Leading Brands in US Social Media: Q4 2023 Performance Overview

In the dynamic landscape of social media, understanding audience trends across platforms is crucial for business success. Our analysis of Q4 2023 focuses on three leading brands: YouTube, TikTok, and Facebook. These platforms have shown significant engagement across websites and apps, underpinned by data from Sensor Tower’s comprehensive suite of tools, including Web Insights, App Performance Insights, and Pathmatics.

YouTube

YouTube, a powerhouse in video content, continues to demonstrate robust digital presence across its website, youtube.com, and the YouTube app.

• Audience Trends: From Q3 to Q4 2023, youtube.com maintained a stable monthly deduplicated audience, with unique visits consistently over 220M. The deduplicated audience reached 323M by December, showing slight growth over the quarter.

• App Engagement: The YouTube app saw stable engagement, with monthly active users hovering around 260M throughout the quarter, indicating a strong mobile presence.

• Ad Spend & Channels: Monthly advertising spend peaked in September, exceeding $6M, with impressions over 770M. While Snapchat and TikTok were significant channels, OTT (Over-the-top media services) saw limited investment.

TikTok

TikTok's influence continues to grow across its websites, douyin.com and tiktok.com, and the TikTok app.

• Audience Trends: tiktok.com experienced consistent growth, with visits surpassing 940M in December. The monthly deduplicated audience for TikTok reached approximately 190M, reflecting a stable user base.

• App Engagement: The TikTok app maintained a strong monthly active user base, with users remaining over 110M throughout Q4.

• Ad Spend & Channels: TikTok’s advertising strategy included significant monthly investments, peaking in December at over $7M. YouTube and mobile display were prominent channels, delivering substantial impressions.

Facebook

Facebook continues to engage a wide audience on facebook.com and through the Facebook app.

• Audience Trends: facebook.com maintained a steady flow of unique visits, consistently above 175M. The monthly deduplicated audience reached approximately 283M by December.

• App Engagement: The Facebook app saw a slight increase in monthly active users, rising to nearly 255M by the end of Q4.

• Ad Spend & Channels: Facebook’s monthly ad spend surged in October, reaching over $7.6M, with impressions peaking at nearly 970M. Desktop display and Snapchat were major channels for ad impressions.

Conclusion

As Q4 2023 concludes, YouTube, TikTok, and Facebook continue to dominate the social media landscape with substantial web and app engagement. Sensor Tower’s unparalleled data insights provide a detailed view of these trends, highlighting the critical role of cross-platform analysis in understanding user behavior. For more comprehensive insights, explore Sensor Tower’s offerings, including Web Insights, App Performance Insights, and Pathmatics.