SoMe Marketing Guide

Social media usage is one of the most popular online activities. As of 2022, the average daily social media usage of internet users worldwide amounted to 147 minutes per day. The Digital 2022 April Global Statshot Report found that there are 4.65 billion social media users on the planet. That’s 58.7% of the global population, many of whom are using social media as a primary source of information.

From news (and disinformation) to lifestyle tips, decision-making to product research, social media users can gather all the information they need, without ever leaving their platform of choice.

The top 10 social networks worldwide as of 2022, ranked by number of monthly active users (in millions):

1. Facebook 2.900
2. YouTube 2.200
3. WhatsApp 2.000
4. Instagram 2.000
5. TikTok 1.0000
6. Snapchat 538
7. Pinterest 444
8. Reddit 430
9. LinkedIn 250
10. Twitter 217

Social Media Platforms

Social media platforms are websites and applications that allow users to create and share content, as well as communicate with others. Not all platforms work for every business. Different platforms have unique features and target audience which often makes them more suitable for specific brands and industries. Find the platform or platforms your audience is using, and then customize your campaign to reach them. The 2022 Social Media Demographics Guide gives an audience characteristics of specific networks:

Facebook
A social networking site that allows users to connect with friends and family, share updates, photos, and videos, and join groups. 2022 Facebook demographics data:

• Active monthly users: Facebook has 2.93 billion active monthly users
• Active daily users: Facebook has 1.96 billion active daily users
• Age of internet users who use Facebook:
  • 86% of people ages 18–29 use Facebook
  • 77% of people ages 30–49 use Facebook
  • 51% of people ages 50–65 use Facebook
  • 34% of people that are 65+ years old use Facebook
• Income:
  • 85% of households with an annual income of less than $30,000 use Facebook
  • 88% of households with an annual income between $30k–$60k use Facebook
  • 81% of households with an annual income between $60k–$70k use Facebook
  • 88% of households with an annual income between $70k–$80k use Facebook
  • 86% of households with an annual income between $80k–$100k use Facebook
  • 86% of households with an annual income above $100,000 use Facebook
• Gender:
  • 54% of Facebook users are female
  • 46% of Facebook users are male
• Time: On average, Facebook users spend 30.1 minutes a day on the platform
• Devices:
  • 96% of users access Facebook via mobile devices
  • 25% of users access Facebook via laptop or desktop

YouTube
A video-sharing platform that allows users to upload, watch, and share videos on a variety of topics, including music, entertainment, and education. 2022 YouTube demographics data:

• Active monthly users: YouTube has 2.6 billion monthly active users
• Active daily users: YouTube has 122 billion daily active users
• Age:
  • 81% of people ages 15–25 use YouTube
  • 71% of people ages 26–35 use YouTube
  • 67% of people ages 36–45 use YouTube
  • 66% of people ages 46–55 use YouTube
  • 58% of people that are 56+ years old use YouTube
• Income:
  • 83% of households with an annual income of less than $30,000 use YouTube
  • 81% of households with an annual income between $30k–$60k use YouTube
  • 80% of households with an annual income between $60k–$70k use YouTube
  • 80% of YouTube users have an annual income between $70k–$80k use YouTube
  • 82% of households with annual income between $80k–$100k use YouTube
  • 89% of households with an annual income above $100,000 use YouTube
• Gender:
  • 46.1% of YouTube users are female
  • 53.9% of YouTube users are male
• Time: On average, YouTube users spend 45.6 minutes per day on the platform
• Devices: Over 70% of YouTube views are on mobile devices

Instagram
A photo and video-sharing app that allows users to edit and share images and videos, follow other users, and discover new content. 2022 Instagram demographics data:

