Sprout - Social media is shifting from high-volume, algorithm-driven content production to intentional engagement. AI may have flooded feeds in 2024, but this

Detailed Outline for Social Media Demographics in 2025

Introduction

• Shift in social media from high-volume content to intentional engagement

• Importance of understanding social media demographics for effective marketing strategy

Overview of Social Media in 2025

• Major changes in platform popularity and user behavior

• Importance of demographics in shaping marketing strategies

Key Social Media Statistics

1. Most Used Platforms

   • Global ranking of platforms: Facebook remains dominant; YouTube leads in the US

   • Overview of monthly active users for major platforms

2. Usage by Age

   • Breakdown of social media usage by different age ranges

   • Highlight most active demographics

Platform-Specific Demographics

1. Facebook

   • Monthly Active Users: 3.065 billion

   • Demographics: Age group distribution and gender ratio

   • User Engagement: Average time spent and trends among younger users

   • Customer Care and Shopping Trends

2. Instagram

   • Monthly Active Users: 2 billion

   • Demographics: Largest age group and gender ratio

   • Shopping Influence and Customer Service Expectations

3. TikTok

   • Monthly Active Users: 2 billion

   • Demographics: Age distribution and time spent

   • Engagement Trends and Content Creation

4. X (formerly Twitter)

   • Monthly Active Users: 611 million

   • Demographics: User engagement trends and gender distribution

5. YouTube

   • Monthly Active Users: 2.504 billion

   • Demographics: Most engaged age group and viewing preferences

6. LinkedIn

   • Members: 1 billion

   • Demographics: Age group and income distribution

   • User Preferences for Content

7. Pinterest

   • Monthly Active Users: 553 million

   • Demographics: Age group and gender ratio

   • Brand Discovery and User Perception

8. Snapchat

   • Daily Active Users: 453 million

   • Demographics: User distribution and engagement patterns

9. Reddit

   • Daily Active Users: 49 million

   • Demographics: Age group and gender breakdown

   • Engagement and Discussion Patterns

Importance of Audience Analysis

• Customizing strategies based on individual brand demographics

• Leveraging insights for targeted marketing efforts

Conclusion

• Recap of the importance of understanding social media demographics

• Encouragement to utilize provided social media templates for strategy optimization

Social media is shifting from high-volume, algorithm-driven content production to intentional engagement. AI may have flooded feeds in 2024, but this year, audiences are tuning out the noise and looking for brands that feel real.

That means you need to be on the right platforms, talking to your target audience authentically. Understanding social media demographics is the best way to know where your audience spends their time and how they engage.

Let’s break down the latest social media demographics across different platforms so you know where to focus your social media marketing strategy in 2025.

Social media demographics: the numbers you need to know

Social media is going through a major shift. New platforms are emerging, while others are becoming more niche. And with users spread across more apps than ever, brands need to be smart about where to focus their efforts.

Demographics help you see which social media channels make the most sense for your brand and where you have the best chance of connecting with your audience.

Below, we’ll break down social media demographics for 2025 to help you improve your market research and strategy. We’ve also included takeaways for each platform so you know exactly how to put these insights to work.

Before we get started, here’s a quick summary of a few key social media statistics.

What is the most used social media platform?

Facebook continues to be the most popular social media platform globally in 2025. However, in the US, YouTube surpasses Facebook for the most popular social media platform.

Line graph from Pew Research Center shows that over 80% of US adults prefer YouTube, followed by Facebook.

What is the most used social media by age?

Below is a breakdown of social media usage by age range in the US:

18-29 years – YouTube (93%), Instagram (76%), Facebook (68%), Snapchat (65%)

30-49 years – YouTube (94%), Facebook (78%), Instagram (66%), Pinterest (43%)

50-64 years – YouTube (86%), Facebook (70%), Instagram (36%), LinkedIn (30%)

65+ – YouTube (65%), Facebook (59%), Pinterest (22%), Instagram (19%)

What age range is the most active demographic on social media?

Millennials are the most active demographic on social media, with 69.2% estimated to be using social media in 2025. In terms of daily time spent on social media, Gen Z users identifying as female (16-24) tops the list at 2 hours and 59 minutes with Millennials users identifying as female (25-34) following closely behind at 2 hours and 50 minutes.

Facebook demographics and usage

Number of monthly active users: 3.065 billion

Largest age group: 25-34 (31.1%)

Gender distribution: 43.2% female, 56.8% male (no data on other genders)

Time spent per day: 32 minutes

Takeaways from Facebook demographics for 2025

Facebook is still the world’s biggest social media platform, expected to surpass 3.1 billion monthly active users by 2027. It remains a go-to for both consumers and marketers, maintaining a massive global presence.

