85+ Important Social Media Advertising Statistics You Need to Know

While marketing can certainly be an art (we see you Wendy’s Twitter), cold hard numbers are also important in this business. To optimize social media campaigns

and to maximize success, social media marketers need to know their statistics and understand the social media landscape on a quantitative level.

Social media statistics can give information about your advertising strategy, tell you if you should use an advertising platform, and teach you how to properly communicate with your target market. If you are developing a social media advertising plan for 2023, here are the key numbers that will lead you to victory.

General statistics of social advertising

• More than 4.74 billion people worldwide use social media, and in 2022 the number of social media users increased by 4.2%.
• Social media ad spend exceeded $173 billion in 2022.
• In 2023, social media advertising spending is projected to exceed $268 billion.
• Social video advertising is expected to reach $79.28 billion in 2024.
• In the third quarter of 2022, social spending increased by 12% compared to the third quarter of 2021.
• In 2022, social media accounted for 33% of all digital advertising spend.
• Social media advertising is the second largest digital advertising market.
• The US is the largest social media advertising market in the world.
• In general, user trust in social media platforms has declined in 2022.
• Social Media CPM for Q3 2022 was $8.15.
• By the end of 2022, social media ad impressions were more than 30% higher than the previous year.
• The click through rate for social media ads worldwide is 1.2%.
• In 2022, social media video ad spending grew 20.1% to $24.35 billion.

Learn more about social media advertising here, or check out even more detailed social media statistics here.

Instagram ad stats

As the 8th most visited website in the world, the 4th most popular social media platform in the world, and the most downloaded app in the world, Instagram has an obvious appeal. But before you start an Instagram ad campaign, take a look at the demographics and market potential.

• Instagram’s ad revenue is projected to be $50.58 billion in 2023 (compared to Facebook’s $71.32 billion).

• CPM ads on Instagram increased by 17% in the third quarter of 2022. Over the past two years, it has increased by 55%.
• eMarketer predicts that Instagram ad revenue will grow by 12.1% this year and Facebook by 1.2%.
• 61% of Instagram’s advertising audience is between the ages of 18 and 34, making it the perfect place for advertisers looking to reach Gen Z or millennial audiences.

• Less than 7% of Instagram’s ad audience is over 55, so if you’re looking to reach boomers, this might not be the best platform for you.
• Instagram’s advertising audience is slightly more biased towards male users than female users, with 52.4% of the advertising audience identifying as male.
• Instagram ads can reach 76% of the Turkish population aged 13+. The next largest markets are Argentina (66.5%) and 65.9% Brazil (65.9%).
• In the US, ad penetration on Instagram is 51.4%. The UK and Canada account for 51.9% and 49.4% respectively.

Check out more Instagram stats here. Ready to start your Instagram ad campaign? Check out our guide to Instagram advertising here.

Facebook ad stats

With 2.93 billion monthly active users, Facebook remains a central part of most people’s internet experience. In fact, 36.7% of the world’s population use the app every month. So, despite a rather tumultuous year, the fact is that Facebook remains one of the most valuable brands in the world. If you’re interested in Facebook advertising in 2023, here’s what you need to know.

• Facebook ad revenue is expected to grow to $75.11 billion in 2024.

• The potential advertising reach of Facebook is 2.08 billion people.
• Facebook ads reach 62.6% of all Americans aged 13+.
• Facebook Reels has a potential ad audience of 697.1 million, although Reels accounted for only 3.3% of ad impressions on the platform in 2022.
• For Stories, the potential advertising audience is 1.25 billion users.
• On the Facebook Marketplace, your ad has a potential audience of 495.7 million users.
• 18.7% of Facebook’s advertising audience is in Southeast Asia. (The next largest group is South America with 12.1%).
• 40% of Facebook advertisers use Click-to-Messaging: a smart way to keep customers engaged on the platform.
• Facebook ads reach 33.3% of the world’s population over the age of 13.
• The Facebook advertising audience is 56.4% male.
• Despite Facebook’s reputation as a place for baby boomers to thrive, only 12.5% ​​of Facebook’s ad audience is over 55.
• The largest demographic of Facebook users is between 25 and 44 years old: a whopping 48.8%. Hello millennials!

• The average cost per ad decreased by 18% in the third quarter of 2022.
• In the five days between Thanksgiving and Cyber ​​Monday, Facebook’s CPM dropped 37% year-on-year.

These are, of course, only scratches on the surface. Click here for more Facebook stats, then find out everything you need to know about Facebook ads here.

Twitter ad stats

Following the public takeover of Twitter by billionaire Elon Musk at the end of 2022, the social media platform is currently in a state of flux. But we can assume that it will continue to be an important part of the social media landscape. After all, as of October 2022, it was the sixth most visited website in the world with over 63.7 billion visits per month from 1.6 billion unique users. Such love (or passionate habit?) is not going anywhere. Check out the key Twitter ad stats marketers need to know in 2023.

Find more interesting Twitter statistics here. Or check out our Twitter advertising guide to start your own Twitter advertising campaign.

• Twitter’s ad revenue reached US$6 billion in 2022.
• The total potential ad reach on Twitter is 544.5 million (that’s 6.8% of the total population).
• Ad reach on Twitter grew 12% qoq compared to last year’s quarter.
• Advertising on Twitter covers 10.7% of all Internet users.
• 74.3% of Twitter’s advertising audience identifies as male (and 25.7% as female).

• The regions with the highest Twitter reach are Singapore (65.1%), Japan (60%) and Saudi Arabia (55.5%).

• In 2023, users will spend at least 6 minutes per day on Twitter.
• Twitter ads reach 91.7 million people in the US.
• Twitter’s CPM is the lowest of any major platform, with an average CPM of $6.46.
• 26% of people spend more time watching ads on Twitter than on other leading platforms.
• Twitter has 237.8 million monetized daily active users.

