Social Media Demographics by Platform for 2022

Are you after the latest social media demographics? 

Well, folks, you are in luck! In today’s article, we have prepared the latest social media demographics for 2022. Not only this, we have separated those by social media channels to make it as easy as possible. 

Up-to-date audience demographics are really important for us marketers. We need data-driven social media strategies. This is why knowing the demographics of our audience at all times is crucial. 

Social media nowadays is an ever-changing environment. Hence, you must use your time and resources carefully. Especially now, when there are more networks than ever before. You should pay particular attention to the locations of your target audience.

Do you know which networks are most important to your target audience? Let’s see the statistics for 2022.

The social media demographics stats you need to know about. 

‼️ Pro tip: Use demographic data to determine which networks and initiatives are worth investing in. ‼️

Want to discover which applications are on the rise? Interested in finding new ways to promote your content? Worried about the health of a network?

We have you covered.

We’ve compiled a list of 2022’s most important social media demographics. They are all based on current research and social media data.

1️⃣ Let’s start with the social media demographics and usage of Facebook

Active users: 2.91 billion per month.
Age: The 25-34-year-old demographic is the largest, taking about 31.5% of all Facebook users.
Gender: 43% of the users are female, while 57% are male.
Daily Usage: Users devote approximately 33 minutes a day to this activity.

✔️ Predictions based on Facebook’s 2022 demographics:

  1. It’s hard to argue with the fact that Facebook is still one of the most popular social media networks out there. Users and advertisers use the platform despite the recent controversy and new competitors. 
  2. We see that over the past five years, the time spent on Facebook has decreased from 38 to 33 minutes per day.
  3. The growth rate of Facebook’s users has come to a standstill, with only a 0.8% rise in 2021.
  4. TikTok and Snapchat continue to be more popular among millennials.

It is, however, clear that Facebook ads are an essential part of any marketing strategy.

2️⃣ Demographics and usage of Instagram

Active users: There are around 2 billion active monthly users.
Age: 25-34 years (31.2%); and between 18 and 24 years (31%).
Gender: 48.4% of the population is female and 51.8% is male (no data on other genders).
Daily Usage: 29 minutes.

✔️ Takeaways from Instagram demographics for 2022:

  1. In only three years, the platform’s user base has grown from 1 to 2 billion. This is an astounding figure that demonstrates Instagram’s enduring appeal.
  2. We can claim that Instagram is no longer the “cool” network for young people these days due to their shifting focus to TikTok.
  3. That being said, nearly two-thirds of Instagram’s users are Gen Z and Millennials.
  4. Instagram is becoming an e-commerce powerhouse due to the addition of new Shopping capabilities like Drops.
  5. Reels are also popular, but they couldn’t halt TikTok’s progress in 2021. TikTok continues to draw influencers away from Instagram.

3️⃣ The demographics and usage of LinkedIn

Active users: Approximately 810 million people use the platform every month.
Age: 25–34-year-olds are the most popular demographic group on LinkedIn (58.4%).
Gender: 48% of the users are female and 52% are male.
Daily Usage: About 63% of LinkedIn members log in at least once a week; 22% use the site every single day.

✔️ Takeaways from LinkedIn’s 2022 demographics: 

  1. According to conventional thinking, LinkedIn only appeals to an older demographic. This, however, is no longer the case as Millennials have taken over as the platform’s primary user base.
  2. During COVID-19, LinkedIn allegedly made record revenue due to the rising demand for new jobs. This is when the platform developed further.
  3. LinkedIn’s demographic of high-earning B2B professionals makes the network a goldmine for advertising.
  4. LinkedIn claims to be the #1 social network for generating leads. It’s a valuable resource for B2B marketers.
  5. LinkedIn has a tremendous worldwide reach. Only about 180 million (25%) of its members are situated in the United States.

4️⃣ Demographics and usage of TikTok

Active users: 1 billion monthly users.
Find out why TikTok has become so popular over the past few years.
Age: 10–19-year-olds are the largest age group, making up 25% of all users.
Gender: 61% are females and 39% are male users.
Daily Usage: 89 minutes.

✔️ Takeaway on TikTok’s demographics for 2022: 

  1. TikTok has grown tenfold in popularity and use.
  2. Users are spending an average of over 90 minutes a day on the platform. This is a significant increase from the previous year.
  3. TikTok is influencing the purchasing decisions of over 40% of Generation Z’s. Companies should take advantage of this.
  4. Influencers are following suit as more and more companies get on board.
  5. To better please the demands of its users, TikTok is expanding and “maturing”. They are working on including more complex advertisements and CRM interfaces.

5️⃣ Demographics and usage of Twitter

Active users: 211 million active users on a daily basis. This is an increase from 187 million last year.
Age: The largest age group is between the ages of 18 and 29 (42%).
Gender: 38% of the users are female, while 61.6% are male.
Daily Usage: 31 minutes.

✔️ Key Takeaways from Twitter demographics for 2022: 

  1. According to a study, Twitter may lose approximately a million users over the next five years. This is despite its recent rise. We may, however, see a different turn of events since the platform now has a new owner.
  2. Twitter is known as a place to talk about current events and get news as it happens. If your target audience is on there, it may be a good place to advertise.

6️⃣ Demographics and usage of YouTube

Active users: over 2 billion.
Age: 15–35-year-olds.
Gender: 54% males and 46% females.
Daily Usage: approximately 30 minutes.

The following are the key takeaways from YouTube Demographics for 2022: 

  1. Video material is becoming more and more popular with younger audiences. In a way, YouTube is a pioneer of this trend.
  2. YouTube’s ad income grew by 43% year-over-year. This is great: it shows the platform is developing and marketers can take advantage of the growth.
  3. The fact that the platform’s income is increasing shows that it is not just a popular social network. It is also a go-to streaming provider.
  4. Since 62% of YouTube’s users log in every day, the site has no issues with user engagement and retention.
  5. Most YouTube viewers still state that they use the site for amusement purposes rather than looking for items and businesses. 

⁉️ Does your social media plan include demographics?

Keep in mind that this data is based on the general behaviours of millions of users. Our advice is to use the data above as a starting point for your strategy. Prioritize the social media platforms that are best suited for your business.

You can also check how your demographics stack up against the general data. Start by looking at the data from your current social media profiles.

If you need help with creating the right buyer persona for your business, check out our free social media templates. Follow us to stay in the loop on all the latest social media news.