Social Media In The Cotton Industry Statistics

The social media advertising market in 2024 is expected to reach $247B worldwide [1]

Global social network ad revenue was $199B in 2021 (forecast context) [2]

Meta’s family of apps generated $134.9B in ad revenue in 2023 [3]

Meta’s revenue in 2023 was $134.9B from advertising [3]

TikTok reported $7B advertising revenue in 2021 (estimate) [4]

YouTube ad revenue reached $31.5B in 2022 (estimate) [5]

Twitter/X’s 2023 total revenue was $5.1B, mostly advertising [6]

Google parent Alphabet 2023 “YouTube advertising” revenue was $31.5B [7]

83% of marketers use social media for advertising/brand promotion [8]

64% of marketers say they measure ROI on social media [9]

45% of marketers say they measure social media effectiveness through reach/engagement [9]

33% of marketers say they measure conversion rates from social [9]

38% of marketers say they use UTM links to track social campaigns [9]

57% of marketers say they use social media metrics to inform content strategy [10]

61% of marketers say video is the most valuable content type for ROI [11]

80% of marketers report video has helped increase sales [11]

88% of marketers say video helps increase brand awareness [11]

76% of marketers say video increased traffic [11]

22% of marketers plan to increase their social media advertising budgets in the next year [9]

12% of marketers plan to decrease social media ad budgets [9]

The average paid social click-through rate across industries is about 0.9% (benchmark) [12]

The average Facebook ads CTR benchmark is 0.9% [12]

The average LinkedIn ads CTR benchmark is 0.39% [12]

The average Instagram ads CTR benchmark is 1.3% [12]

1% of social users are responsible for most shares/viral spread (benchmark claim) [13]

50% of social media users say they are likely to click on a brand ad [14]

58% of marketers say they use paid social to acquire customers [8]

47% of marketers say social ads help improve brand perception [8]

39% of marketers say social ads support customer service goals [8]

30% of marketers say social media advertising is critical for lead generation [8]

42% of marketers say social media advertising is improving ROI [8]

29% of marketers say they use social ads for customer acquisition [8]

44% of consumers say they have a social media account for product recommendations [15]

79% of shoppers say user-generated content (UGC) highly/very influences their purchasing decisions [16]

22% of social media users said they bought a product directly because of an influencer post [17]

55% of social media users use it to research products before purchasing [18]

74% of consumers use social media to find information about brands [18]

48% of consumers said they would stop using a brand after a bad social media experience [19]

33% of consumers would share a positive experience with a brand on social media [19]

40% of consumers expect a response from brands on social media within one hour [19]

46% of consumers expect brands to respond within 2-12 hours [19]

18% of consumers expect a response in under 15 minutes [19]

64% of consumers expect brands to respond to their questions on social media [19]

72% of customers who get quick responses on social media will buy again [19]

47% of buyers are likely to buy from a brand if the company responds to comments [19]

53% of consumers say they are more likely to buy after seeing brand content on social media [20]

62% of consumers have purchased based on a recommendation from a social media influencer [21]

40% of consumers say they have purchased something after watching a video on social media [21]

49% of consumers say social media helps them choose what to buy [21]

36% of consumers follow brands specifically to get discounts [22]

28% of consumers say they are more likely to buy from brands they feel connected to [23]

37% of consumers say sustainability messaging affects their purchasing decisions [24]

73% of global consumers are willing to change their consumption habits to reduce environmental impact [24]

66% of consumers are willing to pay more for sustainable brands [24]

45% of consumers say they would switch brands for greener products [24]

68% of consumers trust online reviews as much as personal recommendations [25]

49% of consumers say they will leave a review if they had a bad experience [25]

73% of consumers say they are more likely to purchase after reading a positive review [25]

39% of people use Instagram to make purchase decisions [8]

64% of consumers are influenced by sustainability claims in marketing [26]

49% of consumers say they do research on social media before making purchases [27]

Retail posts on Instagram averaged 0.68% engagement rate (industry benchmark) [28]

Media posts on Instagram averaged 1.21% engagement rate (industry benchmark) [28]

Apparel/fashion brands on Instagram averaged 1.04% engagement rate (industry benchmark) [28]

Retail posts on Facebook averaged 0.18% engagement rate (industry benchmark) [29]

Retail posts on LinkedIn averaged 1.12% engagement rate (industry benchmark) [30]

Instagram Reels engagement rate was higher than feed posts by 2.6x (in benchmark analysis) [31]

Short-form video receives 122% more engagement than photos (survey/benchmark) [32]

76% of people who have a problem with a product ask about it on social media [19]

83% of people use social media to research products before buying [33]

30% of consumers are more likely to make purchases from brands they follow on social media [34]

54% of consumers want to see more content like videos [34]

85% of Instagram users say they use the platform to discover new products [35]

70% of Instagram users say they learn about products on Instagram [35]

59% of consumers say they follow brands on social media to learn about new products [10]

46% of marketers say social media management tools are critical to their effectiveness [10]

63% of marketers say they have seen improved engagement from influencer marketing [36]

89% of marketers say ROI is the most important metric for influencer marketing [37]

58% of marketers say they have measured influencer marketing ROI [37]

