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

Over the last few years, TikTok has become incredibly popular. Facebook and Instagram have become more video-focused. While it may not always be on platforms your business is familiar with, social media audiences continue to grow. Trends come and go throughout the week — sometimes even throughout the day. 

All of this is to say: social media is constantly evolving, and if you want to reach your target audience, you have to know where they are in the first place. 

We’ll explore why it’s essential to understand your audience as we walk through user demographics for some of the most popular social media platforms. 

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Why Is Knowing My Audience Important?

Sending everyone the same, generic message isn’t effective. Still, Insider Intelligence reported that 93% of consumers still receive impersonal messaging. And 90% of respondents said messages without personal relevance were annoying. These situations cause customers to unsubscribe or hide your ad when they see it in their social media feeds. 

And that’s not what you want, right? Exactly — so knowing your audience is critical. It allows you to target the people you want to reach more effectively. 

You can use certain facts to inform your social media video strategy, reach more of your audience, and create stronger connections with current and potential customers. 

Related: Social Media Video Ad Specs & Placements Guide

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 78% 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

The same study found: 

  • 53% of Facebook users are women. 
  • 20% of Facebook users bought products because celebrities or influencers advertised them.
  • 47% of Facebook users are concerned about inflation, rising prices, and increased cost of living, which is a slightly higher rate than users of other social media platforms.

How Many People Use Facebook? 

In 2022, there are 239 million users in the United States, and this number is expected to keep growing. Research from Statista anticipates there will be 261 million Facebook users by the end of 2027.

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 June 2022 study

  • Only 4.5% of users are 13 to 17 years old
  • 42% of users are 18 to 34 years old 
  • 18% of users are 35 to 44
  • 24.7% of users are 45 to 64 
  • 10.8% of users are 65 or older

Are Facebook Users Early Adopters? 

Statista found that roughly 14% of Facebook users are innovators or early adopters of new products, while 50% are in the late majority of adopters or lag with innovation. 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. Making 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

  • 56% of users are interested in movies, TV shows, and music 
  • 46% of users are interested in food and dining 
  • 43% of users are interested in cooking and baking 
  • 39% of users are interested in reading
  • 35% of users are interested in pets 

How Much Time Do People Spend on Facebook? 

In 2022, Statista found respondents who use Facebook at least once a month spend an average of 33 minutes per day on the platform, which is consistent with time spent on the platform in 2021. However, the time spent has decreased in the long term, down from 39 minutes in 2017. 

Learn more about Facebook Video Marketing

Instagram User Demographics

Instagram is an ever-changing, fast-growing social media platform that, as of recently, prioritizes video content

While this platform has many unique features, one of the most important to note is the search feature, which many Instagrammers use in place of other search engines. 

According to Insider Intelligence, 15% of all consumers begin their online shopping journey with Instagram searches. However, certain age groups are more likely to do this than others. 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? 

The United States has the second highest number of Instagram users around the world, with nearly 160 million users

What Age Are Instagram Users? 

According to Statista’s June 2022 study:  

  • 7.2% of Instagram users are 13 to 17 
  • 53.2% of users are 18 to 34 
  • 17.8% of users are 35 to 44 
  • 17.4% of users are 45 to 64 
  • 4.4% of users are 65 or older 

Are Instagram Users Early Adopters? 

Somewhat — 17% of users are innovators or early adopters. In addition, 38% 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? 

Instagram users have nearly identical life values as most other social media users. 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
  • 48% are interested in food and dining
  • 42% are interested in cooking and baking
  • 38% are interested in health and fitness
  • 36% are interested in travel 

With so many Instagram users interested in travel, you’ll want to keep an eye out for revenge travel marketing opportunities. This gives you the chance to market your travel- and hospitality-related products to people who are ready to spend big on travel after staying at home during the pandemic-related lockdowns. 

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. However, daily use has increased overall. In 2017, the average daily use was just 25 minutes. 

Learn more about Instagram Video Marketing 

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, “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: 

  • 45% of LinkedIn users don’t mind advertising if they get free content. 
  • 41% of LinkedIn users use smart speakers to access the internet, which is about 16% more than the average social media user. 
  • 58% of LinkedIn users remember hearing ads on TV.

How Many People Use LinkedIn? 

LinkedIn is the 8th most popular social media platform in the United States, with 190 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 87 million users — over 100 million fewer than the US.

What Age Are LinkedIn Users? 

According to Statista

  • 14.4% of users are 18 to 24 
  • 56.7% — a vast majority — of users are 25 to 34 
  • 23.7% of users are 35 to 54 
  • 5.2% of users are 55 or older 

Are LinkedIn Users Early Adopters? 

