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May was a relatively light month in terms of new rollouts from our favorite social media dashboards.
Luckily, SEJ’s writers filled in the gaps with some great content on how to take your social media strategy to the next level.
Here are some of the latest updates in social media along with those tips and tricks.General
Whether you’re building a brand on social media, marketing a business event, or campaigning for a cause, you’re fighting everyone else for space — not just your immediate competitors. In today’s market, social media noise is a serious problem, hindering a company’s reach on the powerful marketing medium.
What’s more, today’s audience is constantly interrupted and have begun to show signs of ad aversion. SEJ writer Jessica Davis shares six organic strategies that will help you beat the social media noise.
Learn More: How You Can Rise Above the Social Media NoiseFacebook
Whether you’re in pursuit of new customers or trying to win back old customers, you’re almost always operating in a competitive space. This means you can’t rely on the same tired ad copy to break through the noise and resonate with your target market.
Deirdre Kelly lays out 10 ideas for refreshing your Facebook ad copy to stand out from the crowd.
Learn More: 10 Simple Ideas to Improve Your Tired Facebook Ad Copy
Facebook is rolling out support for AMP as part of its open source Instant Articles software development kit. The company’s new SDK will have an extension that allows publishers to create content in the Instant Articles, AMP, and Apple News format.
Facebook’s SDK will work by building AMP and Apple News pages with the same markup used to build Instant Articles. In addition, it will include the unique customization options offered by each publishing format.
Learn More: Google’s AMP (Accelerated Mobile Pages) Gains Support From Facebook
SEJ writer Susan Wenograd outlines everything you need to know about Facebook Ad Relevance Score.
Learn More: Everything You Need to Know About Facebook Ad Relevance ScoreInstagram
Do you feel like your Instagram strategy could use a refresh? Even if you’re happy with the results you’re seeing from your Instagram campaign, there’s always room for improvement.
SEJ writer Nathan Chan shares four Instagram marketing ideas to spruce up your feed and create an Instagram marketing strategy that connects, converts, and builds your brand. These tips will help your Instagram feed look better, drive higher engagement, and grow your followers.
Learn More: 4 Instagram Marketing Ideas for Higher Engagement & More FollowersSnapchat
Snapchat added the ability to create custom stories limited to specific friends, or to direct contacts and their friends within a geofenced area. These new custom stories otherwise operate just like regular Snapchat Stories but will disappear entirely if no one within the group adds any updates for 24 hours.
The custom Story feature is a good fit for special occasions, like birthdays or weddings, and can be set up either as a way to share across distances or as a means for getting people actually located in the same spot contributing to the same group Snap pool.
Learn More: Snapchat Now Lets you Create Custom Stories for Groups of Friends and FamilyTwitter
Twitter is expanding its emoji lineup to include “all the new emoji” (aka Emoji 5.0), designer Bryan Haggerty announced. With the update, Twitter users will have access to more inclusive emoji options for gender and skin tones. Fittingly for Twitter, the update also includes some of the sassiest icons that exist: the raised eyebrow, the hand giggling emoji, and — my personal favorite — the shush emoji.
Learn More: Twitter Gets the Magnificent Trio of Sass-Filled EmojiQuora
Quora is a Q&A site where anyone can ask a question and get answers. Some Google and Bing searches show Quora’s answers in the first search position. Quora is always growing and gaining more authority.
SEJ writer Will Robins explains why Quora is worth paying attention to, how you can use it to drive traffic to your site, build your authority on topics, and even get some SEO benefits.
Learn More: What is Quora and Why Should You Care?
Featured Image: Paulo Bobita
You're reading 9 Social Media Stories You Might Have Missed In May
What’s the latest in the social media world? Here are 10 social media updates you may have missed in March from Facebook, LinkedIn, Pinterest, Twitter, and YouTube.Facebook
Facebook’s tool to combat fake news is here. The social network is adding a red warning sign whenever users share disputed content. The disputed content alert appears directly below the link to the story.
Learn More: Facebook Adds Disputed Alert to Fight Fake News
Facebook’s algorithm is now rewarding posts that get more Reactions — whether it’s Love, Haha, Wow, Sad, or Angry — with more visibility in users’ News Feeds. Getting more Reactions (all five are weighted equally) will give your content a slight edge in the News Feed rankings.
