Tips, news & Buffer updates for your social media journey

Social media is growing more fragmented. Gone are the days of one or two platforms dominating social media. Today’s ecosystem has options for just about everyone, with platforms thriving in specialized areas to meet unique user needs.

Platforms like Bluesky, Threads, and Mastodon are carving out spaces for niche communities, while established giants like Facebook, Instagram, and YouTube remain steady players. People are no longer just sticking to the biggest platforms — they’re going where their values, interests, or goals are best served.

We wanted to take a step back to analyze where social media users are spending their time and effort by analyzing platform growth, trends, and engagement over the past two years. To do this, we looked at data from Buffer to see which platforms our users are choosing to connect Buffer to and whether or not they are actively using the channels they choose.

Here’s everything you need to know about the current state of social media, what it means, and how to make the most of this in your social media strategy.

How we analyzed the data: our research methodology

To understand the current social media landscape, we reviewed Buffer’s data on overall social network usage from 2022 to 2024, analyzing millions of channel connections across the following platforms: Facebook, Instagram, TikTok, YouTube Shorts, Pinterest, Threads, Bluesky, Mastodon, Twitter/X and Google Business.

Here’s what we measured:

• Total connections: Accounts connected to Buffer.
• Active connections: Accounts that are currently posting to the channel via Buffer.
• Growth rates: Percentage increase or decrease in connections over time.

A note on limitations: Our data comes from Buffer’s channel connections, reflecting usage patterns specific to our audience of creators, small business owners, and social media professionals. While these insights align with broader trends, they may not capture the total scope of social media activity.

Now, let’s dive into the data — and the story they tell about where social media is heading.

The state of social media platforms: Buffer’s data from millions of channel connections

To start, here’s a look at overall trends for the last two years. You can see in this chart that while some social networks have remained steady, others have seen a slight decline from their all-time high, while a few have shot up rather drastically. Let’s get into all of this data below.

Here are the highlights:

• Bluesky and Threads are leading the charge as the fastest-growing platforms. Bluesky has jumped from just 1.6K connections in July 2024 to 27K, while Threads isn’t far behind, growing from 3.3K in June 2024 to over 23K.
• TikTok is the most rapidly adopted channel, growing from 779 connections in its first month on Buffer (June 2022) to 276K today.
• Facebook is still the heavyweight champion for total connections, with 1.85M. It’s grown 70% since 2022, up from 1.08M.
• Pinterest and Instagram have shown steady growth. Pinterest has doubled its connections since 2022 (up 113% from 56K to 120K), and Instagram has grown 94.7%, going from 657K to 1.28M connections.
• X/Twitter is the slowest-growing legacy platform, with a 36.9% increase since 2022 (1.02M to 1.39M).
• YouTube Shorts is quietly picking up steam, growing from 5.6K users in June 2023 to 147K connections in a little over a year.

Let’s dive into each platform, starting from the channel with the most connections in Buffer.

Channels added before 2022

Facebook — ➕ most connected channel

1.82M total connections with 108K active connections.

Facebook has grown 70% since 2022, from 1.08M to 1.85M connections.

Twitter/X — 📊 slowest growing channel

1.39M total connections with 81.2K active connections.

Twitter/X has grown by 36.9% since 2022, from 1.02M to 1.39M total connections.

Instagram

1.28M total connections with 104.1K active connections.

Instagram has grown 94.7% since 2022, from 657K to 1.28M total connections.

LinkedIn

822K total connections with 72K active connections.

LinkedIn has grown 89% since 2022 from 434K to 822K connections.

Pinterest

120K total connections with 9.7K active connections.

Pinterest has grown 113% since 2022, from 56K to 120K connections.

Channels added after 2022

TikTok — 📈 most rapidly adopted channel

276k total connections with 30.5k active connections.

TikTok has grown since we launched it in June 2022, from 779 connections in its first month to 276K connections.

YouTube Shorts

147k total connections with 18.4K active connections.

YouTube Shorts has grown since June 2023, from 5.6K users in its first month to 147K connections.

Bluesky — 🔥 fastest growing channel

27.6K total connections with 20.7K active connections.

Bluesky has grown since launched it in July 2024, increasing from 1.6K in its first month to 27K connections.

Threads — 📈 second fastest-growing channel

23.1k total connections with 13.8k active connections.

Launched in June 2024, Threads has grown from 3.3K in the first month to over 23,000 connections.

Mastodon

13.3K total connections with 4.3K active connections.

