Social media is not one audience. The most effective platform for an Australian business depends on who it wants to reach, what it is selling and how people use each channel—not simply which platform has the most users.
Australia remains highly connected: 98% of Australian adults used at least one communication or social media website or app in the six months to June 2025, using an average of 5.5 platforms. Facebook remains the broadest-reach platform, but Instagram, TikTok, Reddit and Pinterest all grew during 2025.
Social media platform use in Australia
| Platform | Australian adults who used it | Visual comparison |
|---|---|---|
| 78% | ||
| YouTube | 71% | |
| 53% | ||
| TikTok | 30% | |
| 25% | ||
| Snapchat | 21% | |
| 20% | ||
| X | 14% | |
| Threads | 8% |
Which platforms are most useful by age?
There is no universal answer, and current Australian public data does not provide a complete like-for-like age breakdown for every platform. However, the latest research gives a much clearer picture of where different age groups are spending time.
Under 16s: not an advertising audience
Australia’s under-16 social media restrictions took effect in December 2025 across major services including Facebook, Instagram, TikTok, Snapchat, X, Reddit and YouTube. Businesses should not build paid social strategies around reaching this audience.
Before the restrictions, Roy Morgan found very high platform use among 14–15-year-olds: YouTube was used by 95%, Snapchat by 87%, Facebook by 81%, Instagram by 78% and TikTok by 59% in an average four weeks. This shows why youth-focused brands need to review their approach carefully and remain compliant with platform and Australian requirements.
Ages 18–24: short-form video, messaging and creator-led content
TikTok, Instagram, Snapchat and YouTube are important channels for younger adults. In the latest ACMA data, 56% of Australians aged 18–24 used TikTok in the previous week, while 50% used Snapchat in the previous six months.
For this audience, short-form video, creator content, product demonstrations and social proof tend to be stronger starting points than polished corporate advertising. However, the platform should still match the offer: not every business needs to be on TikTok.
Ages 25–34: broad multi-platform reach
For many businesses, this is the audience where Facebook, Instagram, YouTube and TikTok can all play a role. The right mix depends heavily on the buying journey: Instagram and TikTok may help create demand, while Facebook and YouTube can support remarketing, education and conversion-focused campaigns.
Do not choose a platform based on age alone. Test creative, audience segments and campaign objectives, then use leads, sales and cost per acquisition to decide where budget should go.
Ages 35–44: Instagram and TikTok are no longer just for younger users
This is one of the clearest shifts in the Australian data. Instagram use among 35–44-year-olds rose to 63% in the six months to June 2025. TikTok use in the same age group increased to 36%.
For brands targeting parents, homeowners, professionals or established consumers, this makes visual and short-form video advertising much more relevant than it was only a few years ago.
Ages 45–54: Facebook remains valuable, but Instagram and TikTok should not be ignored
Facebook remains Australia’s most widely used social platform overall, making it a sensible starting point for broad adult reach. At the same time, Instagram use among 45–54-year-olds reached 44% in the previous week, while TikTok reached 17%.
This audience should not be treated as “Facebook only”. Campaigns with clear benefits, trusted messaging, customer reviews and practical video content can work across several platforms.
Ages 55+: start broad, then refine with results
Facebook and YouTube are generally the most practical starting points for reaching older Australians because of their broad national reach. Instagram is also more relevant than many marketers assume: 33% of Australians aged 55–64 used Instagram in the previous week.
For this audience, clarity matters. Use straightforward offers, readable creative, testimonials, practical information and an easy path to call, enquire or buy.
What the data means for businesses
The best social media strategy is not about being everywhere. It is about selecting the few channels that match your customers, creating content that suits how those channels are used, and measuring commercial outcomes rather than likes alone.
- Need broad adult reach? Start with Facebook and YouTube.
- Want visual discovery and brand building? Test Instagram.
- Want short-form video reach among younger and middle-aged adults? Test TikTok.
- Need community discussion or high-intent research audiences? Consider Reddit where it is relevant to your category.
- Need professional or B2B reach? Add LinkedIn based on job role, industry and seniority—not just age.
Platform audiences and ad-reach figures change regularly, so use this as a strategic starting point, then validate your targeting inside each platform’s advertising tools before committing serious budget.
Need help choosing the right platforms, creative and audience strategy for your business? Contact ROI Growth Agency for tailored social media marketing support.