Black Lives Matter Social Media — Digital Impact & Beyond

BLM social posts

As protests swept the nation this June, Black Lives Matter social media played a key role in the sharing of information and keeping audiences in the know. Hashtag activism, and other social media-based movements are nothing new. Several movements including #ArabSpring to #MeToo have leveraged social media to inform and inspire action.

This moment in American history is unique, however, with much of the population at home due to the COVID-19 outbreak and social media usage increasing 32%. Recent months have also seen a marked rise in new social platform adoption, with TikTok reaching over 2 billion downloads last quarter and services like Twitch branching out from their original base.

Mediakix partnered with Scout Social to share data insights illustrating the far-reaching impact that Black Lives Matter and related campaigns have made on social media. These statistics include record-breaking app usage, movement-defining hashtags, and more key data points we’ve seen this month.

Black Lives Matter Social Media Statistics, Facts & Figures

  1. TikTok reported 12 billion views for the hashtag #BlackLivesMatter
  2. 24 million #BlackoutTuesday posts were shared on Instagram
  3. #sharethemicnow reached 300 million followers on Instagram
  4. YouTube pledged $100 million to support Black creators and artists
  5. Twitter set the record (677k) for most app downloads in a day
  6. #BlackLivesMatter was used 48 million times between May 26 and June 7
  7. 24 of the top 100 global brands did not post about George Floyd

1. #BlackLivesMatter got nearly 12 billion views on TikTok

TikTok, the fastest growing social media app, became a crucial platform for protesters to share information and videos taken on the street. It’s an impressive demonstration of the app’s relevance and affinity with younger demographics, namely Gen Z and millennials. The video-sharing company has reported 12 billion views for the hashtag #BlackLivesMatter alone.

Additionally, #justiceforgeorgefloyd videos have received 1.3 billion views, #justiceforahmaud videos have received 125.2 million views, and #justiceforbreonna videos have received 5 million views.

In total, these BLM and related hashtags received more views than TikTok’s usual entertainment hashtags including the most viewed hashtag challenge, #RainDropChallenge (1 billion views).

2. 24 million #BlackoutTuesday posts were shared on Instagram

One of the most visible awareness-raising campaigns this June originated with the music industry and quickly spread to a broader audience — so much so that its “black square” posts unintentionally disrupted other activist hashtags. The original idea began with two Black music industry execs, Jamila Thomas and Brianna Agyemang, calling for “a day to disconnect from work and reconnect without community” and “an urgent step of action to provoke accountability and change.”

#BlackoutTuesday quickly caught on with audiences beyond the music industry. While many users posted black squares with the hashtag #BlackoutTuesday, many also used BLM and related hashtags in conjunction making it difficult to surface timely and informative BLM content and news.

Despite this issue, the effort succeeded in showing that millions of users could adopt a movement in a matter of days. To date, Instagram users have tagged 24 million posts with the #BlackoutTuesday hashtag — nearly double the 12.4 million hashtag #ad posts

black lives matter social media

3. #sharethemicnow reached 300 million followers on Instagram

Another entertainment industry hashtag, #sharethemicnow took a different approach to raising awareness. This three-day campaign featured 46 Black women activists taking over the accounts of 46 white women celebrities to bring greater attention to their work.

The campaign explained, “When the world listens to women, it listens to white women. For far too long, Black women’s voices have gone unheard, even though they’ve been using their voices loudly for centuries to enact change. Today, more than ever, it is NECESSARY that we create a unifying action to center Black women’s lives, stories, and calls to action. We need to listen to Black women.”

Participants included activists like #MeToo founder, Tarana Burke, co-founder of the Los Angeles chapter of Black Lives Matter, Melina Abdullah and “Pose” star and trans-rights activist, Angelica Ross. Celebrity participants included stars like Julia Roberts (8.9 million followers), Elizabeth (2.4 million followers) Warren, and Kourtney Kardashian (95 million followers).

BLM social posting

4. YouTube pledges $100 million to support Black creators and artists

Many social platforms and tech companies decided to do more than just share messages of support – they put their money where their mouth is. In some cases, it was a lot of money. YouTube’s pledge of $100 million far surpassed Facebook and Amazon’s $10 million each. According to YouTube CEO Susan Wojcicki, the fund would be, “dedicated to amplifying and developing the voices of Black creators and artists.”

