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Which Social Media Channels are Gaining and Dropping Steam in 2024? [New Consumer and Platform Data]


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

consumers favorite social media channels

As entrepreneurs, it is necessary to know your viewers’s favourite social channels. As an illustration, if you happen to’re promoting retirement houses, it is secure to forgo Snapchat, the place solely 3.7% of customers are over 50.

Download Now: The 2024 State of Social Media Trends [Free Report]

HubSpot surveyed over 1,400 entrepreneurs around the globe discover out which social media channels are gaining steam — and that are falling behind. Learn on to find which platforms are hottest with entrepreneurs and customers in 2024.

Social Media Channels Gaining Steam in 2023

Instagram

In line with SimilarWeb, the Instagram app has over 1.64 billion customers, making it one of the crucial standard apps right now.

And Instagram is anticipated to see extra development, and our survey outcomes present that it’s tied for first place for the very best potential development in 2024 and 52% plan to extend their funding within the platform. 24% of social media entrepreneurs additionally plan to speculate probably the most in Instagram over every other platform.

Entrepreneurs’ affinity for Instagram is sensible, contemplating entrepreneurs in our survey stated the app yields the very best engagement and the third-highest ROI of all social media platforms.

graph displaying the roi of the most popular social media platformsOne more reason for Instagram’s reputation amongst entrepreneurs is that the platform is main the cost in leveraging the social promoting development. Instagram has probably the most developed in-app promoting instruments of any platform. Our survey exhibits that, in 2024, 84% of entrepreneurs imagine customers will purchase merchandise through social media apps greater than from a model’s web site.

Entrepreneurs aren’t the one ones utilizing the platform.

Though Gen Z visits TikTok probably the most, they rank Instagram amongst their favourite social media apps — as do Millennials.consumers favorite social channels

Instagram can be holding regular with older audiences. In the previous few months, 47% of Gen X-ers have visited Instagram, adopted by practically 1 / 4 of Child Boomers. Nonetheless, if you happen to’re focusing on these audiences particularly, Fb or YouTube might be a greater possibility.

On the advertising aspect, greater than half of video entrepreneurs rank Instagram as the perfect platform for ROI, engagement, and lead technology. In case you’re trying to dive extra into video advertising, Instagram is a lovely possibility.

Fb

Fb can be tied with Instagram for platforms anticipated to see probably the most development in 2024. In line with our survey, 21% of social media entrepreneurs plan to speculate extra in Fb than every other platform, and 53% plan to extend their funding, which is an nearly 24% change from simply 2023.

Moreover, 40% of social media entrepreneurs plan to make use of Fb for the primary time in 2024.

Fb at present attracts 3 billion month-to-month customers, greater than any of its rivals. A excessive focus of its viewers belongs to Gen X-ers and Child Boomers.

Within the final three months, 81% of Gen X-ers and 70% of Boomers have visited Fb. On high of that, Gen X and Child Boomers rank Fb as their favourite social media app and most visited app. In case your audience is made up of both of these generations, Fb is your greatest guess for social media advertising campaigns that attain them.

consumers favorite social channels: facebook

Now to the next-youngest technology — do millennials use Fb? Sure. Whereas it’s not their most visited app, it’s their favourite app.

That being stated, engagement drops considerably for Gen Z audiences. Simply 53% have visited Fb previously three months, and simply 13% say it’s their favourite platform.

TikTok

TikTok is called the platform for Gen Z — and the information confirms it. The truth is, within the U.S. alone, greater than half of Gen Z customers are on TikTok. Plus, Gen Z-ers say TikTok is their favourite platform, pulling forward of YouTube, Instagram, and Fb.

It would not cease there: TikTok can be selecting up steam with different demographics. 30% of TikTok customers in 2024 are between 35 and 54 years previous, a 7% improve from final 12 months. Utilization amongst Child Boomers continues to be low, with 16% visiting the app within the final three months, however that stated, their utilization is steadily growing, with a 60% change in utilization since simply final 12 months (10% to 16%).

Whereas solely 34% of social media entrepreneurs use the platform, these utilizing TikTok are strengthening their funding in 2024 – greater than entrepreneurs on every other platform. The truth is, 60% of them will improve their funding in advertising on TikTok in 2024, and one other 34% will preserve investing the identical quantity.

