Because social media is both powerful and potentially dangerous, it only makes sense for you to want to track every mention of your brand online. Social media monitoring lets you in on what other people are saying about your business, from reviews to product questions and even service repair complaints that your customers are posting online.
In this article, we are going to look at some of the latest reports and social media monitoring statistics that are currently shaping the marketing landscape as we know it today. We will also touch on the best practices for social media monitoring and some of the best social media monitoring software that can help you with it.
Social Media Monitoring Statistics Table of Contents
Social Media Market Growth Statistics
The role of social media in the marketing landscape has significantly evolved over the past decade. With more than 4.5 billion active social media users worldwide, social media platforms provide businesses with more opportunities to reach a wider target audience and interact with their existing pool of customers in a way that was never before possible. As such, developing a social media plan has become an essential part of any brand’s marketing strategies.
Although television, print, and radio advertising are still relevant, the rise of social media has changed the marketing game of many businesses. Through skilled utilization of social channels, even small businesses with fewer resources for marketing can establish a unique identity for their brands and potentially become leaders in their respective industries.
Due to the rising penetration of mobile, tablet, and other electronic devices, social media platforms have created a marketing goldmine. In turn, social media has enabled businesses to provide sponsored adverts to their target audience. To best understand the growth of social media, below is a compilation of the most recent social media market growth statistics.
- From $159.68 billion in 2021, the global social media market size is expected to reach $223.11 billion in 2022 at a CAGR of 39.7%. (Business Research Company, 2022)
- By 2026, the market is expected to reach $833.50 billion at a CAGR of 39%. (Business Research Company, 2022)
- In the US, the market size of social networking sites has grown at an average of over 20% per year between 2017 and 2022. (IBISWorld, 2021)
- In 2022 alone, the market size of social networking sites grew by 15.6%, reaching almost $72.2 billion. (IBISWorld, 2021)
- On the other hand, the social media analytics market reached $3.2 billion in 2021. (Markets and Markets, 2021)
- By 2026, it is forecast to grow further to $9.3 billion. (Markets and Markets, 2021)
Demographics of Social Media Users Statistics
Social media monitoring goes beyond just gathering feedback for your products and services. Aside from finding out how your target audience perceives your brand, social media monitoring also generates valuable insights regarding the user demographics of your audience. This ensures that your social media marketing campaigns are reaching the right people who might be interested to purchase products or avail services from your brand.
In social media monitoring, demographic data is key to understanding which pool of audience and networks deserve your attention. Knowing the demographics of your potential buyers can also help you fine-tune your marketing strategy. In this way, you can come up with a data-driven social media marketing plan, which can give you better opportunities to increase your engagement rates.
To give you a glimpse of the most active users on social media, we compiled below the most recent social media demographics for 2022 and beyond. By knowing the number of social media users today based on different categories, you can start identifying the audience that you most want to appeal to. Depending on the type of business you have and the products you offer, you can target a specific group of audience based on their age, location, job title, education, income level, or behavior.
- Every month, there are over 2.91 billion active users on Facebook. (Meta Platforms, 2022)
- Social media users aged 25 to 35 years old are the largest age group using Facebook. (We Are Social, 2022)
- The average time spent per day by Facebook users is 33 minutes. (Sprout Social, 2022)
- 48.4% of Instagram users are females. (Sprout Social, 2022)
- 51.8% of Instagram users are males. (Sprout Social, 2022)
- Nearly 40% of Gen Z indicate that they are personally influenced by the brands that they see on TikTok. (Sprout Social, 2022)
- By age group demographic, TikTok’s largest and most active users are aged between 10 to 19 years old. (Sprout Social, 2022)
- The average time spent per day by TikTok users is 89 minutes. (Sprout Social, 2022)
- The number of active daily users on Twitter is 211 million, up from 187 million in the previous year. (Sprout Social, 2022)
- 22% of LinkedIn users access the platform daily, while 63% use the service weekly. (Sprout Social, 2022)
- 70% of Pinterest users say that they trust the platform when it comes to researching products from the brands that they like. (Sprout Social, 2022)
- 44% of people use Instagram’s shop tag to browse through products and purchase from brands. (Sprout Social, 2022)
Source: Sprout Social (2021)
Most Popular Social Media Software
- HubSpot Marketing is a marketing platform that lets you scale your social media marketing efforts.
