×
We are FIBER.

We are a digital marketing agency, we are Canberra locals, and we are based in Canberra. But, most importantly, we are an odd-ball group of online marketers, designers, and developers who are impetuously impassioned about finding your digital personality.

02 6260 3435
Facebook Instagram Linkedin Behance

category: Social Media

The Importance of a Comprehensive Digital Marketing Strategy for Modern Businesses

The Importance of a Comprehensive Digital Marketing Strategy for Modern Businesses

How do modern businesses stay relevant in these challenging times? If you look at it, a lot is happening—and changing—across industries, and if you don’t adapt to it, you’ll surely end up being left behind.

It’s rather exhausting, really. You have to keep up with the trends and keep on your toes with the evolving needs and interests of your customers, which could sometimes require you to let go of old practices and embrace uncertainties.

However, the trade secret among the world’s leading companies is actually simple: a comprehensive digital marketing strategy. They have successfully thrived up until the present because of how they innovated, embraced technology, and shifted business models to focus on customer needs. 

Yes, the key here is innovation and being adaptive to change, and a well-crafted digital marketing strategy can get your modern business going. But the question is: how?

First, Let’s Define What a Digital Marketing Strategy is

You’ve already started posting on social media, sent emails, built your website, and probably run ads to increase the reach of your business. All these efforts actually comprise digital marketing—or the use of the internet and digital technologies to promote products and services. 

While fun and engaging at first, the longer you do these practices, the more you’ll realise how draining they can get. Worse, you might not get your expected ROI for the time, money, and effort you’ve invested. Hence, the need for a long-term, high-level plan specifically designed and aligned with your business goals: a comprehensive digital marketing strategy.

By looking at your business goals at a macro level, you can:

  • Clearly define your SMART business objectives
  • Identify and understand the behaviour of your target market
  • Establish a solid framework for your marketing strategies
  • Evaluate the current state of the business and its position in the market

By strategically implementing this layered approach, growing your business wouldn’t feel as exhausting, as you can direct your energy and resources to the right areas.

The Components of a Comprehensive Digital Marketing Strategy

There’s more to digital marketing than just simply posting product photos, creating reels, and sending cold emails to potential customers. That’s just one part of it. To be able to establish a solid framework for your marketing strategy, you have to get to know your target audience, learn how to generate leads, drive traffic to your e-commerce shop, and, of course, convert prospects into customers.

To do that, you have to be familiar with the components that make up a comprehensive digital marketing strategy, which includes:

1. Comprehensive Cybersecurity Coverage.

You might be wondering what cybersecurity has to do with digital marketing. Well, a lot. With cyberattacks becoming more sophisticated than ever, even digital marketers are now being targeted because of the sensitive data they handle.

So, before you go focusing on campaigns, click-throughs, and conversion rates, it is essential to:

    • Protect your website by enforcing multi-factor authentication
    • Strengthen social media platform access
    • Apply spam filters and protect email accounts from phishing

With 88% of data breaches often caused by carelessness or lack of security awareness, it is important that you incorporate cybersecurity measures in your digital marketing workflows, such as using a VPN. This ensures that you are kept safe when browsing through social media and that your IP address is always protected.

Also, do note that not all VPNs are created equal. Hence, it is important that you read reviews, such as this NordVPN review by Cybernews experts that gives you a comprehensive overview of its features—helping you determine how well it aligns with your digital marketing team’s needs.

2. Search Engine Optimisation (SEO)

Hopefully, this is not the first time you’ve heard of SEO, and that you have been doing your marketing strategies in accordance with the best online practices. Search engine optimisation is very important for modern businesses because this is one way of making your business visible to customers, so that when they type something in the search bar, it’s your products and services that will appear at the top of the results. 

SEO comprises a wide range of strategies that can help you increase your organic reach through:

    • on-page optimisation
    • off-page activities
    • keyword research
    • image optimisation
    • internal and outbound links

3. Content Marketing

Not because it’s trending, you are already compelled to jump onto the bandwagon. To make your digital marketing effective, you have to carefully evaluate what content aligns with your goals and values as a business. In fact, aside from engagement metrics, social media platforms are now keenly looking into the quality of engagement and content made.

Hence, to attract the right audience, make sure that the content you create is engaging and aligned with your brand. Apart from product photos and videos, you can also make:

    • infographics
    • blog posts
    • reports and guides
    • newsletters

4. Social Media Marketing (SMM)

Probably one of the most effectively used digital marketing strategies among businesses is social media marketing. The advent of mobile devices has made it possible to bring products and services into the palm of the customer. Here you can create engaging content, run ads, and make influencer partnerships to further amplify your brand.

