How Social Media Use Has Developed Since 2022

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How Social Media Use Has Developed Since 2022

Social media is rising extra fragmented. Gone are the times of 1 or two platforms dominating social media. Right now’s ecosystem has choices for almost everybody, with platforms thriving in specialised areas to satisfy distinctive person wants.

Platforms like Bluesky, Threads, and Mastodon are carving out areas for area of interest communities, whereas established giants like Fb, Instagram, and YouTube stay regular gamers. Individuals are not simply sticking to the largest platforms — they’re going the place their values, pursuits, or objectives are greatest served.

We wished to take a step again to research the place social media customers are spending their effort and time by analyzing platform progress, developments, and engagement over the previous two years. To do that, we checked out knowledge from Buffer to see which platforms our customers are selecting to attach Buffer to and whether or not or not they’re actively utilizing the channels they select.

Right here’s all the pieces you’ll want to know concerning the present state of social media, what it means, and benefit from this in your social media technique.

Table of Contents

How we analyzed the info: our analysis methodology

To know the present social media panorama, we reviewed Buffer’s knowledge on general social community utilization from 2022 to 2024, analyzing tens of millions of channel connections throughout the next platforms: Fb, Instagram, TikTok, YouTube Shorts, Pinterest, Threads, Bluesky, Mastodon, Twitter/X and Google Enterprise.

Right here’s what we measured:

Complete connections: Accounts linked to Buffer.
Energetic connections: Accounts which might be at the moment posting to the channel by way of Buffer.
Development charges: Proportion improve or lower in connections over time.

A notice on limitations: Our knowledge comes from Buffer’s channel connections, reflecting utilization patterns particular to our viewers of creators, small enterprise homeowners, and social media professionals. Whereas these insights align with broader developments, they might not seize the whole scope of social media exercise.

Now, let’s dive into the info — and the story they inform about the place social media is heading.

To begin, right here’s a have a look at general developments for the final two years. You’ll be able to see on this chart that whereas some social networks have remained regular, others have seen a slight decline from their all-time excessive, whereas a number of have shot up somewhat drastically. Let’s get into all of this knowledge beneath.

Listed below are the highlights:

Bluesky and Threads are main the cost because the fastest-growing platforms. Bluesky has jumped from simply 1.6K connections in July 2024 to 27K, whereas Threads isn’t far behind, rising from 3.3K in June 2024 to over 23K.
TikTok is essentially the most quickly adopted channel, rising from 779 connections in its first month on Buffer (June 2022) to 276K right now.
Fb remains to be the heavyweight champion for complete connections, with 1.85M. It’s grown 70% since 2022, up from 1.08M.
Pinterest and Instagram have proven regular progress. Pinterest has doubled its connections since 2022 (up 113% from 56K to 120K), and Instagram has grown 94.7%, going from 657K to 1.28M connections.
X/Twitter is the slowest-growing legacy platform, with a 36.9% improve since 2022 (1.02M to 1.39M).
YouTube Shorts is quietly selecting up steam, rising from 5.6K customers in June 2023 to 147K connections in just a little over a 12 months.

Let’s dive into every platform, ranging from the channel with essentially the most connections in Buffer.

Channels added earlier than 2022

Fb — ➕ most linked channel

1.82M complete connections with 108K lively connections.

Fb has grown 70% since 2022, from 1.08M to 1.85M connections.

Twitter/X — 📊 slowest rising channel

1.39M complete connectionswith81.2K lively connections.

Twitter/X has grown by 36.9% since 2022, from 1.02M to 1.39M complete connections.

Instagram

1.28M complete connections with 104.1K lively connections.

Instagram has grown 94.7%since 2022, from 657K to 1.28M complete connections.

822K complete connections with 72K lively connections.

LinkedIn has grown 89%since 2022 from 434K to 822K connections.

120K complete connections with 9.7K lively connections.

Pinterest has grown 113% since 2022, from 56K to 120K connections.

Channels added after 2022

TikTok — 📈 most quickly adopted channel

276k complete connections with 30.5k lively connections.

TikTok has grown since we launched it in June 2022, from 779 connections in its first month to 276K connections.

YouTube Shorts

147k complete connections with 18.4K lively connections.

YouTube Shorts has grown since June 2023, from 5.6K customers in its first month to 147K connections.

Bluesky — 🔥 quickest rising channel

27.6K complete connections with 20.7K lively connections.

Bluesky has grown since launched it in July 2024, growing from 1.6K in its first month to 27K connections.

Threads — 📈 second fastest-growing channel

23.1k complete connections with 13.8k lively connections.

Launched in June 2024, Threads has grown from 3.3K within the first month to over 23,000 connections.

Mastodon

13.3K complete connections with 4.3K lively connections.

Because it was added in January 2023, Mastodon has grown from 721 connections in its first month to a present complete of 13.3K connections.

