Don’t make assumptions about where your audience spends their time online.

Your instinct might tell you that if you’re targeting Gen Z, you should skip Facebook and focus on Instagram and TikTok. But the data shows that nearly a quarter of Facebook users are aged 18 to 24.

If you’re selling to baby boomers, social might not seem like a top priority. But it should be Facebook and Pinterest are the top social networks for boomers. Adults over age 65 are Facebook’s fastest growing audience segment.

Maybe you think Tik Tok marketing is not the right fit for your brand. But even well-established brands with an audience well outside Gen Z are experimenting with this platform.

Keep in mind that TikTok saw 56 million new app downloads in December 2020 alone.

We’ve compiled demographics information for all the major social networks. Use it to help gauge where your audience spends their time online. But remember that these demographics are just an overview.

To make sure you’re using social media for business effectively, you’ll need to conduct some research of your own. This will help you to understand how your specific audience spends their time online.

Choosing your platforms doesn’t have to be an all-or-nothing approach. You can use different social channels to reach different audiences, or to meet different business goals.

The average internet user has 8.4 social media accounts, so you can connect with them on different platforms for different purposes.

For example, you could use Facebook to build your audience and generate leads, and Twitter for customer service.