Nearly one-quarter of LinkedIn users are innovators or early adopters. In addition, 37% of users are in the early majority, putting a majority of LinkedIn users — 61% 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. Having a happy relationship 
  2. Creating an honest and respectable life 
  3. Success 
  4. Safety and security
  5. Learning new things throughout their life 

What Interests Do LinkedIn Users Have? 

According to Statista

  • 46% are interested in outdoor activities
  • 45% are interested in reading
  • 44% are interested in health and fitness
  • 39% are interested in science and technology 
  • 39% are interested in finance and the economy 

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, inspiration, 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. 

A Statista study found

  • 43% of Pinterest users have a college degree. 
  • 25% of Pinners have purchased an item or service because an influencer or celebrity advertised it on their platform. 
  • 13% of Pinterest users are part of the LGBTQ+ community, which is slightly more than other social media platforms. 

How Many People Use Pinterest?

With a little over 86 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? 

17% of Pinterest users are innovators or early adopters, just like Instagram users. However, Statista also found that 49% of users are in the late majority or lag behind on adopting new innovations, so you may want to consider other platforms as well. 

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. Learning new things 

What Interests Do Pinterest Users Have? 

  • 60% are interested in movies, TV shows, and music 
  • 54% are interested in food and dining
  • 58% are interested in cooking and baking 
  • 46% are interested in DIY, arts, and crafts 
  • 43% are interested in home and garden

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 than some other social media users would. 

How Much Time Do People Spend on Pinterest? 

Nearly half of Pinterest users are considered light users, which means they access the platform less than 33% of the month, according to Statista. The same study found that 10.1% of users are middle users, accessing the platform 33 to 65% of the month and only 7.3% of users use the platform more than 66% of the month. 

Since users engage with Pinterest less than they do with other social media platforms, your content will really need to stand out to get their attention. 

Learn more about Pinterest Marketing

Snapchat User Demographics

Snapchat is a unique social media platform, especially 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 encourages users to frequently open the app so they don’t miss out on anything.

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? 

33% of all social media users in the United States use Snapchat, making it one of the top 5 most popular social media platforms. 

In 2022, there are 88.5 million Snapchat users in the US  — and that number is still growing. Statista reported, “Overall, between 2018 and 2023, Snapchat users in the United States are forecasted to grow by 18 percent.” 

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: 

  • 21.1% of users are 13 to 17 
  • 39% of users are 18 to 24 
  • 22% of users are 25 to 34
  • 13.4% of users are 35 to 49
  • Only 3.7% of users are over 50 years old 

If your business wants to reach younger consumers, Snapchat is a must-have for your marketing strategy. 

Are Snapchat Users Early Adopters? 

According to Statista, 19% of Snapchat users are innovators or early adopters, which is a slightly higher rate than users of other social media platforms. 38% of users are also in the early majority of adopting new technologies, making Snapchat a great platform to focus on if you’re interested in marketing an innovative product. 

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? 

Statista found

  • 57% of users are interested in movies, TV shows, and music
  • 49% of users are interested in food and dining
  • 41% of users are interested in video gaming
  • 36% of users are interested in travel
  • 35% of users are interested in fashion and beauty (which is 11% above the average social media user!)

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. 

Learn more about Snapchat Marketing

TikTok User Demographics 

Launched in 2017, TikTok is a video-focused platform that quickly gained popularity around the globe. In fact, Statista found that 32% of social media users in the US are already loyal to using TikTok above other social media platforms. 

Statista also found that 34% of all US-based social media users engage with TikTok, making it the fourth most popular social media platform in the US. The same study also found: 

  • TikTok users are more likely than other social media platform users to buy a product because an influencer or celebrity advertised it.
  • TikTok users follow companies and engage with their posts more often than users on other platforms. 
  • TikTok has more users under 29 than the average on other social media platforms. 

How Many People Use TikTok? 

The United States has the largest population of TikTok users at a little over 136 million people, according to Statista

What Age Are TikTok Users? 

Statista found that nearly 70% of TikTok users are under 34 years old. The full breakdown is: 

  • 20.2% of users are 17 years old or younger 
  • 23.9% of users are 18 to 24 
  • 25.2% of users are 25 to 34 
  • 17.1% of users are 35 to 44
  • 13.7% of users are 45 or older 

With this in mind, you’ll want to create TikTok content that targets younger audiences. 

Are TikTok Users Early Adopters? 

Similar to Snapchat’s audience, 19% of TikTok users are innovators or early adopters, according to Statista. In addition, 40% of users are in the early majority, making it another great platform to reach your audience. 

What Values Do TikTok Users Have? 

According to Statista, TikTok users focus on: 

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

While organizations and marketers are concerned about reaching younger generations, this is an important factor to look at. Even the platform with primarily young users has similar values to other platforms. 

What Interests Do TikTok Users Have? 

