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December 9, 2013

Social Media Stats that Will Impact Your Strategies for 2014

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Image courtesy of David Castillo Dominici/

Businesses consistently dismiss the importance of social media, and in many ways, for good reason. It’s challenging to quantify, and even tougher to manage. You can’t do social halfway – either you’re tackling this landscape with a full throttle approach, or you’ve dipped a toe in and haven’t seen an iota of movement.

One of the most difficult aspects of social media is the ever-changing landscape. Riding on assumptions and intuition about social demographics and trends is a fatal flaw. To be effective in the social stratosphere, you have to stay on the pulse of what’s trending. And that varies from platform to platform. What Pinterest users are going batty for will not match up with the latest Twitter tweets. So be prepared to stay on top of social media’s latest and greatest, or you won’t see your efforts pay off.

If you’re just kicking off your social dominance, or you’re ready and willing to make changes to your strategy, feast on the new statistics below. These will help you be up to date on what’s shaking in the social scene.

The Most Popular Activity on the Web

Reuters reported ages ago that social media is more popular than online nudity. The cardinal rule of marketing is to meet people where they’re at. Right now, people are watching videos of cats eating pizza and people falling on their bums in droves. They’re also tweeting about #androidgames, things that tick them off (#igetangrywhen) and the recent #ama awards. Make your content relevant to these millions of users, and you will absolutely see results.

If you’re still one of the naysayers who feel social media just doesn’t work, explain that to 93 percent of marketers – only 7 percent of marketers don’t use social media. If it were a failing entity, those numbers would likely be dwindling, not epically rising.

The Demographic is Wider Thank You Think

Yes, it’s true that 50 percent of the world’s population is now under 30, and most of those folks literally grew up using social media. But here’s a stat that will blow your mind – the fastest growing Twitter demographic is between the ages of 55 and 64. Since 2012, these Boomers have grown 79% on the platform. Those in the 46-54 year old bracket are the fastest growing for Facebook – a 46 percent year over year jump.

This is critical data, as so many marketers think if they’re not targeting teenagers, social media isn’t feasible. This is proof you can run a grown-up campaign and see it take off like gangbusters, if you’re committed.

TV, You’ve Been Targeted

Television is no longer the big dog of marketing. According to Jeff Bullas, YouTube now reaches more adults in the 18 to 34 age bracket than any cable network. This means that if you’re trying to reach the younger audience, having a strong video marketing strategy is a no-brainer. YouTube now boasts over 1 billion unique visitors each month, consuming over 8 billion hours of video watching. This is a 50 percent increase from March to August this year – this trend doesn’t seem to know any limits just yet.

Small Screens Rule

Smartphone access is just as hot as the social media dominance. This is especially critical if you’re trying to reach that aforementioned younger audience. Facebook now states that mobile generates over 30 percent of their ad revenue. Since over 50 percent of all Americans now have smartphones, it’s readily apparent this trend is only going to increase. If you aren’t incorporating phone-friendly content into your efforts, you’re potentially missing over half of your demographic.

The plot thickens when it comes to mobile too; unlike large screens, smartphone users don’t like to let their connection source out of their sight. In fact, 25 percent of 18-44 year old phone users can’t remember not having their phone nearby. By combining social efforts with mobile-centric content, you not only dramatically broaden your horizons, you access folks who want to be continuously connected.

Engagement is Your Friend

Don’t be overwhelmed by the number of social media platforms that are springing up. If you’re just starting out, you don’t need to focus on all of them. You need to choose the ones your audience is using, and specifically target those with the highest engagement.

LinkedIn, as an example, is a tempting prospect – every second, 2 new folks sign-up on the professional platform. Yet only 51 percent of LinkedIn users are active. They may have the numbers, but LinkedIn doesn’t have the level of engagement that you need. Google+ has 60 percent engagement; they’re even a better prospect for most companies. Unless you market directly to executives and professionals, there’s no need to own the LinkedIn space.

The big dogs are still Twitter and Facebook. You need to be on these sites. Factor in Pinterest if you’re after women (they are the dominant active users of this platform), and if you’re cutting edge, jump on Vine; this new 6-second video site is blazing a very hot trail.

