By: Lee Ann Jackson March 2, 2023

With more social media platforms than ever before, it’s a challenge to determine which ones your radio station should have on its radar.   Knowing where your audience is most likely to hang out means you’ll know where you should focus your time and resources when creating a social media marketing strategy.

Facebook, YouTube and Instagram are top social media platforms consumers are using according to the latest Sprout Social Index.  While certainly helpful data, it’s important to consider key social media platform stats with your radio station audience in mind.

Where is my radio station audience using social media?

Facebook: Male users (19.3%) and female users (13.2%) between the ages of 25 and 34 years are the biggest demographic group on Facebook, and 75% of online users with an income of more than $75K are on Facebook. Read the full article…

Pinterest: 34% of Pinterest users earn between $50,000 and $74,999 per year. 71% of Pinterest users are females. 35% of Pinterest users are 35-49 years old. Full Article…

Twitter: 32% of U.S. Twitter users have higher college degrees.  38% of U.S. Twitter users are between the ages of 18 and 29, 26% of users are 30-49 years old. 77% of Americans who earn $75,000 or more use Twitter. Get all the stats…

YouTube: 51% of people over 75 watch videos on YouTube. 37% of Millennials aged 18 – 34 are binge-watching YouTube daily. 89% of YouTube users come from outside the US. Read the YouTube stats.

Snapchat:  61% of Snapchat users are female, and 38% are male. 69% of U.S. teens say they use Snapchat. 61% of female users and 38% of male users worldwide use Snapchat. Only 5% of U.S. 56+-year-olds use Snapchat. Full Snapchat user stats

Instagram: 67% of U.S. adults ages 18-29 use Instagram in the United States.  73% of U.S. teens say Instagram is the best way for brands to reach them about new products or promotions. 30 million Instagram accounts tap on a shopping post to learn more about products every month. Get all of the Instagram user stats.

LinkedIn: 171 million+ in the US are active users on LinkedIn – of that, Millennials (18-24 years old), make up 24%50% of internet users with a college degree or higher use LinkedIn. The average income of a LinkedIn user currently stands at $46,644 per year. See the LinkedIn user stats.

Tiktok: 41 percent of TikTok users are aged between 16 and 24. 56% of TikTok users are male, and 44% are female. Roughly 50% of TikTok’s global audience is under the age of 34, with 26% between 18 and 24. Chinese users account for 80% of the total time spent using TikTok in 2019. 43% of new TikTok users are from India. Read all of the Tiktok user stats.

While the dynamics of social media platforms continue to evolve, social media remains a marketing tool to help remain relevant and visible.  In fact, 88% of marketers say that social media has helped increase exposure.

To most effectively tap into the value of social media for your radio station, identifying where your radio audience lives online is a great first step.


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