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.
Facebook demographics and usage
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
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.
Recent Instagram stats highlight the value of influencers and Instagram content for motivating shopping.
Twitter demographics and usage
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
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
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.