From Facebook to Instagram, TikTok, YouTube, and even LinkedIn, SMM can help your business:

    • Reach a wider audience
    • Build a strong identity
    • Convert viewers to customers
    • Engage with people and drive traffic to your website
    • Monitor trends
    • Target ads to specific demographics

5. Pay Per Click (PPC)

Another component that can lift your business reach is placing ads on search engines or across platforms, for a fee. This is a more precise targeting strategy to connect with customers who are actively searching for specific products or related services, where your business might be recommended. This paid strategy is usually available in:

    • Google Ads
    • Meta Ads Manager
    • LinkedIn sponsored content
    • Bing Ads
    • Gmail Ads
    • Pinterest Ads

6. Email Marketing

While it seems old-school, email marketing still cuts it because it is a direct contact with the customer. It’s an essential digital tool that you have to capitalise on because you can use it to:

    • Promote discounts, events, competitions, and new products and services
    • Build loyalty among patrons and engage community members
    • Reach target demographics

Comprehensive Digital Marketing Strategy: In a Nutshell

Modern times need modern business strategies. And to thrive in this dynamic landscape, it is important that you tap into available resources online or partner with an experienced digital marketing agency, like FIBER, to make a comprehensive digital marketing strategy—one that can help you:

  • Realise your vision
  • Understand your goals
  • Cater to your business preference
  • develop content strategies
  • scale with you as the business grows

The most effective digital marketing strategy is the one that works. And it will only work if you acknowledge the importance of a comprehensive digital marketing strategy for your business.

It’s time to establish the status of your business online. In 2025, are you ready to innovate and adapt? 

 

 

Boost Your Property Business With 7 Marketing Tips

7 Great Real Estate Marketing Tips to Market Your Property Business

So, you have a great property business, and now you’re looking to take it to the next level through having more customers and leads to make it self-sustaining. But, there’s only one problem, how do you get more eyeballs on your listings? Perhaps you’ve already started working on marketing your business but are looking for some new tips and tricks to boost your efforts. Luckily, this article has 7 great ideas to market your property business and get more people to check out your listings.

1. Create an email marketing campaign

Email marketing might seem a little outdated in today’s social media-obsessed world, but it remains a critical component of any business’s marketing strategy. When done effectively, email marketing can be an effective and affordable way to expand your customer base. The first step to successfully marketing your listings with email is determining who you want to reach and why. Are you trying to attract more customers, or are you trying to increase the number of leads coming into your business? Next, you’ll need to decide on a specific message you’ll send out in your emails.

‍The most effective email marketing campaigns incorporate content written specifically for the reader’s needs and interests—personalising your emails is a prerequisite for successful marketing campaigns. Today’s attention-limited users are unlikely to engage with content that isn’t tailored to their interests. Modern email providers incorporate AI-powered automation tools to ensure users receive the most relevant information based on user behaviour.

2. Host a pop-up event

If you have a great location or a ton of must-see listings to showcase, why not host a pop-up event? Essentially, this is an event where you set up a few of your listings around a popular location and invite people to come and check them out while they’re there. This can be a very effective way to increase your overall traffic. Hosting a pop-up event can also be a great way to promote a particular listing — for example, you might host a pop-up event around a particular listing that you think is especially strong.

‍Pop-up events are great marketing tool, and these are just a few of the reasons why:

  • Boosting awareness: Showcasing your best listings will get people interested in your business, so use it as an opportunity to boost brand recognition and create a buzz around your name. Pop-up events are a great way of standing out in a crowded market!
  • One-on-one interaction: By hosting a physical event, you get the opportunity to interact face-to-face with leads and prospective buyers, which is a great way to build up a rapport and gain the trust of a potential customer.
  • Experimenting in new markets: A pop-up event is an ideal way of “testing the water” if you’re looking to expand your property portfolio into a new location; you can gauge the market, get a feel for demand and get real-time feedback from potential buyers in the area.

3. Write blog posts

Blogs are a writer’s dream come true: you get to write about your passion and put your heart into it. But blogs also have another advantage over other types of online content – they get a far wider distribution than other online articles. This means you can have a blog post about real estate and have it seen by tons of interested people on social media and other websites. Furthermore, it’s important to remember that blogging is an excellent way to build a reputation for yourself as well as generate leads for your business.

‍Another huge benefit of blogging is its potential to enhance your SEO strategy. By creating relevant, engaging content that includes important industry-related keywords and links to other useful pages on your property website, search engines like Google and Bing will rank your content higher, meaning it’ll be easier to generate leads through organic traffic.

