As Marketers, its important to know your audience and which channels to tap into to effectively reach your audience- especially when crafting a demographic-specific message.
The following insights were brought through various third party surveys and researches conducted. These researched data are primarily in the US.
Despite newer platforms gaining traction, Facebook remains the go-to for consumers and businesses alike, with strong engagement across generations. However, Younger users (18-24) are spending less time here, averaging just 22 minutes a day. Facebook also boosts to be the top social media platform to be used for purchases standing at 39%.
Key demographics & insights:
Largest age group: 25-34 (31.1%)
Gender split: 43.2% female, 56.8% male
Time spent per day: Approximately 32 minutes
Best for: Customer service (most consumers turn to FB for customer care over other channels), community engagement, and social commerce
Instagram is still a favorite among younger demographics but faces growing competition from TikTok. Instagram's user gender ratio is almost equilibrium comparative to most other social media networks which boost a larger majority of male users. Content forms that receive the highest engagement are stories, Reels, and influencer content.
Key demographics & insights:
Largest age group: 18-29 (31.7%)
Gender split: 49.4% female, 50.6% male
Time spent per day: Approximately 32 minutes
Best for: Lifestyle brands, e-commerce, and influencer partnerships.
TikTok, that cool transfer student who pioneered viral short form videos remain dominant in its growth. TikTok despite only being popular from 2023, has as many users as Instagram. The platform also is the 2nd highest social media platform to be used for purchases at 34%.
Key demographics & insights:
Largest age group: 25-34 (35.3%)
Gender distribution: 44.3% female, 55.7% male
Time spent per day: Approximately 47 minutes
Best for: Lifestyle brands, e-commerce, and information/news.
If you are looking to advertise on these platforms, the best average CPC for the US is TikTok at $1.00 CPC.
Facebook & Instagram CPC individually are at $0.50-$2.00 CPC & $0.20-$2.00 CPC. These costs are at a lower range outside of the US.
Advertise on TikTok in the US for the best average CPC. This is especially potent for DTC brands.
TikTok is the best platform for content marketing with an algorithm that supports new traffic organically.
Advertise on FB for products/services most likely to be used by middle class. CTC can be lowered with more effective targeting.
Hygiene updates on IG for branding and to build interests through aesthetic visuals as a supportive media channel for your brand.
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