Market leader Facebook was the first social network to surpass one billion registered accounts and currently sits at more than three billion monthly active users. Meta Platforms owns four of the biggest social media platforms, all with more than one billion monthly active users each: Facebook (core platform), WhatsApp, Facebook Messenger, and Instagram. In the third quarter of 2023, Facebook reported around four billion monthly core Family product users. The United States and China account for the most high-profile social platforms Most top ranked social networks with more than 100 million users originated in the United States, but services like Chinese social networks WeChat, QQ or video sharing app Douyin have also garnered mainstream appeal in their respective regions due to local context and content. Douyin’s popularity has led to the platform releasing an international version of its network: a little app called TikTok. How many people use social media? The leading social networks are usually available in multiple languages and enable users to connect with friends or people across geographical, political, or economic borders. In 2025, social networking sites are estimated to reach 5.42 billion users and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction in previously underserved markets.

Despite a tumultuous 2018, Facebook is still the top social network in the United States, with 169.76 million mobile users accessing the Facebook app in September 2019. The company’s other properties Instagram and Facebook Messenger ranked second and third with 121 and 106 million users respectively. Cambridge Analytica scandal 2018 The biggest social media company in the world had a difficult 2018. The platform has long been accused of enabling the spread of fake news during the 2016 election and beyond. One of the first and biggest negative Facebook stories of 2018 was the Cambridge Analytica scandal, which unfolded from March 2018. The Guardian, The Observer, and The New York Times simultaneously reported on political data firm Cambridge Analytica harvesting data of millions of Facebook users worldwide without their knowledge before the 2016 election, which led to Facebook CEO Mark Zuckerberg having to testify before Congress in April 2018. Facebook usage behavior changes Due to the revelations about Facebook and the company’s treatment of private user data, many U.S. users are planning to use the social network much less and to be much more careful about what they post . During an April 2018 survey, only 20 percent of respondents stated that their Facebook usage has not changed, and they were planning on continuing to use the social platform as much as they always had in the past.

In March 2025, ******** accounted for ** percent of all social media site visits in the United States, confirming its position as the leading social media website by far. Other social media platforms, despite their popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined. ********* ranked second with ***** percent of all U.S. social media site visits, while X (previously Twitter) accounted for ***** percent of the total visits in the country. Additionally, the U.S. is home to the third largest social media audience worldwide. Facebook: mobile vs desktop usage At the beginning of 2022, around ** percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only *** percent reported using their desktop or laptop devices. In September 2022, three Facebook Inc. products occupied some of the leading positions as most downloaded social networking apps on the Apple App Store in the United States. WhatsApp’s messaging platform ranked second with more than *** million downloads, while Facebook and the instant-messaging service Messenger followed ranking third and fifth with *** million and **** million downloads respectively. Social media evolution Between 2012 and 2024, the daily time spent on social networks worldwide experienced an almost constant increase, with users reaching an average of *** minutes per day in 2023, with a decrease to *** daily minutes of engagement in 2024. However, users’ favorite platforms have changed since 2019, and the power balance appears to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms like Snapchat, TikTok, and YouTube.

Facebook held more than 93 percent market share among social media in Poland in 2024. Instagram was next, with a 2.28 percent share, followed by YouTube and Pinterest. The leading seven social media platforms represented 99.83 percent of the entire market. Facebook’s leadership Facebook dominates social media in Poland on all devices, and its market share is continuously increasing. It has around 23 million users in Poland, and this number was forecasted to continue growing. Most Facebook users are between 25 and 34 years old – an older demographic than platforms like Instagram or TikTok. Future of social media in Poland The overall number of social network users in Poland continues to increase, nearing 29.2 million by 2023. Nearly every Generation Z representative uses social media, meaning that platforms like TikTok and Instagram could be big competitors for Facebook. Social media have become an important medium for Poles to communicate with friends, family, and people all over the globe. Companies increasingly use them to promote products and interact with customers. While traditional media are still crucial for information and opinion-forming, new media are a serious contender in this field.

