In the evolving world of social media, keeping up with platform popularity and usage trends is essential for marketers, content creators, and users alike. It has become an integral part of our daily lives, shaping the way we connect, share, and consume information.
A recent Pew Research Center study reveals the current state of social media platform use among US adults, and offers valuable insights into demographic preferences and platform adoption rates.
YouTube Leads The Pack
YouTube continues to dominate as the most widely used social media platform for a diverse audience, with an impressive 83% of US adults tuning into the watch videos. This marks a slight increase from 2021, signaling YouTube’s enduring appeal across various demographic groups. Interestingly, its popularity spans across genders, with both men (82%) and women (83%) nearly equally engaged. Multicultural groups, particularly English-speaking Asian (93%) and Hispanic (86%) adults, show higher adoption rates, highlighting YouTube’s broad reach.
The platform’s appeal is not limited to younger audiences; while 93% of 18-29-year-olds are avid YouTube viewers, the platform also enjoys high engagement rates among 30-49-year-olds (92%) and has seen a significant uptick in usage among those 65 and older, climbing from 38% in 2019 to 60%. Income and education levels also play a role in YouTube’s popularity, with higher rates of adoption among those in the top income bracket and with higher educational attainment.
Facebook’s Steady Presence
Despite fluctuating trends in social media, Facebook maintains a consistent user base, with 68% of survey respondents reporting usage. While its adoption is higher among women (76%) than men (59%), Facebook’s usage trends vary significantly across age groups, showing a decline among younger adults and a rise in usage among those aged 65 and older.
Instagram’s Growing Appeal
Instagram’s user base is on the rise, reaching 47% of adults, up from 40% in 2021. The platform’s visual nature and dynamic content seem to resonate more with women (54%), Hispanic (58%), and Asian adults (57%), suggesting its particular appeal among these groups. Younger adults (18-29) remain the most engaged, with a significant 78% using Instagram, pointing to its stronghold among the youth.
Pinterest’s Unique Demographic Skew
Pinterest, known for its inspiration-driven content, shows a unique demographic pattern, with significantly higher usage among women (50%) than men (19%). It also stands out for its slightly higher adoption rate among rural adults (36%) compared to urban counterparts (31%), suggesting its appeal across different living environments.
TikTok’s Rapid Rise
TikTok has seen explosive growth, with 33% of US adults using the platform, up from 21% in 2021. The app’s engaging content format appears to be particularly popular among women (40%), Hispanic (49%), and Black (39%) adults. Its highest usage among the youngest adults (18-29) at 62% underscores TikTok’s role as a key player in shaping social media trends.
LinkedIn and WhatsApp: Platforms for Professional and Personal Connections
LinkedIn and WhatsApp each cater to specific needs, with LinkedIn maintaining a steady 30% usage among adults, predominantly among higher-income and educated demographics. WhatsApp, on the other hand, has seen growth to 29% of adults, with notable popularity among Hispanic adults (54%), illustrating its importance in keeping personal and professional networks connected.
Other Platforms and Trends
Snapchat and Twitter/X maintain steady but distinct user bases, with Snapchat being more popular among younger users and Twitter/X showing broader use among higher-income and more educated adults.
Reddit’s popularity continues to rise, especially among men and the 18-29 age group, reflecting broader trends in social media where platforms cater to specific interests and demographics.
BeReal, while newer to the scene, shows potential for growth, particularly among younger adults and women, though its overall adoption remains low.
Implications for Marketers and Content Creators
Understanding these trends is crucial for anyone looking to engage with audiences effectively on social media. The data highlights the importance of tailoring content and strategies to specific platforms and demographic groups to maximize reach and impact. As social media continues to evolve, staying informed about these trends will be key to navigating the digital landscape successfully.
About the Data: The results are based on a May-September 2023 survey of 5,733 US adults (18+).
For help with your social media marketing, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.
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