Social media is an indispensable tool for businesses to reach out to their audiences and engage with them.

However, one common misconception still persists in many marketers’ minds is that social media is only for young people. Such a notion can significantly hinder businesses from tapping into the enormous potential of the social media market. The truth is that social media usage spans across a wide age range, making it a viable marketing channel for businesses of all shapes and sizes.

Here are six key facts about the real age range of social media users that you should consider in your business’s marketing strategy:

Older Generations are Joining Social Media Platforms

A recent report shows that over 72% of Americans aged 50 to 64 are on Facebook, while 45% of those aged 65 and above use this platform. That means if your target audience includes people from older generations, Facebook can be an effective platform to reach them.

The Middle-Aged Demographic is Also Active on Social Media

According to Pew Research Center, 82% of adults aged 30 to 49 are active on social media, proving that middle-aged people are also active users of social media platforms. Therefore, businesses with products or services that appeal to a middle-aged demographic can substantially impact these platforms.

The Younger Generation isn’t the Only Active Group on TikTok

Despite TikTok being a relatively new platform, it has gained widespread popularity among all age groups, not just the younger generation. In fact, 38% of TikTok users in the US are aged 30 years or older. This presents a tremendous opportunity for businesses targeting younger and older demographics.

LinkedIn isn’t Just for Job Seekers

LinkedIn is a professional networking platform businesses use for marketing. However, with over 294 million monthly active users, it’s not just a platform for job seekers but also for businesses looking to reach professionals and generate leads.

Pinterest Users Span Across Different Age Groups

Pinterest is a visual discovery platform that different audiences use for a variety of reasons. The platform’s versatility suits users of varying ages. 34% of its users are aged between 30 and 49 years, and 28% are aged 50 and above.

Instagram Users Are More Than Just Millennials

Instagram targets younger generations, but the platform’s use is continually evolving. According to a recent report, 33.1% of users are between 25 and 34 years, while 21.2% are between 34 and 44 years.

Therefore, businesses targeting young and middle-aged demographics can leverage Instagram to reach their audience.

As a business owner, you should realize that social media usage is not limited to the younger generation. As highlighted, social media platforms have a more diverse user base in age. Your business shouldn’t avoid social media because you assume your target audience isn’t using it.