Which social platforms are trending in 2025? This article ranks Facebook, Instagram, TikTok, and other leading platforms with their latest user trends, analyzing functional evolutions and market dynamics to help you grasp global social media developments. Whether for personal use or brand marketing, you’ll find actionable insights.
Preface
In today’s digital era, social media has become a crucial channel for individual bloggers, business brands, and cross-border e-commerce to acquire traffic. Whether for content promotion, building fan communities, or commercial monetization, leveraging global mainstream social platforms is indispensable.
However, with numerous social media platforms available, how does one choose the most suitable one? Which platforms cover broader audiences? Which are better suited for short videos, graphic content, or professional materials?
Global Mainstream Social Platforms
From established giants like Facebook and X (Twitter) to emerging platforms such as TikTok and Telegram, there are over 20 active social platforms worldwide. Each platform features distinct user demographics, algorithm rules, and content formats. Understanding these characteristics not only helps bloggers and businesses precisely reach target audiences but also optimizes content strategies to enhance engagement.
This article will analyze 20 leading global social media platforms, highlighting their core strengths and use cases to help you gain a competitive edge in the traffic race! These platforms boast extensive global user bases and support diverse functions beyond basic social interactions, including live streaming, video, and instant messaging.
1.Facebook
Founded in 2004 by Mark Zuckerberg and his Harvard classmates, Facebook was initially named “TheFacebook” before being renamed in 2005. Now operating as the core social product under Meta Platforms, it independently boasts approximately 306.5 million monthly active users, reaching nearly 40% of the global internet population. In Q1 2025, the Meta brand generated total revenue of US$42 billion, marking a 16% year-on-year increase, with Facebook continuing to contribute the majority of advertising income. Leveraging its massive user base and precision ad-targeting capabilities, Facebook remains a vital platform for brand outreach and community building.
Key Features of Facebook
✓Massive User Base
Boasting a colossal user foundation with exceptionally broad advertising reach and coverage.
✓Mature Advertising Ecosystem
Leveraging AI tools like Advantage Plus to simplify ad creation and optimization, supporting rich targeting capabilities and performance tracking.
✓Robust Community Features
Groups and Events modules empower interest-based communities and offline activity organization, enhancing user stickiness and interactive engagement.
✓Diverse Content Formats
Supports short videos, live streaming, Reels, and Stories, seamlessly integrating with Instagram and WhatsApp to diversify brand communication channels.
✓Continuous Innovation-Driven
Actively investing in R&D for AI, human-computer interaction, and the metaverse to maintain product competitiveness.
✓Extensive Third-Party Integration
Enables rapid integration with platforms like Shopify, Spotify, and WordPress, expanding e-commerce, content, and application ecosystems.
2. Youtube
As the world’s leading online video-sharing and social platform, YouTube has rapidly evolved since its 2005 founding into a content giant with over 2.7 billion monthly active users (watching >1 billion hours of video daily) – some reports even indicate a 3.5 billion user reach. With diversified product formats and business models, it is deeply integrated into the Google/Alphabet ecosystem, continuously driving digital video innovation and monetization while grappling with challenges like copyright management and content moderation.
Key Features of YouTube
Massive User Base & Coverage
Global monthly active users ranging from 2.7 to 3.5 billion, providing unprecedented reach for content creators and advertisers.
Diverse Content Formats
Supports long-form videos, Shorts, live streaming, live commerce, and premium membership content to fulfill varied creation and consumption scenarios.
Mature Monetization Ecosystem
Rich advertising products and creator partner programs ensure stable revenue streams.
Advanced Recommendation Algorithm
Machine learning-powered personalized recommendations significantly enhance user engagement and watch time.
Deep Google Ecosystem Integration
Seamless interoperability with Google Ads, Analytics, Search, and Android services streamlines promotion and operations.
Brand & Community Functions
Channel subscriptions, Community posts, and membership-based communities deepen creator-fan interactions and boost user loyalty.
3.Whatsapp
WhatsApp was founded by Jan Koum and Brian Acton in 2009. It joined Facebook in 2014 and still operates independently, committed to providing fast and reliable communication services around the world. As of May 2025, WhatsApp’s monthly active users have exceeded 3 billion, and the number of users is expected to reach 3.2 billion in 2025, covering more than 180 countries and regions, ranking first among the world’s most popular instant messaging platforms. Its core functions include text messaging, voice and video calls, group chats, and multimedia file sharing. All communications are enabled by default with end-to-end encryption to ensure user privacy and data security.
Features of WhatsApp
√ End to end encryption
All messages and calls are encrypted end-to-end, and no third party can decrypt the content, greatly enhancing privacy and security.
√ Large user base
With over 3 billion monthly active users, it is easy to stay in touch with global contacts, and the network effect is significant. The threshold for adding new friends is extremely low.
