Social media brands

Social media brand rankings in the U.S.

YouTube and Facebook reach the highest brand awareness in the U.S., with 94 and 93 percent respectively. Pinterest and Twitter have an identical user loyalty score of 85 percent, while BeReal. has some room to cover to be among the most relevant social networks.
Social media interactions are in one way or another shaping just about every aspect of consumers' lives around the world, and the digital population is growing and growing. While not all social networks are equally impactful, all of them depend on being recognized, having users, and having as loyal users as possible.

Insights

YouTube and Facebook lead in brand awareness, usage share, and brand loyalty
Instagram has a higher brand awareness than TikTok
TikTok users are more loyal than Snapchat users

Brand awareness

Who isn’t familiar with Facebook and YouTube?

According to our exclusive survey, not many. Both YouTube and Facebook boast an impressive brand awareness, making them the most widely recognized social networks in the U.S. Following closely behind is Instagram, with recognition from 91 percent of consumers. Other notable social networks in the U.S. include giants like TikTok, Twitter, and Snapchat, among others.

Brand usage

Facebook and YouTube reign supreme

There’s no denying the overwhelming popularity of Facebook and YouTube among U.S. consumers. These social networks not only dominate the awareness rankings, but they also have the highest usage share. Taking a distant third place is Instagram, with a brand usage 56 percent among consumers who know the brand, followed by TikTok and Snapchat. However, social networks like Flickr, WeChat, and Truth Social, find themselves on the lower end of our list, with only around one-tenth of respondents having utilized them in the past 4 weeks before our survey.

Brand loyalty

Facebook and YouTube keep them coming back for more

The two social networks with the most users in the world also have the most loyal fanbases in the U.S. According to our survey, over 90 percent of consumers who use Facebook or YouTube are likely to use these social networks again in the future. Instagram, TikTok, and Pinterest are other brands that can count on their users in the long run. Meanwhile, there is still room for improvement for the likes of Foursquare and Flickr, with a score around 60 percent in our user loyalty ranking.

Published July 4, 2023

Brand KPI deep dive