Understanding social media demographics empowers you to identify your target audience and address it in a way that brings you the engagement you want. As a marketer, staying on top of the constantly changing social media statistics and adjusting your strategy to reach a broader audience is a testament to your adaptability and control. This guide will further enhance your understanding, helping you identify the best strategies to target social media demographics and increase your online success and brand awareness.

Overview of Social Media Demographics in 2024

Source (Oberlo)

Social media usage by age changes constantly according to factors like cultural shifts, different user behavior, or technological advancements. Each year brings changes in this field, and 2024 is no exception. According to Oberlo, millennials tend to use social media platforms the most, followed closely by Gen Z. These social media statistics will naturally change as Statica predicts there will be 5.85 billion social media users by 2027, a significant increase from the 4.89 billion users in 2023. This projected growth indicates the importance of social media as a marketing tool and the need for marketers to adapt their strategies to reach this expanding audience.

The age box changed this year to older demographics, which became noticeable primarily on platforms like Facebook. This shift, far from being a challenge, presents new and exciting opportunities. Also, new social media platforms appeared on the market, targeting different demographics and offering marketers more opportunities to explore and innovate.

Marketers who understand these trends and shifts, armed with insights from social media analytics and market research, can use all the tools they offer to benefit their projects. This knowledge empowers you to make informed and strategic decisions, ensuring your marketing efforts are always on point.

Demographic Breakdown of Major Social Media Platforms

Each social media platform has specific features and tools. Plus, even if they aim to have as many users as possible, some platforms tend to be oriented towards specific demographics. To identify these demographics, you can use tools like Facebook Insights or Instagram Insights, which provide detailed information about your followers. Social media usage by age varies, as teenagers and young adults prefer TikTok and Instagram, and a more mature audience gravitates towards platforms like Facebook and LinkedIn. So, it is essential to look at each platform individually and shape a strategy that fits its features.


Despite demographic shifts towards an older audience, Facebook remains the most universal, expansive platform in 2024. For marketers who aim to target a mature audience, Facebook should be at the top of the social media list.

Target audience from specific age groups, genders, and interests

Facebook offers valuable tools through its Ad Manager section that allow marketers to reach specific demographics. Through Facebook Ad Manager, the audience can be segmented through factors like age, location, interests, gender, and even behavior. This allows marketers to tailor the content to be more relatable to specific groups. By tailoring your content to specific demographic groups, you can increase its relevance and appeal, leading to higher engagement and better results. Growing your social media audience through targeted advertisement can be the key to your growth.

The many Facebook groups and pages can also enhance brand awareness and be excellent marketing tools. Such tools are ideal for community engagement and interactions with the audience.


Instagram is among the best visual content platforms, particularly for younger adults. However, this platform has over two billion users from all age groups. The secret of a good marketing strategy is understanding Instagram age demographics and finding the target audience through the right features and content.

Reach different demographics through visual content

Instagram has many interesting tools for visual content. Stories, reels, and IGTV can make content more appealing and engaging to the younger audience. The platform also allows you to add audio to static posts, making them more catchy.

Additionally, partnering with influencers who resonate with specific demographic groups can amplify brand visibility and credibility on the platform.


Twitter has suffered a lot of changes in the past few years, but it has remained the leading platform for concise and news-like content. We can put Twitter in the category of younger demographics, but its over 368 million monthly users cover all age groups.

Strategies to reach your audience through concise messages

If you want to make your content relevant on this platform, hashtags are a great tool. Getting involved in popular conversations will also boost community engagement.

But above everything else, your content must be on point and relevant enough to resonate with your audience’s interests.


LinkedIn is the leading social media platform for professionals and B2B networking. With over one billion users, it primarily targets adult and mature demographics. In 2024, LinkedIn will remain a staple social media platform for career-oriented users and industry influencers.

Strategies for reaching B2B and professional audiences

LinkedIn ads are among the best tools marketers can use to reach more fame on LinkedIn. This system lets you connect with specific demographic groups according to age, interests, and location.

Publishing relevant, high-quality content is also a great way to create engagement and prove your expertise. Last but not least, neat profiles optimized for search, participation in industry-oriented groups, and conversations could be invaluable if you want to grow on this platform.


TikTok is the most popular social media platform among Gen Z and younger demographics. In 2024, It became trendy among millennials and even older demographics thanks to its attractive short video content.

Reach the younger audience and newest trends.

To rank in TikTok’s trending, you will need a strategy based on authenticity, creativity, and humor. Since the platform is focused on short videos, this is the primary type of content marketers must also focus on. Lives on TikTok are also prevalent and can have high informational value.

Niche Platforms and Demographic Insights

Social media apps are also addressing narrower niches nowadays. By ‘niche platforms’, we mean social media platforms that cater to specific interests or demographics. There’s a platform for every style. Even if niche-oriented social media apps are not the most notorious, they can still be a great resource for reaching a specific audience. Identifying and using these niche platforms can be a valuable strategy for marketers looking to reach a specific audience.


Snapchat is the most popular social media network among teens and young adults. Thanks to its unfiltered content and fun, engaging tools, Snapchat can be a great way to engage and entice a young audience. With an age demographic up to 35, Snapchat remains an excellent platform for reaching Gen Z and Millenials.

Strategies for higher engagement and interactions

Marketers who want to rank on Snapchat create strategies based on engagement and interaction. Stories, creative lenses, filters, and different groups can be ideal tools for increasing engagement. Don’t forget about the fun aspect of this platform, as you will have plenty of features for it, such as stickers, avatars, and its many effects.


Pinterest is a great niche platform for users who want to see attractive, informative, and engaging visual content. It is popular among female users of all ages and has around 500 million monthly users. Pinterest is a niche platform that addresses users who need inspiration, ideas, and DIY tips, but it can also be an informational network.

Strategies for mainly reaching female users through visual and informative content

Strategies for targeting female users on Pinterest involve creating visually appealing and informative content that aligns with their interests and aspirations. Leveraging Pinterest’s visual search and recommendation features can help increase discoverability and drive traffic to brand websites and product pages.


Reddit is focused on community engagement and interest groups. With over 70 million active users, it continuously attracts new users based on their passions and interests.

Strategies for community engagement through interest groups

A good Reddit strategy involves active participation in conversations and proving high expertise in a specific domain. Building genuine relationships with other users on the platform should take over promotional content. Marketers and content creators need to focus on gaining the trust and credibility of the Reddit audience, and success will come.

Adapting Strategies for Changing Demographics

Marketers and content creators can only stay on top of their niche if they keep up with changing demographics through social media monitoring practices. Professionals will use social media analytics to identify their target audience and preferred content. This allows marketers to test new approaches and iterate based on performance metrics and audience feedback. Here are the key points marketers should keep in mind to keep up with changing demographics and make the most out of the advantages of social media:

  • Monitor social media demographics and changes in patterns.
  • Use social media analytics tools to observe audience demographics and engagement metrics.
  • Stay informed on users’ preferences and behavior through market research tools.
  • Adapt and even implement radical changes according to demographic shifts and current trends.
  • Target broad demographic groups without excluding the smaller ones.
  • Partner with renowned influencers in your niche to attract new audience segments.
  • Collaborate with a social media agency to professionally treat your marketing on such platforms.
  • Use social media planners to help organize your content ahead of time and improve your marketing strategy.


Understanding social media demographics helps marketers and content creators generate more relevant and engaging content ideas. Strategies based on social media statistics lead to more leads and profit while increasing brand awareness. Multiply social media’s advantages with professional strategies that will bring you the visibility you deserve.