Social media marketing in the United States - statistics & facts

Boosting business through social media

Social media marketing usage in the U.S. has steadily increased over the past few years. In 2021, almost 92 percent of companies embedded social media into their marketing campaigns, up from around 86 percent in 2013. Data also shows that roughly 15 percent of digital media budgets were allocated towards social in 2021, a share that is forecast to grow in the future. So how do companies leverage the power of social media? Surveys show that video is considered the most valuable content type for social media marketing in the U.S., outperforming text-based posts by a significant margin. This focus on video aligns with ongoing user trends and preferences for online video entertainment – a demand that social media giants like Instagram have recognized and reacted to by integrating various video-sharing features into their platforms. In addition to social media posts by brands themselves, influencer endorsement is also considered a highly effective targeting and marketing tool. Despite all that, data also indicates that U.S. consumers are not fully sold on social media marketing just yet, as social was voted the least trustworthy ad medium in 2021.

Market leaders: two for all and all for Meta

While marketers can choose from an ever-expanding pool of social media channels, two platforms take the lead. In 2021, Facebook was voted the leading social media platform for marketing in a global survey, with roughly 93 percent of industry specialists using it as part of their marketing activities. Thanks to its impressive North American and global user base, Facebook also stood out as the leading digital marketing platform among U.S. retailers and small businesses. Instagram, Meta’s other social media pearl, has also turned into a lucrative marketing destination. The app allows companies to promote their products and services through various formats while facilitating direct communication between brands and followers. In addition to being a versatile tool in U.S. marketers’ digital repertoires, Instagram marketing has also become intertwined with the influencer marketing phenomenon. Over 90 percent of U.S. marketing experts mentioned plans to increase influencer cooperation on Instagram in the future, thereby leveraging the platform’s community of creators to stand out in today’s competitive marketplace.

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