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Are your paid social campaigns generating the results you want?

On October 7, I moderated a sponsored Search Engine Journal webinar presented by Garrett Mehrguth, CEO at Directive Consulting.

Here’s a recap of the webinar presentation.

Directive has been testing and researching paid social for software companies and B2B organizations to gain insights into this topic. Mehrguth walked us through some of the company’s findings and outlined the tactics that have worked for publicly traded and mid-market organizations.

The Dilemma Performance Marketers Face Search Intent and Google Ads Lack of Firmographics

To explain this concept, let’s say Directive wants to be a paid media agency, and they found that 100 people search for “paid media agency.”

However, Directive only wants to serve SaaS companies with larger budgets.

Therefore, Mehrguth wants to make sure his team talks only to prospects with at least 100 employees or $25 million in funding. That’s something Google can do.

Broadening your targeting reduces the lead quality

Increasing the focus on lead quality reduces the volume

Downloadable assets are another option. You can go on LinkedIn and offer a digital download like the “Ultimate Guide to B2B Demand Generation,” for example.

The real problem begins when sales development takes your budget because they can buy that same lead for 75 cents from ZoomInfo.

There’s no difference between the intent you got from an asset download and their attempt to buy it directly from the data provider.

But MQLs don’t turn into revenue. So, you’re in this dilemma – why pay for a lead with no intent?

Testing This Hypothesis

What if you gave some of your budgets back to the prospects instead of the platforms?

When you say you’re going to spend $10,000 on LinkedIn, you’ll spend all of it on the platform.

What if you use $10,000 to move an objective away from LinkedIn?

Here are some concepts for you to think about:

What if you focus more on activation instead of acquisition?

What if you focus more on getting prospects to take action?

What if you use most of that $10,000 for the offer instead of just ad delivery?

That’s what Directive did. And that’s what completely changed their business center clients. You can start to see the differences in ROI, where these efficiencies lie, and what the keys are.

To have the confidence to do a gift card, you need to improve your financial modeling – make a business case that shows spending $100 to get someone to take a sales meeting is cheaper than not paying.

Prove to your board, your CMO, your executive team that spending on gift cards will save money. Here are the different ways to do this:

Template 1: LTV:CAC Sheet

Then, build hypotheses and calculate the cost per demo. What would happen if you were able to get people directly to a demo?

In addition, the board will know how much money they’re going to be leaving on the table if they don’t give you more budget and why.

Template 2: ROI Forecast For SaaS

Many marketers today make the mistake of not predicting the future and tying that to real hard dollars. Whether your agency or in-house marketer, modeling out the future and demonstrating its value is essential.

Template 3: Budget Approval Sheet

As you send it to your team and they propose marketing ideas, they can model it out, too, and see the financial side of it. So, it’s an essential tool for getting more organization out of your team.

Conversation Ads Total Addressable Market (TAM)

Using LinkedIn, you can get an idea of your TAM by utilizing a combination of company names, sizes, industries, job titles, and seniorities.

Audience Segmentation

You can separate your TAM by tier and job title. From here, drill down even further within states, industries, etc. This allows you to craft an ultra-specific message for your chosen target audience.

It also allows you to track performance for each segment, giving your team more insight into which segments are generating the most favorable returns.

Using UVPs and Offers in Ad Copy

When using a gift card, use your copy to draw focus to your unique value proposition and the monetary gift card offer to entice the prospect and prompt them to take action. The incentive here is essential. Here’s an example:

As you can see in the copy, the unique value proposition is the company’s strict focus on software and their offer of a $105 gift card which entices the prospect to take action.

Using a gift card gives the user immediate value while allowing you to get your foot in the door. You can then ask an even more qualifying question before booking the meeting.

Single Persona Campaigns

Utilizing Single Persona Campaigns allows you to maximize the potential of your offer by speaking to each persona separately.

You can also utilize the demographic reports within LinkedIn and specifically see what segments are performing the best.

You can then segment even further, craft an ultra-personalized message, and bid more aggressively to get in front of prospects as often as possible.

