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

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

A group of people huddle together to look at their smartphones

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

HubSpot surveyed over 1,200 entrepreneurs world wide 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 2023.

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


Social Media Channels Gaining Steam in 2023


In line with SimilarWeb, the Instagram app has over 78 million month-to-month lively customers, making it some of the standard apps at the moment.

And Instagram is anticipated to see extra progress. Our survey outcomes present that 52% of entrepreneurs plan to extend their funding within the platform in 2023. We additionally discovered that 29% of social media entrepreneurs 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 best ROI and engagement in comparison with different social media platforms.

Instagram most ROIOne more reason for Instagram’s recognition 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 80% of entrepreneurs consider customers will purchase merchandise through social media apps extra typically 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 as their favourite social media app — as do Millennials.consumers favorite social channels: Instagram
Instagram can also be holding regular with older audiences. In the previous few months, 55% of Gen X-ers have visited Instagram, adopted by greater than 1 / 4 (27%) of Child Boomers. Nevertheless, if you happen to’re focusing on these audiences particularly, Fb or YouTube could possibly be a greater choice.

On the advertising and marketing aspect, greater than half of video entrepreneurs rank Instagram as the perfect platform for ROI, engagement, and lead technology. For those who’re trying to dive extra into video advertising and marketing, Instagram is a beautiful choice.


Proper behind Instagram, Fb is anticipated to see distinctive progress in 2023. In line with our survey, 23% of social media entrepreneurs plan to speculate extra in Fb than every other platform, and 43% plan to extend their funding.

Moreover, 36% of social media entrepreneurs plan to make use of Fb for the primary time in 2023.

Fb at present attracts 2.93 billion month-to-month customers, greater than any of its rivals. 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 high of that, Gen X and Child Boomers rank Fb as their favourite social media app and their most visited app. For those who’re trying to goal older demographics with social media advertising and marketing, Fb is your greatest wager.

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 every 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. Actually, 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 had been between 35 and 54 years outdated, 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.

Whereas solely 36% of social media entrepreneurs use the platform, those that are utilizing TikTok are strengthening their funding in 2023 – greater than entrepreneurs on every other platform. Actually, 53% of them will enhance their funding in advertising and marketing on TikTok in 2023, and one other 36% will hold investing the identical quantity.

It is also price mentioning that TikTok has the best engagement price out of every other social platform, averaging 10.85 minutes per session. Briefly, TikTok’s snackable content material is addictive for a wide range of age teams.


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

consumers favorite social channels: YouTubeYouTube is standard 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 was additionally a high favourite amongst video entrepreneurs. Actually, greater than 1 / 4 of video entrepreneurs deliberate to put money into YouTube than every other platform in 2022, in line with HubSpot’s Video Advertising Report. As well as, video entrepreneurs ranked YouTube because the second-best platform for ROI.

Social Media Channels Shedding Steam in 2023


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 practically the identical price (10%). Actually, a report by Quartz discovered that 61% of recent Tumblr customers in 2022 had been underneath the age of 24. This begs an necessary query: is one other revival across the nook?

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


Though Twitch is high canine within the live-streaming area, all main streaming platforms — together with Twitch, Fb Gaming, and YouTube Reside — are seeing a drop in whole 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 — persons are additionally streaming much less. 12 months-over-year, hours streamed on the platform declined 16% from 2021 to 2022.

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 thing. Irrespective 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.

In our Social Media Advertising report, we requested over 300 social media entrepreneurs if their firm used a social media schedule or calendar when posting content material, 72% of entrepreneurs stated sure. Instruments like HubSpot can successfully assist entrepreneurs craft and execute the suitable social media scheduling technique; nevertheless, realizing when to publish will assist enhance engagement.

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

Then again, entrepreneurs in Pacific Normal Time stated 3-6 p.m. yielded the perfect outcomes.

Nevertheless, the perfect time to publish is dependent upon your viewers and when they’re probably the most lively on social media. With that stated, here’s a fast breakdown of what entrepreneurs say is the perfect time to publish on every platform:

  • Fb: 6-9 p.m., 3-6 p.m., and 9-12 p.m.

  • YouTube: 6-9 p.m., 3-6 p.m., and 12-3 p.m.

  • Twitter: 6-9 p.m., 3-6 p.m., and 12-3 p.m.

  • Instagram: 6-9 p.m., 3-6 p.m., and 9-12 p.m.

  • LinkedIn: 6-9 p.m., 3-6 p.m., and 12-3 p.m.

  • TikTok: 6-9 p.m., 3-6 p.m., and 12-3 p.m.

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

Again to You

One query stays: what channels are greatest in your social media advertising and marketing? Do you have to follow mature platforms, like Fb and YouTube, or check the waters with new platforms, like TikTok?

Finally, your choice ought to hinge on one essential issue: your target market. Placing your viewers on the middle of your social media technique means prioritizing the platforms that can attain them most successfully.

And bear in mind, social media advertising and marketing is all about experimenting. There is not any have to commit to at least one platform for the remainder of time — the truth is, it could be helpful to run aspect experiments on totally different platforms to see what outcomes you get.

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