4. Install a chat bot

Familiar with chat bots? You may not think so, but chances are you’ve come across them more often than you think. Essentially, this technology (such as the chatbot by crisp.chat) leverages a branch of artificial intelligence called natural language processing (NLP) to interpret, understand and respond to requests made by a human user, to mimic a human-to-human interaction, except it’s between a human and a machine.

‍Adding a chat bot to your property website is an effective marketing tool, and one which could give you an advantage over competitors. Here are just a few benefits of using a chat bot in your property business:

  • Improving lead generation: AI is evolving to the point where it’s becoming an integral part of any marketing strategy, and chat bots leverage this by using smart insights to deliver personalised experiences. This can help generate more meaningful leads, as by asking relevant questions a chatbot can direct prospects to the appropriate sales team for immediate conversion.
  • Enhancing customer engagement: A chat bot can deliver instant, real-time responses to a range of customer needs, meaning you’re more likely to keep them engaged and interested for longer. By analysing data about user behaviour, a chat bot can also ensure it provides relevant responses and recommendations.
  • Having 24/7 availability: A human customer support team can only be on call for so many hours of the day, meaning leads might be left waiting several hours for a response if they’ve submitted a query out-of-hours; with a chat bot, however, you’ll never miss a potential lead due to delays in responding, since they can answer most queries instantly, 24/7.

5. Use paid advertising

Understanding SEO is paramount, but if you’re looking to boost your online presence you can rarely rely on organic traffic alone. To get ahead of the competition, it’s often necessary to combine paid advertising with your SEO efforts. Paid ads (often referred to as pay-per-click or PPC) can be a great way to get your name out there. This could mean buying an advert on a well-trafficked social media platform or website, a popular article-sharing website, or often a highly-ranked search engine such as Google.

Getting your ad to appear at the top of Google’s search results won’t be completely straightforward (and rarely does it come without significant investment) but with the right targeting and well-planned campaigns, it’s actually pretty easy to launch your first paid ads through a tool like Google Ads. Staying there can be trickier, though, as competitors tussle for the top spot by trying to outsmart and outbid one another.

6. Create a video marketing campaign

It’s been said that online videos have a potential audience reach of 92% among the worldwide internet community. If you’re not already taking advantage of this mammoth opportunity to boost awareness of your listings and create more user engagement, you should start doing so right away. If you have great listings, why not produce a video and post it on YouTube, or even embed it on your own website? This can be a great way to generate more interest in your listings and bring more people along for your listing tours.

Remember, internet users are known to have limited attention spans, so you’ll want to keep your video content snappy and to-the-point, otherwise you’ll risk losing their interest. Keep them visually engaging, informative without overloading anyone with information, and ideally no more than a minute in length.

7. Use social media advertising

Finally, you’ll want to make sure that you’re leveraging social media. This is one of the best ways to boost your online presence and bring in new clients. You can leverage social media for paid advertising by posting regular content to your social media channels. This can be content that encourages people to check out your listings, leave reviews, or share your listings with others on social media. You can also engage in social media discussions about your listings or ask for recommendations on which properties to show next.

‍When it comes to your social media output, be sure to keep your ears and eyes open to new and emerging trends, and tailor your content accordingly. That way, you’ll have the best chance of capturing the attention of social media users by ensuring your content is always fresh, relevant and reflective of up-to-the-minute trends within the property market.

‍
Bottom line

With all of these great marketing tips, you can see how important it is to improve your marketing strategy. If you want to grow your property business, generate more leads and attract more serious buyers, you need to make sure that your marketing efforts are top-notch. There are lots of ways to boost your marketing and get more people checking out your listings. You just need to put in the work and be strategic in how you approach it.

Social Media Statistics (Worldwide + Australia) 2021

When developing your 2022 strategy, especially for social marketers, the most crucial decision regarding choosing the right digital channel is that it has clear goals. What do you want to achieve with your social media strategy? Lead generation? Brand awareness? Increased ROI? Know this, and you’ll understand your best digital path with ease.

Reflecting on 2021, we know it presented us, internet users, with many trials and tribulations. This is particularly pertinent in the world of social media. To name a few occurrences, Facebook changed its parent company’s corporate name to Meta; Instagram launched more available post types, and TikTok had a massive growth on the popularity ladder.

From the combined efforts of FIBER and the digital community, we have collated the social media statistics from Facebook, Instagram, Pinterest, Twitter, LinkedIn and TikTok to deliver 2021’s most propitious social media stats to draw your 2022 marketing strategies.