How To Target B2B On Facebook

Target hundreds of millions of business users on Facebook and Instagram by driving high-quality traffic and conversions with 100+ B2B targeting filters, including title, industry, company size, and technology used.

Creative Is Everything

Retargeting + Internet Computer (ICP)

One of the biggest struggles in retargeting for SaaS is not filtering your lists with firmographic data but relying on behavioral data alone.

What you can do now is use these firmographics and start to enrich your retargeting.

Only go after the specific types of buyers who fit your targeting, and you’ll get way more efficient with your spending.

Key Takeaways

Step one: Build out your Total Addressable Market (TAM) and manually verify every account.

Step two: Create an offer that’s so good that you can easily book a sales meeting on the platform.

Step three: Perform financial modeling to prove that you can afford the offer. The offer saves your organization money by improving the product/service lifecycle at manage-like stage percentages. Activation is more important.

Outstanding creatives make all the difference.

Facebook works. It can be powerful for your business.

Download Directive’s Templates here:

LTV:CAC Channel & Tactic Comparison

ROI Forecast Template

Model for Financial Approval

Connect Directive’s community on Slack.

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How To Increase Social Media Engagement: A Guide For Marketers

You should be treating social media engagement like a dinner party, welcoming people and encouraging conversation between the host and the guests.

For modern brands with an online presence, strong social media engagement is a sign that you’re making an impact in the market.

It’s not just about looking popular: it’s about making meaningful connections with current and future customers, which will serve to boost your brand (and ROI) both on and offline.

Read on for the ultimate guide to building, managing, and measuring social media engagement and all its business benefits.

Bonus: Use our free engagement rate calculator to find out your engagement rate 4 ways fast. Calculate it on a post-by-post basis or for an entire campaign — for any social network.

What is social media engagement?

Of course you want to rack up your followers, but ultimately, the greatest measure of social media success is an engaged audience, not just a big one.

As a business, it’s quality, not just quantity, that you should be striving for.

Imagine you threw a party, and tons of people showed up, but they all just sat there silently. No small talk, no dancing, no conversations, no questionable drinking games. Was the party really a success? The RSVP list looks good, sure, but did your guests have fun? Do they like your dip?

Activity and engagement is crucial for every social platform to build a positive brand experience, and develop meaningful relationships with new and potential future customers.

Social media engagement is measured by a range of metrics that could include the following:

Shares or retweets

Comments

Likes

Followers and audience growth

Mentions (either tagged or untagged)

Using branded hashtags

Basically, social media engagement is growing anytime someone interacts with your account and can be calculated in a variety of ways. Check out our complete list of social media metrics, and how to track them, here.

How to increase social media engagement

While you could just cross your fingers and hope that your followers just start spontaneously getting chatty, chances are, they may need a little encouragement.

Luckily, there are plenty of tricks of the trade to boost that engagement and get this virtual party bumpin’.

First, analyze your engagement

It’s hard to measure your growth if you don’t know where you’re starting from.

Then make sure to keep tracking regularly so that you catch jumps or dips in engagement that can give you valuable clues about what’s working (or, just as importantly, what’s not).

These tools for social media analytics can help you save time getting started.

Select your strategy

Of course, there’s no one-size-fits-all solution. Since every company’s business goals are different, every company’s social media strategy will be too.

Domino’s Pizza and Tiffany and Co. are going to have very different motivations for their engagement, and that will drive the content they put out there.

Domino’s is trying to create a young, fun, and weird brand voice, while Tiffany aims to educate about its rich design history: their tweets are both engaging in their own ways.

(Source: Dominos Twitter, Tiffany and Co Twitter)

Depending on what suits your brand and what your business has to offer, your social media engagement goals might include:

Changing public perception of your brand

Collecting feedback about new products

Know your audience

It’s hard to get people engaged if you don’t actually know who you’re talking to.

The sort of language, tone, and resources that resonate are likely going to be different for a skateboarding company versus a gardening supply shop. (Save for any gnarly grinding grannies out there.)

Check out our guide to conducting audience research to learn everything you need to know about your target market.

Knowing your audience will also help you determine:

What social media sites to be on

When to publish

Type of content

Brand voice

Create and share valuable content

Now that you know who is following you and why you want to reach them you’re ready for the important third ‘W’: what the heck do I tell them.

