Social media continues to evolve in 2025, becoming even more embedded in our daily lives. According to DataReportal, as of January 2025, 26.1 million Australians were using the internet, with 20.9 million actively engaging on social media platforms (77.9% of the population). With Australia’s estimated population reaching around 26.91 million by April 2025 (Worldometer, 2025), this suggests an internet penetration rate of nearly 97%. This marks a steady increase from the previous year, with 256,000 more users joining social media (+1.0% growth) (DataReportal, 2025). The growing online presence is not just a statistic – it’s a digital landscape that businesses and not-for-profit (NFPs) must understand to remain competitive.
Knowing your target audience’s social media habits is crucial for crafting content that resonates. Demographic insights help businesses build more engaging, effective strategies, whether it is for marketing, donations or community-building efforts.
The Importance of Analysing Social Media Demographics
Each age group uses social media differently, whether for news, entertainment, professional networking or staying connected with family and friends. Businesses and NFPs must look beyond broad metrics and dive deeper into the specific behaviours of their target audiences. A personalised strategy is key to maintaining relevance and engagement.
By analysing the habits of different generations, organisations can adjust their content strategies to cater to the interests and preferences of their audiences. For instance, Gen Z’s preference for short-form videos and TikTok could require brands to adapt their approach, while older generations may engage more with educational content on platforms like Facebook and LinkedIn.
Social Media Platform Breakdown
Understanding how different generations engage with social media platforms is essential for tailoring marketing efforts. Here’s a look at the key platforms and their usage trends in 2025:
Facebook continues to be a dominant platform, with 17.2 million users in Australia as of January 2025, reflecting a 3.3% increase from the previous year (DataReportal, 2025). While Facebook usage is stabilising among younger users, it remains crucial for engaging Gen X (43–58 years) and Baby Boomers (59–77+ years). Content strategies for these groups should focus on video, community-driven posts and content that builds trust.
Instagram has experienced a slight increase in users, adding 300,000 users (+2.2%) between January 2024 and January 2025. It remains a highly popular platform for younger users, particularly Millennials (27–42 years) and Gen Z (11–26 years). For brands targeting these groups, Instagram is ideal for visually engaging content, including posts, Stories and Reels.
In early 2025, 55.2% of Instagram’s adult ad audience was female, and 44.8% was male. Businesses should create dynamic, visually appealing content that resonates with Millennials and Gen Z’s desire for authenticity, entertainment, and trends.
TikTok
With 8.01 million adult users in Australia, TikTok continues to grow rapidly, particularly among younger demographics. Gen Z (11–26 years) makes up a significant portion of TikTok’s user base, with 34% of them consuming news on the platform. TikTok is a powerful platform for engaging younger audiences with short-form, trend-driven videos.
In early 2025, TikTok’s audience was 53.3% male and 46.7% female, making it an even platform in terms of gender representation. To engage Gen Z effectively, businesses should prioritise content that aligns with trends, influencer collaborations and user-generated content.
LinkedIn remains the go-to platform for professional networking, with a 13.3% growth in ad reach from 2024 to 2025 (DataReportal, 2025). The platform’s user base skews slightly male (53%) compared to female (47%) users. For B2B marketing, LinkedIn is essential for professional outreach and building thought leadership. Businesses targeting Gen X and Baby Boomers can benefit from long-form content such as articles, case studies and industry insights.
X (formerly Twitter)
While X saw a decline in its ad reach (-13.9%), it remains popular among Millennials (27–42 years), who are more likely to engage with real-time content, industry news and trending topics (DataReportal, 2025). The platform is more male-dominated, with 67.3% of its audience identifying as male. Businesses targeting tech-savvy audiences or looking to engage in live events or discussions can still leverage X for these purposes.
Bluesky
Bluesky, a decentralised social media platform, has been gaining traction as an alternative to X (formerly Twitter). While its user base is still growing, it has attracted journalists, tech professionals and digital communities interested in a more open, algorithm-free experience. The platform prioritises free expression and decentralised control, making it appealing to early adopters. For businesses and not-for-profits looking to engage with niche audiences, Bluesky offers an emerging space for thought leadership and community-driven discussions.
Leveraging Social Media Habits for Strategic Marketing
By understanding user demographics and habits, businesses and NFPs can refine their marketing strategies. Here are some key takeaways for effectively engaging with different audiences:
- Personalised Content: Tailor your content format and messaging to align with each age group’s platform preferences. Younger audiences, such as Gen Z, respond well to short-form, interactive videos, while older generations prefer more informative and trust-building content.
- Platform-Specific Strategies: Instagram, TikTok, and X are best suited for visually engaging, trend-driven content, while LinkedIn excels for professional networking and thought leadership. Facebook continues to be a versatile platform for both personal and community-driven content.
- Video is Key: Platforms like Facebook, Instagram and TikTok perform well with video content. Invest in high-quality visuals that capture attention and convey your brand’s message effectively.
- Engage with Authenticity: Gen Z places a premium on authenticity and transparency. Make sure your brand’s values and voice resonate through social media content, especially on platforms like TikTok and Instagram.
- Monitor Trends and Adjust: Social media is dynamic, so it is important to stay updated on shifts in user preferences and emerging platforms. Regularly review your audience analytics and tweak your content strategies to stay relevant.
In 2025, understanding the evolving demographics of social media users in Australia is essential for businesses and NFPs looking to engage effectively with their target audiences. By tailoring strategies to specific age groups and leveraging platform-specific insights, organisations can enhance their digital presence, foster deeper connections and achieve their marketing goals.
To stay ahead in this fast-paced digital world, make sure to consistently analyse your audience’s behaviour and refine your approach based on real-time insights.
Get in touch today to learn how we can help you craft a social media strategy that works for your organisation.