Which audience is for what social media platform? An in-depth look at how to match social media platforms with audiences.
Each social media site is geared toward a different group of people and has its own specific goals. For your social media strategy to work, you need to choose the right platform for your audience. This guide will look at some of the most popular social media sites and the kinds of people who use them. This will help you make smart marketing choices.
Facebook, founded in 2004, is a leading social media platform that connects users worldwide through various features like messaging, content sharing, and news updates. As of 2024, it boasts over 3 billion active users, making it the largest social media network globally
The user base is diverse, with significant populations in countries like India (375 million), the United States (194 million), and Indonesia (118 million)
Notably, about 56.8% of its users are male, and the platform sees high engagement, with many users utilizing it for messaging, content sharing, and news consumption
In the U.S., nearly 70% of adults have used Facebook, although its popularity among teenagers has declined
Overall, Facebook remains a crucial platform for personal connections, brand engagement, and advertising, providing businesses with extensive reach and targeting capabilities
What businesses do best on Facebook?
In 2024, businesses that excel on Facebook typically include e-commerce brands, local services, and content-driven organizations. The platform has become a key player in online shopping, with features like Facebook Shops allowing businesses to create an integrated shopping experience directly on the site. Approximately 37% of Facebook users made a purchase through the platform in the past year, emphasizing the importance of e-commerce for brands looking to thrive
E-commerce businesses that leverage Facebook's advertising capabilities—such as dynamic ads that retarget users who have visited their sites—tend to perform well. Additionally, utilizing user-generated content (UGC) has proven effective, as it builds authenticity and engagement
Local businesses, including restaurants and service providers, also do well by engaging their community through localized advertising strategies
Meanwhile, industries focused on entertainment and education, including video content creators and online courses, can tap into the platform's vast audience by using engaging formats like video and live streams
Overall, successful businesses on Facebook in 2024 are those that adapt to its evolving shopping features, utilize targeted advertising, and engage authentically with their audience. For more insights, you can check out resources on Facebook marketing strategies.
Instagram, founded by Kevin Systrom and Mike Krieger and now owned by Meta, is a popular social media platform primarily designed for sharing photos and videos. As of 2024, Instagram boasts approximately 2.4 billion monthly active users globally, with the largest user demographic being young adults aged 18 to 24, who make up about 31% of its audience.
The platform is particularly favored by users under 35 years old, with 70% of its users falling into this age group
Interestingly, 87% of Instagram users live outside the United States, with India, the United States, and Brazil having the highest numbers of users
The average user spends around 33 minutes per day on the app, engaging with a variety of content, including Stories, Reels, and posts
Instagram is not just a social platform; it has become a significant marketing tool. About 71% of businesses in the U.S. use Instagram for marketing purposes, and 80% of users report following at least one business
The platform's capabilities for brand discovery and shopping make it an essential channel for businesses looking to reach younger demographics
For more detailed information on Instagram's user demographics and its role in business marketing, you can check the sources provided. Website rating Omnicore Agency
X, formerly known as Twitter, is a major social media platform rebranded following Elon Musk's acquisition. In 2024, X reported over 500 million monthly active users globally, with about 245 million accessing the platform daily. The platform's user base is notably male-dominated, comprising approximately 68.66% male and 31.34% female users. It is most popular among individuals aged 25-34.
Geographically, the United States leads with the highest number of users (over 95 million), followed by Japan and India.
X is popular for real-time discussions, news sharing, and social engagement, maintaining a strong presence in digital and marketing spaces even after its rebranding.
X provides a direct line of communication between businesses and their audience, allowing companies to share news, promotions, and interact with customers. This can boost brand visibility and foster customer relationships. The platform is particularly valued for its quick, concise format that suits timely content and trend participation.
Certain types of businesses tend to perform especially well on X due to the platform’s format and user demographics.
The most successful business types include:
Media and News Outlets: Given X's strong focus on real-time updates, news organizations thrive by posting breaking news, live event coverage, and engaging with public conversations.
