Before formulating a social media marketing strategy for your e-commerce company, you must first understand the usage of social media across different countries and communities. With the increased penetration and usage of social media, you should start your marketing activities by focusing on platforms where you can find most of the target audience. To achieve that, you must ascertain which social media site has the majority of users.
In this article, I have discussed the most popular social media platforms used in the USA which would help you to establish your online store.
But before that, I’ll take you through the social media user’s behavior and how their preferences mold the marketing campaigns.
What is the world’s largest and most popular social media platform?
Without giving a second thought, Facebook is the Market leader and the first social network to exceed one billion registered accounts and currently sits at more than 2.9 billion monthly active users.
Meta Platforms owns four of the biggest social media platforms, all with over one billion monthly active users each:
- Facebook (core platform)
- Facebook Messenger
Why do individuals use social media?
People with different needs use different platforms, and identifying these needs is the best way to design an individual campaign and achieve activity objectives.
The chart below shows the reasons for each social media platform user.
Therefore, by exploring the needs of your target audience, you can potentially reach out to the majority of the right social media users.
Now you might be thinking what could be another factor that can affect preferences for using social media platforms.
Show More... Let’s have a look at the chart given below: This chart depicts that a marketer needs to analyze the demographics of target audiences. From GWI’s research, it is found that younger people are more likely to use Instagram at least in most Western markets-whereas older generations tend to prefer Facebook and WhatsApp. However, there are significant variations in these preferences exist at the country level too. People are using more than one social media platform at the same time which overlaps the user base and advertising target audience. The chart below shows current data from GWI that depicts this overlapping. By analyzing the social media user’s behavior, you can get valuable deep insights about the target audience. This would help you in building an effective social media “mix” or digital marketing plan. But, this data tells us that marketers don’t necessarily cater to all the platforms at the same time to maximize their reach. However, if the reach is your main goal, you can concentrate on just one or two of the larger platforms. I have collected the latest data, insights, and trends that would help you to analyze people’s behavior in the USA using social media platforms and other digital services in 2023. According to the DataReportal, 246 million social media users were reported in the United States of America in January 2023. At the beginning of 2023, the proportion of social media users to the total US population was equal to 72.5%. Out of these, about 88.6% are social media users aged 18 and above. More broadly, 79 % of the United State’s total internet user base (regardless of age) used at least one social media platform in January 2023. At that time, 53.9 % of the USA’s social media users were female, while 46.1 % were male. This shows that females use social media platforms more frequently as compared to males. Here’s the list of the most important social media platforms operating in the USA. The current United States data depicts that Facebook is taking the lead. It secures the first position on the list of the top social media platforms in the US, with approx three in four 74.2% adults using it. At the beginning of 2023, Facebook’s ad reach in the USA was equal to 51.6 % of the total population. About 54.7% of Facebook’s ad audience in the USA was female, while 45.3% was male. However, Facebook doesn’t allow individuals aged 13 and above to use its platform. Still, it’s worth seeing that 60.9 % of the “eligible” audience in the USA uses Facebook in 2023. Metadata tool indicates that the number of users that marketers can reach with Facebook’s ads in the US decreased by 4.7 million or 2.6% between 2022 and 2023. Youtube is the second most important social media platform in the USA. To become prominent on YouTube, keyword optimization is required. Google’s advertising resources show that YouTube had 246 million users in the US at the start of 2023. However, the company’s original data depicts that YouTube’s ad reach was equal to 72.5% of the US total population. From this perspective, YouTube ads reached 79% of the USA’s total internet user base (regardless of age). At that time, 51.4% of the audience was female, while 48.6% was male. It is shown that the number of users that marketers could reach with YouTube ads in the US actually increased by 1.0 million (+0.4%) between October 2022 and January 2023. The third most popular social media network in the US is Facebook Messenger. It is used by 61.1% of adults—13.1% lower than Facebook. Meta’s advertising tools specify that Instagram had 143.4 million users in the US. The company has published the reach of Instagram’s ad to about 42.3% of the total population. However, Instagram restricts the use of its platform to people aged 13 and above, thus it’s useful to know that 49.9% of the “eligible” audience in the US uses Instagram. Furthermore, Instagram’s