2017 Social Media Wrap-Up

In 2017 social media marketing, not just any content reigned king. It was all about video, AI chatbots, one-on-one messaging, and targeting. And just in case you’re curious, it will continue to be in 2018.

Social Media in 2017

Americans now spend up to 5 hours per day on their mobile devices. This is where we work, connect, and seek entertainment more than ever before. Time spent in mobile apps has increased 69% in the past year, and social media networks play a big role in this usage.

Here’s what you, as a professional, need to know about social media now:


Top Social Media Networks & Messaging Apps in 2017:

  • Facebook – 2.06 billion active users
  • YouTube – 1.5 billion active users
  • WhatsApp – 1.3 billion active users
  • Facebook Messenger – 1.3 billion acive users
  • Instagram – 700 million active users
  • Tumblr – 368 million active users
  • Twitter – 328 million active users
  • Snapchat – 255 million active users
  • Pinterest – 200 million active users
  • LinkedIn – 106 million active users

(Data from Statistica, September 2017)

What else do you need to know about social media when you’re considering your 2018 social media marketing strategy? The following review will get you started:

Facebook logoFacebook

  • Facebook was the first social network to surpass 1 billion registered accounts and currently sits at 2.06 billion monthly active users (Statistica, 2017).
  • An average of 1.37 billion people log onto Facebook daily, a 16 % increase from 2016 (Facebook, 2017).
  • Facebook is used by audiences writing in more than 70 languages (Facebook, 2017).
  • Users access Facebook an average of 8 times per day (SmartInsights, 2017).
  • 32% of Facebook users engage with brands regularly (Social Fire Media, 2017).

Top Facebook News Stories of 2017:


  • YouTube now has over 5 billion monthly active users – second only to Facebook (YouTube, 2017).
  • YouTube on mobile alone reaches more 18-34 and 18-49 year-olds than any cable network in the US (YouTube, 2017).
  • More than half of YouTube views come from mobile devices (YouTube, 2017).
  • YouTube is available in 88 countries in 76 languages (YouTube, 2017).

YouTube News Highlights


2017 Instagram News Highlights:


2017 Twitter News Highlights


  • LinkedIn is currently available in 24 languages (LinkedIn, 2017).
  • 40% of users use LinkedIn Daily (LinkedIn, 2017).
  • 44% of Linked users earn more than $75,000 in a year  (LinkedIn, 2017).
  • An average user spends 17 minutes monthly on LinkedIn (LinkedIn, 2017).
  • LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds (Hubspot, 2017).
  • Between 2015-2016, content consumption on LinkedIn increased 21% (Hubspot, 2017).

2017 LinkedIn News Highlights


  • 70 million of Pinterest’s 150 million users are from the US (Pinterest, 2017).
  • 2 million Pinterest users save shopping pins on boards daily (Statista, 2017).
  • Pinterest also has a strong mobile presence, reaching 23 percent of U.S. mobile audiences in 2017 (Statista, 2017).
  • According to a Millward Brown Study, 87 percent of Pinners have purchased something they’ve seen on Pinterest, while 93 percent plan to do so (Hootsuite, 2017).
  • Interestingly, the platform is popular across multiple generational brackets—with millennial, Gen Xers, and Boomers all regularly pinning. But it’s the millennials that favor Pinterest the most with 36 percent of Pinterest users falling between the ages of 18 and 29. In a close second, Gen Xers make-up 34 percent of Pinterest’s audience. Boomers round out the group, accounting for some 18 percent of users (Pew Research Group, 2016).

2017 Pinterest News Highlights:


  • Less than 10% of 50+ year olds use auto-delete apps like Snapchat (Sprout Social, 2017).
  • The average SnapChat user spends 30+ minutes on the platform daily. (Snapchat, 2017).
  • Active Snapchatters open the app 25+ times every day (Snapchat, 2017).
  • The average daily user of Snapchat creates more than 20 messages, or “snaps,” per day (OmnicoreAgency, 2017).

Snapchat News Highlights

A conversation about 2017 social media networks, tools, and trends could easily be endless, but this is an at-a-glance snapshot of where we are.

We’ve been doing annual social media reviews for a few years now (see our 2016, 2015, and 2014 posts), and these networks continues to be essential to a complete marketing strategy.

Are you planning to embrace video in 2018? Or are you integrating chatbots into your accounts or your website Whatever your plan for the future, being on top of social media trends can take you further.

And, of course, if you have any questions, Midlothian Web Solutions is here to help. Contact us today!

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