100+ Small Business Social Media Stats and Trends You Must Know

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  • Andre Kay
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Social media networking platforms are constantly evolving and integrating new tools that offer brands and small business owners opportunities to reach their target audience, build a community and strengthen customer connections. 

With the event of Covid 19, many more people are using social media not just for social interactions and engagements but for buying and selling products. The crucial question is not whether our consumers are utilizing these technologies but rather what they are doing with them and how we can fully capitalize on the continuously developing opportunities these platforms bring.

Your small business needs to have an effective social media marketing strategy that enables you to connect with your target audience.

Effective social media marketing strategies are backed up by good research and a thorough knowledge of social media statistics and trends. Stats help you assess the performance of your business within your industry and even assist you in finding new prospects. 

Below is a list of essential social media stats and trends you can utilize in setting your small business marketing goals in 2022 to get an enormous return on investment. 


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Social Media Stats and Trends for Small Businesses: What Social Media Marketers are Saying About Social Media

The following are some interesting small business social media stats from 310 marketers on the approaches, formats they use, and the difficulties they face in social media marketing. HubSpot Blog survey in November 2021. 

Marketers’ main social media marketing strategy objectives are advertising their products or services and raising brand awareness.

  1. 77% of social media marketers claim that social media marketing was somewhat extremely effective for their business in 2021.
  1. While about 37% say, social media marketing was somewhat ineffective for them, following the emergence of Covid 19, due to rapid change in marketing approach.
  1. The majority of surveyed marketers claim to publish on most social media platforms four to six times weekly.
  1. According to 82% of marketers, they repurpose content on many social media platforms.
  1. 80% of marketers say infusing humor in content is the most effective on social media.
  1. 54% of social media marketers utilize short-form videos as their primary social media format, followed by live streaming, live audio chat rooms, and user-generated content.
  1. 64% of marketers report spending money on creating and building social media communities.
  1. 68% of marketers collaborate with social media influencers.
  1. 67% of marketers report working with micro-influencers with 10–100K subscribers or followers. Only 29%, on the other hand, claim to work with big influencers with more than 1 million followers.
  1. Millennials are a target audience for 84% of marketers using social media.
  1. 25% of respondents said funny content works best with Gen Z.
  1. According to 27% of the survey respondents, providing compelling content is the top challenge facing marketers on social media.

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Social Media Usage Stats 2022

Billions of people worldwide are using social media to share information and build connections. Current trends suggest that, very soon, the number of people using social media should equal 60% of the world’s population. Here are the social media usage stats you should keep in mind. 

  1. More than 4.62 billion individuals worldwide use social media.
  1. Since 2012, social media usage has increased at a compound annual growth rate of 12%.
  1. The average user typically visits seven different social platforms in a month.
  1. The average number of new users on social media increased to 13.5 per second in 2021.
  1. On average, adults, more than ever before, use social media for 95 minutes each day.
  1. About 75% of people in the world who are 13 or older use social media.
  1. TikTok is a social platform that is expanding the fastest, with a startling 105% increase in US users over the past two years.
  1. Facebook engagement and usage decreased to an average of 33 minutes per day as of 2022 compared with 39 minutes daily in 2017.

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Platform-specific Social Media Statistics Every Small Business Owner Should Know

Facebook Statistics for Small Businesses

Depending on your personal Facebook analytics, you can decide whether or not you should concentrate on Facebook. However, the platform has a sizable user base and a strong advertising presence. The following stats will give you the insights you need.

  1. Facebook is used monthly by 58.8% of all internet users worldwide.
  1. 98.5% of Facebook users use mobile devices to access the platform.
  1. Facebook news is regularly consumed by 1 in 3 adults, indicating the platform’s popularity for timely and frequently controversial content. 
  1. Facebook will have about 1.96 billion daily active users in 2022.
  1. 93% of marketers globally use Facebook as their primary advertising channel. Instagram is ranked second (78%).
  1. Facebook accounted for 25% of all digital ad spending in 2020 – a quarter of all digital ad spending – compared to Google (28.9%), Amazon (10.3%), and others (35.6%). 
  1. Facebook currently has around 10 million active marketers.
  1. According to HubSpot, More than 50% of marketers anticipate increasing their investments on Facebook, YouTube, and TikTok in 2022.
  1. Men make up 56.5% of Facebook users worldwide, while women make up 43.5%.
  1. Men between the ages of 25 and 34 make up about 20% of Facebook users globally.
  1. The lowest demographic of Facebook users worldwide are females between 13 and 17.

