Report Snapshot

Anyone who thinks social media is dying needs to think again. The landscape is still morphing and growing, as new players enter (Instagram Threads), old players try for an Act 2 (Twitter, Facebook), and one platform stares down a possible ban with a new usage milestone (TikTok). Add in the fact that there will be nearly as many social users as TV viewers next year, and it’s clear that social platforms in the US are far from fading away.

Key Question: What should marketers know about how US social media usage is shifting in 2023?

KEY STAT: TikTok will have more than 100 million monthly users in 2023. It will reach this milestone just six years after launching in the US—faster than the eight years it took Instagram.