The average time spent on Facebook is around 31 minutes per day, showing little change from the previous year. While the platform still sees steady engagement compared to other apps, it’s been slowly declining in cumulative time spent on the app compared to other networks seeing growth.

Younger users continue to spend less time on Facebook, with 18-24-year-olds averaging just 22 minutes per day. While the platform remains dominant among the 25-34 age group (31.1%), younger audiences are gravitating toward other platforms like TikTok and Snapchat for daily social interactions.

Facebook is the app consumers most likely turn to for customer care compared to any other channel. Millennials, Gen X and Baby Boomers turn to Facebook as their top channel for customer care, compared to any other channel.

When it comes to making direct purchases on social media, Facebook is the top social media platform (39%), followed by TikTok (36%) and Instagram (29%).

Data visualization showing three of the top platforms used to make a purchase in 2025: Facebook (39%), TikTok (36%), Instagram (29%).

Learn more about other vital Facebook statistics to prepare your 2025 strategy.

Instagram demographics and usage

Number of monthly active users: 2 billion

Largest age group: 18-24 (31.7%)

Gender distribution: 49.4% female, 50.6% male (no data on other genders)

Time spent per day: 32 minutes

Takeaways from Instagram demographics for 2025

Instagram continues to be a Gen Z and millennial favorite, with 60% of users under 35. The 18-24 age group (31.7%) makes up the largest share, showing that Instagram is still a go-to for younger generations.

Bar chart from Statista showing the distribution of Instagram users worldwide by age group.

Instagram drives shopping decisions. Sixty-one percent of users turn to Instagram to find their next purchase, making it the top channel for product discovery. If your brand isn’t showcasing products here, you’re missing out.

Instagram’s gender distribution is nearly evenly split between men and women, making it one of the more balanced platforms in terms of audience diversity. For brands, this means Instagram is a prime space for engaging a broad and active user base.

When they have a question or need help, 72% of Gen Z users turn to Instagram for customer service. For brands, being responsive in DMs and comments isn’t optional – it’s expected.

Learn more about other vital Instagram statistics to prepare your 2025 strategy.

TikTok demographics and usage

Number of monthly active users: 2 billion

Largest age group: 25-34 (35.3%)

Gender distribution: 44.3% female, 55.7% male (no data on other genders)

Time spent per day: 47 minutes

Takeaways from TikTok demographics for 2025

TikTok’s growth isn’t slowing down, with 2 billion monthly active users (as much as Instagram) and some of the highest engagement levels of any platform. While it hasn’t surpassed Facebook in total users yet, it could soon close the gap.

More Gen Z users turn to TikTok for news (63%) and product discovery (77%) than any other platform. Brands can tap into this influence by creating content that not only entertains, but also informs and helps people shop.

The largest age group on TikTok is now 25-34, showing that while Gen Z helped fuel its initial explosion, Millennials are just as invested. Our research also shows that 82% of Gen Z are also most likely to have a TikTok account, which supports a generational shift in app preference.

Comparison chart showing Gen Z's top social channels for news and products, both being TikTok at 3% and 77% respectfully.

Users spend an average of 47.3 minutes per day on TikTok – the highest of any major social platform. That’s nearly an hour of daily engagement, making it one of the most valuable channels for brands looking to capture and hold attention.

TikTok’s gender balance is shifting, with more men on the app than women, which is a reversal from previous years when female users dominated. This signals TikTok’s status as a staple social network among the population at large.

Learn more about other vital TikTok statistics to prepare your 2025 strategy.

X (formerly Twitter) demographics and usage

Number of monthly active users: 611 million

Largest age group: 25-34 (36.6%)

Gender distribution: 40% female, 60% male (no data on other genders)

Time spent per day: 30 minutes

Takeaways from X demographics for 2025

X users are keen to engage with brands. Thirty-five percent of X users interact with brand content daily, and 23% do so multiple times a week. Brands that show up consistently and join conversations can tap into this engagement and build stronger connections.

The platform still has an overwhelmingly large male user base, though female representation has grown slightly from previous years. Its largest age group is 25-34 (36.6%), reinforcing its appeal to Millennial users.

Learn more about other vital Twitter statistics to prepare your 2025 strategy.

YouTube demographics and usage

Number of monthly active users: 2.504 billion

Largest age group: 25-34 (21.7%)

Gender distribution: 46% female, 54% male (no data on other genders)

Time spent per day: 49 minutes

Takeaways from YouTube demographics for 2025

Users are highly engaged, spending an average of 48.7 minutes per day on the platform. Interestingly, 34% of YouTube viewing time in the UK now occurs on TV sets, reflecting a shift towards larger screens for content consumption.

