mid-roll ads into those videos – giving it a whole new source of revenue. It also started selling Messenger ads, while also opening up its Marketplace platform to advertisers.

The Rise of WeChat

If Facebook could glance its future in a crystal ball, it might look something like WeChat. The Chinese messaging behemoth has made itself indispensable to its users, and according to Gartner is used by a frankly staggering 95% of Chinese people aged 16+.

The secret to its success is that it’s technology that’s all things to all people without being intrusive. You can use it to check your bank account, book a taxi, buy food or even chat to people! That’s four separate apps it has replaced right there, and we’ve barely scratched the surface of what it can do.

Facebook is attempting to copy WeChat’s lucrative business model, which is why it’s been pushing Messenger so hard and took the step to buy WhatsApp. Whether people are ready to accept Facebook as a WeChat-style ‘super app’ is questionable, but it’ll be interesting to see if we get any closer to the greatest homogenisation in tech since the creation of the iPhone next year.

Social Engagement Statistics

  • 98% of digital consumers are social media users
  • An average of 2 hours and 15 minutes per day is spent on social networks
  • Mobile phones are the leading social device, holding a 13% lead over computers
  • Digital consumers have an average of 8 social media accounts
  • 49% of consumers rely on product recommendations shared by influencers
  • 84% of businesses use paid social media promotions as opposed to just 67% who use paid search

Social Media Behaviours

Average number of social accounts.

  • News and entertainment are big reasons behind social media usage
  • Over 50% of digital consumers are following brands on social networks
  • Social networks are the top product-research channel among 16-24 year-olds.
  • All social networkers have watched a video clip online in the last month
  • 56% of Facebook users have watched one on their network
  • 4 in 10 Snapchatters and Instagrammers have watched video on these networks
  • 96% of the people that discuss brands online do not follow those brands’ owned profiles
  • 65% of pet owners post about their pets on social media twice a week on an average
  • 62% of B2B businesses use Google+ but only 13% find it successful

Social Media Landscape

  • 90% of digital consumers are a member of at least one of Facebook’s four main services (Facebook, Instagram, Twitter, and YouTube)
  • YouTube gets more usage than any other social platform
  • Facebook Messenger and WhatsApp are the top messaging services with over 50% of internet users
  • Snapchat usage is highest among Gen Z with 36%

Stats from the Top 4 Social Media Platforms

Instagram social media stats

People don't follow brands on social.

  • Instagram has 800 million overall users
  • Instagram has 2 million monthly advertisers
  • 7 out of 10 hashtags on Instagram are branded
  • 7% of businesses are now using Instagram
  • 70% of Instagram posts don’t get seen
  • 59% of Instagram users are 18-29 years old
  • Instagram stories has more than 250 million active daily users
  • 80% of users follow 1 or more brands on Instagram
  • Posts with at least one hashtag average 12.6% more engagement
  • It is far more effective to keep your Instagram hashtag count to less than 10 hashtags per post
  • 75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post
  • 2x as many Instagram Stories are posted by brands than Snapchat Stories
  • Instagram has more users than Twitter among 16 – 44 year-olds

Facebook social media stats

  • Worldwide, there are over 2.07 billion monthly active Facebook users for Q3 2017, which is a 16% increase year over year
  • 22% of the world’s total population uses Facebook
  • 83 million Facebook accounts are fake
  • Brands post an average of 8 times per day on Facebook
  • The average click-through rate (CTR) in Facebook ads across all industries is 0.90%
  • Images account for 75-90% of Facebook Ad performance
  • 85% of Facebook videos are watched with the sound off.
  • 42% of Facebook fans “like” a page with the hope of getting a coupon or discount.

Twitter social media stats

  • 330 million monthly active users in Q3 2017. An increase of over 4 million quarter-over-quarter
  • 71% of Twitter users use Twitter more than once a day
  • 5,700 tweets are sent every second
  • 82% of users share a positive interaction with a brand
  • Link clicks account for 92% of all user interaction with tweets
  • 78% of people who complain to a brand via Twitter expect a response within an hour

YouTube social media stats

Millennials relate to Youtubers more than their friends

  • 50 billion monthly active users
  • Over 30 million visitors per day
  • 40% of YouTube views come from mobile devices
  • 25-44 age group watches the most YouTube videos
  • 500 hours of video content is uploaded to YouTube every minute
  • 1 billion hours of content are consumed on YouTube every day
  • Number of hours watching videos is up 60% y-o-y
  • 20% of viewers will leave a video after 10 seconds
  • 40% of millennial YouTube audiences feel that their favourite YouTubers understand them better than their friends
  • 70% of YouTube audiences believe that YouTube stars are trendsetters

Check out some of our other blogs for more details on the biggest changes in the social sphere for digital marketing.



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