Social media changes quickly, and it can be hard to keep up with the latest usage information for the top channels. We thought we’d make it easier by rounding up our five favorite social media stats for our four favorite social networks: Twitter, Tumblr, Instagram and Facebook.
Many of these come from Union Metrics research, so feel free to check out our resources page or see how we can help you measure your efforts in each of these places, if you’re eager to see how that after-hours Tumblr queue is paying off.
Social media stats: Tumblr
- Tumblr is a night owl. 42% of all Tumblr activity takes place between 5pm and 1am ET (Source). Takeaway: Brands should try posting outside of traditional business hours to see how their content performs.
- Disney is by far the most popular brand on Tumblr, seeing more overall activity and stronger engagement than any other brand – nearly two times more (Source). Takeaway: Consider a Tumblr presence to join in on the fan conversation that inevitably already exists around your brand.
- 50% of Tumblr users have gone out and bought something they’ve seen on their dashboard (Source). Takeaway: Make it easy for your followers to buy the things you show them on their dash. With the ”Buy” button introduced last year, it’s easier than ever.
- Saturday and Sunday are the most active days on Tumblr (Source). Takeaway: Have a content plan for the weekends. Pay attention to when the most original content is published (bonus stat: that’s 4pm on Sunday) and see how your content performs posted at or around that time.
- Fandom thrives on Tumblr (Source). Takeaway: Movies and television shows should know that their fandoms are on Tumblr, and they are legion. Incorporate fan art (like Teen Wolf) or photos (like Doctor Who) into your content strategy where it makes sense. Make fans feel heard, and appreciated.
Social media stats: Twitter
- Most customers expect a response on social media within an hour (Source). Takeaway: This is true even of nights and weekends, so brands looking to have an active Twitter presence need to be prepared for that.
- Tweets with images or videos in them get more engagement than tweets with text alone (Source). Takeaway: Add appropriate visuals to your tweets whenever possible, but don’t just stick any old image on there just to have one. Choose striking, meaningful visual content to catch your audience’s eye.
- Related to that last point? Tweets with images take up more than twice as much vertical space in the timeline (Source). Takeaway: Simply taking up more space on someone’s feed- particularly when they’re out and about, scrolling through mobile- means your tweets are much harder to simply scan and dismiss. Especially if you choose that visually arresting image we talked about.
- Speaking of mobile users, recent numbers show “80% of users access Twitter via their mobile device” (Source). Takeaway: This means that unless those mobile users are on wifi, they don’t have as much bandwidth to work with and they aren’t going to want to wait forever for images to download, so make sure those visually arresting images aren’t huge. If it’s a big infographic, choose one piece to show and link back to the whole thing.
- When a show’s stars live-tweet an episode during its airtime, they “generate 64% more discussion (ie. tweets about the show) than programs whose cast members abstain” (Source). Takeaway: Even if you’re not in TV, live-tweeting a relevant event- a webinar, a conference, a presentation or panel during an industry meetup- will make you part of a bigger discussion and introduce you to new contacts. Just be sure to use the official hashtags— or create them.
Social media stats: Instagram
- Our own Union Metrics research recommends brands try posting outside of U.S. business hours (Source). Takeaway: Evenings and weekends are times most people have free to browse social and catch up on their streams. Brands should test posting during these times and see if they get a bump in engagement from fans and followers who are otherwise busy during the work day.
- Keeping up your content cadence matters more than how often you post (Source). Takeaway: Obviously you don’t want to completely flood the Instagram feed of your fans and followers, but it’s not unusual for brands to post several times a day. If you have a large queue of content for a campaign, however, and it runs dry afterward before you can plan a robust content calendar, you will start to lose followers.
- Content on Instagram lives longer than you probably realize (Source). Takeaway: Although most activity happens in the first several hours after a brand posts to Instagram, it’s not unusual to see low-level content for days and weeks after a post is first made.
- Brands who advertise on Instagram may continue to see increased engagement after an advertising period has ended; in one case we saw a brand with “a nearly 10% increase in engagement rates across the board, increasing the total activities received per organic post by 25% on average” (Source). Takeaway: If you’re thinking of taking the plunge and advertising on Instagram, the benefits could be longer lasting than you might have assumed.
- Related to the previous point, Instagram is opening up advertising to everyone this fall (Source). Takeaway: Just be sure your creative is up to snuff; Instagram users are used to high-quality, well-executed content.
Social media stats: Facebook
- Images that include people and faces perform well on Facebook (Source). Takeaway: Facebook is a place people connect with friends and family they’re close to in real life, so reflecting this ease and friendliness in your visuals helps your content resonate with those who choose to connect with your brand there.
- You have three seconds to get your fans’ attention in a video (Source). Takeaway: Videos need to be immediately arresting, and also perform well without sound since not everyone opts to turn it on. Shorter videos also tend to perform better than long videos on Facebook.
- Posts with a ton of hashtags don’t perform well on Facebook (Source). Takeaway: Your audience may love hashtags on Facebook, but it seems like most don’t, unless they’re a big popular hashtag like #TBT or popular and annual, like #NationalRunningDay. Use your discretion and test one or two on your posts to see how your audience responds. But definitely don’t leave all 30 from your Instagram post on Facebook; edit that cross-post down!
- 79% of all users are accessing Facebook from their mobile (Source). Takeaway: A lot of social activity is happening on people’s phones, when they’re out and about, commuting, or at home in the evenings. Be sure your content is optimized for mobile to capitalize on this audience. Think about what you want to see within the confines of a smartphone screen and how much data you have to work with.
- Facebook isn’t just Facebook; most people know they own Instagram, but some forget about the other entities in the Facebook ecosystem, including WhatsApp, Messenger, and Occulus (Source). Takeaway: These other apps are something to keep an eye on as the industry develops over the coming years, particularly in the private messaging space. It’s direct access to consumers, but difficult for brands to balance without coming across as creepy or intrusive.