Why have we compiled a FREE social media guide?

We’ve been publishing social media expertise for years and want to bring a complete archive of expertise into a one-stop library.

Social media changes fast…so we’ll cover the basic essentials AND a deeper dive too.

Of course, nothing can replace bringing in digital specialists skilled in making your social media produce real results.

In today’s hyperconnected world, social media has become an indispensable tool for communication, entertainment, and information sharing. With over 4.66 billion active users worldwide, social media platforms like Facebook, YouTube, Instagram, and TikTok have revolutionized the way we interact, consume content, and make purchasing decisions.


As social media continues to evolve at an unprecedented pace, understanding the latest trends and data in usage, demographics, and buying behavior is crucial for businesses to effectively navigate this dynamic landscape. This article delves into the latest social media benchmarks, providing insights into the global reach, platform-specific usage patterns, user demographics, and the growing influence of social media on consumer behavior.

But our knowledge archive is a great place to start!

Just click on the links for a free guide to everything from your first steps into the social media world to more advanced social techniques AND how to make these work for your business too.

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Social Media Guide: Your Journey Begins Here

Where to begin? Let’s look at the social media sites available to you and understand which are the most used.

The good news? We have a quick read guide to all the major platforms! Click your way to free overviews of LinkedIn, Twitter, YouTube, Tumblr, Instagram, Snapchat, Reddit and Pinterest.

Ready to Make Social Media Work Harder? Social Tips and Tricks

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Every social media platform has its own different ways to make the best of how your presence looks to others, how to reach the right audience and how to display your message.

Take a deeper dive into the workings of every type of social media by finding out about the best blogging platforms (yes, blogging is a form of social media too!) and discovering pro tips for every social site…

Twitter: Choosing your Twitter handle, image dimensions  and getting verified.

Facebook: Using Facebook Live, organic reach, Facebook likes and Facebook for marketing.

Instagram: Instagram likes and using hashtags PLUS IGTV.

YouTube: Creating a channel, building views, understanding YouTube subscribers and SEO.

LinkedIn: Introducing your account.

Social Media Statistics – Digital Marketing Strategies

Major social media platforms, including best practices, optimal post frequencies, and ideal content formats:


  • Best Practices:
    • Use high-quality visuals that capture attention and tell a story.
    • Engage with your audience by responding to comments and answering questions.
    • Use relevant hashtags to reach a wider audience.
    • Run contests and giveaways to generate excitement and engagement.
    • Collaborate with other influencers to expand your reach.
  • Optimal Post Frequency:
    • 2-3 posts per day
  • Ideal Content Formats:
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  • Best Practices:
    • Share industry news and insights to establish yourself as a thought leader to your LinkedIn target audience.
    • Participate in relevant groups and discussions to connect with potential clients and partners.
    • Use LinkedIn’s native features, such as Pulse and Articles, to share longer-form content.
    • Optimize your LinkedIn profile to showcase your expertise and experience.
    • Network with other professionals in your industry.
  • Optimal Post Frequency:
    • 1-2 posts per week
  • Ideal Content Formats:
    • Articles and blog posts
    • Infographics and presentations
    • Videos and podcasts
    • Company updates and announcements


  • Best Practices:
    • Use concise and engaging tweets that are relevant to your target audience.
    • Use relevant hashtags to reach a wider audience.
    • Engage with your audience by retweeting, replying to, and liking tweets.
    • Run Twitter polls and contests to generate engagement.
    • Use Twitter ads to target specific demographics and interests.
  • Optimal Post Frequency:
    • 3-5 tweets per day
  • Ideal Content Formats:
    • Short and informative tweets
    • Images and GIFs
    • Videos and live streams
    • Threads
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  • Best Practices:
    • Share a mix of content, including news, images, videos, and links.
    • Use Facebook’s native features, such as Groups and Events, to connect with your audience.
    • Engage with your audience by responding to comments and answering questions.
    • Run Facebook ads to target specific demographics and interests.
    • Use Facebook Live to connect with your audience in real time.
  • Optimal Post Frequency:
    • 2-3 posts per day
  • Ideal Content Formats:
    • Images and videos
    • Articles and blog posts
    • Links to external websites
    • Facebook Live videos
Facebook Marketing Solutions

Social Media and Your Business

We suspect you’ll already know just how important social media marketing is for your business.

The main sites all bring opportunities to leverage their unique audiences to help create leads or boost your brand.

Our recommendation? A social media audit is a great place to start your journey to understand social media marketing. Then, a well-considered social strategy including monitoring will bring all your work together.

There are some basics to take in too, including: online marketing tips, social media search and hashtags.

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Like before, every social platform needs a different approach to make your marketing efforts count…

Twitter: A wide range of Twitter tools can help with analytics and scheduling; our favourites include Hootsuite and TweetDeck (see our user guide here and our advice on TweetDeck for business).

Facebook: Facebook marketing solutions and video ads.