Facebook Statistics

©Office Snapshots: Facebook Menlo Park Headquarters

Demographics

  • Facebook has 2.91 billion monthly active users in global and around 19.57 million are from Australia accounting for 74.7% of its entire population.
  • 43.4% of Facebook’s global users are female and 56.6% are male.
  • 54.7% of Facebook’s Australian users are female and 45.3% are male.
  • 24.6% of Facebook’s Australian users are aged between 25-34 age which is the largest share.
  • 75% of high-income earners use Facebook.

‍Usage

  • 98.5% of users access Facebook from mobile devices.
  • 16.7% of users access Facebook from laptops and/or desktops.
  • Facebook is the third most-visited social media platform globally.
  • Facebook is the world’s third most downloaded app globally.
  • Facebook is the most downloaded social media app in Australia amounting to over 28 million, followed by Instagram, Pinterest, and Google.
  • Facebook has 11.2 billion total visits, 1.5 billion unique visitors, and an average visit time of 21 minutes 52 seconds.
  • Facebook has 1.93 billion daily active users.
  • Australian Facebook users spend an average time of around 18 minutes and 40 seconds on the platform every day.

‍Engagement

  • Status posts have the highest engagement rate (around 0.1%) in Australia while link posts have the lowest engagement rate.
  • Around 9 million (50%) Australian Facebook users watch In-stream video ads every month.
  • 85% of videos watched on Facebook are on mute.
  • Facebook videos with captions increase the watch time by 12%.
  • Facebook live videos gain up to 6X more interactions over regular video posts.
  • Facebook engagement increases by 18% on Thursdays and Fridays.

‍Businesses

  • 30% of businesses use Facebook to interact with their customers.
  • 44% of users acknowledge that Facebook affects their shopping decision.
  • 15% of Facebook users shop on Facebook.
  • 62% of users say they are more interested in a brand after watching stories.
  • 84% of video marketers use Facebook to promote their videos.
  • 96% of B2C marketers and 91% of B2B marketers have Facebook accounts.

‍Ads

  • ‍93% of marketers use Facebook ads.
  • Facebook ads can reach to 2.28 billion people globally.
  • On an average Facebook user clicks on 8 ads per month.
  • Audiences between 18-24 years old spend 75% of their time watching video ads on Facebook.
  • 43.5% of Facebook ad audiences are women, and 56.5% are men.
  • Adding a CTA button increases the conversion rate by 2.85X.
  • A CTA in the middle of the video has a higher conversion rate of 16.95%.
  • The prices of cost-per-clicks are the highest on Fridays and the lowest on Sundays.
  • The average cost-per-click on Facebook is $1.86.
  • Video ads cost 10% of carousel or single-image ads.

‍Top Brands

  • Samsung’s Facebook page is the most popular, with 161 million likes.
  • CGTN’s Facebook page has 117 million likes.
  • Real Madrid CF’s Facebook page has over 111 million likes.
  • Coca-Cola’s Facebook page has 109 million likes.
  • China Daily’s Facebook page has 103 million likes.

Instagram Statistics

©Dezeen: Instagram Manhattan Office

Demographics

  • Instagram has over 2 billion monthly active users globally and around 11.04 million are from Australia.
  • ​​17.6% of the world population uses Instagram.
  • 57.3% of Instagram’s Australian users are female and 42.7% are male.
  • 29.5% of Instagram’s Australian users are 25-34 years old which is the largest share.
  • 56.9% of Instagram Australian users are female and 43.1% are male.
  • Instagram is Gen Z’s favourite social media platform.

‍Usage

  • Instagram’s global users spend around 29 minutes on the platform every day.
  • Instagram’s Australian users spend 9 minutes 3 seconds on Instagram every day on average.
  • 1.9 billion users log into Instagram daily and 38% of them log into the platform multiple times.
  • Around 90% of users watch videos on Instagram every week.
  • 500 million users watch Instagram stories every day.
  • 40% of Instagram users post stories every day.
  • More than 100 million photos are uploaded to Instagram every day.
  • Photo posts are the most shared content on Instagram.
  • 99.99% of Instagram users have accounts on other social media platforms.

‍Top Instagrammers

  • Cristiano Ronaldo with 407 million followers.
  • Kylie Jenner with 314 million followers.
  • Lionel Messi with 309 million followers.

Engagement

  • The average engagement rate for all Instagram posts types is 0.27%.
  • Carousel posts have the highest average engagement rate (1.08%), followed by photo posts (0.81%) and video posts (0.61%).
  • Business accounts with fewer followers have a higher average engagement rate of 1.11%.
  • There are 4.2 billion Instagram likes per day.
  • Each Instagram post gets 1261 likes on average.
  • Instagram video posts receive 21.2% higher engagement than photo posts.
  • Instagram posts with longer captions gain better engagement.
  • Instagram posts gain higher better engagement on weekdays, especially on Wednesdays and Thursdays.
  • Instagram posts have 10.7 hashtags on average.
  • Instagram posts with hashtags receive 12.6% more engagement on average.
  • Instagram posts with a location receive 79% more engagement.