Metaverse Social Media Platforms Market Outlook

The global metaverse social media platforms market size was valued at approximately $69.9 billion in 2023 and is projected to grow to a massive $1,527.4 billion by 2032, reflecting a staggering CAGR of 41.9% over the forecast period. The remarkable growth of this market is primarily driven by the increasing adoption of advanced technologies such as Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), coupled with the rising demand for immersive social experiences. The continued technological advancements in these areas, along with the proliferation of high-speed internet and growing investments by leading tech companies, are expected to further fuel market expansion over the coming years.

One of the key growth factors of the metaverse social media platforms market is the technological advancements that have led to the development of more sophisticated and accessible VR and AR devices. These technologies have significantly improved user experiences by providing immersive and interactive environments that replicate real-world social interactions. Companies are heavily investing in R&D to innovate and launch new products and services that cater to the ever-evolving needs of consumers. This has created a fertile ground for the adoption of metaverse platforms, especially among the tech-savvy younger generation.

Another critical factor propelling the market's growth is the increasing consumer inclination towards digital and virtual spaces due to the COVID-19 pandemic. The pandemic has accelerated the shift towards remote interactions, with people seeking alternative ways to socialize, work, and entertain themselves. As a result, there has been a substantial rise in the adoption of metaverse social media platforms, which offer unique and engaging ways to connect with others virtually. This trend is expected to continue post-pandemic, as people have grown accustomed to the convenience and novelty of virtual interactions.

Furthermore, the growing popularity of virtual events and online gaming is significantly contributing to the market's expansion. Metaverse platforms are increasingly being used to host virtual concerts, conferences, and other events, providing users with novel and immersive experiences. The gaming industry, in particular, has been quick to adopt metaverse technologies, with numerous game developers integrating social features into their games to enhance user engagement and retention. This convergence of gaming and social media is creating a vibrant ecosystem that is poised for substantial growth.

From a regional perspective, North America currently holds the largest share of the metaverse social media platforms market, driven by the presence of major tech giants and high consumer adoption rates. However, Asia Pacific is expected to witness the highest growth rate during the forecast period, owing to the rapid technological advancements, increasing internet penetration, and growing investments in the region. Europe and Latin America are also anticipated to experience steady growth, supported by the rising demand for innovative social media platforms and growing consumer awareness.

The Metaverse In Entertainment is revolutionizing how audiences engage with content, offering immersive experiences that transcend traditional media boundaries. As entertainment companies explore the metaverse, they are creating virtual worlds where users can interact with their favorite shows, movies, and music in unprecedented ways. This new frontier allows for personalized experiences, where fans can become part of the story, attend virtual concerts, or explore digital theme parks. The integration of entertainment into the metaverse is not only enhancing user engagement but also opening up new revenue streams through virtual merchandise and exclusive content offerings. As the technology continues to evolve, the potential for storytelling and audience interaction in the metaverse is limitless, promising a future where entertainment is more interactive and immersive than ever before.

Platform Type Analysis

The metaverse social media platforms market can be segmented by platform type into Virtual Reality (VR) Platforms, Augmented Reality (AR) Platforms, and Mixed Reality (MR) Platforms. VR platforms have been increasingly adopted for their ability t

As of February 2025, it was found that men between the ages of 25 and 34 years made up Facebook's largest audience, accounting for 18.5 percent of global users. Additionally, Facebook's second-largest audience base could be found with men aged 18 to 24 years. Facebook connects the world Founded in 2004 and going public in 2012, Facebook is one of the biggest internet companies in the world with influence that goes beyond social media. It is widely considered as one of the Big Four tech companies, along with Google, Apple, and Amazon (all together known under the acronym GAFA). Facebook is the most popular social network worldwide and the company also owns three other billion-user properties: mobile messaging apps WhatsApp and Facebook Messenger, as well as photo-sharing app Instagram. Facebook usersThe vast majority of Facebook users connect to the social network via mobile devices. This is unsurprising, as Facebook has many users in mobile-first online markets. Currently, India ranks first in terms of Facebook audience size with 378 million users. The United States, Brazil, and Indonesia also all have more than 100 million Facebook users each.

