Back in 2021, we shared a blog post showcasing the most popular social networks of the time, emphasizing the remarkable evolution of the social media landscape since its inception. Fast forward just three years, and the transformation has been nothing short of extraordinary.

Twitter has rebranded as X, TikTok remains at the center of political debates over potential bans, and platform growth continues at a staggering pace.

In 2025, it’s clear that social media’s influence has only deepened, reshaping how we connect, communicate, and consume content. Join us as we explore the most popular social networks today and uncover the ongoing shifts defining the digital landscape.

The Most Popular Social Media Platforms in 2025

With over 178.2 million monthly active users, Facebook continues to dominate the US social media landscape. However, it faces strong competition from Instagram (143.2 million MAU in the United States) and TikTok (112.4 million users). Other platforms like Snapchat (92.8 million users), Pinterest (85.4 million), and LinkedIn (80.7 million) are also carving out significant niches.

X/Twitter (53.8 million users) is now behind Reddit (60.8 million users) and Threads (41.7 million users) has moved within striking distance. Recent reports at the end of 2024, show that X competitor Bluesky has grown rapidly and now has 21 million users, although that appears to be a global figure while our other data is US only.

Key Takeaway:

It’s not just about total users; each platform appeals to distinct demographics. For brands, knowing where your target audience is most active ensures your efforts are focused on the right places. Facebook remains the broadest-reaching platform, while TikTok and Instagram attract younger, more visually oriented users. LinkedIn, meanwhile, is essential for professional and B2B connections.

Understanding Social Media Users by Age

Age demographics play a crucial role in shaping social media strategies. The largest group of users in the US is 25-34-year-olds, with 44.7 million monthly active users. They’re followed by:

• • 35-44-year-olds: 40.9 million
  • 18-24-year-olds: 29.1 million
  • 45-54-year-olds: 33.9 million
  • 55-64-year-olds: 28.3 million
  • 65+ year-olds: 29.9 million

Key Takeaway:

If your target audience skews younger, platforms like TikTok and Instagram are essential. However, Facebook’s stronghold with older audiences, including the 65+ demographic, makes it invaluable for brands aiming to connect with these age groups.

Some outdated thinking suggests that social media is for teenagers, but you can see in the chart above how the 25-34 audience (at 44.7 million users in the US) dwarfs the 12-17 audience (at 18.8 million users).

Social Media Usage by Gender

Regarding gender, there are 120.7 million female users and 111.4 million male users in the US. While this may seem like a small gap, understanding platform-specific gender trends is crucial. For instance, Pinterest continues to appeal heavily to women, while Reddit skews male.

Key Takeaway:

Brands should tailor their campaigns to reflect the gender composition of their audience. Visual platforms like Pinterest and Instagram resonate more with female users, while Reddit or Twitter may offer better engagement opportunities for male audiences.

Where Small-Business Decision Makers Are Spending Their Time

For brands focused on B2B marketing, knowing where decision-makers spend their time is vital. According to the data, 84% of SMB decision-makers use Facebook for business, followed by:

• • Instagram: 67%
  • LinkedIn: 64%
  • YouTube: 64%
  • TikTok: 57%

Key Takeaway:

While LinkedIn is the go-to platform for professional networking, the fact that a majority of decision-makers also use Facebook and Instagram suggests opportunities for more casual, approachable content that builds trust and familiarity.

Social Shopping Trends: Where Purchases Are Happening

In 2024, 60.9% of social shoppers made purchases through Facebook, solidifying its role as a leader in social commerce. TikTok (35.5%) and Instagram (34.3%) are also key players in driving sales, with YouTube (26.4%) and Pinterest (13.5%) trailing behind.

Key Takeaway:

For B2C brands, these stats underscore the importance of using social platforms as shopping hubs. Facebook offers unmatched reach for social commerce, but the rapid growth of TikTok and Instagram in this space highlights the importance of visually appealing, influencer-driven content.

How to Leverage These Insights for Your Brand

1. 1. Choose Platforms Strategically: Analyze where your target audience spends the most time. For example, B2B brands should prioritize LinkedIn, while B2C brands can benefit from leveraging Instagram and TikTok.

   2. Facebook Continues to Lead: While many marketers feel that Facebook is no longer the place to be, it still leads in all the major categories above. While usage among young people is significantly less than older demos, overall usage is strong.

   3. Explore Social Commerce: With platforms like Facebook, Instagram, and TikTok driving purchases, consider if social commerce should be part of your brand’s strategy. If so, ensure your brand’s storefront is optimized for seamless shopping experiences.

   4. Create Age-Specific Content: Platforms like TikTok cater to younger demographics, while Facebook and LinkedIn attract older, professional audiences. Tailor your tone and strategy accordingly.

   5. Consider Gender Dynamics: Platforms like Pinterest appeal to predominantly female audiences, while Reddit and Twitter may better engage male users.

   6. Engage Decision-Makers: SMB decision-makers are active across multiple platforms, presenting opportunities to build connections and promote services.

Social media constantly evolves, and staying informed about the latest trends is essential for crafting effective strategies. Whether you’re focused on B2C sales, B2B connections, or growing brand awareness, understanding platform usage, demographics, and shopping behaviors will guide your efforts in 2025.