[INFOGRAPHIC] Social Media in Numbers

Social Media statistics are important to marketers to keep on top of the rapidly changing digital landscape. We’ve collected key statistics for Facebook, Twitter and LinkedIn to provide the most recent snapshot of the most relevant social media movers. These are things to consider when planning your social media strategy.

social-media-infographicClick here to download social media infographic

Facebook
  • 1.44 billion monthly active Facebook users as of December 15, 2015.
  • The average time spent on Facebook per day is 20 minutes as of July 8, 2015.
  • 934 million daily active mobile users.
  • 47% – the percentage of Facebook users that only log-in from a mobile device as of November 4, 2015.
  • 91% – the percentage of Millennials that use Facebook (ages 15-34).
  • 49% of Facebook UK users are men, 51% are women.
Twitter
  • Twitter has 320 million active users in November 2015.
  • The average Twitter user follows 5 or more businesses.
  • 37% of Twitter users will buy from a brand they follow.
  • Americans on average spend 17 minutes per day on Twitter.
LinkedIn
  • 400 million users worldwide as of October 29, 2015.
  • 70% of LinkedIn’s users are outside the US
  • 79% of users are 35 or older.
  • 39 million – the number of students and recent grads on LinkedIn
  • 59% of LinkedIn users don’t use Twitter

Interested in learning how to run a Facebook campaign that delivers performance? Download our whitepaper: 5 Facebook Advertising Tactics to Drive Performance

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Sources 
1.) Facebook’s new stats: 1.32 billion users, 30 percent only use it on their phone
2.) Facebook mobile usage outstrips web for first time ever ,Tech Radar, January, 30 (2013)
3.) UK Digital, Social and Mobile Statistics for 2015 #smlondon, Social Media London, January, 21 (2015) 
Casey Fleischmann http://socialmedialondon.co.uk/digital-social-mobile-statistics-2015/
4.) By the Numbers: 200+ Amazing Facebook Statistics, DMR, Craig Smith, January (2016) http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
5.) Facebook soars 12% on surge in mobile ad sales, USA Today, Jessica Guynn, January, 27 (20156) *video
6.) Facebook is Officially a Mobile-First Company, Business Insider UK, Matt Rosoff, November, 5 (2015) http://uk.businessinsider.com/facebook-mobile-only-users-most-common-2015-11?r=US&IR=T
7.) By the Numbers: 30+ Amazing Twitter Mobile Statistics, DMR, Craig Smith, December, 13 (2015) http://expandedramblings.com/index.php/twitter-mobile-statistics/2/
8.) 10 Remarkable Twitter Statistics for 2015, Social Caffeine, Team Caffeine, (2015) http://lorirtaylor.com/twitter-statistics-2015/
9.) Social Media Comparison Graphic, Leverage New Age Media, September, 1 (2015) https://leveragenewagemedia.com/blog/social-media-infographic/
10.) The Demographics of UK Social Media Users, LinkIn Pulse, Jules White, March, 15 (2015) https://www.linkedin.com/pulse/demographics-uk-social-media-users-jules-white
11.) The Demographics Of Social Media Users 2015: Who Is Using Facebook, Twitter, Pinterest, Tumblr & Instagram – #infographic
12.) Top 2015 Social Media Stats & Trends, Wahiba Chair, LinkedIn Pulse, April 30, 2015 https://www.linkedin.com/pulse/2015-social-media-stats-trends-images-part-1-wahiba-chair-mba
13.) 17 Powerful Facebook Stats for Marketers and Advertisers, Sprout Social, Jennifer Beese, June, 20 (2015)  http://sproutsocial.com/insights/facebook-stats-for-marketers/
14.) By the Numbers: 125+ Amazing LinkedIn Statistics, DMR, Craig Smith, December, 15 (2015) http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/8/
15.) Social Media Stats #LinkedIn #Infographic, Ruby Star Associates, Rachel Warhurst, February, 9 (2015) http://rubystarassociates.co.uk/social-media-stats-linkedin-infographic/
16.) LinkedIn vs. Facebook for Professionals, The Under Cover Recruiter, Sophie Deering,  http://theundercoverrecruiter.com/linkedin-vs-facebook-battle-professional-network-infographic/

The Death of Google’s Sidebar Ads

Every now and then Google likes to drop a small, well-placed, bomb on the paid search industry.  In February 2013 the company behind the world’s most visited website launched “Enhanced Campaigns” changing the way advertisers were able to manage spend on different devices, and just last year Google introduced “Upgraded URLs” altering the way that 3rd party tracking needed to be applied to destination URLs in AdWords.

