The news: TikTok and Instagram are shifting where marketers can reliably reach and influence their audiences, though YouTube and Facebook remain Americans’ most widely used social platforms.

• Usage of TikTok and Instagram continues to rise—37% of US adults say they have used TikTok as of this year, up from 21% in 2021, and 50% have used Instagram, up from 40% in the same time span, per Pew Research.
• YouTube and Facebook engagement has remained relatively stable, as 84% of US adults have used YouTube and 71% have used Facebook.

Why it matters: YouTube and Facebook are mature in reach because most US adults are there and usage is stable. But more platforms are being used than ever before, meaning marketers need to navigate an ever-fragmented social media ecosystem.

A dual strategy where brands maintain presences on major platforms and strategically invest in minor ones is becoming essential, as a sizable share of the population is on smaller platforms like Reddit (26%) and X (21%).

The opportunity: Daily use numbers matter, as platforms with high daily usage offer more opportunities for message reinforcement and brand awareness. TikTok’s and X’s daily use remains lower than Facebook’s and YouTube’s, offering less saturation and more potential for early-mover brands, but also less consistent visibility compared with mature platforms.

Digging deeper: Age, gender, and education all influence platform choice, meaning choice of media mix should differ depending on who brands want to reach.

• Brands aiming for consumers ages 18 to 29 should prioritize Instagram and TikTok, while Facebook and WhatsApp remain crucial for older audiences.
• Niche platforms like Reddit can offer more engagement for specialized audiences, such as those who are highly educated and tech-savvy.
• Women stand out in their use of Facebook—78% have used the app, compared with 63% of men, while men are more likely to use X and Reddit.

What brands should do: Identify key audiences and avoid a one-size-fits-all approach across platforms. For brands aiming for broad appeal, mature platforms are still essential. For brands courting younger or niche groups, investing deliberately in emerging platforms could yield better ROI and visibility.

Brands should also rebalance media mix regularly to capitalize on platform maturity and develop platform-specific content, especially for short-form services such as TikTok and Instagram Reels and long-form friendly sites like YouTube.

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