New data from Pew Research Center shows that YouTube and Facebook continue to be the leading social media platforms in the U.S., with 84% of adults using YouTube and 71% using Facebook. However, emerging platforms like TikTok, Instagram, WhatsApp, and Reddit are seeing impressive growth, indicating shifting trends in social media adoption.

The report, which surveyed 5,022 U.S. adults, highlights changes in platform preferences and usage frequency, providing valuable insights for marketers and content creators.

YouTube and Facebook Maintain Strong Dominance

• YouTube remains the most widely used social platform in the U.S., with 84% of adults reporting usage, followed by Facebook at 71%.
• Instagram is the only other platform to reach over 50% adoption, now at 50% of U.S. adults, up from 40% in 2021.

TikTok Continues to Gain Ground

• TikTok has seen steady growth, with 37% of adults using the platform, up from 21% in 2021.
• 24% of TikTok users visit the platform daily, showcasing its increasing popularity among U.S. adults.

WhatsApp and Reddit See Notable Increases

• WhatsApp adoption has grown to 32% of U.S. adults, rising from 23% in 2021.
• Reddit also saw growth, reaching 26% usage, compared to 18% four years ago.

Newer Platforms Struggling to Gain Traction

• Threads has only achieved an 8% adoption rate among U.S. adults.
• Bluesky and Truth Social have even smaller user bases, with adoption rates at 4% and 3%, respectively.

Frequency of Platform Usage

• Facebook remains the platform with the highest daily engagement, with 52% of adults using it every day, and 37% checking it multiple times daily.
• YouTube follows closely, with 48% of adults using it daily and 33% visiting multiple times per day.
• TikTok sees 24% daily usage, while X (formerly Twitter) maintains 10% daily usage.

Demographic Breakdown of Platform Use

Age is a significant factor in social media usage:

• YouTube and Facebook see widespread usage across all age groups, but younger adults dominate YouTube at 95% versus 64% of those 65+.
• Instagram sees 80% usage among 18-29-year-olds, compared to only 19% of adults aged 65+.
• TikTok and Snapchat also show large gaps, with 63% of 18-29-year-olds using TikTok, compared to just 5% of seniors.

Gender differences are also notable:

• Women are more likely to use Facebook (78% vs. 63%), Instagram (55% vs. 44%), and TikTok (42% vs. 30%).
• Men tend to favor platforms like X (formerly Twitter) (29% vs. 15%) and Reddit (37% vs. 15%).

Education also impacts platform usage:

• Adults with college degrees are more likely to use Reddit (40%), WhatsApp (41%), and Instagram (58%) than those with a high school education or less.

Why This Matters

These insights into user behavior and platform preferences provide valuable guidance for marketers and content creators. YouTube and Facebook remain the top choices for reaching a wide, general audience. Meanwhile, TikTok, Instagram, WhatsApp, and Reddit cater to more specific, younger, and diverse demographics.

Tailoring content strategies to each platform’s user base is essential, as YouTube and Facebook provide broad reach, while newer platforms like TikTok offer higher engagement with specific groups.

Looking Ahead

Pew’s data shows gradual but consistent shifts in platform usage. Younger adults are embracing TikTok, Instagram, and Reddit, while older generations continue to favor YouTube and Facebook. Platforms like Threads and Bluesky remain niche, but could serve as testing grounds for politically active or early-adopter users.

The data provides a benchmark for monitoring future trends and shifts in social media consumption. As platforms evolve, marketers should stay agile and tailor their strategies to the changing preferences of age, gender, and education demographics.