Social media is a powerful tool for boosting brand awareness and driving traffic to your website—if you know where your audience is spending their time. Understanding which platforms your target audience uses most allows you to tailor your social media marketing strategy and focus on building authentic, meaningful connections.

So, where should you be showing up?

Below, we break down the most popular social media platforms in 2025 and highlight the unique strengths each one offers brands like yours.

Top 10 Most Popular Social Media Platforms in 2025

1. Facebook – 3,070 million users
2. YouTube – 2,530 million users
3. Instagram – 2,000 million users
4. WhatsApp – 2,000 million users
5. TikTok – 1,590 million users
6. WeChat – 1,380 million users
7. Telegram – 950 million users
8. Messenger – 947 million users
9. Snapchat – 850 million users
10. Douyin – 766 million users

Facebook continues to hold the top spot worldwide, with YouTube and Instagram not far behind. These platforms aren’t just popular—they’re influential spaces where brands can engage, inspire, and convert.

But here’s the thing: you don’t need to be everywhere.

Instead of spreading your efforts thin, get to know the platforms your audience prefers. That way, you can focus your energy where it counts—and create content that truly resonates.

Read on as we explore what makes each platform tick and how to use them effectively for your brand.

1. Facebook (3.07 billion users)

With nearly 3.1 billion users worldwide, Facebook holds strong as the world’s most popular social media platform. To put that in perspective, almost three out of every five of the estimated 5.24 billion global social media users are active on Facebook—that’s a reach brands can’t afford to ignore.

What keeps Facebook on top? Its incredible reach and broad demographic appeal. In the U.S., the largest slice of Facebook users falls between the ages of 25 and 34 (24.2%), followed closely by the 35 to 44 age group (19%). This age range includes decision-makers, shoppers, and trendsetters, making Facebook a prime platform for brands aiming for widespread visibility.

When it comes to content, image posts consistently drive the most engagement. For ecommerce businesses, this presents a golden opportunity to showcase products in a visually compelling way. Just look at Fenty Beauty—the brand regularly posts crisp, static images on its Facebook page, helping followers explore and fall in love with its diverse product lineup.

In short: if your goal is maximum exposure and meaningful engagement, Facebook is still very much the place to be.

Why It Stands Out:

• Massive reach across diverse demographics With billions of active users spanning age groups, regions, and interests, Facebook offers brands an unmatched opportunity to connect with a truly global audience.

• Powerful advertising and analytics tools From precision targeting to in-depth performance insights, Facebook’s ad platform is one of the most robust in the game—perfect for brands that want to scale smartly and see what’s working in real time.

• Seamless integration with Instagram and WhatsApp As part of the Meta family, Facebook plays nicely with Instagram and WhatsApp, making it easy to manage campaigns and conversations across platforms from a single place.

Whether you're just getting started or refining a seasoned strategy, Facebook’s ecosystem makes it easier to meet your audience where they are—and keep them coming back.

2. YouTube (2.53 billion users)

Since its launch in 2005, YouTube has grown into a global video powerhouse—with no signs of slowing down. As of November 2024, users were spending over 27 hours a month on the mobile app alone. That’s a whole lot of screen time—and a massive opportunity for brands.

YouTube shines when it comes to long-form video content, making it an ideal platform for brands looking to educate, inspire, or tell a story. Whether it’s product demos, how-tos, or behind-the-scenes peeks, this platform gives you the space to dive deep and connect with your audience on a more meaningful level.

Take Luxy Hair, for example. The brand built a loyal YouTube following by sharing educational content—think tutorials on how to wear their hair extensions and tips for keeping hair healthy. It’s a smart strategy that not only showcases their products but builds trust with their audience, too.

If your brand has a story to tell or knowledge to share, YouTube is the perfect stage.

Why It Stands Out

• High engagement and long watch times With users spending hours on the platform each month, YouTube offers a rare chance to capture—and hold—your audience’s attention in a way few platforms can.

• Powerful influence on buying decisions From video ads to unboxings and product reviews, YouTube content plays a big role in how people research and choose what to buy. It’s a trusted space where viewers actively seek out recommendations.

