The 2010s’ have seen a media conquering the world to the point that it changed the way we — humanity — interact with each other and live our lives.
I’m of course talking about social media.
- We don’t spend hours on the phone anymore. We chat on Messenger and WhatsApp instead.
- We don’t write salty letters to brands anymore. We start public rants on Twitter instead.
- We don’t create private photo albums anymore. We share them on Instagram instead.
- We don’t let TV dictate the program anymore. We decide what to watch on Netflix and YouTube.
On the one hand, social media has given us — individuals — a voice, and a lot more power than before. On the other hand, businesses have lost an edge and are not the only ones steering the wheel anymore. To build their brand, they need to understand and master the social media platforms praised by their target audience.
For marketers, one way to do this is to follow tutorials — here’s one to increase engagement with your brand on social media. But we also find it useful to look at plain data to better understand social media and iterate our strategy.
Now, finding relevant data to adjust your social media strategy can be a hassle. From experience, most of the data you’ll find on the internet is either outdated, not representative of the overall usage or, worse, not sourced…
On this page, you will only find relevant, sourced and updated data on Instagram, Facebook, Twitter, YouTube, LinkedIn, TikTok and Pinterest.
Instagram Statistics to know for 2020
Usage of Instagram
- Instagram has 1 billion monthly active users (Instagram — December 2019) — Instagram is the 6th most active social media platform in the world, behind Facebook (#1), YouTube (#2), WhatsApp (#3), Messenger (#4) and WeChat (#5).
- 500 million Instagrammers use Instagram Stories every day (Instagram, — December 2019)
- The average time spent on Instagram (desktop) is 6 minutes and 11 seconds per session (SimilarWeb, December 2019)
- 51% of Instagram users are women, 49% are men (Statista, October 2019) — thus making Instagram a perfect platform to reach out to a representative audience.
Shopping and discovering products on Instagram
- 11% of U.S. Instagram users shop on Instagram(Cowen and Company, Shoptalk 2019: Key Takeaways for Ecommerce, Visual Search, and Fulfillment — March 2019)
- 60% of Instagram users discover new products on the platform (Instagram, — December 2019)
- 73% of teenagers say that Instagram is the best network for brands to communicate about new products(eMarketer — April 2019)
Reaching out to sales professionals
- 39% of sales professionals say they’re most active on Instagram for business purposes (Linkedin, 2019)
Instagram for businesses
- 90% of users follow a business on Instagram (Instagram, — December 2019)
- 200M+ Instagram users visit businesses’ profiles each day (Instagram, — December 2019)
- On average, brands pay from $43 to $3,138 for a influencer marketing campaign (eMarketer — May 2019)
- 7 out of 10 hashtags on Instagram are branded (Omnicore, 2019)
Engagement rates on Instagram
Facebook Statistics to Know for 2020
Usage of Facebook
- Facebook has 2.45 billion monthly active users (Statista, November 2019) — To this day, Facebook is the most used social platform in the world, making it an ideal location for brands to reach out to their target audience.
- 500 million people use Facebook Stories daily (Search Engine Journal, April 2019).
- 74% of Facebook users log in daily (Pew Research Center, February 2019) — Something to keep in mind when scheduling posts in advance.
- The average Facebook user spends 38 minutes on the platform, daily (eMarketer, April 2019).
- Facebook is the 8th most downloaded app on the App Store (SocialMediaToday, December 2019) — Facebook Messenger is on the 5th position
- The average time spent on Facebook (desktop) is 11 minutes and 14 seconds per session (SimilarWeb, December 2019)
- 52% of U.S. adults get news from Facebook (Pew Research Center, July 2019) — This opens the door for PR opportunities, product launches and other types of key marketing campaigns you may run.
- 1.4 billion people use Facebook Groups (Facebook Data, April 2019).
Facebook for businesses
- 64% of sales professionals say they’re most active on Facebook for business purposes (Linkedin, 2019)
- 90M+ small businesses use Facebook (Facebook, January 2019).
- 94% of Facebook’s advertising revenue comes from mobile usage (Facebook, July 2019) — Mobile is a priority for Facebook. This means that you need to think and create your ads for mobile consumers, first.
Shopping and discovering products on Instagram
- 15% of U.S. Facebook users utilize the platform to find/shop for products (eMarketer, March 2019) — Right behind Pinterest, leading the way with a whopping 47%.
Engagement rates on Facebook
- The median engagement rate for a post is 3.42% (Statista, Q3 2019)
- The median engagement rate for a video post is 6.04% (Statista, Q3 2019)
Twitter Statistics to Know for 2020
Usage of Twitter
- Twitter has 321M monthly active users (Twitter, February 2019).
- The average time spent on Twitter (desktop) is 10 minutes and 11 seconds per session (SimilarWeb, December 2019).
