More than half of Instagram and TikTok's user base is female while YouTube's audience leans towards men, according to data from influencer marketing management company HypeAuditor.

Why it matters

YouTube, Instagram and TikTok this year are set to attract widespread investment from marketers, but each platform offers different audience demographics. More than half of Instagram (53.6%) and TikTok (56.8%) users are female but this drops to 43.4% on YouTube.

Takeaways

• YouTube's audience is also more evenly split across age groups while TikTok's audience is more oriented to those under 24.
• WARC's survey of over 1,000 marketers finds that around half...