• Something for everyone Whether it’s beauty tutorials, tech deep-dives, or lifestyle vlogs, YouTube’s diverse content ecosystem means your brand can find its niche—and the audience that cares about it.

For brands that want to go beyond the scroll and build lasting impact, YouTube is where education meets inspiration.

3. Instagram (2 Billion Users)

With its focus on visual storytelling, Instagram continues to be a top choice for brands and influencers—especially those looking to connect with the 18 to 34 age group, which makes up its largest U.S. demographic.

While traditional formats like single-image posts and carousels saw a dip in engagement from 2023 to 2024, Instagram Reels have taken center stage. In fact, Reels saw a 45% boost in engagement during that same period, making them a must-use feature for brands wanting to stay relevant and visible.

Reels are a fantastic way to explain your products, boost organic reach, and show off your brand personality. Think quick demos, how-tos, or relatable content that stops the scroll. A great example? Bombas shared a short, clever video demonstrating how their gripper socks support standing Pilates workouts—simple, helpful, and straight to the point.

If your brand thrives on creativity and connection, Instagram (especially Reels!) is where you want to be.

Why It Stands Out

• Visually engaging and aesthetically driven Instagram is all about eye-catching content. From beautifully curated feeds to scroll-stopping visuals, it’s the perfect platform for brands that want to make a stylish first impression.

• A powerhouse for influencer marketing With a thriving community of creators, Instagram is ideal for partnerships that feel authentic and relatable. Influencer collaborations here can build trust—and buzz—around your brand.

• A variety of content formats to play with Whether you're posting to the grid, sharing behind-the-scenes moments in Stories, going viral with Reels, or diving deep with IGTV, Instagram gives you plenty of ways to engage your audience and tell your brand story.

If you’re looking to connect with a visually savvy, engagement-hungry audience, Instagram offers the perfect blend of creativity and community.

4. WhatsApp (2 Billion Users)

While it’s best known for private messaging, voice, and video calls, WhatsApp is quickly becoming a go-to platform for business communication too. It’s personal, fast, and widely used—making it a natural fit for customer engagement.

In markets like Brazil, WhatsApp is already a key part of the brand-customer relationship. In fact, nearly four out of five users there say they’ve communicated with a business through the app. That’s a strong signal that consumers are not only comfortable chatting with brands on WhatsApp—they expect it.

Thanks to its conversational nature, WhatsApp shines in customer support and direct-to-customer marketing. Whether it’s sending order updates, answering product questions, or running personalized campaigns, this platform helps brands connect in a more human, real-time way.

If you're aiming for fast, friendly, and direct communication, WhatsApp offers a powerful channel that feels less like marketing—and more like a conversation.

Why It Stands Out

• High engagement and daily use WhatsApp isn’t just downloaded—it’s used, often multiple times a day. This makes it a reliable channel for reaching your audience where they’re already active and paying attention.

• Secure and trusted communication With end-to-end encryption, WhatsApp gives users peace of mind, making it a trustworthy space for both personal chats and brand interactions.

• Fast-growing business potential From customer service to personalized promotions, more and more brands are tapping into WhatsApp’s conversational format to connect with customers in a direct, human way.

For businesses looking to offer real-time, responsive support—or simply make messaging feel more personal—WhatsApp is quickly becoming a must-have in the marketing toolbox.

5. TikTok (1.59 Billion Users)

Short-form video has taken the world by storm—and TikTok is leading the charge. With its endlessly scrollable content and ultra-personalized For You page, TikTok has become a favorite among 18- to 34-year-olds, making it a prime space for brands looking to tap into youth culture and fast-moving trends.

But it’s not just about fun and entertainment anymore. With the launch of TikTok Shop in 2023, the platform has evolved into a powerful ecommerce engine. Now, creators and brands can seamlessly turn viral moments into sales, offering direct shopping experiences right within the app.

From brand storytelling to trend-driven product demos, TikTok is where authenticity meets opportunity—especially if your audience skews young and curious.

