Social media use trends and insights for marketing professionals

New data in Pew Research Center’s 2025 survey reveals how Americans use online platforms, how these patterns are shifting, and what this means for brands aiming to strengthen digital engagement. Use behaviours varying sharply by age, gender, race and ethnicity, education, and political affiliation, so marketing decision makers should adapt their strategies to match the changing landscape. This article distils some insights and translates them into practical actions for marketing teams.

Platform dominance and overall use

The data confirms that YouTube and Facebook remain the two main social media platforms among US adults, with 84% using YouTube and 71% using Facebook. Instagram is the only other platform with use by at least half of adults (50%). Meanwhile, TikTok (37%), WhatsApp (32%), Reddit (26%), Snapchat, and X have more modest but meaningful user bases.

Action points for marketers

• Allocate ad spend proportionally: Ensure YouTube and Facebook remain core pillars of your paid strategy, given their broad reach.
• Invest in vertical content on Instagram and TikTok for younger and more engaged audiences.
• Diversify for niche communities: Consider Reddit and WhatsApp for segmented campaigns and community-led campaigns.

Growth trends in platforms

Four platforms – TikTok, Instagram, WhatsApp, and Reddit – have shown notable growth recently. TikTok use has risen from 21% in 2021 to 37% in 2025; WhatsApp has climbed from 23% to 32%; Reddit from 18% to 26%. YouTube and Facebook remain stable at the top, but are not growing in reach.

Action points

• Brands targeting younger or more digitally dynamic audiences should increase investment in TikTok and Instagram.
• WhatsApp and Reddit can be used to experiment with conversational marketing or interest-based outreach.
• Presence on Facebook and YouTube should continue.

Age-based differences in platform use

Age is the strongest determinant of platform choice. Under 30’s are more likely to use Instagram, Snapchat, TikTok, and Reddit, with 80% of 18-29 year-olds using Instagram compared with just 19% of those 65+. YouTube and Facebook are the only platforms used by a majority in all age groups.

Action points

• For Gen Z and millennials, focus on Instagram, TikTok, Snapchat, and Reddit; Facebook and YouTube for Gen X and Boomers.
• Adapt tone and style: Younger audiences expect authenticity and humour; older audiences want value and clarity.

Differences in gender, race, ethnicity, education

Women are more likely than men to use Facebook, Instagram, and TikTok, while men are in the majority on Reddit and X. Racial and ethnic differences are notable: Hispanic, Asian, and Black adults are more likely than White adults to use Instagram, TikTok, and WhatsApp. Adults with a higher level of education use Reddit, WhatsApp, and Instagram at above-average rates.

Action points

• Localise messaging for multicultural audiences: WhatsApp and Instagram should be core channels for culturally targeted messaging.
• Get gender-informed: TikTok and Instagram for campaigns targeting women; Reddit for male-oriented segments.

Political segmentation and platform preference

Political affiliation influences platform use: the Left leans toward WhatsApp, Reddit, TikTok, Bluesky, and Threads, while Republicans are more likely to use X and Truth Social. Although X use has shifted politically over time, the platform still plays a distinct albeit baneful role in the social ecosystem.

Action points

• Deploy political-segmentation cautiously: For brands engaging in civic or issue-based advertising, platform choice can significantly influence reception. So, if a brand operates in policy-adjacent sectors (finance, energy, healthcare), adapt your media mix according to platform demographics.

Daily use and engagement frequency

Daily engagement varies widely in platforms. Around half of US adults visit Facebook and YouTube daily, with particularly high intensity on Facebook (37% several times a day). TikTok boasts 24% daily use, especially among under-30s. X’s daily use is far lower at 10%. Younger adults are significantly more active daily on YouTube and TikTok, while middle-aged users are the most frequent daily visitors to Facebook/Meta.

Action points

• Prioritise high-frequency platforms for always-on content: Facebook and YouTube for consistent visibility.
• TikTok for peak engagement: Short-form, time-sensitive content performs well with younger, daily users.
• Facebook audiences prefer fewer, more valuable posts; younger TikTok audiences expect rapid, trend-led content.

What the findings mean for marketing leaders

The social media environment needs agility. Consumers’ digital behaviour is fragmented along demographic and cultural lines. Marketing leaders should commit to a diversified channel portfolio, segment their markets, and experiment with emerging platforms (Threads, Bluesky, and niche communities), particularly where early adopters gather.

It’s important to consider content formats according to age group, prioritising short-form video for younger audiences, and value-focused formats for older ones.

In short, demographic differences are strategic opportunities, not tactical details.

(Image source: “Speeches, London Copyfighters’ Drunken Brunch and Talking Shop speeches at Speakers’ Corner, Hyde Park, London” by gruntzooki is licensed under CC BY-SA 2.0.)

Find out more about the Digital Marketing World Forum series and register here.