YouTube remains the most prevalent social media platform in the US, according to a new Pew study – and it’s still growing. Eighty-one percent of adults surveyed said they use YouTube, up from 73% in 2019. Facebook was number two, with 69% of Americans citing its usage (unchanged from 2019). Instagram (40%) and Pinterest (31%) each rose three percentage points YoY, while LinkedIn (28%), Snapchat (25%) and Twitter (23%) rose 1%. Reddit rose seven points, to 18%. TikTok joined the ranking for the first time, with 21% of US adults citing usage. "Despite a string of controversies and the public’s relatively negative sentiments about aspects of social media, roughly seven-in-ten Americans (72%) say they ever use any kind of social media site," noted the report.
That said, trust in US online sharing and networking brands suffered as brands attempted to balance their role as platforms for free expression with the need to prohibit objectionable content, according to a BrandZ analysis issued by Kantar. Social media brands ranked 67th, just below tobacco and business banking, out of 68 categories measured for level of trust in the US. (Number one? Diapers.) Multiple factors, including the pandemic, the presidential election and the drive for racial justice, served as catalysts for change in the online networking space, with brands being impacted by changes in consumer perceptions of them. “The online networking landscape is rapidly changing,” said Nicole Jones, SVP, Growth and Strategy, Kantar. “Media and entertainment brands will need to understand in greater depth the diversity of their audiences and develop content that resonates with the audiences they’re cultivating.”
That said, trust in US online sharing and networking brands suffered as brands attempted to balance their role as platforms for free expression with the need to prohibit objectionable content, according to a BrandZ analysis issued by Kantar. Social media brands ranked 67th, just below tobacco and business banking, out of 68 categories measured for level of trust in the US. (Number one? Diapers.) Multiple factors, including the pandemic, the presidential election and the drive for racial justice, served as catalysts for change in the online networking space, with brands being impacted by changes in consumer perceptions of them. “The online networking landscape is rapidly changing,” said Nicole Jones, SVP, Growth and Strategy, Kantar. “Media and entertainment brands will need to understand in greater depth the diversity of their audiences and develop content that resonates with the audiences they’re cultivating.”