On June 13th, the online video-sharing platform hosted a live streaming event as part of this enterprise called “Bear Witness, Take Action” that also raised funds for the Equal Justice Initiative. According to Wojcicki, this was just the beginning of ongoing efforts to promote justice and equality on YouTube.

5. Nearly 700k people downloaded Twitter in a single day

Similar to both Instagram and TikTok, Twitter became a vital source of news and information for protesters and citizens alike. The app set a record for most single day app downloads (677,000) and most active daily users (40 million) this June.

While Twitter is one of the oldest social media platforms (founded in 2006), the microblogging and messaging app became a place where users could find up-to-the moment conversations between journalists, stars, activists, and even the U.S. president. Twitter allowed users to connect effectively and simultaneously with a cross-section of voices.

6. #BlackLivesMatter was used 48 million times on between May 26 and June 7

Pew research began tracking the use of #BlackLivesMatter on Twitter in 2013 when the movement was founded. The weeks following May 26 showed an unprecedented and sustained rise in use of that hashtag in posts by Twitter users. Though it peaked on May 8 with nearly 8.8 million tweets, the hashtag continued to stay above 2 million uses per day for the next 10 days.

For perspective, #BlackLivesMatter topped 1 million uses on one day before in its seven-year history — on July 7, 2016 after the Philando Castile and Alton Sterling killings.

7. 76 of the top 100 global brands posted about George Floyd’s killing on Instagram (24 did not)

For years Instagram has been a key platform for brands to show their personality and beliefs. Companies like Glossier and Levi’s have demonstrated their values in the past with posts supporting the MeToo movement and voting in midterm elections. This June, Bloomberg did an in-depth analysis on how and when top brands responded to George Floyd’s killing.

They found that the companies varied widely in their posts — in tone, content, and whether they allowed user comments. Some stuck to their established brand messaging, like Nike’s “For Once, Don’t Do It” video that got over 15 million views, while others like John Deere announced donations to the NAACP. That left 24 brands posting no response, risking seeming out of touch with current events and customer sentiment.

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Top 20 TikTok Statistics: Key Facts, Figures & Data


TikTok Statistics – What Marketers Need To Know In 2020

UPDATED June 11, 2020 —Remember You may recall that it was rebranded as TikTok in August 2018 after being acquired by Chinese company ByteDance the year before. After several years of impressive growth, TikTok has skyrocketed even further in recent months.

TikTok statistics growth chart

The top app is stirring up a revival of short video clips—only now, it’s even more interactive, collaborative, and downright addictive. Recently, TikTok surpassed the likes of Facebook, Instagram, Messenger, and Snapchat in App Store and Google Play downloads.

In fact, during Q1 2020, it had a better quarter than any app ever, with 315 million downloads enticing and captivating consumers with a proclivity for binge-watching video content — especially appealing as global audiences are quarantined at home amid COVID-19.

Top 20 TikTok Statistics: Demographics, Engagement, & Facts

Coming off remarkable success in 2019, these 20 TikTok statistics show promising signs of continued growth for 2020. To help marketers stay ahead of the trend, check out the most important TikTok stats:

  1. TikTok has been downloaded over 2 billion times
  2. TikTok users spend 45 minutes on the app on average
  3. TikTok users open the app 8 times everyday on average
  4. TikTok gained more users in one month than Instagram gained in any 2019 quarter
  5. TikTok installs are up 96% year-over-year
  6. TikTok’s 800 million MAUs surpasses LinkedIn, Reddit, Snapchat, Twitter, and Pinterest
  7. TikTok’s monthly engagement rate is over 70%
  8. Over 63% of TikTok users are between the ages of 10 and 29
  9. Females on TikTok outnumber males nearly 2:1 in the U.S.
  10. 3x the number of U.S. users 18+ downloaded TikTok in April vs. last year
  11. Over $456 million have been spent buying coins on TikTok
  12. The top 50 TikTok influencers have more followers than 16% of the world’s population
  13. TikTok is the only top 5 social media app not owned by Facebook
  14. Nearly 80% of TikTok sessions are from Android users
  15. TikTok’s #RaindropChallenge has over 1 billion views
  16. TikTok is available in 155 countries and 75 languages
  17. India, contributing over 30% of TikTok downloads, is a huge driver of the app’s growth
  18. TikTok lost $8 million in one week during the brief India 2019 ban
  19. Over 30% of all U.S. TikTok users are adolescents
  20. CoverGirl got over 6.5 billion ad impressions on a sponsored TikTok campaign

1. TikTok Has Over 2 Billion Downloads

TikTok reached over 2 billion downloads in April 2020. This caps years of strong interest, with the app claiming the “most downloaded app” status in both 2018 and 2019. TikTok was downloaded 315 million times in Q1 2020 — 155.2 million more than in Q1 2019.

