Best social media channels in 2023

Marketers can leverage these social media channels in 2023 and win

It’s all about social media marketing today, isn’t it? It is, but some platforms do better than others.

As a business owner, it’s vital to be on your audience’s favorite social channels and platforms. Let’s say you’re selling walkers for seniors, it’s safe to skip on your Snapchat business account, where only around 3.7% of active users are over the age of 50. While building your social media marketing strategy, it’s important to be in the know of SMM channels that are gaining popularity — and which are scraping for new users. In this article, I’ll go over the platforms that are the most popular with businesses and their customers in 2023.

If you wonder why is social media an important part of inbound marketing. Or if there are any differences between digital marketing vs social media marketing. It’ll be useful to know which social media channels are worth looking into this year.

Most effective Social media platforms for marketing
Most effective Social media platforms for marketing

Instagram marketing secrets

If you trust SimilarWeb data, Instagram boasts over 78 million monthly rather active users, this can only mean that Instagram is one of the most popular apps in 2023.

Instagram Trends and marketing tips for 2023

Looks like Instagram is expected to see slight growth in the coming year. Surveys indicate that 52% of businesses and marketers plan to extend their efforts on the platform in 2023. Around 29% of SMM marketers plan to concentrate the most on Instagram compared to other social media channels.

I must say, I understand their passion for Instagram promotion, considering the fact that this app brings in the highest ROI and user engagement compared to other social media giants like Facebook or the new kid on the street – TikTok.

Yet another thing that explains marketers’ craze for Instagram is that the platform is the usual suspect in leveraging the opportunity for social selling. Instagram offers straightforward in-app selling features of about any platform out there.

Surveys show that 80% of marketers expect consumers to buy goods and services via social media apps more often than they did in recent years.

Despite the fact that Gen Z is on TikTok almost 24/7, they mention Instagram as their go-to social media app, just like WE do. And by WE, I mean—Millennials.

However, if you’re going after a bit older audience, Facebook or YouTube might prove to be a suitable option. Talking about Video marketing, Instagram is said to be the best channel for ROI, customer engagement, and lead generation for that matter. So If your business is looking deep toes into video marketing, Instagram and the Reels feature is the place to start.

YouTube Marketing Funnel

SimilarWeb says YouTube accumulates over 34 billion monthly visits, crazy right?

YouTube is a place to be for Gen Z, Millennial, and Gen X audiences. Just from the beginning of 2023 around 80% of millennials have visited YouTube, almost as many Gen X and Gen Z watched YouTube as well. Now Boomers are a bit different, YouTube is quite a popular social media app, only it falls behind Facebook.

There is no surprise that YouTube as a marketing platform is super popular amongst video creators and marketers. Around a quarter of business owners are looking to invest in YouTube marketing funnel in 2023, according to the report on Video marketing by HubSpot.

Video marketers state that YouTube is the second-best platform for dollars spent and engagement.

Business marketing on TikTok

TikTok squalls Gen Z — and the stats says it all. More than half of Gen Z customers are swarming TikTok. For Gen Z-ers, TikTok is the platform like no other, getting ahead of Snapchat, YouTube or even super versatile Instagram.

TikTok is also spreading its influence across other demographics. Around 35% of users are between 35 and 60 years old. Boomers are not really into it, with less than 8% stumbling upon the app in the early month of 2023.

Those who are doing marketing on TikTok are looking to invest more in 2023.

It’s fair to say that TikTok shows the top engagement rate out of any other social platform, around 15 minutes per session. TikTok’s short but engaging content is rather addictive for several age groups.

Facebook marketing for business

I don’t know how, but Facebook is thought to improve in 2023. Survey says that 23% of social media marketers are looking to go harder on Facebook.

Surprisingly, 36% of business owners are going to give Facebook a shot for the first time in 2023.

The platform currently manages to keep around 3 billion monthly users, which is more than competitors. The audience mostly consists of Millennials, Gen X, and you guessed it, Boomers.

Gen X and Baby Boomers state Facebook as the default social media app, which they use every day. So If you’re out there catering to older generations, Facebook is a sure-fire way.

It’s worth noting that engagement drops drastically for Gen Z audiences.

Social media platforms with the highest ROI
Social media platforms with the highest ROI

Social media channels lacking that edge


The platform won’t probably recover that 2000s popularity. Tumblr is slightly popular with Millennials, but less than 10% have visited the platform since the beginning of 2023.

Obviously, it’s not a lot, so small business owners and marketers will be better off with other more promising platforms like Instagram or Twitter for that matter.


Twitch is king when it comes to the live-streaming niche.

First months of 2023 show that around 15% of Millennials got on Twitch, followed by Gen Z, and Gen X.

Drop in viewership isn’t the only problem for Twitch — fewer people are streaming too.

When is the best time to post on social media?

Some Social media platforms will get more popular and some will not meet the consumers’ and marketers’ needs. One thing that is always vital — and that’s timing. It’s just important to know the best time to post to get ahead with your business visibility on the social media channel in question.

The best time to post and engage with your customers depends on your audience and the time they go on their preferred social media app. Here is the best time to post on each separate channel:

  • Instagram: 6-9 p.m., 3-6 p.m., and 9-12 p.m.
  • TikTok: 6-9 p.m., 3-6 p.m., and 12-3 p.m.
  • Facebook: 6-9 p.m., 3-6 p.m., and 9-12 p.m.
  • YouTube: 6-9 p.m., 3-6 p.m., and 12-3 p.m.
  • Twitter: 6-9 p.m., 3-6 p.m., and 12-3 p.m.
  • LinkedIn: 6-9 p.m., 3-6 p.m., and 12-3 p.m.

Some marketers mention Friday, Saturday, and Sunday as the most suitable days to post across social media platforms.

Best social media marketing tools to try in 2023

  • Buffer – helps automate publishing to save time, suggests hashtags and suitable channels; provides reports, and improves collaboration processes.
  • Tailwind – allows marketers to plan, create and schedule social media posts, stories etc.
  • Planable – makes it easier for marketers and business owners to plan, review and schedule social media posts.

There are a ton more tools that can help small business owners leverage the social media marketing world and channels available, but I feel like these three are definitely worth checking out.

You can read all the best books on social media marketing and try doing it yourself or delegate it to social media marketing intern. However, a dedicated service can provide a social media marketing package optimal for your business in particular.

Over to you

So, what platforms are best for your social media marketing purposes? The answer to this question you’ll have to find for yourself. Who is your ideal customer? What are their pains, problems, and relatable issues? Knowing the answers to these questions will let you imagine your target audience and their preferred social media channel.





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