Where are your candidates? The ultimate channel guide 2026/2027

Daily Facebook use has gone from 62 to 50% in four years. So where are your candidates instead?

Maybe on Instagram, which has overtaken it and is now Sweden’s most used social media channel every week? Or on TikTok, which has grown from 13 to 20% but drops sharply from age 26?

The answer depends on who you want to reach. The guide shows where they are right now.

What you’ll find out

• Which channel reaches the most 16–25-year-olds every day? It’s not TikTok.
• Where do you reach 46–55-year-olds? One channel has 63% daily use in that group.
• Which large channel has an even gender split? And why should you care?
• What is AI doing to the way candidates search? 14% google less than a year ago, and 7 in 10 of them use AI instead.

What’s included:

• A channel guide showing the current top social media channels by age group
• Five years of development for Facebook, Instagram, YouTube, Snapchat, TikTok, LinkedIn, X and Reddit
• One page per channel covering who’s there and what has changed
• Differences between women and men in channel choice
• The next generation of candidates: how 8–19-year-olds use the internet
• AI and search: what candidates learn about you when they ask AI