March 29, 2024

Which Social Network Is The Right One For Your Organization?

Social Media Trends

Believe it or not, social media has existed in various forms since 1997. Despite the continual advancement of technology and the introduction of new platforms each year, most social media networks have seen only moderate growth recently, as noted in a new Pew Research Center study.

Although YouTube and Facebook continue to remain the dominant forces in social media across all age groups, their market share has remained steady since 2021.

Social media platform preferences have also remained relatively unchanged since 2021; adults under 30 years old continue to prefer Instagram, Snapchat, and TikTok, while those aged 30 to 49 are more inclined towards LinkedIn, WhatsApp, and Facebook.

As the “newer” platform, TikTok stands out for its notable growth. Currently, 33% of adults use the video-sharing platform, which represents a 12% increase from 2021.

Why This Matters

Social media connects people of all ages, and it seems almost every demographic can be found on each platform. However, understanding which demographics are using which platforms the most will help organizations create informed strategies to effectively reach more of their intended audience, especially when it comes to deciding where to place paid advertising.

To reach older demographics, leveraging Facebook and YouTube might be the most strategic choice. In contrast, to captivate a younger adult audience, crafting a strategy that includes short-form videos across multiple social media platforms may prove to be more effective.

Next Steps

Despite the static nature of social media usage rates, the content that resonates with users is constantly shifting. Consider analyzing your target audience’s preferences to help inform potential revisions to your social media strategy.

For a deeper dive into this study, click here.

If you’re wondering how to adapt your social media approach or just want to share your thoughts, simply reply to this email. I’d love to hear from you!

Shauna Goodison
Communications Manager |