Guide to Social Media Demographics by Platform

Facebook

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.

General Facebook demographics

• Over 2.9 billion monthly active users; just under 2 billion daily users
• Largest age group (31.5%) is 25-34, followed by 18-24 and 35-44
• 43% female, 57% male
• 561 million people use Facebook Marketplace
• Average time spent daily on the platform is 33 minutes
•  India has the most Facebook users

Instagram

Instagram skews slightly younger than Facebook. The platform is a largely visual, ecommerce-centric platform, populated by entrepreneurs, influencers, and young individuals between the ages of 18-34.



The introduction of Reels, Live, and Shopping further expanded the opportunity for B2C ecommerce success.

General Instagram demographics

• 2 billion monthly active users
• Largest age group is closely tied between 25-34 and 18-24
• 48.4% female, 51.8% male
• Average time spent per day is 29 minutes

LinkedIn

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.”

General LinkedIn demographics

• 810 million monthly active users
• Largest age group (58.4%) is 25-34
• In the U.S., about 40% of internet users aged 46-55 use LinkedIn
• 48% female, 52% male
• Over 60% of LinkedIn users access the platform weekly; about 20% access daily
  

Twitter

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.

General Twitter demographics

• About 211 million monetizable daily active users
• In the U.S., the largest age group (42%) is 18-29, followed by 30-49
• 38.4% female, 61.6% male
• Average time spent per day is 31 minutes
• Twitter.com among the most visited websites globally
  

TikTok

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.

General TikTok demographic

• 1 billion monthly active users
• Average time spent per day is almost 90 minutes
• The largest age group is 10-19, followed by 20-29
• 61% female, 39% male
  

Snapchat

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. 

General Snapchat demographics

• 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
  

RivalMind: Social Media Management

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 Creative Services

Specialties: Duda Web Development, Keeping It All On Task