Most users claim to use YouTube for entertainment rather than to find brands and products. Brands still have a lot of work to do on the platform, finding a balance between entertainment and advertising.

Long-form videos have a slight edge on YouTube. Fifty-one percent 51% of YouTube users prefer longer brand videos, but short-form content (31-60 seconds) is still a strong contender. A balanced mix of both can help brands keep viewers engaged while catering to different audience preferences.

Chart showing the top types of brand content social users are most likely to interact with on YouTube: primarily entertaining. content, then educational product information.

Learn more about other vital YouTube statistics to prepare your 2025 strategy.

LinkedIn demographics and usage

Number of members: 1 billion

Largest age group: 25-34 (50.6%)

Gender distribution: 43.6% female, 56.4% male (no data on other genders)

Average visit duration: 11 minutes and 19 seconds

Takeaways from LinkedIn demographics for 2025

LinkedIn is bigger and more active than ever, with 1 billion members and growing. But the professional network is not just for older audiences. Millennials make up the majority of LinkedIn users, and Gen Z is catching up fast.

About 53% of users come from high-income households, making it one of the best platforms for targeting professionals with strong buying power.

LinkedIn users want value, not corporate speak. Sharing educational product information is the top priority, followed by managing communities and offering customer support. The more helpful you are, the stronger your connections.

Chart showing how social users want brands to show up on LinkedIn, with priority to educational product information, followed by manage smaller communities and provide customer support.

Learn more about other vital LinkedIn statistics to prepare your 2025 strategy.

Pinterest demographics and usage

Number of monthly active users: 553 million

Largest age group: 18-24 (46%)

Gender distribution: 69.4% female, 22.6% male, 8% unspecified (no data on other genders)

Time spent per day: 14 minutes

Takeaways from Pinterest demographics for 2025

Pinterest is experiencing a resurgence, now engaging 553 million monthly active users worldwide. After a slight dip in 2022 – partly due to Google’s algorithm changes and shifting post-pandemic behavior – the platform has bounced back to attract a diverse and growing audience.

While there’s been a slight increase in male users, Pinterest remains a favorite among women, especially those between 18 and 24 years old.

People may not be spending as much time on Pinterest as on other platforms. But that doesn’t mean you should write it off. The platform promotes discovery, with 80% of weekly Pinners having discovered a new brand or product on Pinterest.

Gen Z is Pinterest’s fastest-growing audience, now making up 52% of its global user base. Unlike other platforms where Gen Z is mainly consuming entertainment, they use Pinterest to search, save and shop. In fact, 31% of Gen Z users wished brands used Pinterest more often.

A Pinterest presence can boost brand perception. With 51% of users seeing Pinterest as more positive than other platforms, brands can benefit from its halo effect and build stronger trust with their audiences.

Learn more about other vital Pinterest statistics to prepare your 2025 strategy.

Snapchat demographics and usage

Number of daily active users: 453 million

Largest age group: 18-24 (37.8%)

Gender distribution: 49.1% female, 50% male (no data on other genders)

Time spent per day: 24 minutes

Takeaways from Snapchat demographics for 2025

Snapchat may not be the most talked-about network anecdotally. But the platform continues to see steady growth indicating that it’s not going anywhere.

Snapchat is still huge with the younger crowd. Nearly 40% of global Snapchat users are Gen Z, and that number is expected to grow. In fact, it’s reported that people over 35 years are substantially less likely to use Snapchat, which may mean more targeted advertising opportunities on the app.

Even if you aren’t active on Snapchat, it’s a prime place for trendspotting and learning what younger consumers want.

Reddit demographics and usage

Number of daily active users: 49 million

Largest age group: 18-29 (46%) (US audiences only)

Gender distribution: 39.1% female, 59.8% male (no data on other genders)

Time spent per visit: 18.15 minutes

Takeaways from Reddit demographics for 2025

Reddit is a Gen Z hotspot, with 46% of US users aged 18-29 actively on the platform. They’re looking for in-depth discussions, niche communities and unfiltered conversations. If you want to reach Gen Z in a space where they’re highly engaged, Reddit is worth paying attention to.

The average Reddit user spends 18 minutes per visit, which is huge for a platform that doesn’t rely on endless scrolling. Redditors are here to read, comment and interact, making it one of the best places for organic discussions and deep-dive content.

More women are joining, but Reddit users still predominantly identify male. However, the gap is slowly closing. Brands looking to reach a broader audience should keep an eye on how its demographics shift.

Are social media demographics part of your strategy?

The numbers above give you a broad look at social media demographics across billions of users. While this data is a great starting point, your audience might not follow the same trends.

Take the time to analyze your own social media insights to see how your demographics compare. Understanding where your audience is most active (and how they engage) will help you make better decisions about where to focus your efforts.