Learn More: Facebook Reactions Now More Important Than LikesLinkedIn
New photo editing tools are now available in LinkedIn’s mobile app. After you upload your photo, you can zoom in on your face and crop it to your liking. Then you can choose to manually adjust the color settings or apply one of LinkedIn’s six new photo filters.
Learn More: LinkedIn Adds 6 New Profile Picture FiltersPinterest
Learn More: How to Leverage Pinterest’s Expanded Search Ads
Pinterest is bringing visual search to its Chrome browser extension. The new feature lets you search for images anywhere you go online. You never have to type in a search query or visit Pinterest to do it.
Learn More: Visual Search Comes to Pinterest Browser ExtensionTwitter
Twitter made big changes to tweet replies. Whenever you reply to an individual or a group of Twitter users, the user names of those people won’t subtract from your tweet’s 140 character count. Twitter also changed the appearance of replies.
Learn More: Twitter Unveils a New Look for Replies
Twitter introduced some new features that will let you filter out more notifications and content you don’t want to see. When Twitter identifies an account engaging in abusive behavior, the platform will limit them so only their followers can see their tweets.
Learn More: Twitter Adds New Filters to Mute Content, Notifications
Twitter is considering offering a paid version of Tweetdeck. The premium version would be geared toward marketers, brands, and other power users. Twitter is surveying users to gauge interest about potential features and pricing.
Learn More: Twitter to Offer Paid Version of Tweetdeck?YouTube
Facebook native videos get more shares and interactions than YouTube videos and other video formats, according to a new study. Social analytics provider Quintly analyzed 167,000 Facebook profiles and 6.2 million posts from July 1 to Dec. 31, 2023. Quintly looked at pages with less than 1,000 followers to more than 10 million.
Learn More: YouTube Videos Losing to Facebook Native Videos
As of May 2, you will no longer be able to add new YouTube annotations to your videos or edit existing annotations. If you have any existing annotations, they will continue to be shown to people who watch videos on a desktop device. You’ll also be able to delete annotations if desired.
Learn More: YouTube Discontinues Annotations Editor
Featured Image: Paulo Bobita
LinkedIn Image: LinkedIn
Twitter Image: Twitter
Google alerts is a free tool to monitor mentions of your brand anywhere on the web. You can setup alerts for various queries – your brand name, competitors, industry specific keywords etc. and Google Alerts will send you emails notifying you whenever any of these keywords you specified was mentioned online.Mention
￼Mention allows you to monitor, in real-time, any mentions of your brand, not just on social￼networks, but anywhere on the web. Like Hootsuite, it also allows you to connect your social accounts (Twitter, Facebook, etc.) to your alerts and react instantly from within the application ￼itself.Brandwatch
￼Brandwatch is a social media listening and analytics solution that helps you discover the conversations around your brand on the web and turn data insights into actionable business decisions.Meltwater
￼Meltwater is a media monitoring and media intelligence platform. It monitors your media content ￼from all over the web, scans billions of conversations and helps you filter out what’s relevant and important, with meaningful metrics.Do not ignore/delete Respond ASAP Apologize first & acknowledge the error Ask for more info, where required
Sometimes, frustrated customers may not give all the info that may be required to help sort out the issue. In such cases, it is best to politely request them for the info and, where possible, also tell them why this info is required to help quickly resolve the issue.Be transparent
As a brand, it is important to be absolutely transparent and not make it seem to the customer that the brand is trying to cover up for the errorGive an explanation, where required
If there is a genuine reason for the issue, do not hesitate to communicate the same to the customer. However, ensure that the explanation is succinct and to the point. Irate customers are definitely not in the frame of mind to read stories.￼￼￼￼￼￼Be absolutely honest – it pays Reassure them
For issues that might take a while to get resolved, it is best to notify them of action being taken as well as be proactive in giving them constant updates of the progress. This would help reassure them that their issue is being looked into and will definitely get resolved in due course.Offer an incentive, where applicable
One of the best ways to quickly turn an unhappy customer to a happy one is to offer an incentive. For ecommerce businesses, for example, this could be a coupon code for their next purchase, a reduction in price on the current one or even a complete waiver of the cost, where the situation seems appropriate.Go private, if necessary Keep your cool – Be polite at all times
Irritated customers may get emotional and be downright rude, but it is imperative that you as a brand representative, must keep your cool, not take things personally and reply with an absolutely calm state of mind.Update and close Avoid canned, template-like responses
