Who’s Your Audience? A Guide to User Demographics by Social Media Platform

Social media is constantly evolving, and it can be hard to keep up with the changes. In order to reach your target audience, you have to know where they are in the first place — but with so many different platforms, this can be challenging to figure out. 

To help you get started, let’s take a look at user demographics by social platform to understand where your audience is spending time across these platforms. 

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Why Is Knowing My Audience Important? 

Sending everyone the same, generic message isn’t effective. Not only do these situations cause customers to unsubscribe or hide your ad when they see it in their social media feeds, but it might also cause them to stop using your brand altogether. According to a 2022 Statista study, nearly half of customers (49%) would either somewhat or definitely stop using a brand if the brand didn’t personalize their shopping experience. 

We’re guessing that’s not what you want, right? Right. To avoid this, you have to get to know your audience so you can reach them more effectively. With the right information, you can inform your social media strategy, reach more of your target audience, and create stronger connections with current and potential customers. 

Facebook User Demographics 

One of the oldest social media platforms (we didn’t forget about you, MySpace!), Facebook is a huge leader in the market. With 70% of all social media users logging in to the platform, Facebook is the most-used social media platform in the United States, according to Statista

How Many People Use Facebook? 

Overall, Facebook reported more than three billion users in Q4 2023, a number that has steadily grown since 2008. Statista estimates that more than 250 million people in the United States use Facebook at least once a month. By 2028, the same study estimates this number will grow to 262.8 million. 

What Age Are Facebook Users? 

You’ve probably heard someone say only older generations are on Facebook, but the data tells us otherwise. 

According to Statista’s April 2024 study

  • 18.6% of users are 18 to 24 years old 
  • 24.2% of users are 25 to 34 
  • 18.9% of users are 35 to 44 
  • 14.2% of users are 45 to 54
  • 11.7% of users are 55 to 64 
  • 12.4% of users are 65 or older 

Are Facebook Users Early Adopters? 

Statista found that 12% of Facebook users are innovators or early adopters of new products, down from 14% in 2022. You’ll want to keep this in mind, especially if your business is marketing innovative products or technology. 

What Values Do Facebook Users Have? 

Authenticity, transparency, and values are critical to today’s consumers. In fact, most customers — 70% according to Sprout Social — want transparency about where your brand stands on economic, political, and social issues. 

Statista found the top 5 most essential aspects of life for Facebook users are: 

  1. A happy relationship
  2. An honest and respectable life
  3. Safety and security
  4. To be successful 
  5. The ability to make their own decisions 

What Interests Do Facebook Users Have? 

While there are tons of communities engaged on Facebook, there are some common themes among users. According to Statista

  • 54% of users are interested in movies, TV shows, and music 
  • 44% of users are interested in food and dining 
  • 35% of users are interested in health and fitness
  • 33% of users are interested in travel 
  • 33% of users are interested in history 

How Do Facebook Users Feel About Ads in Exchange for Content? 

According to Statista, 32% of Facebook users in the U.S. don’t mind advertising as long as they get free content in return. Like we said earlier this year, we believe 2024 is the year of ad-supported streaming, and it seems consumers don’t mind, as long as streamers hold up their end of the bargain with quality content. 

How Much Time Do People Spend on Facebook? 

In 2024, EMARKETER estimates that Facebook users who use the platform at least once a month spend an average of 32 minutes per day on the platform. 

Looking for more information on Facebook marketing? Check out our ultimate creative guide

Instagram User Demographics 

Instagram is an ever-changing, fast-growing social media platform that started prioritizing video content just a few years ago — and hasn’t looked back since. Reels are now one of the most popular features on the platform since they’re embedded into users’ Home, Explore, and Reel Feeds. Plus, users can share them in their Instagram Stories, making Reels accessible no matter what feature they’re using on the platform. 

Instagram has many unique features, but one of the most important to note is the search feature, which many Instagrammers use in place of other search engines. Certain age groups are more likely to do this than others, but it’s something to keep in mind no matter who you’re trying to reach. Business Insider reported, “Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google, according to Google’s internal data.” 

How Many People Use Instagram? 

