Who’s Where? Demographic Stats for Visual Content Platforms

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Source: Unsplash

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By: Karina Rocha

April 25, 2016

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Today Pew Research shows that total 58% of the American population is on the internet. This number tells you, as a marketer, that no matter the market you are trying to reach, they’re most likely on the internet. Your task is is knowing exactly where your audience is.

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Getting to know you audience is key to delivering a successful message. So, once you are aware of where to reach them and where not to, then you can appropriately allocate your resources to narrow in on a targeted platform.

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As you will see, posting a video about your brand targeted to 15 year-olds will have more success in some places than others. Curating content to target different age groups for the same product is also a possible strategy to implement depending on your product.

So we’ve taken the liberty of analyzing each platform to let you know where the kids are, where the parents are, and where theirs are, too.

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Snapchat

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Snapchat, perhaps the youngest and freshest face on the scene. Business Insider reports that 45% of Snapchat’s adult users are between 18 and 24.

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If you can create successful engaging visual content for this platform studies show that 45% of college students would open a snapchat from a brand they did not know.

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The most affordable and popular digital content adored by this audience are geo-filters. Creating a captivating and engaging geo-filter for your brand is an excellent way to reach this ‘cool’ teen audience.

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Pinterest

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Pinterest is one of the most compelling visual content platforms for a variety reasons. You can find that your content has the potential to live its longest half-life on Pinterest.

On this platform you’ll find that an overwhelming 44% of its users are women compared to 16% of men users. The age demographic is average 18-29 at 37% with the 30-49 cohort close behind at 36%.

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Also notable is the geographic demographic composing of 65% of either suburban or rural. So it makes sense to find that Pinterest most popular pins would file under the lifestyle section.

From these key facts, you can see that this platform is not for everyone. While it can certainly not hurt to have one for company or brand, depending on your audience will determine how its success on Pinterest.

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Facebook

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Facebook is the most popular platform used by 72% of internet users and 62% of entire adult American population. With strong presence across all age and gender cohorts, Facebook is impossible to ignore.

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This is a platform you should most certainly not neglect because in order to reach your target audience in a sea of people, you have to make sure your content is speaking to them.

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Facebook is a tool that is not going away anytime soon, so post the content that your audience will want to see because they’re most definitely on Facebook.

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Instagram

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Instagram hosts a smaller niche much like Snapchat, possessing only 28% of all internet users with the ages 18-29 being the most popular.

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The typical user on Instagram can be described as a young millennial living in an urban setting.

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The visual content you post on Instagram therefore has to resonate with this “cool and trendy” crowd. Images that are beautifully captured, innovative, or a have splash of “cute” tend to receive the most engagement.

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If the aforementioned demographics sounds like your audience then research, creativity and a cool message drive results for your brand.

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Twitter

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Twitter’s demographics are as follows: 23% of internet users, 20% of entire internet population, and 37% aged 18-29.

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This is one of the few social platforms where men surpass woman in terms of usage with 25% compared to 21%. Geographically 29% of users live in an urban setting.

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But Remember this!

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While we hope that these demographics will come in handy when deciding where your visual content might resonate best, remember that these stats only give you a vague glimpse to your consumer. Your audience possesses more depth than just these facts, these are only your starting point. Make sure that you further delve into the mind and persona of your audience because the most successful visuals will capture their minds and interests.

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If you’re looking to read more about the social media demographics, check out this cool video and post!

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