Social media is continuing to grow in popularity, with new platforms popping up all the time. In this blog post, we will take a look at the largest social media channels in 2022 based on user numbers. Keep in mind that these numbers can change over time, but they provide a good starting point for understanding where social media is headed and where you should spend your digital marketing budget.
Unsurprisingly, Facebook is still the largest social media platform in the United States, with nearly 228 million people having an account. In terms of the population, this means that nearly three-quarters of the country have a Facebook account. This platform is popular for a variety of reasons, including staying in touch with friends and family, sharing news and experiences, connecting with like-minded people, and following businesses and brands.
While many new social media platforms have joined the industry over the years, Facebook has managed to maintain its stronghold. In fact, the platform has only continued to grow in popularity, with more and more people signing up for an account each year.
Instagram is the second-largest social media platform in the United States, with over 186 million users. This platform is especially popular among younger users, with around 70% of 18 to 29-year-olds using Instagram.
While originally designed as a platform for sharing photos and videos, Instagram has since evolved into so much more. It’s now possible to shop directly from brands, book appointments, and even make donations – all without ever leaving the app. As the app continues to expand, it attracts older audiences (a trend that will likely continue in the coming years!).
Although the newest name on this list, TikTok has quickly become one of the most popular social media platforms – especially among Gen Z users. In just a few short years, TikTok has amassed 130 million users and has now officially surpassed Twitter with its user base.
What’s even more impressive is that TikTok isn’t just popular in the United States – it’s popular all over the world. In fact, TikTok is so popular that it’s been banned in several countries (including India and Pakistan) due to fears that it could be used to spread “fake news” and other harmful content.
From a marketing perspective, TikTok presents a unique opportunity for brands to reach a young, engaged audience; this is why nearly every digital marketing agency in America is now offering TikTok services to clients. TikTok users are highly active on the platform and are always looking for new, creative content to consume. If your brand can produce quality TikTok videos, you could see a significant increase in engagement and reach.
Rounding off the four major social media platforms in the United States, we find Twitter with 128 million users. While this number is significantly lower than that of Facebook and Instagram, it’s important to remember that Twitter is a very different kind of social media platform.
Twitter is known as a microblogging platform and is mostly used for sharing short snippets of text, usually combined with images or videos. This makes it ideal for brands that want to share quick updates, news, or announcements with their followers.
Interestingly, there is another platform with over 100 million users in the United States and it’s Pinterest. While most businesses automatically think about Facebook and Instagram, it’s important not to sleep on the likes of Pinterest. With the right strategy, you can generate a healthy ROI on the platform. Meanwhile, both Reddit and LinkedIn have 80+ million users.