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HomeB2B MarketingWhich Social Media Channels are Gaining and Shedding Steam?

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

Nowadays, it seems 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 illustration, when you’re promoting retirement properties, it is protected 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 presently 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 high of that, Gen X and Child Boomers rank Fb as their favourite social media app and their most visited app. In the event you’re trying to goal older demographics with social media advertising, Fb is your greatest 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 previously three months.


TikTok is named the platform for Gen Z — and the info confirms it. In reality, 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 does not cease there: TikTok can also be selecting up steam with different demographics. 36% of TikTok customers in 2021 have been between 35 and 54 years previous, a ten% improve from the yr earlier than. That stated, utilization amongst Child Boomers remains to be low, with solely 7% visiting the app within the final three months.

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


YouTube has a person base of 2 billion+ folks and receives over 34 billion month-to-month visits, based on knowledge we pulled from SimilarWeb.

consumers favorite social channels: YouTubeYouTube is in style with Gen Z, Millennial, and Gen X audiences, nearly 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 high favourite amongst video entrepreneurs. In reality, greater than 1 / 4 of video entrepreneurs plan to put money into YouTube than some other platform in 2022, based on HubSpot’s Video Advertising Report. As well as, video entrepreneurs ranked YouTube because the second-best platform for ROI.


Based on SimilarWeb, the Instagram app has over 78 million month-to-month energetic customers, making it one of the crucial in style apps at the moment.

Though Gen Z visits TikTok probably 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, when you’re trying to goal these audiences particularly, Fb or YouTube may very well be a greater choice.

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

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. Based on our report, Tumblr is hottest with Millennials, however solely 11% have visited the platform previously three months.

Tumblr 2022Surprisingly, Gen Z has visited Tumblr at almost the identical fee (10%). In reality, a report by Quartz discovered that 61% of recent Tumblr customers in 2022 have been beneath 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 advocate specializing in platforms that pull stronger numbers for the viewers you wish to goal.


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

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.

Based on HubSpot’s Video Advertising 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 greatest in your social media advertising? Do you have to keep on with mature platforms, like Fb and YouTube, or take a look at the waters with new platforms, like TikTok?

In the end, your resolution ought to hinge on one essential issue: your audience. Placing your viewers on the heart of your social media technique means prioritizing the platforms that can attain them most successfully.

And bear in mind, social media advertising 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 completely different platforms to see what outcomes you get.

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