Climbing up the ladder: Social media demographics marketers should take advantage of in 2023

As social media has become more popular, so has its use as a tool for marketing. By understanding the demographics of social media users, marketers can more effectively target their messages and ads. Let’s take a closer look at SM demographics to let marketers do their job more effectively.


What are SM demographics, exactly?

Social media statistics are the characteristics of a particular group of people who use social media. It can include age, location, gender, income, and interests. Knowing your audience’s demographics can help you tailor your media and messages to them.

Why do marketers have to be familiar with demographics?

First, statistics can give marketers a better understanding of their focus group. By getting familiar with the demographics, marketers can create more targeted and effective promotional campaigns. 

Additionally, demographics let marketers acknowledge consumer trends. By learning about demographic trends, experts can anticipate changes in consumer behavior and adjust their strategies accordingly. 

Finally, familiarity with demographics can help professionals make more informed decisions about allocating their budgets. By recognizing which demographic groups are most likely to purchase their items, marketers can ensure that their efforts focus on the most promising prospects.

General SM demographics

Before diving deeper into particular networks, let’s first paint a general picture of social media demographics. Currently, there are around 4.7 billion social media users worldwide. On average, they spend nearly 3 hours browsing platforms. Some of them scroll the news, while others exercise chit-chat with friends. 

The world of SM platforms is packed with various networks, of which Facebook is the most used. Then goes YouTube, Whatsapp, Instagram, and Twitter. Proportionally, more males are present in an SM environment than women. And approximately 50% use SM mainly to communicate with friends and family. The next category prefers to kill time, read news, and search for content on SM.


YouTube demographics

YouTube accumulates close to 2.8 billion users, with around 1.8 billion unique monthly visitors and 24 hours spent on the platform via mobile devices. The platform has been top-rated in the last few years, allowing talented individuals to get the desired attention and realize their potential. YouTube is an excellent venue to showcase your skills and generate high-quality content. Making videos awe-inspiring is even more straightforward with features by It helps attract significantly more people to tap and watch a video. Thumbnails are crucial in fueling users’ curiosity, showing them an eye-catching picture and description of the video. 

Facebook and Instagram statistics

To date, Facebook has the most users, nearing 3 billion. People spend around 20 hours browsing Facebook feeds per month. Given the rapid growth of eCommerce stores and digital marketplaces, Facebook Marketplace has recently become a robust area to do business, entailing over 500 million users. 

Regarding geography, most users are located in India, with the US, Indonesian, and Brazilian users following them. Facebook is an app that provides the best and most convenient experience when accessed from a mobile device. That’s why 99% reach their profiles using smartphones and tablets.

Around 1 billion people use Instagram monthly, spending an average of 12 hours on the platform. The gender aspect is pretty much equal, with 49% of females and 51% of males using Instagram. The network also tends to be popular among 18-34-year-old users.

How can marketers utilize SM demographics?

There are a few ways that marketers can use social media demographics correctly:

  1. Use it to create targeted ads and content. By knowing the demographics of your SM group, you can create targeted ads and content that is more likely to resonate with them. It can help to improve your conversion rate and ROI.

  2. Use it to divide your audience. You can create more targeted and effective marketing campaigns by segmenting your followers based on statistics. It will help you use your wherewithal more efficiently.

  3. Use it to grasp your followers’ wishes. By comprehending the demographics of your SM audience, you can gain insights into their needs and wants. It can help you create more effective campaigns.

Typical mistakes marketers make when working with SM demographics

The most common mistakes marketers make when using SM stats are failing to target their audience, using the wrong platform, and not using demographic data efficiently.

Ensure that you speak to people in a language they will understand. You also need to consider what platforms they are using and how you can reach them there. Consider learning how to use demographic data to your advantage. Suppose you know that your target group is primarily female. In that case, you can use that information to create content that appeals to them.

If you are using the wrong platform, you may not be reaching your targets at all. Research which platforms are most popular with your targets before generating content.



The social media landscape is constantly evolving, and marketers must stay up-to-date on the latest trends and platforms. To be successful, marketers need to understand the demographics of each forum and how to reach their target audience best. Hopefully, the mentioned points have given you a glance at things you need to know to succeed.

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