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The number of social media users worldwide has swelled to a record 4.9 billion people globally. What’s more, this number is expected to jump to approximately 5.85 billion users by 2027.

These aren’t users tied to a single platform, either: The average user now spreads their digital footprint across a staggering six to seven platforms every month—highlighting the need for a multi-platform approach to social media marketing.

Facebook’s reign continues into 2023, but it doesn’t stand alone. YouTube is hot on its heels, clocking in with 2.5 million monthly active users. These staggering numbers aren’t just statistics, either. They highlight the expansive influence and potential of social media platforms. The takeaway for marketers? To harness the increasing power of social, marketing strategies will need to leverage these platforms effectively to engage with audiences. 

Time is a precious commodity. So it’s significant that the average person globally spends a significant portion of their day—about 145 minutes—on social media. Interestingly, Americans fall slightly below this average, clocking in at 2 hours and 7 minutes daily.[4]

To put this into perspective, if the average person maintained this usage over an average life span of 73 years, the end result is an astonishing 5.7 years spent on social media platforms. For marketers, these numbers highlight the reach and potential of an effective social media strategy.

Both brevity and authenticity are winning the day on social media, with short-form videos—typically less than a minute in length—capturing the attention of 66% of consumers. Highly shareable, these bite-sized videos are 2.5 times more engaging than longer videos, and 34% of consumers appreciate the more genuine nature of the shorter form. 

It comes as no surprise that the majority of people are tapping into social media through their mobile devices, but the number itself might raise some eyebrows: 99% use a tablet or smartphone to connect to social media, while 78% do so exclusively from their phones. At 1.32%, desktop social media users are dwarfed by their mobile-loving counterparts.[4] It’s clear, then: mobile-focused social media strategies are key. Make sure that when you create a website for your business, you utilize a website builder that can reflexively optimize your site for both desktop and mobile experiences.