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Social Media Demographics to Inform Your 2022 Technique


On the lookout for the newest social media demographics for 2022?

You’ve hit the jackpot.

The significance of a data-driven social technique can’t be overstated — up-to-date demographics are essential to entrepreneurs

As a result of the social area is continually evolving. With extra networks accessible than ever earlier than, you should spend your time and funds correctly. Particularly, you must give attention to the place your clients are.

And when you might imagine you already know which networks matter most to your target market, 2022’s numbers may shock you.

Social media demographics: the numbers you should know

From selecting your precedence platforms to conducting market analysis, demographic information is essential to understanding which networks and campaigns deserve your consideration.

Wish to know which apps are up-and-coming? Interested by new alternatives to cross-post your content material? Anxious {that a} community could be “dying?”

We’ve bought you lined.

Under is our listing of must-know social media demographics for 2022 (and past). These numbers are based mostly on the newest analysis and social media statistics accessible on the time of writing.

And as an added bonus, we’ve additionally highlighted strategic takeaways for every community to information your social advertising and marketing technique.

Extra sources for viewers perception

With these demographics in hand to tell personas and focusing on, try these guides to refine your course of:

Fb demographics and utilization

Takeaways from Fb demographics for 2022

  • Regardless of ongoing controversies, “adpocalypses” and rising competitors, Fb nonetheless stays the biggest social platform amongst shoppers and entrepreneurs.
  • Observe that point spent on Fb has truly fallen (from 38 minutes per day to 33 minutes) over the previous 5 years regardless of general social media utilization spiking.
  • Fb’s consumer progress charge has slowed to a grinding halt with solely a 0.8% change improve throughout 2021.
  • Following final 12 months’s social media demographic information, youthful shoppers proceed to flock to TikTok and Snapchat versus Fb and Instagram.
  • Advert revenues proceed to climb whatever the gloom and doom about attain — this highlights how Fb advertisements are a staple of selling at giant.
US Social network user growth by platform i 2020 & 2021, showing Facebook social media usage growing less than 1% YoY.

Instagram demographics and utilization

Takeaways from Instagram demographics for 2022

  • The platform has quietly doubled their consumer base to 2 billion inside three years, a staggering stat that proves Instagram’s endurance.
  • As youthful customers migrate to TikTok, maybe it’s honest to say that Instagram is now not the “hip” community within the eyes of immediately’s youngsters.
  • That mentioned, Instagram maintains a agency maintain on Gen Z and Millennials — these teams make up roughly two-thirds of their base.
  • Current Instagram stats and new Buying options (like Drops) sign the platform’s shift to turning into an ecommerce hub.
  • Reels are standard, however they couldn’t cease TikTok’s momentum in 2021 —the platform continues to peel influencers away from Instagram.
Bar chat showing the number of monthly active Instagram users from 2013 through 2021.

TikTok demographic information and utilization

Takeaways from TikTok demographics for 2022

  • TikTok’s reputation and progress are unprecedented (~10x extra customers since our final social media demographics breakdown).
  • Not solely is the consumer base booming but in addition exercise — customers are spending almost 90 minutes per day on the platform.
  • Reality: almost 40% of Gen Z say they’re straight influenced by merchandise they see on TikTok and types ought to take discover.
  • As an increasing number of manufacturers get on board, we’re seeing influencers do the identical.
  • TikTok is ramping up and “maturing” to satisfy the wants of its customers, together with extra superior advertisements and CRM integrations.

Twitter demographics and utilization

Takeaways from Twitter demographics for 2022

  • Twitter’s utilization and progress have remained pretty constant year-to-year, though its user-base is clearly skewing youthful lately.
  • Regardless of current progress (up from 187 million customers final 12 months), analysis predicts that Twitter will lose about 1,000,000 customers to different platforms over the subsequent 5 years.
  • One-third of Twitter customers are college-educated and make greater than $75K yearly, highlighting the platform’s highly-educated and high-earning base.
  • Twitter’s standing as a spot to debate occasions and collect breaking information make it a major place to share content material and drive discussions, however promoting remains to be tough.
  • Whereas Fleets failed, renewed curiosity in Areas may breathe some new life into the platform.
Twitter social media demographic and usage data from 2020-2025.

