Key Insights
- YouTube remains the most universally used platform across all age groups, with particularly high engagement among users aged 18–29 and 30–49.
- Instagram and TikTok are predominantly favored by younger users, especially those aged 18–29.
- Facebook continues to have a strong presence among users aged 30 and above, though its popularity is waning among younger demographics.
- Snapchat and TikTok are more popular among younger users, while LinkedIn sees higher usage among the 30–49 age group.
-
Social Media Platform Usage by Age Group (2025)
Ages 18–29
- YouTube: 93%
- Instagram: 76%
- Facebook: 68%
- Snapchat: 65%
- TikTok: 59%
- Reddit: 46%
- Pinterest: 43%
- WhatsApp: 30%
- X (formerly Twitter): 38%
- BeReal: 10%
Source: Pew Research Center, 2024
Ages 30–49
- YouTube: 94%
- Facebook: 78%
- Instagram: 66%
- Pinterest: 43%
- Snapchat: 32%
- LinkedIn: 41%
- TikTok: 40%
- X (formerly Twitter): 25%
Source: Pew Research Center, 2024
Ages 50–64
- YouTube: 86%
- Facebook: 70%
- Instagram: 36%
- LinkedIn: 30%
- Pinterest: 33%
- Snapchat: 14%
- TikTok: 26%
- X (formerly Twitter): 15%
Source: Pew Research Center, 2024
Ages 65+
- YouTube: 65%
- Facebook: 59%
- Pinterest: 22%
- Instagram: 19%
- LinkedIn: 15%
- Snapchat: 4%
- TikTok: 10%
- X (formerly Twitter): 8%
Source: Pew Research Center, 2024
Case Studies: Leveraging Social Media by Age Group
1. Gen Z (Ages 18–29): TikTok for Brand Engagement
Company: Fashion Nova
Strategy: Fashion Nova utilized TikTok’s short-form video format to showcase their latest collections through influencer partnerships and user-generated content. By leveraging trending sounds and challenges, they created viral content that resonated with Gen Z’s desire for authenticity and creativity.
Outcome: The campaign led to a 40% increase in website traffic and a 25% boost in sales among Gen Z customers.
2. Millennials (Ages 30–49): Instagram for Lifestyle Branding
Company: Peloton
Strategy: Peloton focused on Instagram to promote its brand as a lifestyle choice, sharing user success stories, workout tips, and motivational content. They engaged with followers through interactive features like polls and Q&A sessions, fostering a sense of community.
Outcome: Peloton saw a 30% increase in membership sign-ups from the 30–49 age group and a 15% rise in user engagement on Instagram.
3. Gen X (Ages 50–64): Facebook for Product Education
Company: Home Depot
Strategy: Home Depot targeted Gen X users on Facebook with tutorials, DIY project ideas, and product demonstrations. They utilized Facebook’s event feature to host live workshops and Q&A sessions, providing value and building trust with their audience.
Outcome: The initiative resulted in a 20% increase in online sales among Gen X customers and a 10% growth in Facebook page followers.
4. Baby Boomers (Ages 65+): YouTube for Educational Content
Organization: AARP
Strategy: AARP created a YouTube channel offering financial planning advice, health tips, and retirement strategies tailored for Baby Boomers. They partnered with experts to provide credible and relevant content, addressing the specific needs of this demographic.
Outcome: The channel gained over 500,000 subscribers, with videos averaging 100,000 views, indicating strong engagement from the 65+ age group.
Insights and Trends
- YouTube remains the most widely used platform across all age groups, with particularly high engagement among users aged 18–29 and 30–49.
- Instagram and TikTok are predominantly favored by younger users, especially those aged 18–29.
- Facebook continues to have a strong presence among users aged 30 and above, though its popularity is waning among younger demographics.
- Snapchat and TikTok are more popular among younger users, while LinkedIn sees higher usage among the 30–49 age group.
Conclusion
Understanding the age demographics of social media platforms is crucial for businesses aiming to tailor their marketing strategies effectively. By aligning content and campaigns with the preferences of each age group, companies can enhance engagement and drive better results.