As the saying goes, the only constant is change. Social platforms evolve continuously, and user habits change just as quickly. Although every business is different, companies and personal brands assessing their digital presence often ask which social networks are used the most.
Which network is the best place to showcase my products or services? Many companies look first at the popularity of each app, but a large audience does not guarantee good results. Before choosing a platform, it is important to clarify the objective: raising brand awareness, building a community, supporting customers, generating business opportunities or selling.
This article reviews the most widespread social platforms and explains what each one is, how it has evolved and what it can be used for. The aim is not to argue that every company should be present on all of them, but to help businesses choose the platforms that best match their audience and resources. If you need to turn that choice into a content, community and measurement plan, see how to create a social media content plan.
Índice de contenidos
There is no single ranking that applies to every audience. Registered users, active users, reach and frequency of use are different metrics. The importance of each platform also varies according to age, country and the reason people use it.
The most widespread platforms include Facebook, Instagram, YouTube, TikTok and WhatsApp. LinkedIn occupies a distinct position in the professional sphere. X remains closely associated with public conversation and current affairs, Pinterest is primarily used to find and save ideas, and Snapchat focuses on visual communication. Twitch has a distinct role in live streaming communities. The most popular network among the general population is not necessarily the best platform for every target audience.
| Platform | Main characteristic | Common business uses |
|---|---|---|
| Communities and adult audiences | Groups, events, customer service, content and advertising | |
| Visual content and short-form video | Branding, products, communities and creator partnerships | |
| YouTube | Video, search and evergreen content | Tutorials, education, demonstrations and advertising |
| TikTok | Discovery and fast-consumption video | Reach, trends, creators and product discovery |
| Messaging and direct communication | Customer service, enquiries, notifications and sales conversations | |
| Professional environment | B2B, recruitment, reputation and lead generation | |
| X | Real-time public conversation | News, events, customer service and trend monitoring |
| Visual discovery and planning | Inspiration, traffic, ecommerce and catalogues | |
| Snapchat | Ephemeral content and augmented reality | Young audiences, experiences and creative campaigns |
| Twitch | Live streaming and communities | Streamer partnerships, sponsorships, demonstrations and events |
Definition. Facebook is a social network that connects people, organisations and companies through profiles, pages, groups and shared content. Users can publish text, images and videos, hold conversations, organise events, broadcast live and buy or sell items through Marketplace. Pages and advertising tools account for a significant part of its business use.
Brief history. Facebook began in 2004 as a university project launched by Mark Zuckerberg and other Harvard students. In 2006, it opened to a wider audience and introduced the News Feed, transforming the way users discovered content. It subsequently added pages, apps, live video, Marketplace and other services. In 2021, the parent company changed its name to Meta, although the social network retained the Facebook brand.
What it is used for. Facebook allows users to stay in touch, participate in communities, follow pages, discover events and share content. For businesses, it remains useful for reaching adult audiences, managing groups, answering enquiries and running advertising campaigns. It can also support local businesses through contact information, recommendations, events and communities. Its effectiveness depends less on broad organic reach than on the quality of the community, targeting and integration with other channels.
Definition. Instagram is a social platform centred on photographs and videos. Users can publish content on their profile, share temporary Stories, create Reels, broadcast live and communicate through private messages. Hashtags, locations and system recommendations help people discover posts and accounts beyond those they already follow.
Brief history. Kevin Systrom and Mike Krieger launched Instagram in 2010. Facebook acquired the platform in 2012. Over time, it expanded beyond photography by adding video, private messaging, Stories in 2016 and Reels in 2020. Long-form video features that were grouped under IGTV for a period were eventually integrated into the main app.
What it is used for. Instagram enables users to share visual content, follow their interests and engage with people, creators and brands. For businesses, it serves as a showcase, community channel and discovery tool. Profile posts provide context and continuity; Stories support everyday communication; Reels extend reach through short-form video; and private messages facilitate customer service and sales conversations. Its usefulness depends on having visual resources, a recognisable proposition and a sustainable publishing frequency.
