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Social Media Apps That are Heating Up and Cooling Off in 2022

Glint Advertising - September 21, 2022 - 0 comments

Check out Glint’s podcast about the five things to never do in digital advertising. While we always create a companion blog to refresh memories and reinforce our discussion, we, couldn’t help but pass on these timely social media trends. If social media apps are a part of your online/digital advertising strategy, here are things you should consider as you plan to engage your target audience.

How often do you tell clients or coworkers to know their audience and segment accordingly? Too much, but here we go again. According to an article published by HubSpot, social media is no different. Chances are that most people are not on every channel, so it’s important to stay current on why certain platforms are faves.

HubSpot surveyed over 1,000 consumers across the U.S to find out which social media channels are heating up — and which ones are cooling off. 

Heating up…


According to HubSpot researchers, Facebook has 2.89 billion monthly users or more than any other platform. You can probably guess that users belong to the following generations: Millennials, Gen X-ers and Baby Boomers.

Gen X and Baby Boomers rank Facebook as their favorite and most visited social media app. Use Facebook to target older demographics. Engagement drops dramatically for Gen Zers. 


TikTok is the platform for Gen Z. Reports say that over half of Gen Z consumers are on the forum, and TikTok is what they use the most. And, did you know? 36% of TikTok users in 2021 were between 35 and 54 years old, a 10% increase from the year before. Although, only 7% of Baby Boomers used the app in the last three months. Interestingly, users average 10.85 minutes per session–insane engagement. Can you say addictive


Let’s not forget the OG, YouTube. It has over two billion users and receives 34 billion visits per month, according to SimilarWeb. Popular with Gen Z, Millennial, and Gen X audiences, YouTube has attracted 83% of Millennials, followed by 81% of Gen Z and 79% of Gen X in the last three months. Baby Boomers consider YouTube their second favorite social media app, right behind Facebook.


Still a favorite for many, Instagram has over 78 million monthly active users and is still popular among Gen Zers. Older audiences also use Instagram. In the last three months, 55% of Gen X-ers have visited Instagram, followed by more than a quarter (27%) of Baby Boomers. However, targeting these audiences on Facebook or YouTube may be better.

Cooling off…

So, which platforms are cooling off? Here’s a couple:

  • Tumblr – It has yet to maintain its early- to mid-2000s popularity. According to HubSpot research, “Tumblr is most popular with Millennials, but only 11% have visited the platform in the past three months.”
  • Twitch – It may have been your go-to for live streaming, but Twitch is experiencing a drop in hours watched this year. According to HubSpot, only 15% of Millennials have visited Twitch, followed by 13% of Gen Z and 11% of Gen X in the last three months. 

Read more. Experts say that social media is not for the rigid. Remember to stay nimble as you experiment, and your brand will thank you. Don’t forget that your audience holds the key, so know them and adjust and prioritize accordingly.

Need help? Try partnering with an agency like Glint, which has team members speaking the online/digital language daily. 

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