Online marketing is as strong as it’s ever been, with countless products and services promoted on every channel on the internet. And social media lies at the center of it all.
Being a hub where billions of people gather in one place, social media is a gold mine for marketers in terms of product placement.
In this article, I’ll show you which social media platforms were most popular among marketers as of January 2022.
|Platform||% of Marketers Who Use It||Platform Ad Revenue|
Straight out of the gate, Facebook blows the competition away, with more than double the ad revenue of Instagram, in second place.
More than 90% of worldwide marketers who responded to the survey said that they’re using Facebook to promote their products or services. Clearly, the platform is still at the height of its popularity among users and marketers alike.
Though, 2023’s stats may be a bit unfavorable for the company since Zuckerberg’s newfound passion for the Metaverse has driven some marketers away and some investors worried.
Statista says that both B2B (business-to-business) and B2C (business-to-customers) marketers are using Facebook for their product placement. However, we may see a decline in Facebook’s popularity with Marketers now that both Instagram and YouTube are gaining momentum.
Next, I’ll go into more detail about every platform’s marketing stats, the type of information that’s useful to marketers and tech geeks alike. Keep reading!
Overview of Facebook’s Marketing Stats 2022
Facebook is a leviathan in terms of marketing and advertising growth. There’s not a single social media network that compares to it for now.
Here are several essential marketing stats for Facebook:
|Industry||Click-Through Rate||Cost Per Click||Cost Per Action||Average Conversion Rate|
|Employment & Job Training||0.47%||$2.72||$23.24||11.73%|
|Finance & Insurance||0.56%||$3.77||$41.43||9.09%|
|Travel & Hospitality||0.9%||$0.63||$22.5||2.82%|
And there’s more:
- 60% of consumers use Facebook for customer service
- 69% of marketers use Facebook for customer service
- On average, Facebook ads get a click-through rate of 0.9%
- The average cost-per-click is $1.72 on Facebook
- On average, Facebook sees a 9.21% conversion rate across all industries
- Facebook offers the highest ROI (return on investment) among its competition
- On average, brands will see a 0.064% engagement rate on Facebook
- Facebook has the most social commerce buyers among social media networks (an estimated 65.7% of US social commerce buyers from US)
- Around 19% of US consumers start searching on Facebook when they want to buy something
- 15% of all Facebook users shop from the Facebook Marketplace, and around 44% of all Facebook users admit that the platform influences their shopping decision
- On average, a Facebook user will click on 12 ads every month
Let’s just say that Facebook is the social media network to use if you want to maximize your audience reach and profits as a marketer.
Here’s an interesting chart about the total interaction distribution of industry pages on Facebook:
|Page Type||Total Interaction Distribution in %|
eCommerce is, by far, the most engaged-with type of page on Facebook worldwide, as of 2022. It’s no wonder the platform is the most popular social network among marketers.
Overview of Instagram’s Marketing Stats 2022
Instagram is second on the list of most popular social networks for marketers as of 2022. To let you understand just how good Instagram is, I’ve prepared a few stats. And a chart 😀
|Food and Beverage||1.06%|
|Hotel and Resorts||1%|
|Tech and Software||0.85%|
|Health and Beauty||0.51%|
Engagement Rate refers to the total amount of possible user interactions on a given post, so likes, shares, comments, and so on.
As you can see, posts related to higher education receive the most engagement on Instagram, at almost double the engagement of sports teams, which is second on this list. That’s quite hopeful.
Now, are you curious about the most popular beverage brands on Instagram that receive the most cooperation from influencers? Take a look below:
|Brand||Number of Mentions||Number of Influencers|
How about a chart that shows the best influencer marketing efficiency on Instagram? By this, I’m referring to the ratio of average interactions on an influencer post that mentions a brand versus a post published by the brand itself.
|Brand||Influencers’ Interactions %||Influencers’ Posts %||Cooperation Efficiency|
|Rockstar Energy Drink||97.18%||4%||825.92x|
|Bang Energy Canada||99.97%||93.33%||284.78x|
The “Cooperation Efficiency” marker shows that when a brand has promoted its product via an influencer, the promotion ended up being vastly more efficient. For POM Wonderful, it was 2,255.15 times more efficient than if the company had promoted it on its company page.