Tech Companies and Startups: X’s tech-savvy audience aligns well with businesses in the technology sector. These companies use the platform to share updates, product launches, and thought leadership content.
Retail and E-commerce: Brands in this space leverage X for promotions, product highlights, customer service, and real-time sales updates. They often engage users through special deals or limited-time offers.
Entertainment and Sports Brands: Celebrities, entertainment companies, and sports teams use X to maintain direct interactions with fans, promote events, and share multimedia content.
B2B Companies: Although more traditionally associated with platforms like LinkedIn, B2B businesses find success by sharing industry insights, thought leadership content, and participating in trending discussions to boost visibility.
Customer Service-Oriented Companies: Businesses focused on customer service, such as airlines and telecommunications companies, use X for immediate customer support and to resolve issues publicly and efficiently.
These businesses benefit from X's fast-paced, direct communication style that helps them stay connected with their audiences, respond quickly, and stay relevant in trending topics.
LinkedIn is a professional networking platform used for job searching, recruitment, business networking, and content sharing. In 2024, it remains vital for B2B marketing and professional engagement. The platform boasts significant global reach, including 199 million users in the U.S. alone. It is popular among professionals and businesses, with 47% of users being millennials and a substantial number holding higher education degrees. LinkedIn has become a top choice for lead generation, with 96% of B2B marketers using it for content distribution and branding efforts.
LinkedIn supports engagement through various types of content, such as posts, articles, and polls. Video content, for instance, tends to attract five times more interactions than other formats. Moreover, 67 million companies are listed on LinkedIn, making it a central hub for professional marketing and recruitment efforts. It continues to be a powerful tool for brands aiming to boost their visibility and credibility, offering double the conversion rates compared to other platforms
In 2024, certain types of businesses thrive on LinkedIn, leveraging the platform’s professional focus and networking capabilities. The following business types do particularly well:
B2B Companies: Businesses that sell to other businesses see great success on LinkedIn. The platform is widely recognized as the most effective channel for B2B lead generation, with about 40% of B2B marketers citing it as their top choice
Recruitment Firms and HR Services: Given LinkedIn's role as a job search and recruitment tool, businesses in the recruitment sector excel. Many recruiters use LinkedIn to find candidates, post job openings, and promote their employer brand
Technology Firms: Companies in tech, especially those offering software solutions or innovative products, benefit from LinkedIn’s professional audience. They utilize the platform for product launches, industry discussions, and to position themselves as thought leaders
Professional Services: Firms in sectors such as consulting, finance, and legal services thrive on LinkedIn by sharing expertise, networking with potential clients, and establishing credibility through thought leadership content
Educational Institutions and Training Providers: With a significant number of users interested in professional development, educational organizations and training providers effectively use LinkedIn to connect with potential students and promote their programs
These businesses leverage LinkedIn’s features to engage with their audience, share valuable content, and generate leads, making it a key platform for professional growth and networking. For more detailed insights on LinkedIn business strategies, you can check sources like Sprout Social and Metricool.
Pinterest is a visual discovery and bookmarking platform where users can find and save ideas on a wide range of topics, from fashion and home decor to recipes and DIY projects. As of 2024, Pinterest has approximately 450 million monthly active users, with the largest user base located in the United States, followed by significant numbers in Brazil and Mexico
Demographically, Pinterest is known for having a predominantly female audience, with around 76% of users identifying as women. This gender skew is likely due to the platform's focus on inspiration and planning, which resonates more with women
Social Media Dashboard
In terms of age, a considerable portion of users are millennials, particularly those interested in luxury shopping and lifestyle content
The platform serves as a significant source of inspiration, with many users employing it to plan projects, discover new ideas, and shop for products. About 82% of Pinterest users have reported making purchases based on content they found on the site.
Certain types of businesses perform particularly well on Pinterest due to the platform's visual nature and user demographics.
What businesses do the best on Pinterest?
