When it comes to developing a cross-channel strategy for your business, it’s crucial to take advantage of the incredible reach that social media platforms have. And with over 3 billion people on social media in 2021, it’s more important than ever to understand every platform.
We’ve got you covered with 100+ social media statistics, including a detailed look at up-and-coming apps such as TikTok and Clubhouse.
Table of Contents
Social Media Statistics
- There are over 3.7 billion people who use social media in 2021, up 5% from 2020 – that’s over 80 percent of internet users.
- On average, 2 million people sign up for social networks every day.
- The number of social media users is projected to increase to 4.41 billion by 2025.
- On average, users spend 2 hours and 22 minutes on social media every day.
- 50% of users record personal milestones on social media.
- The average internet user is the owner of 8.3 social media accounts, but many of these lie dormant.
- The most popular networks, ranked by the number of users, are Facebook, YouTube, WhatsApp, and Facebook Messenger.
- 94% of marketers use social media for content distribution.
- Social media ads saw an average CTR of 1.3% in Q2 2020, up from 1.2% in 2019.
- Social media advertising is used by 83% of marketers and ranked second in success behind search engine marketing.
- Posts and stories are the most effective types of influencer marketing.
- 3.78 billion social media users worldwide in 2021—a five percent increase from a year ago.
- 69% of marketers rely on social media to increase brand awareness, followed by increasing web traffic, growing an audience, and promoting content.
- 49% of social media users will unfollow a brand after experiencing poor customer service or receiving a low-quality product.
- YouTube and Facebook are the platforms most used for B2B research.

Facebook Statistics
- As of February 2021, Facebook is 17 years old.
- Facebook is home to 2.7 billion monthly active users.
- Facebook sees 3.4+ billion monthly visitors, 512 million of which are from the US.
- 69% of American adults are using Facebook.
- 57% of Facebook users are male.
- 32.4% of Facebook’s audience is between the ages of 25 and 34.
- Over 98% of users access the site from a mobile device.
- On average, users spend 58 minutes on the site each day.
- Facebook is the world’s third-most visited website and second-most downloaded app in the world.
- Facebook accounts for almost half (45%) of all social media visits each month.
- 96% of users use at least one other social media platform.
- A majority (95%) of Americans over the age of 12 are aware of Facebook and 63% use it.
- Facebook reported nine million active advertisers in Q2 of 2020, which accounted for 92% of total revenue.
- Facebook ad spend totaled more than $31 billion in 2020, up 5% from 2019.
- The average price for a Facebook ad decreased by 9% in Q3 2020.
- Facebook has an advertising audience of over 2 billion people.
- The average user clicks on 12 ads per month.
- On average, pages publish 1.5 posts per day.
- The average engagement on a post is .18%, and businesses with less than 100,000 ‘likes’ see a .52% engagement rate.
- 52% of Americans get their news from Facebook, making it the dominant social media news source.
- Almost half of users (47%) don’t trust Facebook to protect their privacy or data.
- 75% of high-income earners use Facebook.
- Over 9% of global users are women ages 18-24 and men ages 25-34. This is the largest demographic on the platform.
- There are now more than 10 million groups on Facebook and 1.4 billion people use Groups each month.
- In 2020, the most discussed moment on Facebook was the death of Kobe Bryant.
- 18% of adults have used Facebook to make a purchase.

Twitter Statistics
- As of March 2021, Twitter will be 15 years old. The first-ever tweet, from co-creator Jack Dorsey, read “just setting up my twttr.”
- Twitter is home to 187 million monetizable daily active users.
- The platform has 2 billion monthly global visitors, about 535 million of which come from the US.
- Of the 1.3 billion accounts on the platform, 44% were created and left without a single tweet.
- Close to 400 million accounts have no followers.
- Just 1 in 3 Twitter users is a woman.
- Twitter’s user base is expected to grow by just over 2% in 2021.
- 41% of Twitter users earn a household income of about $75,000.
- Usage increased by almost 10% in 2020.
- Just 5% of users say they use Twitter more than any other platform.
- Even if they don’t use it, 90% of Americans are familiar with Twitter.
- 500 million tweets are sent every day – that’s over 9,000 per second.
- The most popular hashtag in 2020 was “#COVID19,” followed by “#BlackLivesMatter.”
- Between May 26 and June 7, 2020, “#BlackLivesMatter” was used 3.7 million times per day.
- There were 7,000 tweets sent each day about TV shows and movies.
- Tweets about cooking increased by close to 300% in 2020.
- In the first weeks of pandemic restrictions, there were 500,000 tweets about cooking or baking each day.
- The average user tweets once per month; the most active users tweet 157 times per month.
- The most active Twitter users are more likely to be Democrats than Republicans.
- 17% of Americans get their news from Twitter.
- 3 in 4 B2B business marketers use Twitter.
- 85% of small businesses say providing customer service on Twitter is important.
- Companies who use Twitter for customer service see a 19% increase in customer satisfaction.
- 92% of companies send more than one tweet per day.
- 69% of users who follow a company have bought their product and 93% plan to do so.
- Twitter’s ad revenue is expected to reach $1.8 billion in 2021.
- Advertisers spent over $800 million on Twitter in the third quarter of 2020.
- Ad engagement on the platform is up 27% and cost per engagement is down 9%.
- Carousel ads saw a 15% increase in click-through rate than single-asset ads.
- The most-followed business on Twitter is The Ellen Show at a staggering 79.2 million followers.
- 42% of Twitter users have a college degree.
- 1 in 4 Twitter users has no college education.
- Twitter users are more likely to be affiliated with the Democratic party than the Republican.
- 65% of users are Democrats compared to 33% of users who are Republicans.
- 82% of B2B content marketers used Twitter for organic content marketing in the last year