Here are other interesting findings:
- 50% of Instagram users become more interested in a brand if they see it promoted on Instagram
- Feed ads generally have a higher click-through rate than story ads (0.22% – 0.88% vs. 0.33% to 0.54%)
- Instagram has the highest cost-per-click out of all social media networks (a whopping $3.56)
- Instagram’s conversion rate varies between 0.3% to 2.6%
- Reels actually have the highest reach rate for users (14%)
Speaking of Instagram Reels, here’s a chart that shows the exact reach rate for Images, Videos, Carousels, and Reels based on the size of Instagram accounts:
|Accounts between 0 and 5,000 followers||34.96%||3.46%||2.41%||3.62%|
|Accounts between 5,000 and 10,000 followers||30.06%||3.82%||2.48%||3.35%|
|Accounts between 10,000 and 50,000 followers||16.85%||2.46%||1.58%||2.19%|
|Accounts between 50,000 and 100,000 followers||10.66%||4.31%||2.73%||1.45%|
|Accounts with more than 100,000 followers||25.62%||2.1%||1.67%||1.45%|
Clearly, Reels are vastly more engaging and have a higher reach rate than any other type of content on Instagram, which is priceless information for all marketers.
It’s interesting to see that the smallest accounts also have the highest reach rate via Reels, up to 39.46%, and that rate drops the bigger the account becomes.
One last thing before I move on to another platform – Instagram’s cost-per-click and click-through rate for the Feed Ads vs. Story Ads. It seems there’s a difference, and I’ll show it in the chart below:
|Types of Ads||Cost-Per-Click||Click-Through Rate|
|Instagram Feed Ads||$3.35||Between 0.22% to 0.88%|
|Instagram Story Ads||$1.83||Between 0.33% to 0.54%|
Feed ads are the way to go on Instagram, apparently. They not only pay more, but they’re also more likely to get a higher click-through rate.
Story ads, on the other hand, cost much less (they’re almost half the price of Feed ads), and their click-through rate is not that much lower than Feed ads.
Overview of LinkedIn’s Marketing Stats 2023
LinkedIn is a very specific platform that caters to a particular type of audience – those who are looking to advance their careers.
The platform is mostly used by professionals, experts, business people, and so on.
It would make sense, then, that marketers would want a share of the consumerist pie that is LinkedIn. Below, I’ve prepared a chart showing the click-through rate based on job functions on LinkedIn:
|Job Function||Click-Through Rate||Cost-Per-Click|
It seems that, on average, ads related to business developers, education, human resource, media/communications, marketing, and accounting are among the most popular. The click-through rate is above 0.6%, which is quite decent for LinkedIn.
However, the situation changes a bit when talking about profit. Information Technology and Product Management are the two most profitable job functions for targeted ads.
There’s also a difference in the click-through rate depending on the type of ad that you post. See below:
|Ad Format||Click-Through Rate|
|Sponsored Single Image Content||0.56%|
|Sponsored Carousel Content||0.4%|
|Sponsored Video Content||0.44%|
|Message Ads||3% with open rates at 30%|
|Dynamic Ads Standard||0.06%|
|Dynamic Ads Dynamic||0.08%|
Single images tend to have the most impact on LinkedIn when it comes to promoting a certain service or product to professionals. Videos are next, followed by carousels, which is a bit odd.
In almost all social media platforms I’ve seen, videos tend to have the highest click-through rate or almost. LinkedIn users may have different preferences when it comes to assessing the worth of a product or service, it seems.
Before I forget, seniority also seems to affect the click-through rate. The global average seems to be around 0.55% for senior decision-makers and 0.60% for junior employees.
Less experienced individuals tend to click more often on LinkedIn ads, which is expected considering they may lack the experience to avoid worthless products/services that their seniors would see from a mile away.
How about the click-through rate based on industries? It might be interesting to see which industries most appeal to LinkedIn professionals:
|Industry||Click-Through Rate||Cost Per Lead||Engagement Rate|
|Transportation & Logistics||0.67%||$130||1.2%|
|Finance Services, Insurance & Banking||0.49%||$100||1.2%|
|Media & Communication||0.42%||$65||1.1%|
|Hardware & Networking||0.4%||$150||1%|
|Software & Internet||0.39%||$125||0.9%|
Retail is, by far, the most popular industry on LinkedIn, based on the click-through rate, and ads focused on this niche have the most success. On average, though, the click-through rate on LinkedIn is between 0.4% to 0.6%, irrespective of industry, seniority, or type of ad.
If you’re using other metrics besides CTR, then don’t focus on specific CTR markers but rather use the global CTR I mentioned above.
The average cost per lead (how much an advertiser will pay to capture a lead) shows a different picture, with the Hardware & Networking industry costing advertisers the most to capture a lead.
In terms of engagement, LinkedIn professionals appear to engage the most with Public Administration ads, followed by Retail and Manufacturing.
