Have you ever ever ever been hypnotized via social media? In line with our fresh Shopper Traits survey, shoppers of it spend a median of three hours a day there.

It’s easy to fall proper right into a social media trap, filled with endless distraction. One minute you’re checking a DM and the next issue you’ve spent an hour taking a look at films of corgis participating in fetch.

Alternatively, it does make you wonder what consumers in fact do while spending all that time on social media. And — as a marketer — you may well be most certainly going a step further via asking: “What’s my target audience doing on there?”

Why Customers Use (& Love) Social Media

Previous than asking social media shoppers what the heck they’re doing on social media all day, we asked them to make a choice the absolute best 3 reasons they go surfing throughout the first place.

And taking into account the everyday social media individual spends 3 hours a day on their platforms of variety, it’s no surprise that they go surfing to do some of the whole lot there:

In digging deeper, we determined the absolute best 3 reasons shoppers go surfing to each and every number one social media platform:

While Facebook and Instagram are mainly used to percentage content material subject matter from our lives and keep up with family, shoppers turn to TikTok and YouTube for recreational, coaching, and inspiration. We also have Twitter and LinkedIn, the only platforms which may well be necessarily used to keep up with data and tendencies.

With that all through ideas, we will be able to dive just a bit deeper into the absolute best reasons folks use each and every of the ones platforms.

What Social Media Consumers Do on Each and every Platform

Facebook shoppers necessarily keep up with members of the family — however moreover like to percentage media on their feeds.

Facebook — used by 69% of U.S. adults is the most popular social media app on our report.

Two in 3 Facebook shoppers are on it to keep up with friends and family, 43% use it to percentage pictures and films, and 26% go to Facebook simply for recreational. About one in 5 lean on Facebook for info or tendencies, along with to be told new problems.

YouTube shoppers seek out recreational, coaching, and inspirational content material subject matter.

YouTube is the second hottest social media platform, used by 57% of U.S. adults. Edutainment thrives on YouTube – the absolute best reasons folks visit are to go looking out entertaining content material subject matter, learn new problems, to find inspiration, and keep up with data and tendencies. About one in 5 YouTubers use the app to keep up with producers and products.

Instagrammers percentage multimedia content material subject matter while keeping up with pals, family, and celebrities.

45% of American adults use Instagram, and the absolute best makes use of include to percentage pictures/films (38%), to keep up with friends and family (33%), follow celebrities and influencers (27%), to find entertaining content material subject matter (27%), and keep up with producers/products (24%).

TikTok shoppers watch a mix of entertaining, educational, and inspirational content material subject matter.

With regards to one in 3 U.S. adults are on TikTok, on the other hand this shoots up to 62% once we take a look at Gen Z.

Overall, TikTok’s used very similar to YouTube – for recreational, coaching, and inspiration. 23% use TikTok to keep up with celebs/influencers and 21% use it to percentage their own content material subject matter. About one in 5 TikTokers go to the platform to use producers/products, while an identical quantity use it to keep up with data and tendencies.

Twitter shoppers crave data, recreational, and well-known individual content material subject matter.

Twitter will be the very best platform where keeping up with data and cultural tendencies is the number one reason folks use the app. Finding entertaining content material subject matter (27%), keeping up with celebrities (26%), and finding out new problems (23%) are also very best reasons for Twitter usage.

LinkedIn shoppers surf feeds for coaching, industry data, and logo updates.

As the only social media platform on this report geared in opposition to professionals, it’s no surprise that the absolute best reason folks use LinkedIn is to be told new problems. About 1 in 4 LinkedIn shoppers moreover go surfing to keep up with data or tendencies, producers and their products, and their group of friends and family.

Additional Social Media Characteristics

Searching for additional social tendencies? Check out HubSpot’s Social Media Traits 2023 File blog pos, or the entire PDF fashion beneath. In this content material subject matter, we dig into data from 1,200+ social media marketers along with key insights comparing marketer data to our bi-annual Shopper Traits File.

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