It is also price mentioning that TikTok has the very best engagement price out of every other social platform, averaging 55.8 minutes per day per session. Briefly, TikTok’s snackable content material is addictive for quite a lot of age teams.

YouTube

YouTube has a consumer base of 2.4 billion+ individuals and receives over 34 billion month-to-month visits, based on information we pulled from SimilarWeb.

consumers favorite social channels: YouTubeYouTube is standard with Gen Z, Millennial, and Gen X audiences in comparable measures. Within the final three months, 68% of Millennials have visited YouTube, adopted by 69% of Gen Z, and 65% of Gen X. For Child Boomers, YouTube is their second favourite social media app, simply behind Fb.

YouTube was additionally a high favourite amongst video entrepreneurs, and greater than 1 / 4 of video entrepreneurs deliberate to put money into YouTube than every other platform, based on HubSpot’s Video Advertising and marketing Report. As well as, entrepreneurs stated YouTube supplied the very best ROI in 2023.

Social Media Channels Dropping Steam in 2023

Tumblr

After quite a few acquisitions and near-revivals, Tumblr has but to recreate its early- to mid-2000s reputation. In line with our report, Tumblr is hottest with Millennials, however solely 13% have visited the platform previously three months.

tumblr usage among millennialsSurprisingly, Gen Z has visited Tumblr at practically the identical price (10%). The truth is, a report by Quartz discovered that 61% of latest Tumblr customers in 2022 have been below the age of 24. This begs an necessary query: is one other revival across the nook?

Whereas it is nonetheless too early to name, I like to recommend specializing in platforms that pull stronger numbers for the viewers you need to goal and remaining experimental with people who don’t.

Twitch

Though Twitch is high canine within the live-streaming house, all main streaming platforms — together with Twitch, Fb Gaming, and YouTube Stay — have seen a drop in whole hours watched within the previous few years. For instance, Fb Gaming alone noticed a -59% YoY change in hours watched.

streaming services views

Picture Supply

23% of Millennials, adopted by solely 12% of Gen Z, and 9% of Gen X have visited Twitch previously three months.

When is the perfect time to publish on social media?

Whereas social media platforms will proceed to fall out and in of favor with customers and entrepreneurs, one factor stays fixed — timing is every part. Regardless of which platform you select to put money into, it’s vital to know the perfect time to publish to spice up your model’s visibility.

To remain on high of a posting schedule, social media entrepreneurs informed us that they use a social media schedule or calendar after they publish content material (72%). Instruments like HubSpot’s Social Media Administration Software program can successfully enable you craft and execute the appropriate social media scheduling technique; nevertheless, understanding when to publish will enable you enhance engagement.

For instance, social media entrepreneurs working in Jap Customary Time reported 6-9 p.m. as the perfect time to publish.

However, entrepreneurs in Pacific Customary Time stated 3-6 p.m. yielded the perfect outcomes.

Nonetheless, crucial recommendation I may give on the perfect time to publish is that it is dependent upon your viewers and after they’re probably the most energetic on social media. For instance, in case your viewers is probably the most on-line after work hours, you’re posting for nobody if you happen to share most of your content material within the early morning.

  • Fb: 12-3 p.m., 6-9 p.m., and 9am-12 p.m.
  • YouTube: 6-9 p.m., 12-3 p.m., and 3-6 pm.
  • X (previously Twitter): 12-3 p.m., 6-9 p.m., and 3-6 p.m.
  • Instagram: 12-3 p.m., 6-9 p.m., and 3-6 p.m.
  • LinkedIn: 3-6 p.m., 9 am-12 p.m., and 12-3 p.m.
  • TikTok: 6-9 p.m., 3-6 p.m., and 12-3 p.m.

Moreover, entrepreneurs say Saturday and Friday (respectively) are the perfect days to publish throughout social media platforms.

Again to You

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

Finally, your determination ought to hinge on one essential issue: your audience. 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 is all about experimenting. There is not any must commit to at least one platform for the remainder of time — in actual fact, it might be helpful to run aspect experiments on completely different platforms to see what outcomes you get.

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