For worldwide monthly downloads, TikTok continues to outperform more mature social media apps like Instagram and Snapchat in both Apple and Google’s stores. Since Q1 2017, downloads have increased more than 100%.

TikTok continues to gain traction with new users at a rapid rate. In fact, TikTok’s 2019 downloads accounted for 49% of its all-time downloads. A report shows that its competitor, Instagram, received 238 million less downloads in 2019 than TikTok, with 2019 downloads representing only 28% of its all-time downloads.

2. Users Spend 45 Minutes Per Session On The App

At an average of 45 minutes spent on the app per day, TikTok ranks pretty high among time spent on social media platforms. For comparison, U.S. Android users spend 53 minutes on Instagram, 58 minutes on Facebook, and 49.5 minutes on Snapchat.

A recent report surveyed children 4-15-years old during the peak of the U.S. quarantine (March 15 – April) and found users in this young age group spent nearly 86 minutes watching TikTok videos daily.

3. Users Open TikTok Around 8 Times Per Day

ByteDance has stated that U.S. users open the app eight times a day and individual sessions on the app are the longest at 4.9 minutes — Facebook (4.7 minutes), Instagram (3.1 minutes), and Snapchat (1.6 minutes) all rank lower.

4. TikTok Gained More Users In One Month Than Instagram Gained In A Full Quarter

tiktok stats

The Coronavirus stay-at-home order seems to have only escalated TikTok’s new user growth. TikTok broke records by having more than 115.2 million installs during the month of March 2020. For comparison, in 2019, Instagram only averaged 111.5M downloads per quarter.

5. TikTok Installs Are Up 96% YoY

TikTok has shown amazing growth in the area of new installs. 2019 was especially impressive with installs climbing 96% year-over-year. TikTok continues to break records with unprecedented downloads in Q1 2020.

With interest in the app at an all-time high, TikTok is shifting their 2020 goals to focus on monetization and developing tools for their creator community.

6. TikTok Has Surpassed LinkedIn, Reddit, Snapchat, Twitter, And Pinterest in Monthly Active Users

TikTok is estimated to have over 800 million monthly active users. Currently the largest social network, Facebook is estimated to have 2.6 billion monthly active users as of the first quarter of 2020.

With 800 million MAUs, TikTok leads over Linkedin, Pinterest and Twitter who have 675 million, 367 million, and 340 million MAUs respectively. Impressively, TikTok also outperforms Reddit, the 6th most visited site in the world, which has 430 million MAUs.

7. TikTok’s Monthly Engagement Rate Is Higher Than 70%

tiktok stats user engagement

Data from App Ape Lab found that TikTok’s engagement rate — determined as the percentage of monthly users who open the app every day — is over 70%.

In 2018, Apptopia reported TikTok’s monthly engagement rate to be 29%, showing a two year increase of over 30% engagement. This widespread increase suggests that TikTok has made progress in its efforts to consistently engage new users on a daily basis

8. Nearly Two-Thirds Of U.S. TikTok Users Are Under 30 Years-Old

The majority of TikTok’s users are young social media users. In the U.S., 63.5% of the app’s monthly active users are 10-to 24-year-olds, and 52% are iPhone users.

One of TikTok’s competitors, Snapchat, struggles with user-growth, but boasts similar age demographics, with 78% of its U.S. users falling within the 18-24 years-old category.

9. In The U.S., The Ratio Of Female To Male TikTok Users Is Almost 2:1

Early 2018 data from App Ape Lab estimated TikTok’s global users as 55.6% male and 44.4% female. An updated study shows an appreciable shift in gender demographics with female users now far outnumbering male users by a 2:1 ratio.

The same dataset reveals that female user presence skews most dramatically among TikTok users in their teens.

This shows a notable distinction when compared to rival Instagram’s demographics that show a level gender distribution of users with 51% female daily active users and 49% male daily active male users.

10. April 2020 Saw 3x More TikTok Downloads From U.S. Users 18+ Than April 2019

tiktok stats age distribution

From January 2020 to April 2020, TikTok saw its growth in U.S. users ages 25-34 rise at the fastest rate out of any age group during quarantine. In January, Adweek estimated TikTok to have 5 million U.S. millennial users.