Instagram Statistics
- 90% of marketers say Instagram is the most important social media platform for influencer marketing.
- Users are most active on weekdays between 9 a.m. and 4 p.m.
- Instagram has 1 billion monthly active users, and 500 million of them use Instagram Stories.
- 9% of Instagram users are on the platform over 5 hours each day.
- Over one-third of American adults have an Instagram account.
- 51% of users are male.
- Just 1% of Instagram members use only that social media platform.
- Instagram has 525 million monthly visitors, 96 million of which are based in the US.
- 84% of users would rather see photos than videos on Instagram.
- As of 2020, the most-liked photo on Instagram was of an egg with over 54 million likes.
- The ‘like’ button is pushed over 4 billion times per day.
- Including a location can boost engagement by 79%.
- Posts that use 9 hashtags see the most engagement.
- Including a hashtag will boost engagement by 13%.
- In 2020, the most popular hashtag was “#love,” followed by “#instagood,” “#photooftheday,” “#fashion,” and “#beautiful.”
- 90% of Instagram users follow at least one business.
- Over half of members use the Explore feature.
- 3 in 5 users have discovered a new product on Instagram.
- 4 out of 5 members use Instagram to decide if they want to purchase a product.
- Over 100 million photos are uploaded to the platform each day.
- Women are five times more likely to earn a ‘like’ than men.
- Influencers with less than 5,000 followers make an average of $114 per sponsored video, $100 per sponsored image, and $43 per sponsored story.
- Influencers with 30,000-500,000 followers make an average of $775 per sponsored video, $507 per sponsored image, and $210 per sponsored story.
- The global average CPC for an Instagram ad is $2.40, but can vary greatly.
- The average CPC in the US is $3.56.
- In 2020, Instagram had a potential ad reach of 1.1 billion.

LinkedIn Statistics
- LinkedIn is 18 years old as of 2021, making it the oldest social media network.
- LinkedIn has more than 740 million members in over 200 countries and territories.
- A majority of LinkedIn users (80%) are those driving business decisions.
- Worldwide, LinkedIn has 33 offices and 15,800 employees.
- 3 out of 5 LinkedIn users are between the ages of 25 and 34.
- The platform serves 24 languages.
- LinkedIn sees 200 million visitors each month, 71 million of which are based in the US.
- Over half of LinkedIn traffic comes from a mobile device.
- There are currently over 55 million companies and 14 million jobs listed on LinkedIn.
- 90,000 schools have a LinkedIn page.
- Altogether, members have listed 36,000 skills.
- 40 million people search for jobs on LinkedIn every week.
- Three members are hired via LinkedIn every minute.
- Remote job listings more than doubled between May and October of 2020.
- 15% of all job applications on the platform went to remote jobs in November of 2020.
- 40% of users change their title, job, or industry every four years.
- 73% of users trust LinkedIn to protect their privacy and data, making it the most trusted social media network in existence.
- 96% of B2B marketers use LinkedIn for organic content distribution and 83% for paid social. It is the most-used platform in both content distribution types.
- 80% of marketers say LinkedIn is the most effective platform for lead generation.
- There was a 60% increase in content creation in 2020.
- Posts with 1,900–2,000 words perform the best in terms of views and engagement on LinkedIn.
- Bill Gates wrote five of the ten most-read and engaged with articles in 2020.
- Content on the platform sees 15x more impressions than job postings.
- Posts with photographs see twice the engagment than those without.
- LinkedIn ads can reach up to 13% of the global population over the age of 13.
- Seeing an ad on LinkedIn can increase purchase intent by 33%.
- 80% of B2B content marketers use LinkedIn ads.
- Companies that post on a weekly basis see twice as much engagement as those who don’t.
- LinkedIn Livestream grew by 437% YoY in 2020.
- Conversations increased 48% YoY in Q2 2021.
- LinkedIn revenue grew 23% YoY in Q2 2021.

