13 Facebook Video Statistics That Matter For Businesses and Creators

facebook video statistics

The Facebook Video Statistics Everyone Should Know For 2022

In October 2021, Mark Zuckerberg revealed Facebook would change its name to “Meta” as a part of a larger rebrand to reflect the company’s growing focus on the metaverse—an interconnected virtual social environment. The focus beyond social media comes after years of data privacy issues, public criticism, and government regulations.

The social app itself will continue as “Facebook”. Facebook remains a key platform for social video ads in the U.S. and worldwide. Facebook’s ad targeting options and content ranking algorithm continue to evolve to meet ethical and lawful expectations as the giant continues to face regulatory actions. The social app’s precise targeting and massive reach—will keep advertisers committed to Facebook video for the foreseeable future.

Digital video is booming. Traffic from online videos will constitute over 82% of all global consumer internet traffic by 2022. Omdia estimates that by 2024, Facebook will represent 30% of online video ad revenue globally (a market share valuation of $35 billion).

facebook video statistics

Facebook Inc.’s Q3 2021 earnings call revealed large upcoming investments in AI and Machine Learning capabilities to improve Facebook’s in Feed and video experience.

Meta plans to double-down on Facebook video to keep pace with increased:

  • User consumption of digital video
  • User adoption of Live video and video updates on Stories
  • Output of branded video from advertisers
  • Data points that demonstrate high user engagement with video

Both Facebook Live and Facebook video have greatly impacted how we consume and deliver content on the largest social media network.

See the biggest Facebook video statistics below:

  1. Video now accounts for almost half of all time spent on Facebook.
  2. The average watch time for videos on Facebook is 10 seconds.
  3. Facebook has nearly 2 billion daily active users.
  4. Facebook Live videos produce 6 times as many interactions as traditional videos.
  5. 1 out of 5 Facebook videos is a Live video.
  6. 47% of total ad recall happens in the first 3 seconds of a video ad.
  7. 1.25 billion people visit Facebook Watch monthly.
  8. 85% of videos are played without sound.
  9. Over 60% of video revenue now comes from mobile-first video.
  10. Vertical video is the leading Facebook video format.
  11. The average view-through rate for Facebook ads is 30%.
  12. Branded Facebook videos earn on average a 13% organic reach and 6% engagement rate.
  13. 8 billion video views happen daily through Facebook video.

Facebook Video Statistics: Top Facebook Video, User Behavior, And Demographic Stats

1. Video now accounts for almost half of all time spent on Facebook

Facebook video statistics

More than 500 million people now watch video on Facebook every day and over 2 billion people per month watch videos that are eligible for In-Stream ads—ads shown before, during, or after videos.

2. The Average Watch Time For Facebook Videos Is 10 Seconds

The Facebook video average watch time benchmark is 10 seconds and it takes a minimum of 3 seconds in user watch time to count as a single “view.”

Most users judge a video based on the first 10 seconds. Viewers watching beyond the 10-second mark are said to be “consuming the content.” High watch time results in positive sentiment as the user is likely engaged and interested. For regular video (not Live video) the optimal video length for high engagement is between 2 to 5 minutes.

3. Facebook DAU’s Are Almost At 2 Billion

More than 3.6 billion people use at least one Meta-owned app monthly. Instagram, Facebook, and WhatsApp have consistently ranked in the top five of U.S. and worldwide app installs every month since late 2019. Facebook remains the largest social media app and its large outreach is one of the most enticing features for marketers.

  • Facebook daily active users (DAUs) – DAUs were 1.93 billion on average for September 2021, an increase of 6% year-over-year.
  • Facebook monthly active users (MAUs) – MAUs were 2.91 billion as of September 30, 2021, an increase of 6% year-over-year.

4. Live Videos Receive 6 Times As Many Interactions As Traditional Videos

Overall, Facebook Live videos have an average engagement rate of 4.3%, compared to 2.2% for non-live videos. A study from Socialinsider reports Facebook Live videos lasting over an hour often see an uptick in engagement.

Facebook Video Statistics Live Celebrities

The time limit for a live video session on Facebook is 8 hours. In 2017, Facebook saw Daily watch time for Facebook Live broadcasts reach four times higher than the previous year.

5. One Of Every Five Videos Posted On Facebook Is Live

facebook video stats

Live videos represent 18.8% of total Facebook videos, and the usage of live videos increased by 55% in 2021. Live videos give a meaningful way for people to connect with each other as well as with their favorite brands.

Live videos allow marketers to reach audiences in an off-the-cuff manner, while the long-form aspect and high level of viewer involvement make Live videos essential for a successful social video strategy.

6. 47% Of Total Ad Recall Is Achieved In 3 Seconds Of Facebook Video Campaigns

facebook video statistic ad recall

Nielsen’s data shows that 47% of ad recall happens in the first 3 seconds of watching a video ad. This means that for advertisers, it’s very possible to build awareness and impact purchase intent even if a Facebook user only sees the very beginning of a video ad.

In addition, a survey from the video ad creation platform Promo found that 71% of consumers think Facebook video ads are “relevant” or “highly relevant.” This result speaks to Facebook’s impressive ad targeting capabilities; it also suggests that ad recall may be high in part because Facebook is so skilled at serving ads that align with users’ interests.

Facebook partnered with global information and measurement company Nielsen to ascertain the value of video advertising on the social network. Going beyond view counts (a typical vanity metric), Nielsen discovered that 74% of a campaign’s cumulative impact can be achieved within the first 10 seconds of a video. As Facebook puts it, “marketers should experiment with shorter ad creative to drive value for their brand.”

7. More Than 1.25 Billion People Visit Facebook Watch Every Month

Facebook video stats

In a Q2 2021 earnings call, Mark Zuckerberg states “On-demand video, like in Facebook Watch, is also growing quickly and is now growing faster than other types of video or content in News Feed.”

Meta is also developing existing monetization methods like Stars. Facebook Stars is an in-app donation currency that allows creators to monetize their streams. In 2020, users spent $50 million of Stars to game stream creators going live on Facebook alone.

8. 85% Of Facebook Videos Are Viewed Without Sound, But…

Almost 9 of 10 Facebook videos are consumed without sound, a signal that brands should consider producing video content that can still be engaging, even in silence. To that point, Facebook found that adding captions to videos increases the watch time by 12%, on average.

Nonetheless, Facebook is beginning to test video autoplay sound as announced earlier this week despite Facebook’s own publicized research that 80% of viewers react adversely to videos with automatic sound.