Instagram: Running an Instagram campaign.

Snapchat: Take a closer look at Snapchat for business, brands on Snapchat, Snapchat marketing, Snapchat advertising and Snapchat geofilters.

There’s a world of potential customers out there, looking for useful and interesting social content. They want to talk WITH your business rather than be sold TO. In return? The chance for customer loyalty and engagement on a whole new level.

inspiring examples of brands doing social media well, along with an analysis of what made their campaigns effective:

1. Nike’s “Dream Crazier” Campaign

Released in celebration of the 30th anniversary of its iconic “Just Do It” slogan, Nike’s “Dream Crazier” campaign was a powerful and inspiring tribute to female athletes. The campaign featured a montage of female athletes overcoming obstacles and achieving greatness, accompanied by a voiceover that challenged the stereotypes and limitations often placed on women in sports.


  • Authenticity: The campaign resonated with viewers because it was authentic and empowering. It didn’t shy away from addressing the challenges faced by female athletes, but instead, it celebrated their resilience and determination.
  • Emotional Connection: The campaign evoked strong emotions in viewers, tapping into their sense of pride, admiration, and inspiration. It reminded them of the power of dreams and the importance of pursuing their goals, regardless of gender.
  • Cultural Relevance: The campaign addressed a timely and important issue, sparking conversations about gender equality in sports and society at large. It tapped into a growing movement of women demanding to be treated with respect and given equal opportunities.

2. Wendy’s Twitter Strategy

Wendy’s has become known for its witty and engaging Twitter presence, consistently using the platform to connect with its audience in a humorous and relatable way. The brand’s social media team is known for their quick comebacks, clever memes, and hilarious observations about pop culture.


  • Personality: Wendy’s has developed a distinct and memorable personality on Twitter, one that is both friendly and irreverent. This has helped to humanize the brand and make it more relatable to its audience.
  • Humor: Wendy’s has mastered the art of using humor to connect with its audience. Its tweets are often funny, clever, and unexpected, making them stand out in the crowded social media landscape.
  • Real-time Engagement: Wendy’s is always on the lookout for opportunities to engage with its audience in real time. It often responds to trending topics, news events, and popular memes, keeping its brand at the forefront of the conversation.

3. Dove’s “Real Beauty” Campaign

Dove’s “Real Beauty” campaign has been running for over a decade, but it remains one of the most effective and inspiring social media campaigns ever created. The campaign challenged the unrealistic beauty standards often portrayed in the media, celebrating the beauty of real women in all their shapes, sizes, and colors.


  • Inclusivity: The campaign was groundbreaking in its inclusivity, featuring women of all ages, ethnicities, and body types. This helped to redefine beauty standards and make women of all backgrounds feel seen and valued.
  • Empowerment: The campaign empowered women to embrace their natural beauty and celebrate their unique qualities. It encouraged women to be confident in themselves and to not let societal expectations define their worth.
  • Longevity: The campaign has been running for over a decade, demonstrating its enduring impact and relevance. It has sparked an ongoing conversation about body image and self-acceptance, and it continues to inspire women around the world.

These examples demonstrate the power of social media to connect with audiences, build brand awareness, and drive positive change. By using social media strategically, brands can create campaigns that are not only effective but also meaningful and impactful.

Pay Per Click Ads: An Unmissable Advertising Opportunity?

Paid amplification strategies are essential tools for businesses seeking to expand their reach, engage their target audience, and achieve their marketing goals. These strategies involve leveraging paid advertising platforms and influencer partnerships to amplify the visibility and impact of their content and messaging.

Paid Advertising Platforms

Paid advertising platforms offer businesses a powerful way to reach a wider audience with targeted ads. These platforms, such as Facebook Ads, Google Ads, and LinkedIn Ads, allow businesses to create and run ads that are tailored to specific demographics, interests, and behaviors. By targeting their ads effectively, businesses can maximize their ad spend and achieve a higher return on investment (ROI).

Benefits of Paid Advertising:

  • Targeted Reach: Paid advertising platforms allow businesses to target their ads to specific demographics, interests, and behaviors, ensuring that their ads reach the most relevant audience.
  • Measurable Results: Paid advertising platforms provide comprehensive analytics that allow businesses to track the performance of their ads, measure their ROI, and optimize their campaigns for better results.
  • Versatility: Paid advertising platforms offer a variety of ad formats, including text ads, image ads, video ads, and carousel ads, allowing businesses to choose the format that best suits their message and target audience.

Influencer Partnerships

Influencer partnerships, also known as influencer marketing, involve collaborating with influential individuals on social media platforms like Instagram, YouTube, and TikTok. These influencers have established followings and credibility within their respective niches, making them powerful advocates for brands and their products or services.

