US Social Media Outlook 2023

From Crisis and Chaos to New Opportunities

Report by Jasmine Enberg  | Jan 25, 2023

Worldwide Social Media Outlook 2023

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Table of Contents
Executive Summary
Key Points
2023 Will Be a Year of Change and Opportunity
TikTok Will Face Its Biggest Threat(s) Yet
2023 Will Be a Mixed Bag for Meta and Snap
LinkedIn and Reddit Will Gain From Twitter’s Losses
Sources
Media Gallery
About This Report
It’s easy to be pessimistic about the state of social media in 2023. But while challenges will persist, the shifting landscape will also give rise to more opportunities for marketers to reach social audiences.
Topics
Social Media Usage
Social Media Marketing
Social Media Users
US
Table of Contents
Executive Summary
Key Points
2023 Will Be a Year of Change and Opportunity
TikTok Will Face Its Biggest Threat(s) Yet
2023 Will Be a Mixed Bag for Meta and Snap
LinkedIn and Reddit Will Gain From Twitter’s Losses
Sources
Media Gallery

Executive Summary

In 2023, the social platforms will attempt to heal from last year’s external challenges and self-inflicted wounds. It won’t be easy, but as they do, they’ll create new opportunities for marketers. Meanwhile, as government regulation on TikTok looms, a crop of new social apps is waiting in the sidelines.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How will the rise of BeReal and other Gen Z-focused apps impact TikTok, Facebook, Instagram, and Snapchat?
  2. Will the rallying cry to ban TikTok continue into 2023?
  3. What platforms will benefit from Twitter’s user decline?

WHAT’S IN THIS REPORT? Our outlook for the US social media landscape in 2023, based on our latest forecasts for US social network users and ad revenues.

KEY STAT: In 2023, TikTok will become the third social network, along with Facebook and Instagram, to surpass 100 million monthly US users—provided US lawmakers or regulators don’t grind its growth to a standstill.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. 2023 Will Be a Year of Change and Opportunity
  1. TikTok Will Face Its Biggest Threat(s) Yet
  2. 2023 Will Be a Mixed Bag for Meta and Snap
  3. LinkedIn and Reddit Will Gain From Twitter’s Losses
  1. Sources
  2. Media Gallery

Charts in This Report

US Social Network Users, by Generation, 2018 & 2023 (% of total)How Has Our US Social Network Ad Spending Forecast Changed? (billions, 2021-2024)
US TikTok Users, 2019-2026 (millions, % change, and % of internet users)US TikTok Ad Revenues, 2019-2024 (billions and % change)
US Meta User* and Ad Revenue** Growth, 2019-2024 (% change)US Gen Z Facebook, Instagram, Snapchat, and TikTok Users, 2019-2026 (% of social network users)
US Facebook and Instagram User Growth, by Age, 2023 (% change)US Snapchat User Growth, by Generation, 2023 (% change)
US Twitter Users, by Age, 2023 (% change)US Twitter*, LinkedIn**, and Reddit*** Users, 2019-2026 (millions)

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Download
Report
Spreadsheet
The One-Pager
Deck
Share
Table of Contents
Executive Summary
Key Points
2023 Will Be a Year of Change and Opportunity
TikTok Will Face Its Biggest Threat(s) Yet
2023 Will Be a Mixed Bag for Meta and Snap
LinkedIn and Reddit Will Gain From Twitter’s Losses
Sources
Media Gallery
About This Report
It’s easy to be pessimistic about the state of social media in 2023. But while challenges will persist, the shifting landscape will also give rise to more opportunities for marketers to reach social audiences.
Topics
Social Media Usage
Social Media Marketing
Social Media Users
US
Table of Contents
Executive Summary
Key Points
2023 Will Be a Year of Change and Opportunity
TikTok Will Face Its Biggest Threat(s) Yet
2023 Will Be a Mixed Bag for Meta and Snap
LinkedIn and Reddit Will Gain From Twitter’s Losses
Sources
Media Gallery
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authors

Jasmine Enberg

Contributors

Paul Briggs
Principal Analyst
Peter Newman
Senior Forecasting Analyst
Debra Aho Williamson
Principal Analyst