Overview of YouTube’s Marketing Stats 2023
There’s a whole lot to unpack here because YouTube is the king of ad monetization, so naturally, there are a lot of factors that go into it.
First, I’ll show you a few charts with the Cost per View using different metrics (age group, gender, month, device, and industry).
The cost per view is the result of dividing the overall cost by the number of views your ad gets. Most importantly, YouTube counts a view when someone watches at least 30 seconds of the video ad (or the entire ad if it’s shorter than 30 seconds). If that doesn’t happen, you don’t pay for the ad.
First, we’ll start with the Cost Per View by Age Group:
|Age Group||Cost per View|
The 25-34, 45-54, and 35-44 age groups seem to have the highest cost per view. I can’t tell you how YouTube calculates these metrics, but they’re official stats, so there’s that.
It seems that it’ll cost you more to show ads to the target audiences in those age groups (25-54), which is quite a large audience.
Next, we’ll take a look at the Cost per View by Gender:
|Gender||Cost per View|
This one is pretty simple – it seems that female users tend to watch a lot more ads since the Cost per View is higher than the one for males.
However, a higher cost per view should also lead to more potential profits since more people will be watching your ads. So, more people should end up buying your product/service. Easy, right?
Up-next, an interesting metric – the Cost per View by Month:
|Month||Cost per View|
December has the highest cost per view, and it’s not a surprise since it’s the time of the holidays. No other month even comes close to the cost per view of December.
In fact, you can see the increase in cost per view starting with August at $0.022, September at $0.026, October at $0.028, November at $0.033, and December at $0.045. People will simply watch more ads and likely buy more products during those times.
Before I show you the cost per view by industry, I’ll get through the Cost per View by Device really fast. Take a look below:
|Device||Cost per View|
No surprises here. Desktop computers have the highest cost per view, followed by mobile devices and finally tablets.
Marketers will always emphasize desktop-type ads since most of their ad watchers use computers.
Though, this might change as mobile phones become more and more popular in terms of watching YouTube ads.
Last but not least, here’s the Cost per View per Industry:
|Industry||Cost per View||View Rate (in 2017)||Click-Through Rate|
|Home & Garden||$0.088||35.4%||0.31%|
|Healthcare & Insurance||$0.071||31.2%||0.45%|
|Business & Finance||$0.048||35.4%||0.38%|
|Government & Advocacy||$0.040||29.6%||0.07%|
|Science & Technology||$0.038||35.4%||0.31%|
|Baby & Child Care (CPG)||$0.035||31.2%|
|Health & Beauty||$0.034||29.6%|
Where there’s more money for advertisers to make, the Cost per View is higher, so Home & Garden, Healthcare & Insurance, Gambling, Adult beverages, and other such industries are more popular.
In terms of view rate, Retail seems to have the worse results. Not many people are interested in Retail ads, it seems. And, not surprisingly, the Gaming industry had the second-worst view rate in 2017.
After all, when you’re watching a gaming video, the last thing you want is to be interrupted by random ads. It’s no wonder those guys have no patience for them.
Overview of Twitter’s Marketing Stats 2017-2022
Twitter is the odd one out on this list – it’s one of the most unprofitable social media platforms in the world. The cost per click is also quite low in comparison to other networks.
Here’s a general overview of Twitter’s cost per click per year from 2017 to 2020.
|Period||Cost per Click||Click-Through Rate|
As you can see, the highest cost per click was in Q2 2018 at $0.86. The rest of the time, it’s hovering around $0.4-0.5. In Q4 2019, the CPC was $0.26, for instance, so there isn’t really some common ground you can follow.
Of course, when holidays are approaching, the CPC will increase because more people will be out looking for deals. The shopping spree is in full force during those times.
The Click-Through Rate also appears to be the highest during the holiday season (Q3 and Q4). Just look at Q4 2019, for instance. October, November, and December are some of the busiest months of the year in terms of shopping and advertisement.
Now, let’s take a look at the engagement rate per industry on Twitter (as of 2022):
|Industry||Average Engagement Rate|
|Arts & Crafts||0.1%|
|Home & Living||0.08%|
|Magazines & Journals||0.02%|
Twitter gets the lowest engagement rate of any platform ever, and the industry itself doesn’t matter. On average, Twitter has the following average engagement rates per type of content:
- 0.17% for video content
- 0.13% for photo content
- 0.02% for animated GIFs
- 0.01% for links
- 0.01% for statuses
TikTok, on the other hand, takes the crown in all of these regards. It has, by far, the biggest engagement rate for all of these industries.
