I get it, fellow marketers —sometimes, you just need the numbers.

The juggernaut known as social media only gets bigger with every new year, and because of that, demographics shift with it. And, ultimately, keeping on top of important numbers before your social media campaigns can help you with ROI in the long run. 

Here, we’ve compiled the state of social media demographics, optimized with the most important data you need to know about your audience and shaping your personas for 2023.

General Social Media Demographics

• Roughly 82% of Americans between 18 and 49 years old use at least one social media site. (Pew Research Center)
• The top way marketers find their audience on social media is by researching relevant online communities, such as Facebook Groups and subreddits. (HubSpot Blog Research)
• 84% of marketers are targeting Millennials in their social media strategy, followed by Gen X (52%), then Gen Z at 22%. Only 14% of marketers target Baby boomers. (HubSpot Blog Research)
• Most marketers say that short-form video content is the most popular content format for Gen Z. (HubSpot Blog Research)
• Social media users use an average of 7.2 social media platforms per month. (Hootsuite)

Facebook Demographics

General

• As of 2021, Facebook has over 2 billion monthly active users. (Statista)

• Facebook has almost 2 million daily active users and 2.9 monthly active users. (Meta)

• Facebook is the most effective platform for community building. (HubSpot Blog Research)

• The average adult in the U.S. spends 33 minutes on Facebook per day. (Statista)

• Facebook is the most popular social media platform for marketers. (HubSpot Blog Research)

• Facebook is the fourth most visited website in the U.S. (Semrush)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• Globally, 56.4% of Facebook users identify as male while 43.6% identify as female. (Statista)

• Facebook is Gen X and Baby Boomers favorite social media platform. (HubSpot Blog Research)

• 91% of Baby Boomers, 88% of millennials, and 83% of Gen X have visited Facebook in the last three months. (Hubspot Blog Research)

• 31% of U.S. adults regularly get news from Facebook. (Pew Research Center)

• Only 12% of Gen Z-ers say they use Facebook more than any other platform. (HubSpot Blog Research)

Geography

• India has the most Facebook users at 329 million, with the United States in second place with 179 million users. (Statista)

Takeaways

As the most popular social media network, Facebook is definitely a platform worth investing in. Its largest user group is Gen X but it still has a wide range of users across all ages. Furthermore, Facebook is popular worldwide, making it a great social media network for brands of all industries and locations.

Instagram Demographics

General

• 500+ million users are active on the platform every day. (Instagram)
• Instagram has the highest ROI, engagement, and highest quality leads. (HubSpot Blog Research)
• The average amount of time per day spent on Instagram is 28 minutes. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• Males between the ages of 18 to 24 represent the largest demographic on Instagram, followed closely by males between 25 to 34 years old. (Statista)
• Most women on Instagram are between 18 and 34 years old. (Statista)
• The smallest age group on Instagram is senior males 65+. (Statista)
• In the past few months, 55% of Gen X-ers and 27% of Baby Boomers have visited Instagram. (HubSpot Blog Research)

Geography

• India and the U.S. lead the board as the countries with the largest Instagram audience sizes, similar to Facebook. (Statista)
• For two consecutive years, the most geo-tagged city in the world on Instagram has been Los Angeles, California. (Mention + Hubspot)
• The country with the most Instagram posts in 2020 was the the U.S., leading with 571K posts, followed by Brazil with over 300K posts. (Mention + HubSpot)

Takeaways

Instagram is another leading social media platform with a large user base spanning all age groups, and it offers advanced ecommerce features, making it incredibly popular among consumers and valuable to brands.

Twitter Demographics

General

• Twitter is the seventh most visited website in the U.S. (Semrush)
• There are 347,200 Tweets sent per minute on Twitter. (Statista)
• As of December 2022 Twitter’s audience is over 368 million monthly active users globally. (Statista)
• The average amount of time per day spend on Twitter is 31 minutes. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• Twitter’s user base heavily skews male with only 43.6% of users identifying as female. (Statista)

Geography

• The U.S. is the country with the most Twitter users, at 77 million with Japan right behind at 58.2 million. (Statista)

Takeaways

If you’re looking to build a community surrounding your brand, Twitter is a great place to start. It’s particularly popular in the U.S., so if that aligns with your target audience, consider setting up your virtual shop there.

