With the number of social media users increasing year after year, marketing on social networks is one of the best ways to grow a brand. But to craft an effective social media marketing strategy, you need to know where consumers are most active—in other words, the most popular social media platforms in the US.

The latest data shows that Facebook currently leads the pack. It’s sitting comfortably in first place on the list of the top social media platforms in the US, with nearly three in four (74.2%) adults using it. As it stands, the platform is the top social media marketing platform, with as many as 23.6% of companies using it to promote their business.

The second most popular social media network in the US is Facebook Messenger. It is used by 61.1% of adults—13.1 percentage points lower than Facebook. 

Third on the list of the top social media platforms in the US is Instagram, with three in five (60.7%) US adults using it. Before you jump to start marketing on the platform, doing some research on the average engagement rates on Instagram can help to guide your strategy and set realistic benchmarks. 

Interestingly, all of the three most popular US social media sites are owned by the same parent company, Meta. One way this benefits businesses is that there are plenty of convenient integrations between the two networks, including cross-platform messaging.

TikTok is the fourth most popular social media platform in the US. Just over four in 10 (42.4%) adults use the social network. If you’re thinking about making money on TikTok, knowing its user demographics can help you better position your brand on the platform. For instance, research on the age demographics of TikTok users shows that the majority of them are young adults. 

Rounding out the list of five most popular social media platforms in the US is Twitter, with 41.8% of all adults on the professional network. When using Twitter for business, it’s important to keep in mind key Twitter statistics such as its gender and age demographics.

Here are some of the other top social media platforms in the US and the percentage of adults who use them:

  • iMessage: 40.2%
  • Pinterest: 39%
  • Snapchat: 38.7%
  • LinkedIn: 28.7%
  • WhatsApp: 28.6%
  • Reddit: 27.9%

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