Why It Stands Out

• Incredible virality and engagement TikTok’s algorithm is built for discovery, giving brands—even new ones—the chance to go viral overnight. With high engagement rates and long average watch times, it’s a playground for creativity that actually gets seen.

• A Gen Z and millennial favorite If you're trying to reach younger audiences, TikTok is the place to be. It’s where Gen Z and millennials go to be entertained, informed, and inspired—often all in the same scroll.

• Creative ad formats and branded challenges From interactive filters to hashtag challenges and shoppable videos, TikTok offers unique ways for brands to join conversations and create content that feels fun, not forced.

In short, TikTok blends entertainment with opportunity—perfect for brands ready to think outside the box and meet audiences where they play.

6. WeChat (1.38 Billion Users)

In China, WeChat isn’t just an app—it’s a digital ecosystem. Combining social networking, instant messaging, mobile payments, and ecommerce, WeChat is the go-to platform for daily life and business alike.

For global brands looking to reach Chinese consumers, WeChat offers a direct line. Businesses can set up official accounts and even launch WeChat Stores, allowing customers to browse, chat, and shop—all without ever leaving the app.

Ecommerce is a major draw: 61% of WeChat Channel users have made a purchase, and 87% say they plan to shop there again. With built-in marketing tools, direct messaging, and an audience that’s highly engaged, WeChat gives brands a seamless way to connect, convert, and keep customers coming back.

If your target market includes China, WeChat is not just an option—it’s essential.

Why It Stands Out

• All-in-one functionality WeChat isn’t just social—it’s everything. From chatting with friends to booking appointments and making payments, it combines multiple services into one super-app.

• A must-have for reaching Chinese consumers With its massive user base in China and deep cultural integration, WeChat is essential for brands looking to enter—or grow in—the Chinese market.

• Seamless ecommerce and payment integration Built-in shopping features and secure mobile payments make it easy for users to go from discovery to purchase in just a few taps.

For brands wanting to meet customers where they live (digitally speaking), WeChat offers a rich, connected experience that makes doing business feel effortless.

7. Telegram (950 Million Users)

Telegram has carved out its niche as more than just a messaging app—it’s a powerful platform for community building, content sharing, and even commerce. Known for its privacy features and clean interface, Telegram is a favorite for both one-on-one chats and large-scale broadcasts.

But there’s more beneath the surface. Brands and ecommerce stores can use Telegram to send push-style messages, offer real-time customer support, and even sell products—both physical and digital—through mini-apps and interactive bots.

Its growing commercial impact is hard to ignore. In 2024, Russia, the U.S., and Ukraine topped the list for in-app purchases, collectively spending over $63 million. That signals a strong shift toward Telegram as a space not just for conversations, but for commerce and monetized content too.

Whether you're building a brand community or looking for new ways to sell, Telegram offers a direct, flexible, and increasingly lucrative channel to connect with your audience.

Why It Stands Out

• Privacy-first platform Telegram is built with privacy in mind, offering end-to-end encrypted chats, secret conversations, and a no-nonsense approach to user data—making it a trusted space for open dialogue.

• Flexible and feature-rich messaging From group chats and broadcast channels to custom bots and mini-apps, Telegram gives brands a toolkit to communicate creatively and efficiently at scale.

• A fast-growing, highly engaged community With nearly a billion users and rising engagement, Telegram is quickly becoming a go-to platform for brands looking to build loyal followings and share content that actually gets seen.

If your brand values secure, direct communication—and a highly engaged audience—Telegram might just be your next smart move.

8. Messenger (947 Million Users)

Formerly known as Facebook Messenger, Messenger remains a go-to messaging app for personal chats—but it's also a valuable tool for brands. As part of the Meta ecosystem, it integrates seamlessly with Facebook and Instagram, giving businesses easy access to a massive, connected audience.

In the U.S., 25- to 34-year-olds make up the largest share of Messenger users (23%), followed closely by the 35- to 44-year-old group (21%). That makes it a smart channel for reaching a digitally savvy, purchase-ready demographic.

