How to Use HubSpot Social Channel Research to Pick the Right Platforms

HubSpot makes it much easier to decide where to spend your time on social media by publishing detailed research on which platforms consumers actually prefer, how they use them, and what they expect from brands. This guide shows you exactly how to turn that data into a practical social media strategy.

Why HubSpot Social Research Matters for Your Strategy

Choosing the wrong social platforms wastes time and budget. Using the latest consumer data helps you avoid guesswork and focus on channels that can actually move the needle.

The research from HubSpot on consumers’ favorite social channels highlights:

• Which social networks people use the most.
• Where they prefer to follow brands.
• How they discover products and make purchase decisions.
• What types of content feel authentic and engaging.

By translating these insights into a step‑by‑step process, you can build a lean, data‑driven social plan instead of spreading yourself thin.

Step 1: Map Your Audience to HubSpot Social Insights

Start by understanding who you are trying to reach, then connect that picture to what the HubSpot research shows about user behavior on each platform.

1. List your primary audience segments. Include details such as:

   • Age ranges and locations.
   • Job role or interests.
   • Main problems and goals.

2. Note where they already spend time online. Use:

   • Existing social analytics.
   • Customer surveys and interviews.
   • CRM or email engagement data.

3. Compare that to the HubSpot findings. Look at which social networks:

   • Consumers open every day.
   • They consider their “favorite” channels.
   • They use most often for discovering brands.

When your internal data lines up with what the research shows, you know those channels deserve priority in your plan.

Step 2: Use HubSpot Data to Prioritize Social Channels

Once you understand where your audience is, the next move is to assign clear priorities to each channel instead of treating them all the same.

Define Primary and Secondary Channels with HubSpot Data

Based on the patterns in the HubSpot social channel research, group platforms into three tiers:

• Primary channels – Where your audience is most active and where they are most open to branded content.
• Secondary channels – Useful for reach, experimentation, or specific campaigns.
• Hold or test channels – Platforms that do not yet show strong potential for your audience.

To assign a platform to a tier, consider:

• Consumer preference scores and time spent per session.
• How often people follow brands there.
• How much product discovery and purchase research happens on the platform.

Using this framework grounded in HubSpot findings keeps your team focused on a small set of high‑impact channels.

Align Channel Goals with HubSpot Benchmarks

For each prioritized platform, set a simple goal type that reflects how consumers use it, such as:

• Awareness – For channels where people scroll for entertainment and discover new brands.
• Engagement – For platforms where comments, shares, and DMs are common.
• Conversion support – For channels where people check reviews, tutorials, and product details.

Matching your goals to the patterns described in the HubSpot research helps you measure the right things and avoid chasing vanity metrics.

Step 3: Plan Content Types That Fit HubSpot Consumer Preferences

The article on consumer social habits shows that people care about authenticity, relevance, and ease of consumption. Use those themes to shape what you publish.

Build a HubSpot-Inspired Content Mix

Create a content mix for each platform that aligns with what consumers say they prefer. For example:

• Short, vertical videos that feel native to the app.
• Quick, scannable posts that deliver value in a few seconds.
• Behind‑the‑scenes content that shows real people, not just polished ads.
• Educational posts that help users solve a problem or learn a skill.

Let the HubSpot findings guide how often you post each format. If consumers report that they favor a particular type of post on a given platform, give that format more weight in your schedule.

Use HubSpot Themes to Keep Content Authentic

The research highlights that consumers follow brands that feel helpful and human. To implement this idea:

• Write captions that sound like a real person, not a corporate script.
• Feature user‑generated content and real customer stories.
• Respond to comments and messages quickly and honestly.
• Acknowledge feedback and show how you act on it.

This type of content not only lines up with the HubSpot research but also builds trust and long‑term loyalty.

Step 4: Schedule and Test Using a HubSpot-Style Process

A consistent schedule is more important than posting everywhere. Use a light structure that mirrors the data‑driven approach shown in the HubSpot study.

Create a Simple Weekly Posting Framework

For each primary channel, outline a repeatable schedule, such as:

• 3–5 short‑form videos per week.
• 2–3 educational posts.
• 1–2 community or behind‑the‑scenes posts.
• Regular Stories or temporary posts for in‑the‑moment updates.

Make sure the volume matches your capacity. It is better to post slightly less and keep quality high than to mirror every trend the research mentions but burn out your team.

Run Small Experiments Informed by HubSpot Findings

Design ongoing experiments around patterns called out in the study.

For example, test:

• Different posting times on the platforms where people log in multiple times a day.
• Various calls to action on posts aimed at product discovery.
• Different hooks in the first three seconds of video content.

Track performance weekly and adjust your schedule using simple metrics such as reach, saves, clicks, and replies.

Step 5: Measure Results and Refine with a HubSpot Mindset

The biggest advantage of using a data‑driven approach is that you can quickly see what is working and refine your plan over time.

Monitor the Metrics That Match HubSpot Research

Pick a few core metrics for each goal type:

• Awareness – Impressions, reach, and follower growth.
• Engagement – Comments, shares, saves, and DMs.
• Conversion support – Link clicks, profile visits, and sign‑ups attributed to social.

Review results every month, and compare platform performance back to the consumer preferences highlighted in the HubSpot social channel report. If a platform underperforms against its potential, adjust your content mix or posting frequency instead of abandoning it immediately.

Next Steps: Turn HubSpot Research into an Actionable Roadmap

Using consumer insights from HubSpot as your foundation helps you choose social networks with intention, craft content that fits how people actually behave, and focus on metrics that matter for your business.

Your next moves:

1. Study the latest HubSpot findings on consumers’ favorite social platforms.
2. Map your existing audience to those platforms and set clear priorities.
3. Design a lean content schedule based on proven consumer preferences.
4. Run small tests and refine your approach every month.

If you want help turning this research into a detailed, channel‑specific plan, you can explore social media consulting services from specialists such as Consultevo, who can assist with strategy, content, and analytics implementation.

By pairing the structured approach outlined here with the ongoing social channel insights from HubSpot, you can keep your social strategy accurate, efficient, and closely aligned with how real consumers behave online.

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