Regardless, do not underestimate the power of a well-planned social media strategy. By utilizing these key statistics, you are empowered to find your loyal and active audience – treat them well, and they will make your wildest revenue dreams come true.

What latest social media trends are you curious and excited about?


Conscious online marketer, web executive, and multi-faceted writer Tina Courtney has been creating and fostering online innovations since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, influencer marketing, community management, lead generation, and project management. Tina is also a certified Reiki practitioner, herbalist, and accomplished life coach.  Learn more on LinkedIn, Facebook and Google+.

18 Responses to “Social Media Stats that Will Impact Your Strategies for 2014

    avatar Ferry says:

    Social media facebook and twitter are often used, and also a definite Google+ …
    Pinterest and LinkedIn also rarely I use

    avatar Steve says:

    I agree that Social Media is now turning into business platforms, I think in the coming year lots of people will have social website / pages to do the business as currently many people are doing while the trend will keep on moving further…

    avatar mark rowe says:

    Thanks Tina. 6 second video sounds interesting. I will check out Vine.

    avatar Peter White says:

    Travel and especially accommodation websites would implode without the constant use of social media sites.

    thanks for the piece, never heard of vine before though, will check it out!

    avatar Thomas says:

    Another great article! I have been using social for the last year consistently. It takes as much time setting up a page as it does to build a page on a website. Here is an idea… Think of your website as a new property. In order to dominate the web you need to build, build, build. Don’t just settle for a single web property like a website. Build a community that points to your main web property and to each other like a spiders web! Adding Facebook, Twitter, Google Plus, and even dozens of others not only will give you great links, but also a higher web presence overall! It’s about being “King Of The Mountain”! If you are the most relevant web search for a given topic then how can that traffic go anywhere else? Remember… All your web work should be targeted and focused! If you don’t know what keyword phrases will bring you traffic, then that’s where you should start. I have 50 that I target on over 25 web properties. It has taken me many hours over many months. But like a community or estate, with every step the overall vision and rank grows. After reading the above article I realize that I need to focus more on Facebook, Twitter, and Google Plus! I did not know that they were getting those numbers and the demographics they are getting! Thanks Tina!

    Thomas! GREAT strategy – can’t argue with one bit of your brilliance 🙂 Thank you for sharing!

    avatar Aventura Infotech says:

    As we know that social networking sites have a great impact on ranking. If any post have more links and share it gives more powerful signals for a website. Now mostly business have fan-page or business page on social networking site link Facebook or G+, even linkdin provides also company page option.

    avatar GvR says:

    @Tina: Great article. Regarding G+ you state ” Google+ has 60 percent engagement; they’re even a better prospect for most companies – so why don’t you link on your G+ profile to this article?

    Good question! I’m slow to get things linked but I will do so 🙂 Thanks for keeping me on my toes!

    avatar Ritesh Reet says:

    Demographics is making a great impact on Social media area, I think soon instagram will also make a great impact on social media optimization. WHat we need to do is to engage the users through catchy titles, descriptions and offers.

    avatar Jewelry Singapore says:

    The raise capacity of social networking sites is really shocking for us.

    avatar vimal says:

    nice one and great thanks for this for this strategy.

    avatar Alpha Sirius says:

    Love this article! Want to invite all of you to turn Social Media into Social Sales! Meet SAP CEM experts at ASI on Jan 16 to know our most in-demand SAP product. Email for details, or register here: #alphasirius_sap

    avatar Shasha says:

    Twitter is a powerful tool!Here’s a quick video that will guide you how to easily and effectively boost your Twitter audience –

    avatar Alex says:

    Facebook, Twitter has also changed dramatically over the years, becoming a top source for real-time news sharing. For a microblogging site with a 140-character text limit, Twitter sure has made its mark online.

    avatar Naveen Gupta says:

    I really love, because it is very helpful for knowing about Most Popular Activity on the Web.

    avatar David Claire says:

    Sitepronews is nice informative website, i read it very few, but it contain good information, keep it up

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