Benefits of Influencer Partnerships:

  • Authentic Endorsement: Influencer partnerships provide brands with authentic endorsements from trusted individuals, which can significantly enhance brand credibility and trust among consumers.
  • Targeted Reach: Influencers have established followings among specific demographics and interests, allowing brands to reach their target audience with greater precision.
  • Engagement and Interaction: Influencers can generate high levels of engagement and interaction with their audience, creating buzz and excitement around a brand’s products or services.

Combining Paid Advertising and Influencer Partnerships

Combining paid advertising and influencer partnerships can create a powerful synergy that amplifies brand messaging and drives engagement across multiple channels. Paid advertising can be used to reach a wider audience and drive traffic to influencer content, while influencer partnerships can add credibility and authenticity to paid advertising campaigns.

Key Considerations for Paid Amplification Strategies:

  • Identify Target Audience: Clearly define your target audience to ensure your paid advertising campaigns and influencer partnerships reach the right people.
  • Set Clear Goals: Establish specific and measurable goals for your paid amplification efforts, such as increasing brand awareness, generating leads, or driving sales.
  • Choose the Right Platforms: Select the paid advertising platforms and influencer partnerships that align with your target audience and marketing goals.
  • Create High-Quality Content: Develop engaging and relevant content that resonates with your target audience and aligns with your brand messaging.
  • Track and Analyze Results: Continuously monitor the performance of your paid advertising campaigns and influencer partnerships, making adjustments as needed to optimize results.

the latest social media benchmarks and data around usage, demographics, and buying behavior across major platforms:

Global Social Media Usage

  • Active Social Media Users: 4.66 billion (July 2023)
  • Social Media Penetration Rate: 59.5% of the world’s population
  • Average Daily Social Media Time: 2 hours 27 minutes (July 2023)

Platform-Specific Usage

  • Facebook: 2.91 billion active monthly users (Q3 2023)
  • YouTube: 2.56 billion active users (October 2023)
  • WhatsApp: 2.41 billion active monthly users (Q3 2023)
  • Instagram: 2.03 billion active monthly users (October 2023)
  • TikTok: 1.55 billion active monthly users (Q2 2023)

User Demographics

  • Age Distribution:
    • 13-17: 8.3%
    • 18-24: 12.9%
    • 25-34: 18.8%
    • 35-44: 20.7%
    • 45-54: 18.7%
    • 55-64: 13.0%
    • 65+: 7.5%
  • Gender Distribution:
    • Male: 51.0%
    • Female: 49.0%
  • Location Distribution:
    • Asia: 50.6%
    • Latin America: 9.4%
    • North America: 8.2%
    • Europe: 8.0%
    • Middle East & Africa: 7.5%

Social Media Buying Behavior

  • Social Media Users Who Have Made a Purchase: 79%
  • Top Reasons for Using Social Media for Shopping:
    • Research products: 59%
    • Find deals and discounts: 50%
    • Read reviews and recommendations: 52%
    • Discover new products: 47%
  • Social Media Platforms Most Used for Shopping:
    • Instagram: 44%
    • Facebook: 42%
    • YouTube: 28%
    • Pinterest: 26%
    • TikTok: 25%

Please note: The data presented above is based on various sources, including Statista, Hootsuite, and Social Media Examiner. It is subject to change and may not reflect the most recent updates.

Frequently Asked Questions

Q: How often should I post on each social media platform?

A: Posting frequency varies by platform, but general guidelines are 1-2 times per day for Facebook, 1-3 times per day for Twitter, 1-2 times per day for Instagram, and 1-2 times per week for LinkedIn. Tailor to your audience and industry.

Q: Does social media really drive sales?

A: Yes, 92% of social media marketers say social generates more website traffic, and 72% say it provides more lead generation and sales opportunities. The key is driving targeted traffic.

Q: Should my business manage social media in-house or outsource it?

A: Many businesses find success outsourcing to social media marketing agencies who can plan and execute campaigns full-time. But managing in-house allows for more control and brand voice consistency. Assess your team bandwidth.

Q: What factors are driving the growth of social media usage?

A: Several factors are contributing to the growth of social media usage, including increasing smartphone penetration, affordable internet access, and the rise of video-based platforms like TikTok.

Q: Which social media platforms are most popular among specific demographics?

A: Facebook remains the most popular platform among all demographics, but Instagram and TikTok are particularly popular among younger users.

Q: How can businesses effectively use social media to reach their target audience?

A: Businesses can effectively use social media to reach their target audience by creating engaging content, using relevant hashtags, and running targeted advertising campaigns.


In closing, developing an effective, integrated social media strategy is critical for reaching modern audiences across platforms like Instagram, Facebook, LinkedIn and Twitter. By consistently publishing valuable, engaging content optimized for discovery, participating in conversations, and promoting your posts through paid and viral means, brands can connect with customers digitally and drive real business ROI through conversions and sales.

Track analytics using each platform’s native tools as well as third party software to refine your approach over time. With people spending so much daily time scrolling feeds, an active social presence is no longer optional for brands and individual creators alike.

Exciting times…good luck!

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