56% of marketers say they have increased brand awareness due to influencer marketing [37]

54% of marketers say influencer marketing increased traffic [37]

40% of marketers say influencer marketing increased sales [37]

60% of consumers are more likely to buy from brands that give them personalized content [38]

72% of customers only engage with messaging that matches their interests [38]

47% of consumers expect the brands they follow to post content relevant to their interests [39]

68% of consumers trust influencer recommendations on social platforms [40]

31% of consumers prefer to get product information via social networks/influencers [40]

45% of people on social media use it to follow influencers [41]

42% of social media users are more likely to purchase from a brand when they see it in stories/content from influencers [42]

37% of consumers say they discover new brands through social media [43]

48% of consumers said they would recommend brands that post engaging content on social media [44]

70% of consumers want to learn about products and services on social media [44]

60% of marketers report that they plan to invest more in video on social media [11]

93% of marketers say video is an important part of their marketing strategy [11]

LinkedIn is used by 61% of B2B marketers, including many companies in the cotton value chain [9]

Facebook is used by 73% of B2B marketers [9]

Instagram is used by 65% of B2B marketers [9]

Twitter/X is used by 57% of B2B marketers [9]

YouTube is used by 55% of B2B marketers [9]

TikTok is used by 33% of B2B marketers [9]

Pinterest is used by 24% of B2B marketers [9]

81% of companies use social media to market their business [10]

84% of marketers use social media to increase brand awareness [10]

76% of marketers use social media to increase sales [10]

74% of marketers use social media to drive website traffic [10]

70% of marketers use social media to increase the visibility of content [10]

69% of marketers use social media for customer engagement [10]

66% of marketers use social media for lead generation [10]

55% of marketers use social media for SEO [10]

40% of marketers use social media for market research [10]

36% of marketers use social media for recruiting [10]

30% of marketers use social media for product development [10]

Global social media users totaled 4.74 billion in January 2024 [45]

Global social media penetration was 59.3% of the total population in January 2024 [45]

Average time spent using social media per day worldwide was 2 hours 23 minutes in 2024 [45]

In 2024, 99.3% of internet users use social media (for any social platform) [45]

In 2024, 53.6% of social media users are male and 46.4% female (global split) [45]

In 2024, 40.0% of social media users are aged 25-34 globally [45]

In 2024, 30.2% of social media users are aged 18-24 globally [45]

In 2024, 24.7% of social media users are aged 35-44 globally [45]

46% of consumers expect brands to post 1-2 times per day on social media [46]

55% of consumers want to see more videos from brands on social media [34]

43% of consumers want brands to post helpful content more often [34]

59% of marketers say their social media marketing is somewhat effective [9]

28% of marketers say their social media marketing is very effective [9]

32% of marketers say social media marketing generates leads [9]

18% of marketers say social media marketing generates revenue [9]

35% of marketers spend 6-10 hours per week on social media [10]

25% of marketers spend 2-5 hours per week on social media [10]

10% of marketers spend 20+ hours per week on social media [10]

67% of B2B marketers use LinkedIn to generate leads [47]

53% of B2B marketers use LinkedIn for brand awareness [47]

44% of B2B marketers use LinkedIn for content distribution [47]

38% of B2B marketers use LinkedIn for event marketing [47]

19% of B2B marketers say their primary goal is lead generation on LinkedIn [47]

10% of B2B marketers say their primary goal is customer acquisition on LinkedIn [47]

7% of B2B marketers say their primary goal is employee advocacy on LinkedIn [47]

82% of marketers use email and social media together, indicating integrated digital funnels relevant to cotton brands and retailers [9]

41% of marketers say social media is critical to their marketing strategy [9]

41% of marketers say they have a social media strategy documented [10]

70% of consumers report that they pay attention to environmental and social issues when deciding which brands to support [24]

74% of consumers say they want brands to be transparent about their sustainability efforts [48]

47% of shoppers expect brands to disclose where products are made [49]

61% of consumers say they would switch to brands that are more transparent [48]

57% of consumers say they would reward companies that practice sustainable supply chains [48]

72% of consumers say they follow sustainability on social media to learn about brands [50]

62% of consumers want sustainability information from companies on social platforms [50]

55% of consumers say social media influences their views on corporate responsibility [51]

50% of consumers say they have boycotted a brand due to unethical business practices publicized on social media [52]

54% of consumers say they have reported content on social media about harmful or unethical actions by companies [53]

65% of organizations increased efforts to manage reputational risk in the last year [54]

38% of organizations say negative brand sentiment on social media affects stock price/financial outcomes [55]

1 in 4 consumers say they distrust green claims in marketing [56]

45% of consumers say they trust sustainability information that includes verifiable data [48]

40% of consumers say they are less likely to buy if a brand has a history of controversy [57]

53% of consumers are concerned about labor practices when buying apparel [58]

67% of consumers say they want apparel brands to ensure safe working conditions [58]

64% of consumers want brands to share supply-chain details [59]

58% of consumers say they use social media to check brand claims [60]

72% of consumers say social media is important for learning about corporate responsibility [61]

41% of consumers believe companies should be held accountable for labor conditions [62]