Since it was added in January 2023, Mastodon has grown from 721 connections in its first month to a current total of 13.3K connections.

What the data means: trends we’re seeing in social media

The data is one thing – now let’s talk about what those mean with wider industry trends.

1. Established platforms like Facebook, Instagram, LinkedIn, and X continue to provide stability

Platforms like Facebook, Instagram, LinkedIn, and X continue to be the backbone of many social media strategies based on our data.

You can see in the data that channel connections for Facebook, Instagram, LinkedIn, and X have all been on a steady rise since early 2023, with no signs of slowing down.

Facebook: Since its inception in 2004, Facebook has maintained its position as a leading social media platform. As of 2024, it boasts 1.85 million total connections on Buffer, reflecting a 70% growth from 1.08 million in 2022. With 108,000 active connections, Facebook remains a cornerstone for businesses aiming to reach a broad audience.

Instagram: Launched in 2010 and acquired by Facebook in 2012, Instagram has seen substantial growth. By 2024, it has reached 1.28 million total connections on Buffer, a 94.7% increase from 657,000 in 2022. With 104,100 active connections, Instagram remains a vital platform for brands focusing on visual content and engagement.

LinkedIn: Established in 2002, LinkedIn has become the premier professional networking platform with over 1B users. As of 2024, it has 822,000 total connections on Buffer, marking an 89% rise from 434,000 in 2022.

X (formerly Twitter): Since its launch in 2006, X has been a key player in real-time communication. By 2024, it has grown to 1.39 million total connections on Buffer, a 36.9% increase from 1.02 million in 2022. With 81,200 active connections, X remains crucial for timely updates and customer engagement despite its slower growth compared to other platforms.

2. Rising stars TikTok and YouTube Shorts are exploding in growth

Even though TikTok and YouTube Shorts are recent additions to Buffer (2022 and 2023, respectively), they have rapidly expanded in connections. And when you add the context of when both first launched, their growth is even more impressive.

TikTok: Since its global launch in 2017, TikTok has seen unprecedented growth and user engagement, with an estimated 2.05B users. This surge is reflected in Buffer's data, where TikTok connections have grown from 779 in its first month on Buffer in June 2022 to 276K, marking a significant upward trajectory.

YouTube Shorts: Introduced in 2020 as YouTube’s answer to short-form content, Shorts quickly gained traction with YouTube’s 2.7B-strong audience. Buffer integrated YouTube Shorts in June 2023, and since then, connections have risen from 5.6K in the first month to 147K.

Notice a pattern here? Video is gaining massive interest among creators, brands, and users. This is further confirmed by our data, which shows that Instagram Reels get 36% more reach than any other post type. Even LinkedIn is getting in on the action with their vertical video feed — and seeing the results with a 36% year-on-year increase in video viewership.

3. There has been explosive growth and interest in decentralized social networks

Bluesky, Threads, and Mastodon are creating spaces for unique interactions. Whether it’s decentralization, lower barriers to entry, or community-focused interactions, they’re serving users who want something different.

Bluesky: With its Twitter-like interface and commitment to giving users control, it’s seen a massive surge in growth since it was launched in June 2023. On Buffer, Bluesky has grown from 1,600 connections in its first month (July 2024) to 27,000 connections. That’s a massive jump for a platform so new, proving that there’s a real demand for text-based and even decentralized platforms.

Threads: Introduced by Meta as the text-based sibling of Instagram in July 2023, Threads quickly amassed a substantial user base, reaching 175 million monthly active users by July 2024. Threads grew from 3,300 connections in its first month on Buffer (June 2024) to over 23,000 connections, cementing its place as one of the fastest-growing platforms we track. It’s clear that users are loving the seamless connection to Instagram, and this momentum shows no signs of slowing down.

Mastodon: Mastodon has been a quiet but consistent player on the decentralized, text-based side of social. Since Buffer started supporting Mastodon in January 2023, it’s grown from 721 connections in its first month to 13,300 connections. While Mastodon’s federated model might make growth a bit slower, it’s clear that the platform’s community-driven approach is resonating with users looking for smaller, more curated interactions.

4. Pinterest remains an untapped opportunity for brands

Pinterest often flies under the radar in social media strategies, but its unique features and user behavior make it a platform worth exploring for businesses.

With its focus on discovery and planning, Pinterest is particularly effective at driving sales and connecting users to products they love.

Since Buffer started supporting Pinterest, it has steadily grown in popularity among our users. From 56K connections in 2022, Pinterest has more than doubled to 120K connections by 2024.

