Social Media Statistics You Need To Know for 2023 Planning
TikTok: It's here to stay
- TikTok has over 1.5 billion monthly active users
- TikTok is the most downloaded application in the third quarter of 2022
- Advertisers may be able to reach 885 million users aged 18 and above on TikTok as of January 2022
Instagram Reels: You'll only be seeing these more
- Reels grew by 220 million users between July and October of 2022
- 62% of Instagram users say they use it to research brands and products
Hashtags: Are they out?
- 40% of 18-24-year-olds are using social media as their primary search engine
- In a study run by Hootsuite, they found that using keyword-optimized captions instead of hashtags increased reach by 30% and doubled engagement
For years, we've suggested to the brands we work with that hashtags are not necessarily the end all be all to increase reach, and we are continuously finding this to be true. While hashtags are certainly not useless, Instagram's CEO himself has informed us that hashtags are not a way to get more distribution, but rather to help categorize your post. When you are using Instagram hashtags and the platform picks up that the post you created is, in fact, engaging based on the results it's getting, Instagram will then suggest it to more people through the Explore page, top posts on hashtag pages, hashtags people follow, and suggested posts in the home feed. So, the act of simply adding hashtags to your post will not result in an increase in reach, it is the engaging content itself that helps to increase reach through the automated Instagram algorithm. With that said, we suggest brands continue to utilize hashtags in the first comment so the categories are attached to your post, but that the primary focus is on using keywords and engaging copy in the caption to intrigue Instagram users in the first place.
LinkedIn: Beyond the B2B Market
- 33% of B2B decision makers use LinkedIn to research purchases
- LinkedIn users have 2X more buying power
- Over 200 characteristics to help tailor your targeting
While LinkedIn has classically been used as a B2B-only channel, the lines here are starting to blur. For example, have you noticed that you're seeing more personal updates across your feed? Now, this doesn't necessarily mean that you should be posting personal updates on your company's LinkedIn page, but it does mean that the extremely formal nature of the platform could be starting to shift. Try testing out more casual language and maybe even the use of an emoji every now and then to see how your audience responds! As LinkedIn is the social media audience with the highest buying power, we also recommend considering some B2C targeted ads along with your B2B strategy. In our industry, ads targeted to specific keywords or locations are relevant to everyone, no matter what company they work for! With LinkedIn's extremely detailed targeting capabilities, leads will certainly be more expensive, but they just might be more qualified (and ready to purchase) than ones you receive on other platforms!
If you need help taking action on any of the above, give us a shout! We've been furthering fresh food brands for decades, and we'd love to add your brand to our growing list of clients.