Social Media Demographics to Inform Your 2025 Technique

Social media is shifting from high-volume, algorithm-driven content material manufacturing to intentional engagement. AI could have flooded feeds in 2024, however this yr, audiences are tuning out the noise and searching for manufacturers that really feel actual.

Which means you’ll want to be on the proper platforms, speaking to your target market authentically. Understanding social media demographics is the easiest way to know the place your viewers spends their time and the way they have interaction.

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 by 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 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 could have the very best likelihood of connecting together with your viewers.

Beneath, we’ll break down social media demographics for 2025 that will help you enhance your market analysis and technique. We’ve additionally included takeaways for every platform so precisely the best way to 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 most well-liked social media platform globally in 2025. Nonetheless, within the US, YouTube surpasses Fb for the most well-liked 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 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 checklist 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 remains to be the world’s largest 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 an enormous international presence.
• The typical 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 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 each day social interactions.
• Fb is the app shoppers most certainly flip to for buyer care in comparison with every other channel. Millennials, Gen X and Child Boomers flip to Fb as their prime channel for buyer care, in comparison with every 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 underneath 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 p.c 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 break up between women and men, making it one of many extra balanced platforms when it comes to viewers range. For manufacturers, this implies Instagram is a first-rate house 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.

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 energetic customers (as a lot as Instagram) and among the highest engagement ranges of any platform. Whereas it hasn’t surpassed Fb in whole customers but, it might quickly shut the hole.
• Extra Gen Z customers flip to TikTok for information (63%) and product discovery (77%) than every other platform. Manufacturers can faucet into this affect by creating content material that not solely entertains, but in addition informs and helps individuals store.
• The most important age group on TikTok is now 25-34, exhibiting that whereas Gen Z helped gas 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 median of 47.3 minutes per day on TikTok – the best of any main social platform. That’s almost an hour of each day engagement, making it some of the priceless 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 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 have interaction with manufacturers. Thirty-five p.c of X customers work together with model content material each day, and 23% accomplish that a number of occasions per week. Manufacturers that present up persistently 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 median of 48.7 minutes per day on the platform. Curiously, 34% of YouTube viewing time within the UK now happens on TV units, reflecting a shift in the direction of bigger screens for content material consumption.
• Most customers declare to make use of YouTube for leisure moderately than to search out manufacturers and merchandise. Manufacturers nonetheless have a number 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 p.c 51% of YouTube customers favor longer model movies, however short-form content material (31-60 seconds) remains to be a powerful contender. A balanced mixture of each may also 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 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 among the finest platforms for focusing on professionals with sturdy shopping for energy.
• LinkedIn customers need worth, not company communicate. Sharing academic product data is the highest precedence, adopted by managing communities and providing buyer assist. The extra useful you might be, 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 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 on account of Google’s algorithm modifications and shifting post-pandemic habits – 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 previous.
• Folks might not be spending as a lot time on Pinterest as on different platforms. However that doesn’t imply you must 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 international person base. In contrast to different platforms the place Gen Z is especially consuming leisure, they use Pinterest to look, save and store. Actually, 31% of Gen Z customers wished manufacturers used Pinterest extra typically.
• A Pinterest presence can enhance 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 might not be essentially the most talked-about community anecdotally. However the platform continues to see regular development indicating that it’s not going wherever.
• Snapchat remains to be enormous with the youthful crowd. Practically 40% of worldwide Snapchat customers are Gen Z, and that quantity is anticipated to develop. Actually, 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 energetic on Snapchat, it’s a first-rate 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 value being attentive to.
• The typical 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 among the finest locations for natural discussions and deep-dive content material.
• Extra girls are becoming a member of, however Reddit customers nonetheless predominantly determine male. Nonetheless, 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 offer you a broad have a look at social media demographics throughout billions of customers. Whereas this knowledge is a superb start line, your viewers won’t observe the identical traits.

Take the time to research your individual social media insights to see how your demographics examine. Understanding the place your viewers is most energetic (and the way they have interaction) will assist you make higher selections about the place to focus your efforts.

As you intend for a profitable 2025, make sure to use our free social media templates to remain organized and optimize your technique.