Content that is helpful to the audience, that addresses their needs and pain points, is critical. Think “conversation” not “broadcast.”

If you’re just talking about how great your brand is, or what you have for sale, it’s going to be harder to connect.

For a t-shirt company, posting pics of your latest design will only get you so far; posting fashion tips for how to dress up a t-shirt to wear to a wedding, on the other hand, is offering unique service and wisdom to help your fans out. (And daring your followers to share their own “wedding tee stories”? Even better.)

In this Sephora post, the cosmetics company didn’t just brag about their mask selection, they made a game of asking their followers to choose their faves with a #wouldyourather tag.

Time for a little game! #WouldYouRather use a clay or gel mask during the hot, summer months? Comment 👇Clay masks:…

Posted by SEPHORA on Thursday, June 25, 2023

In terms of format, it’s helpful to understand which kind of content is best for each platform: artful images for Instagram, longer text posts or videos for Facebook, and so on.

That being said, don’t be afraid to get creative with these post ideas:

Contests

Asking questions

Polls

Encouraging your audience to ask you questions (try an “Ask Me Anything” session)

Test their knowledge

Media upload contests

Animated gifs

Spotlighting customers

Custom stickers or filters for Instagram Stories

Overall, the best way to figure out what content is working is to watch and learn. Be a content scientist (another hat, cute!). Experiment, observe the reaction, tweak and repeat.

Stay topical

Not sure what to chat about on any given day? Just join a conversation that’s already happening. Commenting on current events and trends in a way that ties in your brand is an opportunity to instantly connect with an audience in a timely way.

Trending pop culture (remember the spring of Tiger King?), big sporting events, holidays, or viral memes can all be great excuses for a post.

— Charmin (@Charmin) February 24, 2013

Keep the conversation flowing

Some may think of conversation as an art, but in some ways, it’s really more of a sport: volleying attention and questions back and forth.

Online, you need that give and take, too. It’s important for brands to practice both reactive engagement and proactive engagement.

When you’re proactive, you’re the one sparking conversation with people who may be talking about you, but haven’t necessarily sent messages to you directly. Maybe they’ve mentioned you with a misspelled brand name (“I love La Croy!”), or a common, unofficial nickname (“can i pls marry a McD’s breakfast sandwich”). Either way, this is an opportunity to reach out and say hey.

If HBO has a search on for both #GameofThrones and #GameofThornes, they’ll be able to catch chatter even from fans (or, ahem, global media conglomerates) who are too excited to spell check.

Who would you choose as a roommate?

• Tyrion, but he never pays rent

• Jamie, but Cersei has a spare key

• Hodor, but he never closes the bathroom door

• Jon Snow, but he knows everything #GameOfThornes

— Disney+ Hotstar Premium (@DisneyPlusHSP) March 17, 2023

To track those indirect mentions, just set up search streams on your Hootsuite dashboard so you don’t miss a chance to keep the conversation going.

Show your human sign

It’s way more tempting to engage with a brand when you think there’s a real person on the other end. And there is! (…Right?) So don’t hide it.

A lot of brands encourage their social team to personally sign-off on their posts. If you’re particularly charming, you may even find yourself with a cult following, like the security guard at The Cowboy Museum who signs each of his posts “Thanks, Tim.” (PS: Watch the episode of Fridge-Worthy dedicated to Tim here.)

But beyond names, there are lots of ways to get personal:

Acknowledge and answer questions

Show the people behind the brand in photos or videos

Keep response times speedy

With Hootsuite’s Saved Replies function, you can pre-compose responses to common queries. When an FAQ comes your way, you’ll be at the ready with a thoughtful, informative response.

Okay, this might sound counter to the “show your human side” point above, but stay with me. A speedy response can lead to increased customer satisfaction, and save your team time so they can provide even more support (and human touch) elsewhere.

But you don’t even have to write them yourself if you don’t want to. Answer enough questions of a similar type, and Hootsuite will suggest replies based on your previous responses (kind of like the Google suggested reply feature in G-Chat). Since they are based on your previous answers, you can rest assured that they’ll still sound human and on brand.