‍Businesses

  • 90% of Instagrammers follow at least one business.
  • Business accounts followers increase by 1.46% each month on average.
  • More than 25 million businesses use Instagram to promote their services and products.
  • 44% of businesses use stories to promote their products and services.
  • Instagram business accounts post 1 post each day on average.
  • Around 66.6% of users say Instagram enables interaction with brands.
  • 81% of Instagram users discover new products and services on Instagram.
  • 73% of marketers are in favour of running influencer marketing on Instagram.
  • Around 500,000 active influencers are on Instagram.
  • Over half (54%) of all influencers on Instagram are nano-influencers, followed by micro-influencers (33%).
  • 77% of marketers say micro-influencers are their ideal influencers and 64% of them would like to work with macro-influencers.
  • Nano-influencers’ Instagram posts have the highest engagement rate (5%), followed by micro-influencers (1.7%).

‍Ads

  • 22.7% of Instagram users over 13 years old can be reached by Instagram ads.
  • 32.3% of Instagram ad audiences are 25-34 years old constituting the largest share.
  • 48.4% of Instagram ad audiences are female, while 51.6% are male.
  • 75% of Instagram ad audiences take action on at least one ad.
  • 50% of Instagram ad audiences are more interested in a brand after seeing ads on Instagram.
  • Instagram marketers spend 69% of their budget on Instagram influencer marketing.
  • Collection ads receive 6% more conversions than other types of ads.
  • Video ads receive 3X more engagement than photo ads.

‍Top Brands

  • National Geographic has 199 million followers on Instagram which is the most followed brand.
  • Nike has 189 million followers on Instagram.
  • Real Madrid CF has 107 million followers on Instagram.

Pinterest Statistics

©ArchDaily: Pinterest San Francisco Headquarters

Demographics

  • Pinterest has 442 million global monthly active users and 7 million are from Australia.
  • More than 75% of Pinterest’s global users are female.
  • 37% of Australian mums are on Pinterest.
  • 42% of Australian millennials are on Pinterest.
  • 53% of Australian millennial women are on Pinterest.
  • 32% of Australian millennial men are on Pinterest.
  • 36% of Pinterest’s Australian users have an average of $100k+ household income.

Usage

  • 90% of users use Pinterest on mobile.
  • Over 50% of users use Pinterest while in store.
  • Over 25% of time on Pinterest is spent on shopping which is higher than on any social media platform.
  • More than 5 billion boards are created on Pinterest, which increase by 35%.
  • More than 240 billion pins are saved on Pinterest.
  • Pinterest users watch 1 billion videos daily.
  • Pinterest users type in 8 searches each month on average.
  • 97% of top searches on Pinterest are unbranded.
  • Beauty, with 4.8 million searches, is the most popular category on Pinterest, followed by style/fashion (3.3 million).

‍Engagement

  • Videos uploaded on Pinterest are watched 2X more.
  • 40% of engagement on Pinterest is from related pins.
  • Over 50% of users shop on Pinterest.
  • 89% of Pinterest users get purchase inspiration on the platform.
  • 78% of Pinterest users have positive thoughts when seeing brand content on the platform.
  • 98% of Pinterest users have tried something they found on the platform.
  • 87% of Pinterest users have bought at least one product after seeing related information on Pinterest, and 93% have future purchase plans.

‍Businesses

  • Organic Pinterest shopping pins’ engagement increases by 44%.
  • Pinterest users are 67% more likely to buy when seeing pins that show a product or service in action.
  • 76% of Pinterest users save items to purchase later.
  • 85% of Pinterest users put visuals first when shopping for apparel and furniture.

‍Ads

  • More than 200 million people can be reached by Pinterest ads.
  • 4.65 million Pinterest ad audiences are from Australia.
  • Pinterest ads are 2.3X cheaper per conversion than other social media platforms.
  • Pinterest has a 5X higher return on ad spending than on other social media platforms.
  • 30.4% of Pinterest ad audiences are female aged 25-34 years old.
  • 61% of Pinterest users have purchased because of sponsored pins.
  • 38.8% of Pinterest ad audiences are 25-34 years old which is the largest share.

‍Top Accounts

  • Oh Joy! has 15.2 million followers which is the most followed person on Pinterest.
  • Poppytalk has 10.5 million followers.
  • Tasty has around 10.4 million followers.

