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Social Media Marketing Statistics You Need to Know in 2020

July 08, 2020

Author Bio: Marie Barnes is a writer for Adsy. She is an enthusiastic blogger interested in writing about technology, social media, work, travel, lifestyle, and current affairs.

Statistics show trends without which it is impossible to achieve success in any social or marketing campaign.

 Andrew Lang says, "Most people use statistics like a drunk man uses a lamppost; more for support than illumination". Statistics support any promotional or social campaign, it shows what digital marketers should pay attention to and what they are wasting their time on.

“Digital specialists who don't know the latest trends in their own field of work can't competently do their job” - says the leading SMM specialist of the digital retouching service Photza.com.

In this article, you will find the most useful social media marketing stats (Instagram, Facebook, Twitter, YouTube) that will change your mind about social media networks.


What is going on with social media networks?

Analyzing the habits of Internet users all around the world, it is easy to identify the king of social networks - Facebook. Worldwide, 49% of its users create posts on Facebook at least once a month. The second most popular platform is Instagram, where 27% of users publish content once a month. The third place is occupied by Twitter, where 17% of people make tweets monthly. 

Top 3 social networks with the highest usage:

  • Facebook (49% of users publish content at least once a month)
  • Instagram (27%)
  • Twitter (17%)

Here is a summary of the top platforms in each of the 10 countries. The percentages below represent the number of people who use this platform to publish at least once a month. This information will surprise you.

Social media platforms with the highest level of usage:

USA - Facebook (62%)

United Kingdom - Facebook (52%)

France - Facebook (54%)

Germany - WhatsApp (66%)

Australia - Facebook (62%)

Japan - Twitter (28%)

Brazil - WhatsApp (77%) and Facebook (77%)

Mexico - Facebook (84%)

Russia - Vkontakte (58%)

China - WeChat (90%)

Useful statistics on Instagram

  • 1 billion people use Instagram every month.
  • 500, 000, 000 users watch Stories every day.
  • 89% of users (110,000,000) live outside the USA. Countries where Instagram is popular are Brazil (70,000,000 users), India (69,000,000 users), Indonesia (59,000,000 users), Russia (40,000,000 users).
  • In 2020, its audience will increase by 11% in the USA. It is also worth waiting for the audience's growth in other countries as well.
  • It is the fastest growing social network in Canada. In 2018, the audience growth was 20.4%. In 2019 — 7.3%. In 2020, the expected growth is 6.1%.
  • The country with the highest Instagram popularity is Brunei. Despite the fact that this country can not boast an impressive Instagram-audience, 60% of its residents use this social network (in the U.S., this figure is 37%). Other countries with high Instagram popularity - Iceland 57%, Turkey 56%, Sweden 55%, Kuwait 55%.
  • 37% of U.S. residents who are over the age of 18 use Instagram. It is especially popular among users aged 18-29.
  • Women (52%) and men (48%) form Instagram's audience.
  • 63% of users access the network at least once a day. 42% of people access this social network at least several times a day. Only 16% of users open Instagram less than once a week.
  • In 2020, the average daily time spent on Instagram is 28 minutes per user. This is one minute more than in 2019.

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Useful statistics on Instagram advertising

  • 62% of users became more interested in the brand's products after viewing its Stories.
  • 81% of users always look for information about products on Instagram before buying.
  • 130,000,000 Instagram users click on the posts selling their products every month.
  • Over 50% of Instagram accounts view the "Recommendations" tab monthly.
  • People use emojis with red apples twice as often as with green ones.
  • 14% of US users use Instagram as their news source.
  • The potential advertising coverage is 849, 300, 000 users.
  • Out of 849, 300,000 users and 52, 900,000 users are aged 13-17 years old.
  • On average, companies pay from $100 to $2085 to popular bloggers on Instagram for publishing content with product recommendations. The cost of video with product advertising is estimated at $114-3138, while Stories $43-721.
  • In the U.S., marketers spend 69% of the budget intended for advertising at influencers on Instagram.
  • American companies spend 31% of their advertising budget on Stories, while the rest is spent on newsfeed advertising.
  • In 2020, Instagram will earn 12.32 million from advertising. In 2018, earnings were only 6.18 million. In 2019 — 9.08 million.
  • In 2020, 75.3% of companies in the United States will use Instagram to promote their brand.
  • The average number of brands using Instagram is 2,500 per week.
  • One-third of the most-viewed Stories are made by brands.
  • 60% of brands use interactive elements in Stories at least once a month (geolocation marks, voting stickers, mentioning other accounts, etc.).
  • The share of migrations to e-commerce sites from Instagram is 10.7%.
  • Stickers in Stories improve performance by 83%.
  • Stories that use two or more stickers reduce user engagement by 40%.

Useful statistics on YouTube

  • YouTube attracts 9 billion active users per month. More than 30,000,000 people visit YouTube every day. YouTube is the second most popular search engine.
  • 70% of viewers turn to YouTube to help solve their work, study, or hobby problem.
  • 57% of people visit YouTube for entertainment.
  • 80% of 18-49-year-old people watch YouTube at least monthly.
  • 55% of YouTube users are males.
  • 96% of teenagers watch content on YouTube.
  • Counting just the views on mobile devices, YouTube is visited by more viewers aged 18 to 50 than any broadcast or cable television network.
  • 70% of video viewing time takes place on mobile devices.
  • Currently, over 300,000 users have paid subscriptions.
  • YouTube is the third most popular social network for small businesses, with 46% of small businesses represented on its platform.

Useful statistics on Twitter

  • Twitter has over 326 million active users per month.
  • Daily active users of the network increased by 9% between 2017 and 2018, although it is noted that the number of active users per month decreased in the second half of 2018.
  • 90% of Twitter users also use Facebook; 95% also use YouTube; 73% also use Instagram.
  • 80% of users use mobile devices to have access to this social network.
  • 63% of users are 35-65 aged people.


As we can see, the social media market is changing. One network became more popular, another less. Social media networks have huge potential, their popularity is continuously increasing. No matter what social network you are working with (Facebook, Twitter, YouTube, or Instagram), all of them are popular among different groups of people, they are still important for marketing campaigns of famous brands. Our statistics show worldwide tendencies, which can help foresee future trends. We hope you have read it carefully, we have put a lot of numbers in this article.  

The earlier specialists notice the trend and use it for their own purposes, the more profit any advertising company and any activity in social networks will have. We hope this article was useful to you. 

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