For instance, let’s take the Beauty industry, where Twitter has an average engagement rate of 0.05%. TikTok has an average engagement rate of 3.48%, which is a 6,860% increase.
That’s not even a comparison if you ask me. Twitter is just not the type of platform you’d want to advertise anything on because an exceedingly small amount of people will engage with your ads.
It is what it is, and that’s why Twitter has been unprofitable for the better part of the last decade.
Overview of TikTok’s Marketing Stats 2022
TikTok is the newest kid on the block, having been launched publicly in 2017. It’s been six year since then, and TikTok has grown spectacularly.
Just take a look at the average engagement rate per industry in 2022:
|Arts & Crafts||3.22%|
|Home & Living||4.76%|
|Magazines & Journals||5.93%|
TikTok’s engagement rates trump every other platform, YouTube included, so that’s saying a lot. Even Instagram or Facebook can’t hold a candle to TikTok’s pull on viewer attention.
However, there’s one thing that may not seem apparent – in recent years, TikTok has suffered a clear decrease in engagement rates.
Just take a look at the chart below comparing the 2021 vs. 2022 engagement rates for all industries:
|Industry||2021 Engagement Rate||2022 Engagement Rate|
|Home & Living||5%||4.76%|
|Arts & Crafts||4.47%||3.22%|
It seems that TikTok hasn’t been doing that good in terms of engagement on a year-over-year basis. Something has impacted the Chinese platform’s user interactions, and I think I know what that is – the wave of bans targeting the company.
In recent years, many world governments have banned the use of TikTok on government devices, and some countries have even issued nationwide bans for the app.
This, alongside many rumors about TikTok’s connections to the CCP, has led to a decrease in the platform’s overall engagement.
Still, this isn’t to say that TikTok is not an extremely profitable venture for marketers and advertisers alike.
Content creators and influencers on TikTok have a major pull on viewers, and product placement on the platform generally leads to massive ROI boosts.
Next, I’d like to show you the average engagement rate on TikTok based on the number of followers for a TikTok profile. There’s some interesting data to glean from it. Enjoy:
|Number of Followers||Engagement Rate|
|Between 100k and 500k Followers||17.93%|
|Between 500k and 1 million followers||22.79%|
|Between 1 million and 5 million followers||20.57%|
|Between 5 million and 10 million followers||21.97%|
|Above 10 million followers||21.72%|
Looking at the first type of TikTok account (100k-500k followers), the numbers show what we would expect – the lowest engagement rate.
The 500k-1 million follower account types have a 22.79% average engagement rate, an increase of 27% from the previous account type.
However, the much larger 1 million – 5 million follower account type actually has a lower average engagement rate (20.57%).
Next, the engagement rate slightly increases for the 5 million – 10 million follower account type, with the last account type (+10 million followers) settling in the same general range of 21-22%.
It would be interesting to know why there’s a decrease in the average engagement rate for the 1-5 million follower account type.
It could be because many of these accounts don’t have a loyal or targeted audience yet, whereas the much bigger accounts have already grounded their content with audience expectations.
TikTok also has a rather specific tier list of pricing ranges for ad-sponsored user posts. The 5 tiers are:
- Nano-Influencers with 1-10k followers and they’ll ask between $5-$15 per post
- Micro-Influencers with 10k-50k followers and they’ll ask between $25-$200 per post
- Mid-Tier Influencers with 50k-500k followers and they’ll ask between $100-$1,000 per post
- Macro-Influencers with 500k-1 million followers and they’ll ask between $1,000-$2,000 per post
- Mega-Influencers with over 1 million followers and they’ll ask for over $2,000 per post
TikTok is excellent if your target audience is Generation Z. No other platform compares to TikTok when it comes to tackling that generation’s soft spots regarding product placement.
Overview of Snapchat’s Marketing Stats 2023
Snapchat may not be as good as TikTok for advertisers and marketers, but it’s much better than Twitter.
And it’s also the perfect place to grab Gen Z’s attention, even though they’re spending the least amount of time watching ads.
|Gen Z (Ages 13-24)||Millennials (Ages 25-39)||Gen X (Ages 40+)|
|Average Time spent on Advertising (100 is average)||79||94||151|
|Ad Recall Among Those Who Watched 0-2 Seconds of an Ad||55%||46%||26%|
Generation Z is more likely to recall an ad they’ve seen and act upon the CTA (call to action) than Millennials and Generation X, it seems. However, they’re also the ones who spend the least amount of time on ads.
Gen X appears to spend an extraordinary amount of time on ads, but they’ll also forget about those ads a lot more than Gen Z and Millennials.
