What does “Demographics” mean?

Demographics refer to quantifiable characteristics of a population. On social media, these characteristics help marketers and content creators understand who is interacting with their content.

Demographics typically include details such as age, gender, location, language, income level, education, and occupation. By analyzing this information, businesses can tailor their content and advertising strategies to better connect with specific segments of their audience.

Example

“Our Instagram demographics show that 70% of our followers are women between the ages of 25–34.”

How are demographics used on social media?

Demographics are used to build audience personas, refine content strategies, and optimize ad targeting. Platforms like Instagram, Facebook, and TikTok offer analytics tools that break down the demographics of your followers and engagement.

Knowing your audience’s demographics helps ensure that content is relevant and valuable to the people you’re trying to reach. It also improves ROI for paid advertising by making targeting more precise.

Pro Tip

Review your social media demographics regularly—they can shift over time, especially as your content evolves or reaches new audiences.

Related Terms

Analytics, Target Audience, Insights, Audience Segmentation, Social Listening