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


As of late, it seems like everyone seems to be on social media. However make no mistake, not everyone seems to be on each channel.

As entrepreneurs, it is essential to know your viewers’s favourite social channels. As an example, in the event you’re promoting retirement houses, it is secure to forgo Snapchat, the place only 3.7% of customers are over 50.

HubSpot surveyed over 1,000 consumers 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 at present attracts 2.89 billion monthly users, greater than another 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 Baby 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 favorite social media app and their most visited app. When you’re seeking to goal older demographics with social media advertising and marketing, Fb is your greatest guess.

consumers favorite social channels: facebook

That stated, engagement drops considerably for Gen Z audiences. Simply 12% of Gen Z-ers say they use Fb greater than another platform, and only 55% have visited Fb up to now three months.


TikTok is called the platform for Gen Z — and the info confirms it. Actually, 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 would not cease there: TikTok can be selecting up steam with different demographics. 36% of TikTok users in 2021 were between 35 and 54 years old, a ten% enhance from the yr earlier than. That stated, utilization amongst Child Boomers remains to be low, with only 7% visiting the app within the final three months.

It is also price mentioning that TikTok has the best engagement charge out of another social platform, averaging 10.85 minutes per session. Briefly, TikTok’s snackable content material is addictive for a wide range of age teams.


YouTube has a person base of 2 billion+ people and receives over 34 billion month-to-month visits, based on knowledge we pulled from SimilarWeb.

consumers favorite social channels: YouTubeYouTube is common with Gen Z, Millennial, and Gen X audiences, nearly 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 favorite social media app, simply behind Fb.

YouTube can be a prime favourite amongst video entrepreneurs. Actually, more than a quarter of video entrepreneurs plan to put money into YouTube than another platform in 2022, based on HubSpot’s Video Marketing Report. As well as, video entrepreneurs ranked YouTube as the second-best platform for ROI.


In line with SimilarWeb, the Instagram app has over 78 million month-to-month lively customers, making it some of the common apps in the present day.

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

consumers favorite social channels: InstagramInstagram can be holding regular with older audiences. Within the final three months, 55% of Gen X-ers have visited Instagram, adopted by more than a quarter (27%) of Baby Boomers. Nonetheless, in the event you’re seeking to goal these audiences particularly, Fb or YouTube may very well be a greater choice.

On the advertising and marketing aspect, more than half of video entrepreneurs rank Instagram as the most effective platform for ROI, engagement, and lead era. When you’re seeking to dive extra into video advertising and marketing, Instagram is a gorgeous choice.

Social Media Channels Shedding Steam in 2022


After quite a few acquisitions and near-revivals, Tumblr has but to recreate its early- to mid-2000s recognition.

In line with our report, Tumblr is hottest with Millennials, however only 11% have visited the platform up to now three months.

Tumblr 2022Surprisingly, Gen Z has visited Tumblr at practically the identical charge (10%). Actually, a report by Quartz discovered that 61% of latest Tumblr customers in 2022 have been underneath the age of 24. This begs an essential 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 need to goal.


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

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

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

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

Again to You

One query stays: what channels are greatest on your social media advertising and marketing? Must you persist with mature platforms, like Fb and YouTube, or check the waters with new platforms, like TikTok?

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

And bear in mind, social media advertising and marketing is all about experimenting. There is not any have to commit to at least one platform for the remainder of time — in actual fact, it could be helpful to run aspect experiments on completely different platforms to see what outcomes you get.

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