November,17th 2017

Part One: Cross-Promoting Content on Social Media

By Erick Schwab, COO and Co-Founder at SYLO

Recently, I gave a presentation at the Buffer Festival in Toronto title “Audience Engagement: Driving Content Back and Forth on Social Media” during the event’s industry day for brands. Our four-part blog series, based off of SYLO’s research study that was featured in the presentation, will address these main themes:

  1. Stats you need to know.
  2. Overview of the findings from the research study that SYLO conducted.
  3. Strategies for storytelling and cross-promoting influencer content on social media.
  4. How you can create a comprehensive cross-promotion influencer marketing strategy.

This first post in the series is filled with stats and insights into the digital, social media, content marketing, and influencer marketing landscapes.


As reported by Mashable, We Are Social and Hootsuite compiled a Global Digital Snapshot earlier this year to give the world a view into the world of internet and all things digital. Here are some findings that we found particularly interesting:

  • The total global population is 7.524 billion people
  • The total number of internet users is 3.819 billion people
  • The total number active social media users is 3.028 billion people

Social Media

The We Are Social/Hootsuite Global Digital Snapshot then dove into how many users each platform is attracting, including:

  • Facebook – 2.047 billion users
  • YouTube – 1.5 billion users
  • Instagram – 700 million users
  • Twitter – 328 million users
  • Snapchat – 255 million users
  • Pinterest – 175 million users
  • LinkedIn – 106 million users

Content Marketing and Influencer Marketing

As covered by MediaPost, PQ Media’s annual Global Content Marketing Forecast 2017 report found that global content marketing revenues are seeing 14% growth year-over-year, with 2016 coming out at $28.1 billion, and pacing at 14% for 2017.

PQ Media’s report also found that content marketing in the U.S.A. surpassed $12 billion in 2016, accounting for 44% of the global market share.

Diving down deeper into the influencer marketing space, IZEA’s 2017 State of the Creator Economy study found that 69% of U.S. marketers have allocated budget for influencer marketing.

What To Do With This Data

These statistics show that more and more budget is being allocated to content marketing, storytelling, and influencer marketing strategies that appeal to the vast audiences across the various social media platforms.

But how do you know which platforms to post on? Should you post on more than one platform? How can you create a content strategy that appeals to these various audiences?

Our next blog post in the series dives into the findings from SYLO’s research study which yielded best practices for storytelling and cross-promotion. Check out to learn more about 3rd-party standardized measurement for influencer marketing!

More posts from this series:

  1. You’re reading it!
  2. Part Two: Social Influencer Cross-Promotion Study
  3. Part Three: Storytelling Insights You Need to Know
  4. Part Four: Three Tips for Social Influencer Cross-Promotions

Image source: Pixabay


Recent Posts

The Different Types of Social Media Influencers and How Can Brands Use Them
Micro vs. Macro influencers – How To Tell Which One is Right for You?
Find Out How Much Instagrammers Can Earn in Just 1 Post
Here are the Top 3 Keys You Need to Know to Avoid Ad Spend Waste in Influencer Marketing
Fake Followers Aren’t the Only Problem with Influencer Marketing, but Sylo is Helping – Here’s How:


Sign up for our newsletter