Facebook Tops the List Among U.S. Adults in 2025
Amid the rapid evolution of social media, a new Pew Research Center report released in 2025 provides a clear snapshot of how American adults are engaging online. Contrary to the assumption that newer apps dominate daily life, the study finds that Facebook remains the most popular social media platform among U.S. adults, with broad reach and steady usage across generations. This isn’t to say newer platforms aren’t influential; rather, the data reveal a layered landscape where familiarity, habit, and practical use shape where people spend their time online.
What the Numbers Say
The Pew survey tracks platform usage across age groups, education levels, and geographic regions, uncovering a nuanced picture. While Instagram and TikTok attract large audiences—especially among younger adults—Facebook consistently ranks highest in terms of overall share of users and frequency of use among the adult population. YouTube also features prominently, showing that many people rely on video content for entertainment, news, and education. The report emphasizes that popularity isn’t just about daily scrolling; it reflects a mix of habitual use, content variety, and perceived usefulness.
Generational Differences in Platform Preference
Older adults tend to use Facebook more frequently than other platforms, often citing its broad functionality—from messaging to local community groups—as a practical hub. Younger users may experiment with platforms like TikTok or Instagram, but many still cross-post or engage with Facebook for family updates, event planning, and trusted sources of information. The split is less about one platform completely eclipsing another and more about different platforms fulfilling distinct needs within a diverse online ecosystem.
Why Facebook Still Matters for Marketers and Public Discourse
For marketers, the Pew findings reinforce the value of a foundational presence on Facebook. The platform’s mature ad infrastructure, robust analytics, and extensive user base make it a persistent channel for reach, community building, and local targeting. At the same time, the rising reach of YouTube suggests that video remains a dominant format for attention and retention. A balanced strategy that multiplies touchpoints across Facebook, YouTube, and, where appropriate, other platforms, tends to yield the strongest results in 2025.
Content Strategy for a Diverse Audience
Businesses and creators should tailor content to the unique strengths of each platform. On Facebook, long-form posts, community discussions, and event promotions can drive engagement, while on YouTube, educational tutorials, product demonstrations, and immersive storytelling capture interest in a more visual format. Instagram and TikTok remain powerful for younger audiences and brand discovery, but their value is often maximal when paired with a solid Facebook and YouTube presence that supports cross-channel discovery and reaffirmation of brand messaging.
What This Means for Everyday Users
For ordinary users, the 2025 Pew results underscore that social media remains a central part of daily life, but it’s diversified. People often use multiple platforms for different reasons: staying in touch with friends and family, consuming news, following hobby communities, and seeking entertainment. The takeaway isn’t to abandon any one platform but to recognize how your routines and interests align with each app’s strengths. If you’re trying to cut back, start by auditing where you spend the most time and what you hope to gain from each session.
Looking Ahead
As platforms evolve with features like live video, community groups, and enhanced creator tools, user attention will continue to fragment in complex ways. The Pew 2025 findings remind us that platform popularity is dynamic, but core needs—trust, relevance, and accessibility—drive where people land online. For researchers, creators, and brands, the message is clear: maintain a balanced, audience-centered presence across multiple channels, with a clear understanding of what each platform delivers.
