Social media is shifting from high-volume, algorithm-driven content material manufacturing to intentional engagement. AI could have flooded feeds in 2024, however this 12 months, audiences are tuning out the noise and on the lookout for manufacturers that really feel actual.
Which means you must be on the suitable platforms, speaking to your audience authentically. Understanding social media demographics is one of the best ways to know the place your viewers spends their time and the way they have interaction.
Let’s break down the newest social media demographics throughout completely different platforms so you recognize the place to focus your social media advertising and marketing technique in 2025.
Social media demographics: the numbers you must know
Social media goes via a serious shift. New platforms are rising, whereas others have gotten extra area of interest. And with customers unfold throughout extra apps than ever, manufacturers should be sensible about the place to focus their efforts.
Demographics allow you to see which social media channels take advantage of sense to your model and the place you’ve got the most effective likelihood of connecting together with your viewers.
Beneath, we’ll break down social media demographics for 2025 that will help you enhance your market analysis and technique. We’ve additionally included takeaways for every platform so you recognize precisely the best way to put these insights to work.
Earlier than we get began, right here’s a fast abstract of some key social media statistics.
What’s the most used social media platform?
Fb continues to be the hottest social media platform globally in 2025. Nonetheless, within the US, YouTube surpasses Fb for the preferred social media platform.
What’s the most used social media by age?
Beneath is a breakdown of social media utilization by age vary within the US:
- 18-29 years – YouTube (93%), Instagram (76%), Fb (68%), Snapchat (65%)
- 30-49 years – YouTube (94%), Fb (78%), Instagram (66%), Pinterest (43%)
- 50-64 years – YouTube (86%), Fb (70%), Instagram (36%), LinkedIn (30%)
- 65+ – YouTube (65%), Fb (59%), Pinterest (22%), Instagram (19%)
What age vary is essentially the most energetic demographic on social media?
Millennials are essentially the most energetic demographic on social media, with 69.2% estimated to be utilizing social media in 2025. By way of day by day time spent on social media, Gen Z customers figuring out as feminine (16-24) tops the record at 2 hours and 59 minutes with Millennials customers figuring out as feminine (25-34) following intently behind at 2 hours and 50 minutes.
Fb demographics and utilization
Takeaways from Fb demographics for 2025
- Fb remains to be the world’s greatest social media platform, anticipated to surpass 3.1 billion month-to-month energetic customers by 2027. It stays a go-to for each customers and entrepreneurs, sustaining a large international presence.
- The common time spent on Fb is round 31 minutes per day, exhibiting little change from the earlier 12 months. Whereas the platform nonetheless sees regular engagement in comparison with different apps, it’s been slowly declining in cumulative time spent on the app in comparison with different networks seeing progress.
- Youthful customers proceed to spend much less time on Fb, with 18-24-year-olds averaging simply 22 minutes per day. Whereas the platform stays dominant among the many 25-34 age group (31.1%), youthful audiences are gravitating towards different platforms like TikTok and Snapchat for day by day social interactions.
- Fb is the app customers more than likely flip to for buyer care in comparison with some other channel. Millennials, Gen X and Child Boomers flip to Fb as their high channel for buyer care, in comparison with some other channel.
- With regards to making direct purchases on social media, Fb is the highest social media platform (39%), adopted by TikTok (36%) and Instagram (29%).
Study extra about different very important Fb statistics to organize your 2025 technique.
Instagram demographics and utilization
Takeaways from Instagram demographics for 2025
- Instagram continues to be a Gen Z and millennial favourite, with 60% of customers below 35. The 18-24 age group (31.7%) makes up the most important share, exhibiting that Instagram remains to be a go-to for youthful generations.
- Instagram drives buying selections. Sixty-one % of customers flip to Instagram to seek out their subsequent buy, making it the highest channel for product discovery. In case your model isn’t showcasing merchandise right here, you’re lacking out.
- Instagram’s gender distribution is almost evenly break up between women and men, making it one of many extra balanced platforms when it comes to viewers range. For manufacturers, this implies Instagram is a first-rate area for partaking a broad and energetic consumer base.
- Once they have a query or need assistance, 72% of Gen Z customers flip to Instagram for customer support. For manufacturers, being responsive in DMs and feedback isn’t non-obligatory – it’s anticipated.
Study extra about different very important Instagram statistics to organize your 2025 technique.
TikTok demographics and utilization
Takeaways from TikTok demographics for 2025
- TikTok’s progress isn’t slowing down, with 2 billion month-to-month energetic customers (as a lot as Instagram) and among the highest engagement ranges of any platform. Whereas it hasn’t surpassed Fb in complete customers but, it may quickly shut the hole.
- Extra Gen Z customers flip to TikTok for information (63%) and product discovery (77%) than some other platform. Manufacturers can faucet into this affect by creating content material that not solely entertains, but additionally informs and helps folks store.
- The most important age group on TikTok is now 25-34, exhibiting that whereas Gen Z helped gasoline its preliminary explosion, Millennials are simply as invested. Our analysis additionally reveals that 82% of Gen Z are additionally more than likely to have a TikTok account, which helps a generational shift in app choice.
- Customers spend a median of 47.3 minutes per day on TikTok – the very best of any main social platform. That’s practically an hour of day by day engagement, making it some of the invaluable channels for manufacturers trying to seize and maintain consideration.
- TikTok’s gender steadiness is shifting, with extra males on the app than ladies, which is a reversal from earlier years when feminine customers dominated. This indicators TikTok’s standing as a staple social community among the many inhabitants at massive.