Schedule smarter

Posting frequently—one to three times a day, ideally—is important to keep your content fresh and active in the social streams. Posting at the right time each day is important too, so your sweet hedgehog meme doesn’t miss its chance for maximum audience exposure.

(Source: Screenshot of @RealWeddingsBC Hootsuite dashboard)

Try setting aside a block of time (either daily or weekly) to deal with creating and scheduling posts, and another regular time slot to deal with reactive and proactive responses. Then it’s done for the day and you can focus on the rest of your work (or laughing at other hedgehog memes).

A few other Hootsuite dashboard features can also help boost your productivity and ensure you stay on top of engagement:

Streams: Use streams in your dashboard to see all incoming messages from each social network in one place, instead of checking each social network separately.

Lists

: Create Twitter lists based on specific industries, events, or hashtags and set each one up in a stream for easy monitoring and proactive engagement.

134 Social Media Statistics You Need To Know For 2023

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.

Source.

Pinterest Demographics

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.

Source.

LinkedIn Demographics

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.

Source. Source.

More Resources:

How To Get Paid Journal Articles For Free

If you’re a student, professor, or researcher, you want to surround yourself with tons of journal articles. After all, they’re very essential in class discussions, reports, case studies and theses. While there are plenty of sources available to get journal articles, they are often costly. The cheapest can cost around $30. If you’re researching your topic, it’s not really practical to pay $30 for each article. This post is going to show how to find free, yet high quality, journal articles.

It’s important that you have a clear idea of your topic. What’s your study about? What are the keywords that you might use in order to find related literature? Having the keywords ready can help you find what you need much faster.

Step 1: Go to Google Scholar.

If you’re a student, you probably have come across Google Scholar. It’s an awesome tool to search for a variety of scholarly articles, including abstracts, peer-reviewed journals and physical books.

Type chúng tôi on your browser’s address bar, or simply type “google scholar” on Google search. Enter your keywords and see what comes up. For example, I’m doing a study on political discussions on Twitter. So, I simply typed “political studies twitter.”

However, on your preliminary search, I highly recommend just doing a basic search, as it gives you an idea of the type of studies done on your topic.

Step 2: Download free PDFs from Google Scholar.

But our goal is to find free journal articles, so JSTOR would come in handy!

Step 3: Sign up for an account on JSTOR.

Now, if the free PDFs you found on Google scholar aren’t enough for your research, you can add more literature to your to-read list through JSTOR.

JSTOR is an online research and teaching platform. Setting up an account is free, though you can only store up to three articles. It costs $19.50 a month to get unlimited access. But what’s great about JSTOR is that it allows you to get access to the full PDFs for free.

On your account, you’ll have a “Shelf” where you can store up to three articles. If you find more than three articles on JSTOR, you can simply remove it from your shelf and then add the other articles you want to view.

Use the same keywords you used on Google Scholar. Keep in mind that your search is limited to JSTOR’s database. You’ll find fewer related literature. Based on my experience, however, I always find the journal articles I’m looking for.

With the free PDFs you found on Google scholar and the articles you have on your JSTOR’s shelf, you’ll most likely end up with five to ten high-quality journal articles. It’s more than enough to get you started!

If you feel that they aren’t enough, however, one option is to contact the author(s) directly. I haven’t tried this yet, but based on what I’ve read online and my professor’s experience, authors are usually willing to give you a free digital copy. They might even be happy to know that you have an interest in their work! Of course, this is time consuming. Not to mention you’ll have to wait for a response. Only do this for those journal articles that will serve as the core foundation of your study.

With tools like Google Scholar and JSTOR, you’ll have access to tons of great literature about your study at your fingertips.

Irene Enriquez

Irene Enriquez is a freelance writer and a tech blogger. She believes that technology, like smartphones and mobile apps (and even video games!), can help people live a more productive and happier life. Visit her personal tech blog to get unique insight and practical tips about apps, video games and social media.

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Choosing The Right Social Media For Your Brand

Although Facebook, Twitter and Google+ are considered as the most popular social media site nowadays, it doesn’t guarantee that it could help promote your business on the Internet. These networks were designed to connect with other people and to create brand awareness, but it all depends on its features and whether it addresses your business’ marketing needs.

