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Social media has substantially changed how people communicate, sell products and services, and tell stories—although that wasn't necessarily the intention.

Some precursors to social media platforms, including the launch of AOL Instant Messenger in 1997 and LiveJournal in 1999, were created to support thoughtful communication between friends or discussions of niche interests with like-minded people. But as social media evolved, some platforms morphed into sophisticated machines of data collection, monetization, and algorithm-driven content.

Social media today plays a vital on- and off-screen role in the everyday lives of most Americans, thanks in part to the smartphone. People connect with friends on social media but also use these platforms to read the news, find entertaining content, and shop for items. With the ubiquity of these forums and near-universal use, social media platforms have also come under fire for spreading misinformation and conspiracies, siloing people into increasingly radical thinking, and a range of privacy issues by making it difficult for users to control how their behavioral data points are used.

Based on Pew Research Center survey data, Spokeo identified the fastest-growing social media platforms in the U.S. and explored the factors driving that expansion.

The popularity of different social media channels often depends on age, income, education, and political values, according to the Pew study. Some platforms, such as Instagram and Snapchat, are more wholly embraced by younger generations, while older generations prefer Facebook. Meanwhile, TikTok is used by 3 in 5 (62%) Americans aged 19-28 but just 34% of Americans 50 and older.

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