Meet Your Audience—Platform Demographics

Ever wonder how much time people spend scrolling through social media each day? We did. And the answer was shocking…

143 minutes per day.

That’s equivalent to the time it takes to go to a full-feature film with previews. If your average consumer spends that much time scrolling, you need to capitalize on the content you push on each platform.

With so many platforms like Instagram, TikTok, Twitter, LinkedIn, and Facebook, how do you choose the right one? Well, as a content creator or marketer for your brand, you must figure out which platform your consumer uses. As with any solid marketing strategy, this takes some thoughtful research. But, hey, we’re here to help. Keep reading, and we will hand you a personified snapshot along with solid stats for each platform to help get you started. 

Your Platform Data With Some “Personality”

Maybe you researched platforms for your brand two years back and feel pretty good about your choice. Well, we’ve been around the sun two times since then, and what used to be Twitter is now called X. (Yep, that happened). Things constantly shift. That’s the world of marketing, especially concerning social media. 

Which Platform Fits Your Audience?

We’ve taken the headache out of your research by breaking down the most popular social media platforms. Use these stats and their memorable personified counterparts to determine where your consumer scrolls. 

Instagram “Izzy”

If Instagram were personified, we would name her “Izzy.” She’s fresh out of college, trendy, and always on the go. She loves sharing her life and all the things she adores with her followers (including her favorite products, restaurants, and pics of her pup). 

Biggest Age Group - 18-24 years old

Gender Breakdown - 49.4% female and 50.6% male

What Type of Content? High-quality photos, carousels, stories, and short-form videos (reels). 

Content Tips: Keep things inspirational and entertaining. You can educate about your products or services but keep your audience engaged with beautiful images and solid videos. You can be more informal in your tone than other platforms like LinkedIn and use hashtags and tagging to boost the visibility of your posts.

TikTok “Tia”

Our vibrant TikTok platform, personified, would be named “Tia.” Tia brings her energy into all her TikTok videos as she shares her passions and opinions. She loves creating and watching short, entertaining videos that her parents simply don’t get. Tia is always on top of the latest viral trends. 

Biggest Age Group - 18-24 years old

Gender Breakdown -  45.2% female, 54.8% male 

What Type of Content?

Short-form videos, duets and Stitch videos, and livestreams. Content should aim to be entertaining yet authentic. Engage with your audience’s comments and collaborate with other users. Also, don’t forget to use hashtags and post content consistently.

Content Tips: 

TikTok is truly meant to break free from the constraints of other platforms. Users value authenticity, and you never know when something you put out there will go viral. 

X “Xavier”

Our witty X platform, personified, is "Xavier." Xavier brings his sharp intellect to all his tweets, crafting concise yet impactful 280-character messages that spark conversations among his followers. He loves sharing breaking news, engaging in heated debates, and dropping sarcastic tech-savvy one-liners. 

Biggest Age Group - 25-34 years old

Gender Breakdown - 60.9% male, 39.1% female

What Type of Content?

Short text posts, images, GIFs, polls, and brief videos. Content should aim to be timely, engaging, and thought-provoking. Engage in real-time conversations, participate in trending topics, and use relevant hashtags. Also, don't forget to retweet and comment on others' posts to build connections.

Content Tips:

X is all about being part of the global conversation. Users value quick wit, timely responses, and the ability to convey complex ideas in a concise format. Remember, a well-timed tweet has the potential to go viral, shape public discourse, and showcase your brand.

LinkedIn “Liam”

Our professional LinkedIn platform, personified, is named "Liam,” of course. Liam brings his polished expertise to all his posts, with insightful articles and industry updates that fuel conversations. This guy loves networking with like-minded professionals, engaging in thoughtful leadership discussions, and dropping career advice. Plus, he's always on top of the latest business trends and job market shifts.

Biggest Age Group - 25-34 years old

Gender Breakdown - 56.4% male, 43.6% female

What Type of Content?

Professional articles, industry insights, career advice, company updates, and infographics. This content is informative, valuable, and career-focused. Engage with your network's posts and use relevant hashtags. Also, don't forget to share both personal achievements and company milestones to build your professional brand.

Content Tips:

LinkedIn is all about building professional relationships and showcasing expertise. Users value well-researched content, practical advice, and opportunities for career advancement. Remember, a well-crafted post or article has the potential to boost your professional reputation and open doors to new opportunities.

Facebook “Frank”

Our versatile Facebook platform, personified, is "Frank." We love Frank for how he brings his diverse interests to all his posts, sharing a mix of personal updates, news articles, and funny memes that start conversations with his wide network of friends and family. He loves connecting with old classmates, joining groups about his hobbies, and organizing events for his community. He's always eager to share photos of his latest adventures and engage in lively discussions on various topics. #StayingConnected

Biggest Age Group - 25-34 years old

Gender Breakdown - 56.8% male, 43.2% female

What Type of Content?

Text posts, photos, albums, videos (short and long-form), live streams, event pages, and shared articles. Mix personal and informative content, fostering engagement and community building. 

Content Tips:

Facebook is all about building and maintaining connections. Users value content that's relatable and informative and encourages interaction through likes and shares. Remember to balance company updates with broader interest content. Engage with your audience through comments and reactions, and don't shy away from using Facebook's features like Stories, Live, and Groups to create a more robust presence on the platform.

Now, Let’s Back That Strategy Up

Before creating awesome content for your brand, remember that research is the best approach to target your audience. You may be thinking, “Wait. I did research to choose the platforms I use. Isn’t that enough?” The short answer is nope.  Even within your specific platforms, you want to target who you're talking to for a more impactful presence. 

At Primitive, we talk about your “target audience” all the time. (By now, you may be sick of the term). But “target” is the perfect word to illustrate your need for solid research. Not knowing your target audience is like being a blindfolded second-grader at a birthday party, desperately trying to pin the tail on the donkey. See, you can create all the amazing content you want, but if you’re inadvertently targeting middle-aged men for a skincare regimen instead of Gen Z ladies, you’ll miss it entirely. 

And, Back That Research Up

Your marketing research starts with asking the right questions. Fortunately, this is exactly what we do when we sit down with our clients. First, we listen. Then, we ask the right questions. Only then do we research to gain insights and develop a strategy to reach your goals. If you’re ready to have a marketing partner who’s always got your back, it’s time to meet the Prim Pack.