- Semrush comes with advanced social media monitoring tools that help you engage with your audience, bring attention to your brand, and increase conversion rates.
- Mayple is a web-based marketing platform that helps you monitor and manage your campaigns across various social media platforms.
- Lucidya is an AI-powered social media monitoring tool that lets you transform all customer discussions and brand mentions into actionable reports and insights.
- Influenex is an influencer marketing platform that enables businesses to search, manage, analyze, and contact influencers on various social media platforms. The solution lets you sift through thousands of influencers to help you find the best person that can collaborate with you on your social marketing campaigns.
General Social Media Usage Statistics
Social media platforms are powerful tools for building brand awareness, generating leads, and interacting directly with online consumers. For most brands, social media serves as an important and influential virtual space where they can digitally advertise their business and the products and services that they offer. Due to the huge number of active social media users, leveraging social media marketing helps businesses reach a wider audience within seconds of posting promotional materials on various social media platforms.
However, social media marketing does not end in delivering digital ads to your consumers via social networking sites. Leveraging social media monitoring tools as part of your digital marketing strategy can also help you identify and determine what is being said about your business, as well as the attitude of online users when it comes to your brand. Even better, social media monitoring lets you track positive and negative mentions of your brand, allowing you to improve your business strategies and correct errors in your campaigns.
Furthermore, knowing how online users spend their time on social media can help you refine your digital marketing strategies and see which social media marketing campaigns are likely to perform the best and the worst. Here are some relevant social media usage statistics that can give you a better idea of the activities of social media users and how you can capture their attention.
- About 58.4% of all the people in the world are active social media users. (Smart Insights, 2022)
- Today, there are almost 4.62 billion active users of social media. (Smart Insights, 2022)
- On average, people spend 2 hours and 27 minutes of their time on social media platforms. (Smart Insights, 2022)
- 43% of the world’s population spent more time on social media during the COVID-19 crisis. (Smart Insights, 2022)
- 93.4% of all Internet users have social media accounts. (Smart Insights, 2022)
- 84% of social media users in the US are aged 18 to 29 years old. (Smart Insights, 2022)
- Almost 91% of all social media users use their mobile devices to access different social media platforms. (Oberlo, 2021)
Source: Smart Insights (2022)
Business Usage of Social Media Monitoring Statistics
Social media is constantly evolving, and to keep up with the times, it is important for you to monitor the social activities of your customers in relation to your brand. This includes pinpointing the social platforms customers use more and which generate the highest engagement rates, as well as tracking the hashtags, keywords, and mentions of your brand. Paying attention to key metrics such as social sentiment, social ROI, and social share of voice can also help you stay informed about your audience and the current social media trends in the industry.
Following social media conversations and tracking social media engagement are effective ways to capitalize on your growing networks. By getting to know who your customers are and what they are saying about your organization, you can easily take part in empowering interactions and conversations in social media. This significantly increases your chances to win over a customer and give them unique opportunities to engage with your brand.
Below, you’ll find some interesting stats that prove just how important social media monitoring is for businesses of every shape and size.
- 51% of brands use social media monitoring as part of their marketing efforts. (Emplifi, 2021)
- 63% of marketing teams believe that monitoring social media metrics will become more important in the upcoming years. (EveryoneSocial, 2021)
- 79% of online shopper expect brands to respond to their queries on social media within a day. (EveryoneSocial, 2021)
- The average brand response rate is lower than 25% for businesses across all industries. (EveryoneSocial, 2021)
- A majority of businesses believe that it is 7x harder to find new customers than retain existing ones. (EveryoneSocial, 2021)
- 71% of businesses believe that social media monitoring provides with them valuable consumer insights that they can share with other departments. (EveryoneSocial, 2021)
Impact of Social Media Monitoring on Marketing Statistics
Social media provides a convenient way for people to interact and engage with the brands that they follow, as well as with other consumers who share the same interest as they do. So whether your business is active on social media or not, chances are, some of your customers are discussing and sharing their experience with your brand via different social media platforms.