Before you hop in to social media marketing, there are factors that you need to consider in choosing which platform might work for your brand.

Where Potential Customers Usually Hangout

It’s not surprising that social networking sites enable a business to connect with a wider range of audience. However, it depends on the site’s culture and the type of users that it caters. If you want to reach out to professionals, LinkedIn is an ideal platform. Facebook and Twitter, on the other hand, are ideal for those who want to target the casual netizens from various demographics.

The Contents You Want to Share

Various social media has their own way of letting share your content. Thus, each networking sites were not created equal. YouTube is best for video marketing, while Etsy is ideal for those who use the power of photographs to attract customers. If you’re more into text and links, Facebook and Twitter can be an appropriate platform. If you want to attract customers by addressing their issues, a Q&A type of social network like Quora can be useful.

Flexible Features and Marketing Platforms Customer Engagement

Many businesses make the mistake of treating social media as the end to their means. What they didn’t know is that it should be regarded as a tool to leverage marketing efforts. The word “social” in social media simply refers to interacting with other people. Therefore, choose a network that won’t just aid you to reach your market, but will also help you engage them to stay

Linkedin: There’s More Demand For Marketers Than Ever

LinkedIn says there’s more demand for marketers now than ever, and new job postings are shifting toward remote positions.

A LinkedIn report on marketing jobs looks at key hiring trends and insights over the past 6 months.

The report finds the demand for marketers grew significantly during the pandemic.

Companies recognize they need to change their approach to reaching customers, and they’re seeking the assistance of marketing professionals.

“Disruptive events, like a pandemic and economic recessions, often take a negative toll on hiring demand, but marketing has seen the opposite impact.

Businesses are recognizing a need to innovate and differentiate in the way they reach potential customers and are looking to their marketing departments to help drive that innovation.”

Here are additional highlights from the report, with more on the demand for marketing jobs and the types of positions available.

More Data From LinkedIn’s Report On Marketing Jobs Which industries are looking for marketers?

Marketing jobs in industries like arts and retail have been in the highest demand.

LinkedIn calls these “generally recession-proof” and non-cyclical industries, as they have been the least affected in terms of hiring slowdown.

Here is a list of top industries by marketing job growth:

Arts (85.9%)

Retail (72.6%)

Education (63.7%)

Corporate Services (60.6%)

Software & IT Services (22.7%)

Legal (23.6%)

Design (21.3%)

Media & Communications (20.5%)

Wellness & Fitness (-1.2%)

Public Administration (-2.1%)

Agriculture (-5.3%)

Transportation & Logistics (-5.6%)

Finance (-5.8%)

Energy & Mining (-5.8%)

Manufacturing (-6.7%)

Consumer Goods (-6.9%)

What types of marketing positions are available?

While that’s a substantial number, remote positions account for only 5% of all marketing job postings on LinkedIn in the past year.

Remote work is likely here to stay even when the pandemic is over, but it’s not on track to take over office work any time soon.

LinkedIn points out that in North America in particular, the job market for B2B marketers is shifting to a virtual space. This has led to an increase in roles in Digital & Media.

Data indicates a mostly positive response to the shift, as 50% of buyers in the B2B space say working remotely has made the purchasing process easier.

Employers are utilizing more flexible hiring solutions with a split between internship, full-time, and contractor positions.

Here’s a look at a 6-month change in the share of marketing job listings on LinkedIn by employment type:

Internship (24.5%)

Full-time (20.5%)

Contractor (15%)

Temporary (-19.2%)

Part-time (-19.4%)

About LinkedIn’s Report

These insights are based on an analysis of LinkedIn’s internal data.

Data was collected from from March 30, 2023 to September 29, 2023 and compared against data collected from September 30, 2023 to March 30, 2023.

A report from LinkedIn published earlier this year has digital marketing listed as the 6th most in-demand job in 2023.

For more on which skills are most valuable right now, see this list of the top 15 most in-demand jobs.

Source: LinkedIn Marketing Solutions Blog

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