YouTube Statistics
- YouTube sees over 8.5 billion users each monthly, 1.6 billion of which are from the US.
- YouTube is the second-most visited website in the world and the second-most used social platform.
- There are over 2 billion logged-in users on YouTube, but because it’s possible to watch videos with no account, this underreports the number of users.
- ¾ of American adults use YouTube.
- 56% of users are male.
- The average user visits about 8 pages per day.
- There are over 1 billion hours of video watched each day.
- Users over the age of 18 spend over 40 minutes on the platform each day.
- 41% of view time happens on mobile.
- A majority (94%) of people using a streaming service on their television are watching a YouTube video.
- 4 in 5 parents with children under the age of 11 say their children watch YouTube videos.
- Over ¾ of Americans aged 13-35 use YouTube.
- YouTube is expected to earn $5.56 billion in ad revenue this year.
- Ads targeted by intent see a 100% lift in purchase intent.
- Views of videos with “home office” in the title increased by 210% in March of 2020.
- Videos about home workouts saw views increase by 515% in early 2020.
- 72% of adults reported using YouTube for fitness in 2020.
- Views of videos about sourdough bread increased by 458% during Covid-19.
- Users watched 100 billion hours worth of videos about gaming in 2020.
- There were 4x more videos related to Black Lives Matter in the first 10 days of June 2020 than there were in all of 2019.
- Over half of B2B decision-makers use YouTube for research.
- 70% of users have bought from a brand after seeing it on YouTube.
- Nike’s “Never Too Far Down | You Can’t Stop Us” was the top ad on YouTube in 2020.

Snapchat Statistics
- Snapchat has more than 229 million daily users worldwide.
- The US has the largest share of users at 101.4 million.
- More than 210 million snaps are created each day.
- Snapchat videos are viewed more than 10 billion times each day.
- It would take 10 years to view the photos saved on the app within the last hour.
- On average, users open the app over 20 times per day.
- Users most often use Snapchat to talk to friends, share photos, use filters, and send videos.
- 180 million users have used the app’s augmented reality feature.
- 48% of users are between the ages of 15 and 25.
- 69% of teens say they use Snapchat.
- 125 million users got their news from Snapchat in 2020.
- As of February 2021, the longest snap streak has lasted 2,033 days.
- Close to one million lenses have been created.
- Snapchat saw a revenue of $454 million in Q2 2020, up 17% YoY.
- The average revenue per user is $1.91.
- That revenue increases to $3.40 for users in North America.
- 33% of US marketers use Snapchat.

TikTok Statistics
- The original version of the app took just 200 days to develop.
- TikTok has been downloaded 2.6 billion times worldwide.
- In 2020, TikTok saw more downloads than any other social media platform.
- TikTok was downloaded 62 million times in January of 2021.
- It’s available in 154 countries and 75 languages.
- TikTok has an estimated 800,000 million active users.
- A majority of TikTok users are 18-24 years old.
- Over half (56%) of users are men.
- 32.5% of users are between the ages of 10 and 19; 29% are between 20 and 29.
- Investors valued the platform at $50 billion in 2020.
- Users spend an average of 52 minutes on the app each day. That number is even higher for those under 15, who spend 80 minutes on the app per day.
- TikTok is opened 8 times per day by an average user.
- Despite high usage rates, engagement rates are low, at just 29%.
- The highest earners on TikTok are Addison Rae ($5 million), Charli D’Amelio ($4 million), Dixie D’Amelio ($2.9 million), Loren Gray ($2.6 million), and Josh Richards ($1.5 million).
- 2 in 5 TikTok users come from families with household incomes higher than $100,000.

Clubhouse Statistics
- The number of registered Clubhouse users jumped from 2 million to 6 million between January and February 2021.
- Clubhouse has 2 million weekly users.
- The app was valued at $1 billion in February 2021. With this valuation, it is now considered a Unicorn startup. Other Unicorns include Uber and Airbnb.
- Over 180 organizations and venture capitalists have helped Clubhouse raise over $10 million.
- Clubhouse is the 5th-most popular app on the App Store and was downloaded 2.3 million times in January of 2021.
- One-third of downloads have occured since January 28, 2021.
- Clubhouse is available in 154 countries.
- As of February 2021, Clubhouse has just 9 employees.
- The app is home to notable public figures such as Elon Musk, Mark Zuckerburg, 21 Savage, and Drake.
- Users spend an average of 11-22 hours on the app every week.
Our team of experts is adept at developing cross-channel strategies that elevate your social media strategy to help you connect with customers both current and future. Reach out today to get started.