Introduction: Social Media on the Rise
It goes without saying that the rise of social media over the past two decades has been one of the biggest changes for the marketing industry, and adapting to the landscape is often challenging. Competition between different platforms has exploded, and the sheer number of options can be overwhelming.
While in the 2000’s and even 2010’s social media use was largely associated with young people, the age diversity of users on these platforms is varying more and more. As social media solidifies itself as a tool for all generations, it is essential for businesses to gain an understanding of which platforms their target audience interacts with most.
Online Generational Detachment
As the social media market becomes more diverse, the trend of certain age demographics being drawn to certain platforms becomes increasingly apparent. Facebook serves as one of the most extreme examples, fostering a user base that is 40% over the age of 45 [3].
On the completely opposite end of the spectrum, a social media platform like TikTok only has about 14% of their users falling into the same age bracket [2].
This is far from just a small demographic difference between platforms; it’s a perfect reflection of how age-based communities are being fostered on different social platforms. TikTok has acquired an overwhelming Gen-Z audience, Facebook has evolved to a userbase of mostly Gen-X and Baby Boomers, while Instagram sits as a healthy midpoint with a large Millennial following (as of 2025, most Instagram users are between the ages of 25-44) [2].
In With the New, Out With the Old
This age demographic separation is largely the result of three co-occurring phenomena: social media migration, new user acquisitions, and aging user-bases. In the case of Facebook fostering a mostly Gen-X and Baby Boomer following, this is mostly the result of social media migration and an aging user-base.
Data shows that Facebook is losing users incredibly fast, and a large number of those users are from the younger generations. From 2024-2025, the platform lost nearly 600 million monthly users, contributing to the rising average age [3].
Furthermore, Facebook’s status as the oldest relevant social media platform has resulted in a large number of long-time users who have aged alongside the platform, also contributing to this change. The high 45+ demographic means this is a platform for relationship maintenance and referral nurturing with existing clients. Focus on sharing long form thought leadership and building community, not cold lead generation.
TikTok’s Rapidly Changing Landscape
TikTok serves as the most extreme recent example of new user acquisition, particularly young users. TikTok’s user-base of nearly 2 billion people has been cultivated in quite a short amount of time, and for many of these users this is the first social media platform they have ever signed up for.
As of 2025, nearly 25% of users on the app are between the ages of 10-19; a statistic that is practically unheard of for any other social media platform [8].
While this makes TikTok a relatively risky social media platform to prioritize for B2B marketing, there is more than meets the eye. Despite the overwhelmingly young audience that the app has garnered, the share of older users is growing rapidly. From 2019 to 2025, TikTok saw a 1,200% increase in users over the age of 45, and a 529% increase in users between the ages of 35-44 [4].
Benefits of Short-Form Content
The shifting age demographics of the app is not the only factor making TikTok more appealing for B2B marketers, it’s the sheer amount of time the average user spends on the platform. As of 2025, the average user spends nearly 60 minutes a day on TikTok and opens the app roughly 20 times [5].
When also considering that TikTok is based almost entirely on short form content (videos of 60 seconds or less), it can be estimated that the average user is consuming well over 60 individual pieces of content daily.
In essence, the intimidating age demographics of the app are largely cancelled out by the way in which the app functions, creating a very appealing opportunity for B2B marketing The platform’s high engagement and rapid growth of older users also make it a high-return channel for thought leadership. Firms should use TikTok for quick credibility and trust building, focusing on 15-30 second explainer videos that prove expertise, rather than relying on entertainment.
The Cultural Significance of Instagram
While Facebook and TikTok effectively capture the age demographics of Gen-Z and Gen-X users, Instagram remains as one of the most popular online communities for millennials, the generation quickly taking over the tech industry.
While a larger percentage of Gen-Z uses Instagram compared to Millennials (over ¾ of Gen-Z and over ½ of Millennials) [6], the rise in popularity of TikTok has largely stifled the influence that Instagram has on Gen-Z.
While Instagram is still one of the top 3 most popular social media platforms, overall platform growth and the amount of time users spend on the app is falling behind compared to their competitors. With the average user only using the app for 33 minutes a day, the time window for advertisers to reach their target audience is shortened significantly compared to apps like TikTok or YouTube [6].
Advertising on Instagram
Furthermore, the effectiveness of Instagram ad campaigns has been called into question over the past few years. While an average ROAS of 3:1 is an excellent, profitable return that justifies continued investment, this result is often suboptimal when compared to the ROAS achieved by high-intent channels like Paid Search, which can help professional services firms scale much more aggressively.
However, this doesn’t mean the platform should be ignored. Instead of targeting bottom-of-funnel conversions, Instagram’s true value lies in its power as an upper-funnel channel for brand awareness and influence. Firms should use Instagram to showcase brand culture, team values, and visual case studies. It is the perfect medium to connect with the Millennial decision-makers who dominate this platform.
LinkedIn: The B2B Gold Standard
While platforms like TikTok and Instagram put heavy emphasis on the content creation aspect of social media, LinkedIn stands out as the peak of online networking.
The business model of LinkedIn provides an incredibly unique opportunity for B2B marketers: being able to target potential customers AND top-tier job candidates. As of 2025, roughly half of all LinkedIn users are millennials, making it the most crucial platform for professional services’ growth and recruiting efforts.
Despite the impressive opportunity this poses for B2B firms targeting potential clients and employees, the marketing playbook couldn’t be more different from other platforms. The strategic difference is clear: Humor and relatability don’t sell on LinkedIn to the extent of TikTok or Instagram; information does. It’s a social media platform with a purpose, and your marketing campaign must match that purpose.
Finding Success with LinkedIn
In order to succeed, firms must use LinkedIn to achieve two primary strategic goals:
1. Thought Leadership & Client Acquisition
Prioritize publishing original articles and strategic insights that solve client business problems. This establishes expertise and
justifies a premium price.
2. Talent & Culture Acquisition
Use the platform for high-value networking and actively showcasing positive firm culture, team values, and career growth. This is essential for attracting the Millennial talent who rely on the platform for career decision-making.
Focus on delivering strategic insights that solve business problems, not short-form ads or generic content. While the average visit duration for the platform is only 11 minutes, the payoff for standing out is well worth it.
Final Thoughts
While the demographic differences between popular social media platforms can be intimidating, limiting your marketing focus to just one app is certainly not the most effective option. Your target audience can be found in some capacity on nearly every single platform, but you have to speak their language. Stay tuned to read our upcoming article “The Psychology of Humor in B2B Marketing” to learn more about the generational differences in meme humor to help you appeal to your target audience.
If you need help navigating the process and improving your social media engagement, we’re here to support you.
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References
[3] – Kumar, N. (2025, May 8). Facebook Users Statistics 2024 (Worldwide Data). Demandsage.
[7] – DeMaria, K. (2024). trendlines_august_2024. Dol.gov.
Research and Insights by Ethan Holland, Marketing Intern & Psychology Major at USF
