Alannah Riner June 30, 2020 
The demographics of those using social platforms are essential to know for any marketing strategy.
Knowing who uses what platform helps to reach your specific audience in a more efficient way. As social media is changing constantly, it’s a good idea to frequently stay informed on statistics of each social platform to ensure your content fits the needs of those using that platform.
Learning the demographics of each social platform helps you to understand your audience on a greater scale. Each social platform is different, so there should be different ways of reaching individuals on each platform as well.
Sprout Social is a great website that allows you to view user demographic statistics of several social media platforms. Here are some demographics of a few social media platforms, according to SproutSocial:
Facebook:
Facebook has been one of the most used social media platforms throughout its 15 years of operation, ranking second just after YouTube. Facebook users include primarily adults in the US who visit the site daily.
Facebook age breakdown:
- 51% of 13–17 year olds use Facebook
- 76% of 18–24 year olds use Facebook
- 84% of 25–30 year olds use Facebook
- 79% of 30–49 year olds use Facebook
- 68% of 50–64 year olds use Facebook
- 46% of 65+ year olds use Facebook
Facebook is the most popular social media site that includes the older generations. Older individuals tend to prefer to share others’ content, rather than creating their own (BusinessNewsDaily). Creating shareable content, like blog posts and articles that pertain to your organization, would be a great way to reach this older demographic.
Facebook is a great platform to be personable with your audience. A great way to build relationships through this platform is by having conversations and being personable with your audience. Responding to messages, showcasing your organization’s voice, and highlighting business milestones are a few ways to start growing your reach on Facebook.
First Baptist Church Statesboro is an excellent example of using Facebook to highlight milestones within this organization:
Instagram:
Instagram has been a close second to Facebook since 2018 with popularity. This platform is more popular with teens in the US than any other ages.
Instagram age breakdown:
- 75% of 18–24 year olds use Instagram
- 57% of 25–30 year olds use Instagram
- 47% of 30–49 year olds use Instagram
- 23% of 50–64 year olds use Instagram
- 8% of 65+ year olds use Instagram
As Instagram is mainly a visual social media site, creating engaging visual content that grabs the viewer’s attention is essential for this platform. Buffer.com discussed a few powerful ways to boost Instagram reach, including experimenting with videos, posting instagram stories, going live, and even posting less to not overwhelm the viewer. Sharing others’ posts that your organization is tagged in is a great way to engage with your audience on Instagram.
Stella, a boutique in Statesboro, does a great job of using their Instagram story to showcase their products:
Twitter:
Twitter is widely popular with adults who are primarily college-aged. Twitter is constantly growing in use and is definitely one of the most popular social media platforms, especially for emerging adults.
Twitter age breakdown:
- 44% of 18–24 year olds use Twitter
- 31% of 25–30 year olds use Twitter
- 26% of 30–49 year olds use Twitter
- 17% of 50–64 year olds use Twitter
- 7% of 65+ year olds use Twitter
As Twitter is quite popular with young adults, it is a great platform to show the lighter or funnier side of your organization. This platform is full of memes and lighthearted tweets, but it is also used to keep individuals updated on news topics, as Twitter is probably the best platform for posting timely information. Using photos or short videos are good for engaging on this site as well. Twitter is a great tool for sharing funny yet informative posts that allow you to be creative.
Moe’s is just one example of how organizations use funny tweets to reach their audience. Not only is this tweet humorous, it also informs the reader that it’s Moe Monday and they were having free deliveries for Cinco De Mayo:
Couple of things:
– It’s Moe Monday
– FREE delivery all day tomorrow for Cinco
– May the 4th be with you (sorry)— Moe’s Southwest Grill (@Moes_HQ) May 4, 2020
Which platform do you use the most for yourself? For your business?
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