If you’re looking for the latest social media demographics for 2021, you’ve hit the jackpot.
We often talk about the importance of building a social strategy that’s driven by data. Demographics are no different.
Because the social space is constantly evolving with more networks available to marketers than ever before, you need to spend your time and budget wisely.
And while you may think you know which networks matter most based on your target audience, 2021’s numbers might surprise you.
Social media demographics: The numbers you need to know
Want to know which apps are up-and-coming? Curious about new opportunities to cross-post your content? We’ve got you covered.
Below we’ve put together a list of must-know social media demographics for 2021 (and beyond). These numbers are based on the latest research and social media statistics available at the time of writing.
Plus, for each network, we’ve also highlighted key strategic takeaways to guide your marketing strategy moving forward.
More resources for audience insight
With these demographics in hand to inform personas and targeting, check out these guides to refine your process:
- How to use social media personas to boost brand engagement
- How to define and reach your target audience on social media
- How to find your target audience on Instagram
Facebook demographics and usage
- # of monthly active users: 2.7 billion
- Largest age group: 25-34 (26.3%)
- Gender: 44% female, 56% male
- Time spent per day: 38 minutes
Takeaways from 2021’s Facebook demographics
- Despite ongoing controversies, “adpocalypses” and ever-emerging competition, Facebook still remains the most-used and engaged-with social platform.
- The influx of boomers to Facebook highlights why it’s such a prime place to run ads, particularly among older demographics with more money to spend.
- The notion that the younger crowd has totally ditched Facebook isn’t quite true (but as highlighted by some of our additional social media demographics below, it’s definitely not the younger crowd’s #1 platform).
- Due to Facebook’s sheer size and engagement rate, it makes sense to advertise there in some way, shape or form (even if that means cross-posting).
- In fact, Facebook’s ad revenue and general usage have been up in the midst of COVID-19. Again, the platform remains many people’s “home base” when it comes to social media.
Instagram demographics and usage
- # of monthly active users: 1 billion
- Largest age group: 25-34 (33.1%)
- Gender: 57% female, 43% male
- Average time spent per day: 29 minutes
Takeaways from 2021’s Instagram demographics
- Instagram’s steady growth is well-documented, cementing it as the second largest network after Facebook.
- The fact that Facebook and Instagram share the same ad platform presents many cross-promotional opportunities for brands.
- The introduction of Reels highlights Instagram’s intention to continue competition with TikTok, while new social ad platforms and formats signal opportunities with higher-earning demographics.
- Instagram is facing fierce competition for younger users. In fact, TikTok (29%) recently surpassed Instagram (25%) as U.S. teens’ preferred social platform (both behind Snapchat).
- Recent Instagram stats highlight the value of influencers and Instagram content for motivating shopping.
Twitter demographics and usage
- # of daily active users: 187 million
- Largest age group: 30-49 (44%)
- Gender: 32% female, 68% male
- Time spent per day/week: 3.53 minutes per session
Takeaways based on Twitter demographics
- Twitter’s usage, user-base and growth have remained fairly consistent year-to-year.
- The platform’s relatively straightforward, shorter-term interactions signal it as a place to gather quick news or conduct customer service.
- Twitter’s status as a place to discuss events and gather breaking news make it a prime place to share content and drive discussions, but advertising is still tricky.
- 80% of tweets come from 10% of the platform’s most active accounts, signaling the prominence of influencers and “power users” on Twitter.
- Notably, 42% of Twitter users are degree-holders (compared to 31% of Americans) which highlight the platform’s demographics for higher-earners (depending on your industry).
LinkedIn demographics and usage
- # of total users: 738 million
- Largest age group: 46-55
- Gender: 51% male, 49% female
- 63% of LinkedIn users access the network monthly, and 22% weekly.
Takeaways based on LinkedIn demographics
- Conventional wisdom might say that LinkedIn exclusively caters to an older audience, but millennials make up about one-fourth of the platform.
- A higher-educated, higher-earning B2B demographic makes Linked In a potential goldmine for ads.
- Marketing on LinkedIn is apples and oranges versus most other networks due to its older, primarily B2B audience.