9. More Than 60% of Video Revenue Now Comes From Mobile-First Video

Facebook defines “mobile-first video” as videos that are shot vertically or are under 15 seconds.The Q3 2021 earnings call revealed more than 60% of Facebook’s video revenue comes directly from mobile-first video.

10. Vertical Videos Are The Most Engaging Video Format

facebook video statistics

A study of more than 3,977,401 video posts from business pages by Socialinsider reveals vertical videos to be the most used video format on Facebook.

Vertical videos are not just the most popular format, the study also found vertical videos to have a higher engagement rate than landscape or square formats. According to the same study, Facebook video users also favor smaller captions—a trend likely influenced by TikTok and Reels. Limiting caption length to 10 words and keeping call-to-actions brief may boost engagement rates up to 0.44% on vertical Facebook videos.

11. The Average VTR On Facebook Is 30%

facebook video ad stats

Separate from audience retention, the view-through rate can be calculated by dividing Unique Viewers by People Reached. WordStream and AdStage data claim the average click-through rate in Facebook ads across all industries is between 0.90% and 1.33%. These averages can vary greatly depending on the industry. Narrowing targeting and performing A/B testing allows marketers to understand which ads are producing the highest levels of engaged users.

12. 13% Organic Reach & 6.3% Engagement Rate For Branded Facebook Videos

Brands have experienced notable success by publishing Facebook videos—especially “native” Facebook videos (as opposed to links from YouTube videos, Vimeo videos, or video content published on other platforms).

Facebook’s 6.3% per-video engagement rate is especially impressive considering the highest engagement rates for top brands on Instagram (as determined from our Instagram Brand & Influencer Engagement Rate Case Study) span from a 1.4% (for Instagram’s top fashion brand channels) to 3.3% (for top Computer & Electronics brands on Instagram).

13. 8 Billion Video Views Happen Daily On Facebook

As the number of users watching video grows, Meta continues to invest and develop more opportunities for businesses and creators to reach them.

Live video specifically presents creators and businesses with a way to connect with users in the moment to build and foster communities. Monetization tools like Live Breaks for mid-roll ads and Live Shopping will greatly impact both marketers and creators looking to drive engagement.

9 YouTube Shorts Statistics That Are Shaping The Future Of YouTube

YouTube Shorts Statistics

YouTube Shorts Statistics Creators And Marketers Need To Know

As the leading short-form video app, TikTok has changed the game for vertical video content. Every major social app is racing to fill the consumer demand for short-form video—scrollable, quick, video content that captivates short-attention span audiences like Gen Z.

The race for top social apps to develop a short-form video feature may be reminiscent of the mass-incorporation of the “Stories” format that took place across major social apps from 2016-2017. Both trends speak loudly to the power of social video and the future of mobile video. Currently, 75% of video plays worldwide are on mobile devices. Exploring short-form video allows marketers the opportunity to increase brand visibility and improve their overall video marketing strategy.

In September 2020, YouTube announced its short-form video offering and TikTok competitor, YouTube Shorts. YouTube released its Shorts feature in India before rolling it out to the U.S. and 26 other countries in March 2021. The feature exists through a dedicated “Shorts” tab on the mobile YouTube app (viewing is not yet optimized for desktop).

As the short-form video platform landscape continues to evolve, and competition continues to build, it is difficult to predict which platform will rise above the rest.

Here are nine YouTube Shorts statistics marketers need to know:

1. YouTube Has Over Two Billion Monthly Active Users

YouTube is the second most-visited website and the second most-used search engine in the world following Google. For marketers, the introduction of YouTube Shorts provides the opportunity to tap into YouTube’s engaged audience through short-form video. Marketers do not have to commit or invest in an expensive long-form content strategy and instead can explore YouTube Shorts as a medium to reach new audiences.

2. YouTube Shorts Receives Over 15 Billion Daily Average Views Globally

At the end of 2020 and prior to U.S. launch, YouTube Shorts daily viewership was around 3.5 billion views. By March 2021, YouTube Shorts was released in the U.S. and 26 other countries and daily viewership grew nearly double to 6.5 billion daily views. In July 2021, YouTube Shorts became available in more than 100 countries worldwide and surpassed the 15 billion daily average views benchmark.

3. Over 70% Of YouTube Watch Time Comes From Mobile Devices

We are spending more time on our mobile phones than ever before. That’s why this next YouTube Shorts statistic comes as no big surprise. More than 70% of YouTube watch time comes from mobile devices. The push for YouTube Shorts comes second to YouTube’s first vertical video offering—YouTube Stories.

YouTube Stories was launched in November 2017 and is currently only available to creators with over 10,000 subscribers. The Stories format allows users to post a 15-second clips that disappear after 7 days. In contrast, YouTube Shorts do not expire, and can be used by all users regardless of subscriber count.

4. Over 70% Of Shorts Are Longer Than 15 Seconds…With A 60 Second Time Limit

Users have up to 60 seconds to capture video with YouTube Shorts. When YouTube Shorts was first released in 2020, the maximum time allowance was 15 seconds. Shortly after the U.S. release of YouTube Shorts, the video length allowance was upped to a maximum of 60 seconds. Data shows users are definitely utilizing the extra 45 second allowance.

Tubular Labs conducted a study of 1.1 million YouTube Shorts. Of the 1.1 million Shorts studied, 72% skewed longer—between 16 seconds and 60 seconds long. The same study revealed 25.6% of the Shorts came from India while 23.4% were uploaded in the United States.

5. YouTube Has A $100 Million Shorts Fund To Entice Creators

Creators have many options when it comes to short-form video platforms: TikTok, Instagram Reels, and Snapchat Spotlight to name a few. To attract online creators, social apps are launching Creator Funds to reward creators who are creating engaging, viral content.

In May 2021, YouTube announced a $100 million YouTube Shorts Fund to be distributed through 2021 into 2022. YouTube reports it will choose from thousands of qualified creators and pay each creator anywhere from $100-$10,000 a month. In order to claim a payment from the fund, creators must meet Creator Fund criteria largely based on Shorts viewership and audience engagement.

YouTube has one of the most competitive Creator Funds in the short-form video space. For comparison, TikTok has a U.S. Creator Fund to the tune of $200 million, and Snapchat Spotlight promised to pay its creators “$1 million a day” (a promise of about $200 million as they recently updated that figure to monthly payouts of “millions”). While there is currently not a Creator Fund for Instagram Reels, Facebook announced a $1 billion Creator Fund to help creators monetize on Facebook and Instagram by the end of 2022.

