5 Social Media Statistics All Small Business Owners Should Know in 2020
If you plan to stay competitive with your small business in 2020, then you should be tapping into the power of social media. Social media is a great way to find and engage with your target audience, promote your brand, and make sales — and all this within your budget!
But where are you at when it comes to strategicsocial media marketing?
If you have found a way to make social media works for you, then that’s great news! However, are you maximizing the power of social media marketing efforts?
Statistics gives you the power to make complex decisions. From your choice of social media platform to how you plan your social media strategies, statistics have a role to play.
What are the most important social media statistics to know in 2020? As a small business owner, I’ll walk you through some of the essential statistics you should be very familiar with.
The Total Media Users
More than half the world’s population uses social media in 2020. In actual numbers, over 4.57 billion people use the internet. Out of that number:
Over 3.96 billion people are active on social media. That’s about 51% of the world’s population.
There has been a 10.5% growth in the number of social media users between last year and this year.
When broken down by age groups, 48.2% of baby boomers use social media, 77.5% of Generation X uses social media, and 90.24% of Millennials use social media.
About 99% of people who use social media access it using their mobile phones.
However, three-quarters of social media users still access social media using laptop and desktop computers.
On average, users spend about 6 hours and 43 minuteson the internet daily.
Each of the internet users spends an average of 2 hours and 24 minutes on social media daily.
Facebook is the most used social media platform, with an average of 2.7 billion monthly users.
Why not take this all a step further by looking at the statistics per social media platform.
Facebook Statistics You Should Know
By the end of the second quarter of 2020, Facebook was the leading social media platform. It has over 2.7 billion monthly active users — 1.79 billion of those are active daily. Let’s crunch the numbers even more:
51% of people aged 13 – 17 use Facebook.
76% of people aged 18 – 24 use Facebook.
84% of people aged 25 – 30 use the platform.
79% of people aged 30 – 49 use Facebook.
68% of people aged 50 – 64 use Facebook.
46% of 65+ year olds use Facebook.
Indians are the leading nationality on Facebook with over 290 million users.
They are followed by the United States with around 190 million users.
More women (75%) use Facebook than men (63%).
74% of Facebook users log-in once a day.
Facebook education demographics
61% of people with just high school education or less use Facebook.
75% of people with some college education use the platform.
74% of people with college degrees use Facebook.
Facebook Income demographics
74% of people making over $75,000 use Facebook.
About 72% of people making between $30,000 and $75,000 use Facebook.
69% of those making less than $30,000 use Facebook.
Other statistics to consider
About half a billion people view Facebook stories daily.
15% of Facebook users shop on the platform.
On average, Facebook users click on about 11 ads each month.
There is a high probability that your ideal customers are on this platform. You just have to find them and connect with them.
Instagram Statistics You Should Know
Instagram is one of the leading social media channels, and while its reach might not be as wide as Facebook’s, the numbers are still quite impressive:
43% of women are on the platform, while only 31% of men use it.
About 72% of 13 – 17 year-olds are active on the platform.
Only about 8% of 65+ year-old people use the platform.
As you can probably already deduce, younger users are dominating this particular social media platform.
Instagram Income and Education Demographics
The United States has the most users on the platform with about 130 million users. They are followed by India with about 100 million users.
42% of people making over $75,000 use the platform. 39% of people making $30,000 – $75,000 use the platform and about 35% of people that make less than $30,000 use the platform.
43% of people with more than a college degree, 37% of people with some college education, and 33% of people with high school educationor less use Instagram.
Twitter Statistics You Should Know
While Twitter statistics are a little lower than Facebook’s and Instagram’s, the platform still makes an excellent choice for your growing small business. Here are some stats to know:
38% of Twitter users are ages between 18 – 29 years old while 26% are aged 30 – 49.
Only about 7% of 65+ people are on Twitter.
Twitter is, much like Instagram, targeted mostly towards younger generations. Other Statistics to be aware of include:
While the USA is the country with the highest amount of Twitter users, most Twitter users are outside the United States; specifically 262 million out of the 330 million global users.
More men (24%) use Twitter than women (21%).
