140+ Social Media Statistics that Matter to Marketers in 2020

Social media statistics are a key ingredient in any social media marketing strategy. And by ingredient we mean they’re like the cilantro in your salsa: you could use dried-out flakes, but—why would you? If you’re looking to impress, you want to source the freshest available.

Behold, our list of the latest social media statistics. For each of the world’s biggest, or trendiest, platforms, this list has the latest:

  • updates on size, growth, and demographics;
  • insights on how people are accessing, using, and behaving on the platform;
  • actionable numbers on how brands can succeed there.

Source note: Our stats are collected from third-party surveys, whitepapers, and financial reports from the platforms themselves. If you’re looking to dig deeper, we’d recommend starting with these solid gold resources:

Table of contents

General social media statistics

Social media advertising statistics

Instagram statistics

Facebook statistics

Twitter statistics

YouTube statistics

Pinterest statistics

LinkedIn statistics

Snapchat statistics

Download the complete Digital 2020 report to learn where to focus your social marketing efforts and how to better target your audience. The full study also includes more easy-to-understand data visualizations and shareable graphics.

General social media statistics

Let’s start with some numbers on the state of social media in 2020.

Most of the world is now on social

  • 97% of digital consumers have used social media in the past month
  • 84% of people with access to the internet use social media
  • 50% of the global population is using social media: that’s 3.8 billion people (an increase of 9.2% since 2019)
    • Central America and Eastern Asia have the highest social media saturation at 84% each
    • In Europe, Northern Europe has the highest percentage of social media users (79%), versus Southern (66%), Western (62%) and Eastern Europe (57%)
    • Northern Africa has the highest social uptake in Africa at 55%, followed by Southern Africa at 49%. Eastern (13%), Middle (10%), and Western (21%) Africa have the most room for growth

Social media use by eligible audienceSource: Digital 2020

Chart: % of U.S. adults who use at least one social media siteSource: Pew Research

Time spent on social media is nearing saturation

Graph: Evolution of Time Spent on Social MediaSource: Digital 2020

Social media is interwoven in our daily lives

Chart: Motivations for Using Social MediaSource: GlobalWebIndex

Video is still the top media format on social

Chart: Online Content ActivitiesSource: Digital 2020

People are going private

Social media advertising statistics

Chart: The Social Path to PurchaseSource: GlobalWebIndex

Instagram statistics

Instagram Users

Demographics

Chart: Profile of Instagram's Advertising AudienceSource: Digital 2020

Usage

Brands on Instagram

Check out our complete list of Instagram statistics over here. And don’t forget the latest Instagram demographics.

Facebook statistics

Users

Demographics

  • 44% of people reachable by ads on Facebook are women, and 56% are men (again, these are the only genders listed)
  • 32% of people on Facebook are between the ages of 25 and 34

Chart: profile of Facebook's advertising audienceSource: Digital 2020

Usage

Infographic: Facebook Engagement BenchmarksSource: Digital 2020

Brands on Facebook

Facebook Messenger

Learn more by reading our complete list of 2020 Facebook statistics.

Twitter statistics

Users

Demographics

Chart: Profile of Twitter's advertising audienceSource: Digital 2020

Usage

Top 5 emojis on Twitter in 2019Source: Digital 2020

Brands on Twitter

For a complete list of insights, take a look at our deep dive into Twitter statistics and Twitter demographics.

Download the complete Digital 2020 report to learn where to focus your social marketing efforts and how to better target your audience. The full study also includes more easy-to-understand data visualizations and shareable graphics.

Get the full report now!

YouTube statistics

Users

Demographics

Usage

Brands on YouTube

We have an even longer list of the latest YouTube stats over here.

Pinterest statistics

Users

Pinterest monthly active users growth since 2016Source: Pinterest

Demographics

Chart: Profile of Pinterest's advertising audienceSource: Digital 2020

Usage

Brands on Pinterest

Learn more with our full list of Pinterest statistics.

LinkedIn statistics

Users

Demographics

Profile of LinkedIn's advertising audienceSource: Digital 2020

Brands on LinkedIn

Here’s our full list of LinkedIn statistics for business.

Snapchat statistics

Users

Demographics

profile of snapchat's advertising audienceSource: Digital 2020

Usage

Brands on Snapchat

Tiktok statistics

Users

Demographics

Usage

Brands on Tiktok

Infographic: TikTok users want brands to be...Source: GlobalWebIndex

 

Put these stats to good use by using Hootsuite to help you schedule and manage your latest social media strategies. Try it for free today!

Get Started

The post 140+ Social Media Statistics that Matter to Marketers in 2020 appeared first on Hootsuite Social Media Management.