Before launching your social media marketing strategy for your ecommerce business, you need to first get an overview of the distribution of social media usage. Given the growing penetration and usage of social media these days, you should start your marketing efforts by focusing on the platforms where you can find most of your target audience. To do that, you need to find out which social media platform has the largest user base.
Social media rankings: key takeaways
- As of October 2024, Facebook tops the list of the most popular social media platforms by user count, with close to 3.1 billion users worldwide.
- Four of the 10 most popular social media platforms are owned by Meta. These are Facebook, Instagram, WhatsApp, and Facebook Messenger.
Most popular social media platforms (2024): ranked by number of users
|
10 most popular social media platforms |
No. of global users (as of October 2024) |
|
1. Facebook |
3,070 million |
|
2. YouTube |
2,530 million |
|
3. Instagram |
2,000 million |
|
4. WhatsApp |
2,000 million |
|
5. TikTok |
1,690 million |
|
6. WeChat |
1,370 million |
|
7. Telegram |
950 million |
|
8. Facebook Messenger |
937 million |
|
9. Snapchat |
850 million |
|
10. Douyin |
755 million |
Top social media platforms in 2024
1. Facebook (3.07 billion users)
The latest statistics show that Facebook continues to reign strong as the king of social media, with 3.07 billion users worldwide. That means that approximately three out of every five of the estimated 5.17 billion social media users across the world are active users of Facebook.
Facebook’s extensive reach and diverse user base make it an essential platform for marketers. Users spend an average of 18 hours and 44 minutes per month on the Facebook app, making it one of the most engaging platforms.
Why it stands out:
- Extensive reach of billions of users across various demographics
- Robust advertising tools and analytics
- Seamless integration with other popular Meta platforms including Instagram and WhatsApp
2. YouTube (2.53 billion users)
YouTube remains a powerhouse in video content, with 2.53 billion users. It’s not just a place for watching videos but also a significant platform for discovering new products. With one billion hours of video watched daily, it offers immense potential for content creators and brands alike. It’s also the most popular video marketing platform, used by 90% of businesses.
Why it stands out:
- High engagement with long watch times
- Strong influence on purchasing decisions through video ads and product reviews
- A diverse range of visual content catering to all interests
3. Instagram (2 billion users)
Third on this list of the top social media platforms is Instagram. The photo-sharing app’s visual focus attracts 2 billion users who engage with photos, stories, and videos. With more than 60% of its users aged between 18 and 34, it’s a critical platform for influencers and brands looking to visually showcase their products and connect with a younger audience.
Why it stands out:
- Strong visual appeal and aesthetic content
- Highly effective for influencer marketing
- Diverse content formats including posts, stories, reels, and IGTV
4. WhatsApp (2 billion users)
WhatsApp, with 2 billion users, is a leading messaging app worldwide and is the fourth-most-popular social media platform in 2024. It’s particularly popular for personal communication and has been increasingly used for business purposes through WhatsApp Business. The average WhatsApp user opens the app 930 times a month.
Why it stands out:
- High user engagement and daily activity
- Secure messaging with end-to-end encryption
- Growing use in customer service and business communication
5. TikTok (1.69 billion users)
Launched in 2017, TikTok completes the five most popular social media platforms. Its short-form video content has captured the attention of 1.69 billion users, especially younger demographics. Its algorithm promotes viral content, making it a hotbed for trends and creative expression. TikTok is also the social media platform on which users spend the most amount of time—the average TikToker spends 34 hours and 15 minutes on the app every month.
Why it stands out:
- High virality, engagement potential, and time spent
- Especially popular among Gen Z and Millennials
- Innovative ad formats and branded challenges
6. WeChat (1.37 billion users)
WeChat follows close behind, with 1.37 billion users. The multifaceted app is used primarily in China. It combines messaging, social media, and mobile payment functionalities, making it an integral part of daily life for its users. It’s worth noting that the number of WeChat users has been rising in recent years, adding 44 million alone in the past 12 months.
These six social media networks mentioned thus far are the only ones with over one billion global users.
Why it stands out:
- Comprehensive app combining multiple services
- Essential for businesses targeting the Chinese market
- Strong integration with ecommerce and payment systems
7. Telegram (950 million users)
Telegram, with 950 million users, is known for its privacy features and robust messaging capabilities. It’s popular for both personal and group communications, as well as for broadcasting messages to large audiences.
Telegram is especially popular in Russia, where the average user spends more than 14 hours a month on the app, compared to the global average of four hours and 25 minutes.
Why it stands out:
- Strong focus on privacy and security
- Versatile messaging options, including channels and bots
- Growing user base with high engagement rates
8. Facebook Messenger (937 million users)
Facebook Messenger, another Meta product, has 937 million users, and ranks eighth on this ranking of the top social media platforms. Like WhatsApp, it’s widely used for personal communication and increasingly for business interactions through features like chatbots.
Why it stands out:
- Seamless integration with Facebook
- Powerful tool for customer service and automated responses
- Extensive reach and high user engagement
9. Snapchat (850 million users)
Snapchat’s unique ephemeral content format appeals to 850 million users, particularly younger audiences. This is so much so that young adults aged 18 to 24 make up 38% of its entire user base. Snapchat’s features like Stories and AR filters are especially popular as they offer creative ways for users and brands to interact.
Why it stands out:
- Popular among younger demographics
- Innovative AR features and interactive filters
- Strong potential for creative marketing campaigns
10. Douyin (755 million users)
Completing the 10 most popular social media platforms in 2024 is Douyin, the Chinese version of TikTok, with 755 million users. It shares many features with TikTok but is tailored specifically for the Chinese market, with integrations with local ecommerce and payment systems.
Why it stands out:
- High engagement with short-form video content
- Integrated with Chinese ecommerce platforms
- Significant influence on consumer behavior in China
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Popular Social Media Platforms FAQ
What are the social media trends for 2024?
- Augmented Reality: Augmented reality (AR) will continue to be a major trend in 2024, with more businesses and organizations utilizing AR to engage with their customers on social media.
- Video Content: Video content will remain a key trend in 2024, with more businesses creating interactive and engaging videos for their social media accounts.
- Chatbots: Chatbots will become more popular, with more businesses and organizations using chatbots to answer customer questions and provide support.
- Social Shopping: Social shopping will also become increasingly popular, as businesses use social media to showcase their products and services and allow customers to purchase directly from their social media accounts.
- Influencer Marketing: Influencer marketing will continue to be a powerful tool for businesses in 2024, as they leverage the reach and authority of influencers to promote their products and services.
- Social Advertising: Social media advertising will continue to be an important part of any social media strategy in 2024, as businesses target specific audiences with ads tailored to their interests.
