Everyone is using social media. Not everyone is on all the channels.
Knowing your audience's favorite social channels is important as a marketer. For instance, if you're selling a retirement home, it's a good idea to go with a different app.
In order to find out which social media channels are gaining steam and which are falling behind, HubSpot conducted a survey of over 1,000 consumers. Which platforms are most popular with consumers in the future?
More people use Facebook than any other social platform. Baby Boomers, Gen X-ers, andMillennials make up a high percentage of its audience.
In the last three months, baby boomers, young people, and older people have all visited Facebook.
Gen X and Baby Boomer rank Facebook as their favorite social media app. If you want to target older people, Facebook is the best place to start.
Engagement goes down for Gen Z. Only 12% of Gen Z-ers say they use Facebook more than any other platform, and only 45% have visited Facebook in the last three months.
Data shows that TikTok is the platform for Gen Z. Over 50% of Gen Z consumers are on TikTok. According to Gen Z-ers, TikTok is the platform they use most, and it pulls ahead of other platforms.
TikTok is doing well with other demographic as well. There was a 10% increase in the number of people between the ages of 35 and 54 using TikTok. In the last three months, only 7% of Baby Boomer's have visited the app.
TikTok has the highest engagement rate out of all the social platforms at 10.85 minutes per session. TikTok's snackable content is addictive for many age groups.
According to data we pulled from SimilarWeb, YouTube has a user base of 2 billion and receives 34 billion visits a month.
It's almost as popular with Gen Z and Gen X as it is with the other two groups. In the last three months, 85% of Gen Z have visited YouTube, and 80% of Gen X have done the same. YouTube is the second most popular social media app for baby boomers.
A lot of video marketers like to use the video sharing site. According to the video marketing report, more than a quarter of video marketers plan to invest in YouTube. Video marketers ranked YouTube as the second best platform for return on investment.
The app has over 78 million monthly active users, making it one of the most popular.
Although Gen Z visits TikTok the most, they think of it as their favorite app.
The social media site is holding up well with older people. In the last three months, more than half of Gen X-ers have visited the photo sharing site. If you want to target these audiences specifically, Facebook or YouTube are better options.
More than half of video marketers think thatInstagram is the best platform for lead generation, engagement, and return on investment. If you want to learn more about video marketing, you should check out the social media site.
The early-2000s popularity of the site has yet to be recreated.
In the past three months, only a small number of people have visited the platform.
It's surprising that Gen Z has visited the same website. According to a report by Quartz, more than half of the new users on the site were under the age of 25. Is another revival about to happen?
It's too early to say, but we recommend that you focus on platforms that pull bigger numbers for your audience.
All major streaming platforms are seeing a decrease in total hours watched this year.
In the last three months, only 15% of the younger generation have visited the video sharing site.
The decrease in viewers isn't the only concern for the platform. There was a decline in hours streamed on the platform over the course of the year.
Only 10% of marketers plan to use twitch for the first time in 2022, and video marketers report low engagement and ROI on the platform.
What channels are best for your marketing? Should you test the waters with new platforms like TikTok or stick to mature platforms like Facebook?
Your target audience is one of the most important factors to consider when making a decision. It's important to put your audience at the center of your social media plan.
Social media is all about experimentation. It's not necessary to commit to a single platform for the rest of time, and it may be useful to run side experiments on different platforms to see what happens.
The story was originally published on September 19th, but was updated on September 19th.
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