Twitter Statistics

©The Washington Post: Twitter San Francisco Headquarters

Demographics

  • Twitter has 330 million monthly active users globally and 5.8 million are from Australia.
  • 38.5% of Twitter users are aged between 25-34 years old.
  • 20.7% of Twitter users are aged between 35-49 years old.
  • 42% of Twitter users are college graduates.
  • 29.6% of Twitter users are female, while 70.4% are male.
  • 83% of the world’s leaders are on Twitter.
  • The largest demographic groups of Twitter active users are from the U.S. (77.8 million), followed by Japan (58.2 million) and India (24.5 million).

‍Usage

  • 46% of all Twitter users log in to the platform at least once per day.
  • Twitter users spend an average of 3 minutes and 39 seconds on the platform.
  • 80% of the active users use Twitter on mobile.
  • More than 500 million tweets are posted per day.
  • 9281 tweets are posted per second on average.
  • 48% of users use Twitter to get news, while 48% of them use it for entertainment, and 34% of them use it to keep in touch with friends and family.
  • An account can send a maximum of 2400 tweets and 1000 messages per day.
  • The total website traffic of Twitter is 3X of the actual active user base.

‍Most followed accounts

  • Barack Obama’s Twitter account has 130.1 million followers.
  • Katy Perry’s Twitter account has 108.7 million followers.
  • Justin Bieber’s Twitter account has 103 million followers.

‍Engagement

  • The lifespan of a tweet is around 20 minutes.
  • Twitter users only tweet once per month on average.
  • A Twitter user has 707 followers on average.
  • 125 million hashtags are used on Twitter each day on average.
  • Tweets with 1-2 hashtags have 21% more engagement, while tweets with more than 2 hashtags have 17% less engagement.
  • Tweets with at least one hashtag have a 55% more chance of being retweeted.
  • Tweets with hashtags will be 100% actively engaged for individuals and 50% for brands.
  • “Face with Tears of Joy” is the most used emoji on Twitter.
  • Tweets with a GIF gain 55% more engagement than those without.
  • Twitter users watch 2 billion videos on the platform each day.

‍Businesses

  • 82% of B2B content marketers use Twitter.
  • 79% of Twitter users follow brands.
  • 79% of marketers have continued leveraging Twitter Spaces.
  • Twitter drives a 40% more ROI than other social media platforms.
  • Businesses are 2.3X more likely to reach KPIs when they launch new products on Twitter.
  • Businesses are 19% greater in customer satisfaction when using Twitter to provide customer services.
  • 92% of businesses tweet more than once a day.
  • 69% of brand followers say they’ve purchased from the brands they followed and 93% of them say they have future plans.

Ads

  • 436 million people can be reached by Twitter ads.
  • Twitter’s global ad engagement increases by 35%.
  • People spend 26% more time viewing ads on Twitter than on other social media platforms.
  • Twitter ads with no hashtag gain 23% more engagement.
  • 29.6% of Twitter ad audiences are female, and 70.4% are male.
  • Males aged 25-34 years old and females aged 18-24 years old constitute the majority of Twitter ad audiences.
  • Twitter’s video completion rate increases by 89%.
  • Around 164 million ads are shown on Twitter each day.

‍Top Brands

  • CNN Breaking News’s Twitter Profile has 61.8 million followers.
  • CNN’s Twitter Profile has 55.7 million followers.
  • The New York Times’s Twitter Profile has 51.2 million followers.
  • Nasa’s Twitter Profile has 50.7 million followers.
  • BBC Breaking News’s Twitter Profile has 48.6 million followers.

LinkedIn Statistics

Demographics

  • More than 800 million people from 200 countries use LinkedIn.
  • 56.6% of LinkedIn users are male and 43.4% of them are female.
  • 40% of millionaires are active Linkedin users.
  • 12.75 million Linkedin users are from Australia accounting for 48.7% of its entire population.
  • 57.3% of LinkedIn‘s Australian users are aged 25-34 constituting the largest share.
  • Over 180 million senior-level influencers use LinkedIn.
  • LinkedIn has 65 million decision-makers and 10 million C-level executives.

‍Usage

  • 57% of users use LinkedIn on mobile.
  • 170k new accounts are created on LinkedIn each day.
  • 55 job applications are submitted per second on LinkedIn.
  • 280 billion feed updates are viewed on LinkedIn.
  • 9 billion feeds are displayed each week.
  • Around 45% of LinkedIn article readers are in upper-level positions (managers, VPs, Directors, C-level).
  • 39% of LinkedIn users never share content.
  • 16% of LinkedIn users post at least once a week.
  • LinkedIn users spend 7 minutes 12 seconds on the platform on average.
  • LinkedIn users visit an average of 6.4 pages on LinkedIn.
  • 39% of LinkedIn users register for LinkedIn premium.