With right around two billion users, Instagram is the third-largest social media platform in the world. The United States has the second-highest number of Instagram users around the world, with nearly 170 million users

What Age Are Instagram Users? 

As of April 2024, Statista found:  

  • 26.5% of users are 18 to 24 years old 
  • 28.3% of users are 25 to 34 
  • 19.5% of users are 35 to 44 
  • 12.2% of users are 45 to 54 
  • 7.8% of users are 55 to 64 
  • 5.8% of users are 65 or older 

Are Instagram Users Early Adopters? 

Somewhat — 14% of users are innovators or early adopters in 2024, down from 17% in 2022. In addition, 39% of Instagram users are in the early majority of adopting new products or technology, so it’s important to continue marketing to them earlier than some other platforms. 

What Values Do Instagram Users Have? 

According to Statista, the top 5 most important aspects of life for consumers are: 

  1. A happy relationship
  2. An honest and respectable life
  3. To be successful 
  4. Safety and security
  5. To have a good time

What Interests Do Instagram Users Have? 

According to Statista

  • 57% are interested in movies, TV shows, and music
  • 47% are interested in food and dining
  • 41% are interested in health and fitness
  • 37% are interested in travel 
  • 34% are interested in fashion and beauty

How Do Instagram Users Feel About Ads in Exchange for Content? 

According to Statista, 34% of Instagram users in the U.S. don’t mind advertising as long as they get free content in return. 

How Much Time Do People Spend on Instagram? 

In 2022, Statista found the average monthly user spends 29 minutes per day on Instagram, which is consistent with the 2021 average. Daily use has increased overall, from an average of 25 minutes in 2017. 

Explore our ultimate Instagram creative guide. 

LinkedIn User Demographics 

LinkedIn is often thought of as a professional social media platform filled with people looking to network or find a new job. While those aspects are true, many people also use the platform to share personal stories, inspire others to keep a work-life balance, and showcase a more modern working experience. 

Maybe unsurprisingly, Statista found that career advancement is more important to LinkedIn users than to other social media users, making this platform a great opportunity for education and career development businesses. The same study also found: 

  • 39% of LinkedIn users don’t mind advertising if they get free content, which is 8% higher than the total response average.
  • 51% of LinkedIn users remember seeing ads on video streaming services, 15% higher than the total response average.
  • 54% of LinkedIn users remember seeing ads on social media, 13% higher than the total response average. 

How Many People Use LinkedIn? 

LinkedIn is the 8th most popular social media platform in the United States, with 230 million users, according to Statista. The United States has more LinkedIn users than any other country in the world. In fact, India has the second-highest number of users per country, with 130 million users — right around 100 million fewer than the U.S. 

What Age Are LinkedIn Users? 

According to Statista, here are the LinkedIn user demographics by generation: 

  • 15% of users are Generation Z 
  • 47% of users are Millennials
  • 29% of users are Generation X 
  • 10% of users are Baby Boomers 

Are LinkedIn Users Early Adopters? 

Around 20% of LinkedIn users are innovators or early adopters. In addition, 36% of users are in the early majority, putting a majority of LinkedIn users — 56% according to Statista — within these first three groups. This makes LinkedIn a great platform to market your new products or innovative technology. 

What Values Do LinkedIn Users Have? 

The most important aspects of life are similar for users across social media platforms, including LinkedIn. Statista found that LinkedIn users are most focused on:

  1. Creating an honest and respectable life 
  2. Having a happy relationship 
  3. Ensuring safety and security
  4. Being successful 
  5. Making their own decisions 

What Interests Do LinkedIn Users Have? 

According to Statista

  • 59% are interested in movies, TV shows, and music
  • 51% are interested in food and dining 
  • 47% are interested in health and fitness 
  • 47% are interested in travel 
  • 43% are interested in science and technology 

How Much Time Do People Spend on Instagram? 

With 16.2% of users logging in to LinkedIn every day, you have a huge opportunity to reach your audience on LinkedIn. Plus, Statista found 48.5% of users log in monthly, increasing your chances of connecting with the right people through a long-term social media strategy. 

