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Understanding social media demographics—the different audiences that each platform has the potential to reach—allows you to:

How? Simple: The best social media marketers know where their audience is. That means choosing the right social platforms for their brands.

After all, how many men prowl the boards of Pinterest for power drill DIYs? What are the chances Snapchatters are thinking about retirement? Could LinkedIn members be lured by video game ads?
(Okay, maybe some.)

The best way to choose the right platform for your brand is by taking a look at the demographics. That’s why we want to break down the different demographics for all of the major social media sites out there.

Keep reading to find out more about the user demographics of every major social media network. 

Table of contents

General social media demographics

Facebook Demographics

Instagram Demographics

Twitter Demographics

Snapchat Demographics

YouTube Demographics

Pinterest Demographics

LinkedIn Demographics

The most important social media demographics for marketers

General social media demographics

Social media is more popular than ever. Knowing the key stats is crucial for success.

Here are a few general demographic data points about social media that you should know:

Source: Digital in 2019 report

Facebook demographics

Along with being one of the oldest social media platforms out there (in internet years, of course), Facebook is also one of the most popular. It has a daily and monthly active user base that far exceeds the population of any one country, and still continues to grow each year.

General

Age

Gender

Ethnicity

Geography

Income

Education

These demographics, plus other Facebook statistics and more detailed Facebook demographics, are integral to any smart Facebook marketing strategy.

Instagram demographics

Instagram has rapidly established itself as a must-have social media tool for marketers. Knowing these Instagram demographics will help make a difference in your Instagram marketing strategy.

General

Age

Gender

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Ethnicity

Geography

  • More than 89% of Instagram’s community lives outside of the U.S.
  • Most Instagram users live in urban areas, followed by suburban and rural areas

Income

Education

For additional consideration, read Useful Instagram Statistics for Social Media Marketers or take a deep dive into more Instagram demographics.

Twitter demographics

Twitter’s base may be smaller than Facebook’s, but its users are a mighty force—especially when it comes to mobilizing and community building. Here are the key Twitter demographic stats marketers should incorporate into their next Twitter strategy.

General

Age

Gender

Ethnicity

Geography

Snapchat demographics

Brands on Snapchat are unlikely to reach the oldest generations. But the ephemeral photo and video-sharing app is where a lot of the cool kids are hanging out. Take these demographics into account when crafting your Snapchat marketing strategy.

General

Age

Gender

Ethnicity

Geography

Income

Find more Snapchat demographics here.

YouTube demographics

YouTube has grown into the single most popular social media site in America. That means knowing the platform’s trends and demographics will be crucial to your success as a marketer.

General

Age

Chart showing Facebook, YouTube continue to be the most widely used online platforms among U.S. adults

Gender

Ethnicity

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Geography

Audience geography showing 14.8% of traffic coming from United States
Source: Alexa

Income

Education

Round out your research with these YouTube Stats That Matter to Marketers.

Pinterest demographics

Pinterest has a good track record when it comes to conversions. One in two users have made a purchase after spotting a Promoted Pin. But with more than 60 million buyable pins from over 10,000 brands, marketers need to pin down Pinterest’s core demographics to succeed.

General

Chart showing how many people in the US use Pinterest
Source: eMarketer
Calendar showing when various interests spark on Pinterest
Source: Pinterest

Age

Gender

Pinterest reaches 83% of all women in the US

Ethnicity

Geography

Income

Education

Here’s an even longer list of Pinterest stats that marketers need to know, as well as more Pinterest demographics.

LinkedIn demographics

LinkedIn may be the number one site for employers to connect with prospective employees and vice versa. But it’s also a unique platform for marketers to reach one of the most affluent and educated user bases on social media. Make sure you’re familiar with these demographics when crafting your LinkedIn marketing strategy.

General

Age

Gender

Ethnicity

Geography

Income

Education

Researching the demographics you’re most likely to reach on social media platforms is essential, but it’s just the start. To take your marketing strategy to the next level, your next steps should involve conducting a social media audit, creating social media goals, and devising a content plan.

Now that you’ve got the demographic stats you need to plan your social media strategy, use Hootsuite to build and target an audience of loyal followers. Try it free today.

Get Started





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