The State of Social Media for Business in 2023: Statistics, Trends and Insights

In the digital age, social media has become an indispensable tool for businesses of all sizes and industries to connect with customers, build brand awareness, and drive growth. But with so many platforms and ever-evolving best practices, it can be challenging for companies to navigate the social media landscape effectively.

In this comprehensive guide, we‘ll dive deep into the data around social media usage for business, exploring how many companies are using social media, which platforms they‘re prioritizing, what strategies they‘re employing, and what results they‘re achieving. We‘ll also examine key trends and challenges, and provide actionable insights to help your business harness the power of social media in 2023 and beyond.

Social Media Adoption by the Numbers

Let‘s start with a high-level look at social media penetration among businesses worldwide. According to a survey by The Harris Poll, 91% of companies use social media for marketing purposes. This figure has steadily increased over the past decade, up from just 86% in 2013.

However, social media adoption varies significantly based on company size, with larger enterprises more likely to use social media than small businesses. Here‘s a breakdown of social media usage by company size, based on data from Statista:

Company Size % Using Social Media
Large enterprises (1000+ employees) 94%
Medium-sized businesses (100-999 employees) 88%
Small businesses (10-99 employees) 81%
Micro businesses (1-9 employees) 69%

Industry also plays a role in social media adoption rates. A study by eMarketer found that certain sectors are more likely to use social media for business than others:

Industry % Using Social Media
Accommodation and food services 97%
Arts, entertainment, and recreation 96%
Retail trade 93%
Information 93%
Professional, scientific, and technical services 92%
Healthcare and social assistance 88%
Manufacturing 87%
Construction 84%

Platform Popularity: Where Businesses Are Focusing Their Efforts

With dozens of social media platforms to choose from, where are businesses concentrating their time and resources? Not surprisingly, the major players like Facebook, Instagram, Twitter, and LinkedIn dominate the landscape.

According to a report by Buffer, here are the top platforms used by businesses for social media marketing:

Platform % of Businesses Using
Facebook 96%
Instagram 82%
LinkedIn 82%
Twitter 77%
YouTube 55%

While these overall rankings have remained relatively stable over the past few years, platform popularity can vary by business size and industry. For example, LinkedIn tends to be more widely used by B2B companies, while Instagram and TikTok skew toward younger, B2C audiences.

Here‘s a closer look at business usage statistics for each of the major social media platforms:


  • Over 200 million businesses worldwide use Facebook
  • 7 million active advertisers on Facebook as of Q3 2022
  • 66% of SMBs say Facebook is their most important social platform


  • 71% of U.S. businesses use Instagram
  • Over 2 million monthly advertisers on Instagram
  • 50% of Instagram users follow at least one business


  • 58 million companies listed on LinkedIn
  • 94% of B2B marketers use LinkedIn for content distribution
  • LinkedIn ads can reach 14.6% of the world‘s population over age 18


  • 70% of small businesses are on Twitter
  • 82% of B2B content marketers used Twitter for organic content marketing in the last 12 months
  • ad engagement on Twitter is 6x higher than the industry benchmark


  • 68% of marketers plan to increase their TikTok investment in 2023
  • TikTok was the most downloaded app of 2022
  • TikTok users spend an average of 95 minutes per day on the platform

How Businesses Are Using Social Media

Merely being present on social media isn‘t enough; to drive results, businesses need to use these platforms strategically. The most effective social media marketers take a multi-faceted approach, using a variety of formats and tactics to achieve their goals.

Based on data from Hootsuite‘s Social Media Trends 2023 report, here are the top ways businesses are using social media:

  • Building brand awareness (61%)
  • Increasing engagement (48%)
  • Driving leads and sales (45%)
  • Providing customer service (39%)
  • Gaining audience/market insights (37%)
  • Improving brand reputation (35%)
  • Developing customer communities (30%)
  • Recruiting talent (29%)

Chart of top ways businesses are using social media

To achieve these objectives, businesses are employing a range of content types and formats. A survey by Statista found that images (94%), videos (84%), text posts (83%), and links to external websites (80%) are the most common types of content shared by businesses on social media.

However, short-form vertical video has emerged as the breakout content trend of the year, driven by the explosive growth of TikTok and Instagram Reels. According to HubSpot‘s 2023 Social Media Trends Report, 62% of marketers plan to increase their investment in short-form video next year, more than any other content type.

