Consumer Usage of Social Media Platforms Is Shifting Again

Explore the latest shifts in social media usage and discover which platform now reigns supreme, impacting brand strategies.

A recent Consumer Pulse survey from Sprout Social reveals significant changes in social media platform usage, poised to affect brand strategies dramatically. According to the survey, Instagram (65%) has surpassed Facebook (64%) as the leading platform among the 2,059 consumers surveyed.

This survey includes 1,009 U.S. consumers and 1,050 U.K. consumers who have at least one social media account and follow a minimum of five brands. While not a global sample, and given the U.S. population (335 million) vastly outnumbers the U.K. (68 million), it's not entirely representative of either country. Additionally, focusing on consumers who follow multiple brands skews the results slightly.

Despite these limitations, the survey reveals significant age-related usage differences that marketers should consider for their campaigns. The age groups surveyed included 519 Gen Z (18-24), 757 Millennials (25-40), 502 Gen X (41-56), and 281 Baby Boomers (57-75).

Conducted online by Cint on behalf of Sprout Social from May 17-27, 2024, this survey provides valuable insights into social media trends.

Social Media Usage by Age Group

Gen Z prefers Instagram, followed by TikTok, Snapchat, and Facebook. Millennials primarily use Instagram, then Facebook, TikTok, and YouTube. Gen X favors Facebook, followed by Instagram, YouTube, and TikTok. Baby Boomersmainly use Facebook, with YouTube, Instagram, and X (formerly Twitter) trailing.

Notably, 45% of consumers surveyed have taken a "social media detox" in the past six months, with 51% planning to do so in the next six months. This indicates a significant number of users need breaks from social media for various reasons, including mental health and avoiding overwhelm.

Engagement Trends

The Sprout Social Q2 2024 Consumer Pulse survey highlights recent and expected engagement trends:

• Gen Z: Most engaged with Instagram Reels (83%), Instagram Stories (81%), and TikTok posts (78%) recently. They expect to continue engaging with TikTok posts (75.5%), Instagram Reels (74%), and Instagram Stories (74%).
• Millennials: Engaged with Instagram Reels (77%), Instagram Stories (77%), and TikTok posts (68%). They plan to stay engaged with Instagram Stories (75%), Instagram Reels (73%), and TikTok posts (66%).
• Gen X: Engaged with Facebook videos (67%), Instagram Reels (59%), and Instagram Stories (59%). They foresee continued engagement with Facebook videos (59%), Instagram Stories (60%), and Instagram Reels (59%).
• Baby Boomers: Engaged with Facebook videos (61%), Facebook Live (41%), Instagram Reels (41%), and Instagram Stories (41%). They anticipate ongoing engagement with Facebook videos (67%), Facebook Live (47%), Instagram Reels (46%), and Instagram Stories (42%).

Despite the growing popularity of YouTube Shorts, averaging over 70 billion daily views, it didn't feature prominently in the survey findings. This discrepancy arises because Sprout Social defines engagement as any interaction between a brand and its audience, such as clicks, shares, or comments, which differs from YouTube's recommendation algorithm-driven views.

Preferred Content Formats

According to the Sprout Social Q2 2024 Consumer Pulse survey, consumers find the following content formats most entertaining:

• Edutainment: Educational content delivered in an engaging way (65.5%).
• Memes: Humorous and relatable posts (40%).
• Serialized Content: Ongoing stories or series (38%).
• One-Off Video Skits: Short, entertaining videos (38%).
• Interactive Content: Polls, stickers, and other interactive elements (34%).

Despite the trend towards "lo-fi" content that is raw and unpolished, the survey indicates that production quality significantly influences consumer engagement.

AI-Generated Content and Consumer Trust

Consumers are increasingly aware of AI-generated content, with 83% agreeing it will further saturate their social feeds, and 80% believing it will contribute to misinformation. Most consumers feel AI-generated content should be disclosed, though they are divided on who should be responsible—33% think brands should disclose, 29% believe it's the social networks' responsibility, and 46% are less likely to buy from brands using undisclosed AI-generated content.

Reasons for Unfollowing Brands

The survey also revealed that 43% of consumers would unfollow brands with repetitive or unoriginal content strategies. Additionally, 42% would unfollow brands for collaborating with influencers who don't align with their values. While posting frequency is not a major factor, younger consumers are more likely to unfollow influencers for posting too little, whereas older consumers are more inclined to unfollow for excessive posting.

Understanding these shifting trends in social media usage and engagement can help brands like yours adapt and thrive in the ever-evolving digital landscape. Theia Media Agency is here to help you navigate these changes and create impactful social media strategies tailored to your audience's preferences and behaviors.