There are more than 3 billion people who use social media, a number that continues to grow. This huge number of people across the world who use this technology should indicate to businesses that they need to be on social media, too.
Social media is where consumers are, and businesses should use it to reach people and spread brand awareness. Luckily, most businesses see social media as an important marketing tool: Of the small businesses that use it, 92 percent plan to invest more in social media in 2018, according to recent research from The Manifest.
Most businesses value social media, yet still, others do not, and there’s no reason for that.
If your business is not on social media, you can use these statistics to plan a social strategy – a necessity in today’s age.
Businesses Value Facebook Most
Despite Facebook’s recent Cambridge Analytica scandal, businesses still see the value of Facebook.
Eighty-six percent of small businesses use Facebook, which is by far the most popular social media platform. Instagram is in second place, at just 48 percent.
Facebook’s popularity isn’t slowing down, either. Fifty-eight percent of businesses will increase their investment in Facebook this year, which shows this social media giant isn’t going anywhere.
Although Facebook is saturated with countless businesses, there’s a reason for that: It’s where the biggest variety of consumers can be found. If you only have the resources for one social media platform, your best bet is probably Facebook. It’s where you can reach the most consumers.
More Women-Owned Businesses Use Social Media
More women use social media for their personal lives, so it makes sense that they use it for their professional lives as well: 74 percent of women-owned businesses use social media, compared to 66 percent of men-owned businesses.
Women are more familiar with social media than men, so the transition to creating business profiles is easier.
However, it’s important for businesses owned by all genders to use social media.
Measuring Social Media’s Success
Businesses wouldn’t use social media if it weren’t successful, but how do they measure its success?
Although the most important social media metrics vary by business, the most favored ones are engagement (20 percent), audience growth (19 percent), and clicks to website (16 percent).
Engagement is essential for businesses to track because it shows if your followers are interested in your content. It doesn’t matter how many followers your pages have; if no one is liking, commenting on, or sharing your posts, you’ve failed on social media. You want your audience to enjoy what you post.
Businesses Publish Content Daily
To achieve success with metrics, most small businesses have a regular and consistent social media strategy: 52 percent publish social media content every day.
Posting content regularly betters the chances of you appearing in your followers’ newsfeeds, which can lead to higher engagement.
Although most businesses post content daily, it’s not necessary for every business. If you find you get the most engagement on posts when you publish weekly, then publish weekly. If posting twice a day leads to the best engagement, then post twice a day. Find the frequency that works for your business.
Businesses Value Visual Content
Most businesses post content on social media daily, but in order to be successful with those posts, they have to publish the type of content that followers enjoy. Because humans are visual beings, they enjoy visual elements – part of the reason why images and infographics are the most popular content types to publish on social media.
Images grab followers’ attention and draw their eyes into a post. If a post is just words, it’s easy for followers to miss.
Images are the most popular, but it’s important for businesses to publish a variety of content types, such as offers/promotions, reviews, videos, blog posts, and research/data.
Is Social Media Advertising Worth It?
Social media advertising is the most popular online advertising channel; 86 percent of businesses that invest in online advertising invest in social media advertising as well.
Social media advertising is a strategy that can help businesses reach more potential customers, and more companies see its advantages.
With social media advertising, businesses can target customers based on demographics and interests, so money is not wasted advertising to people who aren’t in your target audience.
Social Media Is Essential
There is a reason the majority of businesses use social media; it is an effective marketing tool that helps businesses reach more consumers than ever possible before the internet.
Social media marketing is a necessity for businesses, and that importance will not change. If anything, it will only grow more prominent.
Businesses should be on social media to increase brand awareness, attract new customers, and retain old customers. If you’re not on social media, chances are your competition is.
Kristen Herhold is a content writer and marketer at Clutch and The Manifest, business news and how-to websites in the heart of Washington, D.C. Connect with her on LinkedIn, or reach out with any questions, comments, or concerns at kristen@clutch.co.