Twitter Income and Education Demographics
31% of people on Twitter that make over $75,000, 20% makes $30,000 – $70,000, and another 20% is making less than $30,000 a year.
Only 13% of people with high school education or less are on Twitter. 24% of people with some college education and 32% of people with more than a college education are on Twitter.
LinkedIn Statistics You Should Know
Although LinkedIn is more professionally-oriented and has fewer users than Facebook, Twitter and Instagram, there are still some useful statistics to know about the platform as they may need to be taken into account when deciding on your social media strategy:
51% of LinkedIn users have at least a college degree. While 26% of people on the platform have some college education while only about 9% are those with a high school education or less.
More men (29%) use Twitter than women (24%).
People aged 25 – 30 are the highest on the platform at 44%. Only 17% of 18 – 24 year-olds use LinkedIn, 37% of 30 – 49 year-olds, 24% of 50 – 64 year-olds, and 11% of people aged 65+ use the platform.
Having trouble making sense of all these stats? Unsure how to apply your social media strategy and cater to them? You may want to consider hiring an expert social media manager.
I’m happy to take it all off your plate for an affordable monthly fee. If that sounds good to you, call me now / visit my website.
5 Types of Social Media Content Your Small Business Must Post Daily
You keep hearing about it— Social media marketing. It is essential to your business, especially if you’re looking for a way to increase your brand awareness, customer engagement, lead generation, and more.
But how do you actually do all that in practical terms?
To tap into the real potential of social media, you need to have an effective content strategy. It’s not about posting whatever comes to mind each time you log in to your account. Posting relevant, strategic content that helps boost your engagement and exposure is key to a successful social media presence for any kind of business, big or small.
So what exactly do you post on social media to achieve this?
With experience, you will get the gist of what content works best for your business. Alternatively, you can hire an expert to give you a few pointers or handle your presence for you. No matter what you decide, here are some content-posting ideas you can implement RIGHT NOW to give your small business’ social media presence a real boost:
Asking questions or asking for advice can help enhance your business page’s social engagement, create a means to have conversations among your followers, and receive valuable feedback from your customers.
When you engage with your followers and care enough to ask how they think and feel, it exhibits transparency and shows them that their opinions are valued. It also fosters a sense of familiarity between your business and your followers who will, eventually, come to trust your brand more and more.
You can utilize the comment section under your post to interact effectively with your audience. Another way to engage with them is through replying to their direct messages. If it sounds like much work, hire someone to get the job done for you. It is like merely hiring a customer service, who plays a crucial part in any business.
Many social media platforms provide the option of posting video content. Utilize that option as often as you can.
Videos engage the user quicker than any other form of media. If they’re of good quality, brief, and to-the-point, your followers will most likely sit through the whole thing and react with a like or comment at the end.
If you’re wondering how to use video content for your business, consider the following ideas:
Showcase your new products
Take a tour of your workplace
Shoot videos of happy customers and their testimonials
Create a short trailer of your new product or service launch
Show how you make your products
Create a flash sale or promotion ad
Short videos have been proven to have more engagement than either photo or text posts. Whatever kind of video content you choose, make sure it is quick and sweet.
Sharing content that your followers wouldn’t usually see is an excellent way to give them a clearer image of your business and the processes behind its success.
Post pictures of your workspace, production area, employees, warehouse, or any other thing you wouldn’t usually post on your social media platform — that’s what makes this kind of content so enticing.
Remember all those dancing doctors and nurses during the COVID-19 pandemic? Those videos went viral for a reason—social media users like glimpses into real life, not just what is on display. Make a difference in social media by being transparent, emotional, and objective.
It may go without saying that a commerce business should post photos of their products, but there’s more to it than just that. Find creative ways to share your product photos online.
A business’ product photos should generally be:
Branded (use your logo and color palette)
Consistent to one another as far as style and branding go (while individually unique, each product photo should blend into each other)
Simple and straightforward
Unfiltered and as realistic as possible (though you can enhance the colors, contrast, and brightness)
Aesthetically pleasing, with simple backgrounds and well-coordinated colors
Your product photos should be able to sell your brand as well as themselves. They should be eye-catching while not going overboard on color and graphic elements. Followers should be able to look at one of your product photos and then instantly know it’s yours, share it, and comment on it. Try not to deviate from your brand aesthetic since this would make your page look shabby and unprofessional. If you’re in doubt, always consult a professional.
