Social Media Stats And General Posting Guidelines For Maximal Reach!
Updated: Nov 14, 2022
It is without a doubt that just about everyone and their grandma uses some form of social media these days, but just how did it so happen that a whopping 58% of the entire human population uses some form of social media?
Before we dive into how exactly social media became such a prominent part of life for many, and some vague rules for posting on these platforms to harvest optimal reach, lets first look at some statistics.
According to the world bank, in 2020, there were about 7.753 billion people on earth. Just to put that into perspective lets think of a scenario. If you were to think of how long away 7 billion seconds is in years, it works out to a mind boggling approximate 210 years! Below is a visualization of the year over year increase in population since the 1960s:
So with this in mind, how many people use social media? Well, the figure is estimated to be somewhere in the 4.62 billion range as of 2022. Lets take a look at the breakdown of which apps are the most popular among users!
image provided by broadbandsearch.net
To make things even crazier, the average amount of time spent on social media is a crazy figure, sitting at around 2 hours and 27 minutes! If the average person sleeps about 8 hours a day, then this number works out to about 15% of the average social media users day! There is a clear picture that these figures paint, which is that social media plays a significant and consuming role in our daily lives!
Now you might be wondering, well how exactly did we get here? The need for social interaction is a part of human nature, and before social media, there was a gap that needed to be filled. There was essentially no good way to keep up with people no matter where you were in the world or to know what's going on around the globe (besides news outlets). A key factor in Social Media gaining extreme popularity is that it capitalizes on the basic human need to feel connected with peers and the natural human longing for being a part of a bigger community in the most time efficient way possible. Simply log into your account and scroll a bit to see what your family, friends, and just about every other human on this planet is doing. You can read more on what factors are contributing to the popularity of social media here.
So what does this mean for marketers and other people looking to promote their content on these social platforms?
One of the key things that I encourage businesses looking to grow using Social Media to do is realize that the people on the other side of the screen are humans just like yourself. It is critical that when creating content for these social sites, you put yourself in the shoes of the consumer. Here is a list of questions you should ask yourself before you post any form of content on social media:
Would I save it? Is it something I might want to watch again later?
Would I share it? Would my friends find it helpful?
Would I like it? Is it something I might bring up in a conversation?
Would I watch it until the end? Would I watch it twice?
Would I follow the account posting this type of content?
Does it provide me with value?
The answer to all these questions does not need to be yes, but it should be to most.
The first 4 questions exist to gauge if the algorithm of whatever social site you are posting on will push your content. These are the 4 most crucial fields that you must respond yes to before every post. This is due to the fact that most mainstream social media sites use these 4 metrics (like, shares, saves, and watch time) to gauge viewer interactivity. These 4 metrics are ultimately the most controllable deciders of whether your post gets put in front of 100 people or 10,000,000.
But what if you respond yes to the first 4, and your video blows up, but you barely get any followers from it? In that case, make sure that the content you are posting is relevant to the theme of your page. For example, you post a video about scuba diving and it gains crazy traction. Let's say that it was posted from a page for your restaurant. The issue here is that the niche scuba-loving traffic you just drove in with your viral post will not be interested in the food content that populates your page, in consequence causing them to leave without following.
Below we have an example from our posts. The first post with a mere 2,000 views drove in about 2x the page visits and 6x the website traffic when compared to our second post with around 30,000 views. Even though the first post drove far less traffic, it was extremely niche, directly targeting our ideal consumer, while the other one was far less niche in comparison, and did not target our ideal consumer.
These posts can be found on our Instagram through our website home page!
Though the message of your post is a key factor in whether or not it will take off, it is just as crucial to nail the technical aspects of the post as well. Here is a list of just some things to consider:
Video Quality (Is it high resolution or low resolution?)
Video Time (Shorter and more concise is usually better!)
Post Time (Look up best post times on your platform)
Platform Optimized Captions
Hashtags or Categories
Since these topics have some series meat to them and are very platform-specific, we will be touching on them in a later guide. For the time being, you now have all the basic background knowledge to start thriving across most social media platforms! We know that there are a lot of factors when it comes to SMA, so it's normal to want a pro to do it for you. If that's the case, make sure to check out our marketing agency!