6. Creators Are Using Shorts To Gain Long-Form YouTube Subscribers

With the introduction of YouTube Shorts, If a person subscribers to a user’s Shorts, they are also subscribed to that user’s long-form content. Historically it is much easier to encourage followers to interact with different content formats within the same app, than it is to tell followers to interact with different content formats on different apps. For example, an influencer with a large following on TikTok, might struggle to transfer their audience to YouTube.

With the placement of YouTube Shorts as a section within YouTube, a subscriber can interact with a user’s short-form content just as easily as a user’s long-form content. This presents an opportunity for creators to leverage a short-form video content strategy into a long-form video content strategy or vice-versa. Creators who may have been struggling to grow their long-form channels, now have an alternative method to grow their subscriber base through Shorts without expending long-form content resources.

There are some caveats: while views from YouTube Shorts are contributed towards a user’s total channel views, Shorts views do not count towards YouTube’s Partner Program eligibility. Subscribers gained through Shorts do, however, count towards YouTube’s Partner Program criteria. Shorts are also presently exempt from collecting YouTube Premium revenue.

7. Creators Can Choose Sounds From Any YouTube Video To Remix Content For Shorts

YouTube Shorts create Short from video

YouTube Shorts has a growing music library from over 250 music labels and publishers. YouTube also hosts a simple site link integration that allows users to extract and use the audio from any Short or long-form YouTube video.  Copyright ownership and privacy settings on certain videos may prohibit users from using this feature. If a video allows remixes, a “create” button will appear underneath the video.

Users can click the “create” button to launch Shorts creation tools and begin filming content. This impressive “extract audio” feature helps to distinguish YouTube Shorts apart from competitors TikTok, Reels, and Triller.

8. More Monetization Methods Native To YouTube Shorts Are Coming

With the launch of the Shorts Fund, there are now over ten different ways for creators to make money on YouTube: 1) YouTube Partner Program, 2) YouTube BrandConnect, 3) Super Chat, 4) Super Thanks, 5) Super Stickers, 6) merchandising, 7) events, 8) YouTube Premium, and 9) Channel Memberships. In addition to the $100 million Shorts Fund, YouTube promised a “longer-term monetization model” specifically for Shorts creators.

9. The Most-Watched YouTube Short Has Over 400 Million Views

YouTube Shorts Statistics

5-Minute Crafts FAMILY’s video of DIY soap in the shape of a foot takes the crown for the most-viewed YouTube Short. Posted on April 11, 2021, the 35-second clip has over 8,000,000 likes and 33,000 comments. The famed Short received 232 million views in its first month.

How Many Influencers Are There? New Data, Calculations & Charts

Number of influencers in the world

The influencer marketing economy has grown at a rapid rate and many children now aspire to be vloggers or influencers when they grow up. With the popularity and growth of personality-driven social media and emergence of new channels and mediums (e.g. TikTok, Triller, Instagram Reels), many people are wondering,

“How many influencers are there?”

At Mediakix, we wondered the same thing and set out to definitively answer exactly how many influencers are there in the world and across all social media platforms.

(Hint: it’s somewhere between 3 and 38 million 😉 )

Methodology & Considerations To Determine How Many Influencers Exist


In order to determine how many influencers exist in the world, we needed to 1) determine a viable methodology to account for influencers across Instagram, YouTube, and TikTok and 2) establish parameters and account for duplication of influencers across platforms.

To sort how many influencers exist across each social media platform, we turned to established influencer tiers — determining how many influencers exist on a given platform for each tier (category of influencer based on established follower ranges):

  • How many influencers are on Instagram? How many exist for each tier?
  • How many influencers are on YouTube? How many exist for each tier?
  • How many influencers are on TikTok? How many exist for each tier?

To determine the above, we leveraged influencer, platform, and influencer tier data from over four different influencer marketing platforms (Julius, Tagger, CreatorIQ, HypeAuditor, Influencity) in addition to our own internal database.

To determine “influencer overlap” across Instagram, YouTube and TikTok (i.e. accounting for the same influencer across both Instagram and YouTube for example), we assessed the top 1,000 influencer channels across Instagram, YouTube and TikTok (excluding brand, celebrity, non-influencer accounts) from HypeAuditor and Socialbakers.

Considerations: Fake Influencers & Defining What Is An Influencer

It is imperative to note — while influencer marketing platforms attempt to vet and measure influencers in their database for inauthentic or fraudulent activity, “fake influencers” still exist on influencer marketing platforms. Influencer authenticity can be easily sacrificed or overlooked, especially on larger influencer marketing platforms.

During our evaluation of multiple datasets, we noticed a broad range of information between third party estimates and influencer marketing databases. This is partially why the total number of influencers is best given as estimated ranges. An “influencer” can mean many things so for the purpose of our study, we have determined an influencer to have the following criteria:

  • Social media users with over 1,000 followers/subscribers who engage an audience through their content.
  • Influencers of all age, nationality, language preference, and creator category are included in our study.
  • Our study focused on Instagram, YouTube, and TikTok influencers.
  • Using a sample size of over 1,000 accounts on each platform we were able to roughly estimate the segment of influencers that exists on each platform apart from brand accounts, publications, networks, and traditional celebrities.This segment analysis is represented through the lower range of our estimates.

We evaluated data from over four different influencer marketing platforms, each varying in size, platform offerings, and methods for finding and vetting influencers in their system. As influencer marketing platforms can vary largely in size, this variance is evident by some of our wider range estimates for the number of influencers that exist for each tier or platform.

For example, one influencer marketing platform may offer 2,000 heavily-vetted, experienced Instagram influencers while another platform may offer 2 million Instagram influencers with limited information on profile credibility.

By providing estimated ranges per platform and influencer tier, we were able to include conservative observations without limiting potentials for much larger estimates.*

*see the Estimation Method section at the end of this post for how we estimated low, high and influencer tier distribution across each social media platform.

How Many Influencers Are There On Instagram?

We analyzed Instagram influencer-specific data from over four separate influencer marketing platforms in order to pinpoint common trends and learn the average number of Instagram influencers in each database.

Data from HubSpot and Mention share that 52% of Instagram users have less than 1,000 followers (meaning 48% of Instagram users have 1,001+ followers).

Instagram has historically been vague on its user data including DAU, MAU, and total users; however, most data firms and social reporting companies agree that Instagram likely has upwards of 500 million daily active users.