Previews, Sneak-Peeks, and Teasers
Sharing a preview or sneak-peek of your business’s upcoming product or service is an excellent content idea regardless of what social media platform you’re on. You are essentially advertising the product or service before it is available – and you’re doing it for free (unless you wish to sponsor your post and boost its visibility). You can use this tactic as a means of building excitement and warming up those potential customers.
Big brands love their teaser content and utilize this strategy regularly on their social platforms. They build curiosity around a new product and rouse discussion about it even before its launch. So, why not try it out yourself? Here are some things to keep in mind when you do it:
Do not give too much information away about the new product/service.
Start with small tidbits of information to build tension (words or images out of context, intriguing questions, etc.)
Do not give too much information away about the new product/service
Start with small tidbits of information to build tension (words or images out of context, intriguing questions, etc)
When it comes to product photos, why not use only a fraction of your product in the images until the full reveal
Don’t be afraid to be a little mysterious!
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The goal of any legitimate SEO strategy is to funnel more traffic to your website. But instead of seeking to rank high on the first page of Google Search’s results (which is important in its own right), today, I’m going to go over 5 tips for landing features snippets on Google Search.
A featured snippet is that first box that pops up in a Google Search just above the ranked results. Also, it provides information or answers a question that users commonly ask. This answer could be a picture, video, list, or text explanation relevant to a question or topic that the user has typed into the Google Search bar. Essentially, Google searches for the best, most appropriate answer, and places it in this coveted spot. Technically, if you land a featured snippet, you’re in position 0 because it pops up ahead of position 1, which is the top of the ranked results. What a place to be!
Is It Really Possible To Get Featured?
Even though there’s no guarantee that your page will be used for a featured snippet, there are some specific steps you can take to optimize your pages and increase your chances. And there’s even better news. It doesn’t matter if your business is big or small, new or established… anyone can land a featured snippet with a little bit of focused work.
Tips for Landing a Featured Snippet
#1 Review Your Website Content
Take a look at your website content with an eye for how you may or may not be helping visitors when they peruse your pages. Do you provide answers to commonly-asked questions? Do you have detailed content that informs readers instead of just persuading them to buy? If you do, then you’ve got an excellent foundation to start with. If not, then Tip #2 becomes even more critical.
#2 Make a List of Questions to Answer
No matter what your website content looks like currently, this tip is critical to increasing your chances of landing a featured snippet. Spend some time in the shoes of your potential customers. What kinds of questions do they need answers to? What advice can you provide? What how-tos or steps or definitions can you offer? Come up with as many items as possible (the more specific, the better), and move on to Tip #3.
#3 Answer Them Clearly and Concisely
Now that you’ve got your list of questions, look at your existing content and polish it up to answer them clearly and concisely. Or, if you don’t have content that answers these questions, it’s time to start writing. For example, if you own a pest control company, create a blog post that answers one of your questions, like “How can I tell if I have bed bugs?” or “Why do I have cobwebs in my basement?” Providing a short, specific response to these types of questions increases your chances of getting featured.
#4 Say It Better,And Say It With Keywords
Make sure you incorporate relevant and competitive keywords into the text that you’d like to have featured. Take a look at what your competitors are saying and create a better, more specific snippet. Make every word count. In other words, no generalities or meaningless terms like “good,” “great,” or “better.” Another quick tip: use Heading 2 and 3 tags. This small addition helps Google identify relevant information within your broader content.
#5 Create Summaries or Lists
Summarize longer content into a short paragraph, bulleted list, or steps and place this summary at the top of your content. For example, if you’ve got a lengthy how-to on how to remove wine from the carpet, then consolidate the steps (1 sentence each) at the top of your article to increase your chances of getting a featured snippet (and make sure you use Heading 2 or 3 for each step). Then, when the reader wants to learn more, they will click on the link to your full article.
When Will My Snippet Get Featured?
