The most important advertising KPIs for social media networks

A joint survey by Hootsuite and We Are Social provides marketers with advertising insights on the social media networks Facebook, Instagram, LinkedIn, Snapchat, Twitter and Pinterest.

For advertisers on social media portals, information on the number of users to be reached via the individual networks as well as information about the origin, age and gender of the advertising target group are elementary. A joint survey by Hootsuite and We Are Social provides marketers with advertising insights on the social media networks Facebook, Instagram, LinkedIn, Snapchat, Twitter and Pinterest.

Facebook

  • About two billion people worldwide can be reached via Facebook with advertising
  • 34 percent of the world’s population aged 13 and over can be reached with Facebook Ads
  • 44 percent of the advertising target group on Facebook is female / 56 percent of the advertising target group on Facebook is male
  • 98.2 percent of Facebook users access the platform via their smartphone
  • Facebook users worldwide click an average of 13 times per month on an advertisement (Germany is above average with 17 clicks per month on advertisements)

Source: Hootsuite / We are Social

Instagram

  • 970 million people worldwide can be reached via Instagram with advertising
  • 16 percent of the world’s population aged 13 and over can be reached with Instagram Ads
  • 51 percent of the advertising target group on Instagram is female / 49 percent of the advertising target group on Instagram is male
  • An Instagram business account grows by an average of 2.69 percent per month

Source: Hootsuite / We are Social

LinkedIn

  • 676 million people worldwide can be reached via LinkedIn with advertising
  • 13 percent of the world’s population aged 18 and over can be reached with LinkedIn Ads
  • 43 percent of the advertising target group on LinkedIn is female / 57 percent of the advertising target group on LinkedIn is male

Source: Hootsuite / We are Social

Pinterest

  • Advertising can be used to reach 170 million people worldwide via Pinterest
  • 2.8 percent of the world’s population aged 13 and over can be reached with Pinterest Ads
  • 72 percent of the advertising target group on Pinterest is female / 19 percent of the advertising target group on Pinterest is male

Source: Hootsuite / We are Social

Snapchat

  • Advertising can be used to reach 398 million people worldwide via Snapchat
  • 6.6 percent of the world’s population aged 13 and over can be reached with Snapchat Ads
  • 61 percent of the advertising target group on Snapchat is female / 39 percent of the advertising target group on Snapchat is male

Source: Hootsuite / We are Social

Twitter

  • 396 million people worldwide can be reached via Twitter with advertising
  • 6.4 percent of the world’s population aged 13 and over can be reached with Twitter Ads
  • 36 percent of the target audience on Twitter is female / 61 percent of the target audience on Twitter is male

Source: Hootsuite / We are Social

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