If you're trying to grow a brand, stay relevant, or just not fall behind, knowing which social platforms rule the world right now isn’t just “nice to know.” It’s non-negotiable.Millions of people scroll through these apps every day—some for the memes, some to shop, others to argue with strangers (no judgment). Point is: social media runs the internet, and your strategy better keep up.

What’s Hot on Social in 2025

So, what’s trending? A little bit of everything. The social media world is a weird mix of old faithfuls like Facebook and YouTube, plus some fast-rising stars that are more short-video and message-heavy.

• Still Going Strong: Facebook, YouTube, WhatsApp
• Visual Vibes: Instagram, Snapchat, Pinterest
• Short & Snappy: TikTok, YouTube Shorts
• Regional Rockstars: WeChat (China), LINE (Japan/Thailand), Telegram (EMEA)

Marketers aren’t just asking “which one has the most users” anymore. It’s more like “which mix gets me the best results?” Because each platform brings something unique to the party—whether it’s killer ad formats or super loyal communities.

Who’s Got the Most Users in 2025?

OK, numbers time. You probably guessed it: Facebook still wins in size. But bigger doesn’t always mean better—engagement, content style, and who’s actually using the platform all matter big time.

Top Social Media Platforms by Monthly Active Users (Q1 2025)

Platform	MAUs (billions)	YoY Growth	Main Region
Facebook	2.99	+4.3%	Global
YouTube	2.70	+6.1%	Global
WhatsApp	2.55	+5.8%	Global
Instagram	2.16	+4.9%	Global
WeChat	1.34	+2.5%	China
TikTok	1.15	+12.4%	Global
Telegram	0.70	+10.2%	EMEA, LATAM
Snapchat	0.50	+7.8%	North America, EMEA
Pinterest	0.48	+3.9%	North America, Europe

What jumps out? TikTok is absolutely flying. While Facebook still dominates in user count, younger users are spending way more time on TikTok and Instagram. Not a huge shock, right?

By the Numbers: Social Media Usage in 2025

Let’s break down how people are actually using social media these days:

• There are 4.8 billion social media users worldwide—that’s 60% of the planet.
• Average daily scroll time? 2 hours and 24 minutes. And yes, it’s still going up.
• Gen Z (ages 10–25): Totally hooked on TikTok and YouTube Shorts.
• Millennials (ages 26–41): Split their time—Instagram, Facebook, Pinterest.
• Gen X+ (42 and up): Still loyal to Facebook and WhatsApp.
• Global ad spend on social? $180 billion in 2024. Expected to hit $210B+ this year. Wild.

And yeah, growth varies by region. APAC is gaining the most new users. Latin America’s seeing massive reach increases. And North America? They’re making the platforms the most money, per user. Figures.

How the Platforms Stack Up

Not all apps do the same thing. Here’s a quick-and-dirty look at where each one shines:

Platform Comparison: Who Does What Best

Platform	Main Audience	Engagement Rate	Ad Options	What It’s Great For
Facebook	Ages 25–54	3.5%	Feed Ads, Stories, Reels	Building communities, retargeting
YouTube	Ages 18–49	4.7%	In-stream, Shorts, Discovery	Deep-dive content, brand storytelling
WhatsApp	Ages 18–65	N/A (private)	Click-to-Chat, Catalog Ads	1-on-1 chats, customer service
Instagram	Ages 18–34	4.1%	Feed, Stories, Shopping	Influencer stuff, shoppable posts
TikTok	Ages 16–30	6.2%	In-Feed, Hashtag Challenges	Going viral, UGC campaigns
Snapchat	Ages 13–29	5.0%	AR Lenses, Snap Ads	Teen-focused, interactive content
LinkedIn	Ages 25–55 (B2B)	0.8%	Sponsored Posts, InMail	Lead gen, professional branding

What to Consider Before You Post

If you're picking where to post, here's what to weigh:

• Who's your audience? Different ages = Different apps.
• What kind of content do you have? Videos? Photos? Stories?
• What tools do the platforms offer? Think polls, live streams, AR stuff.
• How good are the ad tools? Can you target narrowly? Is it expensive?
• Organic reach: Some platforms kill it. Others? Not so much.
• Budget: Don’t blow the bank if you don’t have to.

Example time: If you’re a fashion D2C brand going after Gen Z, go hard on TikTok and Instagram Reels. Selling software to businesses? LinkedIn and YouTube tutorials, for sure.

Quick Tips for Marketers

1. Don’t put all your eggs in one basket. Build campaigns that span multiple platforms.
2. Let the numbers guide you. Track your metrics and adjust based on what’s actually working.
3. Make video your BFF. Short-form, vertical content = pure gold right now.
4. Talk to your people. Groups, comments, DMs—every touchpoint counts.
5. Experiment, then double down. Test different creatives and formats, then scale the winners.

So, What’s the Final Word?

Facebook is still king of headcount, sure. But TikTok and YouTube are where the action’s really happening. If you're planning your 2025 strategy, don’t just follow the crowd. Match your message to the platform that fits best—and don’t forget to measure everything.The marketers who thrive? They’re the ones who know what’s trending, stay flexible, and never stop testing.