Social media is rising extra fragmented. Gone are the times of 1 or two platforms dominating social media. In the present day’s ecosystem has choices for nearly everybody, with platforms thriving in specialised areas to fulfill 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 most important platforms — they’re going the place their values, pursuits, or objectives are greatest served.
We needed to take a step again to research the place social media customers are spending their effort and time by analyzing platform progress, tendencies, 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 every thing you could know in regards to the present state of social media, what it means, and easy methods to benefit from this in your social media technique.
How we analyzed the information: 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:
Whole connections: Accounts related to Buffer.Energetic connections: Accounts which might be at present posting to the channel through Buffer.Progress charges: Share improve or lower in connections over time.
A observe 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 tendencies, they could not seize the whole scope of social media exercise.
Now, let’s dive into the information — and the story they inform about the place social media is heading.
To begin, right here’s a have a look at general tendencies 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 just a few have shot up quite 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 probably the most quickly adopted channel, rising from 779 connections in its first month on Buffer (June 2022) to 276K as we speak.Fb continues to be the heavyweight champion for whole 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 choosing up steam, rising from 5.6K customers in June 2023 to 147K connections in a bit over a yr.
Let’s dive into every platform, ranging from the channel with probably the most connections in Buffer.
Channels added earlier than 2022
Fb — ➕ most related channel
1.82M whole connections with 108K energetic connections.
Fb has grown 70% since 2022, from 1.08M to 1.85M connections.
Twitter/X — 📊 slowest rising channel
1.39M whole connections with 81.2K energetic connections.
Twitter/X has grown by 36.9% since 2022, from 1.02M to 1.39M whole connections.
1.28M whole connections with 104.1K energetic connections.
Instagram has grown 94.7% since 2022, from 657K to 1.28M whole connections.
822K whole connections with 72K energetic connections.
LinkedIn has grown 89% since 2022 from 434K to 822K connections.
120K whole connections with 9.7K energetic connections.
Pinterest has grown 113% since 2022, from 56K to 120K connections.
Channels added after 2022
TikTok — 📈 most quickly adopted channel
276k whole connections with 30.5k energetic connections.
TikTok has grown since we launched it in June 2022, from 779 connections in its first month to 276K connections.
YouTube Shorts
147k whole connections with 18.4K energetic 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 whole connections with 20.7K energetic 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 whole connections with 13.8k energetic connections.
Launched in June 2024, Threads has grown from 3.3K within the first month to over 23,000 connections.
Mastodon
13.3K whole connections with 4.3K energetic connections.
Because it was added in January 2023, Mastodon has grown from 721 connections in its first month to a present whole of 13.3K connections.
The info is one factor – now let’s speak about what these imply with wider trade tendencies.
1. Established platforms like Fb, Instagram, LinkedIn, and X proceed to supply stability
Platforms like Fb, Instagram, LinkedIn, and X proceed to be the spine of many social media methods primarily based on our knowledge.
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We name them “established” as a result of they have been added to Buffer previous to 2022, which is once we began monitoring the information 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 gradual 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 whole connections on Buffer, reflecting a 70% progress from 1.08 million in 2022. With 108,000 energetic connections, Fb stays a cornerstone for companies aiming to succeed in a broad viewers.
Instagram: Launched in 2010 and purchased by Fb in 2012, Instagram has seen substantial progress. By 2024, it has reached 1.28 million whole connections on Buffer, a 94.7% improve from 657,000 in 2022. With 104,100 energetic connections, Instagram stays an important platform for manufacturers specializing in visible content material and engagement.
LinkedIn: Established in 2002, LinkedIn has turn into the premier skilled networking platform with over 1B customers. As of 2024, it has 822,000 whole 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 whole connections on Buffer, a 36.9% improve from 1.02 million in 2022. With 81,200 energetic 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 international 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 rapidly 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 huge curiosity amongst creators, manufacturers, and customers. That is additional confirmed by our knowledge, which reveals 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.
3. There was explosive progress and curiosity in decentralized social networks
Bluesky, Threads, and Mastodon are creating areas for distinctive interactions. Whether or not it’s decentralization, decrease obstacles to entry, or community-focused interactions, they’re serving customers who need one thing completely different.
Bluesky: With its Twitter-like interface and dedication to giving customers management, it’s seen a large 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 a large 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 rapidly amassed a considerable person base, reaching 175 million month-to-month energetic 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 reveals no indicators of slowing down.
Mastodon: Mastodon has been a quiet however constant participant on the decentralized, text-based aspect 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 usually flies below the radar in social media methods, however its distinctive options and person habits make it a platform price exploring for companies.
With its deal with 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 recognition 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 in contrast to most different platforms as a result of customers come prepared to find new concepts and merchandise. The truth is, 96% of the highest searches on Pinterest are unbranded, that means customers are open to discovering new manufacturers and companies. This habits makes Pinterest a first-rate house for companies to succeed in audiences with excessive buy intent.
Additionally, Pinterest’s capacity to drive gross sales is unmatched in some classes. Research have proven that it could actually 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 house seeking to drive significant gross sales conversions, Pinterest is a channel to observe.
5. There’s better 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 related codecs, creators and types can lengthen 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: Quick-form video dominates throughout platforms like TikTok, YouTube Shorts, and Instagram Reels. The numbers (and the addition of video to LinkedIn) replicate how this format continues to win audiences in all places.
Carousel-friendly platforms: Carousel posts — good for step-by-step tutorials or storytelling — work notably nicely on Instagram, Pinterest, and LinkedIn.
Static picture platforms: Static pictures nonetheless shine on platforms like Instagram, Pinterest, and Fb, the place high-quality visuals can drive engagement.
I’d additionally prefer to throw another in right here: platforms with Tales — the disappearing content material function supplied by Instagram, TikTok and Fb. Tales are nice for getting new content material in entrance of your viewers when you don’t wish to anticipate the algorithm and deepening your connection along with your viewers, in keeping with Adam Mosseri.
Tips on how 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 mentioned, it is a lot of information without delay, 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. Quick-form video? It’s not simply TikTok’s factor — YouTube Shorts and Instagram Reels are simply as aggressive. The appropriate format transcends platforms.
In 2024 and past, the secret is to grasp content material codecs that work throughout platforms. A 90-second TikTok? Good for Reels. A LinkedIn put up? Nice as a thread on Bluesky or Threads.
Quick-form movies, carousels, and fascinating 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 case you take my recommendation and go all-in on mastering one format, then take my second piece of recommendation and deal with high quality.
A high-performing short-form video will carry out as nicely on YouTube Shorts as on TikTok. Likewise, a powerful carousel can thrive on Instagram, Pinterest, and LinkedIn.
A TikTok can turn into an Instagram Reel or a YouTube Quick. Carousels that crush it on Instagram can shine on LinkedIn or Pinterest. Repurposing isn’t nearly saving time — it’s the way you lengthen your attain with out reinventing the wheel.
Platforms like Threads, LinkedIn, Bluesky, and Mastodon thrive with conversational, text-first codecs. Textual content continues to be a strong method to construct communities, share concepts, and develop thought management.
Repurpose like a professional
Ever puzzled how your favourite creators put up continuously and constantly? 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 may” however a “you must.”
A single thought could be reworked into a number of codecs. Take a long-form weblog put up, for instance. That very same piece can turn into 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 great 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 a bit tweaking.
And when you’re fearful that your viewers will get content material fatigue, don’t be. Individuals are much less prone to discover than you assume.
With just a bit further effort, you can also make your content material work smarter, not more durable, and broaden your attain with out always chasing new concepts.
Take a look at our different knowledge content material items
📚 Knowledge 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