Snapchat ad stats

The messaging app’s temporary stories have been copied by almost every other platform at the moment, but Snapchat’s appeal among teens and Gen Z is still strong. As of October 2022, Snapchat has a total of 576 million users, with a whopping 347 million daily active users. Obviously, this is still a place to see and be seen, so if you’re interested in exploring Snapchat ad options, check out these Snapchat ad stats.

• Snapchat has a potential audience of 575.7 million people (11.4% of all internet users), with ad reach growing 7% year-on-year in 2022.
• After viewing ads on Snapchat, users are 34% more likely to buy the advertised products and 45% more likely to recommend the brand to their friends.
• The market for 35+ Snapchat advertisers is growing, with a 40% increase in the average daily time an app spends interacting with a publisher’s show and content year on year .
• While Snapchat ads make up less than 2% of the US digital ad market, app ads reach nearly half of US smartphone users.

• The country with the highest eligible ad reach on Snapchat is Saudi Arabia.
• Some other impressive international numbers: India has the largest Snapchat ad audience of all with 145 million and the US has 107 million.

• According to Snapchat, ads between 5 and 6 seconds have the best performance, and surprisingly, 64% of Snapchat ads are viewed with sound.
• Gen Z ad recall on Snapchat is higher than other generation cohorts… even though these users spend less time viewing each ad: 55% of Gen Z can remember an ad they watched for less than 2 seconds.

Check out more interesting Snapchat statistics here. Then check out our guide to advertising on Snapchat.

LinkedIn ad stats

LinkedIn turns 20 this year (note: send flowers! ) Sure, it’s a drop in the bucket compared to Facebook or Instagram, but a career-focused social network has its own unique advantages. If you want to reach specific LinkedIn audiences with your social media advertising strategy, read on for the numbers you need to know.

• LinkedIn has a potential advertising reach of 857.1 million people (that’s 10.7% of the total population).
• The potential reach of LinkedIn advertising is 16.9% of the total number of Internet users.
• LinkedIn users are dominated by men, with ad reach accounting for 56.2% of LinkedIn’s total ad reach.
• LinkedIn ad reach is slowly but surely growing, reaching 0.9% QoQ in 2022.

• LinkedIn’s advertising audience is overwhelmingly in the 25 to 34 year old range.
• Only 2.9% of LinkedIn’s advertising audience is over 55.

• The regions with the highest eligible ad reach are the UAE (80.6% of the population aged 18+), followed by the US (71.8%) and Singapore (70.2%).
• Despite this, the United States has the largest advertising audience on LinkedIn in net terms, with 190 million users.
• 19% of marketers agree that LinkedIn is the most important social platform for their business.

Learn more about LinkedIn stats here, then get ready to tackle our LinkedIn advertising guide.

YouTube ad statistics

Youtube is still the king of video sharing sites (sorry, TikTok), so it’s no surprise that the platform is also a powerful option for advertisers.

• Youtube has a potential audience of 2.51 billion people (31.5% of the total population and 49.6% of the total number of Internet users).
• YouTube posted a 9.8% year-on-year ad reach growth.
• 2.06 billion YouTube viewers over the age of 18.
• 54.3% of YouTube’s advertising audience identifies as male.

• YouTube’s worldwide advertising revenue was over US$7 billion as of Q3 2022.
• Mobile ads on YouTube are 84% more engaging than traditional TV ads.
• 59% of Youtube viewers believe that YouTube ads are more relevant to their interests than ads on TV or streaming services.
• YouTube’s demographics are more evenly distributed than other social networks, with 29% of its advertising audience over the age of 45.
• On the other hand, 35.8% of YouTube’s audience is in the 18-34 age group.

• YouTube’s 18+ reach rate is the highest in the UAE, where it has a potential reach of 98.3%. The second place is occupied by the Netherlands with a coverage of 92.5%.
• India has the largest YouTube reach with an advertising audience of 467 million.

Check out more statistics about Youtube here. And we have everything you need to know about Youtube advertising.

TikTok ad stats

Since its launch in 2016, TikTok has been downloaded 3.3 billion times (and growing), with 672 million downloads in 2022 alone. The app is clearly not brilliant, and marketers who still see it as a repository of flippant dance memes are missing out on some serious business opportunities. If you’re interested in advertising on TikTok and reaching 50 million daily active users, it’s time to dive into some numbers.

• In the US, the potential ad reach for TikTok is 109,538,000 people. The next largest ad reach market is Brazil (76M+), followed by Indonesia (69+).

• TikTok has 50 million daily active users who use the app for an average of 1.5 hours every day.

• TikTok’s potential ad reach is 945.2 million (among users aged 18+)… That’s a 14.6% (121 million) ad reach increase from 2021.
• 36.9% of TikTok’s advertising audience are women aged 18-34; 32.8% of men in this valuable demonstration.
• 30.4% of Tiktok’s advertising audience is 35 and older… including 5.5% in the 55+ category.

• TikTok’s advertising audience is biased towards women: 53.1% of users think so.
• The hashtag #tiktokmademebuyit has reached 31.8 billion lifetime views.
• 2 out of 3 shoppers say they are inspired to buy something on TikTok, even when they are not actively shopping.
• TikTok Live is particularly effective, with 50% of TikTok users buying something after watching Live.

Learn more about TikTok advertising here, or check out even more TikTok statistics here.

In fact, we’re only scratching the surface of these social media ad stats—there’s a whole world of social media stats to ponder over. And if you’re feeling overwhelmed, just take a deep breath and watch Fridgeworthy until you’re calm, composed, and ready to return to the exciting world of social media advertising.