Social media is shifting from high-volume, algorithm-driven content material manufacturing to intentional engagement. AI might have flooded feeds in 2024, however this 12 months, audiences are tuning out the noise and in search of manufacturers that really feel actual.
Meaning you’ll want to be on the proper 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 interact.
Let’s break down the most recent social media demographics throughout totally different platforms so the place to focus your social media advertising and marketing technique in 2025.
Social media demographics: the numbers you’ll want to 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 good about the place to focus their efforts.
Demographics assist you see which social media channels take advantage of sense to your model and the place you will have the most effective likelihood of connecting along with your viewers.
Beneath, we’ll break down social media demographics for 2025 that can assist you enhance your market analysis and technique. We’ve additionally included takeaways for every platform so precisely how one can 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 probably the most lively demographic on social media?
Millennials are probably the most lively demographic on social media, with 69.2% estimated to be utilizing social media in 2025. When it comes to day by day time spent on social media, Gen Z customers figuring out as feminine (16-24) tops the listing 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 continues to be the world’s greatest social media platform, anticipated to surpass 3.1 billion month-to-month lively customers by 2027. It stays a go-to for each customers and entrepreneurs, sustaining a large world presence.
- The common time spent on Fb is round 31 minutes per day, displaying 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 development.
- 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 most certainly flip to for buyer care in comparison with some other channel. Millennials, Gen X and Child Boomers flip to Fb as their prime channel for buyer care, in comparison with some other channel.
- On the subject of 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 important Fb statistics to arrange 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 biggest share, displaying that Instagram continues 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 sort of evenly cut up between women and men, making it one of many extra balanced platforms by way of viewers variety. For manufacturers, this implies Instagram is a primary area for partaking a broad and lively person 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-compulsory – it’s anticipated.
Study extra about different important Instagram statistics to arrange your 2025 technique.
TikTok demographics and utilization
Takeaways from TikTok demographics for 2025
- TikTok’s development isn’t slowing down, with 2 billion month-to-month lively customers (as a lot as Instagram) and a few of the highest engagement ranges of any platform. Whereas it hasn’t surpassed Fb in whole 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 in addition informs and helps folks store.
- The biggest age group on TikTok is now 25-34, displaying 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 most certainly to have a TikTok account, which helps a generational shift in app desire.
- Customers spend a mean of 47.3 minutes per day on TikTok – the best of any main social platform. That’s practically an hour of day by day engagement, making it one of the invaluable channels for manufacturers trying to seize and maintain consideration.
- TikTok’s gender stability 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 important TikTok statistics to arrange your 2025 technique.
X (previously Twitter) demographics and utilization
Takeaways from X demographics for 2025
- X customers are eager to interact with manufacturers. Thirty-five % of X customers work together with model content material day by day, and 23% accomplish that a number of instances every week. Manufacturers that present up constantly and be a part of conversations can faucet into this engagement and construct stronger connections.
- The platform nonetheless has an overwhelmingly massive male person base, although feminine illustration has grown barely from earlier years. Its largest age group is 25-34 (36.6%), reinforcing its attraction to Millennial customers.
Study extra about different important Twitter statistics to arrange your 2025 technique.
YouTube demographics and utilization
Takeaways from YouTube demographics for 2025
- Customers are extremely engaged, spending a mean 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 moderately than to seek out manufacturers and merchandise. Manufacturers nonetheless have a whole lot of work to do on the platform, discovering a stability 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) continues to be a powerful contender. A balanced mixture of each may help manufacturers hold viewers engaged whereas catering to totally different viewers preferences.
Study extra about different important YouTube statistics to arrange your 2025 technique.
LinkedIn demographics and utilization
Takeaways from LinkedIn demographics for 2025
- LinkedIn is larger and extra lively than ever, with 1 billion members and rising. However the skilled community is not only for older audiences. Millennials make up nearly all of LinkedIn customers, and Gen Z is catching up quick.
- About 53% of customers come from high-income households, making it the most effective platforms for focusing on professionals with sturdy shopping for energy.
- LinkedIn customers need worth, not company converse. Sharing academic product data is the highest precedence, adopted by managing communities and providing buyer help. The extra useful you’re, the stronger your connections.
Study extra about different important LinkedIn statistics to arrange your 2025 technique.
Pinterest demographics and utilization
- Variety of month-to-month lively 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 lively customers worldwide. After a slight dip in 2022 – partly as a consequence of Google’s algorithm adjustments and shifting post-pandemic conduct – the platform has bounced again to draw a various and rising viewers.
- Whereas there’s been a slight improve in male customers, Pinterest stays a favourite amongst ladies, particularly these between 18 and 24 years previous.
- Individuals will not be spending as a lot time on Pinterest as on different platforms. However that doesn’t imply it’s best 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 world person base. In contrast to different platforms the place Gen Z is especially consuming leisure, they use Pinterest to look, save and store. In truth, 31% of Gen Z customers wished manufacturers used Pinterest extra typically.
- A Pinterest presence can increase model notion. With 51% of customers seeing Pinterest as extra constructive than different platforms, manufacturers can profit from its halo impact and construct stronger belief with their audiences.
Study extra about different important Pinterest statistics to arrange your 2025 technique.
Snapchat demographics and utilization
Takeaways from Snapchat demographics for 2025
- Snapchat will not be probably the most talked-about community anecdotally. However the platform continues to see regular development indicating that it’s not going anyplace.
- Snapchat continues to be enormous with the youthful crowd. Almost 40% of world Snapchat customers are Gen Z, and that quantity is anticipated to develop. In truth, it’s reported that folks over 35 years are considerably much less doubtless to make use of Snapchat, which can imply extra focused promoting alternatives on the app.
- Even for those who aren’t lively on Snapchat, it’s a primary 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 in search of 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 being attentive to.
- The common Reddit person spends 18 minutes per go to, which is big for a platform that doesn’t depend on countless scrolling. Redditors are right here to learn, remark and work together, making it the most effective locations for natural discussions and deep-dive content material.
- Extra ladies are becoming a member of, however Reddit customers nonetheless predominantly determine 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 provide you with a broad take a look at social media demographics throughout billions of customers. Whereas this knowledge is a good start line, your viewers won’t observe the identical developments.
Take the time to investigate your personal social media insights to see how your demographics evaluate. Understanding the place your viewers is most lively (and the way they interact) will assist you make higher selections about the place to focus your efforts.
As you propose for a profitable 2025, remember to use our free social media templates to remain organized and optimize your technique.
