Are individuals nonetheless utilizing Fb? Is BeReal the following huge factor? And is TikTok nonetheless only for Gen Z?
In the event you’re searching for solutions to these questions, we’ve obtained ‘em.
We requested 600+ U.S. adults concerning the social media platforms they use in Could 2022 and once more in January 2023 to search out out which apps are rising and that are slowing down. Right here’s what we discovered:
Social Media Utilization in 2022 vs. 2023
Whereas 84% of US adults unsurprisingly use social media, the place are they going after they use it?
Listed below are a number of quick information concerning the prime platforms US customers use in 2023, protecting in thoughts that this checklist is likely to be totally different in different international locations.
- Fb (69%), YouTube (57%), Instagram (45%), TikTok (33%), and Twitter (30%) are the preferred social media apps.
- BeReal (313%), Twitch (29%), LinkedIn (20%), and TikTok (16%) noticed essentially the most development since final Could.
- Reddit (-11%), Pinterest (-9%), and YouTube (-4%) are the one platforms that noticed a decline in utilization.
- Whereas Fb is the preferred social media platform for individuals over the age of 25, Instagram, TikTok, and YouTube are the preferred amongst ages 18-24.
With that, let’s take a deeper dive into the fastest-growing platforms.
The Quickest Rising Social Media Platforms
BeReal has seen 313% development in utilization from customers we polled, which was probably fueled by hype. However — as we marvel with all rising social media platforms — will it final?
The younger platform, which gives users one opportunity to post a picture of themselves wherever they’re with no filter throughout a number of timeslots — designated by the app every day, went from being utilized by roughly 0.7% of the inhabitants to 2.8%, rising the a lot of the social platforms we analyzed. However, the true story is how it’s taken off with Gen Z. Utilization from simply this age group jumped from 1% to 13% (a whopping 1,200% enhance).
BeReal does profit from being the latest social platform we requested about in these surveys, so it had essentially the most room to develop. However, with different competitors trying to copy its platform, it dangers being one other fashionable social media platform that will get forgotten or misplaced within the shuffle.
Attributable to BeReal’s format, it additionally won’t be essentially the most welcoming channel or neighborhood for manufacturers, as individuals be a part of to see the “actual” variations of their buddies and intention to make use of the platform to amplify authenticity and human connection.
Whether or not you are watching Keke Palmer start a family with The Sims, or enthralled by somebody’s stay protection of a cool occasion, it is clear that streamed content material is right here to remain. And whereas social platforms like Fb, Instagram, and TikTok have enabled and examined stay options, Twitch nonetheless reigns supreme because the place to go for long-form stay video.
Whereas it won’t seem to be an apparent social platform as many individuals go there to view movies relatively than report or work together in them, it is nonetheless persevering with to compete with different social channels which have launched their very own live-video copycats.
Since our first survey, Twitch utilization grew by 29%, due to Gen Z and Boomers with the share of complete customers utilizing it rising from roughly 7% to 9%.
Gen Z drove this enhance, with their Twitch utilization leaping from 13% to 17%.
Boomers are additionally getting in on the motion. In Could 2022 simply 0.3% used the platform whereas nearer to three% use it at the moment. Whereas this looks as if a small share, it nonetheless may equate to 1000’s of further customers.
Between Could and January LinkedIn grew 20% amongst customers we surveyed, boosted by Boomers. Nonetheless, the platform is beginning to see declines with different age teams.
Whereas LinkedIn utilization declined mildly for each different era, LinkedIn utilization amongst Boomers grew from 11% to twenty%, an 85% enhance.
All-in-all, we’re not too nervous concerning the slight declines as LinkedIn continues to be a mixture of social media and utility that job hunters and recruiters will want, and use to buffer their portfolios, for years to return.
So, for those who’re a marketer who leverages the platform, whereas it is essential to maintain demographic shifts in thoughts — you probably need not pivot your technique there simply but.
Take a look at the video beneath for some recommendations on get began or enhance in your present LinkedIn technique:
Regardless of TikTok’s ongoing regulatory concerns, individuals who beloved the platform again in Could appear to be sticking round, whereas others are starting to expertise the channel for the very first time.
Between Could and January, TikTok utilization amongst our surveyed customers grew by 16%. Utilization additionally grew throughout all generations — particularly with Boomers.
When wanting on the generational enhance, the variety of Boomers who’d used TikTok grew by 164%, exhibiting once more that they are catching on to many viral Gen Z developments and apps.
From our analysis, we estimate that one in three American adults now use TikTok.
In the event you aren’t on TikTok but, it’s best to hold it in your radar and take a while to contemplate if the app is sensible on your model. Simply remember that it should require some video-related time and assets, in addition to user-research into all of the developments happening there, to construct a profitable technique. You possibly can be taught extra about TikTok marketing here.
Regardless of fluctuations in management, Elon Musk’s controversial takeover, and office-wide adjustments on the firm, Twitter’s social media platform continues to be holding a powerful person base and grew 7% amongst our client viewers.
Whereas our pattern exhibits that Twitter pulled in roughly 12% extra Gen X customers and 27% extra boomers, this needs to be taken with a grain of salt as 9% fewer members of Gen Z survey-takers stated they use Twitter in January in comparison with Could.
Whereas it is nonetheless onerous to foretell how Twitter will proceed to develop and carry out, particularly for entrepreneurs, sooner or later — here’s a helpful guide on construct and retain audiences and followers that would drive ROI on your model.
It is no shocker that Instagram is likely one of the favorites amongst a number of generations. Between Could and January, utilization by customers we surveyed grew 6%. Whereas the channel continues to win over Gen Z and acquire consideration from Boomers, it is likely to be shedding a few of its Millennial viewers. Under are just some quick information.
- Round 45% of U.S. adults use Instagram, up 6% from final Could.
- Instagram grew 11% with Gen Z and 53% amongst Boomers (from 18% to 27%).
- Millennial utilization of Instagram went from 65% to 54%, a 17% drop.
Now that we’ve lined among the fastest-growing social media platforms, listed here are those slowing down in 2023.
Which Platforms are Shedding Steam?
Whereas lots of the massive platforms that noticed slowed development from our client pool aren’t going anyplace, the info hints to some client shits entrepreneurs would possibly wish to learn about or carry on their radar.
Click here to learn why Reddit, Pinterest, and YouTube might be losing steam in comparison with their competitors.
Extra Social Media Insights
Need extra social media insights? Take a look at these useful assets:
Want to obtain a report with all the pieces it’s good to know? Take a look at our Social Media Tendencies Report free of charge beneath.