The information is one factor – now let’s discuss what these imply with wider business developments.

1. Established platforms like Fb, Instagram, LinkedIn, and X proceed to offer stability

Platforms like Fb, Instagram, LinkedIn, and X proceed to be the spine of many social media methods based mostly on our knowledge.

💡

We name them “established” as a result of they have been added to Buffer previous to 2022, which is once we began monitoring the info for this text.

You’ll be able to see within the knowledge that channel connections for Fb, Instagram, LinkedIn, and X have all been on a gentle rise since early 2023, with no indicators of slowing down.

Fb: Since its inception in 2004, Fb has maintained its place as a number one social media platform. As of 2024, it boasts 1.85 million complete connections on Buffer, reflecting a 70% progress from 1.08 million in 2022. With 108,000 lively connections, Fb stays a cornerstone for companies aiming to succeed in a broad viewers.

Instagram: Launched in 2010 and bought by Fb in 2012, Instagram has seen substantial progress. By 2024, it has reached 1.28 million complete connections on Buffer, a 94.7% improve from 657,000 in 2022. With 104,100 lively connections, Instagram stays an important platform for manufacturers specializing in visible content material and engagement.

LinkedIn: Established in 2002, LinkedIn has grow to be the premier skilled networking platform with over 1B customers. As of 2024, it has 822,000 complete connections on Buffer, marking an 89% rise from 434,000 in 2022.

X (previously Twitter): Since its launch in 2006, X has been a key participant in real-time communication. By 2024, it has grown to 1.39 million complete connections on Buffer, a 36.9% improve from 1.02 million in 2022. With 81,200 lively connections, X stays essential for well timed updates and buyer engagement regardless of its slower progress in comparison with different platforms.

2. Rising stars TikTok and YouTube Shorts are exploding in progress

Although TikTok and YouTube Shorts are latest additions to Buffer (2022 and 2023, respectively), they’ve quickly expanded in connections. And whenever you add the context of when each first launched, their progress is much more spectacular.

TikTok: Since its world launch in 2017, TikTok has seen unprecedented progress and person engagement, with an estimated 2.05B customers. This surge is mirrored in Buffer’s knowledge, the place TikTok connections have grown from 779 in its first month on Buffer in June 2022 to 276K, marking a big upward trajectory.

YouTube Shorts: Launched in 2020 as YouTube’s reply to short-form content material, Shorts shortly gained traction with YouTube’s 2.7B-strong viewers. Buffer built-in YouTube Shorts in June 2023, and since then, connections have risen from 5.6K within the first month to 147K.

Discover a sample right here? Video is gaining large curiosity amongst creators, manufacturers, and customers. That is additional confirmed by our knowledge, which exhibits that Instagram Reels get 36% extra attain than some other put up kind. Even LinkedIn is getting in on the motion with their vertical video feed — and seeing the outcomes with a 36% year-on-year improve in video viewership.

Bluesky, Threads, and Mastodon are creating areas for distinctive interactions. Whether or not it’s decentralization, decrease limitations to entry, or community-focused interactions, they’re serving customers who need one thing totally different.

Bluesky: With its Twitter-like interface and dedication to giving customers management, it’s seen an enormous surge in progress because it was launched in June 2023. On Buffer, Bluesky has grown from 1,600 connections in its first month (July 2024) to 27,000 connections. That’s an enormous bounce for a platform so new, proving that there’s an actual demand for text-based and even decentralized platforms.

Threads: Launched by Meta because the text-based sibling of Instagram in July 2023, Threads shortly amassed a considerable person base, reaching 175 million month-to-month lively customers by July 2024. Threads grew from 3,300 connections in its first month on Buffer (June 2024) to over 23,000 connections, cementing its place as one of many fastest-growing platforms we monitor. It’s clear that customers are loving the seamless connection to Instagram, and this momentum exhibits no indicators of slowing down.

Mastodon: Mastodon has been a quiet however constant participant on the decentralized, text-based facet of social. Since Buffer began supporting Mastodon in January 2023, it’s grown from 721 connections in its first month to 13,300 connections. Whereas Mastodon’s federated mannequin may make progress a bit slower, it’s clear that the platform’s community-driven method is resonating with customers on the lookout for smaller, extra curated interactions.

4. Pinterest stays an untapped alternative for manufacturers

Pinterest typically flies below the radar in social media methods, however its distinctive options and person habits make it a platform value exploring for companies.

With its give attention to discovery and planning, Pinterest is especially efficient at driving gross sales and connecting customers to merchandise they love.

Since Buffer began supporting Pinterest, it has steadily grown in reputation amongst our customers. From 56K connections in 2022, Pinterest has greater than doubled to 120K connections by 2024.

Whereas it’s not rising as quick as different platforms like Threads or Bluesky, its regular rise displays its constant worth in social media methods.