- According to LinkedIn themselves, it’s the top rated social network for lead generation, making it a great source for B2B marketers looking to find targeted and motivated audiences for their campaigns.
- Over 70% of LinkedIn users live outside of the U.S., presenting opportunities for businesses and brands looking to grow their international audience.
Pinterest demographics and usage
- # of monthly active users: 400+ million
- Largest age group: 30-49
- Gender: 78% female, 22% male
- Time spent per day: 14.2 minutes
Takeaways based on Pinterest demographics
- Pinterest’s predominately female userbase highlights one of the most significant splits in social media demographics when it comes to gender.
- Recently, the platform has seen a spike in usage among Gen Z and millennials (with the number of users under 25 growing twice as fast as users 25+ in Q2 2020).
- The platform’s core userbase continues to be dedicated and isn’t going anywhere. This is drive home by Pinterest’s increased ad spend and organic usage.
- Pinterest is perhaps the most product-focused of any social network: there are massive ad opportunities given the platform’s high-earning base.
- Although TikTok, Snapchat and Instagram get the most attention when it comes to the younger social crowd, Pinterest still has a place among younger users.
TikTok demographics and usage
- # of monthly active users: 100 million
- Largest age group: 18-24
- Gender: 59% female, 41% male
- Time spent per day: 45+ minutes
Takeaways based on TikTok demographics
- TikTok’s 100+ million monthly active users prove that the platform is here to stay (hint: don’t let anyone tell you TikTok is a trend).
- The platform’s user-base is absolutely dedicated, with the average user spending a staggering 21.5 hours per month in 2020 (compared to 12.8 hours in 2019).
- A younger user-base presents challenges in terms of ad-targeting, although that perhaps explains the boom of influencer marketing.
- TikTok is notably seeing growing use among adults, which begs the question of whether the platform will continue to serve younger users or change course.
- Expect emerging ad features in 2021 (and beyond) as the network grows.
Snapchat demographics and usage
- # of monthly active users: 265 million
- Largest age group: 13-34 (75%)
- Gender: 58% female, 40% male
- Time spent per day: 26 minutes
Takeaways based on Snapchat demographics
- Although Snapchat may not be the most talked about trending network anecdotally, the platform experienced significant growth in 2020.
- To that point, Snapchat remained U.S. teens’ network of choice over TikTok and Instagram in 2020, with 34% of teenage users describing it as their preferred platform.
- Even if you aren’t active on Snapchat, it’s a prime place for trendspotting among younger users.
- Similar to TikTok, Snapchat also has a highly engaged user base who manage to open the app 30 times per day on average.
- Beyond the U.S., Snapchat experienced a staggering 100% YoY growth in daily active users in India.
YouTube demographics and usage
- # of monthly active users: 2 billion
- Largest age group: 15-25
- Gender: 72% of all female internet users and 72% of all male internet users
- Time spent per day: 41.9 minutes among viewers 18 and older
Takeaways based on YouTube demographics
- YouTube’s popularity among younger users highlights the ongoing, long-term shift toward video content.
- Steady growth in ad revenue likewise signals not only the platform’s growth as a social network but also as a competitor of streaming services like Netflix.
- Still, only 18% of YouTube users claim to use YouTube to discover brands and products. Brands still have a lot of work to do on the platform, finding a balance between entertainment and advertising.
- Given that 62% of YouTube’s users log into the platform daily, it’s safe to say that the platform is the go-to video network for the Internet at large.
- Marketers note that YouTube is still a sort of land of opportunity advertising-wise, viewing it as a place to put their ad dollars in the future versus the likes of Facebook.
Which social media demographics are you using?
Keep in mind that this data is generalized across millions of users and serves as a starting point for brands looking to prioritize their social platforms.
If you’re looking to expand your reach, we recommend looking into the demographic data from your own social presence to see how it compares to the averages above.
Whether these numbers confirm what you already suspected or serve as eye-openers, make sure to bookmark them as you iron out your social strategy for 2021.
And speaking of which, make sure to check out our free social media templates to keep you organized every step of the way.
How to measure the true impact of social on your business with earned and owned dataPublished on October 4, 2021 Reading time 7 minutes