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

Lately, 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 example, in the event you’re promoting retirement properties, it is protected to forgo Snapchat, the place solely 3.7% of customers are over 50.

HubSpot surveyed over 1,000 customers throughout the U.S to seek out out which social media channels are gaining steam — and that are falling behind. Learn on to find which platforms are hottest with customers 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 high of that, Gen X and Child Boomers rank Fb as their favourite social media app and their most visited app. For those who’re seeking to goal older demographics with social media advertising and marketing, Fb is your finest guess.

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 prior to now three months.

TikTok

TikTok is named the platform for Gen Z — and the info confirms it. In actual fact, over half of Gen Z customers 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can be choosing up steam with different demographics. 36% of TikTok customers in 2021 had been between 35 and 54 years outdated, a ten% improve from the yr earlier than. That mentioned, utilization amongst Child Boomers continues to be low, with solely 7% visiting the app within the final three months.

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

YouTube

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

YouTube is common 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 high favourite amongst video entrepreneurs. In actual fact, greater than 1 / 4 of video entrepreneurs plan to spend money on YouTube than some other platform in 2022, in accordance with HubSpot’s Video Advertising Report. As well as, video entrepreneurs ranked YouTube because the second-best platform for ROI.

Instagram

In response to SimilarWeb, the Instagram app has over 78 million month-to-month lively customers, making it one of the crucial common apps right this moment.

Though Gen Z visits TikTok probably 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, in the event you’re seeking to goal these audiences particularly, Fb or YouTube might be a greater possibility.

On the advertising and marketing aspect, greater than half of video entrepreneurs rank Instagram as one of the best platform for ROI, engagement, and lead era. For those who’re seeking to dive extra into video advertising and marketing, Instagram is a gorgeous 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 reputation. In response to our report, Tumblr is hottest with Millennials, however solely 11% have visited the platform prior to now three months.

Surprisingly, Gen Z has visited Tumblr at practically the identical fee (10%). In actual fact, a report by Quartz discovered that 61% of recent Tumblr customers in 2022 had been underneath 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 need to goal.

Twitch

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

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. Yr-over-year, hours streamed on the platform declined 16% from 2021 to 2022.

In response to 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 in your social media advertising and marketing? Do you have to persist with mature platforms, like Fb and YouTube, or take a look at the waters with new platforms, like TikTok?

In the end, your determination ought to hinge on one essential issue: your target market. 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 and marketing is all about experimenting. There isn’t any must commit to at least one platform for the remainder of time — in reality, it might be helpful to run aspect experiments on completely different platforms to see what outcomes you get.