The world of social media is constantly changing and evolving, with new platforms emerging and existing ones growing at an incredible pace. As we move further into 2023, it's becoming clear that some platforms are experiencing remarkable growth and are worth paying attention to.
According to recent studies, Facebook, YouTube, Instagram, TikTok, and Twitter remain the most popular social media apps among US consumers. However, it's important to note that this list may vary in other countries.
In this blog, we'll take a look at the fastest growing social media platforms of 2023, according to the latest data. We'll explore what's driving their growth and how businesses and marketers can leverage these platforms to connect with their audience and grow their brand.
How has social media usage changed from 2022 to 2023?
It's no surprise that a vast majority of US adults, at 84%, use social media, but which platforms are they gravitating towards?
Here are some key takeaways about the most widely-used social media platforms by US consumers in 2023, bearing in mind that usage patterns may vary by country.
Facebook, YouTube, Instagram, TikTok, and Twitter are currently the most popular social media apps, with 69%, 57%, 45%, 33%, and 30% of US adults using them, respectively.
Among the fastest-growing platforms, BeReal saw a remarkable 313% growth, while Twitch, LinkedIn, and TikTok grew by 29%, 20%, and 16%, respectively, since last May.
In contrast, Reddit, Pinterest, and YouTube experienced a decline in usage, with -11%, -9%, and -4%, respectively.
Notably, while Facebook remains the most popular social media platform among users over the age of 25, Instagram, TikTok, and YouTube are the top choices for users aged 18-24. Let's delve deeper into the platforms that are experiencing the most rapid growth.
The Fastest Growing Social Media Platforms of 2023
As the world becomes increasingly digital, social media platforms continue to gain in popularity. Our recent survey of US adults showed that 84% use social media. But which platforms are they using the most? Here are some key insights to help you stay up to date with the latest social media trends.
- BeReal:
The newest player in the social media game, BeReal, saw an impressive 313% increase in usage from the previous year. This platform, which allows users to post unfiltered pictures of themselves during designated timeslots, has gained significant traction among Gen Z users. While it remains to be seen if BeReal will continue to grow or if it will be another trendy social media platform, it's clear that it is not the most welcoming channel for brands as users aim to use the platform for authenticity and human connection.
- Twitch:
Twitch, a popular platform for live streaming, has seen a 29% increase in usage since our first survey. While many people go to Twitch to view videos rather than record or interact in them, the platform is still competing with other social channels that have launched their own live-video features. Twitch has grown among both Gen Z and Baby Boomers, with the percentage of total consumers using the platform growing from roughly 7% to 9%.
As social media continues to evolve, it's important to stay informed about the platforms that are gaining popularity. BeReal and Twitch are two examples of social media platforms that are experiencing rapid growth and attracting new users from diverse demographics.
- LinkedIn:
According to a recent survey, LinkedIn has experienced a 20% growth among consumers since May, with the platform being predominantly used by Boomers. While there have been slight declines in usage among other age groups, the growth in usage among Boomers has resulted in an 85% increase in usage from 11% to 20%.
Despite these slight declines, LinkedIn continues to be a hybrid of social media and utility, making it an essential platform for job hunters and recruiters to maintain their professional portfolios. As a marketer, it's important to keep demographic shifts in mind, but it's unlikely that any major pivot in your LinkedIn strategy will be necessary in the near future.
- TikTok:
Despite ongoing regulatory concerns, TikTok users remain loyal while new users continue to join the platform for the first time. According to our survey data, between May and January, TikTok usage among US consumers increased by 16%, with growth across all generations, including a significant increase among Boomers.
Our research estimates that one in three American adults now use TikTok, making it a platform that marketers should consider for their brand. However, building a successful strategy on TikTok requires time, resources, and a thorough understanding of the latest trends on the platform.
If you're not already on TikTok, it's worth considering whether the app is right for your brand and taking the time to learn more about TikTok marketing.
- Instagram:
It's no secret that Instagram is a popular social media platform across multiple generations. According to a recent survey, usage by consumers grew by 6% between May and January. While the platform continues to win over Gen Z and attract Boomers, it may be losing some of its Millennial audience. Here are a few key takeaways:
- Around 45% of U.S. adults currently use Instagram, up 6% from last May.
- Instagram's usage grew by 11% among Gen Z and 53% among Boomers (from 18% to 27%).
- Millennial usage of Instagram dropped from 65% to 54%, a 17% decline.
Stay Ahead of the Curve: Tracking the Decline of Social Media Platforms in 2023
As consumer trends shift, it's important for marketers to stay up-to-date on which platforms are losing steam. While many of the large platforms that saw slowed growth from our consumer pool are still relevant, there are some key shifts that are worth keeping on your radar.
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