The fastest growing social media platform in 2024 [New Data]

Do individuals nonetheless use Fb? Is BeReal the following massive factor but? And is TikTok nonetheless just for Gen Z?

When you’re searching for solutions to those questions, I’ve bought them.

We requested 700+ US adults in regards to the social media platforms they use in Could 2023 and once more in January 2024 to see which apps are rising and that are slowing. Here’s what I gleaned from the information.

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Social media utilization in 2023 vs 2024

Surprisingly, 87% of US adults use social media. However which platform are they utilizing probably the most?

Listed below are some fast information in regards to the high platforms US customers use in 2024, retaining in thoughts that this checklist could differ in different international locations.

• Fb (71%), YouTube (61%), and Instagram (42%) are the preferred social media apps.
• Lemon8 (+200%), Tumblr (+20%), and TikTok (+9%) noticed probably the most progress after 2023.
• Reddit (28%), X/Twitter (23%), and LinkedIn (22%) noticed the largest declines.
• Fb is the preferred social media platform for over 28s, with Gen Z’s favourite platform being TikTok.

It’s attention-grabbing to match these progress figures with social media entrepreneurs’ predictions for 2024 In 2023, social media entrepreneurs rated Instagram as having the best progress potential, adopted by TikTok and Fb. At the moment, Instagram was utilized by 65% ​​of entrepreneurs, TikTok by 36% and Fb by 67%.

By way of subscribers, amongst these three apps, TikTok has grown probably the most (+9% YoY), adopted by Instagram (+5% YoY) adopted by Fb (+4% YoY).

Social media entrepreneurs’ use of the apps they predicted would develop probably the most truly fell YoY: Instagram use fell -20% YoY, TikTok -5% YoY, and Fb -7% YoY.

With that, let’s dive deeper into the quickest rising platforms.

Quickest rising social media platform

1. Lemon8

Lemon8 noticed +200% YoY progress in utilization from prospects surveyed in our 2024 Client Traits Survey. It’s a photo-sharing app (owned by ByteDance, TikTok’s dad or mum firm) and has been described as an Instagram-Pinterest hybrid.

It is solely been accessible within the US for a 12 months and a half, so why is it so common?

For starters, Lemon 8 is a platform for customers. It is centered round user-generated and natural content material, which is a welcome respite for customers who could really feel that hottest social media platforms are brand-forward and too marketable.

Customers additionally care that the content material they see on social media is genuine and relatable, so the content material they see from different customers speaks on to that curiosity. Most individuals who use the app say they do it to get concepts and inspiration and to share their very own images/movies.

As with all rising platforms, there isn’t any assure that Lemon8 will final, so my recommendation to manufacturers/companies is to safe your deal with on the platform and see what’s trending for customers all in favour of your area of interest.

You can too use the platform for influencer advertising and marketing. When you create an account and discover common influencers/creators in your area of interest, you possibly can type partnerships with them to create consciousness for what you provide their customers.

2. Tumblr

Tumblr, launched in 2007, is a microblogging website the place customers can share textual content and multimedia posts. It has grown by +8% since 2023 and its customers say they use the platform to seek out leisure content material (28%) and sustain with information/cultural traits (28%).

So, 17 years later, how is it nonetheless going robust?

I believe Tumblr is so common as a result of it is a community-based platform. You are nearly 100% assured to seek out individuals who share your identical pursuits and be capable to fill your feed with content material that solely speaks to your pursuits.

It is a personality-driven platform, permitting customers to really feel like they are often themselves, particularly in the event that they’re concerned within the communities they’re most all in favour of.

Tumblr is mainly fandom central — a judgment-free zone for individuals to seek out their individuals.

3. TikTok

Regardless of TikTok’s ongoing regulatory issues, individuals are beginning to use the channel for the primary time, and people who prefer it are sticking round.

Between Could 2023 and January 2024, TikTok utilization amongst our surveyed customers grew +20% YoY. Consumption has elevated throughout all generations, particularly the aged who as soon as appeared fully disinterested.

The variety of Boomers utilizing TikTok grew by +60% YoY and +12% YoY for Gen X, once more displaying that they’re catching on to many viral Gen Z traits and apps. From our analysis, we estimate that one in three American adults now use TikTok.

I attribute this progress to the recognition of short-form video, which has fully stolen the present in recent times. Customers inform us that, of all of the varieties of content material they watch on social media, they take pleasure in short-form movies probably the most – simply what TikTok provides.

Customers are purchasing extra socially, which is what TikTok provides. The truth is, TikTok is the second-most doubtless app that buyers have used to make purchases previously three months.

When you’re not on TikTok but, you must put it in your radar and think about whether or not the app is smart on your model. Simply do not forget that making a profitable technique would require some video-related time and assets, in addition to person analysis into all of the traits occurring on the market.

When you use it, you may doubtless reap the advantages: Social media entrepreneurs usually tend to price TikTok as having a excessive ROI and say that short-form movies (which TikToks are) have had the best ROI this 12 months.

You’ll be able to be taught extra about TikTok advertising and marketing right here.

6. Instagram

It is no shock that Instagram is a favourite amongst a number of generations. Between Could and January, our surveyed prospects noticed a +5% enhance in utilization.

Whereas the channel continues to win over Z Z and appeal to the eye of Boomers, it could lose a few of its millennial viewers. Beneath are only a few fast information.

• About 42% of US adults use Instagram, up 5% from final Could.
• Instagram noticed the largest progress with Child Boomers, with +53% progress (from 15% to 23%).
• There was an 8% drop in utilization amongst Gen X, from 51% to 47%.
• Regardless of being among the many high three favourite apps of Gen Z and Millennials, progress was comparatively small, rising 1% and a couple of% respectively.

4. Fb

Fb turns 20 this 12 months, and utilization amongst customers has grown +4% YoY As of April 2024, it’s the preferred social community worldwide and the favourite platform for customers over the age of 28.

Regardless of the most important privateness points it faces (Mark Zuckerberg was required to testify to Congress a couple of information leak), it is nonetheless going robust. I believe its continued progress and shopper curiosity is because of its novelty—it was one of many first three trendy social media platforms (after LinkedIn and MySpace).

Now that we have coated a few of the quickest rising social media platforms, listed here are those that can decelerate in 2024.

Which platforms are shedding steam?

Probably the most notable change from 2023 is BeReal, which led the pack with 313% utilization progress, with 0% change this 12 months.

Twitch, LinkedIn, and X/Twitter have been additionally a part of the group with excessive progress, however all three skilled vital declines.

I used to be stunned to see LinkedIn and Twitch drop off, however not X/Twitter. Its 22% decline aligned with Elon Musk’s controversial takeover.

To dive deeper into the adjustments, click on right here to be taught why Reddit, Pinterest and YouTube could also be shedding steam in comparison with their competitors.

Need extra social media insights? I additionally advocate testing these useful assets:

Extra social media insights

When you’re searching for extra social media insights, I like to recommend diving into your 2024 State of Social Media Reporting.

That is primarily based on the outcomes of a survey we performed of 1,500+ social media entrepreneurs. You may be taught all about the right way to drive group, gross sales, and virality, and the very best half is that the report is free to obtain.

Try our free 2024 Social Media Traits report beneath.