The latest significant change for advertisers appears to be the death of right sidebar ads on Google’s search engine results pages.  This change, as reported by Search Engine Land, will see text ads on the right hand side of the search results become defunct as Google looks to add an additional fourth ad to the top of the search results page for what they are calling “highly commercial queries.”

Cue the hysteria.  There are several immediate questions that spring to mind. Firstly, what does this mean with regards to CPC inflation?  With fewer results to bid on, the competition for the top places will inevitably increase and therefore bidding wars for top performing keywords are likely to become greatly intensified.  Secondly, is this the end of smaller advertisers being able to use AdWords as a channel to drive incremental revenue?  Currently advertisers with smaller budgets are able to occupy a place on right hand side of results where bigger spenders have the additional cash required to push for positions one to three.

The truth is this probably does mean CPC inflation, but what it should not mean is the end of AdWords being an important channel for smaller advertisers.  For years Google have been working to help advertisers serve even more relevant ads on the search engine results pages.  This has meant giving advertisers more control over when and where their ads are showing, allowing advertisers to overlay both first party audience data (through RLSAs) and third party data (through demographic targeting).  The fact that many advertisers still choose to ignore these features is not just to the detriment of the advertiser, but also to the user of the search engine itself.

This development should serve as the ultimate kick in the backside for paid search advertisers that are still seeing their campaigns as simply keywords and text ads.  I suspect the higher levels of keyword competition will lead to advertisers finally invoking many presently neglected AdWords features, ensuring that when paid search strategies are built greater emphasis goes into understanding how audience data can be applied to maximise return.

So yes, CPCs may go up, but if paid search advertisers are smart and start to utilise the full set of available AdWords features they will ensure that even more relevant audiences are met with their ads and therefore any inflation in CPC shouldn’t come at the detriment of return on investment.  For those of us however, that are currently utilising the full extent of AdWords features, well, it’s time to start the moaning, I suggest directing our complaints in the direction of Mountain View, Santa Clara, California.

4 Strategies to Get Creatives Noticed on Facebook

Facebook’s robust ad platform has the audience numbers and in-depth metrics that can help marketers drive real value to their advertising strategy. With so much happening on a single user’s newsfeed, it can be hard be heard above the noise. Advertisers have a split second to capture a viewer’s attention before they move on; if your message isn’t succinct, eye-catching and relevant, you’ve lost potential revenue. So how do you stand out on Facebook’s advertising platform?

 Video Ads

Facebook videos now get more reach than any other post. It is a real growth point for advertisers and has made a serious dent in YouTube’s monopoly on video advertising recently surpassing YouTube’s 7 billion daily video views by 1 billion. Brands interested in advertising on Facebook would be wise to take video ads seriously as a format to push their message ahead in creative, visual and memorable ways.

In addition, Facebook are favourable towards video advertisers. Auto play, and the launch of captioning for video ads, have made this marketing format accessible and more effective than ever to implement. 47% of Facebook users exclusively log into the social media site via mobile where 65% of Facebook video views occur. Video formats have to be adjusted for not only “viewability”, but for non-audio moments to capture attention quickly while scrolling through a feed.

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Testing Visuals: The Right Image

Don’t make assumptions about what constitutes a “good image” for your Facebook ad campaign. Your personal preferences hold little weight here, it’s all about testing. Test several images to reveal the one that gets the most engagement and the most ROI. Jason Keath, CEO of Social Fresh offers this sage piece of advice, “When you have the ability to put a dozen or two images out there to test and see which image performs better, do it. You save money in the long run and create an ad that will get noticed more and create more clicks”

Getting the “Buy-In”: Why Should I Click?