￼Canned template-like responses, like a standard “Thank you for your feedback. We really appreciate your effort”, take away the brand’s human side and do not build a relationship with the customer. These are best avoided.Personalize
The response to every positive review must be personalized – addressing the customer by their name is a bare minimum. The more personalized the response is the more elated the customer would feel and this increases the chances of not only turning them into loyal customers but also evangelists for the brand.Encourage them to visit again
Always encourage your customers to come back and bring their friends along as well. This helps build a long-term relationship with the customer.Relay the feedback
If the review mentions names of staff the customer was particularly impressed with, do mention to them that you will relay the feedback to staff member concerned. And do actually relay the feedback – you will make the staff member’s day as well!Request reviews on other platforms
Where applicable, it might make sense to request the customer to leave a review on other platforms as well. For example, for the hospitality sector this could be Zomato or TripAdvisor while for local businesses, it could be a review on the Google Local Business page.Leverage the feedback
Positive customer feedback can be showcased as testimonials on your website as well as promoted across your social media channels. This is the best way to leverage these reviews and make the most of them to help build consumer trust in your brand.Social media response management metrics
Here are the key metrics you and your social media response management team should be measuring to help you measure the effectiveness of your efforts:Average First Response Time Average Time to Resolution Average number of replies to resolution
This is the total number of interaction it takes to resolve the issue. This number should ideally be one. However, this is seldom the case and the average tends to be a lot of higher.
In order to run a successful social media campaign, your offline activity matters as much as your online activity.
Whilst businesses find it relatively easy to set up social media channels, they struggle with the next step, attracting followers. And it’s not just small businesses that find it a challenge. Even major brand names have Facebook and Twitter pages that struggle to get their fan numbers beyond double figures! In this, the first in a series of posts, I’ll explain some practical approaches to gain more interaction on you social channels.
Before you embark on a social media campaign, you need to ensure your offline marketing is an integral part of that campaign.
The first step is ensure your social media references are simple, memorable and easy to pronounce e.g. on radio and TV. There will usually be a time lag between a customer seeing a reference to your social media channel on an ad and then acting on it. By simplifying addresses, they are more likely to remember. For example, when I was working with the IDM recently at an event to promote courses I run we used these simple offline signposts:
Use memorable hashtags: #IDMBootcamp
The next step is to create an audit of all your offline marketing in order to ensure your social media presence is ubiquitous:
Advertising material: Pull up banners, posters and stands that are used at trade events
Product packaging as well as point of sale material
Here a hashtag painted on the grass of a football field. You don’t even need to see the twitter logo. The hashtag gives it away.
Think outside the box
So far we’ve covered the obvious places where you need to mention your social media channels. But you can also be creative. Think about all the places where you interact offline with customers and how you can attract their attention. Here are a couple of other examples to give you inspiration:
Have a Twitter wall at your live customer event: Twitter walls are low maintenance, low cost way to publicise your social media channels. All you need is a large screen and a trending hashtag around your event. The screen both encourages delegates to interact as well as publicising your online presence in the process. The interaction will continue long after the event is over. You can also use Twitter walls in other scenarios e.g. Restaurants. When patrons see other customers orders appearing on a twitter screen, they will want to use the service too.
If you have a store, use digital displays to highlight the products your audience are talking about: C&A Brazil embedded Facebook likes into their clothes hangars. Whenever someone ‘Likes’ a piece of clothing on C&A Brazil’s online store, the Facebook thumbs-up is then tallied on a screen embedded in clothes hangers on the shop’s physical racks.
Whilst it’s clear your offline channels will help promote your social media activity, the main benefit is that you’ll make your customer experience more interactive, easier and ultimately more fun in the process!
In the article I’ll look at how to integrate your offline social campaigns by ensuring customer facing staff are briefed on your social media activity.
