2023 Social Media Advertising Statistics and Trends

Social media advertising has become an essential part of modern advertising, with marketers spending billions of dollars every year on social media ad campaigns. According to eMarketer, social media ad spending is projected to reach $145 billion worldwide by 2024. In the US alone, this spend is projected to reach $49.4 billion by 2024.

Check out some of these top statistics on social media usage and why you should integrate social media into your strategy:

Social Media Usage Statistics & Trends for 2023

Billions of users worldwide use a variety of social media platforms on a daily basis. While younger generations have high adoption rates, social media usage is widespread across all age groups.

  • There are 4.33 billion social media users worldwide as of 2021. (Source: Hootsuite)
  • The number of social media users worldwide is expected to reach 4.78 billion by 2024. (Source: Statista)
  • The average daily time spent on social media worldwide is 145 minutes. (Source: Hootsuite)
  • In 2024, 83% of all social media users are projected to be mobile users. (Source: Hootsuite)

According to Pew Research Center:

  • 91% of US adults aged 18-29 use social media.
  • 69% of US adults aged 30-49 use social media.
  • 50% of US adults aged 50-64 use social media.
  • 73% of US adults aged 65 and older do not use social media.
  • 79% of internet users in the US use Facebook.
  • 45% of internet users in the US use Instagram.
  • 29% of internet users in the US use Twitter.

How Consumers Use Social Media to Shop and Engage with Brands

Consumers are looking to engage and shop brands on social media, and this activity has become an integral part of the shopping experience. People use a variety of platforms to discover new brands, research products, and make purchasing decisions, and using social media is key for brands to connect with consumers across the entire purchase funnel.

  • 54% of social media users use social media to research products. (Source: GlobalWebIndex)
  • 42% of online shoppers follow brands on social media. (Source: Hootsuite)
  • 83% of Instagram users say they use the platform to discover new products or services. (Source: Facebook)
  • 57% of consumers say social media influences their shopping decisions. (Source: PwC)
  • 60% of consumers have discovered new products on Instagram. (Source: Facebook)
  • 74% of consumers say they use Facebook to follow brands and stay up-to-date with their products. (Source: Facebook)
  • 64% of Twitter users say they have made a purchase directly from a tweet. (Source: Twitter)
  • 63% of consumers say they have bought something from a social media ad. (Source: Hootsuite)
  • 70% of Pinterest users say the platform helps them find new products to buy. (Source: Hootsuite)
  • 54% of consumers say they have made a purchase after seeing a social media ad. (Source: Hootsuite)
  • 37% of consumers say they prefer to shop on social media platforms. (Source: GlobalWebIndex)
  • 44% of US consumers have made a purchase after seeing a product or service on Instagram. (Source: Hootsuite)
  • 71% of consumers say they are more likely to make a purchase based on a social media referral. (Source: Adweek)
  • 45% of consumers say they use Instagram to research products before making a purchase. (Source: Facebook)
  • 81% of consumers say they trust advice and recommendations from friends and family on social media. (Source: Hootsuite)
  • 70% of consumers say they have purchased a product or service after seeing an influencer use it on social media. (Source: Hootsuite)
  • 46% of consumers say they have visited a brand’s website after seeing a social media ad. (Source: Hootsuite)

Facebook Statistics & Trends for 2023

Facebook is one of the largest and most widely used social media platforms in the world, with over 2.9 billion monthly active users as of January 2023. Here are some key statistics on this popular platform:

  • As of December 2022, users aged 25 to 34 years made up Facebook’s largest audience in the United States, accounting for 23.7 percent of the social network’s user base, with 11.9 percent of those users being women. Source: Statista)
  • On average, Facebook users spend around 19.5 hours per month on the platform. (Source: Social Media Today)
  • The daily usage of Facebook averages at 58 minutes per user. (Source: Digital Information World)
  • Facebook Messenger is the most popular messaging app in the United States, with 62.5 million users. (Source: Statista)
  • The average Facebook user clicks on 11 ads per month. (Source: Social Media Today)
  • 94% of Facebook’s advertising revenue comes from mobile ads. (Source: Business Insider)
  • Over 200 million businesses have a presence on Facebook. (Source: Facebook)
  • Facebook has more than 10 million active advertisers. (Source: Hootsuite)

Instagram Statistics & Trends for 2023

Instagram is a popular social media platform that allows users to share photos and videos with their followers. Check out these facts and stats on Instagram:

