Social media demographics every marketer must know in 2023 and beyond

Karishma Borkakoty

August 30, 20235 min read

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Ready to get the latest on social media demographics? Well, you’ve come to the right place.

According to Datareportal, there are about 4.48 billion active social media users worldwide. And over 150 million new users have joined social media within the last 12 months. The scale and importance of social media demographics have never been higher!

But ignoring the shift in the demographics of social media users across platforms can come back to haunt you. So, avoid making any assumptions about which platforms your target demographic prefers. Instead, stay ahead of the game by regularly monitoring how social media demographics and usage are evolving across social platforms.

Table of Contents

Overview of the social media landscape

To understand social media better, it’s important to understand the various elements that strengthen this digital ecosystem.

1. Variety of platforms

There are plenty of well-known platforms like Facebook, X (formerly known as Twitter) and Instagram, along with emerging spaces like Threads. Each platform caters to unique user demographics and behaviors. And understanding how these platforms work is vital for effective audience engagement.

2. Understanding social media demographics

According to a recent study, the largest segment of social media users in the U.S. falls within the 27-42 age bracket. This is followed by Gen Z, who constitute 24.6% of all active social media users.

Moreover, those aged between 43 and 58 aren’t far behind. They account for 22.6% of social media users. There's also a significant surge in the 65+ demographic, with 14% year-on-year growth.

Hence, it's essential to keep an eye on the demographic changes as well as the online habits of social media users.

3. Content types

A study by the Content Marketing Institute found out that 63% of businesses don’t have a well-documented content strategy. Social media thrives on diverse content, reflecting the varying taste of each user. From videos and live streams to traditional text posts, variety is the key. Therefore, a robust and adaptable content plan is crucial for creating engaging content that resonates with your audience.

4. Influencer marketing

Influencers continue to drive and shape consumer choices and decisions. A recent influencer marketing hub report predicts that influencer marketing will grow to $21.1 billion by the end of 2023. If you haven't already, now's the time to include influencer marketing in your overall strategy.

Deep dive into the social media demographics of top platforms

When it comes to building a successful social media strategy there's one key element you simply can't overlook – the demographic data of users. This data serves as the foundation for your social media strategy, guiding you to pick the right platforms and design the most effective campaigns. But before that you must familiarize yourself with the takeaways from each social media platform.

Searching for new platforms to share your content on? Unsure if a popular platform aligns with your audience and their preferences?

Don't worry, we've done the homework for you.

Below is a list of essential social media platforms and their audience demographics for 2023 (and beyond). But that's not all. We've also added a few strategic insights for each platform to help you shape your social media plan.

Here’s a sneak peek of all major social platforms and their usage by demographics:

Facebook demographics and usage

A graphical representation of daily active users on Facebook
  • Number of monthly active users: 2.963 billion

  • Largest age group: 25-34 (29.9%)

  • Gender ratio: 44% female and 56% male

  • Duration of daily engagement: 30 minutes

Key Facebook demographic-related facts that you shouldn’t overlook

  • Go-to hub: Facebook has now become the go-to social hub for the 55 and above age group, while the younger generation has switched to platforms like Instagram, YouTube and TikTok.

  • Popularity among high-income groups: Facebook is popular among individuals in higher-income brackets. According to the Pew Research Center, in 2019, around 74% of adults in the U.S. who earned over $75,000 per year used Facebook.

  • Mixed political views: 35% of Facebook users are conservative, 34% are liberal and 29% are moderate.

YouTube demographics and usage

Key YouTube demographic-related facts that you shouldn’t overlook

  • The over-55 club: Over 67% of U.S. adults aged 56 and above have used YouTube, showing a significant presence of older generations on the platform.

  • Even gender spread: A 2015 report from Digiday stated that, although both men and women watch videos on YouTube, the platform was male dominated. But things have changed now. About 51.4 percent of YouTube users in the United States were women as of April 2023.

  • Parental approval: YouTube is a hit among parents. Around 81% of U.S. parents with children aged 11 or younger said they let their children watch videos on YouTube.

Instagram demographics and usage

Key Instagram demographic-related facts you shouldn’t overlook

  • Opportunity to expand your business network: Over 200 million Instagram users visit at least one business profile every day, emphasizing the platform's value for brands.

