Guide to Social Media Demographics by Platform

 Facebook is still the most popular social media platform, despite its stunted growth from 2020-2021 (0.8% increase) and reduced usage per day. Though shifts in privacy policy threatened ad reach, ad revenues continue to increase, demonstrating the importance of Facebook advertising in many marketing strategies.


Because of the massive user base, your target audience is likely on Facebook. However, males ages 25-34 represent the largest demographic of Facebook users.

The LinkedIn demographic has traditionally been older, but the largest age group is currently Millennials. Many users are college-educated and high-earning. B2B advertisers tend to realize more success on LinkedIn than other social media platforms, because the platform is “the world’s largest professional network on the internet.”

Twitter is an “open service” for public conversion, a place where members can discuss current events, share breaking news, and post opinions.

While Twitter’s user base is slowly skewing younger, nearly a third of Twitter members are educated and high-earning. Advertising on the platform has proven challenging for businesses.

TikTok has exploded in growth and widespread usage since its conception, dominated by a very young user base spending a lot of time on the platform daily.


TikTok is conforming to the advertising needs of brands and influencers jumping onto the platform.

With TikTok’s rise, Snapchat has fallen out of popularity as the go-to platform for many young people.


However, the platform still saw 23% growth in users in 2021, as well as a 57% year-over-year revenue increase, bumping Snapchat’s revenue over $1 million. Despite TikTok’s competition among Snapchat’s target demographic, the Snapchat community remains engaged and active. 

• About 319 million monthly active users
• The largest age group is 15-25, followed by 26-35
• Average time spent per day is just over 25 minutes
• 54% female; 44% male
  

At RivalMind, we are passionate about identifying our clients’ goals for social media and tackling these ambitions with actionable steps. Measuring results, we adjust our strategies as needed, always improving.

Do you need assistance meeting your social media goals – from growing your following to attracting leads? We can help. Start a conversation with our social media specialist today.

You can reach out at 331.228.9636, via our online contact form, or on any of our social media profiles. A specialist will respond shortly. 

Meet the Author

Jessica Goodrum

Director of Content Marketing

Jessica Goodrum is the Marketing Director at RivalMind, responsible for brand management, marketing, social media, and networking. With over a decade of experience in digital project management, Jessica has a proven track record in driving business growth through innovative marketing strategies. She oversees the direction and success of RivalMind's marketing efforts and collaborative relationships, always striving to create authentic connections and deliver exceptional results. Jessica’s management philosophy is rooted in transparency, and clearly communicating project goals and the necessary steps to achieve them is a top priority.

Specialties: Brand Management, Media Relations, Keeping It All On Task