Media platforms

Consumers’ Most Popular Social Media Platforms Revealed


By Austin King
June 29, 2022

YouTube, Instagram and Facebook were among the platforms of choice for consumers, thanks to influencer marketing and social selling

The most popular social media platforms have been revealed in a new report, with YouTube leading the way as the platform of choice for driving consumer engagement and purchases.

73% of consumers use YouTube at least once a week, according to the latest report from influencer marketing platform Traackr.

This is followed by Instagram (66%), Facebook (65%) and TikTok (56%), indicating that video content and influencer teams can provide powerful marketing opportunities for brands.

Over 70% of consumers said they are more likely to buy branded products if they collaborate with an influencer they know and trust.

Beauty has a long history of partnering with social media‘s brightest and rising stars, from James Charles and NikkieTutorials to Hyram and Meredith Duxbury – and it looks like brands are reaping the rewards, with over 80% of brands saying that influencer marketing has been successful in boosting sales and awareness of their business.

“Influencers have really become a fundamental gateway for brands to reach their customers during the pandemic,” said Pierre-Loïc Assayag, CEO and co-founder of Traackr.

“Clearly, even brands that were nascent in influencer marketing see the value that influencers bring to the table when setting up authentic collaborations.

“We expect to see even more spend on influencer marketing as the measurement of influencer campaigns becomes more sophisticated in demonstrating impact on the bottom line.”

The generation gap

Although YouTube was the most frequently used, Facebook and Instagram, owned by Meta, came out on top as consumers were the most likely to purchase products overall.

However, the report also revealed a discrepancy between generations, as Gen Z consumers were most likely to buy through Instagram and YouTube, followed by TikTok, with Facebook in fourth place.

81% of millennials said they use Facebook weekly, compared to just 48% of Gen Z, making the social media site the preferred social shopping destination, ahead of Instagram, YouTube and TikTok.

The report comes as a number of beauty brands have stepped up their social selling strategies, aiming to make it easier for consumers to purchase products through their favorite social media sites.

Earlier this year, L’Oréal partnered with TikTok in a world first, allowing consumers to purchase L’Oréal-owned beauty products through the app.

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Rival platform Snapchat, meanwhile, has also rolled out a new AR shopping experience, giving beauty shoppers access to brands’ product catalogs.


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