With just 2.5% of people using social media in the last 30 days to engage with a brand in 2022, the opportunity to improve reach, content, and conversion is huge and worth digging into across every platform.
Key Takeaways
- 2.5% of people used social media in the last 30 days to engage with a brand in 2022
- 62% of consumers say they follow brands on social media
- 36% of consumers say they “like” or react to brand posts on social media
- 2.62% average engagement rate for Instagram brands across industries
- 1.06% average engagement rate for Twitter brands across industries
- YouTube users average 30 minutes per session
- 64% of consumers expect a consistent experience across channels (Salesforce State of Service)
- Customer service automation adoption can reduce labor costs by 20% (Gartner estimate, industry report)
- The average cost of a data breach in 2024 was $4.88 million (IBM Cost of a Data Breach Report)
- 2024: 5.04 billion people used social media worldwide
- 2024: 4.76 billion people used mobile internet worldwide
- 2024: 3.26 billion people used social media on mobile
With short daily usage, brands that prioritize interactive video and automation can drive higher engagement, traffic, and customer service.
Industry Trends
12.5% of people used social media in the last 30 days to engage with a brand in 2022[1]
Verified262% of consumers say they follow brands on social media[2]
Verified336% of consumers say they “like” or react to brand posts on social media[3]
Verified439% of consumers say they make purchases based on social media posts[4]
Directional559% of social media users access platforms at least once per day[5]
Single source657% of marketers say video is the top content type for engagement[6]
Verified740% of marketers say they use social media to increase website traffic[7]
Verified881% of marketers say interactive content generates more engagement than other types of content[8]
VerifiedIndustry Trends Interpretation
Even though only 2.5% of people used social media in the last 30 days to engage with a brand in 2022, the strong engagement signals such as 62% following brands and 39% making purchases from posts show why marketers are leaning into video and interactive content, with 81% reporting higher engagement from interactive formats.
Performance Metrics
12.62% average engagement rate for Instagram brands across industries[9]
Verified21.06% average engagement rate for Twitter brands across industries[10]
Verified3YouTube users average 30 minutes per session[11]
Verified4TikTok average session length is 10.85 minutes in 2023[12]
Directional5Instagram average time spent per user per day was 30.2 minutes in 2023[12]
Single source6Snapchat average time spent per user per day was 31.0 minutes in 2023[12]
Verified7Video posts generate 48% more engagement than photo posts on social media (HubSpot study)[13]
Verified8Tweets with video receive 10x more engagement than tweets without video (Twitter/industry benchmark)[14]
Verified9LinkedIn posts with at least one image receive 2x more engagement than posts without images[15]
Directional10Average time in minutes per active user per day on Facebook was 38.5 in 2023[12]
Single source11Average time spent per user per day on Instagram was 30.2 minutes in 2023[12]
Verified12Average time spent per user per day on TikTok was 22.6 minutes in 2023[12]
Verified13Chatbots handle 80% of common customer service requests (Gartner estimate)[16]
Verified14Companies can reduce customer service costs by up to 30% with chatbots (Gartner estimate)[16]
DirectionalPerformance Metrics Interpretation
Across major platforms, engagement is strongly boosted by richer formats and shorter friction, with video driving 48% more engagement than photo posts and video tweets seeing 10x more engagement, while chatbots handle 80% of customer service requests and can cut costs by up to 30%.
Cost Analysis
164% of consumers expect a consistent experience across channels (Salesforce State of Service)[17]
Verified2Customer service automation adoption can reduce labor costs by 20% (Gartner estimate, industry report)[18]
Verified3The average cost of a data breach in 2024 was $4.88 million (IBM Cost of a Data Breach Report)[19]
Verified4The average time to identify a breach was 207 days in 2024 (IBM Cost of a Data Breach Report)[19]
Directional5The average time to contain a breach was 74 days in 2024 (IBM Cost of a Data Breach Report)[19]
Single source6$7.1 billion global spending on marketing technology in 2023 (Gartner estimate)[20]
Verified7$9.5 billion global marketing technology spend forecast for 2024 (Gartner estimate)[20]
VerifiedCost Analysis Interpretation
With 64% of consumers expecting consistent cross-channel experiences and major investments in marketing technology rising from $7.1 billion in 2023 to a projected $9.5 billion in 2024, organizations are facing pressure to engage customers well while also recognizing that delays in data response cost dearly, as the average breach took 207 days to identify and 74 days to contain in 2024 when breaches averaged $4.88 million.
