Gen-Z cracks the jokes when it comes to older generations. Like, how Millennials prefer to use Instagram to watch viral Tik Tok videos three weeks later. While I watch Tik Tok videos (as a Millennial, okay), I cannot say that their roast of older generations is too far-fetched. Social media seems like it is always on hyperspeed. It is popular one day and losing traction with users just as quickly the next.

This is because not all users use all platforms! So maybe Gen-Z wasn’t wrong, after all, even though their roasts are pretty hurtful.

Social media platforms do not last forever

As marketers, it is imperative to stay informed and understand what is going on out there. Businesses depend heavily on social media to grow and sell their products. Influencers earn their bread by creating trust from their followers and have to adapt quickly to other social media platforms. So, understanding a social media lifespan is becoming more critical to business development.

Let’s start with TikTok

According to Hubspot.com, TikTok is pulling in new users as the social media platform keeps scaling its monthly users. While most of the audience is Gen-Z, as mentioned above, there is a growing number of Millennials and Gen-X users. Baby Boomers have not yet jumped on the TikTok bandwagon, and that’s okay. Studies show that TikTok is used the longest than any other platform at any given time: the average user is active for over ten minutes! So, it is safe to say that TikTok is the social media platform all-star.

Facebook is popular

Facebook began in 2004 when younger crowds made profiles to keep in touch. Although Facebook is one of the longest-lasting social media networks, it has maintained a massive following with older generations and families using the platform to keep in touch. To help keep older generations on track, Facebook has also instilled short-form video software similar to Instagram Reels for users to watch.

Don’t forget about Youtube and Instagram

Youtube and Instagram are winning, too. Youtube is almost like a how-to for whatever you need. It is still very popular with influencers and everyday users alike. They have also perfected the use of User Experience(UX)/User Interface(UI) by creating a page so easy to use that it encourages users to return. They have placed a search bar on top, notification for new content from a user’s favorite Youtuber, and recommended videos right in the beginning for a viewer to discover new channels.

Instagram is another that has maintained relevancy with its reels and Live system. Although Twitter may have invented the hashtag, Instagram perfected the hashtag game. Businesses depend on the Instagram hashtag algorithm to reach their target markets. Instagram has over 78 Million monthly active users, which makes it still relevant to various age demographics and assists many companies in growing their products and services to users who might otherwise not know about it.

But Not All Are Winners

Tumblr is tumbling

After being acquired by Automattic, Tumblr lost its luster with many users. Additionally, it has not been able to grow as to what it was over a decade ago. While it was likely because of specific content that was banned from the site (if you know, you know), it is a perfect example of how users evolve to use other platforms.

Twitch sees a decline

Maybe it is a post-pandemic problem, but Twitch is losing its viewership and streamers. While the numbers are still pretty high, there has been a significant decline in engagement since the end of the pandemic. Furthermore, this loss of users is not tied to Twitch but to all other streaming platforms. For example, game streamers are now on Tik Tok Live.

The takeaway

As a marketer or someone who uses marketing strategies to scale their business, it is essential to pay attention to social media networks. A rule of thumb is that while every business will identify best with one kind of social media platform, the odds of the number changing are too great to risk ignoring other platforms altogether.

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