These days, it seems like everyone is on social media. But make no mistake, reality shows that not everyone is on every channel.
As marketers, it’s important to know which social channels your audience prefers. For example, if you’re selling retirement homes, it’s okay to skip Snapchat, where only 3.7% of users are over 50.
HubSpot surveyed over 1,200 marketers around the world to find out which social media channels are gaining momentum and which are lagging.
Read on to find out which platforms are most popular among marketers and consumers in 2023.
Social media channels that will gain traction in 2023
►Instagram
According to SimilarWeb, the Instagram app has over 78 million ig database monthlyactive users , making it one of the most popular apps today.Still, the platform is expected to see further growth. The survey results show that 52% of marketers plan to increase their investment in that social media network throughout 2023. It also claims that 29% of them plan to invest more in Instagram than any other platform.
Marketers’ affinity for Instagram makes sense
Considering that marketers in the survey indicated that the app produces 3 ideas to help you satisfy today’s b2b buyer the highest ROI and engagement compared to other social media platforms.
Another reason for Instagram’s popularity among marketers is that the platform is at the forefront of leveraging the social selling trend. Instagram has the most developed in-app selling tools, compared to other platforms.
The survey shows that 80% of marketers believe that consumers will purchase products through social media apps more often than from a brand’s website.
Marketers aren’t the only ones using the platform.
Although Gen Z is the most frequent user of TikTok, they rank Instagram as their favorite social media app, just like Millennials.
Instagram is also holding steady among older audiences. In the sms to data past few months, 55% of Gen Xers have visited Instagram, followed by more than a quarter (27%) of Baby Boomers . However, if you’re specifically targeting this audience, Facebook or YouTube might be better options.
When it comes to marketing, over half of video marketers rank Instagram as the best platform for ROI, engagement, and lead generation. If you’re looking to get into video marketing, Instagram is an attractive option.