As we approach 2025, understanding social media trends is crucial for businesses and marketers aiming to reach the right audience on the right platforms. The latest data from Pew Research provides valuable insights into how social media is evolving, highlighting some shifts in user preferences. While YouTube remains the most widely used platform, it’s worth noting the growing competition from other apps and, more importantly, the potential decline of X (formerly Twitter) among U.S. adults.

YouTube Still Reigns Supreme

According to Pew Research’s latest survey, YouTube continues to dominate as the most popular social media platform in the U.S. Despite its primary use for video viewing rather than traditional social engagement, it still tops the charts. For businesses aiming to leverage video content, YouTube remains a key player, with massive engagement across diverse age groups.

The Facebook and Instagram Duo

Facebook and Instagram, both under Meta’s umbrella, are also holding strong in terms of regular usage. Despite younger audiences flocking to other platforms, Facebook still enjoys significant popularity among older demographics. Instagram, while appealing to a younger crowd, continues to maintain its relevance through features like Stories, Reels, and shopping integrations.

X: A Slight Decline, But Not a Freefall

The platform that once defined online microblogging, X (formerly known as Twitter), shows signs of decline. While its usage has dropped slightly, it hasn’t fallen off a cliff as some may have anticipated. Pew Research’s data suggests a smaller, but still notable, share of U.S. adults are using X, though it lags behind the likes of YouTube, Facebook, and Instagram. For now, its role as a microblogging space is still relevant for certain audiences, but it may be losing ground to newer, more dynamic platforms.

TikTok and Other Emerging Platforms

Interestingly, TikTok usage has plateaued in the past year according to Pew’s data. While TikTok users spend more time in the app than users of many other platforms, its growth has stalled. This could suggest that the initial surge of interest may be stabilizing. Meanwhile, platforms like Pinterest, LinkedIn, WhatsApp, and Reddit have seen slight increases in user engagement, signaling that there are still emerging platforms worth considering in your social media strategy.

Platform Usage by Demographics

Understanding who uses what is just as important as understanding which platforms dominate overall. For example, Facebook remains more popular with older generations, while TikTok and Snapchat continue to be favorites among younger users. YouTube, however, cuts across nearly all demographics, dominating in reach but with more passive consumption compared to traditional social interaction.

What This Means for Your 2025 Strategy

As you plan your 2025 social media strategy, it’s essential to align your presence with where your target audience is most active. While YouTube, Facebook, and Instagram remain dominant, consider incorporating emerging platforms like TikTok, LinkedIn, and Pinterest if your audience aligns with those spaces. And if you’ve been relying heavily on X, it might be time to reassess its place in your strategy, as its future relevance remains uncertain.

The social media landscape continues to evolve, and staying on top of these trends will help ensure that your brand is engaging with its audience where they are most active. Keep these insights in mind, and adjust your strategy accordingly to stay ahead in the fast-paced world of social media.