√ Free voice and video calls
Support free high-definition voice and video calls worldwide, without additional fees and at a low cost.
√ Multimedia and file sharing
It can send text, voice, images, videos, documents, and location information, with a maximum file size of 2GB at a time, meeting the needs of various scenarios.
√ Group and community functions
Support group chat with up to hundreds of people and provide administrator tools (such as message topping, announcement group sending, etc.) for organizing activities and team collaboration.
√ Cross platform multi device
In addition to mobile devices, it can also be used on web, Windows, macOS clients, and tablets for multi device synchronization and uninterrupted calls and messages.
√ Status function
Post pictures, videos, and text updates, automatically delete after 24 hours, and enhance social interaction experience by combining with trends in social circles and short videos.
√ Low data consumption
In weak network environments, call and message services can still be maintained, and optimized compression algorithms reduce data usage, making it suitable for mobile scenarios.
4.Instagram
Founded by Kevin Systrom and Mike Krieger in October 2010 , Instagram was acquired by Facebook (now Meta Platforms) for about $1 billion in 2012 and is now part of the Meta family. As of 2025 , Instagram has 2 billion monthly active users, covering more than 200 countries and regions around the world, and is one of the preferred platforms for brand marketing and content creators.
Features of Instagram
Large and diverse user base
Covering Generation Z, Millennials and all walks of life, providing extremely high brand exposure and precise delivery potential
Rich and diverse content forms
Multi-modules such as Feed, Stories, Reels, Live and Shopping are in parallel to meet the multi-scene needs of creators and brands.
Mature recommendation algorithm
Personalized recommendations based on machine learning can significantly improve user stay time and interaction rate.
Strong advertising and monetization ecosystem
Advertising products cover interstitial, native, Reels advertising, etc., and creators can obtain stable returns through the Partner Program.
Deep integration of e-commerce functions
Shopping function supports the integration of tags, stores and checkouts, shortening order paths and improving conversion rates.
Cross-platform ecological linkage
Seamlessly connect with Facebook, Messenger, WhatsApp, Meta Ads and Google Ads to simplify promotion and statistics processes.
Rich creator tools
Provide Insights analysis, Creator Studio, music stickers, Affiliate plans, etc. to help optimize content and diversify revenue.
Open APIs and automation
Supports integration of Graph API, Marketing API and third-party tooling, which facilitates enterprise-level batch operations and report generation.
5.Tiktok
TikTok evolved from the TikTok international version of ByteDance. It was originally launched in China in September 2016 in the form of “Douyin”. It was reshaped into TikTok in 2017, and quickly captured young users⎯ By the end of 2023, the monthly active users had reached 1.6 B⎯ and had about 117.9 M monthly active users in the United States. Advertising revenue is expected to increase from 14.15 B in 2024 to 33.1 B in 2025. The platform is known for its personalized “recommended for you” algorithm, short video creation tools and live e-commerce functions, and also faces regulatory challenges in data privacy and content review.
Features of TikTok
Super user penetration
Global 1.6 B monthly active users, with obvious network effects, and extremely high efficiency in brand exposure and user growth.
Rich media creation tools
With a variety of special effects and music libraries, creators can easily produce high-quality content and spread quickly.
Leading recommendation system
Accurate push improves user stickiness and content discovery efficiency.
Directly connected to the closed loop of e-commerce
Live streaming and Shop functions enable content to be converted, helping brands and creators to monetize.
Multi-platform linkage
Compete with Instagram, YouTube and other platforms to form ecological complementary advantages.
6.Wechat
Since its launch in 2011, WeChat has rapidly jumped to a “super application” with more than 134 million active monthly users (as of 2025), deeply integrating functions such as chat, social, payment, mini programs and public accounts, becoming the core platform for communication among Chinese and even Chinese people around the world. Its Mini Programs ecosystem has about 945 million monthly active users, and 90% of the overall users use various services. However, with the controversy of data supervision and privacy, domestic and foreign users face many challenges in user experience and compliance.
Features of WeChat
Integrated super application
Chat, social networking, e-commerce, payment and government services seamlessly integrate, reducing the cumbersomeness of switching multiple apps.
Large user base
134 million monthly active users and strong social stickiness provide huge traffic dividends for brands and developers.
Mini Programs Eco
9.45 million active users continue to use a variety of micro applications to help online and offline business traffic and conversion.
Convenient mobile payment
WeChat Pay covers financial payments and life payments, integrates social and economic activities, and improves user experience.
Strong operational support
There are complete public accounts, corporate WeChat and advertising tools to meet marketing, customer service and internal management needs.
Multi-terminal synchronization
Mobile phone, Web, PC and enterprise version data are synchronized in real time to ensure that communication and office work are not interrupted.
Highly customized
Open API and rich SDK, support deep integration and secondary development, suitable for various industry scenarios.
