Where Should You Focus Your Social Media Marketing in 2025?

Social Media Marketing succeeds when you meet your audience on the platforms they use most. By segmenting users by age, marketers can allocate budget more effectively, choosing Instagram for young adults and Facebook for Boomers. In 2025, 65% of the global population (over 5.31 billion users) engages with social networks across an average of seven platforms monthly. This guide pairs data-backed insights with our downloadable chart, helping you pinpoint which channels to prioritise for each age bracket, from under 18s to 55+. Let’s dive into where your customers really are online.

In 2025, social media isn’t one-size-fits-all. Different age groups gravitate toward different platforms, and knowing where your target audience hangs out is key to a successful marketing strategy. Social media usage is now near-ubiquitous – 5.31 billion people (about 65% of the world’s population) use social media and the typical user juggles around 7 platforms per month. But preferences vary widely by age. Younger audiences overwhelmingly favor Instagram for daily stories and shopping, while older generations spend most time on Facebook and WhatsApp groups.

So, which social media platforms and websites are best for targeting each age bracket? Let’s break it down in a friendly, data-backed way. We’ll explore the go-to channels for each group – from school-age teens under 18, through Gen Z young adults, Millennials, Gen X, and Baby Boomers – and highlight where you should focus your marketing efforts in 2025.

Key Takeaways for Social Media Targeting

YouTube: The Universal Engagement Hub

Social Media Marketing thrives on platforms that combine scale with deep engagement. YouTube reaches over two billion logged-in users each month, making it the cornerstone for video-driven strategies.

• YouTube serves billions daily
• Creators publish how-tos and explainers
• Audiences of all ages engage, comment, and subscribe

TikTok & Snapchat: Capturing Gen Z’s Attention

Short-form video channels dominate youth feed time. TikTok’s algorithm learns quickly, surfacing trending audio and effects to millions of potential viewers.

• TikTok’s For You algorithm surfaces trends
• Users create and duet
• Brands secure viral visibility via AR lenses and Discover channels on Snapchat

Facebook & LinkedIn: Trusted Networks for Adults

These established networks deliver consistent ROI for B2C and B2B marketers alike. Facebook Groups and LinkedIn Articles remain top formats for community and professional dialogue.

• Facebook groups build community engagement
• LinkedIn drives B2B conversations and lead generation
• InMail and sponsored content reach decision-makers directly

Data Driven Optimisation & Analytics

Every targeting strategy must be underpinned by robust analytics. Set up age-segmented tracking in your social dashboards to measure which messages resonate with each cohort.

1. Gather age-segmented engagement metrics from native analytics
2. Match content formats and posting cadences to demographic preferences
3. Refine targeting continuously based on performance data and cost-per-engagement benchmarks

Sources & References

• Pew Research Center – Teens, Social Media and Technology 2023
• DataReportal – Digital 2024 Global Overview Report
• Sprout Social – Social Media Demographics 2024
• Statista – Social Media Usage Worldwide