Social media is shifting from high-volume, algorithm-driven content material manufacturing to intentional engagement. AI might have flooded feeds in 2024, however this yr, audiences are tuning out the noise and searching for manufacturers that really feel actual.
Which means it’s good to be on the best 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 completely different platforms so you already know the place to focus your social media advertising and marketing technique in 2025.
Social media demographics: the numbers it’s good 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 must be sensible about the place to focus their efforts.
Demographics show you how to see which social media channels take advantage of sense on your model and the place you could have the most effective probability of connecting together with your viewers.
Under, 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 you already know precisely how you 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 preferred social media platform globally in 2025. Nevertheless, within the US, YouTube surpasses Fb for the preferred social media platform.
What’s the most used social media by age?
Under 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 essentially the most energetic demographic on social media?
Millennials are essentially the most energetic demographic on social media, with 69.2% estimated to be utilizing social media in 2025. When it comes to each day time spent on social media, Gen Z customers figuring out as feminine (16-24) tops the record at 2 hours and 59 minutes with Millennials customers figuring out as feminine (25-34) following carefully behind at 2 hours and 50 minutes.
Fb demographics and utilization
Takeaways from Fb demographics for 2025
Fb remains to be the world’s greatest social media platform, anticipated to surpass 3.1 billion month-to-month energetic customers by 2027. It stays a go-to for each shoppers and entrepreneurs, sustaining a large world presence.
The common time spent on Fb is round 31 minutes per day, exhibiting little change from the earlier yr. 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 progress.
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 each day social interactions.
Fb is the app shoppers most definitely flip to for buyer care in comparison with some other channel. Millennials, Gen X and Child Boomers flip to Fb as their high channel for buyer care, in comparison with some other channel.
With regards to making direct purchases on social media, Fb is the highest social media platform (39%), adopted by TikTok (36%) and Instagram (29%).
Be taught extra about different important Fb statistics to organize 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 most important share, exhibiting that Instagram remains to be a go-to for youthful generations.
Instagram drives buying selections. Sixty-one % of customers flip to Instagram to search 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 range. For manufacturers, this implies Instagram is a major area for participating a broad and energetic person base.
After 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-obligatory – it’s anticipated.
Be taught extra about different important Instagram statistics to organize your 2025 technique.
TikTok demographics and utilization
Takeaways from TikTok demographics for 2025
TikTok’s progress isn’t slowing down, with 2 billion month-to-month energetic customers (as a lot as Instagram) and among the highest engagement ranges of any platform. Whereas it hasn’t surpassed Fb in complete customers but, it might 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 additionally informs and helps folks store.
The biggest age group on TikTok is now 25-34, exhibiting that whereas Gen Z helped gasoline its preliminary explosion, Millennials are simply as invested. Our analysis additionally exhibits that 82% of Gen Z are additionally most definitely 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 very best of any main social platform. That’s almost an hour of each day engagement, making it one of the vital precious channels for manufacturers seeking to seize and maintain consideration.
TikTok’s gender steadiness is shifting, with extra males on the app than girls, 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 giant.
Be taught extra about different important TikTok statistics to organize your 2025 technique.
X (previously Twitter) demographics and utilization
Takeaways from X demographics for 2025
X customers are eager to have interaction with manufacturers. Thirty-five % of X customers work together with model content material each day, and 23% achieve this 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 giant male person base, although feminine illustration has grown barely from earlier years. Its largest age group is 25-34 (36.6%), reinforcing its enchantment to Millennial customers.
Be taught extra about different important Twitter statistics to organize 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 fairly than to search out manufacturers and merchandise. Manufacturers nonetheless have quite a lot of work to do on the platform, discovering a steadiness 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) remains to be a robust contender. A balanced mixture of each may help manufacturers hold viewers engaged whereas catering to completely different viewers preferences.
Be taught extra about different important YouTube statistics to organize your 2025 technique.
LinkedIn demographics and utilization
Takeaways from LinkedIn demographics for 2025
LinkedIn is greater and extra energetic 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 top-of-the-line platforms for focusing on professionals with sturdy shopping for energy.
LinkedIn customers need worth, not company communicate. Sharing academic product info is the highest precedence, adopted by managing communities and providing buyer assist. The extra useful you’re, the stronger your connections.
Be taught extra about different important LinkedIn statistics to organize your 2025 technique.
Pinterest demographics and utilization
Variety of month-to-month energetic 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 participating 553 million month-to-month energetic customers worldwide. After a slight dip in 2022 – partly as a result of Google’s algorithm modifications 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 girls, particularly these between 18 and 24 years outdated.
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. Not like different platforms the place Gen Z is especially consuming leisure, they use Pinterest to look, save and store. In actual fact, 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.
Be taught extra about different important Pinterest statistics to organize your 2025 technique.
Snapchat demographics and utilization
Takeaways from Snapchat demographics for 2025
Snapchat will not be essentially the most talked-about community anecdotally. However the platform continues to see regular progress indicating that it’s not going wherever.
Snapchat remains to be large with the youthful crowd. Practically 40% of world Snapchat customers are Gen Z, and that quantity is anticipated to develop. In actual fact, it’s reported that individuals 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 energetic on Snapchat, it’s a major place for trendspotting and studying what youthful shoppers 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 searching for 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 large for a platform that doesn’t depend on infinite scrolling. Redditors are right here to learn, remark and work together, making it top-of-the-line locations for natural discussions and deep-dive content material.
Extra girls are becoming a member of, however Reddit customers nonetheless predominantly establish male. Nevertheless, the hole is slowly closing. Manufacturers seeking 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 place to begin, your viewers may not comply with the identical developments.
Take the time to research your personal social media insights to see how your demographics examine. Understanding the place your viewers is most energetic (and the way they interact) will show you how to make higher selections about the place to focus your efforts.
As you propose for a profitable 2025, make sure you use our free social media templates to remain organized and optimize your technique.