Statista found

  • 60% of users enjoy movies, TV shows, and music 
  • 48% of users enjoy food and dining 
  • 44% of users enjoy video gaming
  • 43% of users enjoy cooking and baking 
  • 36% of users enjoy health and fitness 

How Much Time Do People Spend on TikTok? 

The average US 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! 

Learn more about TikTok Marketing

Twitter User Demographics

According to Statista, 30% of all US-based social media users have engaged with Twitter in the last year, making it the sixth most used social media platform in the country. Statista also found

  • More than half of Twitter’s user base is men, which is higher than average for other social media platforms. 
  • 54% of Twitter users have a college degree. 
  • Twitter users have a higher income than the average social media user.

How Many People Use Twitter? 

Twitter has 57.5 million users in the United States in 2022, according to Insider Intelligence

However, it’s important to note that Twitter users are expected to decline slowly. By 2025, the same report anticipates there will be 56.1 million users in the US. 

What Age Are Twitter Users? 

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

  • 6.6% of users are 13 to 17 years old
  • 17.1% of users are 18 to 24 
  • 38.5% of users are 25 to 34 
  • 20.7% of users are 35 to 49 
  • 17.1% 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, 4% of users are innovators and 19% 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. An honest and respectable life
  3. Success 
  4. Safety and security
  5. To have a good time

What Interests Do Twitter Users Have?

Statista found

  • 59% enjoy movies, TV shows, and music 
  • 43% enjoy video gaming
  • 42% enjoy reading
  • 41% enjoy cooking and baking 
  • 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. In 2022, however, the average adult Twitter user spends 31 minutes on the platform, according to Statista

While this has decreased over the last couple of years, it’s likely this is due to people spending more time away from home in 2022 than they were in 2020. Overall, the average time spent on Twitter has increased since 2017. 

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, Insider Intelligence found that 20% of all US consumers start their online shopping search on Youtube. 

In addition, Statista reported

  • YouTube users are more likely to be concerned about issues facing the United States than other social media users. 
  • YouTube users remember seeing ads in video portals 11% more than other social media users.
  • 12% of YouTube users consider themselves part of the LGBTQ+ community. 

How Many People Use YouTube? 

In 2022, YouTube has over 210 million users in the United States alone. Statista found that 67% of all social media users regularly engage with the platform. 

In addition, YouTube’s US user base has fluctuated since 2017. But, it’s anticipated to increase steadily over the next few years, reaching over 219 million users in 2025. 

What Age Are YouTube Users? 

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

  • 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 15% of YouTube users are innovators or early adopters, according to Statista. Among the social media platforms in this guide, it is the second lowest rate, followed only by Facebook. 

What Values Do YouTube Users Have? 

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

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

What Interests Do YouTube Users Have?

According to Statista

  • 60% are interested in movies, TV shows, and music
  • 49% are interested in food and dining
  • 44% are interested in cooking and baking 
  • 40% are interested in video gaming 
  • 36% are interested in health and fitness

How Much Time Do People Spend on YouTube? 

Insider Intelligence found the average adult YouTube user in the US spends 31 minutes per day on the platform. The same study expects this number to grow to 32 minutes per day in 2023. 

Since nearly half of users — 49.3% according to Statista — watch YouTube videos on their mobile devices, it’s critical to optimize YouTube content for mobile viewing.

Learn more about YouTube Marketing 

10 Key Takeaways 

  1. Most social media users want the same things out of life. A happy relationship was the number one most important life aspect for users of every social media platform discussed in this guide. 
  1. Meta is a social media powerhouse. Meta alone can reach a huge portion of the population in the US. In 2022, 59.3% of the US population is on either Facebook or Instagram at least once every month. 
  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 automatic 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. LinkedIn and Twitter users are most likely to engage with businesses. Users of these two platforms are more likely to follow companies and like or share posts from companies they like. 
  1. Many social media users don’t mind ads as long as they get content in return. An average of 37% 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. As mentioned above, 24% of LinkedIn users fall into these categories, making this a great place to market new and innovative products. 
  1. Social media users from these platforms love food, dining, cooking, and baking. The food and dining category was the second most popular interest for all the platforms in this guide, and the cooking and baking category was in the top three hobbies for users across the board. Get some quality food and beverage content out into the world! 
  1. Despite the rise of other platforms, adults still spend the most time on Facebook. At an average of 33 minutes per day, Facebook has the highest use by US-based adults among platforms in this guide. 

Reach Your Audience With Quality Video Content

Since you’re more familiar with your audience now, you can begin creating content designed for them. 

No matter which platform you want to create video for or what industry you’re in, we can help with the video production process

QuickFrame is the premier end-to-end video creation marketplace that connects your brand with top creators around the world to help you generate compelling content. 

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

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