  • Instagram has over 1.3 billion monthly active users as of January 2023. (Source: Instagram)
  • Instagram is the sixth most popular social media platform in the world. (Source: Statista)
  • 63% of Instagram users log in at least once a day. (Source: Hootsuite)
  • Instagram’s user base is still growing, with an increase of 5.3% in active users from the previous year. (Source: Hootsuite)
  • Instagram is particularly popular among younger users, with 71% of users under the age of 35. (Source: Hootsuite)
  • The platform has a strong global presence, with 90.4% of Instagram users located outside of the United States. (Source: Hootsuite)
  • Instagram Stories is a popular feature, with over 500 million daily active users. (Source: Instagram)
  • Instagram Reels, a short-form video feature, has seen significant growth since its launch in 2020. (Source: Social Media Today)
  • Instagram influencers continue to be a valuable marketing tool, with 72% of businesses
  • Instagram’s parent company, Facebook, has made significant investments in e-commerce features for the platform, including Instagram Shopping and Checkout. (Source: CNBC)
  • In a survey conducted by Hootsuite, 67% of respondents reported that Instagram was the most important social media platform for their business. (Source: Hootsuite)
  • Instagram’s focus on visual content has made it a popular platform for creative industries, including fashion, beauty, and photography. (Source: The Verge)
  • Instagram continues to test new features and updates, such as a “Favorites” feature that allows users to group their closest friends and family for easier sharing. (Source: Social Media Today)

Pinterest Statistics & Trends for 2023

Pinterest is a social media platform that allows users to discover and save ideas through visual content. Overall, Pinterest’s strong user base and focus on visual content make it a unique platform for both individuals and businesses.

  • Pinterest has over 450 million monthly active users as of February 2023. (Source: Statista)
  • Pinterest is the 15th most popular social media platform in the world. (Source: Statista)
  • The majority of Pinterest users are female, with 78% of users identifying as women. (Source: Hootsuite)
  • Pinterest is particularly popular among users aged 18-49, with 58% of users falling into this age group. (Source: Hootsuite)
  • Pinterest is a popular platform for e-commerce and shopping, with 89% of Pinterest users reporting that they use the platform for purchase inspiration. (Source: Hootsuite)
  • The platform’s focus on visual content has made it a popular destination for creative industries, including home decor, fashion, and food. (Source: Hootsuite)
  • Pinterest’s algorithm prioritizes content that generates high levels of engagement, such as saves and clicks. (Source: Pinterest)
  • In a survey conducted by Hootsuite, 45% of respondents reported that Pinterest was the most important social media platform for their business. (Source: Hootsuite)
  • Pinterest has made significant investments in e-commerce features, including a “Shop” tab that allows users to buy products directly on the platform. (Source: Pinterest)
  • Pinterest has launched several new features in recent years, including Story Pins and Idea Pins, which allow users to share longer-form content on the platform. (Source: Social Media Today)

Twitter Statistics & Trends for 2023

Twitter is a popular social media platform that allows users to share short messages known as tweets. People post Tweets, which may contain photos, videos, links, and text. Twitter has over 206 million daily active users as of September 2021. (Source: Twitter)

  • Twitter has over 450 million monthly active users as of 2023. (Source: Statista)
  • Twitter is the ninth most popular social media platform in the world. (Source: Statista)
  • The majority of Twitter users are aged 25-34, with 42% of users falling into this age group. (Source: Hootsuite)
  • Twitter is particularly popular among users with higher education and income levels. (Source: Pew Research Center)
  • The platform’s focus on real-time conversations has made it a popular destination for live events, such as sports and award shows. (Source: Hootsuite)
  • Twitter is a popular platform for customer service, with 80% of businesses reporting that they use the platform for this purpose. (Source: Hootsuite)

8 Benefits of Using Social Media Advertising

Social platforms are an ideal way to connect with your current customer base and engage with new prospects.  Consumers expect their favorite brands to be there – and they are even willing to shop and purchase directly from a brand’s social media site.  Still not convinced?  Check out some of these additional reasons on how social media can power your marketing:

  1. Reach a larger audience: Social media platforms have billions of active users, giving businesses the opportunity to reach a wider audience than they could through traditional marketing channels.
  2. Increase brand awareness: Social media allows businesses to increase their brand visibility and awareness by consistently sharing relevant and engaging content that resonates with their target audience.
  3. Cost-effective: Compared to traditional marketing channels, social media marketing is generally more cost-effective, making it an ideal option for businesses with limited budgets.
  4. Build relationships with customers: Social media provides a platform for businesses to engage with their customers on a more personal level, allowing them to build relationships and establish trust.
  5. Improve customer service: Social media allows businesses to respond quickly and publicly to customer inquiries and feedback, improving overall customer satisfaction and loyalty.
  6. Drive website traffic: By sharing links to their website on social media, businesses can drive more traffic to their site and increase their chances of converting visitors into customers.
  7. Analyze data and adjust strategies: Social media platforms provide businesses with data and analytics to help them measure the effectiveness of their marketing efforts and adjust their strategies accordingly.
  8. Keep up with competitors: With so many businesses using social media for marketing, it is essential to have a presence on these platforms in order to remain competitive.

Social Media Advertising Solutions

Contact us to learn how our agency team can power your social media strategies with high-performing audiences who are looking for brands just like yours.

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