On March 23, ClickZ Intelligence held the webinar ‘The State of Social 2017’ in association with Tracx.
As part of the presentation, a huge number of stats and facts were shared about social media, both as a whole and in relation to individual networks.
Practical tips given by National Geographic’s Mia Vallo and Shell’s Matt Owen helped demonstrate to viewers how they can apply these to their strategy.
So what were the most interesting stats shared in the webinar? We’ve listed 13 of our favorites below; make sure to watch the webinar on demand to find out even more.
The social media population of today is the same as the total world population in the 1950s
Considering that time was the period in which the golden age of advertising emerged for brands, it shows that a huge slice of the world’s consumers are online and on social.
Millions of interactions happen every minute
Two million YouTube views, 1.7 million Facebook posts and hundreds of thousands of tweets happen every minute online.
The top four places for companies are on Facebook, Twitter, YouTube and LinkedIn… but for consumers it’s Facebook, YouTube, Instagram and Tumblr
There is a clear mismatch between where companies are and where consumers are.
Facebook skews slightly more female than male
83% of women online are on Facebook, compared with 75% of online men; while three quarters of online women access the site every day.
YouTube reaches more people than cable TV in key US demographic groups
As well as getting 1 billion unique monthly users, YouTube reaches more 18-34 and 18-49 year olds than any cable network in the United States.
2.5 billion snaps are taken every day on Snapchat
Its users aged 25+ open Snapchat 12x per day and spent 20 minutes/day in app. Wow.
Instagram is the fastest growing social network
Insta grew 15.1% in 2016, compared to just 3.1% growth for the social network sector as a whole.
Twitter has great data but a lot of bots
In terms of the platform, Twitter’s firehose means there is a huge amount of data that can be extracted from this comparatively open platform. But it’s estimated there are 50 million bot accounts.
Pinterest is the evergreen network
The half life of a pin is 151,200 minutes – vs. 24 minutes for a tweet or 90 minutes for a Facebook post.
LinkedIn is the moneyed network
Image credit: Joi Ito
Looking for a high value audience? 45% of people making $75K/year or more use LinkedIn vs. only 21% of $30K/year of less.
No surprise Reid Hoffman is happy.
Reddit is the wild west social network
Make sure you’re not salesy – people will call you out (with some offenders landing in /r/HailCorporate).
Metrics might be same by name, but completely different in different networks
As stated by Mia Vallo, terminology across platforms needs to be treated with care. For example, Facebook defines a video ‘view’ as: “a view of three seconds or more and will appear for all videos, including those that come to life as people scroll through News Feed.”
By contrast, YouTube typically counts a view after a person has watched a video for over 30 seconds (although it gets a bit more complex than that).
Serious does not mean boring for corporate social media
Matt Owen stressed that big brands don’t need to be boring to be serious. As an example, rather than detailed technical stats about oil lubricants, why not test drive a high-performance car to see the impact?
Are you loving these takeaways? Then watch the webinar for more!
Watch the State of Social 2017 webinar on demand to get more insights into building a deeper, more authentic relationship with your customers via social media; the key themes to watch out for in 2017; and how to extract the maximum value from social media as a channel.
For more information on how you can get involved with the ClickZ Webinar Series please contact [email protected].
This webinar was produced in association with Tracx. For more stats and insights from Tracx, check-out their 2017 Social Media Demographics: What You Need to Know [Infographic]. Click here to read our collaborative content guidelines. Views and opinions expressed in this article do not necessarily reflect those of ClickZ.