There’s no denying it: Social media has become an integral part of our lives.
Whether for business or pleasure, many of us use social media in some regard every day.
But with the rise of so many social platforms and the constant stream of new features, it can be hard to keep track of the social media industry and the various trends.
So, without further ado, here are 134 social media statistics you should know in 2023.General Social Media Statistics Social Media Statistics Worldwide
1. There are 4.8 billion social media users worldwide, representing 59.9% of the global population and 92.7% of all internet users.
2. There were 150 million new social media users between April 2023 and April 2023 – a 3.2% increase year-over-year. If we break those numbers down, it equals approximately 410,000 new social users every day – and 4.7 every second.
3. People use an average of 6.6 different social networks each month.
4. The average time spent on social media daily is 2 hours and 24 minutes.
5. If we add it all together, the world collectively spends 11.5 billion hours on social media platforms daily.
6. TikTok is the most popular social platform in terms of time spent. On average, global users with an Android device spend 31 hours and 32 minutes on TikTok monthly.
7. As of April 2023, the top most used social media platforms, ranked by global active users, were Facebook, YouTube, WhatsApp, Instagram, and WeChat.
Source.Social Media By Age Group Statistics
8. 54% of teenagers in the U.S. say it would be hard to give up social media.
9. In terms of usage, social media is most popular with users between the ages of 18 and 29.
10. Across all age groups, social media users cite “friends & family” as their primary reason for using social media.
Source. Source.Social Media Statistics For Business
12. 44% of internet users aged 16 to 64 use social media as a primary source of information when they’re researching brands.
18. 81% of organizations use social media to raise brand awareness.
19. 71% of B2C organizations will engage in influencer marketing in 2023.
20. 33.64% of organizations have a social listening program.
21. 62% of organizations with social listening programs use them to understand their audiences better.
22. TikTok’s usage among businesses has increased 46.98% year-over-year, making it the fastest-growing channel among businesses.
23. 42.62% of organizations plan to increase their social media budget in 2023.
24. On average, 32% of the total marketing budget will be invested in social media this year.
25. 72.8% of internet users use social media for brand research.
Source. Source. Source. Source.Social Media And Mental Health Statistics
26. Around 32% of teenagers in the U.S. say social media has had a negative impact on people their age – though only 9% believe this applies to themselves.
27. However, most teenagers say social media has had neither a positive nor negative effect on themselves (59%) or others (45%).
Source.Instagram Statistics Instagram Usage Statistics
28. Instagram has 2 billion monthly active users.
29. The number of Instagram users is predicted to grow by 4.7% in 2023.
31. The average Android user spends 12 hours and 30 minutes in the Instagram app per month.
Source. Source. Source. Source.Instagram Demographics Statistics
32. 49.4% of global Instagram users are female, and 50.6% are male.
Ranking Country Number of active users (in millions) 1 India 326.6M+ 2 U.S. 168.6M+ 3 Brazil 132.6M+ 4 Indonesia 106.0M+ 5 Turkey 56.4M+ 6 Japan 54.7M+ 7 Mexico 43.8M+ 8 Germany 33.8M+ 9 UK 33.5M+ 10 Italy 30.3M+
Source.Instagram Business Statistics
34. Advertisers can reach 1.628 billion users on Instagram in 2023.
36. The average engagement rate for business accounts is 0.71%.
Source.Instagram Engagement Statistics
37. The engagement rate by account followers on Instagram is 0.6% across all industries.
38. Reels perform better than any other content type on Instagram, with 2X the average engagement rate of other formats at 0.93%.
Source.Facebook Statistics Facebook Usage Statistics
39. There are 2.989 billion monthly active Facebook users, representing 57.2% of all internet users.
40. A total of 2.037 billion people use Facebook every day – that’s 68% of all monthly active users (MAUs).
41. In the past 12 months, the number of Facebook users has grown by 53 million people.
43. The average Android user spends 18 hours and 17 minutes in the Facebook app each month.
Source. Source. Source.Facebook Demographics Statistics
44. 43.2% of Facebook’s global users are female.
45. 56.8% of Facebook’s global users are male.
