Social media demographics to inform your brand’s strategy

Looking for the latest social media demographics for 2022?

You hit the jackpot.

The importance of a data-driven social strategy cannot be overstated. Up-to-date demographic data is very important to marketers. Because the

social space is constantly evolving. More networks are available than ever before, so use your time and budget wisely. In particular, you need to focus on where your customers are.

You might think you know which networks are most important to your target audience, but the numbers for 2022 might surprise you.

Social media demographics: the numbers you need to know

From choosing your preferred platform to doing market research, demographics are critical to understanding which networks and campaigns are worth paying attention to.

Want to know which applications are available? Want to learn about new opportunities to cross-post your content? Worried about your network “dying up”?

We are here to help.

Below is a list of essential social media demographics for 2022 (and beyond). These figures are based on the latest research and social media statistics available at the time of writing.

As an added bonus, we’ve also highlighted strategic insights into each network to guide your social marketing strategy.

Demographics and Facebook Usage

Demographics and Instagram Usage

Demographics and TikTok Usage

Demographics and Twitter Usage

Demographics and LinkedIn Usage

Demographics and Pinterest usage

Demographics and Snapchat Usage

Demographics and YouTube usage

More resources for audience insight

Check out the following guide to complete the process using these demographics to provide persona and targeting information.

How to effectively plan a social media campaign step by step

The most important social media metrics to track

How to identify and find target customers in social networks

Facebook demographics and usage

Number of monthly active users: 2.91 billion

Largest age group: 25–34 (31.5%)

Gender: 43% female, 57% male (no data on other genders)

Time spent per day: 33 minutes

Takeaways from Facebook demographics for 2022

Despite constant contradictions, “adpocalypses” and compening, Facebook still remains as the largest social platform between consumers and marketers.

The time required for Facebook has actually dropped to the last five years, even in the past five years (38 minutes 33 minutes a day).

The growth temperature of Facebook has only 0.8% of 2021 changes, and it was delayed to grind it.

Last year, Social Media’s demographic data, a small consumer will continue to be shipped to Tiktok and Snapchat compared to Facebook and Instagram.

The revenue of advertising continues to rise regardless of darkness and death.

Instagram demographics and usage

Number of monthly active users: 2 billion

Largest age group: 25–34 (31.2%), with 18–24 close behind at 31%

Gender: 48.4% female, 51.8% male (no data on other genders)

Time spent per day: 29 minutes

Insights from Instagram demographics in 2022

The platform has quietly doubled its user base to 2 billion in three years.

These are amazing statistics that testify to Instagram’s resilience.

As young users move to TikTok, it can be said that Instagram is no longer a “trend” network in the eyes of today’s teenagers.

But Instagram has a strong grip on Gen Z and Millennials. This group makes up about two-thirds of the base.

Instagram’s recent stats and new shopping features (like Drops) show that the platform is becoming an ecommerce powerhouse.

Videos are popular, but that hasn’t stopped TikTok from growing in 2021. The platform continues to push influencers away from Instagram.

TikTok demographic data and usage

Number of monthly active users: 1 billion

Largest age group: 10–19 (25%)

Gender: 61% female, 39% male (no data on other genders)

Time spent per day: 89 minutes per day

Takeaways from TikTok demographics for 2022

TikTok’s popularity and growth are unprecedented (about 10x more users since the last social media demographic analysis).

Not only will your user base grow, but so will your activity. Users spend nearly 90 minutes a day on the platform.

Fact: Nearly 40% of Gen Zers say they are directly influenced by the products they see on TikTok, and brands should take this into account.

As more and more brands get involved, influencers are doing the same.

TikTok is expanding and maturing to meet the needs of its users, including advanced advertising and CRM integration.

Twitter demographics and usage

Number of daily active users: 211 million (up from 187 million)

Largest age group: 18–29 (42%)

Gender: 38.4% female, 61.6% male (no data on other genders)

Time spent per day: 31 minutes

Takeaways from Twitter demographics for 2022

Twitter`s utilization and boom have remained pretty regular year-to-year, even though its user-base is manifestly skewing more youthful those days.

