Have you ever ever been hypnotized by social media? In response to our current Client Traits survey, customers of it spend a mean of three hours a day there.
It is easy to fall right into a social media lure, full of infinite distraction. One minute you’re checking a DM and the following factor you recognize you’ve spent an hour watching movies of corgis taking part in fetch.
However, it does make you marvel what customers really do whereas spending all that point on social media. And — as a marketer — you are doubtless going a step additional by asking: “What’s my audience doing on there?”
![Download Now: The 2023 State of Social Media Trends [Free Report]](https://no-cache.hubspot.com/cta/default/53/3dc1dfd9-2cb4-4498-8c57-19dbb5671820.png)
Why Customers Use (& Love) Social Media
Earlier than asking social media customers what the heck they’re doing on social media all day, we requested them to decide on the highest three causes they go online within the first place.
And contemplating the typical social media consumer spends three hours a day on their platforms of alternative, it is no shock that they go online to do a little bit of all the things there:
In digging deeper, we decided the highest three causes customers go online to every main social media platform:
Whereas Fb and Instagram are primarily used to share content material from our lives and sustain with household, customers flip to TikTok and YouTube for leisure, schooling, and inspiration. We even have Twitter and LinkedIn, the one platforms which might be primarily used to maintain up with information and tendencies.
With that in thoughts, we are able to dive a bit of deeper into the highest causes folks use every of those platforms.
What Social Media Customers Do on Every Platform
Fb customers primarily sustain with family members — but additionally prefer to share media on their feeds.
Fb — utilized by 69% of U.S. adults is the most well-liked social media app on our listing.
Two in three Fb customers are on it to maintain up with family and friends, 43% use it to share footage and movies, and 26% go to Fb merely for leisure. About one in 5 lean on Fb for information or tendencies, in addition to to study new issues. 
YouTube customers search out leisure, schooling, and inspirational content material.
YouTube is the second hottest social media platform, utilized by 57% of U.S. adults. Edutainment thrives on YouTube – the highest causes folks go to are to seek out entertaining content material, study new issues, discover inspiration, and sustain with information and tendencies. About one in 5 YouTubers use the app to maintain up with manufacturers and merchandise.
Instagrammers share multimedia content material whereas maintaining with pals, household, and celebrities.
45% of American adults use Instagram, and the highest makes use of are to share footage/movies (38%), to maintain up with family and friends (33%), observe celebrities and influencers (27%), discover entertaining content material (27%), and sustain with manufacturers/merchandise (24%).
TikTok customers watch a mixture of entertaining, academic, and inspirational content material.
Nearly one in three U.S. adults are on TikTok, however this shoots as much as 62% after we take a look at Gen Z.
Total, TikTok’s used very like YouTube – for leisure, schooling, and inspiration. 23% use TikTok to maintain up with celebs/influencers and 21% use it to share their very own content material. About one in 5 TikTokers go to the platform to observe manufacturers/merchandise, whereas the identical quantity use it to maintain up with information and tendencies.
Twitter customers crave information, leisure, and superstar content material.
Twitter stands out as the one platform the place maintaining with information and cultural tendencies is the #1 cause folks use the app. Discovering entertaining content material (27%), maintaining with celebrities (26%), and studying new issues (23%) are additionally prime causes for Twitter utilization.
LinkedIn customers surf feeds for schooling, trade information, and model updates.
As the one social media platform on this listing geared in the direction of professionals, it is no shock that the highest cause folks use LinkedIn is to study new issues. About 1 in 4 LinkedIn customers additionally go online to maintain up with information or tendencies, manufacturers and their merchandise, and their community of family and friends.
Extra Social Media Traits
On the lookout for extra social tendencies? Take a look at HubSpot’s Social Media Traits 2023 Report weblog pos, or the complete PDF model under. On this content material, we dig into knowledge from 1,200+ social media entrepreneurs in addition to key insights evaluating marketer knowledge to our bi-annual Client Traits Report.