Brands can use Messenger for everything from chatbots and automated FAQs to live customer support and even in-app purchases. Whether you're answering questions, helping customers place an order, or guiding them through a product journey, Messenger offers a smooth, conversational way to stay connected.

If your brand is already active on Facebook or Instagram, Messenger is a natural extension that brings your customer conversations to life.

Why It Stands Out

• Seamless Facebook integration As part of the Meta family, Messenger works hand-in-hand with Facebook, making it easy for brands to manage conversations, run ads, and engage users without switching platforms.

• Customer support made simple From quick replies to AI-powered chatbots, Messenger offers versatile tools to handle inquiries, provide support, and even guide shoppers through the buying process—all in real time.

• Wide reach with active, engaged users With nearly a billion users—and many checking the app daily—Messenger gives brands access to a broad, responsive audience that's ready to chat, browse, and buy.

If you want to make customer communication feel effortless and familiar, Messenger is a solid channel to add to your social strategy.

9. Snapchat (850 Million Users)

With its disappearing messages and fun AR filters, Snapchat is a hit with the under-25 crowd—and a smart space for brands looking to connect with younger, mobile-first audiences in creative ways.

Snapchat’s temporary content format creates a sense of urgency and exclusivity, making it perfect for flash promotions, behind-the-scenes peeks, and playful product demos. And with features like Snapchat Discover, branded AR lenses, and in-app shopping, there are plenty of ways to make your brand stand out.

If your audience skews young, Snapchat isn’t just fun—it’s full of potential. Whether you're partnering with influencers, running story ads, or jumping on viral trends, Snapchat offers a direct, authentic way to connect and convert.

Why It Stands Out

• A favorite among Gen Z and younger users If you're trying to reach teens and twenty-somethings, Snapchat is where they’re hanging out—chatting, snapping, and discovering new content daily.

• Cutting-edge AR and playful filters From face-morphing lenses to try-on experiences, Snapchat’s AR tools offer fun, immersive ways for users to engage with your brand in real time.

• Endless room for creative campaigns Whether you're launching a filter-based challenge, sharing bite-sized stories, or building buzz with exclusive content, Snapchat’s format invites experimentation and fun.

For brands ready to think outside the grid, Snapchat is a dynamic space to connect with younger audiences on their terms—quick, casual, and full of flair.

10. Douyin (766 Million Users)

Douyin is the Chinese cousin of TikTok, sharing many of the same features but perfectly tuned for China’s booming social commerce scene.

For ecommerce brands, Douyin offers a rich playground: from short- and long-form videos that engage and educate, to livestreams that showcase products in real time, and Douyin Shops that make buying seamless—all within the app.

If you’re aiming to reach Chinese consumers through vibrant, interactive content, Douyin is your go-to platform for blending entertainment with effortless shopping.

Why It Stands Out

• Packed with engaging short-form videos Douyin’s bite-sized content keeps users hooked, making it a powerful tool for capturing attention quickly and creatively.

• Seamlessly integrated with ecommerce Built-in shopping features and payment systems make it easy for users to discover and buy products without leaving the app.

• A major driver of consumer trends in China Douyin doesn’t just entertain—it shapes buying decisions, giving brands a direct line to influence one of the world’s largest markets.

For brands ready to blend creativity with commerce in China, Douyin offers a dynamic and effective platform to connect and convert.

Popular Social Media Platforms FAQ

What are the top 5 social media platforms?
The top five social media platforms by monthly active users are Facebook, YouTube, Instagram, WhatsApp, and TikTok—each boasting billions of engaged users worldwide.

What is the No. 1 most-used social media platform?
That title goes to Facebook, with an impressive 3.07 billion monthly active users, making it the biggest player in the social media landscape.

Which social media platforms does Gen Z use the most?
Gen Z (those born between 1997 and 2012) tends to favor TikTok, Instagram, and Snapchat—platforms known for their dynamic, visual, and interactive content.

What’s the next big social media platform?
Predicting the next big thing is always a bit of a wildcard, but a few promising contenders are gaining momentum, including Bluesky, Threads, VERO, Discord, and MeWe. These platforms offer fresh takes on social connection and could shape the future of online communities.