Are users still on Facebook and what do they search for on Instagram and TikTok? With all the changes to X, is it still used? Each social media has its own particularities, as users do not behave in the same way on one as they do on another. Today we tell you what the users of each platform are like, a very interesting fact when it comes to organising a social media strategy.
Are there any followers left on Facebook?
The demise of Facebook has been a hot topic for several years, but time passes and the platform continues to resist. The erosion predicted by experts year after year does not materialise, which continues to be a very good opportunity for all those brands seeking to capture the attention of a more adult audience.
Facebook communities stand out for their ease of interaction, being quite active profiles that seek to resolve their doubts in the comments of the publications.
Instagram and the ‘Big Brother’ effect
Although the arrival of TikTok has changed the trend, Instagram continues to be one of the top social media used worldwide, but… What are users looking for on this platform?
Instagram has always been the social media to shine, the platform where the best photos are uploaded, in the most charming places. With the arrival of stories, and their 24-hour duration, the urgency to publish grew exponentially, with phrases such as: ‘If you don’t tell it in stories, it hasn’t happened’. This is why the social media of the little camera has become our own Big Brother, with users logging on to find out what their friends and peers have done or what they are doing.
The feed is still the perfect place to sell yourself, but the stories are the ones that help us show the ‘real’ side of our lives, where we are and what we do.
These behaviours are replicated by brands, which helps their content integrate more organically with that of other users on the platform.
TikTok arrives to revolutionise
When it seemed that no platform could dethrone Instagram as the most consumed social media, TikTok has arrived to stand up to it. Although at first it was understood that this channel was more intended for teenagers and their dances, the growth of users of all ages continues to boom.
While Facebook is all about information and Instagram is all about ‘gossip’, TikTok users are all about entertainment. Really, what is the difference between zapping through the TV until we find a programme we like and scrolling endlessly through a wide variety of short content that generates interest? Very little indeed.
One of the great advantages for users is the learning capacity of this platform’s algorithm, which is able to pick up on a user’s tastes almost instantly and show them videos that really interest them. When a profile logs on, they are just looking for quick entertainment to help them unwind. TikTok could be seen as a kind of Netflix that offers content in snack format.
That’s why brands should strive to create content that is truly engaging and presented in a native way that captures users’ attention.
Will 2025 be Twitter’s last year?
The former Twitter, now called X, is the platform that has aroused most controversy in recent times. Since the social media was bought by the tycoon Elon Musk, the loss of users has been constant, and its continuity is one of the great uncertainties of 2025.
If this platform has always been characterised by anything, it has always been a forum for debate, where discussions were measured in characters and could last for hours..
Users who go to this platform do so in search of the latest information to comment on it publicly and generate debate. Politics, sport and television programmes are the most common topics. If there is one platform where real time is important, it is this one.
How do brands take advantage of this? By getting involved in all these conversations as if they were just another user. This is one of the platforms where the figure of the Community Manager is one of the most prominent, as it is assumed that behind each brand there is a person commenting.
Youtube remains the king of video
As we have already explained, TikTok is a platform dedicated to entertainment, but it was not the first platform dedicated to it. Before its 30-second videos, Youtube already offered hours and hours of content to keep us in front of the screen. The main difference lies in the length of the videos, as Youtube offers longer content.
The user of this platform is not looking for a quick video to consume, but is willing to invest the necessary time to soak up all the information they need. They don’t want second parts, they want to press play and get all the information they are looking for. We could say that this is a calmer consumer, who invests his time in higher quality content.
Brands present on Youtube, should take this into account when creating their content, as summaries or quick videos are not for this platform, users want to know in detail their products.
Although all platforms fall within the universe of Social Media, each one has its own particularities and brands must know how to adapt to them in order to gain the trust of each user.