By April, that population reached 11 million. While TikTok’s growth of millennial users rose the fastest during quarantine, TikTok also added 5 million new U.S. users ages 18-24 during the January to April time period.

11. Users Have Spent More Than $456 Million Buying Coins On The TikTok App

Up until recently TikTok gained revenue through users buying coins in-app to send to other users on live streams. Over the lifetime of the company, TikTok users have spent $456.7 million buying coins on the app.

The U.S. accounts for about 20% of that total with $86.5 million spent. While this approach certainly made money, the company has recently ramped up new revenue streams with e-commerce features such as buy links, hashtag challenges, and in-feed ads.

These efforts have led to impressive numbers with promises of more to come. The app enjoyed its best earning ever in Q4 2019 with $88.5 million. During February 2020 (in a single month vs. quarter), TikTok earned $50.4 million, which is a 784.2% year-over-year increase.

12. The Top 50 TikTok Influencers Are Followed By More Than 16% Of The World’s Population


The top 50 TikTok influencers have a following comparable to 16% of the global population. TikTok’s top creators have more followers combined than the 1.2 billion population of the African continent.

In total, the high-profile group of TikTok influencers have already garnered more than 1,270,000,000 followers. Of course, this does not take into account repeat followers; however, the number does help represent the massive influence of TikTok’s top creators.

13. TikTok Is The Only App In The Top 5 Global Downloads Not Owned By Facebook

top apps tiktok

Since the start of 2020, TikTok has cemented its status as the number one most downloaded app month over month, falling second only in April to ZOOM.

Since the beginning of 2019, WhatsUp, Messenger, TikTok, Facebook and Instagram continue to lead month over month as the top five most downloaded apps worldwide.

In May 2020, Sensor Tower estimated TikTok had more than 111.9 million installs, a 2x year-over-year increase from May 2019.

14. Almost 80% Of TikTok Sessions Are By Android Users

The vast majority of TikTok use is experienced through Android devices globally with 75.5% of TikTok downloads coming from the Google Play Store app.

Though downloads on Google Play measure almost triple, Google Play’s dominance of TikTok downloads is likely attributable to India’s mobile phone market, which largely favors Androids over iPhones.

With forecasts suggesting that Android’s worldwide market share will reach 87% in 2022, it’s no shock that Androids win out with TikTok in terms of overall use.

15. TikTok’s #RaindropChallenge Has Accumulated 1 Billion Views


TikTok’s hashtag challenges form an integral part of its online community appeal, and popularity. Users encourage each other to participate in ‘challenges’ named with a hashtag.

Some of these challenges have had an enormous impact, such as the #RaindropChallenge, which features users using filters to appear as though they’re stopping a downpour of rain. The hashtag has over 1 billion views so far and ranks as one of the best examples of popular TikTok challenges.

TikTok creators have shown extra enthusiasm for hashtag challenges — making it a valuable opportunity for marketers.

For example, the popular #InMyFeelings challenge originated on Instagram, but it became a hit on TikTok in its own right and racked up roughly 5 million videos compared to Instagram’s 1.7 million.


16. TikTok Is Available In 155 Countries And 75 Languages

Chinese company ByteDance (who owns TikTok) originally created “Douyin” for China. After its success, TikTok became Douyin’s international counterpart. Looking at just TikTok numbers, downloads/usage of the app across the globe has been skyrocketing.

India leads the way, and the U.S, Russia, and Turkey each have enthusiastic and unique creators that reflect local culture.

17. India Is A Huge Driver Of TikTok’s Growth With 30.3% Of Its Lifetime Downloads.

In 2019, India was the top market for TikTok downloads (not including Chinese Android downloads) with 323 million downloads in total. ByteDance has made the app available in 155 markets and in 75 languages as part of its overseas push — something similar apps (e.g. Snapchat) have failed to prioritize in their quest for users.

Of the 2 billion cumulative downloads, it’s estimated that 30.3% of all unique installs come from India, with 8.2% hailing from the U.S. (this is excluding installs from third-party Android stores in China).

18. India’s TikTok Ban In 2019 Cost TikTok $8 Million In One Week

TikTok India

2019 was a controversial year for TikTok, with a slew of security, privacy, and data concerns making headlines for the app.

On April 3, 2019 an Indian court ruled that the app could expose children to sexual predators, pornographic content and cyber-bullying, and on April 17th downloads of the app were blocked by the Indian government (existing users were not affected).