62% of marketers plan to increase investment in short-form video

Other notable content trends include the rise of ephemeral content like Instagram and Snapchat Stories, the growing use of user-generated content (UGC) and influencer partnerships, and the incorporation of interactive elements like polls, quizzes, and AR filters to boost engagement.

Measuring Success: Social Media ROI for Business

With so much time and money being invested in social media marketing, businesses need to be able to demonstrate the return on their efforts. But measuring the ROI of social media can be challenging, as the impact often extends beyond direct sales and revenue.

According to a survey by Hootsuite, the top metrics businesses use to measure social media success are:

  • Engagement (likes, comments, shares) – 44%
  • Followers/audience growth – 35%
  • Leads generated – 31%
  • Conversion/sales – 29%
  • Website traffic – 25%
  • Brand awareness – 22%
  • Sentiment/brand health – 15%

Top social media metrics chart

While these "vanity metrics" like follower counts and likes can be useful indicators of brand awareness and engagement, they don‘t always translate directly to business results. To truly prove the value of social media, marketers need to focus on tracking metrics further down the funnel, like leads, conversions, and sales generated.

One effective way to do this is through the use of UTM parameters, which allow you to track the specific social media posts and campaigns driving traffic and conversions on your website. By integrating your social media data with web analytics tools like Google Analytics, you can get a more holistic view of your social ROI.

Businesses are also increasingly using social listening and sentiment analysis tools to measure the impact of their social media efforts on brand reputation and customer loyalty. By tracking mentions, keywords, and conversations related to your brand across social platforms, you can gauge how social media is influencing perception and driving word-of-mouth.

Challenges and Solutions for Effective Social Media Management

While the benefits of social media for business are clear, managing a successful social presence is not without its challenges. Some of the top struggles businesses face with social media include:

  • Creating engaging content consistently (51%)
  • Measuring ROI (42%)
  • Reaching target audiences (33%)
  • Keeping up with platform changes and trends (28%)
  • Managing multiple accounts efficiently (26%)

To overcome these challenges, many businesses are turning to tools and solutions to streamline their social media workflows and maximize their impact. Some popular social media management tools include:

  • Hootsuite for scheduling posts, monitoring mentions, and measuring performance across multiple platforms
  • Sprout Social for social listening, analytics, and team collaboration
  • Canva for creating visually engaging social media graphics and videos
  • Biteable for producing professional-quality video content at scale
  • Linktree for optimizing social media bios and driving traffic to key pages

Businesses are also increasingly partnering with social media agencies, consultants, and freelancers to bring specialized expertise and additional resources to their social media efforts. According to a study by Upwork, 28% of businesses plan to increase their spending on social media freelancers and agencies in the next year.

The Future of Social Media for Business

As social media continues to evolve at a rapid pace, businesses need to stay ahead of the curve to remain competitive. Here are some of the key trends and predictions shaping the future of social media for business:

The Metaverse Goes Mainstream

With the rise of immersive technologies like virtual and augmented reality, the "metaverse" is poised to become the next frontier for social media. Brands are already experimenting with VR and AR experiences on platforms like Snapchat and Instagram, and this trend is only expected to accelerate in the coming years.

Social Commerce Boom

Social media platforms are increasingly becoming e-commerce destinations in their own right, with features like shoppable posts, product tags, and native checkout. Insider Intelligence predicts that U.S. social commerce sales will reach $53.1 billion by 2023, representing a 28.4% increase from 2022.

AI-Powered Personalization

Artificial intelligence is already being used to personalize social media ads and content based on user behavior and preferences. As AI capabilities advance, businesses will be able to deliver even more targeted, individualized experiences on social media at scale.

The Rise of Micro-Influencers

While celebrity influencers with millions of followers may get the most attention, "micro-influencers" with smaller but highly engaged niche audiences are proving to be effective partners for businesses. Expect to see more brands collaborating with micro-influencers to create authentic, relatable content that resonates with specific target demographics.

Increased Focus on Social Responsibility

In an era of heightened social and political activism, consumers are increasingly expecting brands to take a stand on important issues. Businesses that use their social media platforms to promote social responsibility, diversity, and inclusion will be better positioned to build trust and loyalty with socially conscious audiences.

As these trends demonstrate, social media is no longer just a "nice to have" for businesses; it‘s an essential component of any modern marketing strategy. By staying attuned to the latest developments and best practices, and continually adapting their approach, businesses can harness the power of social media to build their brands, engage customers, and drive meaningful results.