Which social media channels are gaining and which are losing steam?
Posted: Sun Jan 19, 2025 3:24 am
These days, it seems like everyone is on social media. But make no mistake, reality shows that not everyone is on every channel.
As marketers, it’s important to know which social channels your audience prefers. For example, if you’re selling retirement homes, it’s okay to skip Snapchat, where only 3.7% of users are over 50.
HubSpot surveyed over 1,200 marketers around the world to find out philippines phone number material which social media channels are gaining momentum and which are lagging.
Read on to find out which platforms are most popular among marketers and consumers in 2023.
Social media channels that will gain traction in 2023
Instagram
According to SimilarWeb, the Instagram app has over 78 million monthly active users , making it one of the most popular apps today.
Still, the platform is expected to see further growth. The survey results show that 52% of marketers plan to increase their investment in that social media network during 2023. It also claims that 29% of them plan to invest more in Instagram than any other platform.
Marketers’ affinity for Instagram makes sense, considering that marketers in the survey indicated that the app produces the highest ROI and engagement compared to other social media platforms.
Instagram most ROI
Another reason for Instagram’s popularity among marketers is that the platform is at the forefront of leveraging the social selling trend. Instagram has the most developed in-app selling tools, compared to other platforms.
The survey shows that 80% of marketers believe that consumers will purchase products through social media apps more often than from a brand's website.
Marketers aren't the only ones using the platform.
Although Gen Z is the most frequent user of TikTok, they rank Instagram as their favorite social media app, just like Millennials.
Instagram is also holding steady among older audiences. In the past few months, 55% of Gen Xers have visited Instagram, followed by more than a quarter (27%) of Baby Boomers . However, if you’re specifically targeting this audience, Facebook or YouTube might be better options.
When it comes to marketing, over half of video marketers rank Instagram as the best platform for ROI, engagement, and lead generation. If you’re looking to get into video marketing, Instagram is an attractive option.
Facebook
Right behind Instagram, Facebook is expected to see exceptional growth in 2023. According to the survey, 23% of social media marketers plan to spend more on Facebook than any other platform, with 43% planning to increase their investment.
Additionally, 36% of social media marketers plan to use Facebook for the first time in 2023.
Facebook currently attracts 2.93 billion monthly users , more than any of its competitors. A high concentration of its audience belongs to Millennials, Gen Xers, and Baby Boomers.
In the past three months, a staggering 91% of Baby Boomers , 88% of Millennials , and 83% of Gen Xers have visited Facebook.
Additionally, Gen Xers and Baby Boomers rank Facebook as their favorite social media app and also their most visited. If you’re looking to target older demographics with social media marketing strategies , Facebook is your best bet.
That said, engagement drops significantly for Gen Z audiences.
Only 12% of Gen Zers say they use Facebook more than any other platform, and only 55% have visited it in the past 3 months.
As marketers, it’s important to know which social channels your audience prefers. For example, if you’re selling retirement homes, it’s okay to skip Snapchat, where only 3.7% of users are over 50.
HubSpot surveyed over 1,200 marketers around the world to find out philippines phone number material which social media channels are gaining momentum and which are lagging.
Read on to find out which platforms are most popular among marketers and consumers in 2023.
Social media channels that will gain traction in 2023
According to SimilarWeb, the Instagram app has over 78 million monthly active users , making it one of the most popular apps today.
Still, the platform is expected to see further growth. The survey results show that 52% of marketers plan to increase their investment in that social media network during 2023. It also claims that 29% of them plan to invest more in Instagram than any other platform.
Marketers’ affinity for Instagram makes sense, considering that marketers in the survey indicated that the app produces the highest ROI and engagement compared to other social media platforms.
Instagram most ROI
Another reason for Instagram’s popularity among marketers is that the platform is at the forefront of leveraging the social selling trend. Instagram has the most developed in-app selling tools, compared to other platforms.
The survey shows that 80% of marketers believe that consumers will purchase products through social media apps more often than from a brand's website.
Marketers aren't the only ones using the platform.
Although Gen Z is the most frequent user of TikTok, they rank Instagram as their favorite social media app, just like Millennials.
Instagram is also holding steady among older audiences. In the past few months, 55% of Gen Xers have visited Instagram, followed by more than a quarter (27%) of Baby Boomers . However, if you’re specifically targeting this audience, Facebook or YouTube might be better options.
When it comes to marketing, over half of video marketers rank Instagram as the best platform for ROI, engagement, and lead generation. If you’re looking to get into video marketing, Instagram is an attractive option.
Right behind Instagram, Facebook is expected to see exceptional growth in 2023. According to the survey, 23% of social media marketers plan to spend more on Facebook than any other platform, with 43% planning to increase their investment.
Additionally, 36% of social media marketers plan to use Facebook for the first time in 2023.
Facebook currently attracts 2.93 billion monthly users , more than any of its competitors. A high concentration of its audience belongs to Millennials, Gen Xers, and Baby Boomers.
In the past three months, a staggering 91% of Baby Boomers , 88% of Millennials , and 83% of Gen Xers have visited Facebook.
Additionally, Gen Xers and Baby Boomers rank Facebook as their favorite social media app and also their most visited. If you’re looking to target older demographics with social media marketing strategies , Facebook is your best bet.
That said, engagement drops significantly for Gen Z audiences.
Only 12% of Gen Zers say they use Facebook more than any other platform, and only 55% have visited it in the past 3 months.