- 22% of adults in the U.S. use Twitter (Pew Research Center, April 2019).
- 44% of U.S. 18- to 24-year-olds use Twitter (Pew Research Center, April 2019).
- 80% of U.S. tweets come from 10% of Twitter users (Pew Research Center, April 2019).
- 17% of Americans get their news from Twitter (Pew Research Center, July 2019)
Twitter for businesses
- 25% of Twitter’s most prolific users use scheduling software (Pew Research Center, April 2019).
- 43% of sales professionals say they’re most active on Twitter for business purposes (Linkedin, 2019)
Engagement rates on Twitter
- The median engagement rate for a tweet is 0.5% (Mention, 2018)
- Tweets with hashtags get 100% more engagement (Twitter, 2019) — To contrast this, our latest Twitter study shows that the more hashtags you use, the less engagement you’ll generate.
- Tweets with video get 10x the engagement (Twitter, 2019).
- 93% of video views on Twitter happen on mobile (Twitter, 2019).
YouTube Statistics to Know for 2020
Usage of YouTube
- YouTube has 2B+ monthly active users (YouTube, January 2020) — making it the 2nd most used social media platform, after Facebook.
- The average time spent on YouTube (desktop) is 22 minutes and 53 seconds per session (SimilarWeb, December 2019)
- The average mobile session lasts more than 40 minutes (YouTube, January 2020)
YouTube for businesses
- 41% of sales professionals say they’re most active on YouTube for business purposes (Linkedin, 2019)
YouTube for influencers
- “The number of channels earning six figures per year on YouTube grew more than 40% y/y” (YouTube, January 2020).
- “The number of channels earning five figures per year on YouTube grew more than 50% y/y“ (YouTube, January 2020).
- “The number of channels with more than one million subscribers grew by more than 65% y/y” (YouTube, January 2020).
- YouTube has paid over $2 billion to content creators who have chosen to monetize their videos (YouTube, January 2020).
YouTube on mobile
- Over 70% of the platform’s content consumption comes from mobile devices (YouTube, January 2020).
- 1 billion hours are watched each day on YouTube (YouTube, January 2020).
- On average, there are 1B mobile video views per day
LinkedIn Statistics to Know for 2020
Usage of LinkedIn
- LinkedIn has 310M+ monthly active users (We Are Social, October 2019)
- The average time spent on LinkedIn (desktop) is 7 minutes and 11 seconds per session (SimilarWeb, December 2019)
- 51% of US College Graduates use LinkedIn (Pew Research Center, February 2019)
Linkedin for businesses
- There are 30M+ companies registered on LinkedIn (Linkedin, December 2019)
- There are 20M+ open jobs on LinkedIn (Linkedin, December 2019)
- LinkedIn is the second-most popular social media platform among B2B marketers (Social Media Examiner, May 2019)
- 70% of sales professionals say they’re most active on LinkedIn for business purposes (Linkedin, 2019)
LinkedIn on Mobile
- 57 percent of LinkedIn’s traffic is mobile (Linkedin, December 2019)
TikTok Statistics to Know for 2020
Usage of TikTok
- TikTok has 800M+ monthly active users (AdAge, October 2019)
- Over 500 million of TikTok’s monthly active users are Chinese. (AdAge, October 2019)
- The average time spent on TikTok (desktop) is 1 minute and 44 seconds per session (SimilarWeb, December 2019)
- Roughly 50% of TikTok’s global audience is under the age of 34 with 26% between 18 and 24. (MarketingCharts, May 2019)
TikTok on Mobile
- 90% of TikTok users visit the app more than once per day. (GlobalWebIndex, January 2019)
- The average user spends 52 minutes per day on TikTok (BusinessOfApps, February 2019)
- Users open the app eight times per day on average in the US (Digiday, February 2019)
Engagement rates on TikTok
- The average engagement rate on Tiktok is 29% (Mediakix, 2019)
Pinterest Statistics to Know for 2020
Usage of Pinterest
- Pinterest has 300M+ monthly active users (Pinterest, December 2019)
- The average time spent on Pinterest (desktop) is 5 minutes and 4 seconds per session (SimilarWeb, December 2019)
- 70% of Pinterest users are women (We Are Social, July 2019)
Pinterest for Businesses
- 28 percent of marketers use Pinterest to market their brand/products (Statista, January 2019)
Shopping and discovering products on Pinterest
- 47% of U.S. Pinterest users use the platform to find/shop for products (eMarketer, March 2019)
- 82% of Pinterest’s most active users say they have bought products after discovering them on the platform (Pinterest, 2019).
Pinterest on Mobile
- 85% of MAUs are on Mobile (Pinterest, December 2019)
Contribute to this list!
If you want to contribute to making this list more exhaustive with your research(with significant data from 2019 or 2020 that you can source), please contact me at [email protected]. We will in turn link to your website.