Most US adults use at least one major social platform every day, and Pew’s new data shows clear shifts in how audiences choose where they spend their time.

Summary

Pew Research Center’s 2025 survey shows that YouTube and Facebook remain the most widely used platforms, while TikTok, Instagram, WhatsApp, and Reddit continue to grow across key demographics. Audience behavior differs sharply by age, gender, and education, so brands must adjust their content and distribution strategies rather than treating all platforms the same.

This blog breaks down what is changing, what it means for your visibility, and how tools like Birdeye help brands distribute content, manage conversations, and stay present on the platforms their customers use most.

Table of contents

Why are social media usage patterns shifting in 2026?

People choose platforms based on relevance, convenience, and the types of content they trust. Younger audiences spend more time on video and short-form discovery, while older audiences remain loyal to familiar platforms.

These shifts introduce three clear challenges for brands:

  • Content needs to match each platform’s audience and behavior.
  • Distribution cannot follow a one-size strategy.
  • Visibility depends on consistency across online reviews, listings, and conversations.

This is where unified platforms like Birdeye help brands adapt quickly by automating publishing, engagement, and reputation signals across every location.

What the data says: YouTube and Facebook still lead overall usage

Pew’s 2025 data shows that most Americans still use YouTube and Facebook regularly. These platforms remain essential for broad reach and multi-demographic visibility.

  • 84% of US adults use YouTube
  • 71% use Facebook
  • 48% of adults visit YouTube daily
  • 52% visit Facebook daily

YouTube’s reach spans all age groups. For example, 95% of adults aged 18 to 29 use YouTube, compared to 64% of adults aged 65 and older. Facebook shows similar cross-generational reach, although usage is heavier among older users.

Why this matters for brands

If your team wants to reach the broadest possible audience, these two platforms remain non-negotiable. They support predictable engagement, broad demographic coverage, and mature ad ecosystems.

Birdeye helps strengthen performance on these platforms by:

  • Keeping your business information accurate through Birdeye Listings AI.
  • Improving your ratings so that content performs better in discovery.
  • Centralizing conversations through Birdeye Messaging AI.
  • Scheduling and publishing content through Birdeye Social AI.

When your visibility is strong and your reputation signals are consistent, your organic and paid efforts work harder.

How fast-growing platforms are shaping audience behavior

Although YouTube and Facebook dominate broad reach, most user growth is happening on TikTok, Instagram, WhatsApp, and Reddit.

Pew’s 2025 findings show:

  • TikTok usage grew to 37% of adults
  • Instagram reached 50% adoption
  • WhatsApp increased to 32%
  • Reddit climbed to 26%

These platforms attract different demographics and play various roles in how users discover brands.

TikTok’s rise among younger adults

TikTok continues to surge among younger adults, with 63% of people aged 18 to 29 using the platform and nearly a quarter logging in daily. To stay relevant with this audience, brands need short-form, authentic content that mirrors real interactions and everyday experiences.

For example, a healthcare clinic trying to reach younger patients could share provider introductions, simple appointment walkthroughs, or quick preventive care tips that feel approachable and credible.

Birdeye Social AI makes this easier. The Birdeye Social Publishing and Engagement Agents help teams plan a consistent content calendar, localize approved posts for each location, publish with confidence, and manage comments from one inbox. Sensitive or complex messages automatically route to the right owner, ensuring clinics stay responsive while maintaining brand quality.

Mockup showing a social media platform dashboard for McDonald's, illustrating a Social Publishing Agent creating posts on Instagram and Facebook, and a Social Engagement Agent using AI to respond to a customer comment on Facebook.

Instagram maintains its position as a style and discovery hub

Instagram’s adoption among younger adults is strong. Eight in ten adults aged 18 to 29 use the platform, while only 19% of adults 65 and older do.

This means Instagram works best for:

  • Visual storytelling
  • Local education
  • Influencer alignment
  • Community building

Birdeye helps multi-location brands maintain consistent, localized content through Social Publishing Agents that distribute approved content across every location.

Image listing four key benefits of using the Social Publishing Agent: "Hours back every week," "Stronger brand consistency," "Better performance with less effort," and "More impact, no extra headcount

WhatsApp and Reddit continue to expand

WhatsApp’s 32% usage shows its rise as a communication tool among diverse age groups. Reddit’s 26% adoption rate indicates growing interest in discussion-based communities.

