So, you’ve done the research. You know the ins, the outs, the hopes, the dreams, and the needs of your target audience.

But where are they?

With so many channels out there, choosing the focus for your campaigns can be challenging.

That’s where we come in. 😉

Here’s our breakdown of the demographics found on some of the most popular social media platforms.

Where is your target audience?

Let’s find out!

1.     Facebook

As THE social network, it seemed only right that we kick this list off with the one, the only, Facebook.

With nearly 3 billion active monthly users spending 38 minutes per day on average here, Facebook remains a social media giant.

The largest age group on the platform is 25- to 34-year-olds, occupying 26.3% of all users – 56% of whom are male whilst 44% are female.

2.     Instagram

Over 1 billion of us flock to Instagram every month for an average of 30 minutes per day.

Like Facebook, Instagram also has a pretty even split with 57% of all users being female and 43% male.

Meanwhile, Instagram’s primary age group is also similar to that of Facebook, with 33.1% of all users being between 25 and 34.

3.     Twitter

Roughly 200 million active users, a 68% male demographic with 44% of users between 30 and 49 spend an average of three and a half minutes per session.

We’re talking, of course, about Twitter.

While it doesn’t attract users for the same amount of time as other social media platforms, Twitter can be an invaluable resource for the right brand. The home of simple and speedy interactions, Twitter is typically used by consumers as a source of information, usually on recent events.

Brands that see the most success on this app interact with consumers in witty, engaging ways that spur conversation.

(As 42% of Twitter users hold degrees or other higher qualifications, it may be a good option for brands looking to reach higher earners.)

4.     Pinterest

We’ve said it before, we’ll say it again – you need to check out Pinterest.

For those whose target audience is on Pinterest, it is an incredible platform for reaching consumers.

Pinterest has over 400 million monthly active users that are spending over 14 minutes on average per day searching for ideas, inspiration, and yes, products.

But despite their largest age group being 30- to 49-year-olds, and only 78% of users being female, Pinterest is currently seeing huge growth in male users, as well as younger and older users, too.

5.     TikTok

With over a billion active monthly users spending over 45 minutes per day on the platform and their largest age group being 18–24-year-olds, it’s no surprise that TikTok has become synonymous with Gen Z.

Interestingly, the ever-growing platform has a gender split of around 59% to 41% female to male.

Boasting a time-spent-per-day rate that obliterates Instagram and Facebook’s, even rivalling that of YouTube, TikTok’s growth is certainly nothing to sniff at. In 2022, we can expect marketers to get more creative in reaching their target audience on the platform.

6.     YouTube

With over 2 billion active monthly users watching over 41.9 minutes, YouTube, and more specifically, YouTube ads, continues to be a huge asset to marketers.

Despite their largest age group being 15- to 25-year-olds, YouTube actually sees scores of people from all age groups and demographics flock to their platform. In fact, 72% of all female and male internet users are on YouTube.

Additionally, 80% of parents in the US have children under the age of 11 who watch YouTube.

Users on the platform are typically present and willing to learn something new or be entertained, giving marketers prime opportunity to provide this content, optimise their campaigns with YouTube Studio and Google Analytics, and connect with their target audience.

Where is your target audience?