• Active monthly users: Instagram has 1 billion monthly active users
• Active daily users: Instagram has 500 million active daily users
• Age:
  • 67% of people ages 18–29 use Instagram
  • 47% of people ages 30–49 use Instagram
  • 23% of people ages 50–64 use Instagram
  • 8% of people that are 65+ years old use Instagram
• Income:
  • 44% of households with an annual income of less than $30,000 use Instagram
  • 45% of households with an annual income between $30k–$60k use Instagram
  • 36% of households with an annual income between $60k–$70k use Instagram
  • 55% of households with an annual income between $70k–$80k use Instagram
  • 46% of households with an annual income between $80k–$100k use Instagram
  • 60% of households with an annual income above $100,000 use Instagram
• Gender:
  • 51% of Instagram users are female
  • 49% of Instagram users are male
• Time: On average, Instagram users spend 30.1 minutes per day on the platform
• Businesses and shopping: An estimated 71% of U.S. businesses have Instagram accounts

LinkedIn
A professional networking site that allows users to connect with colleagues and industry professionals, search for jobs, and share updates related to their careers. 2022 LinkedIn demographics data:

• Active monthly users: LinkedIn has 89.7 million monthly active users
• Active daily users: LinkedIn has 29.97 million daily active users
• Age:
  • 21% of people ages 18–24 use LinkedIn
  • 60% of people ages 25–34 use LinkedIn
  • 17% of people ages 35–54 use LinkedIn
  • 3% of people that are 55+ years old use LinkedIn
• Income:
  • 27% of households with an annual income of less than $30,000 use LinkedIn
  • 3.8% of households with an annual income between $30k–$60,000 use LinkedIn
  • 40% of households with an annual income between $60k–$70k use LinkedIn
  • 49% of households with an annual income between $70k–$80k use LinkedIn
  • 50% of households with an annual income between $80k–$100k use LinkedIn
  • 60% of households with an annual income above $100,000 use LinkedIn
• Gender:
  • 43% of LinkedIn users are female
  • 57% of LinkedIn users are male
• Time: On average, LinkedIn users spend 7.5 minutes per day on the platform
• Devices: 57% of LinkedIn traffic is through mobile devices

TikTok
A video-sharing app that allows users to create and share short-form videos, often set to music, and discover trending content. 2022 TikTok demographics data:

• Active monthly users: TikTok has 1 billion monthly active users
• Active daily users: TikTok has 50 million daily active users
• Age:
  • 27.37% of TikTok’s users are aged 13–17
  • 39.91% of TikTok’s users are aged 18–24
  • 25.11% of TikTok’s users are aged 25–34
  • 5.97% of TikTok’s users are aged 35–44
  • 1.67% of TikTok’s users are aged 45–54
  • 0.32% of TikTok’s users are aged 55–64
• Income:
  • 15.4% of U.S. TikTok users have an annual household income of <$25,000
  • 11.2% of U.S. TikTok users have an annual household income between $25k–$40k
  • 12.4% of U.S. TikTok users have an annual household income between $40k–$60k
  • 7.2% of U.S. TikTok users have an annual household income between $60k–$75k
  • 13.6% of U.S. TikTok users have an annual household income between $75k–$100k
  • 40.2% of U.S. TikTok users have an annual household income of $100k+
• Gender:
  • 57% of TikTok users are female
  • 43% of TikTok users are male
• Time: On average, TikTok users spend 95 minutes per day on the platform and open it 8 times per day
• Business and Shopping:
  • TikTok users are 1.5x more likely to immediately purchase something they discovered on the platform compared to other social media platform users
  • TikTok users are 1.5x more likely to convince a friend or family member to buy a product they’ve seen on the app
  • TikTok users are 2.4x more likely to create a post and tag a brand after buying a product

Snapchat
A photo and video messaging app that allows users to share content with friends that disappears after a set period of time. 2022 Snapchat demographics data:

