New research shows demographics of each social media platform. Target your marketing accordingly.
New research from Business Insider Intelligence reveals the demographics behind each social media platform and the best times to post.
This is pretty useful stuff to know for businesses wanting to find out who their audience is in order to make the most of their social network reach. So, here’s what they found.
Facebook has the greatest reach among all the social media platforms, with 67% of Internet users in the US on Facebook. It has a total of 1.1 billion users worldwide, and is the most popular social media app on smartphones.
Apparently, the best time to post on Facebook is between 1pm and 4pm on Wednesday, and the worst time is after 4pm on weekends.
There’s still a younger crowd using Facebook, but older people are joining in too – the 45 to 54-year-old age bracket has seen 55% growth since the end of 2015.
Twitter is most popular for 18-29 year olds living in urban areas. 30% of US Internet users in this age bracket are on Twitter, giving it one of the youngest user bases of the social media platforms.
Just 5% of those aged 65 and older use Twitter, but the 55 to 64-year-old age bracket is the fastest growing, with 79% growth since 2015.
Most people use Twitter for news consumption, and for brands, the best time to post on Twitter is Monday to Thursday between 1pm and 3pm, and the worst time is after 3pm on a Friday.
This photo sharing app skews heavily towards young people and women. Over 90% of people who use Instagram are under 35, and 68% of Instagram’s users are women.
It also leans toward urban users – 17% of US residents who live in urban areas use Instagram.
With 70% of its users men, Google+ is the most male-oriented of the major social networks. The majority of users are between 18 and 24, but the 45 to 54-year-old age bracket is the fastest growing demographic.
The best time to post on Google+ is weekdays between 9am and 11am, and the worst time is in the evenings between 6pm and 8am.
This one is strong with teens and young adults keen on self-expression through photos. Nearly half of Tumblr’s 34 million users in the first quarter of this year were between 16 and 24. And they’re using it a lot – 61% of 13 to 18-year-olds said they used Tumblr several hours a week or more.
Dominated by tablet users, Pinterest users account for 48.2% of all social media sharing on iPads. 84% of US Pinterest users are women, making this another one heavily skewed towards women.
The most popular category is food and drink related content, which accounts for 18% of all items shared. The best time to post on Pinterest is between 2pm and 4pm or between 8pm and 1am.
61% of LinkedIn users are male, and it is preferred for professional social media activities. It has a high income and highly educated user base, with 64% of its users located outside the US.
The best time to post on LinkedIn is Tuesday to Thursday between 7am and 9am or 5pm and 6pm when professionals are not at work.
Overall, the African region has been the quickest to adapt mobile social media networking, with 59% using a mobile phone and 28% using a tablet to access social media.
The unique identity of each platform means that targeted marketing is more important than ever to get your message across.