top of page

Demographics of Each Social Media Platform

Which social media channels should your business use? That depends on who you’re trying to reach. Understanding the demographics of and use cases for each major social media platform will help you determine the best place to connect with your audience.


Instagram Demographics

Largest user base: 18-24 year olds

Other insights:

  • Total users: 2 billion

  • 47% of American adults use Instagram.

  • Users are pretty evenly split along gender lines. 51% of users worldwide are male.

  • Instagram is said to be the best platform for building relationships with brands.

  • It’s a search engine, too. Nearly 40% of Gen Z would rather search for info on TikTok and Instagram than Google.


Distribution of Instagram users worldwide as of January 2023, by age and gender


Facebook Demographics

Largest user base: 25-34 year olds

Other insights:

  • Total users: 3 billion

  • Facebook is the world’s most-used social media platform.

  • Facebook is the most popular social media platform for American adults over 50, with 71% of that age group using it.

  • Facebook is used most to stay connected with friends and family.


Distribution of Facebook users worldwide as of January 2023, by age and gender


YouTube Demographics

Largest user base: 25-34 year olds

Other insights:

  • Total users: 2.4 billion

  • Approximately 54% of users are male.

  • YouTube is the world’s second-most visited website, after Google.

  • Music, how-to, gaming, sports, and comedy content is particularly popular.


YouTube advertising audience profile


TikTok Demographics

Largest user base: 18-24 year olds

Other insights:

  • Total users: 1.2 billion

  • TikTokers use the app for an average of 1.5 hours daily.

  • It’s a search engine, too. Nearly 40% of Gen Z would rather search for info on TikTok and Instagram than Google.

  • TikTok has especially thriving communities for book, car, and movie lovers, as well as for small businesses and sustainability.


Distribution of TikTok users in the United States in 2022, by age group


X (Twitter) Demographics

Largest user base: 25-34 year olds

Other insights:

  • Total users: 666 million

  • 63% of X users are male.

  • 60% of U.S. adults who have used X in the last year have taken a break of several weeks or more from the platform at some point during that time.

  • X is particularly popular for learning about news and current events.




LinkedIn Demographics

Largest user base: 25-34 year olds

Other insights:

  • Total users: 950 million

  • 50% of U.S. adults who earn over $75,000 dollars a year use LinkedIn.

  • Channel focuses on professional networking.


Distribution of LinkedIn users worldwide as of January 2023, by age group


Pinterest Demographics

Largest user base: 18-24 year olds

Other insights:

  • Total users: 465 million

  • 76.2% of Pinterest users are female.

  • 46% of adult U.S. women use Pinterest.

  • Pinterest is commonly used to inspire projects and plan life moments.

  • The most popular Pinterest categories are home décor, DIY and crafts, entertainment, education, art, fashion, food and drinks, beauty, event planning, and gardening.


Distribution of Pinterest users worldwide as of January 2023, by gender


Threads Demographics

Largest user base: ?

Other insights:

  • Total users: Around 100 million

  • Threads was launched in 2023, and there isn’t a lot of information about its usage yet.

  • Threads is used largely by people seeking an alternative platform to X.


Snapchat Demographics

Largest user base: 18-24 year olds

Other insights:

  • Total users: 750 million

  • Snapchat reaches 90% of 13-24 year olds.

  • Many of Snapchat’s users do not use other social media platforms frequently, so it has a unique audience.

  • Top reasons for using Snapchat include talking to friends, sharing photos and videos, and trying lenses and filters.


Snapchat Advertising Audience Profile


If you’d like help figuring out which social media platforms will be most effective for your business, check out Scenda’s Program 1. We’ll also help you set up, brand, and launch your accounts, and come up with a sustainable plan for managing them. If you’d like to learn more about this service, contact us here.


Scenda is a social media agency that uses month-long programs to help businesses set up, brand, and optimize their channels. Along the way, we provide tools, templates, and training so that after finishing the program, businesses can manage accounts on their own. Visit scendasocial.com to learn about our services, and follow us on social media.



Sources:

  1. https://blog.hootsuite.com/how-to-use-instagram-for-business/

  2. https://blog.hootsuite.com/wp-content/uploads/2023/01/Instagram-statistics-10.png

  3. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

  4. https://www.statista.com/statistics/248769/age-distribution-of-worldwide-instagram-users/

  5. https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/

  6. https://blog.hootsuite.com/youtube-stats-marketers/

  7. https://blog.hootsuite.com/tiktok-stats/

  8. https://blog.hootsuite.com/social-media-demographics/#X_formerly_Twitter_demographics

  9. https://www.statista.com/statistics/828092/distribution-of-users-on-twitter-worldwide-gender/

  10. https://about.linkedin.com/

  11. https://sproutsocial.com/insights/linkedin-statistics/

  12. https://www.statista.com/statistics/273505/global-linkedin-age-group/

  13. https://www.statista.com/statistics/246182/share-of-us-internet-users-who-use-pinterest-by-gender/

  14. https://www.omnicoreagency.com/pinterest-statistics/

  15. https://meetedgar.com/blog/pinterest-categories-popular/

  16. https://www.oberlo.com/statistics/pinterest-age-demographics

  17. https://www.theverge.com/2023/10/25/23932473/mark-zuckerberg-threads-100-million-monthly-users-earnings

  18. https://forbusiness.snapchat.com/advertising/why-snapchat-ads

  19. https://www.socialmediatoday.com/news/snapchat-shares-new-insight-into-unique-audience-reach/697226/

  20. https://www.oberlo.com/blog/snapchat-statistics

  21. https://blog.hootsuite.com/snapchat-demographics/

  22. https://www.marketingcharts.com/demographics-and-audiences/boomers-and-older-228353

  23. https://blog.hootsuite.com/facebook-statistics/

  24. https://blog.hootsuite.com/instagram-statistics/

  25. https://datareportal.com/essential-youtube-stats

  26. https://explodingtopics.com/blog/x-user-stats#age

Comments


Commenting has been turned off.
bottom of page