Which Social Media Channels are Gaining and Shedding Steam? [New Consumer and Platform Data]

Today, it looks like everyone seems to be on social media. However make no mistake, not everyone seems to be on each channel.

As entrepreneurs, it is vital to know your viewers’s favourite social channels. As an illustration, for those who’re promoting retirement houses, it is protected to forgo Snapchat, the place solely 3.7% of customers are over 50.

HubSpot surveyed over 1,000 shoppers throughout the U.S to search out out which social media channels are gaining steam — and that are falling behind. Learn on to find which platforms are hottest with shoppers in 2022.

Social Media Channels Gaining Steam in 2022

Fb

Fb presently attracts 2.89 billion month-to-month customers, greater than some other social platform. A excessive focus of its viewers belongs to Millennials, Gen X-ers, and Child Boomers.

Within the final three months, a whopping 91% of Child Boomers, 88% of Millennials, and 83% of Gen X-ers have visited Fb.

On prime of that, Gen X and Child Boomers rank Fb as their favourite social media app and their most visited app. If you happen to’re trying to goal older demographics with social media advertising, Fb is your finest wager.

That mentioned, engagement drops considerably for Gen Z audiences. Simply 12% of Gen Z-ers say they use Fb greater than some other platform, and solely 55% have visited Fb previously three months.

TikTok

TikTok is named the platform for Gen Z — and the info confirms it. In reality, over half of Gen Z shoppers are on TikTok. Plus, Gen Z-ers say TikTok is the platform they use most, pulling forward of Instagram, Snapchat, and YouTube.

It does not cease there: TikTok can be choosing up steam with different demographics. 36% of TikTok customers in 2021 had been between 35 and 54 years outdated, a ten% enhance from the 12 months earlier than. That mentioned, utilization amongst Child Boomers remains to be low, with solely 7% visiting the app within the final three months.

It is also price mentioning that TikTok has the best engagement charge out of some other social platform, averaging 10.85 minutes per session. In brief, TikTok’s snackable content material is addictive for quite a lot of age teams.

YouTube

YouTube has a consumer base of 2 billion+ individuals and receives over 34 billion month-to-month visits, in line with information we pulled from SimilarWeb.

YouTube is fashionable with Gen Z, Millennial, and Gen X audiences, virtually in equal measure. Within the final three months, 83% of Millennials have visited YouTube, adopted by 81% of Gen Z, and 79% of Gen X. For Child Boomers, YouTube is their second favourite social media app, simply behind Fb.

YouTube can be a prime favourite amongst video entrepreneurs. In reality, greater than 1 / 4 of video entrepreneurs plan to put money into YouTube than some other platform in 2022, in line with HubSpot’s Video Advertising Report. As well as, video entrepreneurs ranked YouTube because the second-best platform for ROI.

Instagram

In accordance with SimilarWeb, the Instagram app has over 78 million month-to-month lively customers, making it probably the most fashionable apps at this time.

Though Gen Z visits TikTok essentially the most, they rank Instagram as their favourite social media app — as do Millennials.

Instagram can be holding regular with older audiences. Within the final three months, 55% of Gen X-ers have visited Instagram, adopted by greater than 1 / 4 (27%) of Child Boomers. Nonetheless, for those who’re trying to goal these audiences particularly, Fb or YouTube could possibly be a greater possibility.

On the advertising aspect, greater than half of video entrepreneurs rank Instagram as the very best platform for ROI, engagement, and lead technology. If you happen to’re trying to dive extra into video advertising, Instagram is a beautiful possibility.

Social Media Channels Shedding Steam in 2022

Tumblr

After quite a few acquisitions and near-revivals, Tumblr has but to recreate its early- to mid-2000s recognition. In accordance with our report, Tumblr is hottest with Millennials, however solely 11% have visited the platform previously three months.

Surprisingly, Gen Z has visited Tumblr at almost the identical charge (10%). In reality, a report by Quartz discovered that 61% of latest Tumblr customers in 2022 had been below the age of 24. This begs an vital query: is one other revival across the nook?

Whereas it is nonetheless too early to name, we advocate specializing in platforms that pull stronger numbers for the viewers you wish to goal.

Twitch

Though Twitch is prime canine within the live-streaming area, all main streaming platforms — together with Twitch, Fb Gaming, and YouTube Dwell — are seeing a drop in whole hours watched this 12 months.

Within the final three months, solely 15% of Millennials have visited Twitch, adopted by 13% of Gen Z, and 11% of Gen X.

Decreased viewership is not the one concern for Twitch — individuals are additionally streaming much less. 12 months-over-year, hours streamed on the platform declined 16% from 2021 to 2022.

In accordance with HubSpot’s Video Advertising Report, video entrepreneurs report low engagement and ROI on the platform, and solely 10% of entrepreneurs plan to leverage Twitch for the primary time in 2022.

Again to You

One query stays: what channels are finest to your social media advertising? Do you have to persist with mature platforms, like Fb and YouTube, or check the waters with new platforms, like TikTok?

Finally, your resolution ought to hinge on one essential issue: your audience. Placing your viewers on the middle of your social media technique means prioritizing the platforms that can attain them most successfully.

And keep in mind, social media advertising is all about experimenting. There isn’t any must commit to 1 platform for the remainder of time — the truth is, it could be helpful to run aspect experiments on totally different platforms to see what outcomes you get.