If we take Instagram’s 500 million users, account for users with 1,001 followers + (48%), then project our influencer ratio from our top 1,000 Instagram account analysis (35%), we can determine a broad ceiling range of 83 million potential Instagram users.

Comparing our ceiling estimation to data collected by multiple influencer marketing platforms, we found that the largest influencer marketing platforms reported to have databases of 20-80 million Instagram influencers.

Experimenting with two of the largest influencer discovery platforms (HypeAuditor and Influencity) we found their total number of Instagram influencers (with over 1,000 followers) was 8.7 million and 69 million respectively. After credibility checker filters were applied, the influencer search results became limited to 176,000 and 37 million, respectively.

Using these “authenticity” filters can lower the total number of influencer search results anywhere from 30-97%.

While it is important to acknowledge the possibility of an influencer existing on Instagram and not existing in an influencer marketing database, it is therefore increasingly likely that the top range estimate of Instagram influencers is less than our original broad estimate of 83 million and closer to, if not well under, 37 million.

Tier data was determined based on multiple influencer marketing platform’s provided tier data. The percentage across each tier was first averaged.

Once the average percentage per tier was determined, our team applied these benchmarks to our low and high range estimates for Instagram influencers to determine tier average viability. Once found, our team found previous estimates and cross-checked the results for practicality.


How Many Influencers Are There On YouTube?

A study from Tubics estimates over 37 million active YouTube accounts — 32 million of which have under 1,000 subscribers. This data deduces that there are 5 million remaining active YouTube accounts with over 1,000 subscribers, but it does not distinguish “active accounts” from influencer accounts.

In order to better determine how many of the 5 million accounts are potential influencer accounts, we analyzed the top 1,000 YouTube accounts (provided by both HypeAuditor and Socialbakers). We found YouTube influencers represent around 30% of the top 1,000 channels, publishers/brands/networks around 47%, and musicians and celebrities 22%.

Based on our findings we can determine that the total number of YouTube influencers is less than 5 million, and closer to 1.5 million.

In a different approach, cumulative data from influencer marketing platforms suggests the number of influencers with over 1,000 subscribers on YouTube to be around 1.7 million. Using these estimates as benchmarks, we can estimate the number of influencers on YouTube with those over 1,000 subscribers, to be somewhere between 1.5 million and 5 million. This estimate range speculates that out of YouTube’s 2 billion estimated users, less than 1% are actually influencers (0.085% to 0.25%).

Now that we have a range estimate for YouTube influencers with >1,000 subscribers, we assessed the number of influencers with over 100,000 subscribers and the number of influencers with over 1 million subscribers by referencing influencer marketing platform data that provided the overall percentage makeup of these influencer tiers within their influencer database. By averaging and comparing influencer tier data from over four different platforms we were also able to derive a healthy estimate for YouTube influencer tier distribution overall.

Third party research that supports these ranges: In 2016 Social Blade published a report that claimed over 2,400 channels have reached over 1 million subscribers and more than 24,000 channels have reached over 100,000 subscribers. They also discovered more than 40 channels hit the 100,000 subscriber mark every day and four channels cross the 1 million subscriber mark every day.

These sample numbers would indicate that now in 2021, there exists over 10,000 channels with over 1 million followers and over 100,000 channels with over 100K followers.

Since this information only references channels and not influencer channels specifically, we analyzed the top 1,000 YouTube accounts from both Socialblade and HypeAuditor in order to gain a ratio of influencer channels to active channels.

We found YouTube influencers represent around 30% of the top 1,000 channels, publishers/brands/networks around 47% and musicians and celebrities 22%. Using this ratio on Social Blades 2016 estimates yields 3,000 influencers with over 1 million subscribers and around 31,000 influencers with over 100K subscribers.

Third party data that supports these ranges: In November 2020, Tubics estimated there to be 22,000 YouTube channels with over 1 million subscribers. Applying the previous one-third influencer ratio reveals 6,600 possible influencer accounts with over 1 million subscribers — well within our estimated range.

Using multiple influencer marketing platforms provided tier data, we were able to average each platform’s tier percentage and determine YouTube influencer tier distribution.

Once we estimated tier percentage distribution, our team applied our low and high range estimates for the total number of YouTube influencers to determine viability. We then cross-checked our findings using previous third-party research for YouTube influencer tier distribution and the total number of YouTube influencers to corroborate our findings.

How Many Influencers Are There On TikTok?

Some platforms claim to have upwards of 22 million TikTok influencers (each with over 1,000 followers). Through further examination of two of the largest influencer databases we have found a large amount of influencers listed to lack credibility.

Influencer marketing platform Julius revealed there to be over 43,000 TikTok influencers in their database. Using credibility checking tools on two other TikTok influencer marketing platforms (Influencity and HypeAuditor) we were able to pinpoint 50,000 as the average range of TikTok influencers with 1,000+ followers.

Given that these platforms are likely using third party tools to scrape influencer data and not TikTok’s official API, we felt prioritizing credibility was the best approach in this instance, and so we have conservatively estimated the high range of TikTok influencers to be 50,000.

The above tier data was determined based on a single influencer marketing platform’s provided tier data. Currently, TikTok has not granted official access to their API, meaning companies must go through non-official channels to collect user data. In turn this has caused many influencer marketing platforms to have partial or missing TikTok influencer tier data.

Our team applied these estimated benchmarks to our low and high range estimates for TikTok influencers to determine tier average viability.

TikTok influencer size data is limited, and although our team could not find third party estimates to cross-check our collected data, we believe our estimate to be practical based on our analysis of top 1,000 TikTok accounts, the influencer marketing platform data provided, and external research.

What’s The Influencer Overlap Across Instagram, YouTube & TikTok?

For the influencers listed on the 1,000 highest followed accounts for Instagram, TikTok or YouTube:

  • 90% of all influencers who make a top 1,000 account list do so for one platform only (TikTok, Instagram, or YouTube).
  • 5.3% of all influencers who make a top 1,000 account list, do so for TikTok and Instagram (and not YouTube).
  • 2.4% of all influencers who make a top 1,000 account list, are on all three platform’s top 1,000 account lists (TikTok, Instagram and YouTube).
  • 1.3% of all influencers who make a top 1,000 account list, do so for Instagram and YouTube (and not TikTok).
  • 0.7% of all influencers who make a top 1,000 account list, do so for TikTok and YouTube (and not Instagram).

