Social media channels that will lose strength in 2023
Posted: Sun Jan 19, 2025 3:27 am
TikTok is known as the platform for Gen Z, and the data confirms this. In fact, more than half of Gen Z consumers are on TikTok.
In addition, members of Generation Z say it is the platform they use the most, ahead of Instagram, Snapchat and YouTube.
The phenomenon doesn’t stop there, though: TikTok is also gaining traction among other demographics. 36% of TikTok users in 2021 were between the ages of 35 and 54 , up 10% from the previous year. Usage among Baby Boomers remains low, however, with only 7% having visited the app in the past 3 months.
Although only 36% of social media marketers use the platform, poland phone number material those who do will increase their investment in it in 2023, more than marketers who invest in any other platform. In fact, 53% of them will increase their marketing investment on TikTok in 2023, and another 36% will continue to invest the same amount.
It’s also worth mentioning that TikTok has the highest engagement rate of all social platforms, averaging 10.85 minutes per session. In short, TikTok’s snack content is addictive for various age groups.
YouTube
YouTube has a user base of over 2 billion people and receives over 34 billion monthly views , according to data from SimilarWeb .
It’s popular among Gen Z, Millennials, and Gen X, in almost equal measure. In the past three months, 83% of Millennials visited the platform, followed by 81% of Gen Z and 79% of Gen X. For Baby Boomers, YouTube is the second-favorite social media app , falling behind only Facebook.
YouTube was also a favorite among video marketers. In fact, according to HubSpot’s Video Marketing Report , over a quarter of video marketers planned to spend on YouTube more than any other platform in 2022. Plus, they ranked it as the second-best platform for ROI.
Social media channels that will lose strength in 2023
Tumblr
After numerous acquisitions and quasi-revivals, Tumblr has yet to recreate the popularity it enjoyed in the early to mid-2000s. According to the report, Tumblr is most popular among Millennials, but only 11% of them have visited the platform in the past 3 months.
Surprisingly, Gen Z has been visiting Tumblr at almost the same rate ( 10 % ). In fact, a report from Quartz revealed that 61% of new Tumblr users in 2022 were under the age of 24. This raises an important question: will there be another renaissance?
While it’s still too early to tell, we recommend focusing on platforms that pull in stronger numbers for the audience you want to target.
►Twitch
While Twitch leads the live streaming space, all of the major streaming platforms — including Twitch , Facebook Gaming, and YouTube Live — are seeing a drop in total hours watched this year.
Over the past 3 months, only 15% of Millennials have visited Twitch, followed by 13% of Gen Z and 11% of Gen X. Declining
viewership isn’t the only concern for Twitch — people are also streaming less. Year-over-year, hours streamed on the platform decreased 16% from 2021 to 2022.
What is the best time to post on social media?
While social media platforms will continue to gain and lose traction among consumers and marketers, one reality remains constant: timing is everything.
Regardless of the platform you choose to invest in, it is essential to know the best time to post in order to increase your brand visibility.
In Hubspot’s Social Media Marketing Report , they asked over 300 social media marketers if their company used a schedule or calendar when posting content. 72% of professionals said yes.
Tools like HubSpot can effectively help professionals design and execute the right social media scheduling strategy; however, knowing when to post will help boost engagement . For
example, social media marketers working in Eastern Standard Time indicated the 6 p.m. to 9 p.m. time slot as the best time to post.
On the other hand, professionals who work during Pacific Standard Time said that 3 p.m. to 6 p.m. produced the best results.
However, the best time to post depends on your audience and when they are most active on social media. That said, here's a breakdown of what marketers say are the best times to post on each platform:
Facebook : from 6 to 9 pm, from 3 to 6 pm, and from 9 to 12 pm.
YouTube : 6 to 9 pm, 3 to 6 pm, and 12 to 3 pm.
Twitter : 6 to 9 pm, 3 to 6 pm, and 12 to 3 pm.
Instagram : 6pm to 9pm, 3pm to 6pm, and 9pm to 12pm.
LinkedIn : 6 to 9 pm, 3 to 6 pm, and 12 to 3 pm.
TikTok : 6 to 9 pm, 3 to 6 pm, and 12 to 3 pm.
Additionally, marketers argue that Fridays, Saturdays and Sundays are the best days to post on different social media platforms.
Coming back to you
One question remains: which channels are best for your social media marketing? Should you stick to mature platforms, like Facebook and YouTube, or try out new platforms, like TikTok?
Ultimately, your decision should come down to one crucial factor: your target audience. Putting your audience at the heart of your social media strategy means prioritizing the platforms that will reach them most effectively.