Ranking Country Number of active users (in millions) 1 India 369.9M+ 2 U.S. 186.4M+ 3 Indonesia 135.1M+ 4 Brazil 114.2M+ 5 Mexico 93.3M+ 6 Philippines 91.9M+ 7 Vietnam 75.6M+ 8 Bangladesh 54.2M+ 9 Thailand 51.6M+ 10 Egypt 47.0M+
Source.Facebook Business Statistics
49. The global average revenue per user (ARPU) on Facebook reached $9.62 USD in April 2023.
50. In the past year, reported Facebook ad reach has grown by 5.0% or 108 million users.
Source. Source.Facebook Engagement Statistics
51. The engagement rate by account followers on Facebook is 0.15% across all industries.
52. Video post types are the most engaging on Facebook, with an average engagement rate of 0.17%
Source.Twitter Statistics Twitter Usage Statistics
53. Twitter has 353.9 million monthly active users (MAUs) in 2023.
54. Advertising data from Twitter suggests that approximately 4.6% of the global population uses Twitter.
55. The average Android user spends 4 hours and 48 minutes in the Twitter app each month.
Source. Source. Source. Source.Twitter Demographics Statistics
57. Female users account for 35.7% of global Twitter users.
58. 64.3% of Twitter users worldwide are male.
Ranking Country Number of active users (in millions) 1 U.S. 64.9M+ 2 Japan 51.8M+ 3 Brazil 16.6M+ 4 UK 16.1M+ 5 India 15.0M+ 6 Indonesia 14.8M+ 7 Turkey 13.8M+ 8 Mexico 11.8M+ 9 Saudi Arabia 11.4M+ 10 France 9.5M+
Source.Twitter Business Statistics
60. Advertisers can reach a potential of 372.9 million people on Twitter – or 7.2% of total internet users.
61. In the past year, reported ad reach on Twitter has decreased by 19.8% or 92 million fewer users.
62. The arts & crafts industry is the most engaging business type on Twitter.
Source. Source.Twitter Engagement Statistics
63. The engagement rate by account followers on Twitter is 0.05% across all industries.
64. The engagement rate for videos on Twitter is 0.17%.
Source.YouTube Statistics YouTube Usage Statistics
65. YouTube has at least 2.5 billion monthly active users (MAUs) in 2023.
66. More than 500 hours of video are uploaded to YouTube every minute.
67. YouTube viewers watch over 1 billion hours of video each day.
68. The average Android user spends 27 hours and 19 minutes on the YouTube app each month.
69. 70% of viewers become aware of new brands because of YouTube.
70. Viewers are twice as likely to buy something because they saw it on YouTube.
Source. Source. Source. Source. Source.YouTube Demographic Statistics
71. YouTube is used by 95% of teenagers.
72. Women represent 45.6% of YouTube’s global user base.
73. Men account for 54.4% of global YouTube users.
Ranking Country Number of active users (in millions) 1 India 467.0M+ 2 U.S. 246.0M+ 3 Brazil 142.0M+ 4 Indonesia 139.0M+ 5 Mexico 81.8M+ 6 Japan 78.4M+ 7 Pakistan 71.7M+ 8 Germany 70.9M+ 9 Vietnam 63.0M+ 10 Turkey 57.9M+
Source. Source.YouTube Business Statistics
75. Advertisers can reach a potential 2.53 billion people on YouTube, representing 48.8% of total internet users.
76. In the past year, reported ad reach on YouTube has decreased by 1.4%, meaning marketers can now reach 35 million fewer people on the platform.
Source.YouTube Engagement Statistics
77. In 2023, the average engagement rate for a YouTube video is 0.36%.
Source.Pinterest Statistics Pinterest Usage Statistics
78. Pinterest has 463 million monthly active users (MAUs) in April 2023.
79. In the months leading up to April 2023, the number of people using Pinterest each month increased by about 13 million.
80. In the past year, Pinterest’s user base has grown by 30 million people – a 6.9% increase.
81. 79.5% of Pinterest’s user base is female.
82. Males account for 17.6% of Pinterest users.
83. 2.9% of Pinterest users are of “unspecified” gender.