Here are some key sectors that thrive on Pinterest:
Fashion and Apparel: Brands in the fashion industry frequently use Pinterest to showcase their collections and style ideas. Users often look for outfit inspiration and trend forecasting, making this sector highly popular
Home Decor and Interior Design: Businesses offering home decor items or design services find great success on Pinterest. Users search for design inspiration and DIY projects, leading to high engagement with content related to home improvement
Food and Beverage: Recipe blogs, food brands, and restaurants leverage Pinterest to share recipes and meal ideas. Users frequently use Pinterest for planning meals and discovering new cooking methods, making it an ideal platform for culinary businesses
Health and Fitness: Brands related to wellness, fitness, and nutrition can effectively use Pinterest to share workout routines, healthy recipes, and motivational content. This sector appeals to users looking for lifestyle changes and fitness inspiration
DIY and Crafts: Creative businesses focusing on DIY projects or craft supplies benefit greatly from Pinterest, as users often search for how-to guides and craft ideas. This type of content resonates well with the platform’s audience, encouraging sharing and saving
Beauty and Personal Care: Beauty brands use Pinterest to share makeup tutorials, skincare tips, and product recommendations. The visual nature of the platform complements beauty content, attracting users interested in personal grooming
For more detailed insights, you can check resources like Hootsuite's Social Media Dashboard
Snapchat is a multimedia messaging platform that allows users to send photos and videos, called "Snaps," which are viewable for a short time before they disappear. Launched in 2011, it has evolved into a social media app featuring Stories, which allow users to share content with their friends for 24 hours, and various augmented reality (AR) features that enhance user engagement.
As of 2024, Snapchat boasts over 414 million daily active users and 800 million monthly active users globally. The platform is particularly popular among younger demographics, with about 51% of its U.S. users identifying as female and approximately 38.5% of users being aged 18 to 24
Notably, Gen Z users comprise a significant portion of the user base, making Snapchat a crucial platform for reaching this audience.
In terms of geographic distribution, India has the highest number of Snapchat users, followed by the United States. Snapchat's appeal lies in its focus on casual, spontaneous sharing, and it is noted for its high engagement rates—users open the app nearly 40 times a day.
What businesses do the best on Snapchat?
On Snapchat, businesses that tend to perform well are those that align closely with the platform's youthful and authentic culture. Industries that thrive on Snapchat include:
Fashion and Beauty: Brands like e.l.f. Cosmetics successfully use Snapchat to showcase products with engaging visuals and promotions
Fashion labels can take advantage of Snapchat’s ephemeral nature to share sneak peeks of collections and fashion tips.
Lifestyle Brands: Companies that promote a vibrant lifestyle, such as fitness brands, health products, and travel companies, resonate well with the predominantly young audience. These brands often utilize interactive content to engage users
Entertainment: Media companies and streaming services often leverage Snapchat for marketing new shows or movies through interactive ads and exclusive sneak previews
Food and Beverage: Restaurants and food brands utilize Snapchat to showcase menu items, promotions, and behind-the-scenes content, which appeals to users looking for authenticity
Tech Startups: Brands that focus on innovative tech solutions or products also find success on Snapchat by highlighting their offerings in a fun and engaging way, often using augmented reality (AR) features for immersive experiences
Snapchat's unique features, such as AR filters and the ability to create spontaneous, engaging content, allow businesses to connect with their audience authentically. Brands that prioritize creativity and maintain a casual tone tend to see better engagement and results on the platform. For more insights on Snapchat marketing, you can check the full articles on Shopify and Search Engine Journal.
TikTok is a popular social media platform designed for sharing short-form videos. Launched internationally in 2017 by ByteDance, it has rapidly gained a massive global audience, currently boasting around 1 billion monthly active users
User Demographics in 2024
The platform appeals primarily to younger audiences. A significant portion of TikTok's users falls within the 18 to 24 age range, which comprises around 40% of its global user base
This demographic is particularly drawn to the platform's engaging and entertaining content, spending an average of 58 minutes per day on TikTok.
How do businesses use Tiktok?
In 2024, businesses are leveraging TikTok in various innovative ways to engage their audiences and drive sales. Here are some key strategies:
Influencer Partnerships: Brands collaborate with TikTok influencers to reach their target audiences authentically. These influencers create content featuring products or services, helping brands tap into their established follower bases.
