2024 Social Media Guide: Demographics, Features, and Best Practices
Social media. It’s a divisive topic these days. Some people love the scroll; others can’t stand it. However you feel about it, it’s no secret that for businesses and organizations, it’s a necessity to stay in the loop and reach the right people. Whether you need to boost an upcoming event, increase awareness, drive traffic, or directly engage with your audience, socials are the place to do it. That being said, each platform has its own unique demographics, content preferences, and user features. To help you stay on top of these ever-changing platforms, we’ve put together a 2024 social media guide to keep you up-to-date with the latest demographics, features, and best practices. Let’s dive in!
Instagram has grown a lot since its beginnings—remember when it was all just sepia-toned pictures of food? Nowadays, Instagram is part of Meta and has grown to be so much more. Let’s take a look at the platform today:
- Demographics: Predominantly younger users, with 43% of global users aged 18-29 and 30% aged 30-49.
- Usage: Over 2 billion users worldwide.
- New Features: Enhanced reels editing tools, in-app shopping, AI search functions, and interactive engagement tools like polls and quizzes.
What the algorithm and users like: Visual and aesthetic-driven content, short-form videos, influencer and brand collaborations, and the use of tools and in-app features (polls, quizzes, stickers, AI tools, etc.).
Facebook was the pioneer (yes, we know, MySpace) and continues to occupy a huge space in the social media world, especially since the formation of Meta–the parent company of Facebook, Instagram, and Threads. But since 2004, how has Facebook changed, and what content performs best on the platform?
- Demographics: Broad age range, with 25% of users aged 25-34 and 21% aged 35-44. Older demographics are also significant, with around 14% aged 45-54 and 10% aged 55-64.
- Usage: 2.9 billion users worldwide.
- New Features: Reels editing tools (similar to Instagram), Marketplace enhancements like more categories and stronger search filters, Metaverse virtual reality, and AI features for content recommendation and other personalizations.
What the algorithm and users like: Short-form videos (15-30 seconds), timely news, stories and events, community engagement posts that prompt user interaction, and paid ads.
“So-and-so got a new position at insert company name, send them congrats!” If this sounds familiar, you must be on LinkedIn, the B2B hub of our modern age. On LinkedIn, the business world has its own platform: Need to find a job? LinkedIn. Want to “network”? LinkedIn. Scoping out companies and clients? LinkedIn. Let’s look at the stats and best practices for this business-casual social media.
- Demographics: Primarily professionals, with 61% of users aged 25-34 and 21% aged 35-54. Smaller percentages are in the 18-24 and 55+ age groups.
- Usage: 900 million users globally.
- New Features: Livestream capabilities for professional events, webinars, and Q&As; creator tools to help users build personal brands; video messaging and integration with Microsoft Office; and skill and expertise assessments to validate users’ backgrounds and experience.
What the algorithm and users like: Industry news, career advice and updates, educational articles and publications, job listings, industry trends, and professional-growth tips and insights.
TikTok
TikTok seems to be the epicenter of culture these days. If there’s a fashion, food, or media trend, there’s a strong possibility that it began on TikTok. Even though TikTok started as a platform driven by fleeting trends and user-created, unpolished content, it’s now become a viable option, like its competitors, to promote your business or organization. Here’s the lowdown on TikTok and the best way to utilize the platform to your advantage:
- Demographics: TikTok users are primarily young people, with 37.3% aged 18-24, 32.9% aged 25-34, 15.7% aged 35-44, 8.3% aged 45-54, and 5.8% aged 55+.
- Usage: Over 1 billion monthly users.
- New Features: “Sub Space” for creators, AI creative assistant, horizontal videos, and a TikTok search shortcut for users’ home screens.
What the algorithm and users like: Short, engaging videos, trend-driven content, educational or “how-to” content, influencer and brand collaborations, niche content.
Staying Current with Socials
Navigating the world of social media can feel overwhelming because it’s constantly changing, but understanding the specific strengths and audiences of each platform is key to making the most of the content you create and post. As these platforms continue to evolve, staying informed and adaptable will not just help you keep up, but grow your audience and, for nonprofits, expand your mission.
If you’re starting or looking to refine your social strategy, use this guide as your roadmap. And if you need further guidance, contact ArcStone today and ask about our marketing partnerships.