Takeaways Of Influencer Overlap Analysis:

  • We can determine there exists a >10% increase in influencer overlap between the three influencer channels Instagram, YouTube and TikTok.
    • Limitations of this finding: since the sample size used was of the top 1,000 most-followed influencers, the amount of overlap of influencers in social platforms is likely much higher. While we have found a 10% chance influencers are a mega influencer on one or more social platforms, many influencers exist as mega-influencers on one channel and macro- or mid-tier influencers on another. These prevalent circumstances were not evaluated in our study. We can however indicate through our study that the overlap of influencers between Instagram, YouTube, and TikTok is at least 10%.
  • We can determine it is more likely for a top Instagram influencer to also be a top influencer on TikTok than for a top Instagram influencer to also be a top influencer on YouTube
  • It is more likely for a top influencer to be a top influencer on all three platforms than it is for a top influencer to be a top influencer on only TikTok or YouTube.
  • The social channels with the least influencer overlap is TikTok and YouTube
  • The social channels with the greatest influencer overlap is TikTok and Instagram

There Are 3.2M – 37.8M Influencers In The World

Combining the estimated range data for TikTok, Instagram, and YouTube leads to a total range estimation of 3.5 million to 42 million. Accounting for influencer overlap between platforms, we can remove 10% of influencers from our total estimation — although the overlap percentage between the three platforms is likely much higher.

Our data reveals a 3.2 million – 37.8 million estimation for the total number of influencers on Instagram, YouTube, and TikTok.

Estimation Method: Calculating How Many Influencers For Each Social Media Platform

We used the following process to estimate influencer size on each social platform:

  1. Maximum Size: Determine a high range estimate for each channel.
  2. Minimum Size: Pinpoint a low range estimate for each channel.
  3. Influencer Tier Distribution: Created an estimate for influencer tiers using data provided by over four influencer marketing databases.
  4. Testing Estimates: After the estimated range and tier distributions were found, we tested our estimated tiers and range estimates for practicality.

Determining High Range

The high range estimate per channel was found by using the highest number of influencers in the largest available influencer database per platform.

We then calculated the largest possible influencer potential using platform user data and segmentation analysis from third party sources and our own research on the top 1,000 accounts per platform. 

Estimating Low Range

In order to find the minimum number of influencers on each social platform, we examined the number of influencers that exist per social channel in over four different influencer marketing databases. We evaluated both the median and average of our data and calculated a conservative estimate.

Estimating Influencer Tier Distribution

We began estimating tier distributions by averaging the tier distribution data from over four influencer marketing platforms.

We adjusted average estimates using linear regression models and were able to establish influencer tier distributions for the three social channels. 

Testing Estimations 

We further tested our estimates by applying our estimated tiers across our range estimates and testing for practicality.

Additionally, we used platform user data, analysis from our top 1,000 account list, and previous third party estimates on user segmentation, and influencer size to cross check, and (if needed) adjust our estimates.

The Top 11 Triller Statistics For 2021: Key Facts, Figures & Data

Triller Statistics

Triller Statistics Showing The Emerging App’s Immense Potential

As TikTok faced a possible U.S. ban in August 2020, influencers scrambled to recreate their followings on a similar app called Triller. In a short turn of events, Triller was effectively becoming the next TikTok skyrocketing to #1 in the App Store.

To many creators, Triller seemed similar to TikTok — both apps centered around music and short-form content. Then as the controversy of the TikTok ban dwindled, creators and brands are left wondering if Triller will stay relevant.

So far, Triller has been able to differentiate itself by aligning with top music artists such as The Weeknd, Marshmello, Lil Wayne, and others. Triller is an attractive platform for musicians due to their artist-friendly licensing partnership with some of the top studios including Warner Music Group, Sony, and Universal. Additional features such as the ability to link to music streaming services and multiple discovery methods make Triller a compelling addition to any artist’s arsenal.

Triller has also made strides to improve its video editing capabilities through AI-powered technology. In a matter of seconds, creators can easily stitch video clips together that appear professional. Now with additional features and a team of celebrities behind them, Triller is positioning themselves to rival TikTok.

We’ve compiled the most relevant Triller statistics that every marketer should know:

  1. Triller has 231 million downloads globally.
  2. Triller reached No. 1 in the App Store in August.
  3. Triller has 65 million monthly active users.
  4. Triller has grown over 500% year over year.
  5. Triller’s monthly average users are less than 1/10 of TikTok.
  6. Triller users spend 22 minutes a day on the app.
  7. Triller’s lifetime retention rate is 26%.
  8. Triller has a valuation of $1.25 billion.
  9. Triller’s top 5 countries in terms of site’s rankings are the US, UK, Canada, Australia, and France.
  10. Charli D’Amelio is currently the highest followed creator on Triller with 6.1 million followers.
  11. 3 TikTok influencers hold executive titles at Triller.
Triller stats

1. Triller has 231 million downloads globally

In the latest interview with co-founder Ryan Kavanaugh, Triller has officially topped 231 million downloads globally. In comparison, TikTok has been downloaded 2.6 billion times which makes Triller about 9% of TikTok’s total downloads. While Triller remains at 9% of their downloads, they only consist of about 6.5% of TikTok’s monthly average users.

2. Triller reached No. 1 in the App Store in August

In light of the controversy in August surrounding the ban of TikTok, Triller experienced tremendous growth as many users were searching for a viable alternative.

In several countries, Triller surged to the No.1 rank on the app store and drew interest from advertisers as an emerging influencer channel. Currently, Triller rankings No. 52 in the Photo and Video category on the App Store.

3. Triller has 65 million monthly active users

Triller now claims 65 million active users (MAUs) — a major leap forward from their previous number of 13 million active users from 2019. At 65 million MAUs, that’s nearly a 5x increase in users and a 4x increase in downloads within a year. 

Triller’s users and engagement metrics drew unwanted attention earlier in the year — Apptopia, a third-party app data company, claimed that Triller was inflating their numbers in August of 2020 but have since worked hand-in-hand to correct the discrepancy.

4. Triller has grown over 500% year-over-year (YoY)

With upgrades to the platform architecture and new machine learning editing features, Triller has been able to capture steady growth since the founding of the company in 2015. 

Triller was perfectly positioned to be a worthwhile alternative for TikTok users amid a possible ban. While it remains unpredictable whether Triller will sustain their growth, there are several investors (including Marshmello, The Weeknd, and Lil Wayne) betting that it will.

5. Triller’s monthly average users are less than 1/10 of TikTok

While Triller boasts an impressive 65 million monthly active users, they are still strides behind TikTok’s 1 billion monthly active users.