As I said above, there’s no guarantee that your content will be featured in a snippet; however, the tips above will get you closer than you are today, and it’s definitely worth the effort. If, after some time, you find that your content isn’t working, don’t be afraid to change it up. If you’re answering the right questions, your likelihood of snagging a featured snippet will increase. Simply, it’s all about getting into your potential customers’ shoes.
Chances are, you and your marketing team have had your world turned upside-down due to Covid-19. But although you may have had to adjust to remote work, there are some ways to make your “new normal” more productive and efficient. Let’s go over 7 tips for productive remote marketing so you can get back to killing your marketing efforts no matter where you are.
#1 Set Up Your Workspace
Distractions are an all-day affair at home, and it’s hard to stay focused when you’re right in the middle of all the action. From kids eating snacks and watching cartoons to dogs barking at passing cars, you really can’t get a break. That’s why it’s crucial to find a workspace that allows you to get away as much as possible. Your dedicated office space will allow you to focus on work, stay in a daily routine, and communicate effectively with your colleagues or clients without distractions..
That being said, it’s impossible to eliminate every distraction when you work remotely. So, don’t be too hard on yourself (or on the kids or the barking dog). Most people understand that these times are difficult and will cut you a little slack if the occasional distraction happens, so don’t let it get you flustered.
#2 Stick To A Schedule
Take a look at your work duties. Create a feasible schedule that helps you reach your goals. Make sure to prioritize the more urgent items on your to-do list. Then, incorporate break time (lunch break, water break, etc.) to give your brain the rest to lead to more productive work. Then, input your schedule (work hours versus off time) on your Outlook calendar and share it with your colleagues. This proactive communication will keep you from straying from your plan.
#3 Communicate With Your Team
When speaking of communication, there’s no such thing as too much of it, especially when it comes to remote work. You’re already removed from the typical work environment — one in which you would be able to lean over your desk and ask a colleague a question or add your opinion to an ongoing discussion. Now, you find yourself on the periphery of the business’ goings-on, which is to be expected if you’re not physically near your team. To fix this issue, frequently communicate with your colleagues. Use video conferencing or pick up the phone and call, but resist the urge to email and text your way through the workday. So much is lost in written interaction. Keep that vital connection with colleagues alive, even if it takes more work on your part.
#4 Rehash Your Marketing Strategy
Because of all the unexpected twists and turns, your 2020 marketing strategy has probably needed a few tweaks (if not a complete overhaul). Instead of just charging forward, spend some time conferencing with your team about what needs to change to be more effective. How have your roles or duties changed? What are the next steps for implementing the strategy? What aspects of the strategy need to be changed to meet new challenges? These questions must be discussed and firmly decided upon before a marketing team can move forward effectively.
#5 Schedule a Daily Check-In Meeting
If you’re leading a marketing team, consider scheduling daily check-in meetings to start the day. In these meetings, you and your team can get on the same page by confirming the day’s goals, priorities, and obstacles and troubleshooting any issues that have arisen over the past couple of days. Not only will you stay connected with daily meetings, but your team will also remain on-task, leading to better efficiency and productivity.
#6 Don’t Neglect the Small Talk
Even though you’re not in the same physical location as your team members, keeping the fun alive is still essential. The interactions that would occur at work — the jokes, the banter, and socialization — can even happen when you’re working remotely, albeit in different ways. For the sake of levity, schedule a short meeting where everyone can talk, vent, joke about their day. Host a happy hour on Zoom on Friday night after the workweek is over. Start a contest, like the best work meme or GIF or this week’s funniest distraction.
It’s hard to be positive when the news spouts fearful pandemic predictions, and you’re all alone in your home office. That’s why it’s so important to celebrate you and your team’s wins, no matter if they’re big or small. When you’ve reached a goal or milestone, celebrate! This focus on positivity is essential no matter where you work, but especially when we feel alone.
The Bottom Line
It may be a hard adjustment, but it’s all about the right perspective. If we can approach remote marketing with positivity and take advantage of the tools that will keep us connected, we can still reach our goals.