LinkedIn demographics and utilization

Takeaways from LinkedIn demographics for 2022

  • Standard knowledge may say that LinkedIn completely caters to an older viewers, however now Millennials dominate the platform.
  • LinkedIn reportedly skilled report income, pushed by the platform’s progress throughout COVID-19 and elevated curiosity in new jobs.
  • The platform’s demographic of high-earning B2B professionals makes LinkedIn a possible goldmine for advertisements.
  • Based on LinkedIn themselves, it’s the top-rated social community for lead technology, making it an important supply for B2B entrepreneurs seeking to discover focused and motivated audiences for his or her campaigns.
  • On condition that solely 180 million (25%) of LinkedIn’s customers are situated within the US, the platform has a large worldwide attain.
LinknedIn worldwide demographics

Pinterest demographics and utilization

Takeaways from Pinterest demographics for 2022

  • Though Pinterest is essentially thought of female-dominated, the platform noticed a stunning spike in male customers throughout 2021.
  • The platform’s core consumer base of 400+ Pinners continues to carry regular (and advert revenues are literally up from the place they had been a few years in the past).
  • Pinterest is maybe probably the most produced-focused of any social community, signaling large alternatives for advertisements (trace: 45% of Pinterest customers have a family earnings of $100,000+).
  • Buying-centric natural content material is honest sport, too  — virtually 70% of customers say they belief Pinterest and it’s their favourite place to analysis merchandise.
  • Pinterest’s social media demographic information is exclusive as their customers are virtually evenly cut up age-wise — 18-29 (32%), 30-49 (34%) and the biggest demo is 50-64 (38%). Attention-grabbing crowd!
Pinterest's social media demographics for 2022

Snapchat demographic information and utilization

Takeaways from Snapchat demographics for 2022

  • Though Snapchat is probably not probably the most talked-about or “stylish” community anecdotally, the platform noticed progress throughout 2021.
  • Snapchat remains to be enormous with the youthful crowd, though it lately misplaced its prime spot as youngsters’ go-to community.
  • Even if you happen to aren’t energetic on Snapchat, it’s a prime place for trendspotting and studying what youthful shoppers need.
  • With 57% YoY income progress (breaking the $1 billion barrier), Snapchat isn’t going wherever but.
Weekly social media usage among US teens in 2022

YouTube demographics and utilization

Takeaways from YouTube demographics for 2022

  • YouTube’s reputation amongst youthful customers highlights the continuing, long-term shift towards video content material.
  • Entrepreneurs word that YouTube remains to be a form of land of alternative advertising-wise, viewing it as a spot to place their advert {dollars} sooner or later versus the likes of Fb (trace: YouTube’s advert income elevated 43% YoY).
  • This income progress indicators not solely the platform’s affect as a social community but in addition as a go-to streaming service.
  • On condition that 62% of YouTube’s customers log into the platform each day, the platform has no issues with engagement and retention.
  • Nonetheless, the vast majority of customers declare to make use of YouTube for leisure quite than to search out manufacturers and merchandise. Manufacturers nonetheless have plenty of work to do on the platform, discovering a stability between leisure and promoting.
Video apps average hours per month per user in the US shows YouTube usage data higher than Netflix, Twitch, Hulu and Amazon Prime Video.

Are social media demographics a part of your technique?

Remember that this information is generalized throughout billions of customers and serves as a place to begin for manufacturers seeking to prioritize their social platforms.

Should you’re seeking to develop your attain, we advocate trying into the demographic information from your personal social presence to see the way it compares to the averages above.

Whether or not these numbers verify what you already suspected or function eye-openers, be sure to bookmark them as you iron out your social technique for 2022.

And talking of which, be sure to take a look at our free social media templates to maintain you organized each step of the best way.

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