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.
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 billionLargest age group: 25-34 (31.1%)Gender distribution: 43.2% female, 56.8% male (no data on other genders)Time spent per day: 32 minutesTakeaways 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%).
Learn more about other vital Facebook statistics to prepare your 2025 strategy.
Instagram demographics and usage
Number of monthly active users: 2 billionLargest age group: 18-24 (31.7%)Gender distribution: 49.4% female, 50.6% male (no data on other genders)Time spent per day: 32 minutesTakeaways 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.
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 billionLargest age group: 25-34 (35.3%)Gender distribution: 44.3% female, 55.7% male (no data on other genders)Time spent per day: 47 minutesTakeaways from TikTok demographics for 2025
TikTok’s growth isn’t slowing down. There are 2 billion monthly active users (as much as Instagram), and 32% of brands have TikTok accounts. It's crucial for brands to focus where their audiences are most active and creating original, compelling content that resonates.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.
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 millionLargest age group: 25-34 (36.6%)Gender distribution: 40% female, 60% male (no data on other genders)Time spent per day: 30 minutesTakeaways 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 billionLargest age group: 25-34 (21.7%)Gender distribution: 46% female, 54% male (no data on other genders)Time spent per day: 49 minutesTakeaways 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.
Learn more about other vital YouTube statistics to prepare your 2025 strategy.
LinkedIn demographics and usage
Number of members: 1 billionLargest 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 secondsTakeaways 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.
Learn more about other vital LinkedIn statistics to prepare your 2025 strategy.
Pinterest demographics and usage
Number of monthly active users: 553 millionLargest 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 minutesTakeaways 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 millionLargest age group: 18-24 (37.8%)Gender distribution: 49.1% female, 50% male (no data on other genders)Time spent per day: 24 minutesTakeaways 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.For a deeper dive into usage and trends, explore more Snapchat statistics to inform your strategy.
Reddit demographics and usage
Number of daily active users: 49 millionLargest 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 minutesTakeaways 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.
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