If you’re not sure where to start, explore our platform checklist here

Pinterest User Demographics

Pinterest is a photo and video social media platform that’s frequently used to find ideas, get inspired, and share creative endeavors. Though Pinterest’s original intention was to be a search engine, it features many social components, such as liking, sharing, and saving your favorite Pins in a compelling way. 

How Many People Use Pinterest?

With more than 89.9 million users in the United States, Pinterest is the seventh most popular social media platform. 

What Age Are Pinterest Users? 

According to Statista

  • 32% of users 18 to 29 
  • 34% of users are 30 to 49 
  • 38% of users are 50 to 64 
  • 18% of users are 65 or older

With a wide range of users, you’ll want to focus on targeting and providing value to your brand’s specific audience segments. 

Are Pinterest Users Early Adopters? 

When it comes to new technology, 2% of Pinterest users are innovators, 13% are early adopters, and 35% are early majority users, providing a pretty even split between Pinterest users who adopt new technologies quickly and those who don’t. 

What Values Do Pinterest Users Have? 

According to Statista, Pinterest users are focused on similar key life aspects when compared to other social media users. These include: 

  1. A happy relationship
  2. An honest and respectable life
  3. Safety and security 
  4. Success
  5. Making their own decisions 

What Interests Do Pinterest Users Have? 

  • 63% are interested in movies, TV shows, and music 
  • 55% are interested in food and dining
  • 47% are interested in health and fitness
  • 43% are interested in fashion and beauty 
  • 42% are interested in travel 

This platform is a great opportunity for many businesses to showcase their products, however certain industries can have more success than others. For example, this data shows Pinterest users may be more motivated to engage with content from entertainment, art, or food and beverage businesses. 

Learn more about Pinterest marketing

Snapchat User Demographics 

Snapchat is a unique social media platform since most of its content is built to last only a short time. Whether it’s a photo that can only be opened for five seconds or a Story that will only be live for 24 hours, the platform is built to encourage users to open the app frequently so they don’t miss out on content. 

Snapchat reported its users are focused on two key aspects of their social experience: authenticity and close connections, both of which can be obtained through the platform. Because of the quick nature of the app, people are less likely to spend time editing photos and mulling over “the perfect” thing to post. Instead, they’re going to share authentic, eye-catching content that connects them with others. 

How Many People Use Snapchat? 

Snapchat has a 27% user share in the United States, making it the fifth-most popular social media platform. In 2024, Statista estimated that 90.5 million people in the U.S. will use Snapchat  — and the user base is still growing. By 2026, that number is expected to reach around 91.7 million. 

What Age Are Snapchat Users? 

Snapchat has a significantly younger user base than most other social media platforms. Statista found that Snapchat users are broken down by age as follows: 

  • 18.6% of users are 13 to 17 years old 
  • 38.1% of users are 18 to 24 years old 
  • 23.6% of users are 25 to 34 years old 
  • 13.9% of users are 35 to 49 years old 
  • 3.7% of users are 50 years or older 

If your business is focused on targeting younger consumers, Snapchat is a must-have for your marketing strategy. 

What Values Do Snapchat Users Have? 

In line with other social media platforms, many of the most important aspects of life are the same for Snapchat users. According to Statista, these are: 

  1. A happy relationship
  2. Success
  3. An honest and respectable life
  4. Safety and security
  5. Having a good time

What Interests Do Snapchat Users Have? 

According to Statista

  • 58% of users are interested in movies, TV shows, and music
  • 50% of users are interested in food and dining
  • 40% of users are interested in health and fitness 
  • 37% of users are interested in fashion and beauty 
  • 36% of users are interested in travel

How Much Time Do People Spend on Snapchat? 

Adult users spend an average of 28 minutes per day on Snapchat, according to Statista. This number has been consistent since 2020. 

Explore our Ultimate Snapchat Marketing Guide here

TikTok User Demographics 

Launched in 2017, TikTok is a video-focused platform that quickly gained popularity around the globe. In fact, a 2023 study found that 37% of social media users in the U.S. already have brand loyalty to using TikTok above other platforms. 

