Instagram: one of the most popular social media platforms for teens and young adults, especially in the US. Use of the app slowly drops off with age but stays consistent across both men and women, so if your customers are under 40, then Instagram can’t be ignored. Instagram is best for photography, stunning visuals, unique designs, selfie-style video that speaks directly to your audience and a cohesive theme to your content will help you stand out on Instagram. The target audience is typically under 40 years old, both men and women.
YouTube: This is the best platform for producing video tutorials or walkthroughs, visually-driven instructional content, product reviews or interviews. 73% of US adults report regularly using YouTube, with a heavy concentration in the age range of 15 to 34 years olds. YouTube is broadly popular amongst both men and women, and usage tends to go up alongside income and level of education.
Facebook: 68% of US adults report using Facebook, with 51% saying they’re active multiple times daily. Usage is spread pretty evenly amongst males and females, while users tend to get increasingly active as age increases. The more interesting, engaging or even polarizing your content is, the more likely it is to go viral on Facebook. Lean heavily on short videos, eye-catching images and attention-grabbing headlines to attract an audience.
Demographics is the analysis of the characteristics of populations and subsets of populations, such as age, race, and gender. It is important on social media so that you can know which platform would be absolute best for each business. You have to know which audience you are reaching and who you are wanting to reach in order to best target advertising.
Instagram’s demographics are based more in 18-24 age range at 75% of people in that age group using the site and less people in each age group using as the age increases. The most users are located in the United States followed by India and Brazil. These locations are then broken down into regions with 33% of the users being in urban areas, 37% in suburbs, and 43% in rural areas. I think the biggest part that surprised me was that 42% of the people using Instagram make more than $75k a year.
Facebook’s demographics are based more in the 25-39 years old followed by 30-49 years old. The most users are based in India followed by the United States. The majority of users live in Urban areas at 73%. Again like Instagram, more of the users make more than $75k a year.
YouTube’s demographics fall mostly in the 18-24 age range with the majority of users being men. Again, more users live in urban areas than in rural. And just like the other two, the majority of users make more than $75k a year.
Instagram’s users spend an average of 53 minutes, with 500 million active users, 95 million photos, and 250 million stories posted daily. They also have an average of 800 million active users monthly.
Facebook users spend an average of 58 minutes, with 1.4 billion active users, 300 million photos, and 8 billion views per day. They also have 2.2 billion active users monthly.
YouTube users spend and average of 40 minutes, with 30 million active users, and 5 billion photos/videos uploaded daily. They also have 1.5 active users monthly.
I think that Instagram is growing the fastest of the three sites because it is still new. Of all of the statistics I saw during the research, the other two had their use even out over the last few years while Instagram continued to climb in popularity. From what I have seen it looks like the majority of people are using their mobile devices to access these sites.
Sources:
https://spark.adobe.com/make/learn/top-social-media-sites/
https://www.thoughtco.com/what-are-demographics-and-how-are-they-used-38513
https://sproutsocial.com/insights/new-social-media-demographics/#IG-demos
https://sproutsocial.com/insights/new-social-media-demographics/#IG-demos
https://sproutsocial.com/insights/new-social-media-demographics/#IG-demos