Recommended: Facebook lead generation tips

Small Business Instagram Statistics

  1. Instagram is the fourth-most used social media platform worldwide. 
  1. As of 2022, Instagram has over 2 billion users. 
  1. According to a survey by HubSpot, 58% of marketers intend to use Instagram Reels in 2022. 
  1. 90% of Instagram users follow a brand.
  1. 2 out of 3 users claim that Instagram enables them to interact with brands
  2. 50% of consumers who see an Instagram advertisement get interested in the brand.
  1. Individuals under the age of 34 make up 64% of Instagram users.
  1. People between 18 and 34 most likely see Instagram ads.
  1. 44% of Instagram users make purchases weekly, and 28% are pre-planned purchases.
  1. According to HubSpot, 73% of marketers prefer using Instagram for influencer marketing. 
  1. 98% of marketers rated Instagram as the most effective channel for influencer marketing, which is 44% higher than Facebook.
  1. According to 20% of marketers surveyed by HubSpot, working with influencers on Instagram yields the highest ROI (second only to Facebook).
  1. Instagram has engagement rates that are around six times higher than Facebook.
  1. Influencers choose Instagram Stories (83%) and grid posts (93%) over other content formats.

Twitter Statistics for Small Businesses

  1. As of the first quarter of 2022, Twitter has reached 229 million daily active users.
  1. About 436 million people worldwide are monthly active users of Twitter.
  1. 84% of Twitter users use the platform weekly and about 52% use it daily. 
  1. The most common marketing hashtag among #ContentMarketing Tweets is “#DigitalMarketing” (47%) followed by “#SEO” (40%) and “#marketing” (37%).
  1. Link clicks make up 92% of all user interactions with tweets.
  1. 99% of marketers surveyed by HubSpot intend to continue investing the same amount or increase their investment in Twitter.
  1. 93% of Twitter users are open to brands participating in conversations and offering assistance and support.
  1. Twitter users spend 5.1 hours on average per month on the platform.
  1. Twitter is mostly used by millennials more than by Gen Z.
  1. 38.5% of people who use Twitter are between the ages of 25 to 34.
  1. Only 6.6% of Twitter users are 13 to 17 years old.
  1. Women make up only 29.6% of Twitter’s audience, which is dominated by men, who comprise 70.4% of the platform’s population.
  1. The total number of Twitter users worldwide is estimated to reach over 340 million by 2024.

Small Business LinkedIn Statistics 

  1. More than 830 million people use LinkedIn daily across 200 nations and regions.
  1. A HubSpot survey showed that most marketers publish on LinkedIn four to six times weekly. 
  1. 59% of LinkedIn users were between the ages of 25 and 34 as of January 2022.
  1. 87% of marketers said LinkedIn gave average or high ROI.
  1. LinkedIn accounts for more than 46% of all social media traffic to business websites.
  1. In a HubSpot Blog survey, 40% of marketers said they would raise their LinkedIn investment in 2022.
  1. In 2021, LinkedIn ad income surpassed $1 billion, increasing by 37%, while organic session engagement increased by 22%.
  1. By estimates, more than 50% of marketers joined LinkedIn in 2021.
  1.  LinkedIn has one of the most educated and high-earning users on social media, with 51% of college degree holders and 50% earning more than $75,000 yearly.
  1. The most-followed brands on LinkedIn are Google, Amazon, TED Conferences, Forbes, Unilever, and Microsoft.
  2. 82% of B2B marketers claim that LinkedIn has been their biggest source of success. 

Read more: B2B social media strategy guide.

