Facebook ranked first among social media platforms utilized by American internet users to engage with brands in 2023, with 61.5% of users doing so, according to data from Attest from February 2024.

TikTok saw the greatest increase in the amount of time internet users spent interacting with brands, rising by nearly eight percentage points YoY, according to a report by EMarketer.

Brands should have a presence on several social media channels, but the material on each site should be tailored to the platform’s ideal format and audience, the report noted.

Facebook’s audience is older than YouTube’s, so edgy, experimental videos on the network may not work as well.

Interactions with brands increased between 2022 and 2023 on all platforms except X and Twitch, indicating that social media remains a meaningful way to contact customers.


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