Social media marketing can make or break an e-commerce business. But knowing which social site to focus on is often difficult.
To that end, I’ve compiled critical audience demographics for major social platforms. The data comes mainly from Statista, eMarketer and the platforms themselves. I’ve linked to sources where appropriate.
For each platform, I focused on four metrics: number of users and their age, gender, and session length. Comparing data between several sources is always tricky because of the methodology and collection times. Nonetheless, the following will hopefully help you identify the best options for your business.
sex Distribution is made up of 43.5% women and 56.5% men.
The average daily time spent on the network is 33 minutes.
My opinion : Privacy changes have reversed Facebook advertising performance for many merchants. But it remains the most used social platform. Engagement is high. Moreover, young users are not abandoning the platform at an alarming rate, as rumors often suggest.
sex Distribution is made up of 57% women and 43% men.
My opinion : Instagram is arguably a better advertising platform for eCommerce merchants due to its content and influencer marketing opportunities.
sex Distribution is made up of 29.6% women and 70.4% men.
The average daily session time is 3.53 mins.
My opinion : Twitter is primarily for news and current events. The sessions are short. Ads are a challenge at best, though partnering with an influencer can be fruitful.
Genre to divide is made up of 49% women and 51% men.
Only 22% users are active daily; 75% are outside the United States
My opinion : LinkedIn’s audience is older, educated and relatively affluent. B2B sellers could find advertising success, as could sellers looking to connect with international partners.
Genre Distribution is made up of 78.1% women and 21.9% men.
My opinion : Pinterest is a visual discovery engine for finding products. It’s ideal for e-commerce merchants selling home, style and fashion items. It offers attractive advertising and content marketing opportunities for high-income users.
Nearly 61% of users are women, 39% men.
Users spend approx. 68 minutes per day on the platform, depending on the country.
My opinion : TikTok is growing rapidly. Recent partnerships with Shopify and other e-commerce platforms illustrate its focus on purchases. This is a good option for merchants targeting young consumers.
sex Distribution is made up of 58% women and 42% men.
Users spend approx. 30 minutes per day on the app.
My opinion : Snap isn’t the easiest place to generate e-commerce related content. But it’s the choice of most American teenagers and it’s helpful in identifying their tendencies and interests. This information could be a solid content strategy on all social platforms.