Social media guide · where to focus
Where to focus your social media marketing
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.
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Overview
Meet your audience where they are
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.
Where to Reach Boomers
Where to Reach Boomers & Seniors Online in 2025
- Facebook: The only place you have to be.
- YouTube: For tutorials, TV, and music—strong second.
- Pinterest: Small but loyal audience, mostly women.
- LinkedIn: Some presence for late-career professionals.
Tip: Keep content simple, trustworthy and easy to read.
Where to Reach 45–54
Where to Reach 45–54 Year Olds Online in 2025
- Facebook: Most active group here—family, community, news.
- YouTube: Learning, music, and news content.
- Pinterest: Hobbies, home, and recipes.
- LinkedIn: Still effective for execs and professionals.
Tip: Use straightforward messaging and highlight social proof.
Where to Reach 35–44
Where to Reach 35–44 Year Olds Online in 2025
- Facebook: Still the go-to for social, news, and local groups.
- YouTube: DIY, product reviews, entertainment.
- Instagram: Used for lifestyle, travel, and family updates.
- LinkedIn: Peak years for networking and career content.
Tip: Focus on useful, relatable, and time-saving content.
Who you will deal with
When you call, Michael answers
Michael started DomainFX in 2010 and still runs it from Ormeau, between Brisbane and the Gold Coast. When you call, email or book a strategy session, you talk to him directly about your business, your budget and what is working.
“Michael goes above and beyond and has helped to build our business profile to the next level.”Deborah, Eternity Bathrooms · Google review
- 2010Started DomainFX
- OrmeauBetween Brisbane and the Gold Coast
- QLD & NSWClients across both states
Where to Reach 25–34
Where to Reach 25–34 Year Olds Online in 2025
- Instagram: Core lifestyle and shopping crowd.
- Facebook: Still strong—biggest global audience here.
- YouTube: Go-to for info, reviews, and entertainment.
- TikTok: Huge for trends, laughs, and product discovery.
- LinkedIn: Major platform for networking and jobs.
Tip: Use authentic, visual, and interactive content to stand out.
Where to Reach 18–24
Where to Reach 18–24 Year Olds Online in 2025
- Instagram: Absolute must for daily engagement and trends.
- TikTok: Massive reach for viral content and entertainment.
- YouTube: Main source for video, learning, and reviews.
- Snapchat: Popular for chatting and sharing moments.
- Reddit: Niche, but strong for communities, memes, and discussion.
Tip: Be quick, creative, and authentic—this crowd can spot inauthenticity a mile away.
Where to Reach Under
Where to Reach Under 18s Online in 2025
- YouTube: Universal starting point for music, gaming, and learning.
- TikTok: The trend engine—short videos, viral challenges.
- Snapchat: Favourite for chatting and sharing moments with friends.
- Instagram: Used by older teens for stories, DMs, and trends.
Tip: Keep it fun, visual, and authentic—avoid hard sells and adult-centric language.
YouTube
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
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
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 &
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.
- Gather age-segmented engagement metrics from native analytics
- Match content formats and posting cadences to demographic preferences
- Refine targeting continuously based on performance data and cost-per-engagement benchmarks
Free strategy session
60minutes on the phone or in person around Ormeau. No obligation to go ahead.
- Which platforms your customers actually use
- Where paid social would earn its budget
- How social fits with your search and ads
Keep reading
The rest of the series
More on getting found in AI search.
Book your strategy session
Tell us what you need and we will call to set a time, usually the same business day.
(07) 3804 7752 · info@domainfx.com.au