TikTok appealed the decision, saying it had measures to restrict inappropriate content, and the court reversed its ruling on April 24, 2019. Bytedance reportedly lost $500,000 in revenue each day that TikTok was banned from app stores in India.

Since the incident, TikTok has expanded its reach in India drastically. TikTok released a statement that as of August 2019, the app has been downloaded on 30% of all Indian smartphones.

19. 37% Of TikTok’s U.S. Users Are Under 18 Years-Old

Statista reports that TikTok users ages 10-19 represent around 37% of TikTok’s United States user base. It is important to note, TikTok currently only allows users 13 years of age and older to create an account.

Since 2019 when the app’s security risks made headlines,  TikTok has been taking many measures to buff up safety practices, and data security measures.

TikTok now only allows users 18 and older to purchase, send or receive virtual gifts/currency. TikTok is also rolling out Family Pairing which allows parents to link their TikTok account to their teen’s and set control restrictions for content, messaging and screen time.

20. CoverGirl’s Sponsored TikTok Hashtag Challenge Produced Over 6.5 Billion Impressions

tiktok stats campaign

TikTok’s in-app shopping feature, called “Hashtag Challenge Plus”, allows users to browse products that are associated with a sponsored Hashtag Challenge without leaving TikTok’s platform.

Partnering with eight top influencers on the app, CoverGirl promoted its new product line while targeting TikTok’s predominantly Gen Z audience. The influencer-created videos have been viewed over 34 million times, and received over 3.2 million likes.

8 Statistics Showing How Quickly COVID-19 Is Changing Social Media

socialstats covid

The emergence of COVID-19 and its worldwide spread has altered many facets of our daily lives and social lifestyles. Coronavirus is the first global pandemic widely documented and shared across social media and as such, we’ve begun to see COVID-19’s effect on social media consumption, user habits, behavior, and more.

From greatly augmenting the average time spent on social media to altering how we use and approach social media platforms, here are eight emerging statistics showing just how quickly COVID-19 is changing social.

1. Social media consumption increased for 32% (U.S.) and 44% (globally) of internet users in March alone

In a worldwide online survey of internet users age 16 to 64 years old, Statista found that close to half of all internet users had increased their use of social media (e.g. Facebook, Instagram, Twitter, etc.) just in the month of March.

In direct correlation, social media messaging apps (e.g. WhatsApp, Facebook Messenger, etc.) also saw a slightly greater uptick in use. As expected with shelter-in-place, quarantines and lockdowns, people are leaning on social media networks and their adjoining messaging capabilities to stay in touch and/or communicate during COVID-19.

2. Facebook use is up nearly 30% with a 50% increase in messaging

The original social media network is experiencing a resurgence in popularity (after periods of decline) but also seeing its users significantly leverage the platform’s messaging capabilities. Amid COVID-19, messaging across Facebook has surged to the tune of 50% as people attempt to stay connected in an increasingly digital world.

3. With 315 Million downloads, TikTok becomes the most downloaded mobile app ever (Q1 2020)

TikTok demonstrated its global, viral, and addictive appeal amid the spread of COVID-19. The Byte Dance app received more downloads in Q1 2020 than any in history. Its focus on short, fun user-generated content is a hit for people hungry for fresh, unique social media content.

4. Instagram’s overall use surges by 40% with a 70% increase in IG Live (Streaming)

Like its parent company, Facebook, Instagram usage has also grown during COVID-19. Instagram users are taking to the platform’s live streaming function, IG Live, as brands and influencers share every day streaming content to appease audiences stuck at home.

Some Instagram influencers are amping up content (some as much as 50% more) in order to entertain, engage, and connect on new levels with their followers. In a recent COVID-19 agency guideline deck published in Business Insider, Mediakix shared that likes on sponsored posts on Instagram are up by 76%.

5. With YouTubers seeing 20-30% more views, YouTube engagement & views are at an all-time high

YouTube influencers are seeing a 30% spike on their channel viewership compared to March of last year. Across popular YouTube categories, fitness and health video views increased by 63%, while arts & culture videos saw a 29% increase in views. YouTube has long focused on community connectivity efforts. In response to the outbreak, it created a “With Me” playlist on its brand channel.

The popular #WithMe video format features users and influencers cooking, exercising, gardening, studying, and completing daily tasks. While these videos were trending pre-pandemic, they have shown greater traction during COVID-19, specifically to Gen Z users who “feel a need for connectedness.”

