social media statistics

We’ve all been through a collective evolution this past year.  COVID-19 has been changing the way the world operates. Many organizations have transitioned to remote work to help prevent the spread of germs. As procedures change, social media has become even more critical for connectivity and converting people to customers. We’ve been reading new and old reports for inspiration to guide our work and yours. Here are a few new social media stats to pay attention to as we take on the fourth quarter. 

63% of consumers have increased or maintained their online spending.

While overall consumer spending is down, spending online is up. We take the fact that people are purchasing online more than before the pandemic as an opportunity. The Jungle Scout’s 2020 Consumer Trends Report shares other related and helpful data. For example, 69% of people surveyed say they will maintain or increase their online spending even after physical stores reopen.  

The lesson: If you are selling online, how can you make it easier for customers? If you aren’t, what steps do you need to take to get there?

79% of brands consider Instagram their most important influencer marketing channel

Influencers are proliferating on most of the social media platforms that we use. Each day, it seems there are more than the last. Instagram is currently the most popular platform to find these content creators. Businesses are taking note:  89% of marketers stated that Instagram was vital for their influencer marketing strategy, and 79% of brands turn to Instagram for influencer campaigns. Social networks helps businesses reach new customers, but influencers help create content for businesses to use. 

The lesson: Developing and executing a successful social media strategy must include influencer marketing. 

57% of surveyed consumers across generational groups say social media influences their shopping decisions

According to the Marketing Dive, Millennials and Generation Z are seen as an audience of high value for marketers. The goal is to catch these groups young and early so that brands can cultivate loyal customers in the long run. More than half of surveyed consumers across generational groups claim that social media indeed influences their shopping decisions, according to “A Marketer’s Guide to Reaching the Generations.”

The lesson: Make sure you know what to do with customers AFTER they engage with you on social media . Read our article on creating engaging calls to action.

An average person scrolls through about 300 feet of content in a single day

That’s as tall as the Statue of Liberty, and it creates a lot of competition for attention. Your social strategy should encourage people to stop, think, and engage.  The Forbes Agency Council recommends a few different ways to differentiate you from your competitors. That includes experimenting and taking risks. Make sure you’re answering frequently asked questions through this content. Always provide value, so they come back for more.

The lesson: Investing in content creation–including photos, videos, and graphics–is crucial to success. Learn more about creating and leveraging your owned media.

Research shows that 59% of people would try a new company to receive better customer service. 

That means customer service should be part of your marketing strategy. With so much of these interactions occurring in a digital environment, the user experience must be evaluated from all angles. Your marketing department should know your staff well. To support the stat above, nearly 70% of people would spend more money with a company whose customer service was exceptional. Consumers tend to be more loyal to the genuine brands, recognize their needs, and go the extra mile to fulfill them. Elevate and highlight these messages in your social content. 

The lesson: Make sure you’re infusing an audience-driven perspective on your social media channels. Have your customer service team and sales team share their feedback from the field.

social media statistics

Get more tips for increasing engagement on social media.