Facebook, YouTube Top Social Channels For Brand Interactions
Social media remains the dominant channel for marketers to engage with consumers, with Facebook (62%) and YouTube (59%) being the most widely used platforms for brand interactions among US working-age consumers (18-67), according to research from Attest. These platforms have maintained steady engagement levels over the past year, unlike others that have seen declines. Instagram usage for brand interactions fell slightly to 45%, while TikTok dropped from 43% in 2023 to 37% in 2024.
This decline in brand interactions extends to other platforms, including Snapchat (22%) and Pinterest (19%), while X (formerly Twitter) continues its downward trajectory. Meanwhile, 13% of respondents reported not interacting with brands on social media at all, a figure that has remained stable over recent years. Notably, Gen Z consumers have become less engaged with brands on social media, with fewer willing to receive frequent brand emails and a significant drop in brand interactions on key platforms like TikTok and Snapchat.
TikTok saw the most substantial drop among Gen Z, with brand engagement falling from nearly 70% to 50.5%, while Snapchat saw a similar decline from 46% to 36%. However, YouTube (66%) and Instagram (63%) remain the most popular platforms for Gen Z to interact with brands, while Facebook is significantly less favored by this group (39%) compared to the overall sample (62%). Given these shifts, analysts warn that brands relying solely on social media to engage Gen Z consumers in 2025 risk losing effectiveness, as this audience is also becoming less likely to begin their shopping journey on social media platforms.
As consumer behavior evolves, marketers must diversify their strategies beyond social media, incorporating multi-channel engagement tactics, personalized experiences, and direct-to-consumer touchpoints. Understanding generational preferences and adapting marketing approaches accordingly will be crucial for maintaining engagement and driving conversions.
Key Actionable Takeaways:
Prioritize Facebook and YouTube for Brand Engagement – With stable usage rates, these platforms remain key for reaching working-age consumers.
Reevaluate Instagram and TikTok Strategies – As engagement drops, brands should assess content effectiveness and adjust targeting to sustain interaction.
Diversify Beyond Social Media – Relying solely on social media for Gen Z engagement is risky—expand into direct channels like email, search, and owned content.
Leverage YouTube for Gen Z – With 66% of Gen Z using YouTube for brand interactions, invest in video content and influencer collaborations.
Adapt Brand Messaging for Changing Social Media Habits – Gen Z is engaging less with brands on social—create more authentic, experience-driven content to maintain interest.
Monitor Shifting Consumer Preferences – Keep an eye on engagement trends across platforms and adjust media spend accordingly.
Optimize Email Marketing for Gen Z – Since their preference for frequent brand emails is declining, refine email strategies to be less intrusive and more personalized.
Focus on Multi-Channel Shopping Journeys – As Gen Z becomes less likely to start shopping on social media, integrate social commerce with search, marketplaces, and direct channels.
Experiment with Emerging Platforms – Test engagement on alternative digital spaces such as Discord, Reddit, and niche communities where Gen Z is more active.
Strengthen First-Party Data Collection – As social media engagement fluctuates, invest in building direct customer relationships through loyalty programs and owned media channels.
