Social media is a powerful tool that has the potential to reach out to a vast number of people. It is a key medium for businesses and individuals to communicate with their audience and create brand awareness. The composition of the social media audience is changing every day. The number of users on social media has increased exponentially in the last few years, and so too has the diversity of the user base. The demographic makeup of social media users varies depending on which platform they are using. For example, Facebook has more female users than male while Instagram has more male users than female.