Are people still using Facebook? Is BeReal the next big thing? And is TikTok still just for Gen Z?
If you are looking for answers to these questions, we have them.
We surveyed over 600 American adults on the social media platforms they use in May 2022 and again in January 2023 to find out which apps are growing and which are slowing down. Here is what we discovered:
Use of social media in 2022 compared to 2023
While 84% of American adults unsurprisingly use social media, where do they go when they use it?
Here are some quick facts about the top platforms used by US consumers in 2023, keeping in mind that this list may be different in other countries.
- Facebook (69%), YouTube (57%), Instagram (45%), TikTok (33%) and Twitter (30%) are the most popular social media apps.
- BeReal (313%), Twitch (29%), LinkedIn (20%) and TikTok (16%) have seen the strongest growth since last May.
- Reddit (-11%), Pinterest (-9%) and YouTube (-4%) are the only platforms that have seen a drop in usage.
- While Facebook is the most popular social media platform for people over 25, Instagram, TikTok and YouTube are the most popular among 18-24 year olds.
With that, let’s dive deeper into the fastest growing platforms.
The fastest growing social media platforms
1. Be real
Be real saw a 313% growth in usage from the consumers we surveyed, which was likely fueled by the hype. But – as we wonder with all emerging social media platforms – will it last?
The young platform which gives users the option to post a photo of themselves wherever they are unfiltered for a few time slots – designated by the app each day, went from around 0.7% of the population to 2.8%, increasing most of the social platforms we analyzed . But the real story is how it started with generation Z. The use of this age group increased from 1% to 13% (a whopping 1,200% increase).
BeReal benefits from being the newest social platform we asked about in these surveys, so it had the most room for growth. On the other hand, with other competitors trying to copy its platformthis is likely to be another trendy social media platform that will be forgotten or lost in the crowd.
Because of The format of BeRealit also might not be the most welcoming channel or community for brands, as people join to see their friends’ “real” versions and aim to use the platform to amplify authenticity and human connection.
2. Contraction
What you are looking at Keke Palmer started a family with The Sims, or captivated by someone’s live coverage of a cool event, it’s clear that streaming content is here to stay. And while social platforms like Facebook, Instagram and TikTok have activated and tested live features, Tic still reigns supreme as the place to go for long-form live video.
Although it might not seem like an obvious social platform as many people go there to watch videos rather than record or interact with them, it still competes with other social channels that have launched their own copycats. live videos.
Since our first survey, Twitch usage has increased by 29%, driven by Gen Z and Baby Boomers, with the percentage of total consumers using it growing from around 7% to 9%.
Gen Z drove this increase, with their Twitch usage jumping from 13% to 17%.
Baby boomers are also on board. In May 2022, only 0.3% used the platform while almost 3% use it today. Although that seems like a small percentage, it could still mean thousands more users.
3. LinkedIn
Between May and January, LinkedIn grew 20% among consumers we surveyed, boosted by baby boomers. However, the platform is starting to see declines with other age groups.
While LinkedIn usage declined slightly for all other generations, LinkedIn usage among Baby Boomers increased from 11% to 20%, an increase of 85%.
Overall, we’re not too worried about the slight dips, as LinkedIn continues to be a mix of social media and utilities that job seekers and recruiters will need and use to protect their portfolios. for the coming years.
So if you’re a marketer operating the platform, while it’s important to keep demographic shifts in mind, you probably don’t need to pivot your strategy there just yet.
Watch the video below for some tips on how to start or improve your current LinkedIn strategy:
4.TikTok
Despite TikTok ongoing regulatory concernspeople who loved the platform in May seem to be sticking around, while others are starting to discover the channel for the very first time.
Between May and January, TikTok usage among our surveyed consumers increased by 16%. Usage has also increased across all generations, especially with baby boomers.
Looking at the generational increase, the number of baby boomers who had used TikTok increased by 164%, again showing that they understand many Gen Z trends and viral apps.
Based on our research, we estimate that one in three American adults now use TikTok.
If you’re not on TikTok yet, you need to keep it on your radar and take the time to figure out if the app makes sense for your brand. Just keep in mind that it will take time and resources related to video, as well as user research on all the current trends, to come up with a successful strategy. You can learn more about TikTok marketing here.
5. Twitter
Despite fluctuations in leadership, Elon Musk’s controversial takeoverand corporate desktop-wide changes, Twitter’s social media platform continues to hold a strong user base and grew by 7% among our consumer audience.
Although our sample shows that Twitter attracted around 12% more Gen X users and 27% more Baby Boomers, this should be taken with a grain of salt, as 9% fewer survey members of Gen Z said they used Twitter in January compared to May. .
While it’s still hard to predict how Twitter will continue to grow and perform, especially for marketers, in the future — here is a helpful guide on how to build and retain audiences and followers that could drive ROI for your brand.
6.Instagram
It’s no surprise that Instagram is a favorite among multiple generations. Between May and January, usage by the consumers we surveyed increased by 6%. As the channel continues to win over Gen Z and grab the attention of baby boomers, it could lose some of its millennial audience. Below are some quick facts.
- About 45% of American adults use Instagram, up 6% from last May.
- Instagram grew 11% with Gen Z and 53% among baby boomers (from 18% to 27%).
- Instagram usage by millennials fell from 65% to 54%, a drop of 17%.
Now that we’ve covered some of the fastest growing social media platforms, here are the ones that are slowing down in 2023.
Which platforms are losing steam?
While many of the big platforms that have seen slower growth in our consumer base aren’t going anywhere, the data clues some marketers might want to know about or keep on their radar.
Click here to learn why Reddit, Pinterest and YouTube might be running out of steam compared to their competition.
More information on social media
Want more information on social media? Check out these helpful resources:
Prefer to download a report with everything you need to know? Check out our free Social Media Trends report below.