‍Most followed accounts

  • Google has 23.3 million followers.
  • Amazon has 23.2 million followers.
  • Ted Conferences has 22.3 million followers.

Engagement

  • 22.04% of LinkedIn traffic comes from search.
  • 99.63% of LinkedIn search traffic comes from organic search.
  • LinkedIn pages with a complete profile gain 30% more views each week.
  • 45 million people use LinkedIn to search for job information each week.
  • More than 14 million open jobs are posted on LinkedIn Jobs.
  • More than 200 million jobs are submitted on LinkedIn each month.
  • 4 people get hired on LinkedIn in one minute.
  • LinkedIn’s engagement increases by 50% year-over-year.
  • Businesses posting at least once a week gain 2X more engagement on LinkedIn.
  • Businesses that post 20 times per month reach at least 60% of their unique audience.
  • A post with links can get 2X more engagement than a post without a link.
  • A post with images has a 98% higher comment rate than a post without an image.
  • The long-form content with 1700-2100 words can get the most shares on LinkedIn.
  • LinkedIn articles with 8 images and 5, 7 or 9 headlines are most likely to gain the highest engagement.

Businesses

  • 91% of business executives use LinkedIn for professionally related content.
  • More than 57 million businesses are listed on LinkedIn.
  • 46% of social media traffic to business’s website comes from LinkedIn.
  • 45% of marketers have gained customers through LinkedIn.
  • Lead Gen Forms on LinkedIn can increase conversions by 3X.
  • 89% of B2B marketers rely on LinkedIn for lead generation.
  • 62% of B2B marketers generate leads on LinkedIn successfully, over double the next-highest social channel.
  • Around 80% of LinkedIn users are decision-makers in their businesses.
  • 52% of buyers rate LinkedIn as the most influential channel in their research process.
  • InMail has a 300% higher response rate than email and a 10-25% hit rate on LinkedIn.
  • 38% of B2B marketers earn revenue from LinkedIn.
  • 80% of B2B leads from social media are from LinkedIn.
  • 97% of B2B marketers use LinkedIn to help drive their content marketing strategy.
  • 92% of B2B marketers include LinkedIn in their digital marketing mix.
  • An average of 10 pieces of content are considered before making a purchase decision on LinkedIn.

‍Ads

  • 790.4 million people can be reached by LinkedIn ads.
  • LinkedIn’s ad reach increases by 2.9% quarter-on-quarter.
  • 43.4% of LinkedIn ad audiences are female, and 56.6% are male.
  • Sponsored InMail has a 52% open rate on LinkedIn.
  • LinkedIn Message Ads have a 40% conversion rate.
  • 65% of B2B businesses have gain a customer through LinkedIn paid ads.
  • The cost per lead on LinkedIn is 28% lower than on Google AdWords.
  • Lead Gen forms on LinkedIn reduce cost per lead for 90% of B2B marketers.
  • LinkedIn’s “match audience” targeting feature has resulted in a 32% increase in post-click conversions and a 30% increase in click-through rates.
  • 58% of B2B advertisers like the ROI of LinkedIn ads.‍

TikTok Statistics

©Emily Giglio: TikTok Los Angeles Office

TikTok is the new social media sensation. Its users love it for its quirky, hilarious and powerful buzz-generating content. Businesses are leveraging this opportunity and are now creating content for the platform.

‍Demographics

  • TikTok has more than 1 billion monthly active users and 8.2 million are from Australia accounting for 32.2% of its entire population.
  • Around half (47.4%) of global TikTok users are younger than 30 years old.
  • 57.3% of TikTok’s Australian users are 25-34 years old.
  • 56.1% of TikTok users are female, and 43.9% are male.
  • TikTok is the most downloaded app with 3 billion times downloaded worldwide.
  • 20% of TikTok users earn more than US$75,000.

‍Usage

  • TikTok users spend an average of 52 minutes each day on the app.
  • TikTok users aged 4-15 spend an average of 75 minutes each day on the app.
  • A TikTok user opens the app 8 times per day.
  • Over 100 billion videos are watched on TikTok per month on average.
  • 90% of TikTok users use TikTok at least once a day.
  • 87.3% of videos have at least one hashtag.
  • 68% of TikTok users watch videos posted by others and 41% of them upload reactions.
  • 55% of TikTok users upload their own videos and more than 34% of them upload videos on a daily basis.