It isn’t enough anymore to dump a picture on Facebook and hope for engagement. Your video, photo, or link, have to quickly tell the viewer why they should click on your ad. According to Hubspot’s Amanda Sibley, a good Facebook creative strategy includes not only a captivating image, but a clear reason that the person should visit your website, buy your product, or use your service. The ad needs to be believable and feel native and not intrusive. Back up your claims with text like “over 1 million happy customers!”, and last, but not least, have a clear call-to-action that conveys a sense of urgency.

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Keep it Fresh

Consumers scroll rapidly through Facebook’s newsfeed and seeing the same ad day in, and day out, no matter how clever, can cause ad fatigue. If you have an ad that’s worked exceptionally well in the past, recycle it – use it as the springboard for ads that stem from the same value proposition. Split testing ads will help here – use an aspect of what made the ad successful and test from there. Same premise, different delivery in order to keep your audience interested and engaged.

Using Carousel Ads is another way to keep your messaging fresh. If you have images and copy that has worked, change it up by rotating your offer with different images of several items, or an in depth set of photos detailing one product.

Conclusion

To remain ahead of the pack, increase revenue and encourage meaningful engagement, advertisers need to adjust their marketing strategies to capture interest and offer relevant solutions and services to users rapidly scrolling through their Facebook feeds.

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Automatic Ad Captioning Given the Green Light By Facebook this Month

Facebook announced that it will be automatically captioning video ads so that brands can still get their message across, but without being intrusive to the user experience. Later this month, Facebook will launch automatic captioning in the US and Canada. Brands can currently add captioning to their videos manually but this will put the bulk of the work in Facebook’s hands, with advertisers being able to edit before posting. In addition to doing the captioning for advertisers, Facebook will also provide brands with the number of viewers watching their silent ads.

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The Issues
Facebook conducted testing that showed 80% of people reacted negatively to ads that automatically played with sound in their newsfeed. The reaction wasn’t just negative towards the sponsoring brand, but also towards Facebook.

Another issue plaguing advertisers is that most people leave their phones on silent or vibrate when they are in public spaces, such as on a bus, or in a restaurant, rendering videos reliant on sound useless. Catchy music and sound effects are wasted ad spend when the mobile user just scrolls past and there is no context for what they are watching. The problem is that 40% of video advertising is geared towards working with sound, so when a user bypasses an ad because it’s not interesting enough to capture their attention without blaring in their feed, the advertiser fails to hit the mark, and the ad loses its impact. Graham Mudd, Facebook’s Director of Ads Product Marketing, told Business Insider that 55% of people who watch the first three seconds of a video will watch the next ten seconds; that means advertisers have mere seconds to capture a user’s attention.

The Solution
Facebook is pushing brands to be mobile friendly and that means changing the way video ads are presented on smaller screens. TV ads are not constrained by size and mobility because they have a captive audience that must sit through a commercial to get back to their programming. While it’s true that viewers can skip ads or change the channel, they are still a stationary audience and more likely to watch the advertisement since they are already committed to viewing.

On mobile and tablet, where the user is often on the go, advertisers must earn their attention, as echoed in the sentiments of Mark D’Arcy, Chief Creative Officer of Creative shop, “Great mobile video is not about demanding people’s attention, it’s about deserving it.” This prompted the social platform to come up with a way where video advertising can still occur, but in a more native, and non-grating manner.

A few brands have been quick to jump onboard. Absolut Vodka created an ad that catered to captioning and ran it in a Friday night time slot on Facebook’s news feed. The result was a success; Absolut saw a four-point lift in brand favourability at the conclusion of their campaign.

Although it’s still the “early days,” silent ads with captioning have shown an increase in viewing time by 12%. Facebook is encouraging brands to tell their stories in visually appealing and versatile ways, by making the most of typography, images, and great graphic design that can be as captivating without sound.

 

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