In 2024, Facebook had the largest market share among other social media platforms in Indonesia, at around ** percent. However, Facebook's popularity may soon be outpaced by other social media platforms due to growing competition. Indonesia’s social media landscape With active social media users of more than *** million, Indonesia ranked fourth among the countries with the highest number of social media users worldwide. As of the third quarter of 2024, WhatsApp had the largest social media penetration rate in Indonesia of about ** percent. Other social media platforms such as Instagram and Facebook are also gaining popularity as an increasing number of Indonesian social media users are actively using those platforms. Social media for business purposes The use of social media is no longer limited to communicating and interacting with friends and family. Many businesses have turned to social media as part of their marketing strategies. One of these strategies includes collaborating with an influencer to promote their products and increase their customer reach. A recent finding revealed that ** percent of Indonesian social media users had purchased an item because of influencer endorsement. Trust in the influencer and being convinced by their promotions are among the leading reasons for purchasing endorsed products.

Global Social Media market size is expected to reach $466.56 billion by 2029 at 13%, segmented as by type, social media advertisement, social media subscription

A survey during the third quarter of 2020 found that ** percent of Instagram users in the United States were using the social network to follow brands or companies on the platform. ******* ranked close in second place with ** percent of Twitter audiences in the United States using the service to follow brands.

Social Network Market Outlook

The social network market size is projected to grow from $200 billion in 2023 to $500 billion by 2032, reflecting a compound annual growth rate (CAGR) of approximately 10.8%. One of the primary growth factors for this market is the increasing global internet penetration coupled with the proliferation of smartphones, which is making social networking platforms more accessible to a broader audience.

The burgeoning connectivity among individuals and businesses is playing a pivotal role in propelling the social network market. With the increasing availability of affordable internet services, more people are joining social networks, thus boosting user engagement and content sharing on these platforms. Additionally, the rise of digital marketing and advertising strategies is pushing businesses to leverage social media platforms for targeted marketing efforts, which is further contributing to market expansion.

Another significant growth factor is the integration of advanced technologies such as Artificial Intelligence (AI) and Machine Learning (ML) into social networking platforms. These technologies enable personalized content delivery, enhanced user engagement, and improved user experience by analyzing user behavior. Furthermore, AI-driven analytics and insights are becoming essential tools for businesses to understand market trends and consumer preferences, thereby driving the demand for advanced social networking solutions.

The increasing popularity of video content and live streaming is also significantly contributing to the market growth. Platforms that offer live streaming capabilities are witnessing higher user engagement rates. Additionally, the shift towards visual-based content such as images, videos, and stories is helping platforms like Instagram, TikTok, and YouTube to gain tremendous popularity. This trend is expected to continue, driving further growth in the social network market.

The rise of Enterprise Social Networks and Online Communities is another trend shaping the social network market. These platforms are designed to facilitate communication and collaboration within organizations, allowing employees to share information, ideas, and resources more efficiently. By fostering a sense of community and encouraging open dialogue, enterprise social networks enhance employee engagement and productivity. They also serve as a valuable tool for knowledge management, enabling organizations to capture and disseminate institutional knowledge effectively. As businesses continue to embrace digital transformation, the demand for enterprise social networks is expected to grow, providing new opportunities for innovation and growth in the social network market.

From a regional perspective, North America is expected to maintain its dominance in the social network market due to the high internet penetration, widespread adoption of smartphones, and the presence of major social networking companies. However, regions like Asia Pacific are anticipated to exhibit the highest growth rates due to the large population base, rapidly growing internet user base, and increasing adoption of social media platforms in countries like India and China.