Nevertheless, Triller has been attractive enough to acquire some of the top influencers in social media such as Noah Beck, Charli D’Amelio, and Josh Richards. Triller is still in the early stages of development and it will continue to carve out its place and unique offerings in the social media game.

6. Triller users spend 22 minutes a day on the app

Users stay on Triller for an average of 22 minutes per day, while creators spend 60 minutes (according to Triller). 

In comparison to other social media platforms, Instagram users spend 50 minutes per day, YouTube users spend 40 minutes per day, and TikTok users spend 45 minutes per day.

At just 42% of the total time spent on the app compared to TikTok, Triller will need to make a few adjustments to get on the same playing field as their competitors.

7. Triller’s lifetime retention rate is 26%

The lifetime retention rate represents the percentage of active users over the total amount of downloads.

Based on Triller’s own data, they have one of the highest retention rates among any social media app on the market — Triller has also come out to say this metric can be skewed depending on the timeframe the metric is taken from.

8. Triller has a valuation of $1.25 billion

As of October, Triller has been valued at $1.25 billion based on its last round of private funding. On the heels of an incredible year for Triller, the company considered going public through a reverse merger which could significantly lift their valuation. Nevertheless, Triller remains at about 1% of the most recent valuation of TikTok, according to CB Insights.

9. Triller’s top 5 countries are the United States, UK, Canada, Australia, and France (by site ranking)

The popularity of Triller remains the strongest among western English-speaking countries. The LA-based company seems to attract a similar demographic globally while they have had some success in India.

10. Charli D’Amelio is currently the highest followed creator on Triller with 6.1M followers

Charli D’Amelio, the most followed creator on TikTok, joined Triller back in September and within a few days gained nearly 1 million followers.

As you might imagine, Triller welcomed the D’Amelio family with open arms, and their massive followings rolled in from TikTok. While Charli continues to post on Triller, she only follows four creators suggesting she likely doesn’t use the platform herself.

Triller app user stats

11. 3 TikTok influencers hold executive titles at Triller

Triller has been able to recruit some of the top influencers as they take a bite out of TikTok’s giant audience.

Josh Richards, with his 2.8 million followers on Triller, holds the Chief Strategy Officer position on the executive team alongside Noah Beck and Griffin Johnson who have advisory positions. Noah Beck and Griffin Johnson have 5 million followers and 1.9 million followers on Triller, respectively.

30 Affiliate Marketing Statistics Every Marketer Must Know

affiliate marketing statistics

30 Statistics That Prove Affiliate Marketing Is Winning With Marketers

In 2016, U.S. retailers spent $4.7 billion on affiliate marketing. Astoundingly, by 2020 U.S. affiliate marketing spend is expected to rise to $6.8 billion.

Today, affiliate marketing is implemented across a wide range of social media — YouTubers often include affiliate links in video descriptions to highlight the products they mention or the clothes they’re wearing. Similarly, bloggers frequently place affiliate links within product reviews posted on their blog.

The use of affiliate marketing strategies has become increasingly relevant as consumers demonstrate a preference for online shopping, and content creators and influencers look for the best ways to generate revenue across digital and social media.

The Affiliate Marketing Statistics Marketers Should Know

The growth and importance of affiliate marketing is becoming undeniable. By leveraging affiliates, marketers are able to reach untapped audiences with built-in trust. Here we’ve gathered the most relevant affiliate marketing statistics marketers must know. Click to skip to the following section:

  1. Over 80% of brands use affiliate marketing programs.
  2. The annual affiliate marketing spend overall is approximated at $12 billion.
  3. Affiliate marketing worldwide spend is increasing at a 27% Compound Annual Growth Rate or CAGR.
  4. The interest in the search term “affiliate marketing” has been steadily on an incline for the past 5 years.
  5. Influencers receive a 1-10% commission for affiliate marketing with Amazon.
  6. 15% of the total digital media revenue is generated from affiliate marketing.
  7. In recent years, the content pool generated by affiliate marketers has grown by 175%.
  8. According to 38% of all marketers, affiliate marketing is among the top customer acquisition methods.
  9. Fashion is the biggest niche in affiliate marketing — accounting for 23.27% of all affiliate programs on the web.
  10. Sports/outdoors makes up 18.16% of all affiliate programs online.
  11. Travel, gardening, electronics, business, education, and finance belong to the top 9 niches.
  12. 50% of affiliate-generated traffic originated from mobile devices as of 2017.
  13. In the U.S., annual affiliate marketing spending is projected to hit the $6.8 billion mark.
  14. Vouchers made up 30% of U.S. affiliate marketing sales in 2018.
  15. Affiliate marketing generates 16% of all e-commerce sales in the U.S. and Canada.
  16. It’s possible to make well over $1,000 in a single sale.
  17. Of the 35% of affiliates who earn more than $20,000 per year, 12% make over $75,000 in affiliate income.
  18. Awin affiliates earned over $700 million last year.
  19. Successful companies built off of affiliate commissions include Groupon, Moneysupermarket Group, Cuttina Media, and Internet Brands.
  20. Amazon Associates remain dominant in the affiliate marketing landscape with a market share of 42.85%.
  21. Next to Amazon Associates, the six biggest affiliate networks are VigLink, CJ Affiliate, SkimLinks, Rakuten, ShareASale, and Awin.
  22. Affiliate marketing is responsible for as much revenue generation as email marketing.
  23. While content marketing costs 62% less than ads, it’s known to generate as much as 3 times more leads.
  24. 65% of merchants that use via affiliate marketing said that it produced 5-20% of their annual revenue.
  25. Search ads, display ads, email, and tech partners are responsible for only 1% of affiliate marketing sales each.
  26. Although “pay per call” affiliate marketing is more intensive, it’s enjoying a high conversion rate of 10-15%.
  27. For travel sites, comparisons drive 20% of sales — coupons at 21% and cashbacks at 24%.
  28. In 2017, affiliate marketing generated 5 billion clicks and 170 transactions worldwide.
  29. Cross-promotion between desktop and mobile device users is one of the trends in affiliate marketing in 2019.
  30. AI and voice search are among the biggest affiliate marketing trends.

1. Over 80% of Brands Use Affiliate Marketing Programs

Affiliate marketing continues to increase in popularity among advertisers, in part due to its performance-based nature. More than four out of five brands use affiliate marketing to generate revenue, and data has shown publishers use the strategy even more.