6. Sponsored posts on Instagram Are Getting 76% More Likes

influencer coronavirus marketing

At the start of COVID-19, many brands and advertisers were unsure how to approach marketing during a global pandemic with many pausing their campaigns altogether. For the brands who have marketed during this time, many have seen positive results as audiences are spending more time online and perusing social media.

Marketing during a global crisis requires a different and new level of tact to ensure messaging does not appear tone-deaf and acknowledges the problems at large.

7. Influencers are creating 50% more content


While there are three main ways influencers are responding to the pandemic, a new study shows 50% of influencers are creating more video content than before coronavirus. As a result, more and more brands are working with influencers to create entertaining content for their followers.

The opportunity for brands to use/re-purpose influencer content is especially appealing due to the lockdown obstacles brand channels face to produce original content.

Influencer-hosted IG Live Takeovers and Stories are also on the rise during quarantine, with a notable uptick in the fitness industry where brands are partnering with fitness gurus to share home-workout content.

8. Twitch streaming has increased by more than 30%

As an industry better positioned to handle a worldwide lockdown, eSports has fared particularly well during the coronavirus outbreak. TIME reports that viewership on Twitch rose 31% in March. Twitch’s competitor YouTube Gaming, similarly saw its viewership increase by 15%.

This rise in viewership is not surprising to marketers who recognize gaming as an important way for people to stay connected. With a daily average user base of 15 million, Twitch has become an advertising outlet to both gaming and non-gaming brands. GUESS, Hershey’s, and KFC are just a few non-gaming brands who have launched influencer marketing campaigns on Twitch.

New Data: Sponsored Posts Growing 30% Year-over-Year On Instagram

Since 2017, #sponsored posts on Instagram grew by almost 6x. Similarly, #ad posts have more than doubled (2x). Just in 2019, sponsored posts increased by 800,000 to 3.3 million total sponsored posts from 2018’s 2.5 million.

While most Instagram users will recall seeing sponsored posts by celebrities like the Kardashians (or their favorite pop star) for beauty or fashion-related products as early as 2016 — in 2020, even politicians have jumped in the fray to market to millennial and Gen Z demographics via popular meme accounts and social media influencers.

Growth of Sponsored Posts on Instagram

Democratic presidential candidate, Mike Bloomberg, made news with his #sponsored political posts on popular meme accounts @fuckjerry, @tanksinatra, and @kalesalad. Previously, Bloomberg had spent upwards of $1 million/day on Facebook ads and Business Insider estimated that he spent between $1-1.5M on the Instagram meme campaign.

New Data On Growth of #Ad & #Sponsored Posts On Instagram

In line with the growth and spend of influencer marketing, #ad and #sponsored posts have prodigiously increased on Instagram. At the start of 2017, #ad and #sponsored posts numbered ~3,442,000 and ~626,000, respectively. Fast forward to 2020, these have increased to ~12,336,663 (#ad) and nearly 3.3M (#sponsored).

Mediakix tracks this through the total mentions of the hashtags #ad and #sponsored. Additionally, it’s important to note that these numbers may be slightly inflated as some influencers spuriously post #ad or #sponsored to try to inflate interest in their accounts (but no one knows the extent of this activity).

During this time period, the FTC made several changes governing the proper way to disclose sponsored social media posts made by influencers and celebrities — namely, the use of #ad and #sponsored as approved means of disclosure. Other previous hashtags (e.g. #sp or #spon) were deemed improper use.

What Are Sponsored Posts On Instagram?

There are a few ways to advertise on Instagram. Primarily, advertisers can 1) either make use of Instagram’s native ad offerings or 2) work with influencers, meme and other Instagram accounts to create #sponsored or #ad posts both in the Instagram feed and in Stories.

#Ad or #Sponsored posts on Instagram are photos, videos and/or Instagram Stories/IGTV posts created and posted on a social media influencer’s channel promoting the sponsoring brand or advertiser’s product/service.

To create #sponsored or #ad posts (including photo, video, and Instagram Stories/IGTV posts) with influencers, brands or advertisers will oftentimes work with an influencer marketing agency to strategically and creatively craft content that will perform well with an influencer’s audience or following.

Sponsored Instagram Story

Why Sponsored Posts Have Increased Tremendously

There are a number of factors that have contributed to the growth of #ad and #sponsored posts on Instagram. At the start of 2020, mobile and tablet accounts for nearly 55% of global market share (vs. desktop, 45.39%). Similarly, time spent on digital has far surpassed traditional media at 395 minutes per day vs. 315June 2019 marked the first time people spent more time on phones vs. watching TV. Certain audience segments skewer even more towards digital making social media advertising a must to reach Millennials and Gen Z.

