In 2024, approximately 63.7% of the global population are active social media users, dedicating an average of 2 hours and 23 minutes to social media platforms each day. Furthermore, it is projected that by 2028, the total number of social media users will surpass 6.05 billion. Consequently, social media channels are no longer an option but a necessity for brand marketing. However, with the overwhelming number of social media platforms available today, selecting the right one for your brand is not an easy task, and monthly active users are one of the most critical metrics to consider.
As of April 2024, here's a look at the most popular social networks worldwide, ranked by monthly active users:
| Rank | Platform | MAU(in millions) |
|---|---|---|
| 1 | 3065 | |
| 2 | YouTube | 2504 |
| 3 | 2000 | |
| 4 | 2000 | |
| 5 | TikTok | 1582 |
| 6 | 1343 | |
| 7 | Facebook Messenger | 1010 |
| 8 | Telegram | 900 |
| 9 | Snapchat | 800 |
| 10 | Douyin | 755 |
Facebook, one of the pioneering social media platforms founded in 2004, became the first platform to surpass 3 billion monthly active users in January 2024. Despite not having a competitive edge in short video content, a significant 19% of American shoppers start their product searches on Facebook, which underscores its advantage in brand marketing.
It's worth noting that Facebook is perceived as becoming disconnected from younger generations, and this world-leading social network is actively working to attract and retain this demographic.In 2022, 32% of US users aged 13-17 used Facebook, down from 71% in 2015.
YouTube
YouTube boasts 250 million monthly active users and, as a video-sharing platform, is highly suitable for sharing content across various industries such as automotive, education, and gaming. Thanks to the richness of video content, the average viewing time on YouTube exceeds 20 minutes.
Additionally, YouTube is heavily reliant on professional content creators to produce content. You can collaborate with creators to produce content or directly upload your own product demonstrations and services.
Instagram was founded in 2009 by former Google employee Kevin Systrom. In just three years, by April 2012, the platform had grown to 35 million users. Primarily focused on sharing stylized photos and videos, Instagram attracted a significant number of new users, reaching the milestone of 500 million users by June 2016.
Instagram is also a highly popular social media platform for B2C marketing, with over 70% of U.S. businesses actively utilizing it as a marketing channel. Additionally, 35% of U.S. consumers report that they will contact a company's Instagram account when they need assistance or wish to report an issue.
Established in February 2009, WhatsApp rapidly amassed a substantial user base. In the following year, Google proposed multiple acquisitions to WhatsApp, all of which were declined. On February 19, 2014, Facebook, Inc. (now Meta Platforms) acquired WhatsApp for $19 billion, a year after its venture capital funding. Mark Zuckerberg noted that WhatsApp had reached 450 million users at a pace unmatched by any other web service, and it had become so engaging that 72% of its users were active daily. By August of that year, the platform boasted over 600 million users.
TikTok
TikTok, launched in September 2016 by the Chinese technology company ByteDance, has rapidly evolved into a global phenomenon. Initially known as Douyin in China, TikTok is a social media app that allows users to create and share short-form videos set to music.TikTok's content is characterized by its brevity and creativity. Videos typically range from 15 to 60 seconds long, allowing users to quickly consume and engage with a variety of content. It has become particularly popular among younger audiences for its engaging and creative content.
TikTok's user base has experienced exponential growth since its inception. By leveraging a simple interface, a robust algorithm for content discovery, and a focus on mobile optimization, TikTok has managed to attract millions of users worldwide. As of 2024, TikTok boasts over 1.5 billion monthly active users, making it one of the fastest-growing social media platforms in history. The app has particularly excelled in capturing the attention of Generation Z, with a significant portion of its user base being between the ages of 16 and 24.
WeChat, launched by Tencent in 2011, has become a ubiquitous messaging and social media platform in China and beyond. Initially a messaging app, WeChat has expanded to include features like payments, social media sharing, and mini-programs, making it a comprehensive digital ecosystem. Users engage with text messages, voice calls, and video chats. The "Moments" feature allows sharing of personal updates and photos, similar to a social network. WeChat also supports official accounts for businesses and influencers, which often post articles, promotions, and interactive content. Mini-programs within WeChat offer additional services, from games to e-commerce, without leaving the app.
As of 2024, WeChat boasts an impressive user base exceeding one billion monthly active users. Known for its user-friendly design and adaptability, WeChat has become an essential tool for both personal conversations and business interactions in China. Moreover, its global footprint is steadily expanding.
Facebook Messenger
Facebook Messenger, launched in 2011 as a standalone messaging app by Facebook, has become a popular platform for instant communication. It allows users to send messages, photos, videos, and even make voice and video calls. With end-to-end encryption in its "Secret Conversation" feature, Messenger prioritizes privacy and security. It also integrates with Facebook's social media platform, allowing users to interact seamlessly across both services.
As of 2024, Messenger continues to evolve, offering a suite of tools for businesses to connect with customers, including chatbots for automated responses and a platform for customer service. Its content style is casual and interactive, with a focus on visual communication and real-time engagement. Messenger's user-friendly interface and continuous updates make it a go-to app for staying connected with friends, family, and businesses worldwide.
Telegram
Telegram is a secure messaging app launched in 2013, emphasizing speed and privacy. It supports sending messages, photos, videos, and files without size limits. Telegram offers group chats for up to 200,000 members and channels for broadcasting to unlimited subscribers. Notable for its "Secret Chats" with end-to-end encryption and self-destructing messages, Telegram ensures secure communication. It also features bots for automation and the @telegraph bot for publishing articles. As of 2024, Telegram continues to enhance its privacy settings, chat search, and media sharing capabilities, solidifying its position as a top choice for secure and efficient global communication.
Snapchat
Snapchat, founded in 2011, is a photo- and video-sharing platform that specializes in disappearing messages. Users send "Snaps" that vanish after being viewed, fostering a sense of immediacy and spontaneity. The app also features "Stories," which compile snaps into a 24-hour montage viewable by followers.
Snapchat has evolved to include video calls, chat, and augmented reality lenses that can transform users' appearances in photos and videos. The platform's "Discover" section offers content from media partners, while "Spotlight" highlights user-generated short videos.
With a focus on creativity and privacy, Snapchat's content style is playful and visual, appealing to a younger audience. It remains a popular choice for social interaction and self-expression in the digital age.
Douyin
Douyin, launched in 2016 by ByteDance, is China's leading short video platform with 755 million monthly active users in 2024. It quickly rose to popularity, reaching 100 million users in the same year and introducing the slogan "Record the Good Life" in 2018. By July 2018, it had over 500 million monthly active users. Douyin's content ecosystem and algorithmic recommendations keep users engaged for over 7 hours monthly, offering entertainment, shopping, ticket purchases, learning, and more. It collaborates with celebrities, making it a hub for daily life and entertainment, separate from its international version, TikTok.
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