Which social media platform is best for you?
Please listen, this is important. I’ve said it before and I will say it again. You do NOT have to be on EVERY social media channel. You don’t. It is much better to be on 2 or 3 and do a really good job then to be on 5 and not be great on them all, even if you hire someone to do it for you. Not every platform is going to be your target market. So which social media platform is best for you? Here are the demographics for each of the main platforms in 2022.
With 2.91 billion users, the largest age group on Facebook is between 25 and 34 (31.5% of users). 57% are male while 42% are female. Users are using it on average for 33 minutes a day. Although it is still the largest social media platform, its user growth has stalled at 0.8% since last year.
With 2 billion users, the largest age group on Instagram is between 25 and 34 (31.2% of users). In close second, the next largest group is 18 to 24 (31% of users). 51.8% are male while 48.4% are female. Average daily usage is 29 minutes per day. Being the second largest platform, its user base has doubled in the past 5 years. While younger audiences have moved over to TikTok, Gen Z and Millennials make up almost 2/3 of their audience.
TikTok
TikTok has 1 billion monthly users with the largest age group being between 10 and 19 years old (25%). 39% of users are male while 61% are female. Average time spent per day is 89 minutes. TikTok’s user base is growing at an astonishing rate and influencers will become more involved. Slowly this age group will begin to shift to an older audience, but it is still young at the moment.
Twitter has 211 million users up from 187 million in 2021 with the largest age group between 18 and 29 (42%). 61.6% are male while 38.4% are female. Average daily usage is 31 minutes. Despite recent growth, research predicts twitter will lose a million users to other platforms over the next 5 years. One third of twitter users are college educated and make over 75k a year (US dollars). Twitter is a great platform to discuss events and gather breaking news. Not so great for advertising. “Fleets” were a failure and have been discontinued but “spaces” apparently is showing promise.
LinkedIn has 810 million users with the largest age group being 25 to 34 (58.4%). 52% are male and 48% are female. 63% of LinkedIn users log in on a weekly basis with only 22% using it daily. LinkedIn advertising can be very successful due to its users being high-earning B2B professionals. LinkedIn claims to be the top network for lead gen for B2B marketers. It has a very international reach with only 25% of users in the US (185M+) and less than 1% in Canada (19M+).
Pinterest has 431 users with age groups being almost even. From largest age group to smallest: 50 to 64 (38%), 30-49 (34%) and 18-29 (32%). 22% are male and 78% are female. Average daily usage is 14 minutes a day. Growth has held around 400K. Pinterst is the most product-focused of all social platforms with 70% of users say it is their favorite place to research products. 45% of users have a household income over $100,000.
Snapchat
Snapchat has 319 million users with the largest age group being 15-25 (48%). 44.6% are male and 54.4% are female. Average time spent per day is 25 minutes. It was the preferred platform but teenagers until TikTok took the title in 2021.
YouTube
YouTube has over 2 billion users with the highest reach being with the 15 to 35 age group. 54% are male and 46% are female. 62% of users log in daily and the time spent per session is approximately 30 minutes. Majority of users say it is entertainment and not product focused. YouTube’s ad revenue increased 43% from 2021 showing significant growth.
Hopefully you find that information helpful to decide which social media platform is best or you. If you have any questions or need help with your social media, please contact us.