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As we step into 2025, social media continues to play a crucial role in digital engagement across Trinidad & Tobago. With 873,000 social media users—equivalent to 57.8% of the population—businesses must recognize the power of these platforms for marketing, brand awareness, and customer engagement. Let’s break down the latest social media statistics from Kepios and what they mean for businesses in T&T.
Facebook: Still a Major Player
Facebook still remains a dominant force in Trinidad & Tobago, with a massive ad reach:
52.5% of the total population and 61.8% of the eligible audience (ages 13+) are Facebook users.
Among adults 18 and older, 66.7% actively use Facebook.
Facebook’s ad reach covers 62.0% of local internet users.
Gender distribution: 51.0% female, 49.0% male.
Business Takeaway:
Despite the rise of other platforms, Facebook remains essential for businesses targeting a broad audience, particularly through Facebook Ads and community engagement. TikTok is definitely getting up there, but Facebook remains a bigger player, especially with citizens 30 years and older, who likely have the biggest purchasing power.
Instagram: Visual Marketing on the Rise
Instagram continues to gain traction, especially among younger demographics:
695,000 users, reaching 46.1% of the total population.
Among the eligible audience (ages 13+), 54.2% use Instagram.
Among adults 18 and older, 56.4% are active on Instagram.
Instagram’s ad reach covers 54.4% of local internet users.
Gender distribution: 54.3% female, 45.7% male.
Business Takeaway:
Instagram’s visual-first approach makes it ideal for businesses in the fashion, food, beauty, and lifestyle industries. High-quality visuals and Instagram Reels should be a priority in marketing strategies.
TikTok: The Power of Short-Form Content
TikTok has firmly established itself as a powerhouse, particularly among younger users:
873,000 users aged 18 and above.
Ads on TikTok reach 73.5% of all adults 18+.
68.3% of local internet users are exposed to TikTok ads.
Gender distribution: 46.4% female, 53.6% male.
Business Takeaway:
TikTok’s high engagement rates make it a must-have for brands that want to connect with audiences through trendy, authentic, and short-form content. Businesses should focus on entertaining and relatable videos to maximize reach. All businesses, due to its extreme popularity, need to look into whether their customers exist. Due to how popular it is, you could be missing a huge part of your audience.
LinkedIn: The Hub for Professionals
LinkedIn continues to be a strong platform for B2B networking, with:
640,000 registered members (42.4% of the population).
Among adults 18 and older, LinkedIn reaches 53.8%.
LinkedIn’s ad reach equals 50.0% of local internet users.
Gender distribution: 54.7% female, 45.3% male.
Business Takeaway:
For businesses targeting professionals, executives, or decision-makers, LinkedIn remains the best platform for networking, thought leadership, and recruitment marketing. Despite, its low growth in 2025, it does have exceptional reach if you are in the job market.
X (Formerly Twitter): A Niche Yet Influential Audience
X remains a smaller but active platform in Trinidad & Tobago:
165,000 users (10.9% of the population).
Among adults 18 and older, 13.5% use X.
Ad reach is 12.9% of the local internet user base.
Gender distribution: 37.4% female, 62.6% male.
Business Takeaway:
X continues to have a smaller audience, it still doesn’t seem like an ideal place for the majority of businesses to advertise on in Trinidad and Tobago. However, for businesses in news, politics, and customer engagement who are looking to try a new platform, it can be considered as part of their digital strategy.
What This (All) Means for Businesses in 2025
With more than half of the population active on social media, businesses in Trinidad & Tobago must refine their digital strategies. Here’s how:
✔ Use Facebook for mass reach & community engagement.
✔ Leverage Instagram for visually-driven marketing & younger audiences.
✔ Invest in TikTok to create viral, short-form content that boosts engagement.
✔ Tap into LinkedIn for B2B networking, recruitment, and industry leadership.
✔ Utilize X for real-time engagement & customer service.
Adapting to platform-specific trends and audience behaviors will be key to success in 2025. Businesses that create engaging, platform-optimized content will have the edge in an increasingly digital world.
All this information has your head spinning? Contact us today at info@connectivepros.com—let us be your guide to navigating the digital marketing landscape of Trinidad and Tobago!
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