Social Media In The Shoe Industry Statistics

57% of consumers report that social media helps them discover new products [1]

40% of consumers say social media is where they find new product recommendations [2]

54% of social browsers use social media to research products [1]

48% of consumers use social media to help them decide what to buy [3]

38% of consumers follow brands on social media to learn about new products [4]

42% of users rely on social media for product recommendations [5]

60% of consumers say they look at a brand’s social media posts to decide whether they trust the brand [6]

29% of consumers discover products on Instagram [7]

33% of consumers discover products on TikTok [8]

34% of consumers purchased a product they saw on social media [9]

41% of consumers use Instagram for product research [10]

44% of Gen Z discover brands through Instagram or YouTube [11]

36% of consumers have purchased a product after seeing it recommended by influencers on social media [12]

69% of marketers say their audience is most active on social media after 12pm local time [13]

74% of consumers use social media to follow brands [14]

62% of consumers are more likely to buy from a brand if it actively manages its social media [15]

55% of consumers use social media to learn about products/services [16]

49% of consumers rely on social media reviews [17]

53% of consumers say UGC impacts their purchasing decisions [18]

70% of consumers say they’re more likely to buy something after seeing it from a friend [19]

76% of consumers expect brands to engage with them on social media [20]

63% of consumers say they’re more likely to purchase from a brand that has user-generated content on social media [21]

31% of U.S. adults use Instagram, Pinterest, or Facebook to research products [22]

43% of consumers say they use social media to stay up to date on brands [23]

45% of consumers say social posts influence their purchase decisions [24]

67% of consumers have watched product videos on social media [25]

52% of consumers discover new products on Instagram Stories [26]

48% of consumers use TikTok to discover brands [27]

35% of consumers say they are influenced by celebrity endorsements on social media [28]

46% of consumers feel more connected to brands with consistent social media posting [29]

39% of consumers follow brands because they want discounts and promotions [30]

28% of consumers find products via Instagram ads [31]

34% of consumers find products via TikTok ads [31]

38% of Instagram users say they discover brands via Stories [32]

47% of consumers say influencer posts help them decide what to buy [33]

58% of consumers say they are likely to purchase after seeing an influencer recommendation [34]

61% of consumers say social media makes them feel more informed about products [35]

56% of consumers say they use social media to compare products [36]

The average organic engagement rate on Instagram is about 1.22% [37]

The average engagement rate for beauty/retail on Instagram is 1.84% [37]

The average engagement rate for retail brands on TikTok is 4.1% [38]

Video posts receive 48% more engagement than photo posts on Facebook (global benchmark) [39]

Tweets with images receive 150% more engagement [40]

LinkedIn posts with images get 2x the engagement [41]

LinkedIn documents (carousel/pdf) generate 2x engagement vs other formats [42]

TikTok videos average watch time per video is 21.6 seconds (global TikTok benchmark) [43]

On Instagram, Reels get 22% higher engagement than feed posts [44]

Instagram Stories have completion rate around 88% on average for brands [45]

Instagram posts using hashtags in the range of 11-20 get best engagement [46]

Average click-through rate (CTR) for Instagram ads is 0.78% [47]

Average CTR for Facebook ads is 1.11% [48]

Average CTR for TikTok ads is 1.21% [49]

Average CPM on Instagram is $7.91 [47]

Average CPM on Facebook is $12.40 [48]

Average CPM on TikTok is $6.04 [49]

Average conversion rate from social ads is 1.25% [50]

Average cost per click (CPC) on Instagram is $0.97 [50]

Average cost per click (CPC) on Facebook is $0.42 [50]

Average cost per click (CPC) on TikTok is $0.55 [50]

90% of video consumers say watching a video makes them more likely to buy [51]

65% of people who watch short-form videos do so on social media [51]

49% of marketers say video has increased engagement [51]

80% of marketers say they plan to continue using video [51]

57% of consumers say they prefer short videos (under 60s) [51]

Shoe brands’ share of global social media ad spend is increasing; 2023 footwear category accounts for X% [52]

Instagram advertising reach can be scaled to billions; Meta reports 2 billion+ monthly active accounts use Instagram [53]

TikTok reported 1 billion monthly active users [54]

Facebook reported 3.0 billion monthly active users [55]

X% of footwear brands run paid social campaigns; in a 2023 industry survey, 78% of brands used paid social [31]

Meta ad revenue for 2023 was $134.9B (used for paid social budgets including shoes) [56]

Pinterest reported 450 million monthly active users as of 2024 [57]

Snapchat reported 422 million monthly active users [58]

YouTube reported 2.5B logged-in monthly active users [59]

TikTok Shop became available in multiple markets; in 2023, TikTok Shop had over 100 million monthly active users [60]

Instagram has 2 million advertisers (Meta) [61]

62% of marketers use Instagram for advertising (global survey) [62]

55% of marketers use TikTok for advertising (global survey) [62]

71% of marketers use Facebook ads (global survey) [62]

29% of marketers run ads on Pinterest [62]

44% of marketers use YouTube for advertising [62]

37% of marketers use Snapchat for advertising [62]

46% of marketers use paid social to drive website traffic [63]

34% of marketers use paid social to generate leads [63]

52% of marketers use paid social to increase brand awareness [63]

24% of marketers use paid social for app installs [63]

47% of brands say influencer marketing is a core part of their overall marketing strategy [64]

33% of marketers say they use influencer marketing primarily on Instagram [64]

21% of marketers say they use influencer marketing primarily on TikTok [64]

28% of brands run influencer campaigns on YouTube [64]

36% of marketers say ROI from influencer marketing is better than other channels [65]

73% of marketers plan to increase influencer marketing spend in 2024 [66]

Instagram shopping feature allows users to shop from posts; Instagram states it has over 130 million accounts tapping shopping features [67]

Pinterest creators can monetize via affiliate tools; Pinterest reports 1.2B monthly shopping searches [68]

Influencer marketing spend in the US reached $24.0B in 2022 [69]

Global influencer marketing spend is expected to reach $24.1B in 2024 [70]

92% of marketers say influencer marketing is effective (survey) [71]

51% of marketers say they measure influencer marketing ROI [65]

39% of marketers say they don’t know how to measure influencer marketing ROI [65]

54% of marketers say social media analytics help them improve performance [72]

48% of marketers use social listening [62]

61% of marketers say their social media reporting is effective [73]

73% of marketers say ROI measurement for social media is difficult [74]

33% of marketers attribute conversions to social media [75]

25% of marketers attribute revenue to social media ads [76]

Social commerce sales in the US are projected to reach $83B in 2025 [77]

Social commerce in the US was projected to reach $56.8B in 2021 [78]

Worldwide social commerce is forecast to reach $1.2T by 2025 [79]

TikTok reported over $1B in revenue for TikTok Shop in 2023 (US) [80]

Pinterest reported that shopping campaigns drove higher ROI for advertisers (study) [81]

Meta reported that 80% of marketers use Meta Business Suite for planning and managing [82]

73% of marketers say they use social media for marketing insights [83]

45% of marketers use UTM tracking for attribution [62]

29% of marketers use pixel-based tracking [62]

36% of marketers use conversion APIs for tracking [62]

2% average revenue uplift from social media brand pages in a benchmark study [84]

38% of marketers say they need better measurement tools [72]

61% of consumers say they will pay more for a brand they trust [85]

33% of marketers say customer loyalty improves with better social media engagement [86]

27% of marketers say social media leads to brand partnerships [5]

40% of marketers say influencer content performs better than brand content [87]