04 Oct Surprising Social Media Statistics for 2016
What social media channels are marketers investing in for 2016?
How do I measure the return on my investment on social media?
What tactics matter the most to social media marketing pros?
Every year, Social Media Examiner publishes a 50+ page social media industry report that looks at how over 5,000 social media marketing experts are using their social media to grow their business.
Some of the results of the report are expected, like Facebook still being front-of-mind for digital marketers, but a few of the findings were a little surprising. Let’s take a look.
- Video is continuing to grow. While 60% of marketers claim to use video, 73% plan on increasing their use of video in marketing over the next 12 months with 1 in 2 marketers wanting to learn more about Facebook’s new live video feature.
- The top 5 most used social networks by marketers, in order of importance, are:
- Facebook (93%)
- Twitter (76%)
- LinkedIn (67%)
- YouTube (53%)
- Google+ (49%)
- Instagram (44%)
- Pinterest (40%)
- Only 5% of marketers invest time in Snapchat, which is currently the #1 social media channel amongst teens. Instagram and Twitter come in second and third.
- 2/3 of marketing experts, with two or more years of experience, are spending six hours or more per week on social media.
- Despite spending this much time on social media, 32% of marketing experts do not measure their results.
- 86% of social media marketing experts regularly spend on Facebook ads while only 18% regularly spend on Twitter ads.
- A huge 86% of marketers using social media are not sure how to measure ROI. (I discuss this in great detail in my upcoming book The Digital Marketing Bible, which releases in November.
- 40% of those polled believe that marketing on social media has become more difficult over the past 12 months.
- The top benefits of social media include:
- Increasing exposure (89%)
- Increasing traffic (75%)
- Developing loyal fans (68%)
- Providing market insight (66%)
- Generating leads (66%)
- While an overwhelming 90% said that social media is important to their business, only 51% believe that social media marketing has increased their sales online.
One thing to note about this report is that the poll was taken from a sample of the recipients of a social media marketing email. We would expect most of them to find social media marketing to be relevant to their business. A general poll of business owners, for example, would likely produce a much lower result.
Download a copy of the 2016 Social Media Marketing Industry Report with its 90+ charts for yourself.