Today, many online consumers turn to social media to discuss their favorite brands and the products they tried. This is also where they often relay their suggestions and feedback and make complaints when they encounter a bad experience with a certain brand. As a business owner or a marketing manager, it is your responsibility to answer customer queries and positively engage with social media posts that you are tagged in.
An effective social media monitoring strategy can be a game changer for your business. First, it gives you a complete picture of everything that’s relevant to your brand on various social media platforms. More importantly, social media monitoring provides you with deeper insights on the online discussions taking place about your brand on social networking sites.
- 54% of Internet users turn to social media to research products. (Oberlo, 2021)
- 49% of online shoppers depend on influencer recommendations on social media. (Oberlo, 2021)
- 80% of all tweets about customer service are negative. (EveryoneSocial, 2021)
- Businesses can increase customer advocacy by 25% when they respond to complaints about their brand on social media. (EveryoneSocial, 2021)
- Almost 96% of all unhappy customers do not let brands know but are likely to tell their friends about it on social media. (EveryoneSocial, 2021)
- Through social media monitoring, brands can increase their activity rate by about 25%. (EveryoneSocial, 2021)
- 49% of online consumers unfollow brands on social media due to poor quality of products or customer support. (Fast Company, 2020)
- Other reasons online shoppers unfollow brands are irrelevant content (45%) and too many ads (45%). (Fast Company, 2020)
Source: Fast Company (2020)
Latest Trends in Social Media Monitoring
Social media monitoring is advancing, leveraging new technologies and methodologies to track brand sentiment and engagement. Here are some of the key trends:
- AI and Machine Learning: Integrating AI and machine learning helps brands track massive data, predict trends, and analyze sentiment effectively. These tools can identify key patterns and customer behaviors that were once hard to uncover.
- Social Listening for Insights: Social listening now goes beyond tracking mentions. Brands use it to gauge sentiment, identify emerging trends, and adjust strategies based on real-time insights, allowing for better engagement and responsiveness.
- Real-Time Monitoring: The need for instant responses has made real-time monitoring essential. With tools that allow for immediate action, businesses can address customer feedback, complaints, or trending topics as they happen.
- Competitor and Influencer Tracking: Brands are increasingly monitoring competitors and influencers. By doing so, they gain insights into market strategies and opportunities for collaboration or differentiation.
- Multichannel Monitoring: Monitoring platforms are expanding beyond major social networks, now covering niche channels like TikTok and Reddit. This helps brands engage with audiences across a broader digital landscape.
Social Media Monitoring: Key to Effective Social Media Marketing
Social media monitoring may sound simple, but the truth is, it is no easy feat. Luckily for you, there are now plenty of social media monitoring platforms available in the market today.
But there you have it: a compelling and carefully selected compilation of the latest social media monitoring statistics worldwide. The reports and data do not lie—businesses with a solid social media monitoring plan have better chances of outperforming competitors and reaching out to a wider target market. As social media becomes more integrated into the daily lives of online consumers, keeping track of what others are saying about your brand can help you become more relevant, engaging, and appealing to your customers.
Social media monitoring takes a lot of work, but with the right strategies and tools to help you out, you’re on your way to improving your relationship with your customers and increasing brand awareness. To gain more knowledge about the latest social media statistics, you may also want to check out our latest compilation of key trends and reports.
Key Insights
- Significant Market Growth: The global social media market size is expected to grow from $159.68 billion in 2021 to $223.11 billion in 2022, with a projected value of $833.50 billion by 2026.
- High User Engagement: Social media platforms like Facebook, Instagram, TikTok, and Twitter boast billions of active users who spend considerable time on these platforms daily.
- Demographic Insights: Social media demographics reveal that platforms like TikTok are highly popular among younger users (10-19 years), while Facebook and Instagram have a more balanced age distribution.
- Business Integration: Over half of brands utilize social media monitoring as part of their marketing efforts, with a focus on understanding consumer sentiment and improving customer engagement.
- Influence on Marketing: Social media monitoring significantly impacts marketing strategies, helping businesses track brand mentions, respond to customer queries, and gather valuable consumer insights.