There’s no doubt that COVID-19 has changed the way we live, work, and play. For those of us in the marketing field, we’ve seen countless challenges to our pre-pandemic methods for reaching our audience. So many that it’s hard to know where to start. But with a little bit of insight into five ways that COVID-19 has reshaped consumer behavior, we can figure out fresh, exciting ways to reach our customers during this “new normal.”
Read on to learn more about the impact that COVID-19 had and will have on your potential customers.
#1 Buying Local
As communities watched small mom-and-pop businesses struggle to stay above water during the initial pandemic, many banded together to support them through “buy local” efforts. You may have seen your Facebook or Instagram feeds filled with this message as these local small businesses fought unexpected shutdowns in March and April. And as the pandemic continued to gain strength, so did the “buy local” movement. Consumers were living in unprecedented times, and they wanted to support the local economy and do business with brands they can trust.
So what does this mean for your business? It’s time to increase brand awareness among your community, no matter how prominent your business has become. Customize your product or service to meet the needs of those closest to you and engage in your city in ways relevant to your industry and the difficult times we’re facing.
#2 Focusing on Needs
When the pandemic began rearing its ugly head, people tried to predict the potential impact on the economy and, ultimately, their families.
Would there be a food shortage?
Should we add more per month to our savings?
Should we cut non-essential spending?
No one knew what was coming, which caused a shift from buying non-essential or even luxury items to only buying “the basics,” all in the name of financial security. If you sell a non-essential product or service, you most likely saw a dip (or maybe even a scary decrease) in demand.
To combat this challenge, businesses that sell non-essentials need to pivot to stay afloat. In this market, you’ll need to make your product or service irresistible. It could mean lowering your prices or offering additional, more essential products until the pandemic is over. Some companies just switched up their products or services altogether, and who knows if they’ll ever return to the business they had in mind when they first started.
#3 Increased Online Shopping
With quarantine forcing most of us indoors, e-commerce became our only choice when it came to shopping. Of course, some companies did well with this conversion — namely, those already making most of their sales online. However, other businesses scrambled to get organized and make way for customers to buy online. Several months in, most companies who survived are characterized by their ability to switch up their game when it comes to how to deliver their products or services. Those who refused to change, unfortunately, have struggled to make ends meet or have closed altogether.
Once consumers have realized the relative ease of shopping online, we will probably see an uptick in their engagement with e-commerce brands. Even when the pandemic finally comes to a close, brands can expect a higher consumer dependence on online shopping. It means that, if they haven’t already found ways to sell online, businesses will need to do so soon or risk closure.
#4 Increased Focus on Personal Health
The COVID-19 pandemic has understandably caused consumers to take a good hard look at their health. Of course, as people have begun to prioritize healthy living, we’ve seen an increased focus on brands promoting physical and mental well-being.
Businesses that can offer products or services that can contribute to their customers’ health will set themselves apart from the pack, especially during and post-pandemic.
#5 Experiencing Brands
Forced inside and isolated from their communities, most consumers agree on one thing: the boredom is real. That leaves brands an open opportunity to differentiate themselves by offering experiences and inspiration where others don’t provide as simple products or services. Consumers are looking for more than just a “scroll and shop.” They are now expecting to be drawn in with more than just a good deal.
Brands should take advantage of their potential customers’ new need for entertainment and motivation. Emotional engagement leads to sales, and online experiences are the new key to drawing a crowd.
Changing With The Times
As COVID-19 shifts consumer needs, and mindsets, successful marketing teams must make the shift as well. In light of the 5 ways that COVID-19 has reshaped consumer behavior discussed above, what changes should you make to your marketing strategy to maintain and increase your customer pool?
You had a marketing plan all set to go for Q2. Maybe it focuses on summer fun, like travel and sports. Then March hit, and the whole thing had to been thrown out the window.
Where do you go from here?
This pandemic won’t go away overnight, letting us all pick up where we left off. Businesses need to pivot their marketing strategies to reflect the current state of affairs — not how we wish things were.
Here are seven ways your business can tweak your marketing for Q2 — and beyond — as we all learn to navigate the new 2020.
1. Manage expectationsWe’ve all received at least a dozen emails from companies we’ve done business with, updating us on their COVID-19 response. While they may seem like more inbox clutter, they serve an essential purpose.