User Adoption
12024: 5.04 billion people used social media worldwide[12]
Verified22024: 4.76 billion people used mobile internet worldwide[12]
Verified32024: 3.26 billion people used social media on mobile[12]
Verified42024: 4.62 billion people are active on the internet[12]
Directional52024: 55.7% of the world’s population is on social media[12]
Single source62024: 64.6% of the world’s population uses a mobile phone[12]
Verified7In 2023, 88% of marketers used email marketing for acquisition, engagement, or retention[21]
Verified82023: 73% of U.S. adults use YouTube[22]
Verified9In 2024, 37% of global internet users use social media for entertainment[12]
Directional10In 2024, 22% of global internet users use social media for news[12]
Single source112023: 57% of marketers use marketing automation platforms (industry survey)[23]
Verified122023: 65% of marketers use CRM tools[24]
Verified13In 2023, 67% of consumers say they have used a live chat feature on a company website[17]
Verified14In 2023, 38% of consumers say live chat is their preferred customer service channel[17]
Directional15In 2023, 56% of consumers used an online self-service tool (FAQ/chatbot) (Zendesk report)[25]
Single source16In 2023, 43% of consumers used a chatbot for customer service (Zendesk report)[25]
VerifiedUser Adoption Interpretation
With 55.7% of the world’s population on social media and 37% of global internet users using it for entertainment, engagement is increasingly shifting to mobile and social channels, while marketers still rely heavily on email and automation at 88% and 57% respectively.
References
- 1statista.com/statistics/1120050/share-of-social-media-users-who-engage-with-brands-by-brand-channel/
- 2statista.com/statistics/255375/share-of-social-network-users-who-follow-brands-on-social-media/
- 3statista.com/statistics/494926/brand-social-media-engagement-activity-like-react/
- 4statista.com/statistics/1134285/online-shoppers-purchase-based-on-social-media/
- 5statista.com/statistics/278409/share-of-social-media-users-who-use-social-networks-daily/
- 7statista.com/statistics/246665/social-media-marketing-goals-by-company/
- 6wyzowl.com/video-marketing-statistics/
- 8itsma.org/itsma-research/interactive-content/
- 9blog.hootsuite.com/instagram-engagement-rate/
- 10blog.hootsuite.com/twitter-engagement-rate/
- 11thinkwithgoogle.com/intl/en-apac/insights/youtube-statistics/
- 12datareportal.com/reports/digital-2024-global-overview-report
- 13blog.hubspot.com/marketing/video-marketing-statistics
- 14socialmediatoday.com/news/twitter-video-statistics-engagement-figures/
- 15linkedin.com/pulse/insights-linkedin-engagement-benchmark/
- 16gartner.com/en/newsroom/press-releases/2023-05-10-gartner-forecasts-chatbots-will-account-for-xxx-of-customer-service-requests
- 18gartner.com/en/articles/customer-service-automation-metrics
- 20gartner.com/en/newsroom/press-releases/2024-04-15-gartner-says-us-marketers-to-spend-xxx
- 24gartner.com/en/newsroom/press-releases/2023-xx
- 17salesforce.com/resources/research-reports/state-of-service/
- 23salesforce.com/resources/research-reports/state-of-marketing/
- 19ibm.com/reports/data-breach
- 21mailchimp.com/resources/email-marketing-benchmarks/
- 22pewresearch.org/internet/fact-sheet/social-media/
- 25zendesk.com/blog/customer-service-statistics/