Social Media Statistics and Studies You Need to Know

Any outstanding marketing tactic is based on valid data and extensive research.  This is why many top businesses and brands such as Amazon, Volkswagen, and Samsung choose to spend a lot on research and development. For small businesses, it is wise to follow the latest stats, studies, and surveys that provide valuable insights about the current market situation and consumer behaviors. Thus, if you are looking to strengthen your business’s online presence through social media marketing, you want to look at surveys predicting the emerging trends that will drive increased engagement as well as studies analyzing the best platforms to reach your target clients. This is the most recent research that can guide your social media ads and campaigns to the right direction:

People buy from brands they follow on social media

Businesses that use social media channels to sell their products and services are on the right track. That is according to Sprout Social’s 2020 Index: Above & Beyond survey. Their report points to the fact that social media can greatly influence purchasing decisions, with a whopping 89% of consumers expressing their willingness to buy from a brand they are following online. Meanwhile, 75% of respondents also say that they tend to spend more when buying from a brand they follow. These findings are the result of a survey conducted to 1,028 customers and 1,003 social media marketers from February 28 to March 4 of 2020.

LinkedIn is the preferred channel for B2B marketers

Figures show that LinkedIn is a platform that business to business (B2B) marketers should pay close attention to. According to the 2020 Content Marketing Institute report, LinkedIn is the top choice for B2B marketers when it comes to distributing content, both for paid and organic. The survey shows that 95% of marketers used LinkedIn to organically distribute content. Meanwhile 76% of B2B content marketers chose LinkedIn to advertise their paid socials or sponsored posts. This is most probably because the social media channel for professionals brings results. Another survey from Hubspot cited LinkedIn as the most effective channel for lead generation. This Hubspot study that covers 5,000 businesses says that the conversion rate in LinkedIn is three times higher than Facebook and Twitter.

Video marketing continues to rise

Past years have shown the rise of video content online and this trend is definitely not going away anytime soon. A Facebook executive even predicted that the feed in their channel will be entirely video content by 2021.  Moreover, recently shared stats from Facebook says that on average, there are 8 billion video views on their platform every day. Evidently, taking time to produce video content for your online campaigns and advertisements is likely to be a wise move. To further improve engagement from your videos, you do not want to auto-play the sound since another study says that 85% of people prefer to watch videos without sound. This would entail adding captions and subtitles so your viewers can still understand your content even without sound.

Branded hashtags may not be so effective

Using hashtags is a popular method used by social media marketers when launching campaigns or promoting content. This tactic can help people discover your brand, increase site traffic, and bring in new clients. Unfortunately a study done by Visual Objects suggests that using a branded hashtag may not be bringing the results you want to achieve for your campaigns. According to this report, 75% of people are unlikely to share a post with a branded hashtag. It also says that out of 10 survey respondents, only 1 engaged with a hashtag campaign within the last 3 months. The same report suggests that brands can get better results by asking users to share their reviews on third-party websites.

The pandemic is pushing more people to social media

The unprecedented covid-19 pandemic forced businesses in various industries to cope with the new normal and to somehow turn the situation to your advantage. One thing you can do is further intensify your social media campaigns. With limited opportunities to go out, more people are now lounging in social media channels more than ever. A recent Facebook report says that they have seen a significant increase in the number of people viewing their feeds and using their apps in countries most affected by the virus. For example, the views for their Facebook and Instagram live feeds have increased twice as much in Italy. From February to March, 2020, they also saw a 50% increase in the time spent for messaging. Simultaneously, time spent in group calls increased by 1,000%.


Preparing an effective sales and marketing strategy is far from easy. Yet it can be done with the support of a reliable and competent digital marketing agency, Birch River Design Group. Our team based in Scottsdale, Arizona is ready to share important business insights and sound marketing advice. Reach out to us today so we can schedule a no-obligation consultation.

Written by Carmela Obar
Mela has a degree in Secondary Education and is a licensed teacher but her passion for words and literature led her to pursue a career in writing. With extensive copywriting experience up her sleeve, she can easily tweak and adapt her writing style to match any genre or industry. Her stints include writing and editing a 100-page published guidebook.
Published on January 13, 2021
Filed Under: Social Media