80% of brands and 84% of publishers leverage affiliate marketing.

To measure the use of affiliate marketing among top advertisers and publishers, Forrester surveyed over 150 advertising VPs (limited to U.S. companies generating a minimum of $200 million in revenue) and the same number of U.S. publishers by site traffic.

2. The Annual Affiliate Marketing Spend Overall is Approximated at $12 Billion

While this is just an estimation, the continued growth of affiliate marketing is prevalent among all sources. According to one study that tracked U.S. affiliate marketing expenditures (from 2010 through the present), the U.S. affiliate marketing spend will likely reach $8.2 billion by 2022 — up from $5.4 billion in 2017.

3. Affiliate marketing worldwide spend is increasing at a 27% Compound Annual Growth Rate (CAGR)

Compared to the majority of sales channels, this is quite an impressive figure. 10% is considered a strong growth rate for most small-medium businesses, with lower figures being more likely with larger companies. This places the affiliate marketing industry well above average.

4. Search interest for “affiliate marketing” has increased 300% in the past 5 years

affiliate marketing statistics search interest

According to Google Trends, interest in affiliate marketing has increased drastically of late. In fact, the July 2020 search for “affiliate marketing” peaked at the highest search in 11 years.

In five years, affiliate marketing’s popularity ranking soared from only around 25 to 100 worldwide, an increase of 300%! Google considers a value of 100 as “peak popularity”, with a value of 50 being only half as popular.

The popularity in the U.S. has fluctuated more widely, with popularity beginning around a rating of 42 before bouncing to reach its current ranking of 82. While the difference isn’t quite as dramatic, the trend clearly shows a consistent and sustained increase in affiliate marketing.


Since 2017, creators on Amazon have earned on average a 4% commission through advertising Amazon product links in their content.

Creators can earn up to a 10% commission for promoting luxury items, and on the other end of the spectrum, a 1% commission for promoting video games.

BuzzFeed and The New York Times are two examples of the publishing giants that drive readers to Amazon products through Amazon’s affiliate network.

In April 2020, amid the coronavirus outbreak, Amazon decreased the commission rates for many product categories in one of the biggest Amazon Affiliate announcements since 2017.

Some product categories were hit harder than others — for example, commission rates for grocery products dropped from 5% to 1% while rates for furniture and home improvement products experienced a 5% decrease in commission.

6. 15% of the total digital media revenue is generated from affiliate marketing

Even in 2020, publishers still generate the majority of their revenue from traditional advertising. According to The Affiliate Marketing Report from Business Insider, however, affiliate marketing is growing faster.

U.S. affiliate marketing spending increases annually by 10.1%, indicating that affiliate marketing is becoming more widely accepted by mainstream media publishers.

7. In recent years, the content pool generated by affiliate marketers has grown by 175%

Many product reviews, comparison articles, and recommendation listicles may be from affiliate marketing. High-quality content naturally sells better than mediocre blog posts, so the majority of affiliate-created content may be quite useful.

All in all, the steady increase of affiliate content has made it much easier than it used to be to make an informed decision about what to buy and where to buy it.

8. According to 38% of all marketers, affiliate marketing is among the top customer acquisition methods

Despite the vote on affiliate marketing’s efficacy being less than unanimous, a substantial segment of the marketers polled believed it to have substantial merit as a means of reeling in new customers, right up there with email marketing and traditional advertising methods.

Although many didn’t cite affiliate marketing as one of their top choices, the majority still incorporated an affiliate program into their overall marketing strategy.

affiliate marketing statistics

9. Fashion is the biggest niche in affiliate marketing — accounting for 23.27% of all affiliate programs on the web

After analyzing data from 550 affiliate programs across 6 networks and sorting the affiliate programs into 20 broad categories, fashion ranked first, accounting for 18.7% of all major affiliate programs.

This comes as no surprise, and the next other high-ranking niches shouldn’t either:

10. Sports and Outdoors is the second-biggest niche making up 18.16% of all affiliate programs online

Next up was the sports and outdoors category, with 14.6%, followed by health/wellness and beauty at 11.1%.

11. Travel, gardening, electronics, business, education, and finance belong to the top 9 niches

The popular categories and niches that thrive tend to have one of two critical qualities – visual appeal, problem solving, or both.

Aesthetically pleasing gardening and travel images automatically provoke clicks, and the tutorials and recommendations that often accompany them are genuinely helpful.

Meanwhile, categories like finance and electronics often involve detailed, informative content that helps the audience to make educated decisions about potentially expensive purchases.

12. 50% of affiliate-generated traffic originated from mobile devices as of 2017

Of all the stats on this list, this is one of the most telling. Even three years back, half of affiliate content was first viewed on mobile. While some customers may have completed their purchases on desktop, mobile devices were responsible for half of all affiliate-generated leads.

Since 2017, our collective use of mobile devices has only increased. While there isn’t an updated affiliate marketing statistic for mobile, it’s highly likely that an even greater percentage of affiliate traffic begins on-the-go today.

13. In the U.S., annual affiliate marketing spending is projected to hit the $6.8 billion mark

Affiliate marketing is nothing new, but in recent years it has proven its merit as an effective sales channel with affiliate marketing spend to hit the $6.8 billion mark in 2020.

Further analysis predicted that affiliate marketing will influence up to 14% of online purchases in the U.S. this year.

The total impact in the U.S. market will equate to roughly $70 billion in sales. While affiliate marketing is highly unlikely to replace other tried-and-true marketing methods entirely, it’s likely that we’ll see this trend continue to grow for some time.

14. Vouchers made up 30% of U.S. affiliate marketing sales in 2018

Some marketers have debated the value of discount codes, but the facts don’t lie. With nearly a third of U.S. affiliate marketing sales in 2018 traced back to vouchers, they’re clearly a useful tool in the affiliate marketing arsenal.

Research has also found that 83% of respondents’ shopping choices were influenced by the appearance of a discount code. Discount codes make it more enticing to buy greater quantities at a time than they normally would.

15. Affiliate marketing generates 16% of all e-Commerce sales in the U.S. and Canada

When you’re considering such massive markets, 16% is nothing to scoff at. The U.S. in particular is a prime target for affiliates — currently, the U.S. is the most lucrative market to focus on.

Nearly 64% of affiliates worldwide target U.S. consumers contributing to that 16% figure.