As this situation continues, supply chain interruptions have gone from possibilities to inevitabilities. Some companies may have to significantly alter their business model to stay competitive in a changing market.
If your customers are facing shipment delays, longer than usual response times, or interrupted service, let them know in advance. Emails are good, but you should also be sharing the message on your website and your social media. Get it out there everywhere you can so your customers won’t be surprised and upset.
2. Increase content marketing
Although some states are slowly reopening restaurants and other businesses, others are still locked down. And as people have adjusted to the “at home” lifestyle, they’ve spent more time online than ever.
Some are looking to learn new skills and increase their industry knowledge. Others are just looking for connections or entertainment. But whatever the reason, people spent 20% more time in apps in Q1 2020, including Facebook, Twitter, and LinkedIn. And Facebook reports that traffic from their platform to other sites has risen over 50%.
This means it’s a great time to provide useful and entertaining content to your audience and promote it on social media for a boost in web traffic. You’ll increase brand recognition and improve your SEO. The time investment now may pay off when the economy stabilizes. #3 Focus on building leads for future sales This may not feel like an appropriate time for selling. But if you’re waiting for things to get “back to normal” before you work on filling your client pipeline, you’ll feel the sting in the future.
There won’t be a day, week, or even month where everything just reopens and we go back to business as usual. The return to normalcy is going to be a long, drawn-out process. And there may be resurgences of this illness that require us to return to our homes.
So you need to prepare now for future sales opportunities and build your leads. If you generate leads through email, consider using this time to make a new lead magnet to gather email addresses. Or try a Facebook lead generation campaign to get people to view a demo, subscribe to a newsletter, or register for a webinar.
#4 Keep posting on social media Even if your brick and mortar store is closed, you need to keep up with your social sharing. Posting consistently builds and maintains brand awareness with your followers. Plus, if you stop posting on social media, your organic engagement will plummet when you do start sharing again.
However often you were posting before this all began, maintain that schedule. Even better — post a bit more.
You can do throwback posts to previous events or launches, build buzz for a future project, or share personal anecdotes from employees or team members. You could also share industry news or educational resources. A cocktail of useful and entertaining content will help keep your followers engaged until you’re ready to get back to your normal content.
5. Think about a PPC campaign
With uncertain financial times, many companies are cutting back their ad spend. That means there are less competition and reduced cost per click for you.
Facebook’s worldwide CPM, or cost per thousand impressions, hit an all-time low of $1.95 in early April of this year. That’s 36% lower than the average over the past two years. And a Facebook pay-per-click campaign (PPC) that cost $0.11 per click in January this year was down to $0.09 in March.
Now, this is an overall average — some industries haven’t seen the same changes. Do a little research on trends in your specific industry before you invest the time and money into a PPC campaign. But for many, fewer companies focusing on PPC means better pricing and less competition for your prospect’s attention.
6. Offer education
If you’ve ever thought about launching an online course, either for revenue or to improve your industry authority, now is the time to do it.
LinkedIn Learning professional development courses saw a 3x increase in time spent on courses in April vs. January. And Cornerstone Learning, which offers employee training to a variety of companies, saw a 75% increase in course registrations in March.
People are taking this extra time to learn new skills, so what can you teach? An online course can live on your own website, or there are sites like Teachable and Thinkific where you build your course.
7. Mind your message
Consumers don’t mind that companies are advertising and marketing right now. One survey showed that only 8% think companies should stop advertising. But marketing messages during a global crisis need to be carefully considered to avoid insensitive or downright offensive content.
Avoid messaging about travel and exploration. And stay away from images that include people touching or gathering in groups. Even if it’s just meant as a metaphor, people are particularly sensitive right now and it’s important to take their concerns seriously.
Instead, focus on how you can relate to people and provide help during this difficult time. Provide encouragement and support for your audience. Instead of aiming for the sale, try to connect with your prospect. They’ll think of you when they’re ready to buy.
Focus on that pipeline
It’s tempting to want to cut every ounce of fat from your budget during these lean times. But businesses who continue to invest in their audience and finding leads will be the ones that bounce back much more quickly as the situation improves.