Social Media In 2024: YouTube & Facebook On Top, TikTok Growing

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A recent survey conducted by the Pew Research Center has shed light on the social media habits of adults in the United States, revealing that YouTube and Facebook continue to dominate as the most frequently used platforms. However, there has been a notable surge in TikTok’s popularity.

The survey indicates that YouTube and Facebook maintain their positions as the top online platforms for U.S. adults, boasting usage rates of 83% and 68%, respectively.

Around 50% of adults in the U.S. utilize Instagram, while platforms such as Pinterest, TikTok, LinkedIn, WhatsApp, and Snapchat have usage rates ranging from 27% to 35%.

This year’s survey introduced questions about BeReal, a newer photo-sharing app, which currently holds a modest 3% usage rate among U.S. adults.

Notably, the percentage of U.S. adults using TikTok has surged from 21% in 2021 to 33% presently, marking a significant growth trajectory that surpasses the more modest or stagnant rates observed for other social media platforms during the same period.

Age Disparities In Social Media Use

The survey findings highlight variations in social media platform usage among different age groups. Adults under 30 demonstrated a greater likelihood of using Instagram, Snapchat, and TikTok compared to older adults.

For instance, 78% of individuals aged 18-29 reported using Instagram, a figure significantly higher than the 15% reported by adults aged 65 and over. Similarly, Snapchat and TikTok displayed similar usage trends, with younger adults showing notably higher rates of engagement.

In contrast, platforms like YouTube and Facebook exhibited more consistent usage across age groups, although younger adults still displayed higher levels of engagement on these platforms compared to their older counterparts.

Demographic Differences In Social Media Use

The Pew Research Center study unveiled demographic disparities in social media platform utilization:

  • Instagram: Enjoying greater popularity among Hispanic and Asian adults, women, and individuals with some college education.
  • TikTok: Demonstrating higher usage rates among Hispanic adults and women.
  • LinkedIn: Garnering the most popularity among Americans with higher educational attainment.
  • Twitter (now “X”): Usage tendencies aligning with higher household incomes.
  • Pinterest: Notably more favored among women.
  • WhatsApp: Utilized more frequently by Hispanic and Asian adults.

Takeaways For Social Media Marketers

The latest findings from the Pew Research Center regarding social media usage in the United States offer valuable insights for social media marketers to consider when shaping their marketing strategies:

  • YouTube’s widespread appeal across all age groups underscores its importance as a platform for video campaigns targeting diverse audiences.
  • Facebook’s large user base and sophisticated advertising tools make it a vital channel for reaching varied demographics through targeted advertising.
  • TikTok’s rapid growth, particularly among younger users, presents opportunities for brands to capitalize on its dynamic and viral nature for marketing purposes.
  • Instagram’s popularity among youth and minority communities, such as Hispanics and Asians, makes it a suitable platform for campaigns targeting these specific demographics.
  • LinkedIn’s focus on educated professionals makes it a prime platform for B2B marketing initiatives, thought leadership content, and employer branding efforts.
  • The increasing popularity of short-form video content, exemplified by TikTok, underscores the effectiveness of bite-sized, engaging videos in capturing users’ attention.
  • Niche platforms like Pinterest, Snapchat, and WhatsApp, while smaller in scale, offer opportunities for targeted niche marketing efforts.
  • Emerging platforms like BeReal may provide early adopters with a competitive edge as they expand and attract users.
  • Platforms like Snapchat and TikTok are crucial for engaging with users under the age of 30, given their significant presence in this demographic.
  • Cross-platform campaigns allow marketers to extend their reach and maintain a cohesive message across different social media channels.
  • Platforms that are particularly popular among specific demographic groups, such as Hispanics, Asians, and higher-income households (e.g., WhatsApp and Twitter), should be leveraged when targeting those audiences.

By incorporating these insights into their strategies, marketers can tailor their approaches to specific platforms, demographics, and emerging trends, ultimately enhancing their social media engagement and maximizing returns on their marketing investments.


The Pew Research Center conducted a survey involving 5,733 U.S. adults from May 19 to September 5, 2023. Ipsos conducted the survey using both online and mail methodologies to ensure a demographically representative sample of the U.S. adult population. The survey results were weighted by factors such as gender, race and ethnicity, education, and others to align with U.S. Census benchmarks.

This survey marked a shift from traditional phone polling to a combination of web and mail methodologies. The Pew Research Center has provided comprehensive details on the survey methodology and the potential implications of this change for those interested in gaining a deeper understanding of the data collection process.

Original news from SearchEngineJournal