How do I reach the right demographic on my social media?

Updated: Nov 22, 2021

Are you struggling to find the right audience for your social media? Should you target an older or a younger demographic? How should you even go about targeting the audience you want to reach?

This article can help you begin to answer to all of those questions.

Using social media as a means to grow your audience can help you determine what group of people your content should be targeting, and what type of content you should be posting.

Since most people (in every age demographic) have been cooped up in the house for the past year due to the pandemic, many have been spending more time on social media. In fact, 3.6 billion people spent time on social media in 2020. And in the first half of 2021, 3.7 billion people have been on social media*. You can use this to your advantage to promote the products or services you sell. And, of course, promote virtual seminars or events that will be of interest to your customers and prospects.

If it isn’t obvious whether you should be focusing on a younger or older demographic, there’s good news. You can actually do both by targeting the younger demographic on Instagram and/or Twitter and the older demographic on LinkedIn and/or Facebook. Here's how you can tackle each.


The best performing content on Facebook is live video, images, videos that are greater than five minutes, and links. And with 25% of Boomers spending more time on social media as a result of the pandemic*, you might be able to get them interested in your brand, and perhaps get them to follow you on Facebook or LinkedIn. Perhaps try posting interesting videos (remember to make them more than five minutes).

35% of users who are on Facebook, are also on Pinterest*. So, you might want to include videos and ads on Facebook that are hobby and passion related (if that corresponds to your products or services). Make sure any ads or videos on your Facebook account are authentic and relatable to Boomers.

98% of people on social media use at least one other social media platform*. That means you might want to cross-promote your various social media platforms. If you put links from one social media platform to other platforms, your followers might also visit you there. (For example, your LinkedIn contacts, may well also become fans of your Facebook page.)


You can target Boomers on LinkedIn similarly to Boomers on Facebook. Working professionals are another active demographic on LinkedIn and use the platform for career networking and advancement. Make the content relevant and needs focused to the audience and your product or service. For example, if you have a following on LinkedIn who like content about how to save money for retirement, post content that discusses that topic. You could live stream for around 20 minutes two or three times a week about the most effective ways to save for retirement. Videos get five times more engagement than any other type of content on LinkedIn.


Lots of young people use and shop on Instagram. That can be good news for you. Young people are looking for easier and faster ways to shop. With features like swipe up to shop, and the shopping catalogue, buying items on Instagram has never been easier. By utilizing these Instagram shopping features, you are bringing the store to your customers. Digital engagement with this audience also strengthens foot traffic for your brick-and-mortar location, customer loyalty, and brand within your local community.


You can use your Twitter page in a similar way you use your Instagram page. Post links to your website or online store. In other words, treat your Twitter like your virtual storefront. Showcase your business’s website, services, or products. You could also post content that relates to your audience, such as articles or videos that pertain to your brand and audience.


You do not need to be on every social media platform in order for your small business to be successful. Find 2-3 social media platforms you like and that work for business and stick to those. Also, it is important your business be consistent and transparent with your goals and messages, so you draw in the correct demographic.

* Hootsuite and We Are Social. Digital 2020 July Global Statshot Report.