Component Analysis

The social network market can be segmented by component into software and services. The software segment comprises social networking platforms, applications, and tools that enable users to interact, share content, and communicate. This segment is likely to dominate the market due to the continuous launch of new features and updates aimed at enhancing user experience. The integration of AI and ML technologies is further augmenting the capabilities of social networking software, making it more intuitive and user-friendly.

On the other hand, the services segment includes consulting, deployment, integration, and maintenance services. These services are crucial for ensuring the smooth operation and optimization of social networking platforms. The demand for these services is expected to grow as businesses increasingly seek expert assistance to implement and manage their social media strategies effectively. The rise of social media marketing has also led to a surge in demand for specialized consulting services to help businesses maximize their return on investment (ROI) from social network campaigns.

The software component is further subdivided into mobile appli

The largest social media IPO seen in the last 15 years was Facebook, which went public in May 2012 with a valuation of 104 billion U.S. dollars. Snapchat ranked second, with a valuation of 24 billion U.S. dollars in March 2017. Twitter – later known as X after its 2023 acquisition and subsequent delisting – went public in with a valuation of 18 billion U.S. dollars. Former U.S president Trump's social media app Truth Social went public on March 26, 2024, after merging with Digital World Acquisition Corp.

Digital IPOs in the U.S. The year 2021 was characterized by the highest number of IPOs recorded in the U.S. since 2000, with over a thousand companies entering the public market. During the first years of the COVD-19 pandemic, the digital and tech sectors enjoyed stellar development thanks to the increase in usage and inflated adoption trends of digital solutions among global users. In comparison, 2022 was characterized by an unusually quiet public market. Snap Inc and Meta, as well as other social media platforms, reported a loss in expected revenue driven by a slowing advertising spending trend.

While social video and streaming platform Rumble filed to go public via SPAC merger in September 2022, market volatility dragged IPO plans for others. At the end of 2023, the market appeared to be in recovery for digital companies. Fast-fashion brand Shein entered the U.S. public market in September, followed by Instacart in November.

Reddit’s IPO Reddit's entrance into the public market is expected to be the largest social media IPO since 2019, when Pinterest became a public company with a valuation of 10 billion U.S. dollars. Reddit, which is expected to go public in March 2024, is reportedly seeking a valuation of 6.5 million U.S. dollars. The company had previously reached a valuation of 10 billion U.S. dollars, after securing 410 million U.S. dollars in its Series F funding in August 2021. In February 2024, Reddit gave potential investors a peek into its financials, by releasing the company’s S1 registration statement: the company was not yet profitable in 2023, with a negative EBITDA of 70 billion U.S. dollars. Despite not having released a planned price for its stocks, Reddit invited some of its users to pre-register and grab the possibility of buying into Reddit.

Social Media Management Software Market Outlook

The global Social Media Management Software market size was valued at USD 15.9 billion in 2023 and is forecasted to reach USD 40.1 billion by 2032, growing at a CAGR of 10.9% from 2024 to 2032. The market's impressive growth can be attributed to the increasing importance of social media for brand communication, customer engagement, and marketing strategies across various industries. With businesses globally recognizing the power of social media platforms in reaching targeted audiences, the demand for effective management tools continues to escalate.

One of the primary growth factors driving the Social Media Management Software market is the rising penetration and influence of social media platforms. Sites like Facebook, Instagram, Twitter, LinkedIn, and TikTok have become central to how businesses communicate with their customers and manage their brand image. As these social networks continue to grow in user base and functionality, companies increasingly invest in sophisticated management tools to track performance, analyze data, and streamline communication efforts. The need for comprehensive tools that can handle everything from content scheduling to performance analytics is more pressing than ever.

Another significant growth driver is the increasing adoption of data analytics and artificial intelligence (AI) in social media management. Businesses are leveraging AI-powered tools to gain deeper insights into customer behavior, predict trends, and personalize content. These advanced technologies help companies make data-driven decisions, optimizing their social media strategies for better engagement and higher ROI. With AI capabilities integrated into social media management software, businesses can automate routine tasks, enhance targeting accuracy, and improve overall efficiency.