YouTube Statistics for Small Businesses

  1. YouTube is the second-most popular search engine on the planet.
  1. There will likely be 2.8 million YouTube users worldwide by 2025.
  1.  Over 1.7 billion unique users visit YouTube each month.
  2. A 2021 e-marketer analysis reported that 42.5% of businesses utilize YouTube for influencer marketing. 
  1. In a 2022 survey by HubSpot, 50% of social media marketers plan to increase their investments in YouTube, and 20% said they plan to invest in the platform the most. 
  1. More than 25% of all mobile traffic worldwide comes from YouTube.
  1. YouTube is the social media platform where users spend  23.7 hours each month the most. 
  1. More than 5 trillion people have viewed YouTube shorts.
  1. YouTube utilizes ads that target users by intent as opposed to demography. This provides a 100% lift in purchase intent.
  1. YouTube ads have the potential to reach 2.56 billion subscribers.

Small Business TikTok Statistics 

  1. TikTok was the most downloaded app in 2021.
  1. Two out of every three users are likely to purchase while using TikTok.
  1. Compared to other social networks, 70% of TikTok users sense a stronger connection to the people they communicate with on TikTok.
  1. TikTok users worldwide spend an average of 19.6 hours monthly on TikTok on android phones. 
  1. All follower levels on TikTok record a high average engagement rate.
  1. According to a HubSpot poll, 61% of marketers plan to increase their investment in TikTok marketing in 2022.
  1. Gen Z consumers now prefer TikTok over Instagram.
  1. 39% of Gen Z shoppers claim that what they see on TikTok directly influences their shopping choices. 
  1. In comparison to YouTube (66%) and Instagram (64%), TikTok showed the biggest increase in planned new platform investment for businesses in 2022 (84%). 
  1. According to 62% of TikTok users, platform-specific branded content is the greatest approach to engaging with customers. This shows that original posts on TikTok are vital, not just recycled content.

Recommended: How to monetize your TikTok account even with small followers

Social Media Consumer Behavior Statistics 

  1. Users on social media are more inclined to buy from other users —their “preferred” form of influencer— based on a product suggestion (37%) than from celebrities (7%).
  1. A product page including images from social media increases a customer’s likelihood of purchasing by six times.
  1. For 52% of social media users, privacy and data protection are “very significant” and vital. 
  1. Below are more stats from Hootsuite on consumer behavior.
  1. Two hundred million people utilize social media daily and view at least one business profile.
  1. A hundred and thirty million people interact with shopping-related posts on social media monthly.
  1. 90% of social media users have already interacted with a brand or business on their favorite platform.
  1. 95% of adults between 18 and 34 are most likely to follow a brand on social media.
  1. A consumer is 71% likelier to recommend a brand on social media following a positive experience. 

Small Business Social Media Advertising Statistics 

  1. Retargeting advertisements are the most popular among advertisers, with 77% of B2B and B2C marketers reporting using them in their Facebook and Instagram ad campaigns.
  1. Marketers invested 60% more in Facebook and Instagram ads in 2021 than in 2020.
  1. Ad spending on social media will exceed over $173 million in 2022.
  1. Spending on social media video advertisements will increase by 20.1% to $24.35 billion in 2022. 
  1. With a 25% YoY growth and more than $137 billion in revenue, social media recently surpassed paid search as an advertising platform.

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Conclusion of Social Media Stats and Trends for Small Businesses

Setting more intelligent advertising goals and fine-tuning your plan require knowledge of the most recent social media marketing statistics.

What opportunities do different platforms offer? Do you need to switch from adverts to organic content or the other way around? Should you intensify what you’re doing right now?

You now have the information you require to work with from all these statistics. Utilize it by putting the knowledge to work to develop your social media marketing strategies.

Before setting off, set clear goals, understand your target audience, and study your competitors.


Sociallybuzz launched in 2009, is a social media, digital advertising, and reputation management Company. We exist to help businesses grow using social media, data, and advertising.

Sociallybuzz was named the Top Marketing Agency in the US by Upcity and recognized as one of the Best social media marketing and digital advertising companies in America.

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