Social media advertising stats you need to know

Looking for up to date Social Media Stats? Check out our 2020 Facts & Figures.

In the past two years, social media advertising budgets have doubled worldwide.

In 2017, it is predicted this will exceed $35 billion.

No doubt the increase in popularity of social advertising will result in some exciting new platforms and tools for us all to explore. But for now, let’s dig into the nitty gritty facts.

50+ social advertising stats you need to know:


  • It is predicted that social advertising spend will increase 26.3% globally in 2017
  • Facebook is the most popular platform for marketers to advertise on (91%), followed by Twitter (34%)
  • 42% of businesses increased their social advertising budget from the previous year
  • Social advertising is seen as a low-cost option by over half of B2B marketers
  • 46% of B2B marketers are unsure if their advertising has been effective in generating revenue
  • Mobile banner ads have a click-through-rate of 0.14%, while standard ads only receive 0.12%
  • Over half of display ads are never seen by humans
  • 56% of marketers say that personalised content drives higher engagement
  • Ad blocking apps are growing increasingly popular with a growth of 41% in 2016
  • In Australia, 47% of small, 49% medium and 60% of large businesses have a social media presence


  • There are over 4 million active advertisers on Facebook
  • 93% of marketers use Facebook for their business
  • Facebook ads contributed 96% of the total revenue of US $26.2billion in 2016
  • 70% of advertisers on the platform are outside of the US
  • Facebook’s advertising revenue increased by 59% in 2016
  • 78% of marketers are satisfied with Facebook advertising
  • The optimum length for Facebook ad headlines is 5 words
  • Facebook has a 41% effectiveness rate of paid and organic content
  • 56% of B2C marketers have generated revenue from running ads on the platform
  • Facebook advertising is used by 62% of medium businesses
  • Instagram has over 1 million active advertisers
  • More than 1 billion actions have been taken on Instagram ads
  • 63% of B2C marketers say they are likely to increase their advertising spend on the platform
  • Revenue from Instagram advertising is estimated to reach US $2.81 billion in 2017
  • 1 in 2 Instagrammers follow at least one brand
  • 90% of the top 100 brands in the world have an Instagram profile
  • eMarketer estimated 70% of brands would have an Instagram profile in 2017
  • On average, Instagram users spend US$65 per referred sale, higher than both Pinterest and Facebook
  • Sponsored posts on Instagram have a 2.9x higher recall than Nielsen’s norms for online advertising
  • 60% of Instagrammers say they learned about a brand after seeing an ad on the platform
  • 94% of B2B marketers use LinkedIn, 41% say it is the most important platform for them
  • More leads are generated on LinkedIn than Facebook or Twitter
  • The effectiveness rate of LinkedIn (82%) is the highest of all the social networks
  • 20% of large business in Australia advertise on LinkedIn
  • Less than 1 in 5 small to medium businesses are using LinkedIn ads
  • New customers make up 70% of sales from promoted pins
  • Pinterest is the 2nd highest referrer of traffic to Shopify stores
  • Over 5% of all traffic and 25% of retail website traffic is referred by Pinterest
  • Pins with prices get 36% more likes than those without
  • It takes only 9 seconds to create a promoted pin on Pinterest
  • 55% of Snapchat users follow at least one brand
  • Brand stories are opened by over half of Snapchat users
  • Snapchat Ads have increased the sales for 90% of brands that use them
  • In 2017, Snapchat’s ad revenue is expected to reach $1billion
  • Snapchat ads are seen between 500k and 1 million times per day
  • Sponsored Selfie Filters reach around 16 million users each day
  • Advertising revenue on Twitter has increased 60% year on year
  • Mobile accounted for 86% of Twitters ad revenue
  • 55% of large businesses in Australia have a presence on Twitter
  • 1 in 4 large business in Australia advertise on the platform
  • 85% of Twitter users have discovered a brand through promoted advertising
  • There are more than 130,000 active advertisers on Twitter
  • Around 1 in 3 businesses have used paid/ sponsored ads on Twitter
  • Promoted Tweets boost offline sales by 29%
  • 82% of Twitter users interact with brands on the platform

If you like stats make sure you check out our platform specific articles in the resources section and our massive 2 part series of key takeaways from the 2017 Sensis Social Media Report.