Reddit usage is higher among adults with college degrees. Brands that participate thoughtfully can gather authentic insights, address concerns, and build trust.

Birdeye Competitors AI helps brands monitor conversations, track sentiment themes, and understand emerging topics across platforms like Reddit.

Birdeye Competitors AI dashboard comparing Brightview Senior Living to TREEO, followed by a summary and recommendations.

What about new platforms like Threads and Bluesky?

Pew’s data shows newer platforms remain niche:

  • Threads: 8%
  • Bluesky: 4%
  • Truth Social: 3%

Although these platforms create pockets of active discussion, they are not yet large enough for enterprise-wide strategies. However, they signal early where politically active and early-adopting users will experiment next.

Brands should monitor these platforms using tools that track conversation trends. Birdeye Search AI supports this by showing how brands appear in answer engines and emerging surfaces such as ChatGPT, Perplexity, and Gemini.

AI-driven Sentiment Report showing Crestview Dental's analysis for Atlanta, GA, with strengths and weaknesses analyzed by ChatGPT, Gemini, and Perplexity.

How demographics influence platform choice

Pew’s data makes it clear that age, gender, and education strongly influence platform preference.

Age-based differences

  • Instagram: 80% of adults 18 to 29 use it, compared with 19% of adults 65 and older
  • TikTok: 63% of adults 18 to 29 use it, compared with 5% of older adults
  • Reddit: 48% of younger adults use it, compared with only 6% of older adults

YouTube, however, remains common across age groups.

Gender based differences

  • Women use Facebook, Instagram, and TikTok at higher rates
  • Men use Reddit and X at higher rates

Education based differences

Adults with college degrees are more likely to use Reddit and WhatsApp, and more likely to use Instagram.

Why this matters

To reach the right audience:

  • Use TikTok and Instagram for younger adults.
  • Use YouTube and Facebook to reach across generations.
  • Use Reddit for analytical and discussion-driven audiences

Birdeye Contact Segmentation Agent helps identify audiences across platforms so your team sends the right content to the right groups.

The Birdeye contact segmentation agent

What these findings mean for content strategy

Each platform requires a tailored approach. Reposting the same content everywhere reduces engagement and relevance.

Here are the key takeaways:

  • Use YouTube and Facebook for broad awareness and reach
  • Prioritize TikTok and Instagram for younger audiences
  • Use WhatsApp and Reddit for communication and community insights
  • Keep an eye on niche platforms, but prioritize proven reach

Birdeye simplifies this approach by unifying social publishing, review management, listing accuracy, and messaging into a single AI-powered platform.

Social media in 2026: less noise, more impact.

Want to see the impact of Birdeye on your business? Watch the Free Demo Now.

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Example of a unified strategy

A multi-location healthcare group could:

  • Publish video content on YouTube.
  • Share community updates on Facebook.
  • Create short patient education clips for TikTok.
  • Post provider spotlights on Instagram.
  • Monitor service discussions on Reddit.
  • Respond to all messages through Birdeye Messaging AI.

This creates consistent visibility and stronger trust signals.

Why Birdeye is essential in a shifting platform landscape

As platforms grow and audiences shift, brands need a system that:

  • Centralizes content.
  • Ensures accuracy across all listings.
  • Improves review volume and sentiment.
  • Automates publishing with Birdeye Social Publishing Agent.
  • Tracks visibility across AI search systems.

Birdeye is built for this level of scale. With Search AI, Birdeye Reviews AI, Birdeye Listings AI, Birdeye Social AI, and Birdeye Messaging AI, brands maintain a consistent presence across every platform that matters.

Looking ahead: What will shape platform behavior in 2026 and beyond?

Pew’s findings show slow but steady shifts. Younger adults continue to rely on familiar platforms. Older adults remain committed to Facebook and YouTube. New platforms emerge slowly.

The real change is how consumers discover and evaluate brands across social and AI-powered systems. Consistency, trust, and accurate information matter more than ever.

Brands that invest in unified systems like Birdeye position themselves to grow, adapt, and remain visible as platforms evolve. Watch a demo now.

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