More social media platforms in use

The latest edition of Edison Research’s Infinite Dial finds 85% of Americans age 12 and older now use social media, equal to roughly 246 million people. While that overall penetration has remained relatively steady in recent years, the data shows audiences are increasingly spread across a wider mix of platforms.

Facebook remains the most widely used social media platform, with 68% of Americans reporting they use the service. Instagram ranks second with 54% reach, followed by TikTok at 42%. Reddit has also become a significant player, reaching 38% of Americans, ahead of Pinterest (35%) and LinkedIn (34%).

But the broader takeaway is that the social media landscape has become far more fragmented, with implications for station promotions. “Which platforms you’re on determines which Americans you’re actually talking to,” Edison VP Megan Lazovick said during a webinar presenting the findings.