Enrich social gameplay
Enhance user interaction and retention through friends circles, emoticons, mini games, live broadcasts, etc.
7.Viber
Viber was launched by Viber Media in 2010 and focuses on cross-platform free communication services. It was renamed Rakuten Viber after being acquired by Japanese e-commerce giant Rakuten in 2014. End-to-end encryption is enabled by default for all its personal chats, groups and calls to ensure the privacy of user conversation content. Viber supports iOS, Android, Windows, macOS, and Linux and serves commercial scenarios through official APIs and batch management tools.
Features of Viber
Full encryption protection
Default end-to-end encryption, enhancing privacy and security.
High-quality calls
HD voice and video, clear and stable call.
Free cross-border communication
Under network coverage, no additional charges.
Active community ecology
Support public communities that are brand and interest communities.
Rich performance tools
Thousands of stickers, GIFs and custom stickers packs.
Flexible platform support
Covering mainstream desktop and mobile systems, and can log in multiple terminals.
8.LinkedIn
LinkedIn was founded in May 2003 by Reid Hoffman, Allen Blue and others in Mountain View, California, USA, and is committed to building the world’s largest professional social network. In June 2016, Microsoft acquired LinkedIn for approximately US$26.2 billion, making it one of Microsoft 365’s core businesses. As of January 2025 , LinkedIn has more than 110 million registered members, covering more than 200 countries and regions, with approximately 310 million monthly active users . In fiscal 2024 , LinkedIn achieved revenue of approximately US$1.62 billion in Microsoft’s “Performance and Business Process” sector, an increase of approximately 9% year-on-year .
Features of LinkedIn
Clear professional positioning
Focus on professional social and B2B scenarios, with clear user intentions and high matching.
Large and high-quality network of people
110 million registered members and 310 million monthly active users, providing strong support for job recruitment and industry network expansion.
Precise marketing and recruitment
Rich targeted options (job, industry, company size, etc.) and advanced recruitment tools help companies quickly acquire target groups.
Integrated learning ecosystem
LinkedIn Learning seamlessly integrates with the main site to promote professional skills improvement and certificate display.
Rich data insights
Fine analysis reports can be obtained for content, advertising and recruitment activities to support decision-making optimization.
Multilingual and globalization
The platform supports 24+ languages and is deeply deployed in markets such as India, Europe, and North America.
9.Line
LINE is an instant messaging application developed by the South Korean Naver Group and now operated by LY Corporation. Since its launch in 2011, it has become a mainstream social platform in Japan, Thailand, Taiwan and Indonesia.As of August 2024, LINE had 97 million monthly active users in Japan, covering about 78% of the total population of Japan.In Thailand, LINE is also among the most popular communication applications.Its feature is the integration of communication, payment, content and social functions into one, becoming a typical “super application” in Asia.
Features of Line
High localization
It is deeply in line with the habits of users in Japan and Southeast Asian markets, and its functional design is close to local needs.
Rich features
Integrate communication, payment, content, social functions and other functions, making users sticky.
Stickers and Character Culture
The original character “LINE Friends” is deeply rooted in people’s hearts and the map ecology is active.
Enterprise Marketing Platform
Provide official accounts, advertising and other tools to help brand promotion.
Highly safe
Supports end-to-end encryption to protect user privacy.
Multilingual support
Provides 17 language interfaces to adapt to diverse user groups.
Perfect content ecology
It has a content platform such as news, videos, comics, etc. to enrich user experience.
Convenient payment function
LINE Pay supports multiple payment scenarios to increase user usage frequency.
User-friendly
The interface design is simple, the operation process is clear, and it is easy to get started.
Strong community interaction
Supports various interactive forms such as groups and official accounts to enhance user participation.
10.Telegram
Telegram is an instant messaging app founded in 2013 by Russian entrepreneur Pavel Durov. As of the beginning of 2025, Telegram’s monthly active users had exceeded 1 billion, becoming the eighth largest social platform in the world. The app is favored by users around the world for its powerful grouping functions, flexible privacy settings and cross-platform synchronization capabilities.
Features of Telegram
Large user base
There are more than 1 billion monthly active users worldwide, covering a wide range of user groups.
Powerful group and channel functions
Supports large-scale groups and channels, suitable for community management and content dissemination.
Robot ecology is active
Developers can create robots with multiple functions to expand application scenarios.
Multi-platform support
There are native applications on multiple operating systems, which are easy to use.
Flexible privacy settings
Users can customize privacy settings, such as hiding phone numbers, setting message self-destruction, etc.
Rich multimedia features
Supports multiple media formats, built-in editing tools to improve user experience.
Cloud storage
Chat history and media files are saved in the cloud for easy access and backup.
Open API
Provides rich API interfaces and supports third-party application and service integration.
Simple interface
The user interface design is intuitive and easy to use.
Free to use
Most of the features are available for free and cost-effective.
