How to Choose the Right Social Media Platform to Reach Your Target Audience

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  • May 02, 2020
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Having an active social media presence should be a priority for your business, but how do you decide which social media platform to focus on?

There are a lot of different factors to consider when determining which social media platform(s) are best for your business. Ideally, you want to reach your target audience, and two of the most basic ways to characterize that audience are by age and gender.

The following are the most popular social media channels overall and by age group and gender.

Social Media Channels by Number of Active Users Worldwide

  1. Facebook (2.5 billion users)
  2. YouTube (2 billion users)
  3. Instagram (1 billion users)
  4. TikTok (800 million users)
  5. Snapchat (382 million users)
  6. Twitter (340 million users)
  7. Pinterest (322 million users)
  8. LinkedIn (260 million users)

Social Media Channel Usage By Age

Baby Boomers (age 56-75)

  1. YouTube (used by 38% of adults age 65+ and 70% of adults age 50-64)
  2. Facebook (used by 46% of adults age 65+ and 68% of adults age 50-64)
  3. Pinterest (used by 15% of adults age 65+ and 27% of adults age 50-64)
  4. LinkedIn (used by 11% of adults age 65+ and 24% of adults age 50-64)
  5. Instagram (used by 8% of adults age 65+ and 23% of adults age 50-64)
  6. Twitter (used by 7% of adults age 65+ and 17% of adults age 50-64)
  7. Snapchat (used by 3% of adults age 65+ and 9% of adults age 50-64)

Generation X (age 41-55)

  1. YouTube (used by 87% of adults age 30-49 and 70% of adults age 50-64)
  2. Facebook (used by 79% adults age 30-49 and 68% of adults age 50-64)
  3. Instagram (used by 47% adults age 30-49 and 23% of adults age 50-64)
  4. LinkedIn (used by 37% adults age 30-49 and 24% of adults age 50-64)
  5. Pinterest (used by 35% adults age 30-49 and 27% of adults age 50-64)
  6. Twitter (used by 26% adults age 30-49 and 17% of adults age 50-64)
  7. Snapchat (used by 25% adults age 30-49 and 9% of adults age 50-64)

Millennials (age 26-40)

  1. YouTube (used by 93% of adults age 25-30 and 87% of adults age 30-49)
  2. Facebook (used by 84% of adults age 25-30 and 79% adults age 30-49)
  3. Instagram (used by 57% of adults age 25-30 and 47% adults age 30-49)
  4. Snapchat (used by 47% of adults age 25-30 and 25% adults age 30-49)
  5. LinkedIn (used by 44% of adults age 25-30 and 37% adults age 30-49)
  6. Twitter (used by 31% of adults age 25-30 and 26% adults age 30-49)
  7. Pinterest (used by 28% of adults age 25-30 and 35% adults age 30-49)

Gen Z (age 8-25)

  1. YouTube (used by 90% of adults age 18-24)
  2. Facebook (used by 76% of adults age 18-24 and 51% of teens 13-17)
  3. Instagram (used by 75% of adults age 18-24)
  4. Snapchat (used by 73% of adults age 18-24)
  5. TikTok (used by 49% of teens 13-19 and 13% of adults age 18-24)
  6. Twitter (used by 44% of adults age 18-24)
  7. Pinterest (used by 38% of adults age 18-24)
  8. LinkedIn (used by 17% of adults age 18-24)

Social Media Channel Usage By Gender

Men Across All Age Groups

  1. YouTube (used by 78% of adult men)
  2. Facebook (used by 63% of adult men)
  3. Instagram (used by 31% of adult men)
  4. LinkedIn (used by 29% of adult men)
  5. Snapchat (used by 24% of adult men)
  6. Twitter (used by 24% of adult men)
  7. Pinterest (used by 15% of adult men)

Women Across All Age Groups

  1. Facebook (used by 75% of adult women)
  2. YouTube (used by 68% of adult women)
  3. Instagram (used by 43% of adult women)
  4. Pinterest (used by 42% of adult women)
  5. LinkedIn (used by 24% of adult women)
  6. Snapchat (used by 24% of adult women)
  7. Twitter (used by 21% of adult women)