What They’re Doing on Every Platform [Data]



Have you ever ever been hypnotized by social media? In line with our latest Consumer Trends survey, customers of it spend a mean of three hours a day there.

It is simple to fall right into a social media entice, crammed with limitless distraction. One minute you’re checking a DM and the following factor you’ve spent an hour watching movies of corgis taking part in fetch.

However, it does make you surprise what shoppers really do whereas spending all that point on social media. And — as a marketer — you are seemingly going a step additional by asking: “What’s my target market doing on there?”

Download Now: The 2023 State of Social Media Trends [Free Report]

Why Customers Use (& Love) Social Media

Earlier than asking social media customers what the heck they’re doing on social media all day, we requested them to decide on the highest three causes they go surfing within the first place.

And contemplating the typical social media person spends three hours a day on their platforms of alternative, it is no shock that they go surfing to do a little bit of every part there:

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In digging deeper, we decided the highest three causes customers go surfing to every main social media platform:

why social media users log on to each platform

Whereas Fb and Instagram are primarily used to share content material from our lives and sustain with household, customers flip to TikTok and YouTube for leisure, schooling, and inspiration. We even have Twitter and LinkedIn, the one platforms which are primarily used to maintain up with information and tendencies.

With that in thoughts, we are able to dive a little bit deeper into the highest causes individuals use every of those platforms.

What Social Media Customers Do on Every Platform

Fb customers primarily sustain with family members — but in addition wish to share media on their feeds.

Fb — utilized by 69% of U.S. adults is the preferred social media app on our checklist.

Two in three Fb customers are on it to maintain up with family and friends, 43% use it to share photos and movies, and 26% go to Fb merely for leisure. About one in 5 lean on Fb for information or tendencies, in addition to to study new issues. Consumers%20Spend%203+%20Hours%20a%20Day%20on%20Social%20Media%20Here%E2%80%99s%20What%20They%E2%80%99re%20Up%20to%20on%20Each%20Platform%20%5BData%5D.jpeg?width=624&name=Consumers%20Spend%203+%20Hours%20a%20Day%20on%20Social%20Media%20Here%E2%80%99s%20What%20They%E2%80%99re%20Up%20to%20on%20Each%20Platform%20%5BData%5D

YouTube customers hunt down leisure, schooling, and inspirational content material.

YouTube is the second hottest social media platform, utilized by 57% of U.S. adults. Edutainment thrives on YouTube – the highest causes individuals go to are to search out entertaining content material, study new issues, discover inspiration, and sustain with information and tendencies. About one in 5 YouTubers use the app to maintain up with manufacturers and merchandise.

why do people use youtube

Instagrammers share multimedia content material whereas maintaining with associates, household, and celebrities.

45% of American adults use Instagram, and the highest makes use of are to share photos/movies (38%), to maintain up with family and friends (33%), comply with celebrities and influencers (27%), discover entertaining content material (27%), and sustain with manufacturers/merchandise (24%).

what instagram users do on the platform

TikTok customers watch a mixture of entertaining, instructional, and inspirational content material.

Nearly one in three U.S. adults are on TikTok, however this shoots as much as 62% after we have a look at Gen Z.

General, TikTok’s used very similar to YouTube – for leisure, schooling, and inspiration. 23% use TikTok to maintain up with celebs/influencers and 21% use it to share their very own content material. About one in 5 TikTokers go to the platform to comply with manufacturers/merchandise, whereas the identical quantity use it to maintain up with information and tendencies.

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Twitter customers crave information, leisure, and movie star content material.

Twitter stands out as the one platform the place maintaining with information and cultural tendencies is the #1 cause individuals use the app. Discovering entertaining content material (27%), maintaining with celebrities (26%), and studying new issues (23%) are additionally prime causes for Twitter utilization.

why people use twitter

LinkedIn customers surf feeds for schooling, trade information, and model updates.

As the one social media platform on this checklist geared in direction of professionals, it is no shock that the highest cause individuals use LinkedIn is to study new issues. About 1 in 4 LinkedIn customers additionally go surfing to maintain up with information or tendencies, manufacturers and their merchandise, and their community of family and friends.

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Extra Social Media Tendencies

In search of extra social tendencies? Try HubSpot’s Social Media Trends 2023 Report weblog pos, or the total PDF model under. On this content material, we dig into knowledge from 1,200+ social media entrepreneurs in addition to key insights evaluating marketer knowledge to our bi-annual Consumer Trends Report.

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