‍Engagement

  • TikTok is the most engaging social media platform with an 18% of engagement rate.
  • Entertainment is the most viewed content category on TikTok, which has over 1 billion views.
  • 63% of engaged TikTok users like at least one video per month.
  • 54% of engaged TikTok users comment on at least one video per month.
  • A video will gain around 12 engagements for every 100 views.
  • Brands post 3-4 posts each week on average.
  • 80% of the videos with top views have music.

‍Businesses

  • Bytedance, TikTok’s parent company has around US$400 billion value.
  • TikTok’s revenue increases by 60%.
  • TikTok’s In-app purchases increase by 380% in 2020-21.
  • 42% of all TikTok revenue comes from the U.S..
  • TikTok loses around 15 million new users because of the ban.
  • TikTok influencers with 2.5 million followers or more charge around $600-$1000 for each post.
  • Brands are able to create branded AR lenses, filters, and stickers for TikTok users to insert into their video content.

‍Ads

  • Brands pay TikTok’s in-feed ads for US$10 per impression, with a minimum campaign spend of US$6,000.
  • Brands are expected to pay US$50,000 per day for brand acquisitions and are guaranteed 5 million impressions on TikTok.
  • 61% of TikTok users say they are interested in buying brands after seeing ads, and 63% say they are brand conscious.
  • TikTok recommends an additional US$100,000-US$200,000 in ad spend within TikTok to promote a hashtag challenge.
  • Hashtag challenges cost brands more than US$100,000.
  • Brand takeover ads cost anywhere between US$20,000-$200,000 on TikTok.
  • Brands create 3.7% of the content on TikTok.
  • 33% of customers respond better when ads refer to them directly on TikTok.
  • 50% of ads have emotional messages.

‍Top Brand

  • TikTok’s official account has 59.3 million followers.
  • Flighthouse, a digital entertainment brand, has 28.1 million followers.
  • XO Team has 25.3 million followers.
  • Yolo House has a following of 23.3 million followers.
  • PSG has 23.2 million followers.‍

‍We have covered the most popular social networks; however, there are many more channels such as YouTube (16.5 million Australian users), WhatsApp (8 million Australian users), Snapchat (6.4 million Australian users), Tinder. All of which hold many active social media users.

What is more, are the additional channels you can choose to endeavour. If your advertising objective and marketing efforts are to increase brand awareness, you can achieve this through programmatic.

When developing your 2022 strategy, especially for social marketers, the most crucial decision regarding choosing the right digital channel is that it has clear goals. What do you want to achieve with your social media strategy? Lead generation? Brand awareness? Increased ROI? Know this, and you’ll understand your best digital path with ease.

‍

2020 Australian Digital Consumption Trends

In March, Nielsen released a report on digital news consumption from its Digital Content Ratings (DCR) data. We had a look over the data, and these are the key statistics found in the report.

Time spent on news digital sites and apps are up 29% and weekday engagement on news sites nearly doubled.

The Nielson report showed that the changes which occurred in March 2020 meant people sought out new and stimulating information. This group of people also returned to news websites for regular updates. The overall time users spent on news digital sites and apps went up by 29% in March when compared to the same period in February.

Desktop usage growth outpaced smartphone growth.

Additionally, the Nielsen DCR data, also reported that a weekday engagement from 16th – 20th March saw a significant incline in time spent on news websites – nearly doubling when compared to the four prior weeks. And, almost groundbreakingly, desktop usage growth outpaced smartphone growth with desktop time increasing 58% and phone time rising 48%.

People aged between 18 to 29 experienced the most significant shift in consumption behaviour (+93% in comparison to the previous four weeks).

While all age groups have increased, younger people aged between 18-29 experienced the most significant shift in behaviour. The time they spent on news sites nearly doubled for weekdays in March (up 93% vs previous four weeks). The largest volume increase was from people who are aged 30-39 years. Last but not least, older Australians, who typically are big digital news consumers, also experienced an increase in time of 28%. Nielson DCR data expected desktop usage would continue to increase with the increasing amount of people working from home.

Are you thinking about revamping your digital marketing strategy? Internet users are online and engaged – now is the time.

MENU

OFFICE

Canberra
Unit 4, 30 Mawson Place, Mawson, ACT 2607
–
P: 02 6260 3435

E: hello@fiber.com.au

Acknowledgement Of Country

We acknowledge the Traditional Custodians of the ACT, the Ngunnawal people. We acknowledge and respect their continuing culture and the contribution they make to the life of this city and this region.

Partners & panel

©2025 FIBER. All Rights Reserved