ad reach in the USA was equal to 46.1% of the local internet user base regardless of age. Whereas 56% of its audience in the US was female, and 44% was male. Data published in Meta’s planning tools show that Instagram’s potential ad reach in the US decreased by 16 million or 10.3% between 2022 and 2023. ByteDance’s advertising resources show that TikTok had 113.3 million users aged 18 and above in the United States. According to this data TikTok ads reached 42.7% of all adults aged 18 and above in the USA. Meanwhile, TikTok’s ad reach in the United States was about 36.4% of local internet users regardless of age. Out of which 55.6% of TikTok’s ad audience was female, while 44.4 percent was male. However, figures indicate that the potential reach of ads on TikTok in the United States actually increased by 3.7 million or 3.4% between October 2022 and January 2023. LinkedIn’s advertising resources show that it had 200 million “members” in the US at the start of 2023. At that time, the total LinkedIn audience in the USA was about 59% of the total population. However, LinkedIn restricts its audiences to people aged 18 and above. But still, 75.4% of the “eligible” audience in the US uses LinkedIn. LinkedIn’s ad reach in the USA was about 64.3% of the local internet user base regardless of age. It was noted that 49.4% of its ad audience was female, whereas 50.6% was male. Data published in LinkedIn’s planning tools indicates that its potential ad reach in the United States increased by 20 million or 11.1% between 2022 and 2023. Another popular social media network in the US on my list is iMessage. It is used by 40.2% of adults. Snap’s advertising resources data indicates that it had 107.4 million users in the USA in early 2023. It means Snapchat’s ad reach in the United States was equal to 31.7% of the total population. However, Snapchat restricts its users to people aged 13 and above, so it’s noteworthy that 37.4% of the “eligible” audience in the USA uses Snapchat. Additionally, Snapchat’s ad reach in the United States was about 34.5% of the local internet user base irrespective of age. In early 2023, 54.9% of Snapchat’s ad audience in the USA was female, whereas 44.9% was male. According to the data published in Snap’s own ad planning tools, there was an increase of 300 thousand or 0.3% in ad reach between the start of 2022 and early 2023. There was a total of 95.40 million users of Twitter were recorded in Twitter’s advertising resources. This figure means that Twitter’s ad reach in the USA was about 28.1% of the total population at that time. Instead of restricting its audience to those aged 13 and above, still, about 33.2% of eligible audience uses it. Moreover, Twitter’s ad reach in the USA was about 30.6% of the local internet user base regardless of age. It was noted that 37.1% of Twitter’s ad audience was female and 62.9% was male. Data published in Twitter’s own ad planning tools show that Twitter’s potential ad reach in the United States increased by 19 million or 24.1% between the start of 2022 and early 2023. Pinterest’s advertising resources show a total of 84.60 million users in the USA in early 2023 which means its ad reach was about 24.9% of the total population. Instead of restricting the use of its platform to people aged 13 and above, about 29.4% of the “eligible” audience uses Pinterest. Meanwhile, Pinterest’s ad reach in the United States was 27.2% of the local internet user base at that time, irrespective of age. Out of which 78.4% of Interest’s ad audience in the USA was female and 12.9% was male. However, Pinterest’s tools also publish audience data for users of “unspecified” gender so these users accounted for 8.7%. Data published in Pinterest’s ad planning tools show that Pinterest’s potential ad reach in the United States decreased by 1.8 million or 2%. The increased number of users of each social media platform indicates the rise of social media globally. Therefore, marketers need to market their brands on social media platforms. Indeed, a deep analysis of consumers using the most popular social media platforms in the USA would help you in growing your business. Furthermore, people visit social media platforms for different purposes such as Facebook users like to connect with friends and family, whereas TikTok users look for funny and entertaining videos. Meanwhile, Instagram and Snapchat users are specifically interested in publishing their content, but this activity is primarily less admired on TikTok, Reddit, and LinkedIn. Besides this, the interests and preferences of users may differ for people belonging to different areas. Therefore, if you want to reach the right audience at the right time and location then you need to consider these regional specifics. The experts of Digital online services are here to help you out in establishing your business online. Feel free to contact us! Show LessDemographics of Social Media platform Users
Overlapping of social media platforms
Social media user behavior by country
Social media Users in the United States of America in 2023
Social Media Platforms in the USA
1- Facebook
Increase in Facebook ad reach
2- YouTube
Increase in YouTube Ad’s reach
3- Facebook Messenger
4- Instagram
Increase in Instagram reach
5- TikTok
Growth of TikTok users
6- LinkedIn
LinkedIn user growth
7- iMessage
8- Snapchat
Increase in Snapchat reach
9- Twitter users in the USA
Twitter user growth in the United States
10- Pinterest users in the United States of America in 2023
Growth of Pinterest user
Key Findings