Despite the latest boom (up from 187 million customers closing year), studies predict that Twitter will lose approximately one million customers to different systems over the following 5 years.

One-0.33 of Twitter customers are college-knowledgeable and make greater than $75K annually, highlighting the platform`s highly-knowledgeable and high-incomes base.

Twitter`s fame as an area to talk about occasions and collect breaking information make it a high vicinity to percentage content material and pressure discussions, however, marketing and marketing continue to be tricky.

While Fleets failed, renewed hobby in Spaces may want to breathe a few new existences into the platform.

LinkedIn demographics and usage

Number of monthly active users: 810 million

Largest age group: 25–34 (58.4%)

Gender: 48% female, 52% male

63% of LinkedIn users access the network weekly, and 22% daily

Takeaways from LinkedIn demographics for 2022

Common sense LinkedIn only targets older people, but now millennials dominate the platform.

LinkedIn is said to have achieved record revenues during the COVID-19 period, thanks to the platform’s growth and increased interest in new jobs.

The demographics of the highly paid B2B expert platform make LinkedIn a potential gold mine for advertising.

According to LinkedIn itself, this is the most popular social network for lead generation, making it a great source for B2B marketers looking to find targets and motivators for their campaigns.

Considering that only 180 million (25%) of LinkedIn users are in the US, the platform is global.

Pinterest demographics and usage

Number of monthly active users 431 million

Largest age group: 50–64 (38%)

Gender: 78% female, 22% male (no data on other genders)

Time spent per day: 14.2 minutes

Takeaways from Pinterest demographics for 2022

Pinterest is considered significantly meaningless, but the platform saw an amazing spike in Men’s male 2021.

The main basis for the 400+ PINNERS platforms main basis is sustainable (and actually two years ago) in the actual ad revenue.

Pinterest is probably the most parent in any social network, and there is a great opportunity to show a great opportunity for ads (hints: 45% of Pinterest users have up to $ 100,000 household income.

ShoppingCreationRence Organic Content is an honest game and says that almost 70% of users are for research products and trust Pinterest and their favorite places.

Social media Pinterest’s demographic data is unique because the user is almost uniformly separated by the user because the user is 1829 (32%), 3049 (34%), and 5064 (38%), the largest demonstration is 5064 (38%). Exciting crowd!

Snapchat demographic data and usage

Number of monthly active users: 319 million

Largest age group: 15–25 (48%)

Gender: 54.4% female, 44.6% male (no data on other genders)

Time spent per day: 25+ minutes

Takeaways from Snapchat demographics for 2022

Snapchat may not be the most talked-about or “trendy” network, but the platform has grown in 2021.

Although Snapchat recently lost its #1 spot as a network for teenagers, it is still popular among young people.

Even if you don’t use Snapchat, it’s a great place to spot trends and learn what young consumers want.

With 57% year-over-year revenue growth (breaking the $1 billion barrier), Snapchat isn’t going anywhere right now.

YouTube demographics and usage

Number of monthly active users: 2+ billion

Largest age group: 15–35 (highest reach)

Gender: 46% female, 54% male (no data on other genders)

Time spent per session: ~30 minutes

Takeaways from YouTube demographics for 2022

YouTube’s popularity among young users demonstrates its continued long-term shift towards video content.

Marketers note that YouTube is still a land of advertising opportunities. When comparing Facebook to Facebook, we see ad spending as a future investment (Hint: ad revenue on YouTube grew 43% year-over-year).

This increase in revenue is proof that the platform has made an impact not only as a social network but also as a Goto streaming service.

Given that 62% of YouTube users log into the platform every day, the platform has no problem engaging and retaining. However, most users claim to use YouTube for entertainment rather than searching for brands and products.

Brands still have a lot of work to do on the platform to find a balance between entertainment and advertising.

Are social media demographics part of your strategy?

Keep in mind that this data is aggregated across billions of users and serves as a starting point for brands looking to prioritize their social platforms.

To broaden your reach, we recommend that you research your own social media presence demographics against the averages above.

Whether this number serves as a revelation or confirmation of something you already doubted, bookmark it as you develop your social strategy for 2022.

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