The shift towards remote work and digital transformation across various industries has further propelled the demand for social media management solutions. As organizations adapt to the changing work environment, the need to maintain a robust online presence has become paramount. Social media management software enables companies to manage multiple accounts, schedule posts, and monitor interactions from a single platform, ensuring consistent and effective communication. This trend is expected to continue as businesses increasingly rely on digital solutions to stay connected with their audience.

Regionally, North America holds the largest market share in the Social Media Management Software market, driven by high social media penetration and the presence of major tech companies. Europe follows closely, with significant growth observed in the adoption of these tools among enterprises of all sizes. The Asia Pacific region is anticipated to witness the highest growth rate during the forecast period, spurred by the rapid digitalization of businesses and increasing social media usage. The Middle East & Africa and Latin America are also expected to experience steady growth as more organizations in these regions recognize the benefits of social media management solutions.

In the evolving landscape of digital communication, Online Community Management Software is becoming increasingly essential for businesses looking to foster engagement and build strong relationships with their audience. These platforms provide tools to manage and moderate online communities, facilitating interaction and collaboration among users. By leveraging such software, companies can create vibrant online spaces that encourage user participation, feedback, and loyalty. The integration of community management features with social media management tools allows businesses to seamlessly engage with their audience across multiple channels, enhancing their overall communication strategy. As organizations recognize the value of nurturing online communities, the demand for comprehensive management solutions is expected to rise, driving further innovation in this area.

Component Analysis

The Social Media Management Software market can be segmented by Component into Software and Services. The software segment dominates the market, driven by the increasing demand for comprehensive solutions that encompass a wide range of functionalities. These software solutions offer features such as content creation, scheduling, analytics, and reporting, enabling businesses to manage their social media activities efficiently. The continuous advancement

Augmented Reality (AR) in Social Media Market Outlook

The global Augmented Reality (AR) in Social Media market size was valued at approximately $12 billion in 2023 and is projected to reach $68 billion by 2032, growing at a compound annual growth rate (CAGR) of 21.8%. The exponential growth of this market is driven by increasing user engagement, technological advancements, and the growing adoption of AR by social media platforms to enhance user experiences.

One of the primary growth factors for the AR in Social Media market is the increasing integration of AR features by major social media platforms. Applications like Instagram, Snapchat, and Facebook have incorporated AR filters, lenses, and effects, significantly enhancing user interaction and driving longer engagement times. This integration of AR features has not only improved user experience but also opened new avenues for advertising, content creation, and user-generated content, thereby contributing to market growth.

Another crucial factor propelling market growth is the continuous technological advancements in AR hardware and software. Innovations such as improved AR glasses, more powerful mobile processors, and advancements in AI and computer vision have made AR more accessible and functional. These technological improvements enable a more seamless AR experience, prompting both users and enterprises to adopt AR solutions more widely in their social media interactions. Moreover, the decreasing costs of AR hardware are making these technologies more accessible to a broader audience.

The increasing demand for personalized and immersive experiences is another significant driver for the AR in Social Media market. Users are increasingly seeking interactive and immersive content that can offer a unique experience. AR provides an excellent platform for creating such content, allowing users to engage with their surroundings in novel ways. This demand for immersive experiences is prompting social media platforms to continuously innovate and integrate AR features, thus driving the market forward.

Regionally, North America dominates the AR in Social Media market, primarily due to the presence of major social media companies and advanced technological infrastructure. However, the Asia Pacific region is expected to witness the highest growth rate during the forecast period. The increasing penetration of smartphones, growing internet users, and the rising popularity of social media platforms in countries like China, India, and Japan are contributing significantly to the market growth in this region.

