Social audiences are fragmenting Social platform user profile

The social marketplace has been growing – but attention is a finite resource, as is consumer time. As a result, audience attention is fragmenting across many different apps, with the biggest – YouTube, Instagram, Facebook, and TikTok –still dominating. However, a demographic deep-dive into the usage of social platforms reveal that different apps are becoming the hosts to different groups of users, both informing and being informed by on-app cultures. This usage is affecting creative behaviour, with platforms used linked to type of content created.

This report explores the profiles of social users by age and gender, looking at their top app preferences and creative proclivities, providing insights valuable to marketers, fan community managers, and social platforms looking at competitors.

Words: 5146 Pages: 55 Infographics: 41

Companies and brands mentioned: Discord, Facebook, Instagram, OnlyFans, Pinterest, Reddit, Snapchat, Threads, TikTok, Twitch, YouTube, X

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