  • Not just for selfies: Based on the data from GWI in March 2022, 62.7% of Instagram users aren't just posting their favorite memories. They're actively exploring the platform seeking out new products and brands.

  • Leading people to act: Meta's survey shows that 200 million Instagram users check out business profiles daily. And guess what? 80% of the users rely on Instagram to decide whether to buy a product or service.

X (formerly known as Twitter) demographics and usage

A graphical representation of daily active users on X (formerly known as Twitter)

Key X demographic-related facts you shouldn’t overlook

  • Daily dose of news: Nearly 7 out of 10 X users in the U.S. (69%) are not just tweeting. They've turned the platform as their daily news source.

  • Trendspotting: Over 46% of users feel X has boosted their understanding of current events, while 30% feel it has amped up their political awareness.

  • Gen-Z touchpoints: In 2020, 52% of all posts on X came from Gen Z users.

LinkedIn demographics and usage

Key LinkedIn demographic-related facts you shouldn’t overlook

  • Diversity's on the rise at LinkedIn: In 2021, LinkedIn boasted a 35% increase in Black leaders and a 20.3% rise in Latino leaders, emphasizing its commitment to enhancing diversity and inclusion.

  • Breaking the glass ceiling: In its effort to address gender disparities, women now hold 42% of leadership positions on LinkedIn. (The percentage of leadership roles held by women had dropped to 32% during the pandemic in 2020.)

  • Screening potential hires: LinkedIn continues to be a forum for job seekers, with 52 million candidates using the platform weekly to look for opportunities.

TikTok demographics and usage

eMarketer's report on TikTok users worldwide

Key TikTok demographic-related facts that you shouldn’t overlook

  • A hit with kids: A Qustodio report revealed that kids spend an average of 75 minutes daily on TikTok, making it their go-to social media platform.

  • Not bothered by Ads: According to a 2023 Statista study, 38% of TikTok users don’t consider ads as a deterrent. They are fine with having ads in exchange for free access to specific services.

  • Millennials lead the charge on brand engagement: Millennials on TikTok are 2.3 times more likely to create posts and tag brands.

Threads demographics and usage

A graphical representation of daily active users on Threads

Source: EnterpriseAppsToday

Key Threads demographic-related facts that you shouldn’t overlook

  • Be on multiple platforms at the same time: Statistics from Threads reveal that 96% of its users are simultaneously active on Instagram, with 80% on WhatsApp, 58% on Facebook and 56% on X.

  • Auto-status and location updates: With this feature, Threads can automatically update your status based on your current activity or whereabouts. So, if you're at a concert, the app can recognize the music and might change your status to "At a concert."

How to use social media demographics to improve your strategy

Here’s how you can utilize the demographics of social media users to fine-tune your social media strategy.

Dive deep into data

Start by analyzing the demographics of social media users of the chosen social media platforms from social media reports. Sprinklr’s AI-powered reporting and analytics tools offer a wealth of data on age, location, gender and more.

Segment and personalize

Once you have the data, segment your audience. Are they millennials? Or a good mix of Gen Z and Gen X? With this information, you can create content that speaks directly to these groups.

Get the timing of your posts right

Various age groups demonstrate distinct patterns of activity on social platforms. So, post your content accordingly. In case your demographic primarily consists of working professionals, it is advisable to post during lunch hours or after work. For younger users, evenings and weekends might work better.

Choose your platform carefully

If your target demographic is more active on Instagram or X, don't spend a lot of time designing Facebook-centric campaigns. Be where your audience is.

Speak their language

Tailor your social media messaging based on the demographics. For instance, Gen Z might prefer a more casual and relatable tone, while an older age group might find a formal and straightforward approach more compelling.

Optimize your ad budget wisely

When setting up your paid campaigns, use demographic data to narrow down your audience type. This ensures that you're not directing your ad budget to people outside your target group.


In this competitive business climate, understanding social media demographics is not merely an added advantage—it's downright imperative.

By exploring user demographic data, you can optimize your content strategy to speak not just to any audience, but to the right ones. Additionally, this data aids in bridging gaps between diverse audiences, ensuring that each post that goes out on social media is both relevant and impactful.

There’s no doubt that brands that effectively leverage the power of demographic-related insights will be better positioned to influence and engage their target audience in the years to come.

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