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In 2020, social media users topped 3.6 billion as the pandemic pushed use by more than 20 percent in March alone. Every business should be implementing a robust social media strategy to connect with its customers, drive engagement and even generate sales or donations directly from these platforms. And there’s no need to be on all channels: the key is knowing your audience and knowing where they access their social media. Below is a quick list of the major platforms and users by age. (With thanks to Courtney Gurr’s blog post: https://blog.thatagency.com/social-media-strategy-marketers)

  • LinkedIn: Most users have a college/advanced degree, and their incomes tend to be higher.
  • Twitter: 63 percent of all Twitter users worldwide are between the ages of 35 and 65.
  • Instagram: Instagram skews more toward younger users:
    • Age 18-29: 67%
    • Age 30-49: 47%
    • Age 50-64: 23%
    • Age 65+: 8%
  • Snapchat: Most users are under the age of 34.
  • Facebook: Facebook, while not as popular as Snapchat or Instagram with younger users, does span a wide range of ages.
    • Facebook users are 1.19 billion female and 1.51 billion male.
    • Age 25-34: 32.5%
      • Male users (19.3%)
      • Female users (13.2%) 
    • Age 18-24: 23.8%
    • Age  35-44: 16.9%
    • Age 45-64: 16.7% 
    • Seniors aged 65+: 4.8%
  • Pinterest: 25 percent more women use Pinterest than men.
  • TikTok: Although TikTok is fairly secretive about its user demographics, one analysis revealed that 40 percent of TikTokers are under age 20 and another 26 percent are under 30.
  • YouTube: Everyone uses YouTube! So everyone should use this platform.

Author Shawn Solloway

For 20+ years, Shawn has been working in the marketing trenches to help clients reach business goals, grow market share and build strong brands that stand out. Shawn is a Principal at Thoma Thoma. Before that, he was the founder and owner of EXIT Marketing, a social branding firm, for 12 years.

More posts by Shawn Solloway

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