Creative Content: Businesses create entertaining and engaging videos that resonate with TikTok's creative community. This can include challenges, tutorials, and behind-the-scenes content that showcases their brand personality.
TikTok Ads: Companies utilize TikTok's advertising platform to run targeted ad campaigns. Options include In-Feed Ads, TopView ads, and Branded Hashtag Challenges, which encourage user participation and increase brand visibility
User-Generated Content (UGC): Brands encourage users to create content featuring their products, often through challenges or contests. This not only fosters community engagement but also provides authentic marketing content
Live Streaming: TikTok's live-streaming feature allows businesses to connect with audiences in real-time. Companies can showcase products, host Q&A sessions, or run live events to boost engagement and direct sales.
View more about the user demographics on search logistics article.
YouTube is a video-sharing platform where users can upload, view, and interact with videos across various genres. As of 2024, YouTube boasts over 2 billion logged-in users per month, making it one of the largest social media platforms globally
The platform's reach extends beyond just logged-in users, with approximately 1.3 billion total users engaging with content
Demographics: YouTube's user base is incredibly diverse. In the United States, about 81% of adults use YouTube, with a particularly strong presence among younger audiences. Over 77% of Gen Z users (ages 12 to 27) are active on the platform, making it their primary source for video content.
Millennials also engage heavily, with 54% checking YouTube daily
In terms of gender, 62% of users are male, and a significant portion of the audience consists of users outside the U.S., indicating YouTube's global influence
YouTube's content spans a wide array of categories, including music, entertainment, educational content, and vlogs, catering to different interests and age groups. It serves as both a source of entertainment and a vital platform for marketing, with many businesses leveraging it for advertising and brand engagement.
In 2024, several types of businesses excel on YouTube, utilizing the platform's video format to engage with audiences effectively. Here are some sectors that thrive:
Consumer Goods and Retail: Brands in this sector often create product demonstrations, unboxings, and how-to videos that showcase their products in real-life scenarios. This strategy not only increases brand visibility but also encourages potential buyers to make informed purchasing decisions
Beauty and Cosmetics: The beauty industry is particularly successful on YouTube, with many influencers and brands sharing tutorials, reviews, and tips. Makeup tutorials and skincare routines attract millions of views, allowing brands to connect directly with their audience
Gaming: Gaming companies and content creators flourish on YouTube through live streams, game reviews, and gameplay walkthroughs. This niche appeals strongly to younger audiences, making it a lucrative area for brands to engage
Health and Fitness: Businesses in the health and wellness sector utilize YouTube to provide workout tutorials, nutritional advice, and motivational content. This not only builds community engagement but also establishes authority within the industry
Food and Beverage: Culinary channels featuring recipes, cooking tips, and food challenges are highly popular. Brands often partner with food influencers to create engaging content that showcases their products in delicious recipes
Educational Content: Educational channels covering topics from academic subjects to DIY tutorials perform well, as they provide valuable information to viewers. Many educational institutions and professionals use YouTube to reach a broader audience and enhance their teaching materials
These businesses leverage YouTube’s vast user base and engaging video format to create content that resonates with their target audience, driving both awareness and sales.
For more details on YouTube's demographics and usage trends, you can check out the sources I gathered information from. WorldMetrics, The shelf, Omnicore Agency
Quora is a question-and-answer platform that allows users to ask questions, provide answers, and engage in discussions on a vast range of topics. It serves as a valuable resource for individuals seeking information and insights from a community of experts and enthusiasts.