Component Analysis

The component segment of the AR in Social Media market includes software, hardware, and services. In the software segment, AR applications and platforms are continuously evolving to provide more sophisticated and interactive features. Companies are investing heavily in developing AR software that can be seamlessly integrated into social media platforms, offering users a wide range of AR experiences. This includes AR filters, lenses, and effects that can be used in photos and videos, making interactions more engaging and fun.

In the hardware segment, advancements have been significant in AR devices such as AR glasses and headsets. These devices are becoming more user-friendly, lightweight, and affordable, making them a viable option for everyday use by social media users. Companies like Apple, Google, and Microsoft are at the forefront of developing cutting-edge AR hardware that can be used both for personal and commercial social media applications. The increased adoption of these devices is expected to drive the hardware segment's growth substantially.

The services segment involves support, maintenance, and consultation services related to AR technology. As businesses increasingly adopt AR for marketing and user engagement on social media platforms, the demand for specialized services to develop, integrate, and maintain AR features is growing. Companies are offering tailored services to help enterprises leverage AR to its full potential, thereby driving the growth of the services segment. This also includes training services for users to effectively use and navigate AR features on social media.

The synergy between these components ensures a comprehensive AR experience for social media users. The continuous development in software and hardware, coupled with robust support and consultation services, ensures that the AR in Social Media market remains dynamic and capable of meeting the growing demands of users and enterpri

Social Media Management and Analytics Software Market Outlook

The global Social Media Management and Analytics Software Market is projected to reach a valuation of USD 20 billion by 2032, growing at a compound annual growth rate (CAGR) of 15% during the forecast period. The significant growth factor for this market is the increasing adoption of social media platforms for business operations and the growing need for analyzing user data to make informed business decisions.

One of the primary growth factors driving the Social Media Management and Analytics Software Market is the exponential rise in social media usage across various age groups and demographics. Social media platforms like Facebook, Twitter, LinkedIn, and Instagram have become integral to both personal and professional lives. Businesses are increasingly utilizing these platforms to engage with customers, promote products, and gather valuable feedback. The ability to analyze social media interactions helps businesses understand customer preferences and behaviors, facilitating targeted marketing strategies and enhancing customer experience.

Another crucial growth factor is the technological evolution of analytics tools, which has significantly improved the capability to process vast amounts of unstructured data. Advanced technologies such as artificial intelligence (AI) and machine learning (ML) enable more accurate and insightful data analysis. These technologies help in predicting market trends, understanding customer sentiments, and optimizing marketing campaigns. The integration of AI and ML in social media management tools offers predictive analytics, which can forecast future trends based on historical data, thereby giving businesses a competitive edge.

The growing importance of brand management and reputation monitoring is also fueling market growth. In today's digital age, a brand's reputation can be significantly influenced by its online presence. Negative comments or reviews can spread rapidly, impacting customer perception and sales. Social media management tools help businesses monitor their online reputation and respond swiftly to any negative feedback. These tools provide real-time alerts and detailed analytics, enabling businesses to maintain a positive brand image and foster customer loyalty.

Regionally, North America holds the largest market share due to the high adoption rate of advanced technologies and the presence of key market players. The region's robust digital infrastructure and the inclination of businesses towards digital marketing strategies contribute significantly to the market's growth. In contrast, the Asia Pacific region is expected to witness the highest growth rate during the forecast period. The rapid digital transformation, increasing internet penetration, and the growing number of social media users in countries such as China, India, and Japan are driving the market in this region. Europe also shows substantial growth potential, with businesses increasingly investing in social media analytics to enhance customer engagement and optimize marketing efforts.

Social Media Advertising Software plays a pivotal role in the broader landscape of social media management and analytics. As businesses strive to maximize their reach and engagement on platforms like Facebook, Instagram, and Twitter, advertising software provides the tools necessary to create, manage, and optimize ad campaigns effectively. These software solutions offer features such as audience targeting, ad scheduling, and performance analytics, enabling businesses to tailor their advertising strategies to specific demographics and interests. By leveraging social media advertising software, companies can enhance their visibility, drive traffic to their websites, and ultimately increase conversions. The integration of these advertising tools with analytics platforms further allows businesses to measure the impact of their campaigns and refine their strategies for better results.