• Active monthly users: Snapchat has 557 million monthly active users
• Active daily users: Snapchat has 332 million daily active users
• Age:
  • 53% of people ages 15–25 use Snapchat
  • 34% of people ages 26–35 use Snapchat
  • 18% of people ages 36–45 use Snapchat
  • 11% of people ages 46–55 use Snapchat
  • 4% of people that are 56+ years old use Snapchat
• Income:
  • 32% of households with an annual income of less than $30,000 use Snapchat
  • 33% of households with an annual income between $30k–$60k use Snapchat
  • 31% of households with an annual income between $60k–$70k use Snapchat
  • 42 of households with an annual income between $70k–$80k use Snapchat
  • 39% of households with an annual income between $80k–$100k use Snapchat
  • 39% of households with an annual income above $100,000 use Snapchat
• Gender:
  • 54.4% of Snapchat users are female
  • 44.6% of Snapchat users are male
• Time: On average, Snapchat users spend 30.4 minutes per day on the platform
• Devices:
  • Snapchat is mobile only
  • The Snapchat application is in 2nd place for overall mobile usage

Twitter
A micro-blogging site that allows users to share short messages called tweets, follow other users, and stay up-to-date with current events. 2022 Twitter demographics data:

• Active monthly users: Twitter has 436 million monthly active users
• Active daily users: Twitter has 238 million monetizable daily active users
• Age:
  • 38% of people ages 18–29 use Twitter
  • 26% of people ages 30–49 use Twitter
  • 17% of people ages 50–64 use Twitter
  • 7% of people that are 65+ years old use Twitter
• Income:
  • 23% of households with an annual income of less than $30,000 use Twitter
  • 36% of households with an annual income between $30k–$74,999 use Twitter
  • 41% of households with an annual income above $75,000 use Twitter
• Gender: Like Pinterest, Twitter is highly gendered, although this channel skews the other direction.
  • 27.3% of Twitter users are female
  • 72.7% of Twitter users are male
• Time: On average, Twitter users spend 34.8 minutes per day on the platform
• Business and shopping:
  • 82% of B2B businesses use Twitter
  • 77% of Twitter users have a better impression of a brand when they respond to a tweet
  • In 2022, ad engagement on Twitter increased by 32% year-over-year

Pinterest
Focus on sharing photos. The user shares and comments on photos that are within his interest, and thus creates a social identity via his interests, which are divided into different boards. 2022 Pinterest demographics data:

• Active monthly users: Pinterest has 433 million monthly active users
• Active daily users: Pinterest has 15 million daily active users
• Age:
  • 34% of people ages 18–29 use Pinterest
  • 35% of people ages 30–49 use Pinterest
  • 27% of people ages 50–65 use Pinterest
  • 15% of people that are 65+ years old use Pinterest
• Income:
  • 18% of households with an annual income of less than $30,000 use Pinterest
  • 27% of households with an annual income between $30k–$74,999 use Pinterest
  • 41% of households with an annual income above $75,000 use Pinterest
• Gender: Pinterest is one of the most gendered social media channels, which may inform which brands target this audience and how they do so.
  • 70% of Pinterest users are female
  • 30% of Pinterest users are male
• Time: On average, Pinterest users spend 14.2 minutes per day on the platform
• Devices: 80% of users access Pinterest via mobile devices
• Business and Shopping:
  • 90% of weekly pinners used Pinterest to make purchase decisions
  • Pinterest drives 33% more referral traffic to shopping sites than Facebook
  • Miscellaneous: People who travel are twice as likely to use Pinterest as those who don’t

Social Media Marketing

Social media marketing can be a powerful tool for businesses to connect with their audience, build brand awareness, and drive sales:

• Define your goals: Determine what you want to achieve with your social media marketing efforts, whether it’s increasing brand awareness, driving website traffic, or generating sales.
• Know your audience: Understand your target audience, their interests, and how they use social media. This will help you create content that resonates with them.
• Choose the right platforms: Focus on the social media platforms where your target audience is most active. Don’t try to be on every platform, as this can spread your resources too thin.
• Create valuable content: Create content that is useful, entertaining, or informative for your audience. Avoid making everything about sales or self-promotion.
• Engage with your audience: Social media is a two-way conversation. Respond to comments, messages, and other forms of engagement from your audience to build relationships and trust.
• Use visuals: Use eye-catching visuals, such as images and videos, to make your content stand out in crowded feeds.
• Be consistent: Consistency is key when it comes to social media marketing. Establish a regular posting schedule and stick to it.
• Collaborate with influencers: Partner with influencers in your industry to expand your reach and build credibility. Choose influencers who align with your brand values and have a following that overlaps with your target audience.
• Use paid advertising: Consider using paid social media advertising to reach a wider audience and increase engagement. Target your ads to specific demographics and interests to maximize ROI.
• Monitor and measure results: Monitor your social media metrics to see what’s working and what’s not. Adjust your strategy accordingly.
• Stay up-to-date: Social media platforms and trends are constantly evolving. Stay up-to-date with the latest changes and adjust your strategy as needed.

