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Social Media Demographics That Matter To Marketers 2023

Updated: Feb 22, 2023

It is important to understand the characteristics of your target audience when developing a marketing plan for your company. If you don’t utilize the same social networks that your target audience would most likely use, you won’t be able to reach them. You must be aware of the social media demographics to assess what type of engagement interests the audience and how you can strategize around it.

Scrolling through them yourself might give you a sense of the demographics, but factors like algorithms can distort your perspective of any platform. Therefore, looking at the social media demographics thoroughly is the best approach to figure out who is using various social media networks.

What are social media demographics?

Social Media Demographics refers to the segmentation of users on various social media platforms based on demographics. Demographics can include Age, Location, Gender,

Preferred Device, Education, Employment etc. People who use each social media site may be identified by a variety of social media demographics. Every social media firm gathers data on its customers to understand them better. This helps them to identify how their site is being used and how they can improve it.

Why are social media demographics important?

One of your main priorities should be demography when selecting a social media platform. You should concentrate on social media platforms that cater to similar demographics as you do. Comparing the social media demographics of your target market on each platform is the most effective method to achieve maximum engagement.

If you fail to understand the social media demographics, it is possible that you spend your budget and time on the wrong sites, engaging with the wrong audience.

Social media demographics of various platforms for 2022

Knowing the demographics of social media users on each site can help you understand where and how much time your target audience spends. You may utilize this data for the development of your social media marketing plan.

1. Instagram

Instagram has seen a rapid growth in the last few years. Although its growth has slowed down a bit now, but the platform is still functioning well. In fact, it’s expected to have more than 1.1 billion users overall this year. More statistics related to Instagram are provided below.

Every day, 500 million individuals access Instagram. Men between the ages of 18 and 24 make up the majority of Instagram users. The next largest group are men between the ages of 25 and 34. Women on Instagram often range in age from 18 to 34. The majority of Instagram postings come from American users. The majority of Instagram users are based in US and India.

Each month, users spend over 11 hours on Instagram. In addition, 83% of users use Instagram to find new brands and products.

Instagram for Social Media Marketing

Instagram is a very visual network with a mostly young user base. It is mostly used to explore new products and follow brands. This emphasis makes it suitable for influencer marketing and also appropriate for every level of the sales funnel.


Facebook continues to be the most popular social media site overall, despite the emergence of other platforms. Following are some noteworthy demographics on Facebook:

Facebook is used by 56 % more men than women. Men between the ages of 25 and 34 make up the majority of Facebook users. Facebook users are declining in Germany, Switzerland, Japan, and South Korea, with India having the most users and the US coming in second. South America, Egypt, and Nigeria have the fastest growth rates. The majority of people (98%) use mobile devices. Just over a half-hour is spent by users each day on the platform. More than 2 billion people use Facebook regularly.

Facebook for Social Media Marketing

Facebook is still a great way to interact with customers, share content, and increase brand recognition. Just bear in mind that the group is primarily older Millennials.


LinkedIn’s user base has been somewhat declining, and it has never been connected to B2C marketing. However, these are the demographics on LinkedIn:

On the platform, there are around 774 million users. Almost 60% LinkedIn users are between the ages of 25 and 34, with women making up 43% of the user base. The US is where most LinkedIn users are located. Brazil, China, and India come next with respect to its user base.

People from more than 200 countries and territories utilize LinkedIn. Users come from outside the US in 75% of cases. Additionally, LinkedIn is used by more than half of all individuals with college degrees.

LinkedIn social media marketing

You may generally disregard this platform for marketing reasons if you work in the B2C industry. But it remains the most effective social media channel for B2B. Also a significant consumer demographic on LinkedIn who are millennials are moving into positions of decision-making.


Twitter is a social networking site where users engage and discuss about issues that are important to them and share their ideas. The following are some demographics of Twitter that marketers need to be aware of:

The proportion of female Twitter users is just 29%. The majority of users in America are between the ages of 18 and 29. US citizens make up the majority of Twitter users.

Twitter is used by more than a third of persons who earn more than $75,000. Each month, users spend 5.6 hours there.

Twitter for social media marketing

Twitter is a fantastic option if creating a community and interacting with your audience are your key goals. It’s also a fantastic venue for thought leadership. You can share your thoughts on current events and business news.


Even though TikTok is a platform with the greatest growth, it has only recently become popular as a platform for social media marketing. Brands looking at TikTok for this reason should take into account these demographics:

Due to the fact that TikTok users are often younger, their salaries range from $30 to $50K.

20 percent of users are underage. After Facebook, it’s the most popular platform for Generation Z. 18 to 24 year olds make about 45% of TikTok users worldwide. The majority of TikTok users 56% are women, with the US having the second-highest percentage behind China.

TikTok for social media marketing

TikTok is a fantastic medium for interacting with and raising awareness if Gen-Z and Generation Alpha are your target demographic. But it’s crucial that you produce interesting short films.

The takeaway

Now that you are aware of the important social media demographics. You can tweak your social media marketing strategy accordingly and ensure that you are focusing on the right social platforms to reach and engage with your target audience.


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