What the latest social media numbers say about your audience
The newest Pew numbers show where Americans spend time, where they get news, and how TikTok fits in. Here is what those shifts mean for your content mix and targeting choices.
Social media habits shape what your customers notice, trust and talk about. The latest Pew data gives a clear picture of where Americans are active, where they get news, and why small businesses should think carefully about platform choice instead of posting the same thing everywhere. [2][3]
The biggest platforms still matter most
70%
51%
If your goal is broad local reach, YouTube, Facebook and Instagram are still the strongest places to start. Pew found that 84% of Americans use YouTube, 70% use Facebook and 51% use Instagram. TikTok is lower at 37%, which means it is important, but not your only priority. [1][2]
For many small businesses, this means your core content plan should cover the platforms with the widest reach first. Keep Facebook for community updates and familiar local content, use Instagram for visual proof and regular visibility, and think of YouTube as a place where simple videos can keep working over time. [2][3]
TikTok is not the biggest platform, but it is shaping attention
39%
53%
TikTok stands out because people do more there than scroll for entertainment. A fifth of U.S. adults regularly get news on TikTok, and among ages 18 to 29 that rises to 39%. Among TikTok users specifically, 53% regularly get news there. [1]
For a small business, that matters because people on TikTok may be in discovery mode, but they are also paying attention to what is happening in the world around them. Content that feels current, helpful and grounded in real life is likely to fit better than polished sales talk. Think staff perspectives, quick explainers, local reactions, before and after moments, and direct answers to common questions. [1][3]
Age matters even more. TikTok use is 65% among adults ages 18 to 29, 45% among ages 30 to 49, 31% among ages 50 to 64 and 11% among ages 65 and older. If your business mainly serves younger adults, TikTok deserves serious attention. If your customer base skews older, it may be a secondary channel instead of the main one. [2]
News habits tell you how people use each platform
59%
40%
34%
Pew found that 59% of U.S. adults get news from social media at least sometimes. Facebook leads regular social news use at 40%, followed by YouTube at 34%, Instagram at 23% and TikTok at 20%. [3]
This is useful because it shows mindset, not just reach. People often open Facebook and YouTube ready to learn what is going on. On Instagram and TikTok, they may still want information, but they usually expect it in a quicker, more visual format. So the same local message should be framed differently on each platform. [1][3]
Use demographics to choose where to focus
The age breakdowns are especially practical for local businesses. Instagram reaches 79% of adults ages 18 to 29, 64% of ages 30 to 49, 41% of ages 50 to 64 and 21% of ages 65 and older. Facebook is steadier across age groups, with 69% of ages 18 to 29, 78% of ages 30 to 49, 71% of ages 50 to 64 and 59% of ages 65 and older. [2]
That makes Facebook especially useful when your audience is broad or family based. Instagram is strong when your offer is visual and your buyers are younger to middle aged. TikTok becomes more important when you want to reach younger adults, women, Hispanic adults or Black adults, groups where usage is comparatively higher in Pew’s data. [1][2]
You do not need to be everywhere. You need to be where your likely customers already are, and you need content that matches how they use that platform. The numbers point to a simple rule: choose reach first, then tailor for audience behavior. [2][3]
What to do this week
- Pick your main platform based on customer age: Facebook for broader age reach, Instagram for visual younger to middle age audiences, TikTok if younger adults are a priority. [1][2]
- Turn one business update into three versions: a clear Facebook post, a short Instagram visual post, and a quick TikTok video with a direct hook. [2][3]
- Review your last month of posts and mark which ones were useful, timely or explanatory. Make more of those, because social users often come for information as well as entertainment. [1][3]
- If you use TikTok, test content that answers real questions or reacts to local topics, because many users there also treat it as a place for news and updates. [1]