Study extra about different very important TikTok statistics to organize your 2025 technique.
X (previously Twitter) demographics and utilization
Takeaways from X demographics for 2025
- X customers are eager to have interaction with manufacturers. Thirty-five % of X customers work together with model content material day by day, and 23% accomplish that a number of occasions every week. Manufacturers that present up persistently and be part of conversations can faucet into this engagement and construct stronger connections.
- The platform nonetheless has an overwhelmingly massive male consumer base, although feminine illustration has grown barely from earlier years. Its largest age group is 25-34 (36.6%), reinforcing its enchantment to Millennial customers.
Study extra about different very important Twitter statistics to organize your 2025 technique.
YouTube demographics and utilization
Takeaways from YouTube demographics for 2025
- Customers are extremely engaged, spending a median of 48.7 minutes per day on the platform. Apparently, 34% of YouTube viewing time within the UK now happens on TV units, reflecting a shift in direction of bigger screens for content material consumption.
- Most customers declare to make use of YouTube for leisure slightly than to seek out manufacturers and merchandise. Manufacturers nonetheless have numerous work to do on the platform, discovering a steadiness between leisure and promoting.
- Lengthy-form movies have a slight edge on YouTube. Fifty-one % 51% of YouTube customers desire longer model movies, however short-form content material (31-60 seconds) remains to be a powerful contender. A balanced mixture of each might help manufacturers maintain viewers engaged whereas catering to completely different viewers preferences.
Study extra about different very important YouTube statistics to organize your 2025 technique.
LinkedIn demographics and utilization
Takeaways from LinkedIn demographics for 2025
- LinkedIn is larger and extra energetic than ever, with 1 billion members and rising. However the skilled community is not only for older audiences. Millennials make up the vast majority of LinkedIn customers, and Gen Z is catching up quick.
- About 53% of customers come from high-income households, making it probably the greatest platforms for focusing on professionals with robust shopping for energy.
- LinkedIn customers need worth, not company communicate. Sharing academic product data is the highest precedence, adopted by managing communities and providing buyer assist. The extra useful you might be, the stronger your connections.
Study extra about different very important LinkedIn statistics to organize your 2025 technique.
Pinterest demographics and utilization
- Variety of month-to-month energetic customers: 553 million
- Largest age group: 18-24 (46%)
- Gender distribution: 69.4% feminine, 22.6% male, 8% unspecified (no knowledge on different genders)
- Time spent per day: 14 minutes
Takeaways from Pinterest demographics for 2025
- Pinterest is experiencing a resurgence, now partaking 553 million month-to-month energetic customers worldwide. After a slight dip in 2022 – partly on account of Google’s algorithm modifications and shifting post-pandemic conduct – the platform has bounced again to draw a various and rising viewers.
- Whereas there’s been a slight enhance in male customers, Pinterest stays a favourite amongst ladies, particularly these between 18 and 24 years outdated.
- Folks might not be spending as a lot time on Pinterest as on different platforms. However that doesn’t imply you need to write it off. The platform promotes discovery, with 80% of weekly Pinners having found a brand new model or product on Pinterest.
- Gen Z is Pinterest’s fastest-growing viewers, now making up 52% of its international consumer base. Not like different platforms the place Gen Z is principally consuming leisure, they use Pinterest to go looking, save and store. In reality, 31% of Gen Z customers wished manufacturers used Pinterest extra usually.
- A Pinterest presence can increase model notion. With 51% of customers seeing Pinterest as extra optimistic than different platforms, manufacturers can profit from its halo impact and construct stronger belief with their audiences.
Study extra about different very important Pinterest statistics to organize your 2025 technique.
Snapchat demographics and utilization
Takeaways from Snapchat demographics for 2025
- Snapchat might not be essentially the most talked-about community anecdotally. However the platform continues to see regular progress indicating that it’s not going anyplace.
- Snapchat remains to be big with the youthful crowd. Almost 40% of world Snapchat customers are Gen Z, and that quantity is predicted to develop. In reality, it’s reported that folks over 35 years are considerably much less seemingly to make use of Snapchat, which can imply extra focused promoting alternatives on the app.
- Even in case you aren’t energetic on Snapchat, it’s a first-rate place for trendspotting and studying what youthful customers need.
Reddit demographics and utilization
Takeaways from Reddit demographics for 2025
- Reddit is a Gen Z hotspot, with 46% of US customers aged 18-29 actively on the platform. They’re on the lookout for in-depth discussions, area of interest communities and unfiltered conversations. If you wish to attain Gen Z in an area the place they’re extremely engaged, Reddit is price taking note of.
- The common Reddit consumer spends 18 minutes per go to, which is big for a platform that doesn’t depend on infinite scrolling. Redditors are right here to learn, remark and work together, making it probably the greatest locations for natural discussions and deep-dive content material.
- Extra ladies are becoming a member of, however Reddit customers nonetheless predominantly establish male. Nonetheless, the hole is slowly closing. Manufacturers trying to attain a broader viewers ought to regulate how its demographics shift.
Are social media demographics a part of your technique?
The numbers above offer you a broad have a look at social media demographics throughout billions of customers. Whereas this knowledge is a superb start line, your viewers may not observe the identical developments.
Take the time to investigate your individual social media insights to see how your demographics evaluate. Understanding the place your viewers is most energetic (and the way they have interaction) will allow you to make higher selections about the place to focus your efforts.
As you intend for a profitable 2025, remember to use our free social media templates to remain organized and optimize your technique.
