9 social media statistics every CMO needs to know

9 social media statistics every CMO needs to know

We speak to a lot of marketing teams and business leaders who often say they are struggling to get buy in from their board when it comes to social media investment, largely because they assume it’s only relevant for big consumer brands or that their target market doesn’t use social media. How wrong they are, we hear you say.

So, whether you are struggling to get budget signed off for content creation, asset production, strategy development or social ad spend, we’ve put together these 9 social media statistics to help you convince your board that the investment will be worth every penny.

  1. On average, we have 7.6 social media accounts (GlobalWebIndex)

No longer can your board claim their target market is not active on social media. Even if they might not use it in a work capacity, pretty much every other person on the planet has some form of social media presence, which means that whatever your business, B2B or B2C, there is a market awaiting you on one or more social media channels. It’s up to you to know your audience and tailor your content on the right channel in order to reach them.

2. Facebook has over 2.32 billion active users (Statista)

For those of you who think Facebook is on the decline, think again. This social media statistic really underscores just how important it is for brands to hone their Facebook presence and take advantage of the potential market. Creating captivating content, engaging effectively with your target audience and interacting with others in the online community will all help make your Facebook platform a worthwhile one.

And don’t forget to stay on top of any updates made to Facebook’s algorithm, to ensure that your content is optimised to be seen by as many people as possible.

3. Ad spending is 23% higher on Instagram than Facebook (Merkle)

Okay, so Instagram may not be for everyone (although it pretty much is nowadays), but it is a growing powerhouse within the social media sphere, and this statistic proves it.

While it is very effective for big consumer brands, there is certainly scope for B2B brands and more niche businesses to start taking advantage of it. Used properly, it can be a really effective way of promoting your brand, which not only helps entice new customers or clients, but new recruits too.

4. 49% of consumers rely on influencer recommendations on social media (Digital Marketing Institute)

If one of the reasons your board is reluctant to spend on social media is because most of your new business comes from referrals or networks, then this stat only goes to show how the right social media investment can massively increase recommendations for your brand. Influencer marketing is booming right now, with influencers holding huge amounts of sway over what they recommend to their followers.

Because users see influencers as someone they trust to go to for advice, it presents an opening for your brand to piggyback on that user confidence. However, just be wary that new advertising guidelines were introduced for online influencers last year, so ensure that any of your influencer advertising adheres to these rules!

5. LinkedIn outperforms both Facebook and Twitter when it comes to generating visitor-to-lead conversions, by 277%! (HubSpot)

This one is particularly relevant for those in the B2B space. Despite its slower growth rate compared to other platforms, LinkedIn offers a real opportunity for businesses to turn visitors into leads. LinkedIn is the most important place for professionally relevant content and business-to-business connections.

Read our blog about LinkedIn, where we explain exactly why it can be so beneficial for brands.

6. 71% of consumers who have a positive brand experience on social media are likely to recommend to friends and family (Ambassador)

What was that about networking and referrals? Your customers expect to be able to engage with you on whatever social media channel they are active on. If you are not on there (or worse – you are but don’t respond or engage with them fast enough) they will look elsewhere.

Everyone understands the value of good customer service and this must extend to your social media channels. By interacting with customers and showing that you genuinely care, they will repay you in custom, loyalty and good reviews.

Some top tips for social media customer service – don’t ignore comments (even if it’s just responding with a simple ‘like’), respond to direct messages as quickly as possible and acknowledge it when somebody mentions you in a post.

7. 50% of users are more likely to purchase through a brand’s social media if they see user-generated content (Curalate)

No member of the board is going to turn down the opportunity to receive more word of mouth referrals. This social media statistic proves that word of mouth is just as powerful in the digital world as it is in the real one. Recommendations from users who have posted their own photos of a product or service carry a lot of weight since they come from real-life users, not paid adverts or influencers.

Authentic reviews and user images are like gold dust, so take pains to ensure that every user’s experience is an amazing one!

8. 21% of users would rather message a brand on social media than call customer service (SproutSocial)

This goes back to the importance of online customer service. Never has customer service played such a big role in digital media, as proved by this social media statistic. Users’ reluctance to pick up the phone and the ease of sending a quick message mean that brands need to be switched on when it comes to their messaging services.

Taking the time to reply to comments and direct messages will show users you really care, ultimately increasing their chances of making a purchase. But if you are not investing in the right social media platforms, you are not opening up all the possible lines of communication to your customers, while your competitors probably are.

9. 72% of users would rather learn about a product through video (HubSpot)

This is a big one and it can take some serious convincing but investing in video should absolutely be a priority for the coming year. That’s because video sees much higher engagement rates across all social channels compared to text or images. If you can capture your audience with the right message in video format, the chances of them buying from you are much higher. Video has a unique power to really show off a brand’s personality in a way that a still image just can’t.

It’s therefore vital that you know how to create engaging, effective video content. You don’t have to spend thousands on expensive equipment and technical know-how, either – read our blog where we explain how you can use a smartphone to create great video content.

With the right investment, on the right social media channel (there is no point being where your customers are not), businesses can increase their brand recognition, grow their customer base, and engage with their existing customers. And by not investing now, you only stand to lose out to your competition.

If your board is still struggling to get on board with social media, give us a call – we’d love to come in and talk about your challenges. Read about our social media services and get in touch with us today.

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