The world’s most popular social media platforms’ rankings are constantly changing. For example, from February to October 2025, WhatsApp overtook YouTube and tied with Instagram to become the second most popular platform in the world.
Posting on popular social media platforms is a strong tactic to increase brand awareness and drive visitors to your website, if it’s where your audience spends their time. Knowing your audience well enough to know which platforms they use most helps focus your social media marketing strategy and build meaningful connections.
Statistically, people in different demographics prefer different social platforms and sometimes, for different purposes. To make the most impact and return on investment (ROI), especially if you’re a solopreneur or have a lean team, choose the social channel marketing strategy best aligned with your target audience.
Read on to learn about the most popular social media platforms and the unique strengths they offer brands like yours.
Most popular social media platforms
| Rank | Social Media Platform | No. of monthly active users (as of October 2025) |
| 1 | 3,070 million | |
| 2 | 3,000 million | |
| 3 | 3,000 million | |
| 4 | YouTube | 2,580 million |
| 5 | TikTok | 1,990 million |
| 6 | 1,410 million | |
| 7 | Telegram | 1,000 million |
| 8 | Messenger | 942 million |
| 9 | Snapchat | 932 million |
| 10 | 765 million |
Your brand doesn’t need a social media presence on all the social media apps. It’s more efficient to match your brand with the platform used by your ideal customer. Otherwise, you risk spreading yourself too thin or investing in a platform with low returns. By learning more about each, it’s easier to determine which channels best suit your business:
1. Facebook (3.07 billion users)
With more than three billion users worldwide, Facebook is the top social media platform. Nearly three out of every five of the estimated 5.66 billion social media users around the world are active on Facebook.
In the United States, the biggest share of Facebook users is 25- to 34-year-olds, at 24.2%, followed by 35- to 44-year-olds, at 19%. Since the rise of Instagram and TikTok, Facebook’s image has skewed older than that, but it’s not the reality.
Reels are the most engaging format on the platform, giving ecommerce businesses an opportunity to show off their personalities. For example, luxury bedding brand Brooklinen shares a humorous post about a dog that doesn’t want to get out of its comfortable bed.
Why it stands out:
- Extensive reach of billions of users across various demographics
- Analytics and AI tools for advertising
- Integration with other popular Meta platforms, including Instagram and WhatsApp
2. WhatsApp (3 billion users)
Known for personal messaging, voice, and video calls, WhatsApp is also a rising business communications platform. Featuring end-to-end encryption, it’s ideal for connectivity via Wi-Fi or local data without traditional, costly SMS services.
For global businesses or those serving global customers, WhatsApp’s free, internet-based messaging and voice/video calls eliminate expensive roaming charges.
According to WhatsApp’s 2026 report, The State of Business Messaging, 73.3% of adults prefer to communicate with businesses through messages, making WhatsApp’s conversational aspect useful for customer service. Glove brand T1tan, for example, encourages customers to reach out via various channels, including WhatsApp, with questions.
Why it stands out:
- Secure messaging with end-to-end encryption
- Purchasing capabilities through the app
- Suitable for businesses of all sizes
3. Instagram (3 billion users)
Instagram initially found its niche as a home for visuals—both users’ photos and brands with a strong visual component, like fashion, beauty, or travel—versus status updates or an online bulletin board. Since then, it’s become known as the go-to platform for brands and influencers connecting with the 25-to-34 crowd—its largest US demographic.
To stay fresh, Instagram introduces new updates regularly. For example, in 2026, it let creators reorganize their carousel images and added new effects for videos. It offers Meta AI to users to create content for their Instagram accounts.
Clothing brand Alex Mill saw success with influencer marketing on Instagram. When founder Alex Drexler started the company, there weren’t enough resources to dedicate to different platforms.
“We had to sort of pick and choose,” Alex says on Shopify Masters. “One of the most successful places has been Instagram. The brand has developed a cult following. We reach out to people who are genuinely interested in mixing Alex Mill with their personal style. Whether or not they have a small number of Instagram followers or a larger number, we want to work with everyone.”
Why it stands out:
- In-app messaging to strengthen relationships with customers
- A/B testing for ad creative
- In-app shopping tools
4. YouTube (2.58 billion users)
Launched in 2005, YouTube combines social media with video streaming. According to Nielsen, the platform is the top streaming service in the US, accounting for 12.5% of TV viewing. It’s also the second largest search engine, trailing only its parent company Google.
YouTube’s long-form videos are an opportunity for brands to educate audiences about their products or services. Take Luxy Hair: The brand grew its YouTube audience through educational content, such as tutorials showing viewers how to wear its hair extensions and keep hair healthy.
Mimi Ikonn, the cofounder of Luxy Hair who now runs journal brand Intelligent Change, grew a community on YouTube by showing different hairstyles. She believes that to be successful on the platform, you need to show that you genuinely care about the topic.
