Social Media In 2024: YouTube & Facebook On Top, TikTok Growing via @sejournal, @MattGSouthern

A caller survey by the Pew Research Center recovered that YouTube and Facebook stay the astir wide utilized societal media platforms among adults successful the United States. At the aforesaid time, the survey showed important increases successful the fig of TikTok users.

According to the survey, YouTube and Facebook are the astir wide utilized online platforms among U.S. adults, with 83% and 68% usage rates, respectively.

Approximately 50% of U.S. adults usage Instagram. Other platforms similar Pinterest, TikTok, LinkedIn, WhatsApp, and Snapchat person usage rates ranging from 27% to 35% of U.S. adults.

This year’s survey was the archetypal to inquire astir BeReal, a newer photo-sharing app with a usage complaint of conscionable 3% among U.S. adults.

The percent of U.S. adults who usage TikTok has accrued from 21% successful 2021 to 33% currently. This maturation complaint for TikTok exceeds the much humble oregon stagnant maturation rates observed for different societal media platforms implicit the aforesaid period.

Age Disparities In Social Media Use

The survey results uncover differences successful societal media level usage crossed property groups. Adults nether 30 were likelier to usage Instagram, Snapchat, and TikTok than older adults.

For example, 78% of 18-29-year-olds reported utilizing Instagram, overmuch higher than the 15% of adults 65 and over. Snapchat and TikTok followed akin usage patterns, with younger adults showing higher rates.

In contrast, YouTube and Facebook had much accordant usage crossed property groups, though younger adults inactive exhibited higher engagement connected these platforms than older adults.

Demographic Differences In Social Media Use

The Pew Research Center survey revealed demographic differences successful societal media level usage.:

• Instagram: More fashionable among Hispanic and Asian adults, women, and those with immoderate assemblage education.
• TikTok: Higher usage rates among Hispanic adults and women.
• LinkedIn: Most fashionable among Americans with higher acquisition attainment.
• Twitter (now “X”): Usage correlates with higher household incomes.
• Pinterest: Significantly much fashionable among women.
• WhatsApp: More often utilized by Hispanic and Asian adults.

Takeaways For Social Media Marketers

The Pew Research Center’s latest findings connected societal media usage successful the United States supply respective invaluable insights that societal media marketers should see erstwhile processing selling strategies:

• YouTube has wide entreaty crossed each property groups, making it an indispensable level for video campaigns targeting a wide audience.
• Facebook maintains an extended idiosyncratic basal and provides capabilities for targeted advertizing and reaching divers demographics.
• TikTok is experiencing explosive growth, particularly among younger users, presenting opportunities for brands to leverage its originative and viral nature.
• Instagram is highly fashionable with younker and number groups similar Hispanics and Asians, making it suitable for campaigns targeting these demographics.
• LinkedIn caters to educated professionals, making it perfect for B2B marketing, thought leadership, and leader branding.
• Short-form video contented is rising successful popularity, arsenic seen with TikTok, truthful bite-sized engaging videos tin seizure constricted idiosyncratic attraction spans.
• Though smaller successful scale, niche platforms similar Pinterest, Snapchat, and WhatsApp alteration targeted niche selling opportunities.
• Emerging platforms specified arsenic BeReal could supply first-mover advantages arsenic they expand.
• Snapchat and TikTok are indispensable for engaging users nether 30 years old.
• Cross-platform campaigns let greater scope and unified messaging.
• Platforms fashionable with circumstantial audiences similar Hispanics, Asians, and higher-income households, specified arsenic WhatsApp and Twitter, should beryllium considered erstwhile selling to those groups.

Marketers tin use these insights to trade platform-specific strategies tailored to idiosyncratic demographics and behaviors. A nuanced knowing of the latest trends tin pass much effectual societal media engagement and returns connected selling investment.

Methodology

The Pew Research Center surveyed 5,733 U.S. adults betwixt May 19 and September 5, 2023. Ipsos carried retired the survey utilizing some online and message methodologies to get a demographically typical illustration of the U.S. big population. The results were weighted by gender, contention and ethnicity, education, and different applicable factors to align with U.S. Census benchmarks.

The survey represented a modulation from accepted telephone polling to a operation of web and mail. The Pew Research Center has provided details connected the survey methodology and the imaginable interaction of this alteration for those funny successful amended knowing the information postulation process.

Featured Image: Primakov/Shutterstock

SEJ STAFF Matt G. Southern Senior News Writer astatine Search Engine Journal

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s grade successful communications, ...

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