Businesses on Social Media: Know your Demographic

What was the first social platform you remember? Look back at the days where there was one instant messaging service and one dominant social platform. For me, it was MSN messenger and hi5; these platforms have now been discontinued or pushed to the bottom of the social media pile.

It was easier for younger generations to fall into what was the up-and-coming trend of social media; they are easily influenced and will do (almost) anything to promote their popularity. However, In recent years, you can’t avoid it. The introduction of social media channels such as Facebook, Twitter, Youtube, Instagram, and AskFM (the list is endless) has opened up the demographics of audiences using social platforms, making it essential to understand what demographics are using what platform.

The days where there was only one main demographic to target are now over. According to the BI Intelligence Report, Facebook has a higher demographic of women than men, and teens are still highly active, whereas Twitter is more male-dominated. Instagram is seen as a priority over Facebook and Twitter for many younger users.

I have seen a higher number of the older demographic becoming users of Facebook. Although initially being a platform for university students, parents are more likely to join to check up on their children, reach out to old friends and boast about lifestyle. This type of technology was not around when older generations were growing up, so many join to keep in the loop.

The BI Intelligence Report also stated that LinkedIn was more popular than Twitter among US adults with a demographic between the ages of 30-49 (prime career years). Conversely, Snapchat is the platform with the youngest demographic, aged between 18-24.

So that’s the facts out the way, now what does this mean for you?

If you’re a business who is a user of multiple platforms, you should think about your presence on social media. My three top tips on knowing your demographics are as follows:

1) Use analytics to know your demographic
There are plenty of tools available to receive general analytic data of who your audience are. Quick stats such as gender, age and location can allow you to understand your audience and their needs.

2) Customise posts for higher engagement
Customising posts for your audience is key as they will feel involved with a personal connection to posts/language used.

3) Use each platform differently
If there’s one thing to take away from this, it’s that each social platform you use is individual, and although at times you may feel your users are the same, they’re not. Therefore, it’s important to use each platform differently, post different content and have a voice that users can comfortably engage with.


Shareena Grewal
Shareena Grewal graduated from Southampton Solent University, where she achieved a 2:1 in Media Culture & Production. Shareena comes to Digital Clarity with a background in media, including event planning, production and marketing. As well as this, Shareena has been certified by the IDM (Institute of Direct & Digital Marketing) and specialises in social media, helping clients to define, curate and grow their brands online.