“When people tell me they want to go on YouTube, I say, ‘It’s never too late as long as it’s a topic that you’re really interested in,’” she says on Shopify Masters. “If you can simplify it, people will watch and they will engage with that content.”
YouTube also offers YouTube Shorts, generally 15 seconds to three minutes long and vertical, making them ideal for phone screens. They’re an opportunity to get in front of new audiences and potentially, go viral on YouTube.
Why it stands out:
- A storytelling platform
- YouTube BrandConnect to facilitate partnering with creators
- Search ranking system that prioritizes relevance, engagement, and quality
5. TikTok (1.99 billion users)
TikTok has captured the attention of 18- to 34-year-olds (its largest demographic) with its swipeable videos and a For You page that continually surfaces new, relevant content.
When SadieB founders and sisters Sadie and Abby Bowler started the hair-care business, they knew that TikTok would be the best way to market to Gen Z. They used micro-influencers to build their community on TikTok.
“We reached out to micro-influencers with about 2,000 to 5,000 followers on TikTok that just represent the SadieB core values and sent them all products,” Sadie says on Shopify Masters. “We sent about 65 packages and have just seen this community grow because it came from such a genuine place. We’re getting tagged in these videos where these girls are just raving about SadieB—as they unbox the product—and how much they feel SadieB cares about them.”
Since launching TikTok Shop in 2023, the app has opened up new direct selling opportunities for entrepreneurs.
Why it stands out:
- Reaches more than 20 markets worldwide
- Immersive ads
- Connects brands to marketing partners
6. WeChat (1.41 billion users)
In China, WeChat combines social networking, instant messaging, payments and ecommerce. Global brands targeting Chinese customers can set up a store on the superapp.
Ecommerce is central to WeChat—61% of WeChat Channel users have made a purchase, and 87% say they’ll shop there again.
MìLà used WeChat to help launch their business. The direct-to-consumer dumpling and noodle brand started as a restaurant. When it had to shut down for a few weeks, cofounders Jen Liao and Caleb Wang tried to come up with ways to pivot and landed on selling frozen soup dumplings.
Jen’s mom created a WeChat group and invited her friends and their friends. Because many of them accepted, Jen and Caleb felt the group was big enough to give significant feedback. They sent the group a Google Form, where they could learn more about the product.
Why it stands out:
- Comprehensive super-app combining multiple services
- Useful for businesses targeting the Chinese market
- Integration with ecommerce and payment systems
7. Telegram (1 billion users)
Russian-founded, Dubai-based Telegram is a social media and communication platform. It’s popular for personal and group communications, and for broadcasting messages to up to 200,0000 members.
Telegram is more than a messaging app; ecommerce stores can send push messages to customers, set up customer service chat functions, and sell physical and digital products directly via mini-apps and bots.
In 2025, India led in the most app downloads of Telegram, followed by Russia and the United States.
Why it stands out:
- Strong focus on privacy and security
- Versatile messaging options, including group chats, secret chats, broadcast, and one-to-one chats
- Open API
8. Messenger (942 million users)
Messenger, formerly known as Facebook Messenger, is a messaging platform used for personal conversations. Because Meta owns it, brands can tap into one of the most popular social media ecosystems. In the US, Messenger leads among 25- to 34-year-olds.
Brands can use Messenger to talk to customers through chatbots or live customer service, or to sell products and accept payments.
Why it stands out:
- Integration with Facebook
- Support for customer service with built-in automation
- End-to-end encryption
9. Snapchat (932 million users)
Snapchat launched in 2011 as a way for users to send each other photos and messages that disappear shortly after viewing. The app gained popularity among school-age kids who were drawn in part to the ability to use Snapchat on non-smartphone devices (like the iPod Touch).
Snapchat remains popular with younger users, with ads on its platform reaching 75% of 13- to 34-year-olds in more than 25 countries.
Why it stands out:
- Popular among younger demographics
- Innovative AR features and interactive filters
- Lead generation tools
10. Reddit (765 million users)
Reddit is a social media network built on niche community forums called subreddits. Each subreddit is dedicated to specific industries, topics, and interests.
Unlike other platforms that surface content based on an algorithm, Reddit users (known as Redditors) upvote topics to help spread their reach. (Users can also downvote content they think is irrelevant.)
Some Redditors use the platform to learn more about products. In a February 2026 survey, 84% of shoppers said they felt more secure in their purchases after researching products on Reddit.
Reddit has multiple advertising formats, and the platform is currently testing “Redditors Top Pick” overlays that can indicate a product is already popular with their audience.
Some brands form organic connections with Redditors. For example, Sock Candy founder Mary Gui posted daily outfits as herself instead of her brand on Reddit. When people ask where her socks are from, she lets them know about Sock Candy.
Why it stands out:
- Niche communities
- Upvoting system that gives more exposure to posts users like
- Values authenticity