Statista also found that 39% of all U.S.-based social media users engage with TikTok, making it the fourth-most popular social media platform in the U.S. The same study also found: 

  • 29% of TikTok users bought products because celebrities or influencers advertised them. 
  • 77% of TikTok consumers are also active on Facebook. 
  • TikTok users remember seeing ads on social media more often than other social media users.

How Many People Use TikTok? 

As of July 2024, 120.5 million people use TikTok in the United States, according to Statista

What Age Are TikTok Users? 

According to Statista

  • 38% of TikTok users are Generation Z 
  • 39% of users are Millennials 
  • 20% of users are Generation X
  • 4% of users are Baby Boomers 

Are TikTok Users Early Adopters? 

Similar to Snapchat’s audience, 15% of TikTok users are innovators or early adopters, according to Statista. In addition, 39% of users are in the early majority, making it another great platform to reach your audience. 

What Values Do TikTok Users Have? 

Statista found that TikTok users are focused on: 

  1. A happy relationship
  2. Success
  3. An honest and respectable life
  4. Safety and security
  5. Having a good time 

What Interests Do TikTok Users Have? 

Statista found

  • 58% of users enjoy movies, TV shows, and music 
  • 49% of users enjoy food and dining 
  • 39% of users enjoy health and fitness 
  • 36% of users enjoy fashion and beauty 
  • 35% of users enjoy traveling 

How Much Time Do People Spend on TikTok? 

The average U.S. adult social media user spends 31 minutes per day on TikTok in 2022, according to Statista. While this number is down from 33 minutes in 2020, it’s critical to understand that more people were likely spending more time at home and on social media in 2020 during COVID-19-related lockdowns. 

Plus, more than half an hour per day is still a huge opportunity for your brand to stand out to TikTok users! 

Explore the Ultimate TikTok Marketing Guide

Twitter User Demographics 

With a 23% usage rate among U.S.-based social media users, Twitter (X) is the sixth-most popular social media platform in the country. The same Statista report also found: 

  • Gaming and eSports are relatively prevalent interests of X (Twitter) users. 
  • 20% of X (Twitter) users are innovators or early adopters of new products. 
  • 79% of X (Twitter) consumers are also active on YouTube. 

How Many People Use Twitter? 

In 2022, Twitter had 57.5 million users in the United States, according to EMARKETER. But it’s important to note that the number of users is expected to decrease over the next several years. And the user base is decreasing around the globe. EMARKETER estimates that by the end of 2024, the global user base will drop to 335.7 million, a loss of more than 32 million users in just two years. 

What Age Are Twitter Users? 

According to Statista, global Twitter users can be broken down into the following age groups. 

  • 2.4% of users are 13 to 17 years old
  • 34.2% of users are 18 to 24 
  • 36.6% of users are 25 to 34 
  • 19.7% of users are 35 to 49 
  • 7% of users are 50 years old or older 

Are Twitter Users Early Adopters? 

Compared to other social media platforms, Twitter has a larger number of users that are innovators or early adopters. According to Statista, 2% of users are innovators and 18% of users are early adopters. 

What Values Do Twitter Users Have? 

Similar to other social media users, Twitter users identified the following as their top 5 : 

  1. A happy relationship
  2. Success 
  3. An honest and respectable life
  4. Safety and security
  5. To have a good time

What Interests Do Twitter Users Have?

Statista found

  • 61% enjoy movies, TV shows, and music 
  • 49% enjoy food and dining 
  • 42% enjoy sports 
  • 42% enjoy health and fitness 
  • 40% enjoy science and technology 

How Much Time Do People Spend on Twitter? 

In 2020, Twitter hit its peak daily usage at an average of 33 minutes daily. Since then, the average time spent has declined. In 2022, the average adult Twitter user spent 31 minutes on the platform, according to Statista

YouTube User Demographics 

While the average video might not hit one billion views in 88 days like Adele did, the platform is a fantastic opportunity to reach and engage with your audience. 

YouTube — along with a couple of other platforms — serves a unique dual purpose as a social media platform and a search engine. In fact, EMARKETER found that 20% of all U.S. consumers start their online shopping search on YouTube. 

