Top 10 Social Media Demographics for 2023

Darko Jacimovic

Updated · May 18, 2023

Darko Jacimovic

Joined April 2023

With over six years of writing experience, Darko is a prolific writer in multiple industries includi... | See full bio


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Social media platforms are used by almost 60% of the global population. Many of these users belong to varying locations, cultures, and networks - making it a lucrative platform for businesses, social networks, and information dissemination.  

Understanding social media demographics has many benefits, including targeted marketing campaigns, content creation, and competitive analysis. Marketing based on demographics has a projected revenue of $385 billion by 2027.

Hence, knowing your audience and catering to their interests will help you foster better engagement and higher conversion rates. Read on to get insight into the different social media network demographics you can leverage to reach your targets.

Editor’s Choice

  • Facebook has around 2 billion daily active users as of January 2023.
  • The Facebook Marketplace has approximately 561 million users.
  • Instagram offers the most ROI in sales and is preferred by 33% of online marketers.
  • There are around 1.38 billion Instagram users worldwide.
  • ⅓ of Twitter users are educated and have a college degree.
  • The monthly average user base of Twitter is 556 million.
  • 38.9% of TikTok’s audience is aged 18 to 24.
  • 29% of American TikTok users earn between $30,000 to $49,999.

Who are the People Using Social Media?

Nearly 60% of the global population is on social media - around  4.8 billion users.  On average, these users spend over 2 hours messaging, posting, and checking other posts online. 

Let’s look at how these users are distributed across popular social media platforms.

Facebook Demographics

Being the oldest among today's most popular social media platforms, Facebook has evolved in many ways but still has the largest number of users. 

Let’s take a closer look at Facebook’s active user base.

1. As of January 2023, Facebook has 2 billion daily active users.


Facebook reigns supreme among social media platforms in terms of user base. With 2 billion people logging in daily, the potential advertising reach is almost 2 billion.

Even though there’s a trend with younger generations moving away from Facebook, many audiences are still engaged.

2. Women aged 45-64 are likelier to click on Facebook ads.


Women appear to engage more with ads than men do. In 2021, the report gathered by Datareportal showed that older women aged between 45 and 64 had a monthly median of 20 ad clicks.

Given these statistics, there is a higher chance for content targeted to a female audience to get more traction. 

3. Facebook Marketplace has 561 million users.


The Marketplace is a specialized section that Facebook users use as a digital bazaar. Because it is a peer-to-peer e-commerce place, it gives users more reasons to log in and browse the platform.

55.1% of its users identify as male, while 44.9% identify as female. Understanding the gender dynamics on Facebook gives valuable insights for sellers to engage effectively with the market.

Instagram Demographics

As the go-to platform for sharing photos and videos, Instagram still ranks among the top social media sites. In the following statistics, we’ll see how much it appeals to its users.

4. Instagram has 1.318 billion users in the world.

(Datareportal, Statista)

Instagram is continuing to stay relevant. Based on the global advertising audience reach, Instagram has 1.318 billion as of January 2023. Statista predicts that by 2025, the monthly active users will reach 1.44 billion.

5. 33% of marketers say Instagram offers the most ROI in sales.


Brands see the most ROI and most engagement on Instagram. Although it is behind Facebook's daily users, it has the most developed in-app selling tools. Thus, marketers see the best growth potential in Instagram than in other platforms.

6. Instagram’s average users are between 18-24 years old.


Instagram's known as most popular among younger generations, and its largest share of the audience is aged between 18-24. That is about 407.9 million users or 30.8% of the site’s ad audience. This group is followed by 25-34 years old, amounting to 406.9 million users.

Twitter Demographics

Twitter has been famous for news, political discussions, and heated conversations among its users. Despite the significant decline in user engagement since 2022, Twitter still has a significant market reach. 

7. The monthly average number of Twitter users reach 556 million.

(Sprout Social)

Twitter’s monthly active users are 556 million, which is not that much compared to the Meta platforms such as Facebook and Instagram. However, in the United States, daily active users still spend an average of 34.8 minutes on the platform.

8. One-third of Twitter users went to college.

(Sprout Social, Hubspot)

Since Twitter has a reputation for intellectual and controversial discussions, it is no surprise that it has a highly educated user base. And though there has been a backlash from the new management, 66% of marketers surveyed by Hubspot say they are not moving their brand off the platform.

TikTok Demographics

TikToks get an average of 167 million videos in a minute because they’re short-form, ranging from 3 seconds to 10 minutes. Moreover, because of its design, users automatically play videos one after the other.

The following numbers will reflect the kind of audience TikTok has.

9. 38.9% of TikTok’s audience are aged 18 to 24.


TikTok is most famous among the younger generation. Following the largest age group, 32.4% of TikTok users are 25-34 years old. For this reason, trendy ads have more visibility potential.

10. 29% of American TikTok users earn between $30,000 to $49,999.


The U.S. ranks first in the most number of TikTok users worldwide. Despite many low-income earners on the platform, TikTok gets the most iOS revenue from the U.S.

Final Takeaway

These social media platforms offer different opportunities for advertisers and content creators who want to promote their brands. Although some have more daily users than others, the potential ad reach is a different matter. 

For instance, Instagram delivers more ROI to online marketers than other social media platforms. Brands and marketers should use these platforms appropriately to increase revenue and ad reach and maximize user-generated content and engagement.


What are social media demographics?

Social media demographics refer to the traits and characteristics of users on different social media platforms. These traits may include age, gender, geographic location, education, and income level.

Which demographics use social media the most?

It varies depending on the platform, but Instagram and TikTok have been more famous for 18-24 years.

What are media demographics?

Media demographics refer to consumer profiles of different media types, such as print, digital, television, and radio.

How are demographics important to social media?

Demographics are useful in crafting ad campaigns so that the target audience can see the content meant for them, thus resulting in more revenue.


Darko Jacimovic

With over six years of writing experience, Darko is a prolific writer in multiple industries including, but not limited to, technology, digital marketing, and finance. Acquiring a BA in English pushed him to pursue his lifelong dream to conquer the internet and take over the SERPs with high-quality content. Darko became an expert in technology the hard way—he broke a lot of computers and cellphones. Now, he tries to give back to the community by crafting some of the most popular tech guides and articles on the World Wide Web.

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