As you plan for a successful 2025, be sure to use our free social media templates to stay organized and optimize your strategy.

Categories

Social Media Marketing

Social Media Strategy

Social Media Trends

Social Platforms

In Social Media Statistics

Detailed Outline for Social Media Demographics in 2025

Introduction

Social media is undergoing a significant transition from high-volume, algorithm-driven content production to an emphasis on intentional engagement. In light of the AI-driven noise that filled feeds in 2024, audiences are increasingly tuning out in search of brands that feel authentic and genuine. Hence, understanding social media demographics is paramount for marketers aiming to create effective strategies, enabling them to connect with their target audience in a meaningful way.

Overview of Social Media in 2025

The landscape of social media in 2025 has witnessed major changes in platform popularity and user behavior. As brands navigate this evolving landscape, they must recognize the importance of demographics in shaping their marketing strategies. The way users interact with different platforms is critical; therefore, knowing which social media channels resonate most with specific demographic groups is essential for effective market engagement.

Key Social Media Statistics

As we delve into the data, we see that Facebook continues to dominate globally with approximately 3.065 billion monthly active users. However, in the United States, YouTube has overtaken Facebook as the leading platform. In terms of age-specific usage, YouTube is particularly favored among the younger demographic, with 93% of users aged 18-29 engaging with the platform. Moreover, the most active demographic on social media consists mainly of Millennials, with 69.2% estimated to use these platforms.

Platform-Specific Demographics

1. Facebook

   • Monthly Active Users: 3.065 billion

   • Largest Age Group: 25-34 (31.1%)

   • Gender Distribution: 43.2% female, 56.8% male

   • Average Time Spent: 32 minutes per dayThe platform remains a primary choice for customer care, especially among Millennials.

2. Instagram

   • Monthly Active Users: 2 billion

   • Largest Age Group: 18-24 (31.7%)

   • Gender Distribution: Nearly split between males and females

   • Average Time Spent: 32 minutes per dayInstagram excels in driving shopping decisions, with 60% of users turning to it for product discovery.

3. TikTok

   • Monthly Active Users: 2 billion

   • Largest Age Group: 25-34 (35.3%)

   • Gender Distribution: 44.3% female, 55.7% male

   • Average Time Spent: 47 minutes per dayGen Z users increasingly rely on TikTok for news and product discovery, making it a powerful tool for brands.

4. X (formerly Twitter)

   • Monthly Active Users: 611 million

   • Largest Age Group: 25-34 (36.6%)

   • Gender Distribution: 40% female, 60% male

   • Average Time Spent: 30 minutes per dayX remains crucial for brand engagement; users frequently interact with brand content.

5. YouTube

   • Monthly Active Users: 2.504 billion

   • Largest Age Group: 25-34 (21.7%)

   • Gender Distribution: 46% female, 54% male

   • Average Time Spent: 49 minutes per dayYouTube is primarily used for entertainment, indicating the importance for brands to balance content types.

6. LinkedIn

   • Members: 1 billion

   • Largest Age Group: 25-34 (50.6%)

   • Gender Distribution: 43.6% female, 56.4% male

   • Average Visit Duration: 11 minutes 19 secondsLinkedIn users seek valuable content, emphasizing the importance of educational material.

7. Pinterest

   • Monthly Active Users: 553 million

   • Largest Age Group: 18-24 (46%)

   • Gender Distribution: 69.4% female, 22.6% male

   • Average Time Spent: 14 minutes per dayPinterest serves as a platform for discovery, especially relevant for brands looking to capture Gen Z's attention.

8. Snapchat

   • Daily Active Users: 453 million

   • Largest Age Group: 18-24 (37.8%)

   • Gender Distribution: 49.1% female, 50% male

   • Average Time Spent: 24 minutes per dayA key channel for trendspotting among younger demographics, signaling opportunities for targeted campaigns.

9. Reddit

   • Daily Active Users: 49 million

   • Largest Age Group: 18-29 (46%)

   • Gender Distribution: 39.1% female, 59.8% male

   • Average Time Spent: 18.15 minutes per visitReddit is characterized by in-depth discussions and communities, making it valuable for organic engagement.

Importance of Audience Analysis

Forging successful connections through social media marketing necessitates a customized approach tailored to individual brand demographics. Leveraging insights from audience analysis allows brands to optimize their marketing efforts based on user preferences and engagement patterns.

Conclusion

In summary, understanding social media demographics is essential for crafting effective marketing strategies that resonate with different audiences. As brands prepare for 2025, analyzing these demographics can provide the necessary insights to determine where to focus their efforts. Utilizing provided social media templates will aid in strategy optimization and help brands remain competitive in this dynamic landscape.