Pinterest is not like most different platforms as a result of customers come prepared to find new concepts and merchandise. In reality, 96% of the highest searches on Pinterest are unbranded, which means customers are open to discovering new manufacturers and companies. This habits makes Pinterest a chief area for companies to succeed in audiences with excessive buy intent.

Additionally, Pinterest’s capability to drive gross sales is unmatched in some classes. Research have proven that it could ship as a lot as a 25x return on advert spend (ROAS).

It really works greatest in industries like magnificence and private care, so when you’re a model or creator within the area seeking to drive significant gross sales conversions, Pinterest is a channel to look at.

5. There’s larger alternative to cross-post

The overlap between platform options is making it simpler than ever to share content material throughout a number of channels. With so many platforms supporting comparable codecs, creators and types can prolong the lifetime of their content material with out placing in further work. Let’s check out the numbers.

Textual content-first platforms: Platforms like Threads, Bluesky, Mastodon, LinkedIn, and X thrive on text-based content material. These channels are seeing regular progress, with customers drawn to conversational and thought-provoking posts.

Video-focused platforms: Brief-form video dominates throughout platforms like TikTok, YouTube Shorts, and Instagram Reels. The numbers (and the addition of video to LinkedIn) mirror how this format continues to win audiences in all places.

Carousel-friendly platforms: Carousel posts — good for step-by-step tutorials or storytelling — work significantly effectively on Instagram, Pinterest, and LinkedIn.

Static picture platforms: Static photographs nonetheless shine on platforms like Instagram, Pinterest, and Fb, the place high-quality visuals can drive engagement.

I’d additionally wish to throw yet another in right here: platforms with Tales — the disappearing content material characteristic supplied by Instagram, TikTok and Fb. Tales are nice for getting new content material in entrance of your viewers when you don’t need to watch for the algorithm and deepening your connection together with your viewers, in keeping with Adam Mosseri.

Easy methods to benefit from this knowledge

And that’s our knowledge! Even now, platforms are rising, and persons are including new channels to their Buffer accounts, so this isn’t a one-and-done treatise on social media community utilization patterns however will evolve with time.

With that stated, this can be a lot of information directly, and also you may be questioning, what now?

So, listed here are a few of our tricks to benefit from this knowledge.

Create in common codecs

Tales began on Instagram however now dominate Fb, WhatsApp, and past. Brief-form video? It’s not simply TikTok’s factor — YouTube Shorts and Instagram Reels are simply as aggressive. The fitting format transcends platforms.

In 2024 and past, the bottom line is to grasp content material codecs that work throughout platforms. A 90-second TikTok? Excellent for Reels. A LinkedIn put up? Nice as a thread on Bluesky or Threads.

Brief-form movies, carousels, and interesting textual content are evergreen throughout platforms. One nice piece of content material can go far with cross-posting.

Prioritize content material high quality, not platform loyalty

In the event you take my recommendation and go all-in on mastering one format, then take my second piece of recommendation and give attention to high quality.

A high-performing short-form video will carry out as effectively on YouTube Shorts as on TikTok. Likewise, a robust carousel can thrive on Instagram, Pinterest, and LinkedIn.

A TikTok can grow to be an Instagram Reel or a YouTube Brief. Carousels that crush it on Instagram can shine on LinkedIn or Pinterest. Repurposing isn’t nearly saving time — it’s the way you prolong your attain with out reinventing the wheel.

Platforms like Threads, LinkedIn, Bluesky, and Mastodon thrive with conversational, text-first codecs. Textual content remains to be a robust technique to construct communities, share concepts, and develop thought management.

Repurpose like a professional

Ever puzzled how your favourite creators put up incessantly and persistently? They’re repurposing.

Repurposing is not only about squeezing each drop of worth out of your concepts — it’s about assembly your viewers the place they’re and within the codecs they love most.

It’s not a “you can” however a “you must.”

A single concept could be reworked into a number of codecs. Take a long-form weblog put up, for instance. That very same piece can grow to be a punchy carousel on Instagram or LinkedIn, a conversational thread on Threads or X, and a fast, snappy video for TikTok or YouTube Shorts.

The fantastic thing about repurposing is that it isn’t simply environment friendly — it’s strategic. Every platform has its personal vibe, however the content material you create can thrive throughout them with just a little tweaking.

And when you’re apprehensive that your viewers will get content material fatigue, don’t be. Individuals are much less more likely to discover than you assume.

With just a bit further effort, you can also make your content material work smarter, not more durable, and increase your attain with out consistently chasing new concepts.

Try our different knowledge content material items

📚 Information Reveals Instagram Reels are Greatest For Attain — However Not Engagement

📚 How 1.2 Million Posts Created with Buffer’s AI Assistant Carried out vs Human-Solely — and What That Means for Your Content material

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How Social Media Use Has Developed Since 2022

How we analyzed the info: our analysis methodology