Staying updated with social media trends is crucial for business owners, sales professionals, marketers, and technologists. When we talk about a large social media network, it’s not always clear what we’re referring to. The term is inherently subjective and can be interpreted in several ways, each with implications for understanding a platform’s reach and influence.
Measuring “Largeness”
There’s a multitude of metrics used to assess a social media network’s size:
- Total Users: This represents the total number of accounts created on the platform, but it doesn’t necessarily reflect active engagement.
- Monthly Active Users (MAUs): A more accurate measure of a platform’s current user base, MAUs indicate how many individuals are regularly logging in and interacting.
- Daily Active Users (DAUs): An even finer-grained metric, DAUs reveal the number of users engaging with the platform daily.
- Average Time Spent Per User: This indicates how much time, on average, users dedicate to the platform, reflecting its stickiness and the depth of engagement.
- Visits Per Month: This measures the total number of times the platform is visited, potentially including multiple visits from the same users.
- Engagement Rate: This considers actions like likes, shares, comments, and clicks, providing insights into how actively users are interacting with content.
Each metric tells a different story about a platform’s size and impact. A network might have a massive number of total users, but if a significant portion is inactive, its actual reach may be smaller than it appears. Conversely, a platform with fewer users but a high engagement rate could be considered large in terms of its influence and the conversations it generates.
To truly understand what large means in social media, it’s crucial to consider the specific metric being used and the purpose of the analysis. Are we talking about the sheer number of people exposed to a platform, the intensity of user engagement, or the platform’s overall impact on culture and discourse?
By recognizing the subjectivity of large and the nuances of different metrics, we can better understand the social media landscape and each platform’s unique strengths.
Here are some highlights about the most visited social media platforms:
- YouTube: With 1.35 trillion total visits, YouTube reigns supreme in social media, appealing to a broad audience across ages and interests. Its video-centric platform has fueled significant growth, solidifying its most popular social media network position.
- Facebook continues to reign as the most visited popular social media platform, with an impressive 3.06 billion monthly active users. However, short-form video content platforms and messenger applications are experiencing significant growth and are worth watching closely.
- X: Amassing 309.3 million total visits, X’s (formerly Twitter) microblogging format attracts news enthusiasts, journalists, public figures, and a substantially younger demographic. Its real-time nature and emphasis on short-form content contribute to its distinct appeal.pen_spark
- Instagram: Boasting 112.9 billion total visits, Instagram’s visual-first platform has captured the attention of younger generations, content creators, and influencers. Its emphasis on aesthetics, storytelling, and community building has fueled its popularity.
- LinkedIn: Achieving 31.3 billion total visits, LinkedIn remains the go-to platform for professionals, job seekers, and businesses. Its emphasis on networking, career development, and industry insights has established its niche in the social media landscape.
- Telegram, a freemium instant messaging application that prioritizes security and encryption, has seen a staggering 400% increase in search growth over the past five years. With 900 million monthly active users, it provides an ad-free experience and allows users to share large media files and create groups of up to 200,000 members.
- TikTok, a short-form video social media network, has experienced a meteoric rise with a 1,650% increase in search growth over the past five years. Its highly personalized “For You” feed sets it apart from many popular social media sites, enabling users to go viral without a massive following.
- Twitch: Garnering 20.5 billion total visits, Twitch’s live streaming platform caters to gamers, esports enthusiasts, and viewers seeking interactive content. Its community-driven nature, focus on real-time engagement, and rise of esports have contributed to its growth.
- Xiaohongshu, also known as RED, is a Chinese social media and e-commerce platform that combines the features of Instagram, Pinterest, and Amazon into one platform. It has seen a 1,900% increase in search growth over the past five years, demonstrating its growing popularity.
- Discord, a communication platform for creating communities and groups for gaming, education, or any other topic, has experienced a 155% increase in search growth over the past five years. Notably, the company turned down a $10 billion acquisition offer from Microsoft in 2021.
- WhatsApp, now part of Meta, is a messaging app that allows users to send text messages and voice messages, make voice and video calls, and share media with other users. With an 182% increase in search growth over the past five years, WhatsApp’s commitment to end-to-end encryption and user privacy controls is clearly resonating with users.
- Reddit, a social news and discussion platform, has seen a 108% increase in search growth over the past five years. Its focus on creating authentic human connections online has helped it amass 430 million monthly active users.
- Douyin, a social media app for creating and sharing short videos, has experienced a 1,011% increase in search growth over the past five years. Owned and operated by ByteDance, the same company that created TikTok, it’s popular in China and other Asian countries.
- Quora: Attracting 19.0 billion total visits, Quora’s question-and-answer format appeals to users seeking knowledge, sharing expertise, and engaging in thoughtful discussions. Its diverse range of topics and emphasis on informed answers have garnered a dedicated following.
As we move forward in 2024, it’s clear that short-form video content and messaging apps are the future of social media. Big brands like Facebook, Instagram, and YouTube have already pivoted to this format to keep users engaged.
| Ranking | Social Media Network | Monthly Active Users (MAUs) | Monthly Organic Traffic |
|---|---|---|---|
| 1 | 3.06 billion | 14,200,000,000 | |
| 2 | YouTube | 2.70 billion | 94,600,000,000 |
| 3 | 2.40 billion | 3,600,000,000 | |
| 4 | 2.35 billion | 6,700,000,000 | |
| 5 | TikTok | 1.67 billion | 2,900,000,000 |
| 6 | 1.31 billion | 5,500,000 | |
| 7 | Messenger | 1.10 billion | 278,600,000 |
| 8 | Telegram | 900 million | 552,900,000 |
| 9 | Viber | 820 million | 17,800,000 |
| 10 | Snapchat | 800 million | 202,600,000 |
| 11 | Douyin | 752 million | 182,400,000 |
| 12 | Baidu | 676 million | 1,500,000,000 |
| 13 | Qzone | 615 million | 424,500,000 |
| 14 | Spotify | 602 million | 755,100,000 |
| 15 | X (Twitter) | 600 million | 5,900,000,000 |
| 16 | Sina Weibo | 588 million | 131,600,000 |
| 17 | 518 million | 955,800,000 | |
| 18 | 430 million | 5,200,000,000 | |
| 19 | Kuaishou | 370 million | 8,700,000 |
| 20 | Bilibili | 336 million | 977,800,000 |
| 21 | Microsoft Teams | 320 million | 1,800,000,000 |
| 22 | 310 million | 1,700,000,000 | |
| 23 | Quora | 305 million | 1,300,000,000 |
| 24 | Vimeo | 260 million | 93,000,000 |
| 25 | Line | 230 million | 312,400,000 |
| 26 | Xiaohongshu | 200 million | 62,600,000 |
| 27 | Discord | 200 million | 991,800,000 |
| 28 | ShareChat | 180 million | 13,600,000 |
| 29 | Josh | 151 million | 382,300 |
| 30 | Threads | 150 million | 83,100,000 |
| 31 | Twitch | 140 million | 1,900,000,000 |
| 32 | Tumblr | 135 million | 234,200,000 |
| 33 | Medium | 100 million | 219,400,000 |
| 34 | VK (Vkontakte) | 80 million | 1,400,000,000 |
| 35 | Rumble | 50 million | 96,200,000 |