Assessing activities and behaviours

Assessing your audience activities and behaviors on social media can be a valuable way to understand their interests, needs, and professional goals. Here are some steps you can take to assess their activities and behaviors on social media:

1. Identify the social media platforms your audience uses: Start by identifying the social media platforms your audience is active on, such as Facebook, Twitter, Instagram, or LinkedIn.
2. Review their profile: Take a close look at your audience’s profile on each platform. Look for clues about their interests, hobbies, and professional background. This information can help you understand their perspective and identify potential areas of common ground to tailor your sales and marketing strategies to their needs.
3. Check their activity feed: Review your audience’s posts on each platform to see what they are sharing and what kind of content they are engaging with. This can give you insights into their interests, priorities, and perspectives.
4. Analyze their engagement: Look at how your audience engages with other users on social media. Do they like, comment, or share other people’s posts? This can give you a sense of their level of interest and engagement on the platform.
5. Monitor their activity: Keep an eye on your audience’s activity on social media. Are they posting regularly or only occasionally? What time of day are they most active? This can help you optimize your social media strategy and reach your audience at the right time.
6. Use social media monitoring tools: Consider using social media monitoring tools to track your audience activities and behaviors. These tools can provide valuable insights into their social media behavior and help you tailor your sales and marketing strategies accordingly.

Analyzing your audience activities and behaviors on social media can provide valuable insights that can inform your sales and marketing strategies.

Social Media Analytic Tools

Social media analytic tools are software applications that allow users to measure, track, and analyze social media data. Here are some popular social media analytic tools:

• Google Analytics: A free web analytics tool that can also track social media traffic to your website, and provide insights into which social media channels are driving the most traffic and conversions.
• Hootsuite: A social media management tool that also includes analytics features. It allows you to track social media mentions, monitor brand sentiment, and measure social media ROI.
• Buffer: A social media scheduling and analytics tool that provides detailed data on your social media performance, including engagement rates, reach, and clicks.
• Sprout Social: A social media management platform that includes advanced analytics features, such as social media listening, sentiment analysis, and competitive benchmarking.
• Brandwatch: A social media listening and analytics tool that provides insights into social media conversations related to your brand or industry. It can also track brand sentiment and identify key influencers.
• BuzzSumo: A content marketing and analytics tool that allows you to find popular content and identify key influencers in your industry. It can also track social media engagement for specific content pieces.
• Agorapulse: A social media management tool that includes analytics features such as audience insights, content performance tracking, and competitor analysis.

By using social media analytic tools, businesses can gain valuable insights into their social media performance, understand their audience better, and make data-driven decisions to improve their social media marketing strategy.

Social Media Marketing Metrics

Social media marketing metrics are the data points used to track the success and effectiveness of social media marketing efforts. Here are some important social media marketing metrics to consider:

• Reach: Measures the number of people who have seen your social media content. It is an important metric for understanding the potential audience size of your content.
• Impressions: Measure the number of times your social media content has been displayed to users. This metric can help you understand the frequency with which your content is being seen by your audience.
• Engagement: Measures the number of interactions your social media content receives, such as likes, comments, shares, and clicks. This metric can help you understand how your audience is interacting with your content.
• Click-through rate (CTR): CTR measures the percentage of people who clicked on a link in your social media content. This metric can help you understand the effectiveness of your social media content at driving traffic to your website or landing page.
• Conversion rate: Measures the percentage of people who completed a desired action, such as making a purchase or filling out a form, after clicking on a link in your social media content. This metric can help you understand the effectiveness of your social media content at driving conversions.
• Return on investment (ROI): ROI measures the return on investment of your social media marketing efforts. It compares the cost of your social media marketing activities to the revenue generated from those activities.

