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Who Am I Marketing To: A Guide To Social Media Demographics

The world of social media can be overwhelming, especially if you are unsure of how to use each platform to its full potential? optimally use each platform. Believe it or not, a total of approximately 2.8 BILLION people utilize at least one social media platform, growing at a rate of 22% since last year alone. An essential element to online marketing success involves knowing who to direct your posts towards. We took it upon ourselves to offer you a SparkNotes version of some critical demographics that will help you #workit online! Let’s start here..


While there are 317 million monthly users on Twitter, 53% of users are inactive, making it the most oversaturated social media platform of all. Twitter is one of the only social media platforms dominated by men with 22% of males using it. On Twitter, it’s best to aim your content at 18 to 29 year olds, focusing on visuals and links. After all, tweets with images receive 18% more clicks. Twitter is not the social platform where people spend most of their time, so you will want to create short, concise and eye catching posts.


  • Most users spend 2.7 minutes daily on Twitter

  • 500 million tweets are sent daily

  • 81% of millennials check Twitter once per day


Meet Facebook, the platform with a WHOPPING 1.9 BILLION monthly users! Yes, this means 25% of the world's population could be Facebook stalking you right now. As you can likely tell by the numbers, Facebook is the most used social media platform. Remember that terrifying moment that you realized Facebook was exploding when our parents started trying to friend us? 83% of women and 75% of men who use the internet are regularly active on Facebook.

With Facebook users fitting into most age ranges, you’ll surely be able to zone into your target demographic - and one of the best ways to do this is through video. In fact, 100 MILLION hours of video are watched daily through Facebook. On this platform, users are also more willing to spend their time reading lengthier posts, so if you are looking for somewhere to deep dive, Facebook is the social platform for you.


  • 75% of users spend 20 minutes or more on Facebook every day

  • Five new Facebook profiles are created every second

  • The highest traffic occurs on the platform mid-week between 1:00-3:00 p.m.


Instagram: like many other millennials, I absolutely cannot live without this one! Instagram has about 600 million monthly users and is rapidly increasing as the fastest growing social media platform. Stick with photos and videos that include short captions on this platform. Unlike Twitter, Instagram has a 2200 word count cap, but I promise you almost no one is going to read your essay of a caption. Keep it simple with the words and play around with the picture instead. Most of Instagram’s users are female and 90% are under the age of 35. 53% of users follow brands to know what’s going on. Keep it trendy, keep it visually pleasing and you’ll kill the Instagram game.


  • 80% of Instagram users are outside of the United States

  • 95 million photos and videos are shared on Instagram each day

  • 38% of online women use the platform

  • 26% of online men use the platform


Planning a wedding? Redecorating? Looking for a new recipe? Whether you’ve meant to or not, we’ve all stumbled upon Pinterest at one point or another. Pinterest has 317 million monthly users and is dominated by women, with 45% of online women using this social platform. The age range of 18-65+ make it the largest of any of the platforms. This is where all these people are looking for ideas and things they can buy to replicate all of these photos which makes it a brilliant place to market products. Consumers are 10% more likely to purchase a product if they are referred from Pinterest.


  • 17% of online men use the platform

  • 72% of Pinterest users use the platform to determine their offline purchases

  • 80% of Pinterest users use the platform from a mobile device

  • 100 million food boards

  • 146 million fashion boards


Who needs cable anymore? YouTube is taking over with two million views per minute, coming in second to Facebook with one billion monthly users of all age ranges. You can find anything on YouTube and it is so easy to get lost in it for hours at a time. YouTube is a platform that uses a lot of keywords in order to properly target the correct market. You need to be aware of what is trending at the time and align your video topics to what people in your target demographic are searching for.


  • 55% of users are male

  • 45% of users are female

  • Almost five billion videos are watched every day

  • More than half of views come from mobile devices


Snapchat is (almost) everyone’s newest obsession, with 100 million daily users. Snapchat Stories are what took over, with 400 million stories added per day and 20K sent EVERY SECOND! Women take up 70% of the Snapchat users, probably because of all the cute filters you can use. After all, who isn’t guilty of snapping a pic with that doggie filter? The marketing world has slowly been easing its way into Snapchat and it is a smart idea to get in while it is still new. So hop on board and test out the waters.


  • 18% social media users are on Snapchat

  • Approximately three billion snaps are sent each day

  • Most users spend 30 minutes per day on Snapchat

Where should you go from here? Determining your target market, then deciding which platforms are most appropriate to target them is your best bet. Work It Social can help you make a plan to effectively target your clients needs. Be sure to contact us today and let's get social.

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