19 Social Media Statistics Small Business Owners Should Know in 2018

Social media is an ever-changing landscape. Even in the relatively short time it’s been around, new technologies and new trends are appearing almost daily, so it’s important to stay abreast of new developments.
To help you stay on top of it all, we’ve gathered some useful social media statistics that will be sure to help your business grow in 2018.

  1. 71% of consumers who have experienced positive social media services with a brand are likely to recommend it to others. Providing a helpful and friendly service through your company’s social media channel will pay in dividends. So be sure to always provide service with a smile. For more information on good traits in a social media channel, click here.
  2. Engaging visual content is at least 40 times more likely to be shared than any other type of content. Whether it’s team photos or a happy customer, make sure your social media blends appealing visuals with helpful and interesting text.
  3. Adults aged 18-34 with an online presence are the most likely to follow a brand through social media. It’s always worth looking at your target audience and considering which is the best platform through which to reach them.
  4. 91% of retail brands use at least two or more social media platforms to create an online presence. With services ranging from Facebook and Twitter to Pinterest and Snapchat, don’t be afraid to spread yourself out to reach a wider audience.
  5. The optimum time to share and post on Facebook is 3 pm on Wednesdays. The next best times are 12–1 pm on Saturdays and Sundays and 1–4 pm on Thursdays and Fridays. There are a number of tools including Buffer or Timely which can help automate your social media posts.
  6. There are over 50 million small businesses using Facebook to connect with their customers, of which 4 million are paying for Facebook advertising. Comparatively cheap but often highly effective, it’s worth considering how your business can benefit from advertising on social media. Click here for a handy guide on maximizing your return on Facebook ads.
  7. In February 2016, there were over 4.4 million videos uploaded to Facebook, resulting in over 199 billion views. Videos are a great way to engage with consumers, something well worth considering for any small business.
  8. Facebook influenced 52% of customers’ purchases in 2015, an increase of 36% from the year before. A considered and well-managed social media platform can greatly increase your sales, so make sure you’re posting great content.
  9. Popular brands on Instagram are seeing a 4.21% engagement rate per follower, 120 times more than those on Twitter and 58 times more than those on Facebook. Instagram is fast becoming the hottest social media platform out there, so make sure you’re part of it today.
  10. Instagram is also the best way to target millennials, with 90% of its users aged 35 or below. If your key audience falls into that category, it’s well worth taking advantage of the platform. Some ecommerce software available such as Shopify actually allows customers to make purchases directly in the Instagram app, so be sure to take advantage of the feature to really help build out your online store.
  11. Content marketing is the highest-rated digital marketing technique. Whether it’s a piece about an industry award you’ve won or a video interview with your CEO, sharing content on your social media channels is a great way to promote your brand. QuickSprout has a handy guide on content marketing.
  12. Instagram posts which include one hashtag or more experiences 12.6% more engagement than those without them. Get hashtag-savvy to maximize your social media reach and ensure your posts engage with users, but be sure to keep them relevant to your product or service.
  13. When rating social media platforms for customer engagement, 47% of marketers agreed Twitter was the best. Twitter’s format makes it great for quickly responding to customer queries, so it’s well worth getting a presence on the platform.
  14. 92% of all user interaction with tweets is via link clicks. Sharing links via your Twitter is a great way to get likes and shares, so be sure to use them liberally in your social media activities.
  15. Similarly, tweets with visuals are 150% more likely to be retweeted than tweets without. Keep a camera handy to snap some pictures of your business and the great work you’re doing.
  16. Marketing expenditure on social media is set to outpace television advertising spend for the first time. This simple fact shows how important it is for all businesses, large or small, to have a solid social media presence.
  17. 46% of users will stop following a brand’s social media platforms for sharing too much promotional content. Be sure to keep your social media activity organic and accessible, with a focus on useful user-friendly content.
  18. 89% of messages to brands via their social media platforms are not responded to, and is actually a consumer’s top choice for customer care. It can be difficult for a small business to respond to everyone, but a quick and helpful response will go a long way towards improving your customer satisfaction levels.
  19. 73.4% of users who choose to follow a brand do so because they have an interest in the service or product. This means that most of your existing followers are mostly potential customers, so be sure to keep your content on point and relevant.

2018 is set to be an exciting year for social media, with a rapidly changing landscape throwing up a variety of new challenges and opportunities. As a small business owner, it’s vital that you stay abreast of these changes in order to really optimize your social media output. Take the time to consider these statistics and how you can leverage them, and it should go some way towards maximizing the exposure your company can get from social media. Remember: focus on your audience needs and be platform-specific at all times.

About the Author

Victoria Greene Victoria Greene is a branding consultant and freelance writer. Her blog, Victoria Ecommerce, looks at developments in the world of marketing, design, and ecommerce. She has a passion for helping store owners get the most from their online presence. She is the author of this guest post.

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