Remember: social media marketing is all about experimentation. You don’t need to commit to one platform forever – in fact, it can be helpful to run parallel experiments on different platforms to see what results you get.
In addition, members of Generation Z say it is the platform they use the most, ahead of Instagram, Snapchat and YouTube.
The phenomenon doesn’t stop there, though: TikTok is also gaining traction among other demographics. 36% of TikTok users in 2021 were between the ages of 35 and 54 , up 10% from the previous year. Usage among Baby Boomers remains low, however, with only 7% having visited the app in the past 3 months.
Although only 36% of social media marketers use the platform, poland phone number material those who do will increase their investment in it in 2023, more than marketers who invest in any other platform. In fact, 53% of them will increase their marketing investment on TikTok in 2023, and another 36% will continue to invest the same amount.
It’s also worth mentioning that TikTok has the highest engagement rate of all social platforms, averaging 10.85 minutes per session. In short, TikTok’s snack content is addictive for various age groups.
YouTube
YouTube has a user base of over 2 billion people and receives over 34 billion monthly views , according to data from SimilarWeb .
It’s popular among Gen Z, Millennials, and Gen X, in almost equal measure. In the past three months, 83% of Millennials visited the platform, followed by 81% of Gen Z and 79% of Gen X. For Baby Boomers, YouTube is the second-favorite social media app , falling behind only Facebook.
YouTube was also a favorite among video marketers. In fact, according to HubSpot’s Video Marketing Report , over a quarter of video marketers planned to spend on YouTube more than any other platform in 2022. Plus, they ranked it as the second-best platform for ROI.
Social media channels that will lose strength in 2023
Tumblr
After numerous acquisitions and quasi-revivals, Tumblr has yet to recreate the popularity it enjoyed in the early to mid-2000s. According to the report, Tumblr is most popular among Millennials, but only 11% of them have visited the platform in the past 3 months.
Surprisingly, Gen Z has been visiting Tumblr at almost the same rate ( 10 % ). In fact, a report from Quartz revealed that 61% of new Tumblr users in 2022 were under the age of 24. This raises an important question: will there be another renaissance?
While it’s still too early to tell, we recommend focusing on platforms that pull in stronger numbers for the audience you want to target.
►Twitch
While Twitch leads the live streaming space, all of the major streaming platforms — including Twitch , Facebook Gaming, and YouTube Live — are seeing a drop in total hours watched this year.
Over the past 3 months, only 15% of Millennials have visited Twitch, followed by 13% of Gen Z and 11% of Gen X. Declining
viewership isn’t the only concern for Twitch — people are also streaming less. Year-over-year, hours streamed on the platform decreased 16% from 2021 to 2022.
What is the best time to post on social media?
While social media platforms will continue to gain and lose traction among consumers and marketers, one reality remains constant: timing is everything.
Regardless of the platform you choose to invest in, it is essential to know the best time to post in order to increase your brand visibility.
In Hubspot’s Social Media Marketing Report , they asked over 300 social media marketers if their company used a schedule or calendar when posting content. 72% of professionals said yes.
Tools like HubSpot can effectively help professionals design and execute the right social media scheduling strategy; however, knowing when to post will help boost engagement . For
example, social media marketers working in Eastern Standard Time indicated the 6 p.m. to 9 p.m. time slot as the best time to post.
On the other hand, professionals who work during Pacific Standard Time said that 3 p.m. to 6 p.m. produced the best results.
However, the best time to post depends on your audience and when they are most active on social media. That said, here's a breakdown of what marketers say are the best times to post on each platform:
Facebook : from 6 to 9 pm, from 3 to 6 pm, and from 9 to 12 pm.
YouTube : 6 to 9 pm, 3 to 6 pm, and 12 to 3 pm.
Twitter : 6 to 9 pm, 3 to 6 pm, and 12 to 3 pm.
Instagram : 6pm to 9pm, 3pm to 6pm, and 9pm to 12pm.
LinkedIn : 6 to 9 pm, 3 to 6 pm, and 12 to 3 pm.
TikTok : 6 to 9 pm, 3 to 6 pm, and 12 to 3 pm.
Additionally, marketers argue that Fridays, Saturdays and Sundays are the best days to post on different social media platforms.
Coming back to you
One question remains: which channels are best for your social media marketing? Should you stick to mature platforms, like Facebook and YouTube, or try out new platforms, like TikTok?
Ultimately, your decision should come down to one crucial factor: your target audience. Putting your audience at the heart of your social media strategy means prioritizing the platforms that will reach them most effectively.
Remember: social media marketing is all about experimentation. You don’t need to commit to one platform forever – in fact, it can be helpful to run parallel experiments on different platforms to see what results you get.