16. It’s possible to make well over $1,000 in a single sale. Some top-paying affiliate programs even reward marketers with $8,000 in one conversion

It goes without saying that the price of the products being sold by affiliates influence how large of a sale they can make. It’s no accident that many of the most successful affiliates work in a few key niches. With higher-priced items, however, like expensive apparel, fitness equipment, or electronics, a $1,000 sale is entirely feasible.

17. Out of the 35% of affiliates who earn more than $20,000 per year, 12% make over $75,000 in affiliate income

Many people interested in the affiliate marketing industry wonder what the affiliate marketing average income is.

While the majority of affiliates earn up to $20,000 on a yearly basis, there is still a large portion of affiliates that go beyond this mark.

Out of the 35% of affiliates who earn more than $20,000 per year, 12% make over $75,000 in affiliate marketing income. Of the 35% of affiliates who earn more than $20,000 per year, 12% make over $75,000.

18. Awin affiliates earned over $730 million last year

After acquiring ShareASale, another massive affiliate network, the network distributed $734 million among its 100,000 plus contributors. This places Awin among the top affiliate programs of 2020, competing with sites like eBay Partner Network, Rakuten, Clickbank, and, as always, Amazon Associates.

19. Successful companies built off of affiliate marketing include Groupon, Moneysupermarket Group, Cuttina Media, and Internet Brands

Statistic: Revenue of Groupon from 1st quarter 2009 to 2nd quarter 2020 (in million U.S. dollars) | Statista

Nothing is quite as convincing as a success story. Of all the companies built off affiliate commissions, Groupon is about as good as it gets.

In the 2nd quarter of 2020, Groupon generated global revenues of $395.6 million dollars and currently has 53 million active users. As of October 2018, Groupon had already sold an astounding 1.5 billion Groupon deals!

20. Amazon Associates remain dominant in the affiliate marketing landscape with a market share of 42.85%

affiliate marketing statistics

While Amazon Associates may not offer the highest commission rates, the other benefits of working with Jeff Bezos’s big name giant are plentiful enough to keep Amazon’s affiliate program in the top spot.

Amazon Associates has over 50,000 websites and the comfort of working with a large and reputable brand is one reason new affiliates flock to Amazon Associates. The bigger reason? Virtually limitless products in any niche.

21. Next to Amazon Associates, the six biggest affiliate networks are ShareASale, SkimLinks, Rakuten, CJ Affiliate, VigLink, and Awin

These affiliate networks are the most impressive options for 2020. These affiliate networks are listed in order of market share according to the Alexa top 100. While they each have their pros and cons, the best network for those looking to become an affiliate depends on what items they’d like to promote, preferred commission rates, and personal sales goals.

22. Affiliate marketing is responsible for as much revenue generation as email marketing — each channel accounting for 16% of US e-commerce orders

Email marketing used to be the tried-and-true method, but affiliate marketing is giving it a run for its money. With most email providers routing ads to a dedicated “promotions” folder, it hasn’t been hard for affiliate marketing to catch up.

Today, affiliate marketing is one of the four main sources of e-commerce sales.

23. While content marketing costs 62% less than ads, it’s known to generate as much as 3x more leads

The reason content marketing is so effective is simple. Content marketing is designed to answer your audience’s questions. How well does a product work? How long does it last? Are the materials high quality? What’s the return policy like?

With content marketing, affiliates help build brand trust, generate new leads, and improve conversions. Because affiliate marketing content comes from a real person, customers often find it more authentic than traditional ads.

24. 65% of merchants that use affiliate marketing said that it produced 5-20% of their annual revenue

affiliate marketing statistics

In addition to this positive response, 85% of merchants stated that their affiliate marketing budgets increased or stayed the same from 2015 to 2016.

While affiliate marketing isn’t a perfect solution, one reason it has held popularity over the past five years is that it effectively introduces customers to new products and offers without interrupting quality content.

As web users become increasingly intolerant of pop-ups and gimmicky ads, plus the growing effectiveness of ad-blocker apps and email filters, affiliate marketing may gain even more of an edge.

25. Search ads, display ads, email, and tech partners are responsible for only 1% of affiliate marketing sales each

For those who dream of becoming a full-time associate marketer, this stat’s a good one to know. The most popular and methods were loyalty and cash-back programs at 43% and voucher codes at 30%, contributing to a total of 73% of total affiliate sales.

26. Although “pay per call” affiliate marketing is more intensive, it’s enjoying a high conversion rate of 10-15%

Like “pay per click” advertising, pay per call works by affiliate marketers directing potential customers to interact with a company. The only difference between the two is how they connect.

Instead of getting paid for every click you generate as an affiliate, you get paid by how many sales calls you direct to the company. While it’s effective, it only works well for specific industries.

Pay per call marketing is popular among service-oriented businesses that schedule appointments over the phone, or companies that sell virtual products such as insurance policies. Despite its limited applications, if it works for your niche, it’s likely to work very well.

27. For travel sites, comparisons drive 20% of sales — behind coupons at 21% and cashbacks at 24%

Anyone who has searched flights on sites like Expedia or Priceline is already familiar with this simple, yet effective, business model. By making it easy to compare destinations, hotels, and flight prices, travel sites offer enticing deals paired with a great deal of convenience.

This type of comparison is responsible for 20% of sales in this niche. Coupons are also even more popular, with cashback offers showing the biggest draw.

28. In 2017, affiliate marketing generated 5 billion clicks and 170 million transactions worldwide

Despite not being the unanimous top choice among all marketing professionals, affiliate marketing generates impressive results. While these statistics have yet to be updated for successive years, these figures are undoubtedly higher than they were in 2017.

29. Cross-promotion between desktop and mobile device users is one of the trends in affiliate marketing in 2019

The differences in preference between millennials and boomers are well documented. Their preferred technology usage is one of the main differences.

While older generations consistently lean toward email marketing to make their purchases, millennials and Gen Z are often shopping on mobile.

33% of those in the 18-34 age bracket claim they always opt-in to push notifications, with an additional 30% in this age range often doing so.

30. AI and voice search are among the biggest affiliate marketing trends

Recent reports predict that the number of people using digital assistant devices, like Alexa and Google smart speakers, could hit 4 billion in 2020, 5 billion in 2021, and 6.4 billion in 2022.

Users typically phrase questions differently when speaking instead of typing, influencing the popularity of varying search results. Specifically, voice queries tend to be longer and phrased as questions.

The words chosen can give affiliate marketers a hint at how close they are to making a sale.

By making it easier to determine whether a potential customer is just doing research or is ready to buy, voice search is likely to play a greater role in affiliate marketing during the next few years.

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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