By tracking these social media marketing metrics, businesses can gain insights into the effectiveness of their social media marketing strategy, make data-driven decisions, and optimize their efforts for better results.

Social Media Marketing Benchmarks

Social media marketing benchmarks are industry-standard metrics that businesses can use to compare their own social media marketing performance against their competitors or other businesses in their industry. Here are some common social media marketing benchmarks:

• Engagement rate: The average engagement rate on Instagram is around 1-2%, while the average engagement rate on Facebook is around 0.16%.
• Click-through rate (CTR): The average CTR for Facebook ads is around 1.72%, while the average CTR for Twitter ads is around 1.64%.
• Conversion rate: The average conversion rate for Facebook ads is around 9.21%, while the average conversion rate for Twitter ads is around 0.9%.
• Cost per click (CPC): The average CPC for Facebook ads is around $0.97, while the average CPC for Twitter ads is around $0.38.
• Return on investment (ROI): The average ROI for social media marketing campaigns is around 150%, meaning that for every $1 spent, businesses can expect to see a $1.50 return.

By comparing their own social media marketing performance to these benchmarks, businesses can identify areas for improvement and optimize their social media marketing strategy for better results.

Some Best Practices

To sum up, here are some best practices to build a strong social media presence and achieve your marketing goals.

Set clear goals and objectives
Are you looking to increase brand awareness, drive traffic to your website, or engage with your audience? Setting clear goals will help you measure your success and focus your efforts.

Know your audience’s social media preferences
It’s important to understand your target audience’s demographics, interests, and online behavior to create content that resonates with them. Use social media analytics to learn more about your followers and adjust your strategy accordingly.

Be consistent
Consistency is key to building a strong social media presence. Post regularly and at optimal times to maximize reach and engagement.

Create high-quality content
Your content should be visually appealing, informative, and relevant to your audience. Use a mix of formats such as photos, videos, and infographics to keep your content fresh and engaging.

Engage with your audience and respond promptly
Social media is a two-way conversation. Respond to comments and messages in a timely and professional manner to build relationships with your followers.

Use hashtags
Hashtags can increase the visibility of your content and help you reach a wider audience. Use relevant hashtags in your posts and create your own branded hashtags to encourage user-generated content.

Know your competitors
Look at the content competitors are publishing. What messaging and media are they using? Video? Images? User Generated Content? What demographics do they appear to be targeting? How frequently – and when – are they posting? Are they using influencers or partnering with other businesses to boost visibility? What seems to be performing well and what doesn’t?

Monitor your performance to better optimize your presence
Use social media analytics to track your performance and adjust your strategy as needed. Pay attention to metrics such as engagement rate, reach, impressions, visits to website, generated sales and conversions to measure your success.

Social Media Marketing Latest Trends

Here are some of the latest trends in social media marketing:

• Social Commerce: Social media platforms are increasingly adding e-commerce features, allowing businesses to sell products and services directly through their social media accounts.
• Influencer Marketing: Continues to be a popular trend, with businesses partnering with social media influencers to promote their products or services to their followers.
• Video Content: Continues to be a popular trend, with short-form video content such as TikTok videos and Instagram Reels becoming increasingly popular.
• Live Video: Continues to be a popular trend, with businesses using live video to connect with their audience in real-time.
• Personalization: Becoming increasingly important in social media marketing, with businesses using data to provide personalized content and recommendations to their audience.
• Social Listening: Involves monitoring social media for mentions of your brand, competitors, and industry trends. This can provide valuable insights into your audience and help you adjust your marketing strategy accordingly.
• Authenticity: With the increasing use of social media, audiences are becoming more discerning about the content they consume. Authenticity has become an important factor in social media marketing, with businesses using real people and real stories to connect with their audience.

These are just a few of the latest trends in social media marketing. Staying up-to-date with the latest trends and incorporating them into your social media marketing strategy can help you connect with your audience and achieve your business goals.

Updated May 6 2023