84. 81.9 million Pinterest users are between the ages of 25 and 34, making it the most heavily represented age bracket.
85. 45% of people in the U.S. with a household income exceeding $100,000 per year use Pinterest.
86. 85% of Pinterest users say they go to Pinterest to start a new project.
Ranking Country Number of active users (in millions) 1 U.S. 90.1M+ 2 Brazil 34.2M+ 3 Mexico 23.6M+ 4 Germany 16.8M+ 5 France 12.7M+ 6 UK 10.1M+ 7 Canada 9.7M+ 8 Italy 9.5M+ 9 Spain 8.1M+ 10 Colombia 7.4M+
Source. Source.Pinterest Business Statistics
88. Pinterest offers 2.3X more efficient cost per conversion and 2X higher returns for retail brands on ad spend.
89. 55% of Pinterest users see the platform as a place to make purchases.
90. Advertisers can reach a potential 282.5 million people on Pinterest, representing 5.5% of total internet users.
91. In the past year, Pinterest has seen a 20.2% increase in reported ad reach – or an additional 48 million people.
92. 80% of weekly users say they’ve discovered a new brand or product on Pinterest.
Source. Source. Source. Source.LinkedIn Statistics LinkedIn Usage Statistics
93. LinkedIn has more than 930 million members in over 200 countries, with more than 224 million in the U.S. alone.
94. 117 job applications are submitted per second, and eight people are hired every minute on LinkedIn.
95. 61 million people use LinkedIn to search for jobs every week.
96. Over 63 million companies are listed on LinkedIn.
97. Women make up 43.2% of LinkedIn’s global user base.
98. Men comprise 56.8% of LinkedIn’s global user base.
99. 520 million LinkedIn users are between the ages of 25 and 34, making it the largest age group on the platform.
Ranking Country Number of registered “members” (in millions) 1 U.S. 200.0M+ 2 India 100.0M+ 3 Brazil 62.0M+ 4 China 60.0M+ 5 UK 36.0M+ 6 France 27.0M+ 7 Indonesia 23.0M+ 8 Canada 22.0M+ 9 Mexico 20.0M+ 10 Italy 18.0M+
Source.LinkedIn Business Statistics
101. LinkedIn has seen an 8% increase in revenue year-over-year.
102. Marketers can reach a potential 922.3 million people on LinkedIn, representing 17.8% of total internet users.
103. LinkedIn’s reported ad reach in the past year has grown by 11.4% or 94 million people.
Source. Source.LinkedIn Engagement Statistics
106. Video has the highest engagement rate on LinkedIn, at 5.11%.
Source.Snapchat Statistics Snapchat Usage Statistics
107. Snapchat has 750 million monthly active users (MAUs).
108. In Q1 of 2023, the daily active users (DAUs) of Snapchat had grown to 383 million – a 2.1% increase month-over-month.
109. The average Android user spends 3 hours and 17 minutes using the Snapchat app each month.
110. The number of Snapchat users is predicted to grow by 6.4% in 2023.
111. Over 2 million users have subscribed to Snapchat+.
Source. Source. Source. Source. Source.Snapchat Demographic Statistics
112. 50.6% of all Snapchat users are female.
113. 48.7% of all Snapchat users are male.
Ranking Country Number of active users (in millions) 1 India 182.4M+ 2 U.S. 108.8M+ 3 Pakistan 26.4M+ 4 France 25.9M+ 5 UK 23.2M+ 6 Saudi Arabia 21.8M+ 7 Germany 18.7M+ 8 Mexico 17.2M+ 9 Iraq 16.8M+ 10 Egypt 15.7M+
Source.Snapchat Business Statistics
115. Snapchat earned $4.6 billion in revenue in 2023, an increase of 12%.
116. In Q4, 17 content partners reached over 50 million users globally.
117. Advertisers can reach a potential 654.4 million people on Snapchat, representing 12.6% of total internet users.
118. In the past year, Snapchat saw an 11% increase in reported ad reach – or an increase of 65 million people.
Source. Source.TikTok Statistics TikTok Usage Statistics
119. TikTok has over 1.6 billion global active users.
121. TikTok users are predicted to grow by 11.6% in 2023.
Source. Source. Source.TikTok Demographic Statistics
122. About 67% of teenagers say they use TikTok – and 16% say they use it constantly.
123. 53.4% of TikTok’s global user base is female.
