Title: 43 Social Media Advertising Stats that Matter to Marketers in 2020
Headings: 43 Social Media Advertising Statistics that Matter to Marketers in 2020
43 Social Media Advertising Statistics that Matter to Marketers in 2020
General social media advertising statistics
1. Social ad spending is forecast to increase 20% to $43 billion USD in 2020
2. As of late 2019, the worldwide average CPM is down 3%, year over year
3. Social ad impressions are up 20%, year over year
4. But average global social CTRs are down 30%, year over year
5. 52% of all online brand discovery still happens in public social feeds
6. Weak social ads create negative emotional response in less than a second
7. 72% of B2B marketers who use paid channels online use paid social
8. 27% of internet users say they find new products and brands through paid social ads
9. 13% of internet users say that a “buy” button would increase their likelihood of purchasing on social
Instagram ad statistics
10. 928.5 million people can be reached by ads on Instagram
11. Instagram ads reach 15% of everyone over the age of 13, around the world
12. Instagram’s ad reach is up 5.7%
13. 92% of Instagram users say they’ve followed a brand, clicked on their website, or made a purchase after seeing a product/service on the platform
14. 31% of Instagram ad budgets go to Stories
15. 69% of a brand’s influencer budget goes to Instagram creators, on average
16. Video is the most expensive Instagram influencer format for brands, who pay an average anywhere between $114 USD and $3136 USD per post
Facebook ad statistics
17. Facebook ads reach 1.95 billion of the platform’s 2.5 billion monthly users
18. Facebook’s ad prices decreased 5% in Q4 2019, year over year
19. Facebook’s ad reach only grew 1% in Q4 2019.
20. 80% of social referrals to ecommerce sites came from Facebook in Q1 2019
21. 26.7% of Facebook Pages use paid media
22. The average organic reach for a Facebook post is 5.17% of a Page’s likes, while the average paid reach is 28.1% of total reach
23. Worldwide, the average Facebook user has clicked 12 ads in the last 30 days
24. Split testing ads improves cost-per-acquisition by 72%, according to Facebook
Twitter ad statistics
25. Twitter shows ads to 152 million “monetizable users” every day
26. While 80% of Twitter’s users are international, only around 43% of the platform’s revenue comes from non-U.S. markets
27. Ad engagements increased 29% in Q4 2019
28. Twitter’s cost-per-engagement dropped 13% in Q4 2019
29. Twitter users spend 26% more time viewing ads than users on other platforms
30. Promoted tweets with video have a 50% lower cost-per-engagement
Snapchat ad statistics
31. Snapchat has 218 million daily active users as of Q4 2019
32. 82% of Snapchat’s advertising audience is 34 or younger
33. Snapchat’s advertising revenue is forecast to be about 2 billion USD in 2020
34. Snapchat ads are 7x more efficient than TV ads at reaching Gen Z
LinkedIn ad statistics
35. LinkedIn ads reach 12% of the world’s population, and 62% of the American population
36. LinkedIn is the top paid (and organic) channel for B2B content marketers
37. 89% of B2B marketers use LinkedIn for lead generation
38. Sponsored InMail has a 52% open rate, on average
39. LinkedIn is the top platform for brand safety
YouTube ad statistics
40. YouTube brought in $15 billion USD in ad revenue in 2019
41. 70% of YouTube views are on mobile, but TV screens are the fastest-growing screen segment
42. YouTube Preferred ads lift recall by 112% and purchase intent by 53%
43. Less than 1% of watchtime on YouTube is spent with borderline content

Content: Read our full guide here. Facebook ad statistics
17. Facebook ads reach 1.95 billion of the platform’s 2.5 billion monthly users
According to Hootsuite’s Digital 2020 report, that’s 32% of the world’s population (over the age of 13). Facebook is, yes, still the biggest social platform on record. Also note that around 1.21 billion of those people are between the ages of 13 and 34. Source: Digital 2020
18. Facebook’s ad prices decreased 5% in Q4 2019, year over year
The company said in its Q4 2019 earnings call that this was primarily due to an increase in Stories ads, which are cheaper on average. ( 4 million advertisers are using Stories; twice as many as the year before.)