While it’s not growing as fast as other platforms like Threads or Bluesky, its steady rise reflects its consistent value in social media strategies.

Pinterest is unlike most other platforms because users come ready to discover new ideas and products. In fact, 96% of the top searches on Pinterest are unbranded, meaning users are open to discovering new brands and businesses. This behavior makes Pinterest a prime space for businesses to reach audiences with high purchase intent.

Also, Pinterest’s ability to drive sales is unmatched in some categories. Studies have shown that it can deliver as much as a 25x return on ad spend (ROAS).

It works best in industries like beauty and personal care, so if you’re a brand or creator in the space looking to drive meaningful sales conversions, Pinterest is a channel to watch.

5. There’s greater opportunity to cross-post

The overlap between platform features is making it easier than ever to share content across multiple channels. With so many platforms supporting similar formats, creators and brands can extend the life of their content without putting in extra work. Let’s take a look at the numbers.

Text-first platforms: Platforms like Threads, Bluesky, Mastodon, LinkedIn, and X thrive on text-based content. These channels are seeing steady growth, with users drawn to conversational and thought-provoking posts.

Video-focused platforms: Short-form video dominates across platforms like TikTok, YouTube Shorts, and Instagram Reels. The numbers (and the addition of video to LinkedIn) reflect how this format continues to win audiences everywhere.

Carousel-friendly platforms: Carousel posts — perfect for step-by-step tutorials or storytelling — work particularly well on Instagram, Pinterest, and LinkedIn.

Static image platforms: Static images still shine on platforms like Instagram, Pinterest, and Facebook, where high-quality visuals can drive engagement.

I’d also like to throw one more in here: platforms with Stories — the disappearing content feature offered by Instagram, TikTok and Facebook. Stories are great for getting new content in front of your audience if you don’t want to wait for the algorithm and deepening your connection with your audience, according to Adam Mosseri.

How to make the most of this data

And that’s our data! Even now, platforms are growing, and people are adding new channels to their Buffer accounts, so this is not a one-and-done treatise on social media network usage patterns but will evolve with time.

With that said, this is a lot of info at once, and you might be wondering, what now?

So, here are some of our tips to make the most of this data.

Create in universal formats

Stories started on Instagram but now dominate Facebook, WhatsApp, and beyond. Short-form video? It’s no longer just TikTok’s thing — YouTube Shorts and Instagram Reels are just as competitive. The right format transcends platforms.

In 2024 and beyond, the key is to master content formats that work across platforms. A 90-second TikTok? Perfect for Reels. A LinkedIn post? Great as a thread on Bluesky or Threads.

Short-form videos, carousels, and engaging text are evergreen across platforms. One great piece of content can go far with cross-posting.

Prioritize content quality, not platform loyalty

If you take my advice and go all-in on mastering one format, then take my second piece of advice and focus on quality.

A high-performing short-form video will perform as well on YouTube Shorts as on TikTok. Likewise, a strong carousel can thrive on Instagram, Pinterest, and LinkedIn.

A TikTok can become an Instagram Reel or a YouTube Short. Carousels that crush it on Instagram can shine on LinkedIn or Pinterest. Repurposing isn’t just about saving time — it’s how you extend your reach without reinventing the wheel.

Platforms like Threads, LinkedIn, Bluesky, and Mastodon thrive with conversational, text-first formats. Text is still a powerful way to build communities, share ideas, and grow thought leadership.

Repurpose like a pro

Ever wondered how your favorite creators post frequently and consistently? They’re repurposing.

Repurposing is not just about squeezing every drop of value from your ideas — it’s about meeting your audience where they are and in the formats they love most.

It’s not a “you could” but a “you should.”

A single idea can be transformed into multiple formats. Take a long-form blog post, for example. That same piece can become a punchy carousel on Instagram or LinkedIn, a conversational thread on Threads or X, and a quick, snappy video for TikTok or YouTube Shorts.

The beauty of repurposing is that it isn’t just efficient — it’s strategic. Each platform has its own vibe, but the content you create can thrive across them with a little tweaking.

And if you’re worried that your audience will get content fatigue, don’t be. People are less likely to notice than you think.

With just a little extra effort, you can make your content work smarter, not harder, and expand your reach without constantly chasing new ideas.

Check out our other data content pieces

📚 Data Shows Instagram Reels are Best For Reach — But Not Engagement

📚 How 1.2 Million Posts Created with Buffer’s AI Assistant Performed vs Human-Only — and What That Means for Your Content