TikTok Demographics

General

• TikTok is the best platform for building an active community for Gen Z. (HubSpot Blog Research)
• TikTok users are twice as likely as users of other social channels to recommend something they found on the platform. (TikTok)
• 36% of consumers want to learn about products through short-form videos like TikTok. (HubSpot Blog Research)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• 21.5% of TikTok’s global audience are women between the ages of 18 and 24 and 17% are male users between 18 and 24. (Statista)
• U.S. adults spend 31 minutes per day on TikTok. (Statista)
• Most TikTok users in the U.S. are 18-19, followed by 20-29. (Statista)
• 62% of Gen Z uses TikTok and spend the most time on TikTok. (HubSpot Blog Research)

Geography

• In 2021, Asia-Pacific was the fastest-growing region for TikTok usage, with a 159% increase compared to 2020. (Statista)

Takeaways

TikTok’s audience heavily skews young, with a large Gen Z population. As such, it’s a great platform for B2C brands targeting this demographic. With short-form video taking off, it’s an opportunity for brands to not only hop on a growing trend but do it on a platform that caters to their target audiences.

YouTube Demographics

General

• YouTube is the second most effective platform for building a social media community. (HubSpot Blog Research)
• YouTube is the second most visited website in the U.S. (Semrush)
• YouTube has over 2 million monthly logged-in users. (YouTube)
• There are 500 hours of video uploaded to YouTube per minute. (YouTube)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

Geography

• India has 467 million active YouTube users, followed by the U.S. (245 million) and Indonesia (139 million). (Data Reportal)

Takeaways

YouTube is the leading video platform, with a wide range of users from Gen Z all the way to Baby Boomers. With the launch of YouTube shorts and popularity of short-form video, brands should develop a strategy to capitalize on growing interest to generate leads. 

LinkedIn Demographics

General

• Marketers can reach 900 million users with LinkedIn ads. (Data Reportal)
• Approximately 10.7% of the global population has a LinkedIn. (Data Reportal)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• 56% of LinkedIn users identify as male while 43.1% identify as female. (Statista)
• Roughly 60% of LinkedIn users are between 25 and 34 years of age. (DataReportal)
• 31% of LinkedIn users are between 30 and 39, 23% between 40 and 49, and 17% between 18 and 29. (Statista)
• 43.6% of LinkedIn’s global users are female and 56.4% are male. (Data Reportal)

Geography

• Over 75% of members are outside the US, followed by India and China. (LinkedIn)
• LinkedIn is used in 200 countries and regions worldwide, and the largest are North America, Asia-Pacific, and Europe. (LinkedIn)

Takeaways

LinkedIn’s still the number one social media platform for B2B brands. It’s full of decision-makers and young adults entering the workforce prime for social selling.

Reddit Demographics

General

• There are more than 100k active Reddit communities. (Reddit)
• Redditors created 430M+ posts in 2022. (Reddit)
• Reddit is the fifth most visited website in the U.S. (Semrush)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• Gen Z makes up roughly 2% of Reddit users. (eMarketer)
• A majority of Reddit users are male. (Statista)

Geography

• 46% of desktop traffic to Reddit.com comes from the U.S. (SimilarWeb)

Takeaways

Reddit’s user base has grown significantly in recent years. This suggests that consumers are becoming more interested in what the network has to offer. From an audience perspective, it’s made up mostly of male Millennials, attracting most of its users from the U.S.

Snapchat Demographics

General

• 59% of U.S. users check Snapchat daily. (Pew Research Center)
• 25% of U.S. internet users use Snapchat. (Pew Research Center)
• Snapchat users spend over 30 minutes a day on the platform. (Snapchat)
• There are 364M daily active users worldwide. (Statista)
• There are 243M Snapchats shared per minute on the platform. (Statista)

Age and Gender

Please note that audience data for individuals who do not identify within the binary are not reported.

• 65% of U.S. adults between 18 and 29 years old use Snapchat. (Pew Research Center)
• About 53% of Snapchat users are female and 46% are male. (Statista)

Takeaway

One thing that’s clear with this Snapchat data is that young people love it. After Instagram introduced Stories, many thought Snapchat was on its way out. Turns out, it’s still a major player in the social media game.

Feel free to refer to this list periodically as you’re working through your editorial calendars and audits for the new year. As this time of year calls for a fresh slate, the research behind your next incredible campaign has to be fresh, as well. Happy planning!