B2B MarketingWhich Social Media Channels are Gaining and Shedding Steam?...

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


Today, 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 essential to know your viewers’s favourite social channels. As an example, for those who’re promoting retirement properties, it is secure 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.

Download Now: 2022 State of U.S. Consumer Trends Report

Social Media Channels Gaining Steam in 2022


Fb at present 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 prime of that, Gen X and Child Boomers rank Fb as their favourite social media app and their most visited app. In case you’re trying to goal older demographics with social media advertising, Fb is your finest guess.

consumers favorite social channels: facebook

That stated, 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 is called 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 would not cease there: TikTok can also be choosing up steam with different demographics. 36% of TikTok customers in 2021 have been between 35 and 54 years previous, a ten% enhance from the 12 months earlier than. That stated, utilization amongst Child Boomers continues to be low, with solely 7% visiting the app within the final three months.

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


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

consumers favorite social channels: YouTubeYouTube is well-liked 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 also be a prime favourite amongst video entrepreneurs. In actual fact, greater than 1 / 4 of video entrepreneurs plan to put money into YouTube than some other platform in 2022, in line with HubSpot’s Video Advertising and marketing Report. As well as, video entrepreneurs ranked YouTube because the second-best platform for ROI.


In line with SimilarWeb, the Instagram app has over 78 million month-to-month energetic customers, making it one of the vital well-liked apps right this moment.

Though Gen Z visits TikTok essentially the most, they rank Instagram as their favourite social media app — as do Millennials.

consumers favorite social channels: InstagramInstagram can also 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. Nevertheless, for those who’re trying to goal these audiences particularly, Fb or YouTube could possibly be a greater possibility.

On the advertising facet, greater than half of video entrepreneurs rank Instagram as one of the best platform for ROI, engagement, and lead era. In case you’re trying to dive extra into video advertising, Instagram is a beautiful possibility.

Social Media Channels Shedding Steam in 2022


After quite a few acquisitions and near-revivals, Tumblr has but to recreate its early- to mid-2000s recognition. In line with our report, Tumblr is hottest with Millennials, however solely 11% have visited the platform prior to now three months.

Tumblr 2022Surprisingly, Gen Z has visited Tumblr at almost the identical charge (10%). In actual fact, a report by Quartz discovered that 61% of recent Tumblr customers in 2022 have been below the age of 24. This begs an essential query: is one other revival across the nook?

Whereas it is nonetheless too early to name, we suggest specializing in platforms that pull stronger numbers for the viewers you need to goal.


Though Twitch is prime canine within the live-streaming house, all main streaming platforms — together with Twitch, Fb Gaming, and YouTube Reside — are seeing a drop in complete hours watched this 12 months.

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

In line with HubSpot’s Video Advertising and marketing 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 on your social media advertising? Must you follow mature platforms, like Fb and YouTube, or check the waters with new platforms, like TikTok?

In the end, 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 may attain them most successfully.

And keep in mind, social media advertising is all about experimenting. There is no have to commit to 1 platform for the remainder of time — the truth is, it could be helpful to run facet experiments on totally different platforms to see what outcomes you get.

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