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

As entrepreneurs, you have to know your target market’s favourite social channels. As an example, if you are promoting retirement properties, it is secure to forgo Snapchat, the place best 3.7% of customers are over 50.

HubSpot surveyed over 1,000 customers around the U.S to determine which social media channels are gaining steam — and which can be falling in the back of. 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 lately draws 2.89 billion per 30 days customers, greater than every other social platform. A prime focus of its target market belongs to Millennials, Gen X-ers, and Child Boomers.

Within the remaining 3 months, a whopping 91% of Child Boomers, 88% of Millennials, and 83% of Gen X-ers have visited Fb.

On best of that, Gen X and Child Boomers rank Fb as their favourite social media app and their maximum visited app. If you are having a look to focus on older demographics with social media advertising and marketing, Fb is your preferrred 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 every other platform, and best 55% have visited Fb previously 3 months.


TikTok is referred to as the platform for Gen Z — and the information confirms it. If truth be told, over part of Gen Z customers are on TikTok. Plus, Gen Z-ers say TikTok is the platform they use maximum, pulling forward of Instagram, Snapchat, and YouTube.

It does not prevent there: TikTok could also be selecting up steam with different demographics. 36% of TikTok customers in 2021 had been between 35 and 54 years previous, a ten% build up from the yr sooner than. That stated, utilization among Child Boomers continues to be low, with best 7% visiting the app within the remaining 3 months.

Additionally it is price bringing up that TikTok has the perfect engagement charge out of every other social platform, averaging 10.85 mins according to consultation. In brief, TikTok’s snackable content material is addictive for quite a lot of age teams.


YouTube has a consumer base of 2 billion+ other people and receives over 34 billion per 30 days visits, consistent with knowledge we pulled from SimilarWeb.

consumers favorite social channels: YouTubeYouTube is well-liked by Gen Z, Millennial, and Gen X audiences, nearly in equivalent measure. Within the remaining 3 months, 83% of Millennials have visited YouTube, adopted via 81% of Gen Z, and 79% of Gen X. For Child Boomers, YouTube is their moment favourite social media app, simply in the back of Fb.

YouTube could also be a best favourite among video entrepreneurs. If truth be told, greater than 1 / 4 of video entrepreneurs plan to put money into YouTube than every other platform in 2022, consistent with HubSpot’s Video Advertising and marketing Document. 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 per 30 days lively customers, making it one of the fashionable apps as of late.

Despite the fact that Gen Z visits TikTok probably the most, they rank Instagram as their favourite social media app — as do Millennials.

consumers favorite social channels: InstagramInstagram could also be maintaining stable with older audiences. Within the remaining 3 months, 55% of Gen X-ers have visited Instagram, adopted via greater than 1 / 4 (27%) of Child Boomers. Alternatively, if you are having a look to focus on those audiences in particular, Fb or YouTube is usually a more sensible choice.

At the advertising and marketing aspect, greater than part of video entrepreneurs rank Instagram as the most efficient platform for ROI, engagement, and lead technology. If you are having a look to dive extra into video advertising and marketing, Instagram is a good looking possibility.

Social Media Channels Dropping Steam in 2022


After a large number of acquisitions and near-revivals, Tumblr has but to recreate its early- to mid-2000s recognition. In line with our document, Tumblr is hottest with Millennials, however best 11% have visited the platform previously 3 months.

Tumblr 2022Unusually, Gen Z has visited Tumblr at just about the similar charge (10%). If truth be told, a document via Quartz discovered that 61% of latest Tumblr customers in 2022 had been underneath the age of 24. This begs a very powerful query: is every other revival across the nook?

Whilst it is nonetheless too early to name, we advise that specialize in platforms that pull more potent numbers for the target market you wish to have to focus on.


Despite the fact that Twitch is best canine within the live-streaming area, all primary streaming platforms — together with Twitch, Fb Gaming, and YouTube Reside — are seeing a drop in general hours watched this yr.

Within the remaining 3 months, best 15% of Millennials have visited Twitch, adopted via 13% of Gen Z, and 11% of Gen X.

Lowered viewership is not the one worry for Twitch — individuals are additionally streaming much less. 12 months-over-year, hours streamed at the platform declined 16% from 2021 to 2022.

In line with HubSpot’s Video Advertising and marketing Document, video entrepreneurs document low engagement and ROI at the platform, and best 10% of entrepreneurs plan to leverage Twitch for the primary time in 2022.

Again to You

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

In the long run, your choice will have to hinge on one the most important issue: your audience. Placing your target market on the middle of your social media technique way prioritizing the platforms that may achieve them maximum successfully.

And be mindful, social media advertising and marketing is all about experimenting. There is no wish to dedicate to at least one platform for the remainder of time — if truth be told, it can be helpful to run aspect experiments on other platforms to peer what effects you get.

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