- Consumer Behavior: A large portion of internet users turn to social media for product research, and influencer recommendations play a crucial role in shaping purchasing decisions.
- Customer Expectations: Consumers expect timely responses from brands on social media, with a majority anticipating a response within a day.
- Challenges and Opportunities: While social media provides vast opportunities for engagement, brands face challenges such as negative customer service experiences and the need to maintain high-quality content to retain followers.
FAQ
- What is social media monitoring?
Social media monitoring involves tracking online mentions of your brand across various social media platforms. It helps businesses understand public sentiment, respond to customer feedback, and improve their marketing strategies. - Why is social media monitoring important for businesses?
Social media monitoring is crucial because it provides insights into consumer behavior, helps track the effectiveness of marketing campaigns, and allows businesses to respond to customer feedback promptly. It also aids in identifying trends and improving overall customer satisfaction. - How has the social media market grown in recent years?
The social media market has seen significant growth, with the global market size expected to increase from $159.68 billion in 2021 to $223.11 billion in 2022. By 2026, it is projected to reach $833.50 billion, driven by increased mobile and internet penetration. - What are the key demographics of social media users?
Social media platforms have diverse user demographics. For instance, Facebook’s largest age group is 25-35 years old, while TikTok is most popular among users aged 10-19 years. Instagram has a nearly equal distribution of male and female users. - How do businesses use social media monitoring in their marketing strategies?
Businesses use social media monitoring to track brand mentions, understand customer sentiment, measure campaign effectiveness, and gather insights for improving products and services. It also helps in engaging with customers and addressing their concerns in real-time. - What impact does social media monitoring have on marketing?
Social media monitoring allows businesses to gain a complete picture of their brand’s online presence, identify areas for improvement, and enhance customer engagement. It helps in refining marketing strategies and increasing customer advocacy by responding to feedback and complaints. - What are the main challenges in social media monitoring?
The main challenges include managing the vast amount of data generated, identifying relevant mentions, and responding promptly to customer feedback. Ensuring the accuracy of sentiment analysis and maintaining a consistent brand voice across platforms are also significant challenges. - How do consumers interact with brands on social media?
Consumers interact with brands on social media by following their pages, engaging with their content, and leaving feedback or queries. They also rely on social media for product research and are influenced by recommendations from influencers and other users. - What tools are available for social media monitoring?
There are several tools available for social media monitoring, including HubSpot Marketing, Semrush, Mayple, Lucidya, and Influenex. These tools help businesses track brand mentions, analyze customer sentiment, and gather actionable insights. - What are the benefits of using social media monitoring tools?
Social media monitoring tools help businesses stay informed about brand mentions, track the effectiveness of marketing campaigns, respond to customer feedback promptly, and gather valuable consumer insights. They also assist in identifying trends and improving overall customer engagement.
References:
- Business Research Company. (2022). Social Media Market Analysis, Size And Trends Global Forecast To 2022–2030. Business Research Company.
- Chaffey, D. (2022, April 1). Global social media statistics research summary 2022. Smart Insights.
- Emplifi. (2021). Report: Social Media Listening – An Essential Marketing Tool in 2021| Emplifi.
- EveryoneSocial. (2021, March 30). The 20 Social Listening Statistics Your Company Must Know. EveryoneSocial.
- Fast Company. (2020, June 24). Hey brands, this is why your customers are unfollowing you. Fast Company.
- GlobalWebIndex. (2021, December 29). 30 Crucial Social Media Marketing Statistics – TrueList 2022. GlobalWebIndex.
- IBISWorld. (2021). IBISWorld – Industry Market Research, Reports, and Statistics. IBISWorld.
- Markets and Markets. (2021). Social Media Analytics Market. Markets and Markets.
- Meta Platforms. (2022). Meta Earnings Presentation Q4 2021. Meta Platforms.
- Oberlo. (2022, March 30). 10 Social Media Statistics You Need to Know in 2021 [Infographic]. Oberlo.
- Sprout Social. (2022, March 2). Social media demographics to inform your brand’s strategy in 2022. Sprout Social.
- We Are Social. (2022). Digital 2021 Global Overview Report. We Are Social.
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