124. 46.6% of TikTok’s global users are male.
125. 419.9 million TikTok users are between the ages of 18 and 24, making it the largest age group among TikTok’s audience.
Ranking Country Number of active users (in millions) 1 U.S. 116.5M+ 2 Indonesia 113.0M+ 3 Brazil 84.1M+ 4 Mexico 62.4M+ 5 The Russian Federation 51.2M+ 6 Vietnam 50.6M+ 7 Philippines 41.4M+ 8 Thailand 41.1M+ 9 Turkey 31.0M+ 10 Saudi Arabia 28.4M+
Source. Source.TikTok Business Statistics
127. Ads that are highly entertaining result in 15% higher purchase intent.
128. 41% of TikTok users are likelier to purchase if TikTok ad content lifts their spirits.
129. 65% of TikTok users rely on TikTok content creators and online reviewers to make purchasing decisions.
130. Advertisers can reach a potential audience of 1.09 billion people on TikTok, representing 21.1% of total internet users.
131. In the past year, TikTok has seen a 12.6% increase in reported ad reach – equal to about 122 million people.
Source. Source.TikTok Engagement Statistics
132. The engagement rate by account followers on TikTok is 4.25% across all industries.
133. 92% of TikTok users have taken off-platform action due to TikTok content eliciting a positive emotion.
Is it a knockout or a points decision?
According to a report produced by Royal Pingdom, Internet 2011 in numbers, there were more than 2.2bn email users in 2011 and 3.4bn email accounts, this figure growing by 500m. According to Radicati, this number is expected to grow to 4.1bn by the end of 2023.
There is always a tendency when new technologies come along to throw out the old in favour of the new. Email is often seen as out of date and its value diminished by the exciting opportunities that social media appears to open up.
Of course it’s essential to build in emerging channels to our marketing strategies to keep us in contact with our growing audiences but as its true that marketing cannot rely on digital alone, so it is that we need to ensure we are maximising all channels we have at our disposal. And while social is a constantly changing environment, email remains a core feature in our everyday lives and has proved its effectively time and time again.
While social media can be great for raising a brand’s profile, most consumers still respond better to offers made in an email. In this sense, social media is the tool that acts to warm up the audience with email coming in to close the deal.
Like anything, email must evolve to remain relevant and we have already started to see some more social elements in its functionality. However most of us would be hard pushed to imagine a world where we carry out our business transactions through Facebook Messenger or MSN chat or request our bank statements be IM’d to us each month.
Abi Clowes, Head of Marketing at Pure360 says “As a marketer I see social as another channel to send messages through – no different to mobile or email, it’s great that it expands our reach and allows us to target the person not just the title or consumer. As Pure360, we are seeing huge growth in the number of emails sent out each month, certainly not a decline. We’re talking 3 billion emails being sent a year. In addition we’ve taking steps to better integrate email and social campaigns so people can send their messages regardless of channel.”
Dave Choplin, Head of Microsoft’s Envisoneers team agrees,
“I think that email is dead when it comes to social media in the same way that snail mail was dead when it came to email. Time and again, it’s always the same thing. Enter the bright shiny new technology stage right, therefore old boring technology must exit stage left.
When all we had was email we would use email for everything.
Now we’ve got this wonderful selection of different kinds of communication. What’s nice is that our email starts to be for those communications that do truly need the kind of functionality that email offers.
The key thing for me is to dispel the myth that a lot of social media ‘luvvies’ would have you believe, that email is dead. Everything has its place and it’s really understanding which is the right tool for the job.”
If you’re looking for some clear and helpful guidance to maximise on the success of our email marketing, check out our Email Best Practice Guide as well as our Podcast Episode 43 where we talk to Sean Duffy, Principal Email Marketing Consultant for Emailcenter.
To answer the question we posed at the start of this post, Hostpapa has created an interesting infographic comparing email and social across 5 major success factors; Benefits, Growth, Usage, Reach and Features with an interesting, but maybe not unexpected result.
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