Summarizing: Digital 2021, the global overview report

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We Are Social and Hootsuite conducts a study every year that maps the digital media landscape and 2020 was a different year. We have summarized the most important insights you need to keep in mind during 2021!

2020 was an exciting year based on the digital aspect. The use of social media increased by 13% and meant almost half a billion new users of the social platforms. Today, 4.2 billion people use social media, which is over 53% of the world’s population, and each user spends an average of 2.5 hours a day on social channels. Today, almost 66% of the population are mobile users, and we spend more time in our smartphones than we watch on TV. Our smartphones have become our “first screen”.

Let us deep dive into some interesting statistics about our social media landscape from We Are Social & Hootsuite’s Global Overview Report.

Facebook

  • You can reach 2.18 billion users through advertising on the platform.
  • The number of users has increased by 12% in 2020.
  • The largest target group that you can reach on the platform are men between 25-34 years old.
  • 98.3% log in to the platform via a mobile device, of which 80.7% via the Facebook app.
  • Facebook posts with status-related content generate the most engagement with 0.19%

Instagram

  • You can reach 1.22 billion users through advertising on the platform.
  • The largest target group that you can reach through your advertising on the platform are men between 25-34 years.
  • On average, each user publishes 1.56 posts per day.
  • Carousel posts generate the most engagement with 1.05%.

Youtube

  • 2 billion users log in to Youtube every month.
  • 70% of all youtube clips are displayed on a mobile device.
  • 1 billion youtube videos are shown every day.
  • Of the target groups that you can reach via the platform, 45.8% are women and 54.2% men.
  • The largest target group you can reach is between 25 and 34 years old.

LinkedIn

  • You can reach 727.6 million users through your advertising through the platform.
  • The target group on the platform is divided between 43.1% women and 56.9% men.
  • The largest target group that you can reach through your advertising on Linkedin men between 25-34 years.

TikTok

  • The app has 689 million active users every month.
  • 56 million downloaded the app in December 2020.
  • The target group on the platform is divided between 49% women and 51% men.

Twitter

  • You can reach 353 million users through your advertising via the platform.
  • The target group on the platform is divided between 31.5% women and 68.5% men.
  • The largest target group that you can reach through your advertising on the platform is for women between 18-24 years and for men 35-49 years.
  • The most widely used emoji is the laugh emoji: 😂, which has been used over 3.1 billion times in 2020.

Snapchat

  • You can reach 498 million users through your advertising through the platform.
  • The reach has increased by 15% in Snapchat advertising in 2020.
  • The target group on the platform is divided between 57% women and 40.9% men.
  • The largest target group that you can reach through your advertising on the platform are men between 25-34 years.
  • 33% increase in reach for advertising in the age group 55+.

Pinterest

  • You can reach 200.8 million users through your advertising through the platform.
  • The reach has increased by 6% in advertising on Pinterest.
  • The target group on the platform is divided between 77% women and 14.5% men.

Key takeaways

The use of social media continues to increase and this opens up business opportunities for your company. It’s important to keep up with the turns and follow your target group’s digital behavior. An advice is to create a persona for your chosen target group and choose platforms accordingly. Today’s users of social media are usually on more than one and by being visible on more platforms, you can capture your target audience in everyday life.

Increased budget.

A large increase in the use of social media also makes you reach more people through your advertising on the platform, which means that it is predicted that 60% of all companies that advertise today will spend even more budget in 2021.

Digital customer relationships.

During the current pandemic, we have not been able to build customer relationships by meeting physically. Instead, we have communicated online and this makes your communication more important than ever. Consumers demand fast customer service via social media and a more personal customer experience. It is predicted that brands will focus on humanizing their online customer experiences in 2021.

Live shopping.

Live-streamed shopping arose during the current pandemic and will follow us in 2021. It is predicted that brands and creators will use live shopping to build relationships with the target group and bring them together with their products.

Product searches via social media.

A survey by GWI revealed that social platforms have taken over the most popular way to search for products in the age group 16-24 years and this is something that is predicted to increase in 2021. Social platforms are stated to be the key to searches for brands and products.

Raise your brand’s values.

It is predicted that more people will return to social platforms and search for products and there is a lot of competition among all brands. More than 25% of all consumers who bought something from a brand for the first time claimed that it was because of the company’s values.

Take a step outside your comfort zone.

The fastest growing target group on Facebook is the age group 65+, and a virtual TikTok made a 90-year-old cranberry juice company develop its company overnight. Live shopping has also been a trend that we are growing and Akademibokhandeln tried it out during 2020 which received a very positive response. Yes, there are great opportunities through creativity and increased digital consumption. A lot is about testing yourself and daring to spend a budget to be able to increase business opportunities.

Personalized customer journey.

To understand your target audience is a must for the entire customer journey, and what is predicted for 2021 is that marketing automation will grow further by helping us make our customers happy by being able to deliver the right message, at the right time and place.

Summary

There are many reasons why your company should invest in your social media marketing in 2021, as there are opportunities for increased growth through a steady increase in users. By keeping up with digital development is not just about adapting to Covid-19, but thinking long-term. Because how our society has been shaped by the pandemic may become our everyday life in the future. Digital development might be the new normal. Therefore, stay up to date with the digital trends that are speculating and as we usually say; try yourself, learn along the way and optimize more.

Hope you enjoyed the article. Don’t forget to stay updated by subscribing to our newsletter!

This article is a summary of We are social and Hootsuite’s Global Overview Report “Digital 2021”.

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