Time spent on Instagram is second only to Facebook at an average of 53 minutes per day. #Ad and #Sponsored posts on Instagram have increased due to both their viability and efficacy. While Instagram gives users an option to hide its native ads, #ad and #sponsored posts from social media influencers, meme, or accounts followed are frequently seen as regular posts especially if they are accounts users frequently visit or interact with.

What Makes Sponsored Posts Powerful & Effective Marketing?

Beyond their viability and efficacy, #ad and #sponsored posts with social media influencers, memes or feature channels function as today’s word-of-mouth and/or relationship marketing. Many of today’s millennials and Gen Z consumers look to and follow social media influencers, meme, and feature accounts to stay up-to-date on news, must-haves, and the latest products and services.

#Ad and #Sponsored posts can come from influencers of all different sizes and categories — from nano-influencers to micro-influencers to mega-influencers. Each type has their pros and cons and can (should) be leveraged differently and strategically for effective sponsored posts that drive engagement, likes, follows and/or sales.

13 Mixer Stats That Prove It’s A Viable Marketing Channel In 2019


The livestreaming industry is huge. Gaming influencers have largely propelled platforms like Twitch and YouTube to become worth a staggering $124.6 billion. Brands have responded as you might expect, partnering with the top livestreamers in the world to promote everything from Reese’s Pieces to underwear.

Now, brands are perking up at new advertising opportunities with an emerging gaming platform—Mixer—which has captivated the gaming community after Ninja’s announcement that he would no longer livestream on Twitch.

A Quick Look At Marketing On Mixer: Top Mixer Stats

Mixer launched three years ago but was acquired and later rebranded by Microsoft in a bid to compete with Amazon-owned Twitch and YouTube Gaming. The platform made huge waves in August 2019 by signing on Ninja, Twitch’s long-time, undisputed king of streams. This marks the first big move that Microsoft has made to expand aggressively into the streaming market.

As Mixer looks to expand and develop its brand within the gaming community as a viable streaming platform, marketers should keep a keen eye on its marketing potential.

Below is a roundup of the 13 top Mixer stats marketers need to know:

  1. Time spent watching Mixer content increased 12% each month for the past two years.
  2. Mega-influencer Ninja left Twitch to exclusively livestream on Mixer, gaining more than a million subscribers in under a week.
  3. There are 30 million active viewers monthly.
  4. Mixer achieved the #1 ranking for non-game apps after Ninja’s announcement.
  5. 20% of Mixer’s users are from the U.S.
  6. Mixer is the 414th most popular site in the U.S.
  7. Average time spent on Mixer is just over 3 minutes.
  8. Mixer’s livestreams make up only 3% of total hours livestreamed across all livestreaming platforms.
  9. The top 6 Mixer streamers reach a combined 4.5 million subscribers.
  10. Mixer offers two different types of currencies: Sparks and Embers.
  11. There are more than 1,300 partners on the Mixer platform.
  12. Mixer’s most popular games include Fortnite, PUBG, & Minecraft.
  13. Mixer prioritizes digital safety compared to other leading livestreaming platforms.

13 Most Important Mixer Stats In 2019

1. Viewership Has Increased 12% Every Month For The Last Two Years

Originally released as Beam, the platform was purchased by Microsoft in 2016 and relaunched as Mixer in 2017. Hours spent watching content each month has grown nearly 17x since then, an average of 12% each month for a total of 25 months. It still has a long way to catch up to its competitors, but it’s definitely on the right track.

2. Superstar Ninja Gains More Than 1 Million Mixer Subscribers After Ditching Twitch

Ninja shocked Twitch and the wider gaming community by announcing his departure from the platform August 1. For Mixer and Microsoft, he represents a huge coup, with the streamer racking up a million subscribers on the platform in under a week. Twitch has struggled with moderating its platform, alienating fans and streamers, with Ninja himself calling them out. The tag #TwitchOverParty was retweeted 12,000 times over one weekend mid-August.

3. 30 Million Active Viewers Tune Into Mixer Every Month

Mixer has seen steady and sustained growth in the last two years since the rebrand. 30 million monthly active users are on the platform, showing that the streaming network has a substantial platform to build upon. For reference, Twitch commented that it has more than 15 million daily active users—meaning Mixer shows promise in establishing itself as a rival.

