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 vital to know your viewers’s favourite social channels. As an illustration, in case you’re promoting retirement houses, it is protected 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 shoppers in 2023.

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


Social Media Channels Gaining Steam in 2023


Based on SimilarWeb, the Instagram app has over 78 million month-to-month lively customers, making it one of the fashionable apps as we speak.

And Instagram is anticipated to see extra development. 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 smart, 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 reputation amongst entrepreneurs is that the platform is main the cost in leveraging the social promoting pattern. Instagram has probably the most developed in-app promoting instruments of any platform. Our survey reveals that 80% of entrepreneurs imagine shoppers will purchase merchandise by way of social media apps extra usually 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 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, in case you’re focusing on these audiences particularly, Fb or YouTube might be a greater possibility.

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


Proper behind Instagram, Fb is anticipated to see distinctive development in 2023. Based on 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 the moment attracts 2.93 billion month-to-month customers, greater than any of its opponents. 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 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 every other platform, and solely 55% have visited Fb up to now three months.


TikTok is named the platform for Gen Z — and the information confirms it. Actually, over half of Gen Z shoppers 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 be choosing up steam with different demographics. 36% of TikTok customers in 2021 have been between 35 and 54 years outdated, a ten% enhance 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.

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 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 fee out of every other social platform, averaging 10.85 minutes per session. Briefly, TikTok’s snackable content material is addictive for quite a lot of age teams.


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

consumers favorite social channels: YouTubeYouTube is fashionable 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 response to HubSpot’s Video Advertising and marketing 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 reputation. Based on our report, Tumblr is hottest with Millennials, however solely 11% have visited the platform up to now three months.

Tumblr 2022Surprisingly, Gen Z has visited Tumblr at almost the identical fee (10%). Actually, a report by Quartz discovered that 61% of recent Tumblr customers in 2022 have been underneath the age of 24. This begs an vital 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 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 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 — persons are additionally streaming much less. 12 months-over-year, hours streamed on the platform declined 16% from 2021 to 2022.

When is the very best time to submit on social media?

Whereas social media platforms will proceed to fall out and in of favor with shoppers and entrepreneurs, one factor stays fixed — timing is the whole lot. Regardless of which platform you select to put money into, it is vital to know the very best time to submit to spice up your model’s visibility.

In our Social Media Advertising and marketing 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 appropriate social media scheduling technique; nevertheless, figuring out when to submit will assist enhance engagement.

For instance, social media entrepreneurs working in Japanese Normal Time reported 6-9 p.m. as the very best time to submit.

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

Nevertheless, the very best time to submit is determined by 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 very best time to submit 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 very best days to submit throughout social media platforms.

Again to You

One query stays: what channels are finest in your social media advertising? Do you have to follow mature platforms, like Fb and YouTube, or check 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 isn’t any must commit to 1 platform for the remainder of time — the truth is, it might be helpful to run aspect experiments on completely different platforms to see what outcomes you get.

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