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Before launching your social media marketing strategy for your e-commerce business, it’s crucial to understand the role of social media. Given the growing number of social media users today, you should direct your marketing efforts towards platforms where the majority of your target audience is most active. Start by identifying which social media platform boasts the largest user base.
Social media rankings: key takeaways
- As of July 2024, Facebook holds the title of the most popular social media platform worldwide, boasting almost 3.1 billion users.
- Meta controls four of the top 10 most popular social media platforms: Facebook, Instagram, WhatsApp, and Messenger.
Most popular social media platforms (2024): ranked by number of users
| 10 most popular social media platforms | No. of global users (as of July 2024) |
| 1. Facebook | 3,070 million |
| 2. YouTube | 2,500 million |
| 3. WhatsApp | 2,000 million |
| 4. Instagram | 2,000 million |
| 5. TikTok | 1,600 million |
| 6. WeChat | 1,360 million |
| 7. Facebook Messenger | 977 million |
| 8. Telegram | 900 million |
| 9. Snapchat | 800 million |
| 10. Douyin | 755 million |
1. Facebook (3.07 billion users)
Recent data shows that Facebook continues to lead as the top global social media platform, with approximately 3.07 billion active users. This means that nearly three out of every five of the world’s estimated 5.17 billion social media users are active on Facebook.
Given its vast reach and diverse user base, Facebook is an essential platform for marketers. With users spending an average of 19 hours and 27 minutes per month on the app, it stands out as one of the most engaging social media platforms.
Why it stands out:
- Wide reach across diverse demographics
- Powerful advertising tools and analytics
- Effortless integration with other Meta platforms, such as Instagram and WhatsApp
2. YouTube (2.5 billion users)
YouTube dominates the video content landscape, boasting 2.5 billion users. It’s not just a platform for watching videos; it has become a significant space for product discovery. With users watching a staggering billion hours of video every day, YouTube presents vast opportunities for both content creators and brands.
Why it stands out:
- Strong user engagement with extended watch times.
- Significant impact on purchasing decisions through advertisements and product reviews.
- A wide variety of visual content that appeals to all interests.
3. WhatsApp (2 billion users)
With 2 billion users, WhatsApp is one of the leading messaging apps worldwide and holds the position of the third-most-popular social media platform in 2024. While primarily used for personal messaging, it is rapidly becoming a powerful tool for business communication through WhatsApp Business.
Why it stands out:
- High user interaction and daily activity
- Private communication with end-to-end encryption
- Increasing adoption for customer service and business communication
4. Instagram (2 billion users)
Instagram holds the fourth spot among the top social media platforms, boasting 2 billion users and specializing in photo and video sharing. This visually focused app is a must for influencers and brands looking to display their products and engage with a younger audience.
Why it stands out:
- Powerful visual appeal and aesthetic-driven content
- Extremely effective for influencer marketing
- Variety of content formats, including posts, stories, reels, and IGTV.
5. TikTok (1.6 billion users)
Since its debut in 2017, TikTok has quickly risen to become one of the top five social media platforms, boasting 1.6 billion users. Renowned for its short-form videos, TikTok enjoys immense popularity among younger audiences. Its distinctive algorithm is key to helping content go viral, establishing the platform as a hub for trends and creative expression.
Why it stands out:
- High potential for virality and engagement
- Favored by Gen Z and Millennials
- Creative ad formats and branded challenges
6. WeChat (1.36 billion users)
WeChat, with 1.36 billion users, is immensely popular, particularly in China. This all-encompassing app combines messaging, social media, and mobile payment features, making it a crucial part of daily life for countless users.
The six social media platforms listed above are the only ones with over one billion users globally.
Why it stands out:
- All-in-one app offering a variety of services.
- Crucial for businesses aiming at the Chinese market.
- Seamless integration with e-commerce and payment systems.
7. Facebook Messenger (977 million users)
Facebook Messenger, also owned by Meta, holds the seventh spot among the most popular social media platforms, boasting 977 million users. Much like WhatsApp, it is widely used for personal conversations and is increasingly being utilized for business purposes, thanks to features like chatbots for customer engagement.
Why it stands out:
- Smooth integration with Facebook
- An effective tool for customer service and automated replies
- Wide reach and strong user engagement
8. Telegram (900 million users)
Telegram, with 900 million users, is a highly popular messaging app in the U.S., known for its robust privacy features and advanced messaging capabilities. It’s widely used for personal and group chats as well as for broadcasting messages to large audiences.
Why it stands out:
- Emphasis on privacy and security
- A wide range of messaging features, including channels and bots
- Expanding user base with strong engagement levels
9. Snapchat (800 million users)
Snapchat’s distinctive disappearing content format has drawn 800 million users, with a particular appeal to younger audiences. Features like Stories and AR filters offer fun, creative ways for both users and brands to interact and engage.
Why it stands out:
- Favored by younger demographics, Snapchat enjoys significant popularity.
- Cutting-edge AR features and engaging interactive filters enhance the user experience on Snapchat.
- Significant opportunities for innovative marketing campaigns exist on Snapchat.
10. Douyin (755 million users)
Douyin, the Chinese counterpart of TikTok, secures a spot in the top 10 social media platforms of 2024, with 755 million users. Like TikTok, it offers short-form video content, but is tailored for the Chinese market, featuring integrations with local e-commerce and payment systems.
Why it stands out:
- Strong engagement with short-form video content drives its popularity.
- Seamlessly integrated with Chinese e-commerce platforms, enhancing user experience.
- Strong impact on consumer behavior in China, shaping purchasing decisions.
Conclusion
As of 2024, the social media landscape is shaped by a few dominant platforms that cater to diverse user preferences. Facebook leads the pack, followed by popular networks like YouTube, WhatsApp, and Instagram. These platforms offer a variety of opportunities for personal connections, content sharing, and business engagement.
Emerging platforms such as TikTok and Douyin highlight the increasing demand for short-form video content, while messaging apps like Messenger and Telegram emphasize the value of private communication. Together, these top 10 platforms reflect evolving user preferences and will continue to shape the future of social media interactions globally.