The good thing about Generation Z is that, even though they don’t watch as many ads, it doesn’t take as long for them to remember what the ad is promoting.
The data shows that 55% of the Gen Z responders will recall an ad even after viewing 0-2 seconds of it.
Snapchat’s CPM (cost per mile or cost per thousand ad impressions) is very difficult to calculate because the app uses an auction system based on goal-based bidding.
Basically, a maximum price will be put for every user action on an ad optimized for that action.
This lets advertisers and marketers reach their users based on a variety of factors such as interests, behaviors, demographics, gender, and so on.
Depending on the target audience, product and service sold, competition, and the manner in which the audience is attracted, the ad costs are also different.
Here’s how Snapchat’s goal-based bidding system works:
- You, as the advertiser, specify a delivery goal (swipe ups or video views) and provide a ballpark value of how much (in $) that goal is worth to you.
- Snapchat will aim to provide the best results for the lowest costs but will bill you on impressions (CPM)
Moreover, the total value of a Snapchat ad contains the:
- Advertiser’s Bid – Your budget you allocate to that goal (an approximation of how much achieving that goal is worth to you)
- Predicted Event Rates – A probability that shows how likely it is for a user to take the desired action on your ad
- Quality and Relevance – A factor that determines the value of a bid based on whether your type of ad has been flagged for positive or negative feedback. If positive, the total bid may increase, and if negative, the bid may decrease.
Check out Snapchat’s official guide on the goal-based bidding system to better understand what it’s all about.
There have been many successful ad campaigns on Snapchat over the years. And, again, Snapchat is one of Gen Z’s main social media platforms, so if that’s your target audience, you can’t miss out on it.
So…Which Social Network for Which Audience?
This has been quite a lengthy article, so if you’re still here, let me congratulate you. As a reward, I’ll give you some food for thought when it comes to targeting a specific audience through the social networks they use.
I’m referring to Gen Z, Millennials, Gen X, and Baby Boomers. Here’s my current understanding of the different generations with regard to social media and buying habits:
- Gen Z (ages 11-26) tend to be very demanding when it comes to customer service and is pickier when it comes to the social media they use. They haven’t had time to get too accustomed to all of them. They’re also known as digital natives and are the most progressive ones. They’ll mostly use 2-3 platforms daily (TikTok, Instagram, and YouTube for the most part)
- Millennials (ages 27-32) love their mobile devices and value authenticity above all else. They like staying on top of new technological breakthroughs and trends, they value community involvement and social justice, and they love instant gratification, so they make the perfect target for ads of any kind, for the most part
- Gen X (ages 43-58) are very independent and tech-savvy. They’ll spend a lot of time researching the products they want to buy and actively looking for as much online credibility for those products as possible. They’re also generally resourceful and individualistic, so they’re quite good with DIY
- Baby Boomers (ages 69-77) have their wallets always ready to buy something but are also extremely picky. They usually spend a lot of hours researching something before buying, so you’d better provide reading material. They also want excellent customer service if and when something breaks apart.
As for generation-specific guidance on social media, I’ll say that Facebook is dominated by boomers, TikTok and Instagram are mostly Gen Z and Millennials, and YouTube is a favorite of everyone.
There’s really nothing more I can say about this. Social media marketing should continue to grow and improve in the future across all platforms. We’ll talk about specifics when that time comes. Cheers 😀
- Statista – Leading Social Media Platforms Used by Marketers Worldwide as of January 2022
- WordStream – Facebook Ad Benchmarks for Your Industry
- Sprout Social – 26 Facebook Statistics Marketers Should Know in 2023
- Emplifi – Ecommerce Worldwide PowerPoint Presentation
- AdBraze – Key Instagram Metrics to Follow in 2022
- Emplifi – Beverages Worldwide PowerPoint Presentation
- Sprout Social – Instagram Statistics You Need to Know for 2023
- Brafton – Social Advertising Benchmarks for 2023
- The B2 House – LinkedIn Ad Benchmarks 2023 – An Always Up-to-date Guide
- Store Growers – YouTube Ad Benchmarks (2023)
- Statista – Twitter Advertising Median Cost-per-Click (CPC) Worldwide from 1st Quarter 2017 to 1st Quarter 2020
- Social Insider – [STUDY] Social Media Industry Benchmarks 2023 Reveal How TikTok’s Engagement Rate Is Decreasing
- Business of Apps – TikTok Ads Cost (2023)
- Business of Apps – Snapchat Ads Stats (2023)
- Snapchat Business Help – How Goal-Based Bidding Impacts Auction Dynamics