In addition, Statista reported

  • 37% of YouTube users don’t mind advertising if they get free content in return. 
  • 74% of YouTube consumers are also active on Facebook.
  • YouTube users remember seeing ads in video portals more often than other social media users. 

How Many People Use YouTube? 

In 2024, Statista estimates that YouTube has more than 993 million users — and it’s not slowing down. By 2026, it’s estimated that the number of users will be over one billion. 

What Age Are YouTube Users? 

YouTube users by age group, according to Statista, are broken down as: 

  • 12.95% of users are 13 to 17 years old 
  • 31.68% of users are 18 to 24 
  • 38.41% of users are 25 to 34
  • 12.04% of users are 35 to 44
  • Only 4.92% of users are 45 or older 

Keep in mind that a majority of users are between the ages of 18 and 34, so you’ll want to tailor your content to a younger audience

Are YouTube Users Early Adopters? 

Roughly 12% of YouTube users are innovators or early adopters, according to Statista. Among the social media platforms in this guide, this is the second-lowest rate, following Facebook users. 

What Values Do YouTube Users Have? 

According to Statista, the top 5 life values of YouTube users are similar to those of other social media users. 

  1. An honest and respectable life
  2. A happy relationship 
  3. Safety and security 
  4. Success
  5. The ability to make their own decisions 

What Interests Do YouTube Users Have?

According to Statista

  • 60% are interested in movies, TV shows, and music
  • 48% are interested in food and dining
  • 39% are interested in health and fitness
  • 36% are interested in history 
  • 34% are interested in science and technology

How Much Time Do People Spend on YouTube? 

EMARKETER found that YouTube users spend about 36 minutes on the platform. By 2026, they estimate that number will reach 38 minutes, slowly increasing over the next few years. 

Find more information in the Ultimate YouTube Marketing Guide

10 Key Takeaways 

  1. Most social media users want the same things out of life. Many social media users are interested in happy relationships, success, the ability to make their own decisions, security, and creating an honest and respectable life. 
  1. Meta is a social media powerhouse. Meta alone can reach a huge portion of the population in the U.S. In 2024, 62.7% of the U.S. population is on either Facebook or Instagram at least once every month — and this number is expected to continue increasing. 
  1. Many shoppers begin their search for the perfect product on social media. With built-in search features, many social media platforms (especially YouTube and Instagram) are becoming the go-to search engines. 
  1. Having a good time is most important to Instagram, Snapchat, TikTok, and Twitter users. When asked about the most important aspects of their lives, users of these platforms were most likely to say having a good time is one of their top five priorities. 
  1. Organizations in some industries have an immediate advantage on social media. For example, the movies, TV shows, and music category was the number one interest of social media users across all platforms in this guide. While there’s an opportunity for everyone to reach their audience, some industries — like entertainment — might have an easier time than others. 
  1. Users are active across platforms. Don’t just spend your time speaking to an audience on a single platform — find out where else they’re spending their time. For example, 74% of YouTube consumers are also Facebook users, according to Statista
  1. Many social media users don’t mind ads as long as they get content in return. An average of 31% of social media users across platforms said they don’t mind advertising — as long as it comes in the form of good content! 
  1. If you’re looking for innovators and early adopters, head to LinkedIn or Twitter. As mentioned above, 20% of LinkedIn and Twitter users each fall into this category, which means they’re more likely to show interest in a new technology or product earlier than other consumers. 
  1. Social media users from these platforms love food, dining, cooking, and baking. The food and dining category was noted as an interest for users of each platform. Get some quality food and beverage content out into the world! 
  1. Despite the rise of other platforms, adults still spend a significant amount of time on Facebook. At an average of 33 minutes per day, Facebook has the second-highest use by U.S.-based adults among platforms in this guide. 

Reach Your Audience With Quality Video Content 

Now that you’re more familiar with your audience, you can begin creating content designed for them. No matter which platform you want to create video for or what industry you’re in, QuickFrame can help! 

QuickFrame is a global video marketplace that can connect your brand with leading video makers from around the world. Our makers are ready to help you create the compelling content your brand needs to stand out on social media and beyond. 

Ready to see how QuickFrame can transform your video marketing strategy? Contact us today.  

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