10 Surprising Stats You Didn’t Know About Content on Social Media

You probably know that video is the most popular type of content there is.  You likely also know that Instagram has become a major game changer when it comes to branded engagement online. These are just two examples of stats that have become common knowledge.

What about the statistics that aren’t so well known?  How can you take some of the lesser known information about social media content, and apply those to your digital marketing efforts? Here, we’re going to explore ten statistics that may come as a surprise to you. Then, we’ll analyze what they could mean to you.

1. LinkedIn is 277% More Effective for Lead Generation than Other Platforms

If you’re only using LinkedIn for professional networking, you could be missing out on a big opportunity. When it comes to lead generation, the platform has a really impressive conversion rate.

It is time to expand your reach, especially if you’re in the B2B niche. Think beyond your LinkedIn profile. This channel now allows video (native and sponsored), podcasts, downloads, posts, and more.

This is a great platform for sharing engaging content to boost thought leadership and create interest in your products and services. It will take some exploration and time, but LinkedIn has become a great marketing channel.

2. Social Media Has Become The Key Source of Purchase Inspiration For Consumers

37% of people get their inspiration from social networks. That’s more than brand websites, marketing emails, or websites that highlight current ‘deals’. In short, customers are listening to advice and recommendations from friends and influencers more than brands themselves.

That doesn’t mean that your content is meaningless though. You simply have to up your game when it comes to producing content that is truly relevant. It’s also clear that turning loyal customers into brand ambassadors is an effective marketing technique. So is leveraging influencers in your industry.

3. There Are More Than 65 Million Local Business Pages on Facebook

This was as of the end of quarter 2017. The number continues to grow. However, if you dig a bit deeper, that growth isn’t reflected as much when it comes to paid advertising adoption. In other words, local businesses are using the platform to share content and engage with their audience members. They haven’t been as fast to use the platform’s paid advertising options.

Even if you decide to remain one of the many local businesses who forego paid advertising, you can still use Facebook to grow your business. This includes:

  • Making your business easy to find by including your contact information in your profile
  • Connecting with other local brands
  • Promoting local events
  • Holding contests and giveaways
  • Reaching out to local influencers

4. Links Beat Out Images And Video on Social Media

30% of customers prefer content that contains links to credible sources. That’s more than video or content that is based on graphics. That means your best bet for creating social media engagement is to catch the eyes of your audience with something compelling. Then, support your claims by linking to content that is trustworthy and informative.

5. More Customers Want Content About Discounts and Sales

The 80/20 rule of social media content may not be as accurate as once believed. As it turns out, according to a Nielson study, 35+% of heavy social media users are using the platforms to find discounts and sales on products or services they want to purchase.

Do not necessarily shy away from promoting your products or services, as long as you make the content surrounding them relevant and useful to your audiences.

6. 67% of Consumers Want a Customer Service Option Via Social Media

When your customers need help, they aren’t calling your 800 number anymore. They’re not going to your website either. Instead, two-thirds of them want to be able to reach out to you via social. This same study reported that 71% of customers who have a positive customer service experience on social media will recommend that brand to others.

There’s more to that than simply being willing to answer customer support inquiries over social media. It’s time for a shift in the thought process when it comes to social media content. Every post, every interaction should be treated as an opportunity to provide a stellar customer service experience.

7. People Over 55 Are Engaging with Brands on Social Media the Most

In spite of the popular belief that social media is the domain of millennials, it’s actually boomers and older members of gen-x that are engaging most. Your brand is more likely to receive likes, comments, and shares from the 55-64-year-old set than other demographic groups.

This could be a matter of trust. While younger consumers tend to rely on peer recommendations, older consumers don’t. They tend to see businesses as authorities. There’s also less generational animosity towards brands with this age group.

8. There Are More Users on Reddit Than Pinterest And SnapChat Combined

There are 542 million users on Reddit. There are 265 million on Pinterest, and 190 million daily users on SnapChat. Does this mean you should create a Reddit account, and start a branded subreddit?

The answer is, not necessarily. The real message here is that you should keep your mind open when it comes to social media platforms. There may be untapped audiences for you on social media platforms such as Tumblr or Reddit. You don’t need to stick with the most well-known social media sites.

9. 86% of Millennials Use Pinterest When They’ve Got an Event to Plan

86% of the millennials who are active on Pinterest use it when they have a life event coming up. This includes vacations, weddings, anniversaries, or buying a home. If your brand leverages events to increase sales and engagements, Pinterest should probably a focal point for your online marketing.

10. There’s an Ideal Number of Hashtags to Use in a Post 

However, that number varies from platform to platform. Don’t use more than two hashtags in your Tweets or engagement will drop off significantly. On the other hand, nine hashtags are optimum for increasing engagement on Instagram. If you use hashtags on Facebook, consider sticking to just one.


It’s not just interesting to see unusual stats on social media content, it’s illuminating. Use these stats as important insights to create business growth.

Author Bio:

Emma Robertson is a writer at WoWGrade.net. She specializes in researching and writing a variety of content, mostly for small business. Emma has dual degrees in marketing and creative writing. In her spare time, she writes short stories and enjoys long distance running.

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