How much reach does social media actually have?

Social Media has been a big player in most of our lives for the past 10-15 years and it's only getting bigger with the uprise of new trending platforms popping up. The latest one rising to the heights of the big players is TikTok.


Social media is a highly engaging platform where users spend conspicuous amounts of time following their friends, celebrities, sports team and anything they are interested in. There is a reason why businesses are using these platforms to expand and reach new customers and now is the best time to utilise this.


Whether expanding organically or sponsoring your content, having a social media presence should almost be inevitable for all types of business models. In this article, we will run through the reach of a few of the top social media platforms and include a little bit more insight into each.


Why Social Media

There are so many reasons why you should set up a social media presence for your business but here are just four that might get you to close this article and jump straight on to Facebook.

  1. There is a 100% higher lead-to-close rate than outbound marketing.

  2. Shoppers who view videos are 1.8x more likely to purchase your product or service.

  3. 54% of shoppers use social media to research products and services.

  4. 71% of social media users are more likely to purchase products based on referrals.

The best way to get customers is through shares! It’s true, that word of mouth is still one of the best forms of marketing. If users are sharing your products or services on their personal pages, people who trust them will give you a bit more consideration rather than just seeing a sponsored post.


However, this definitely doesn't mean sponsored content isn’t useful. It just depends on what type of content you are sponsoring. You don’t want to be another ad that people like you and me just scroll past because it just looks like sales spam.


The Reach

More than half the world now uses social media. That means that over 4 billion people have at least one social media account. While many people have multiple accounts for different platforms like Facebook, Instagram, Snapchat, LinkedIn, TikTok, YouTube and the list can go on.


On average, a person spends around 2 and a half hours on social media alone every day. That's almost 10 billion hours of eyes on socials every single day. Just for them to rinse and repeat the next day. This really demonstrates the reach of social media and the colossal potential it has.


Let’s break this down into each platform, so you can understand which might be the best for your business to launch on.


Instagram

Instagram alone has 1 billion global monthly active users that frequent the app, scrolling through feeds, watching reels and swiping stories. There is enough content on Instagram to generate over 4.2 billion likes every day.


For a business, Instagram generally generates over 4x more interactions than Facebook, whether that's a like, comment, share, view or save. This is powerful because statistics say that over 50% of Instagram users follow at least one business.


To optimise Instagram to its full potential, hashtags are the tool that can get your content out there and they are free and easy to use. A post with at least one hashtag averages 12.6% more engagement than posts without one.


YouTube

YouTube, the streaming and video powerhouse has a whopping 2 billion users every month from around the world. These users are not light users either, they stream over 1 billion hours of video every day on the platform.


In terms of a search engine, it is the second biggest only falling behind Google. Many users go on to YouTube to ask questions and a lot of the time you will find the answer there. Anyone can create an account and push out content for anyone to view, but getting noticed on YouTube can be challenging and requires a lot of persistence and hard work.


When it comes to streaming video on a TV, YouTube falls second only behind Netflix. You might want to start inviting people over for YouTube and chill with the amount of good free content there is on there, you have enough to stay entertained for several lifetimes.


Also, 70% of users have actually purchased something from a brand after seeing it on YouTube. There are plenty of ways to market on YouTube and you don’t only need to have your own channel.


Facebook

Oh, Facebook, what would we do without you? 2.8 billion of us have an account that we use to stay in contact with our friends. We comment, like, share, poke and message people on the daily, we use it to log in to third party apps and we use it to promote our businesses.


With 1.84 billion daily users, yes daily. Facebook’s social media platform has a mammoth reach that is spread over a range of demographics all over the world. There are currently around 60 million active business pages on Facebook but only 6% of these actually pay for advertising.


With an advertising audience of 2.14 billion you would be silly not to at least try and sponsor a few ads, but choosing the right content to sponsor can be the difficult part. If done well you could be landing at least one of the 12 clicks on ads that an average user clicks per month.


LinkedIn

LinkedIn, the social media for professionals. But is it only just for professionals or can it be useful for anyone? With 740 million global active users every month, the reach of LinkedIn is massive. LinkedIn is the social media people come to to get useful and relevant information like news, industry updates and motivation. In fact, 36% of LinkedIn users rely on the platform to get their news updates. So how does this reach help your business?


Four out of five people on LinkedIn are generally decision makers within an organisation. So this is the very best place to market B2B products or services to the people who need them. You might not believe it but LinkedIn is responsible for 80% of B2B leads from social media.


A study also shows that 91% of marketing executives list LinkedIn as the top place to find quality content and most of it is reliable. Hence why LinkedIn has a 2.7% visitor-to-lead conversion rate which is almost 2% higher than Facebook's 0.77% rate.


If your business specialises in B2B, go and start that LinkedIn business page you have been sitting on, right now.


TikTok

TikTok, the new kid on the block making waves with its catchy, gripping short form video content. The platform has now become the 7th most used social network platform in the world and has the potential to keep growing. TikTok already has 1 billion global active users who spend 80 minutes per day on this app.


Since being released, TikTok has just continued to grow and has achieved an 18% penetration of global internet users. 90% of TikTok’s users open the app several times a day to continue to scroll through the ever engaging feed filled with anything a user might want to see. TikTok is also now the number #1 app for driving consumer spending, making this platform a channel for consumers who are willing to spend their money. Consumers on TikTok spend more money compared to users on Tinder, YouTube and Netflix.


Snapchat

Snapchat is the OG app for picture chat, maybe other than Nintendo’s pictochat. 500 million people have signed up to Snapchat to send videos, photos and messages to their friends while also exploring channels, stories and games.


There are 2.1 million snaps sent every minute... EVERY MINUTE! and 14 billion videos are shared or viewed every day. The platform is pretty straightforward and has great potential for marketing.


Just one little tip when snap chatting, don’t be that person who sends horizontal videos. Vertical videos on Snapchat have up to 9x more completion rate compared to horizontal. No one wants to be turning their phone to the side to watch your video. Make it easy for them to consume and they will.


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