Which social media platforms should artists focus on in 2025?
A new report reveals where US adults spend their time online, and how artists can use that knowledge to grow their fanbase.
Social media sits at the heart of music discovery. Whether you’re teasing a new track, sharing behind-the-scenes clips from tour, or simply promoting your latest release, these platforms are where fans connect with you in real time.
Plus, streaming and social platforms are now so tightly integrated that one viral moment can send listeners diving straight into your tracks from discovering them on their feed. Just look at TikTok’s ‘Add to Music App’ feature that lets TikTok users easily add songs found on TikTok to their music streaming service.
Now, the latest Pew Research Center report on US adult social media use gives us a clear picture of which platforms people are using most. That kind of information is helpful for anyone building an online community. Let’s break it down, and how you can use it to sharpen your social media strategy.
YouTube and Facebook dominate
YouTube remains clear as the top platform among US adults, with a massive 84% using it. It’s been the leader for some years, and Facebook is the closest (yet still not that close) with 71%. After that, the numbers drop more sharply to Instagram (50%), TikTok (37%), WhatsApp (32%), Reddit (26%), Snapchat (25%), and X (21%). Meanwhile, Threads (8%), Bluesky (4%), and Truth Social (3%) attract much smaller audiences.
Over the years, YouTube and Facebook have led the way. TikTok, Instagram, and WhatsApp have seen steady growth, while X’s numbers are still on the decline.
A closer look at the demographics
Age gaps
Adults under 30 are more heavily using Instagram, Snapchat, TikTok, and Reddit compared to older adults. With that said, YouTube and Facebook still hold a majority across every age group. Interestingly, those aged 30-49 are actually most likely to be on Facebook compared to those aged 50-64 (80% vs 74%).
Gender differences
When it comes to gender, women are more active on Facebook, Instagram, and TikTok. On the other hand, men are more present on X and Reddit. Looking at Instagram directly, women typically use it 11% more than men.
Race and ethnicity
Black, Hispanic, and Asian adults use Instagram, TikTok, and WhatsApp at higher rates than White adults. For example, only 23% of White adults use Instagram, compared with 37% of Black adults, 56% of Hispanic adults, and 54% of Asian adults.
You can read the full details of the report here.
What this means for your strategy as an artist
Of course, there is no universal answer for which platform you should be on. The real trick is understanding where your audience spends their time, and meeting them there.
Perhaps your fanbase is young and diverse, so it may be more worthwhile for you to target TikTok, Instagram, and WhatsApp for example. If you’re trying to reach older audiences, Facebook might be your best bet. If you want to share evergreen content on a platform where music and video naturally thrive, then YouTube is an obvious choice.
The key is to focus on the platforms where your listeners already are. Plus, diversifying your online presence across a few different platforms can be huge. That’s how you can boost your chance of creating a community, growing your fanbase, and kick-starting your career as an artist.