2018 Social Media Stats: A Look Back

Taking a look back at social media from 2018

With all the different social media platforms, it can be difficult to choose which ones work best for your business. Sometimes you might even wish you could wave a magic wand and a campaign will appear on your computer screen. While we can’t help you out with the magic, we can help you out with some social media statistics that can give you insight on which platforms you should be using.

As we’re launching 2019 strategies, here’s a look back at some 2018 social media stats.

social media


Whether you’re an avid user or avoid it at all costs, there’s no denying that Facebook is still one of the most widely used social media platforms. In fact, over 2 billion users log on to Facebook every month! So if you’re not using this platform to market to your audience, you’re missing out on a lot of potential customers.

Let’s get some more detail on just how much you might be missing out on.

Facebook Fast Facts

  • Facebook.com is the 3rd most visited website in the world, behind Google and YouTube
  • 66% of the 2 billion monthly users check Facebook daily
  • Messenger is the most downloaded mobile app
  • 88% of Facebook users access the platform on their mobile device
  • 35% of Facebook’s advertising audience is under 25, and another 30% is between the ages of 25 and 30
  • Americans spend an average of 10 to 12 minutes per session
  • Millions of users are members of a Facebook group
  • 78% of American consumers have used Facebook to find retail items to purchase
(Stats from Hootsuite blog.)

What Do These Stats Tell Us?

Okay, so that’s quite a lot of information on Facebook. But there are a few common themes that we can pick out from these stats.

  1. Despite what you may have heard, Facebook is still popular, even with a younger crowd.
  2. Most of Facebook’s users come from mobile devices, so make sure the things you’re sharing are mobile friendly.
  3. Many of these users have joined groups and made purchases based on campaigns and content that they found enjoyable and relatable

So the biggest tip for using these stats in your marketing strategy, use Facebook! With the number of daily users that spend quality time and engage on the platform, you’re bound to find some new audience members.


When we talk about social media statistics, we can’t forget about Instagram. With 1 billion people logging on to Instagram, how could we?! So let’s dive right into who makes up these users, and how they’re using the platform.

Instagram Insights

  • 500 million of Instagram’s 1 billion users check the platform each day
  • 59% of Instagram users are under 30, and 33% are between the ages of 30 and 49
  • 95% of the users on Instagram also use YouTube, and 91% also use Facebook
  • There are about 95 million posts and 400 million stories shared on Instagram every day
  • When it comes to businesses, 80% of users follow at least one business account, 60% of users find new products via Instagram, and 75% of users actually follow through with an action from a business profile
  • The majority of the Top 100 brands are using Instagram
(Stats from Hootsuite blog.)

What Do These Stats Tell Us?

Well, much like Facebook, Instagram has a lot of users worldwide, and a lot of those users are logging onto the platform every day. So, in plain English, not using Instagram means you’re missing out on a good amount of potential audience members and customers!

But there are other things to consider about Instagram too:

  1. If you want to target a younger audience you should be using Instagram. If you want a wider age range, use Instagram and Facebook!
  2. A large percentage of Instagram users are also using Facebook and YouTube, so you can keep your marketing campaigns consistent across the three platforms instead of creating a different one for all three.
  3. Lots of users follow businesses on Instagram and make purchases through those profiles. Switching to a business profile can help you get more reach and provide a great way to showcase products. After all, Instagram is a photo sharing platform!

Instagram has a ton of ways for you to reach new audience members, and it only takes a few minutes to set up. Even if you’re only posting three times a week, getting started is the only way to find out what it can do for you.

mobile social media marketing


Even though it’s been reported that Twitter has been losing users, the social media platform is still going strong. So now let’s look at why that is.

Twitter Tidbits

  • As of October 2018, Twitter has 326 million monthly active users
  • 26% of Twitter users check the platform multiple times per day, and another 20% check it at least once per day
  • 80% of Twitter usage comes from mobile devices
  • Twitter is still in the top 5 most used social media platforms
  • Most Twitter users are in the 30-49 age range, with 18-29-year-olds following behind them
  • According to the latest released data, 500 million tweets are sent each day
(Stats from Business of Apps.)

What Do These Stats Tell Us?

Even with a loss of a million followers in the past year, Twitter is still a very active social media platform. While it may seem like it doesn’t have a place in your marketing strategy, there are a few things to note:

  1. Monthly active users are still in the millions, so you may be missing out on potential audience members
  2. Most of their users come from mobile devices, just like Instagram and Facebook, so creating content that’s mobile friendly can be used across multiple platforms
  3. Twitter is great for brand to customer engagement because users can easily ask questions or report problems to your account.

So, even with fewer users than Instagram and Facebook, Twitter can still help you connect with customers and audience members, and even find new ones.


When we think about social media, it seems like Pinterest often falls out of the picture. But Pinterest is actually not too far behind Twitter in terms of monthly active users. Don’t worry, I’ll give you more detailed information on just how many users they have.

Pinterest Performance

  • 250 million people use Pinterest each month
  • 80% of Pinterest users come from mobile devices
  • About half of Pinterest users are international
  • More men are signing up for Pinterest accounts
  • Millennials make up the largest group of Pinterest users
  • 1 million businesses use Pinterest for marketing
  • Pins have a long shelf-life
(Stats from Pinterest and Hootsuite Blog.)

What Do These Stats Tell Us?

Once again, mobile-friendly content is important for your social media marketing strategy! I know, that’s not news, but I’m gonna keep on repeating it. And just because Pinterest is similar to other platforms doesn’t mean it’s not special in its own way.

  1. Contrary to popular belief, Pinterest isn’t just for soccer moms! Millennials use Pinterest a lot, especially for planning events.
  2. Pins can be considered evergreen content, which means they can continue to be pinned, liked, and commented on for months after their original posting.
  3. Businesses are using Pinterest to showcase their products, services, and inspirational ideas every single day.

No matter how you slice it, Pinterest is still a form of social media that can be useful for marketing. With 250 million users, many of whom check the platform daily and spend 30+ minutes on it, why wouldn’t you want to start using it?!

Pinterest interface

Social Media Strategy Help

Phew. That was a lot of information, and a lot of numbers to keep up with. Are you wondering how you can make an impactful social media marketing strategy? Get in touch with us! We’d be happy to help you figure out which platforms are best for you, and how you can use them to be successful.

Call us: 512-942-5858 | Email us: hello@roadwarriorcreative.com

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