4. Mixer Was The Number 1 Ranked Non-Game App

Ninja’s announcement saw downloads of Mixer skyrocket overnight, from No. 750 to No. 1. First-time downloads doubled as it shot up the Apple’s free app chart. The platform has an increase of 2,400% in light of the news, showing that it truly pays to back your service with star talent to draw in audiences. It is unlikely to keep pulling in these numbers, but Microsoft’s tactic of getting Ninja appears to have given them a much-needed boost.

5. Users from the U.S. Account For One-Fifth Of Mixer’s User Base

U.S. users make up the biggest audience on Mixer. Twitch also has a majority American audience, though their share is significantly larger at nearly 50%. Mixer has an almost equal amount of Brazil users logging into the platform, with the UK, Argentina, and Mexico rounding out the top 5.

6. Mixer Ranks As The 414th Most Popular Site In The U.S.

Mixer has seen its stock rise significantly in August, jumping about 1,000 places in the Alexa Traffic Rankings to no. 414. This pales in comparison to Twitch, which is currently sitting comfortably as the 21st most popular in the U.S. This is a clear indication that Mixer has to be in this for the long-haul; there’s no quick route to bettering Twitch, even as the platform has had some struggles recently.

7. Users Spend Just Over 3 Minutes On Average On Mixer

Viewers spend an average of just over three minutes on the site when they visit Mixer. This compares to nearly six minutes for Twitch, while YouTube is the clear winner at nearly nine minutes spent on the platform.

8. Of Total Hours Livestreamed, Mixer Accounts For Just 3%

This is another demoralizing figure for Mixer to swallow. Of the total hours streamed by viewers across all streaming platforms, Mixer lags well behind its competitors. Twitch, of course, leads with a huge 72%, YouTube has 20%. Perhaps worst of all, Mixer is beat out by Facebook Gaming, which has 5% of the share. Mixer can expect to overtake Facebook in the near future, but has a mountain to climb to reach the heights of the others.

9. Mixer’s Top 6 Streamers Boast More Than 4.5 Million Subscribers

Mixer’s leading streamers have more than 4.5 million subscribers between them. Unsurprisingly, Ninja leads the pack with 1.95 million, followed by Thegrefg (820K), Ship (543K), Xbox (485K), JaredFPS (377K), and Siefe (336K).

10. There Are 2 Types Of Virtual Currencies On Mixer: Sparks & Embers

Mixer has two currencies on its platform: Sparks and Embers. Users can passively earn Sparks by simply viewing streams or streaming themselves. Sparks can be used for chat interactions which include stickers, GIFs, and emojis (among others) that appear on the stream overlay. Embers are paid currency, which can be purchased and used to access premium animated stickers and full-screen effects, in addition to supporting your favorite streamers.

11. Mixer Has 1,342 Partners On Its Platform

There are currently 1,342 partners on Mixer, all of which can be found on Mixer’s website. The rules for becoming a partner are slightly easier to fulfill than on other streaming sites, meaning pathways to monetization are more achievable. It is still dwarfed by the more than 27,000 partners  on Twitch.

12. Fortnite, PUBG, Minecraft Among Top Mixer’s Most Popular Games

The top games on Mixer typically mirror top games on other streaming platforms. Fortnite, the most-streamed game in the world, is the biggest game on Mixer. Other games which have seen enormous success with streaming, like Minecraft, PUBG, SMITE, and Apex Legends, are also experiencing popularity on Mixer.

13. Mixer Is Committed To Delivering A Digital Safe Zone

Mixer might not be able to find immediate outright wins in terms of viewership, but their policies regarding digital safety for their viewers, exemplified by the Streamer Review program and their prominent stance against cyberbullying, are definite wins. This a clear indication that they are attempting to address issues which have caused Twitch significant trouble recently.

Influencer Marketing Effectiveness: Key Survey Finds, Facts & Figures [Infographic]

influencer marketing effectiveness

Below are key influencer marketing statistics that help point to how well influencer marketing works:

  • 80% of marketers find influencer marketing effective.
  • 71% of marketers rate the quality of customers and traffic from influencer marketing as better than other marketing sources.
  • 89% of marketers say influencer marketing ROI is as good or better than other marketing channels.
  • 65% of marketers plan to up their influencer marketing budgets in 2019.

Influencer Marketing Effectiveness Infographic
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