Component Analysis

The Social Media Management and Analytics Software Market by component includes software and services. The software segment holds a significant share of the market due to its essential role in managing and analyzing social media activities. These software solutions provide functionalities such as content scheduling, social listening, sentiment analysis, and reporting. Businesses utilize these tools to streamline their social media operations, ensure consistent conte

The global Social Media Real-Time Monitoring Platform market is anticipated to experience substantial growth over the forecast period of 2025-2033. In 2025, the market was valued at X million with a CAGR of XX% from 2019 to 2024. This growth is attributed to the increasing adoption of social media platforms by businesses to engage with customers, monitor brand reputation, and conduct market research. Additionally, the growing use of artificial intelligence (AI) and machine learning (ML) technologies in social media monitoring platforms is further driving market expansion. The market is segmented based on deployment type (cloud-based and on-premises), application (enterprise and individual), and region (North America, Europe, Asia Pacific, Middle East & Africa, and South America). Major market players include Hootsuite, Sprout Social, Brandwatch, Talkwalker, Synthesio, BuzzSumo, Google, and Sprinklr. The North American region is expected to hold the largest market share due to the presence of numerous technology companies and early adoption of social media monitoring solutions. Asia Pacific is projected to witness the highest growth rate during the forecast period, owing to the rapid proliferation of social media users in the region.

We've put together a list of the latest Truth Social statistics so you can see who uses the platform and whether or not Truth Social is likely to become a dominant social media network in the future.

In 2022, X (formerly Twitter) generated 4.73 billion U.S. dollars in advertising revenue. This figure is expected to drop to 2.7 billion U.S. dollars by 2027. The social platform is responsible for roughly one percent of the global ad revenue.

Social network platform in transition

Established in 2006, California-based platform X (formerly known as Twitter) ranked among the most popular social networks worldwide by number of monthly users as of late 2023. The company has undergone a profound transformation after Elon Musk's acquisition in October 2022. After the billionaire bought the platform, advertisers and marketers have closely observed every change regarding its features and policies. Due to many contradictory developments at Twitter, industry professionals have become increasingly more cautious with their investments. A prominent example was IPG - one of the world's top five advertisers - advising its customers to temporarily abstain from putting money into the platform. Another big advertiser who has also ceased ad investment in Walmart.

Social media powerhouse: Facebook

In the meantime, nearly half of the responding marketing professionals named Facebook the most important social media platform for their business. The social network giant's revenue amounted to 114 billion dollars in 2022. Although the figure was roughly 60 percent of Google's ad revenue, Meta stood further ahead of X in terms of money earned through selling ad spaces.

More than three-quarters of the Russian online population aged 16 years and older used the Telegram messenger, thus making it the most-used social media platform among those listed in the ranking. WhatsApp ranked second, with a penetration rate of nearly 74 percent, followed by VK and TikTok. Social media usage in Russia In 2024, the daily time spent on social media in Russia was recorded at roughly two hours and 20 minutes per user on average. After Facebook, Instagram, and X (formerly Twitter) were blocked in Russia at the end of February and the beginning of March 2022, a significant increase in activity was recorded on VK and Telegram. For example, the daily audience on VK increased by almost nine percent, while the number of friends requests and feed views grew by 250 percent and 25 percent, respectively. YouTube From the global perspective, YouTube ranked second after Facebook, which remained the leading social media platform with about three billion active users. The U.S.-based channel MrBeast had the highest number of subscribers on YouTube with around 343 million as of January 2025. India-based T-Series followed with 284 million subscribers as of that month.

A survey done in March 2022 found that 31% of Republican voters said they would use Truth Social often and 14% said they plan to use the platform a lot.