There's no denying that today, "social media platforms" have become an inseparable part of everyone who uses the internet. Every year, countless new platforms emerge. Some launch with a splash and, at times, manage to generate buzz, capture attention, and build an enormous user base, while many others that fail to carve out a distinctive identity simply fall flat. Of course, a key influence on the success of any given platform is social media trends. Over the past year, the hottest trend that carried over from one year to the next was undoubtedly short-form video and streaming, which remain the most popular formats and a top priority for marketers, brands, and most people alike. So it's no surprise that in 2026, TikTok continues to be the newcomer platform that stays popular.
In this social era, a good marketer needs to read which way the wind is blowing and know how to keep the right tools at the ready. This gives you the time to choose the very best options that will help you stay ahead of competitors and achieve the best possible marketing results. So in this article, Relevant Audience has gathered information on the social media platforms worth watching this year from Hubspot to share with up-and-coming marketers. If you're ready, let's dive in.
Social Media Platforms Worth Watching in 2026
According to data from Hubspot, between 2021 and 2022 the statistics on social media platform usage for online marketing in the United States changed significantly across Instagram, TikTok, and Facebook. Let's take a look at the details.
1. Instagram
Instagram is a social media platform that many marketing experts have predicted will see the highest growth rate in 2026 compared with other platforms in the market, thanks to an effective algorithm that helps brands deliver a great user experience. As a result, brands are able to expand their target audience base even further.
In addition, Instagram is also the platform with the highest share of First-Time Users at 36%, which aligns with the fact that most brands use Instagram as their primary platform for online marketing.
2. TikTok
As mentioned above, one of the trends that remains popular in 2026 is short-form video. So it's no surprise that TikTok stands at number one as the social media platform of choice for Gen-Z users and the platform where people spend the most time. Moreover, when it comes to building a target audience base for brands, it ranks second only to Instagram.
3. Facebook
According to HubSpot's survey data, Facebook has been a platform with steadily increasing usage since 2021. That makes Facebook a platform worth investing in for marketing in 2026, especially with Community Marketing strategies, which are important for modern brands looking to connect more closely with their target audience.
4. Live Audio
>Last year, many of you likely saw the buzz around Live Audio-focused platforms like Clubhouse, which broke into the Thai market and enjoyed considerable popularity for a while before the hype began to fade. But in 2026, platforms that support Live Video features will draw more interest from most marketers, especially Facebook Live Audio, which is likely to be the most popular.
Platforms With Declining Usage Trends
According to HubSpot's data, the platform with the largest decline in usage was Twitter, down -17% year over year (YoY). The same goes for Twitch, the streaming platform, which fell -30% year over year (YoY). In addition, Clubhouse and Twitter Spaces also saw significant declines in usage.
Final Thoughts
We all know that consumer behavior today changes rapidly, especially in the world of social media. This means both brands and marketers must constantly adapt to keep up with new fads and trends. However, jumping on every popular trend doesn't always mean your marketing campaigns will succeed. You need to know how to use platforms effectively, understand which platform suits which type of brand audience, and from there build a marketing plan that stands out and helps your brand achieve better and more effective marketing results.
Get Digital Marketing Consulting at Relevant Audience
Relevant Audience is a company providing Digital Performance Marketing Agency services, with the main goal of delivering digital marketing services that help businesses reach the target audiences searching for their products or services at the right time, place, and device, across various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
For more information
Tel.: 02-038-5055
Email: info@relevantaudience.com
Website: www.relevantaudience.com
