By mbretous@hubspot.com (Martina Bretous)

I get it, fellow marketers —sometimes, you just need the numbers.

The new year means a lot of things: new life changes, new opportunities, chances to change lives, and, for marketers, new campaigns to plan.

The juggernaut known as social media only gets bigger with every new year, and because of that, demographics shift with it. And, ultimately, keeping on top of important numbers before your social media campaigns can help you with ROI in the long run.

Here, we’ve compiled the state of social media demographics, optimized with the most important data you need to know about your audience and shaping your personas for 2022.

General Social Media Demographics

• Roughly 82% of Americans between 18 and 49 years old use at least one social media site. (Pew Research Center)
• The top way marketers find their audience on social media is by researching relevant online communities, such as Facebook Groups and subreddits. (HubSpot Blog Research, 2021)
• 84% of marketers are targeting Millennials in their social media strategy, followed by Gen X (52%), then Gen Z at 22%. Only 14% of marketers target Baby boomers. (HubSpot Blog Research, 2021)
• Most marketers say that short-form video content is the most popular content format for Gen X, Millennials, and Gen Z. (HubSpot Blog Research, 2021)

Facebook Demographics

General

• As of 2021, Facebook has over 2 billion monthly active users. (Statista)
• Users spend an average of 19.5 hours a month on Facebook. (Hootsuite)

Age and Gender

• Male consumers between 25 and 34 years of age represent the largest demographic on Facebook. (Statista)
• Globally, 56.4% of Facebook users identify as male while 43.6% identify as female. (Statista)
• Marketers believe Facebook is the most popular social media platform across all age groups. (HubSpot Blog Research, 2021)

Geography

• India has the most Facebook users at 349 million, with the United States in second place with 193.9 million users. (Statista)
• Nigeria, Egypt, and South Africa are the countries where Facebook users are growing the fastest. (eMarketer)
• In 2020, Facebook’s user base is declined in Germany, Japan, Switzerland, and South Korea. (eMarketer)

Takeaways

As the most popular social media network, Facebook is definitely a platform worth investing in. Its largest user group is Millennials but it still has a wide range of users across all ages. Furthermore, Facebook is popular worldwide, making it a great social media network for brands of all industries and locations.

Instagram Demographics

General

• eMarketer forecasts that Instagram will reach 1.1 billion users in 2022. (eMarketer)
• 500+ million users are active on the platform every day. (Instagram)
• Users spend an average of 10.3 hours a month on IG. (Hootsuite)

Age and Gender

• Males between the ages of 18 to 24 represent the largest demographic on Instagram, followed closely by males between 25 to 34 years old. …read more

  Source:: HubSpot Blog

        

  

  Author: Aaron