As of 2024, Quora boasts over 400 million monthly active users, with approximately 845 million visits each month, including both registered and unregistered users. The platform is particularly popular in the United States, which accounts for about 41.8% of its user base, followed by India at 17% and the UK at around 4.5%
Demographically, Quora attracts a diverse audience, with around 55% male and 45% female users. The majority of users are in the 18-34 age range, with significant representation from those aged 25-34 (approximately 30.5%) and 18-24 (about 25.7%)
Quora users tend to be well-educated, with 65% holding a college degree and a notable 28% having a graduate degree
For businesses, Quora can be an effective platform for marketing and customer engagement, particularly due to its audience of decision-makers and high-income earners. Approximately 54% of users have a household income exceeding $100,000, which positions Quora as a valuable space for B2B and B2C companies alike
For more in-depth information about Quora and its demographics, you can explore detailed statistics and analysis available online. Siteefy,BloggerPassion,IFoundation
Clubhouse is a social audio platform that allows users to engage in live conversations in virtual "rooms." Launched in early 2020, it rapidly gained popularity, especially during the pandemic, by offering a unique way for users to connect through voice. As of early 2024, Clubhouse boasts approximately 25 to 30 million weekly active users, with predictions that it could exceed 50 million users if its Android app reaches a significant audience
In terms of demographics, Clubhouse attracts a diverse user base. The largest age group is 25 to 34 years old, making up about 38% of users, followed by 18 to 24-year-olds at 28%. The gender distribution is fairly even, with 51% female and 49% male users
. Geographically, the platform is popular in North America (28% of users), Europe (27%), and Asia (23%), demonstrating its global reach
Many users utilize Clubhouse for professional networking and business development, with about 30% engaging in these activities
. The platform's appeal lies in its real-time conversations and community-building features, making it a valuable tool for individuals and brands looking to connect in an interactive environment.
For more detailed insights into Clubhouse's features and user engagement, you can explore additional information: Marketing Scoop
In 2024, Twitch remains a leading live streaming platform primarily focused on video gaming, but it has expanded to include a variety of content types, including music, art, and "Just Chatting" streams. As of now, Twitch boasts around 140 million monthly active users and approximately 8.68 million streamers, showing significant growth in both viewership and content creation
The user demographic of Twitch is predominantly young, with about 73% of users aged 34 and under, and 41% falling within the 16 to 24 age group. The platform is also largely male, with around 65% of its users identifying as male
Twitch is known for its community-driven environment, where viewers can interact with streamers in real time, creating an engaging experience that sets it apart from traditional video platforms. The U.S. is the largest market for Twitch, accounting for nearly 23% of its user base, followed by countries like Germany, Russia, and South Korea
For more detailed statistics and insights, you can check the sources I referenced. Backlinko, Bankmycall, Thinkimpact
What businesses perform the best on Twitch?
In 2024, Twitch has expanded beyond its gaming roots to include a variety of content types, appealing to a wide audience of creators and viewers. Businesses that thrive on Twitch include those in the gaming industry, esports, music, and lifestyle brands. Key strategies for success on the platform involve leveraging influencer marketing, establishing brand channels, and utilizing traditional advertising formats.
Gaming and Esports: Game developers and publishers, such as Epic Games and Respawn Entertainment, have successfully utilized Twitch for product launches and community engagement, often partnering with popular streamers to showcase new titles or features. For example, the launch of "Apex Legends" was notably boosted by streamers who demonstrated the game live, leading to millions of viewers
Consumer Goods: Brands in the consumer goods sector, especially those related to food and beverages, have also found a niche on Twitch. Companies like Mountain Dew have collaborated with games such as PUBG to create in-game promotions that resonate with the gaming community
Influencer Collaborations: Businesses across various sectors use influencers to create authentic connections with audiences. Influencers on Twitch can effectively demonstrate products, offer giveaways, and engage directly with their communities, which enhances brand visibility and trust
Creative and Lifestyle Brands: Non-gaming content such as cooking, art, and music is gaining traction. Creatives in these fields can attract viewers who are interested in unique experiences, making Twitch a versatile platform for lifestyle brands as well
Overall, successful businesses on Twitch focus on creativity and community engagement, utilizing the platform's interactive capabilities to connect with a dedicated audience.
Contact Us Today to find out which platform is best for your target audience.
Editors Note: This post was originally published on October 4th, 2023 and has been completely revamped and updated for accuracy and comprehensiveness.