YouTube
Definition. YouTube is a platform for publishing, watching and sharing videos. Registration is not required to watch most content, while an account enables users to create channels, upload videos, comment, indicate preferences and subscribe. YouTube combines the characteristics of a social network, an audiovisual platform and a search engine.
Brief history. YouTube was founded in 2005 by former PayPal employees. In 2006, Google acquired the company for $1.65 billion in shares. It subsequently expanded its international reach, advertising options and creator tools. In 2020, YouTube began rolling out YouTube Shorts, its short-form mobile video format.
What it is used for. People use YouTube for entertainment, learning, news, music, live broadcasts and answers to questions through tutorials and demonstrations. For brands, it offers a way to explain complex products, educate audiences and build trust. A video that responds well to a search query can continue attracting views long after publication. YouTube also provides advertising and monetisation opportunities for creators, although channel performance depends on content quality, retention and consistency.
TikTok
Definition. TikTok is a video platform designed around content discovery. Although it became popular for short videos, music, dance and challenges, it now brings together entertainment, information, tutorials, live broadcasts, trends and content from brands and creators. Its recommendation system allows a post to reach people who do not yet follow the account.
Brief history. ByteDance launched Douyin in China in 2016 and began TikTok’s international expansion in 2017. In 2018, TikTok and Musical.ly merged their platforms and communities under the TikTok name, a decisive step in its global growth. The app has since introduced more editing, advertising, live streaming and commerce tools.
What it is used for. TikTok is used to discover trends, learn through short content, follow creators and participate in popular topics. In marketing, it can help increase brand visibility, showcase products and support creator partnerships. Not every company needs an account. Success on the platform requires video created for its particular style and an understanding of how each community communicates.
Definition. WhatsApp is a messaging app that enables users to send text, photographs, videos, audio, documents, locations, contacts, GIFs and stickers, as well as make voice and video calls. It also includes Status, Channels and Communities. Although it is not a conventional social network, it belongs to the social ecosystem because it facilitates conversations, content distribution and relationships between people, organisations and companies.
Brief history. Former Yahoo employees Brian Acton and Jan Koum founded WhatsApp in 2009. Its simplicity and use of the telephone number as an identifier helped drive adoption. Facebook acquired the company in 2014, and WhatsApp Business launched in 2018 to facilitate communication between small businesses and customers. Its tools for companies, communities, channels and conversational commerce have continued to expand.
What it is used for. In personal use, WhatsApp supports individual and group conversations and file sharing. For businesses, WhatsApp Business enables organisations to present company information, organise conversations, configure responses and display products in catalogues. It can also support customer service, confirmations, notifications and sales enquiries. Campaigns that take users from an advertisement to a WhatsApp conversation reduce the number of steps involved, but they require consent, reasonable frequency and the capacity to respond.
Definition. LinkedIn is a professional social network. Profiles present experience, education and skills, while company pages showcase organisations, vacancies and corporate content. Compared with other platforms, conversations tend to focus more on employment, business, industry knowledge and professional development.
Brief history. LinkedIn began operating in 2003, launched by Reid Hoffman and a team of entrepreneurs. During its early years, it introduced recruitment services and professional subscriptions, expanded internationally and went public in 2011. Microsoft acquired the company in 2016 for approximately $26.2 billion.
What it is used for. For individual users, LinkedIn offers a way to build a professional identity, look for jobs, maintain contacts and follow developments in an industry. It is particularly useful for companies operating in B2B markets, where it can help build reputation, share expertise, attract talent and reach decision-makers. It also provides advertising, recruitment solutions and sales tools. Publishing without a distinct point of view usually adds little value; the platform works best when a company shares genuine expertise and participates in relevant conversations.
X
Definition. X, formerly Twitter, is a network for public conversation and real-time news. Users can publish messages, images, videos and polls, reply to others, share posts and organise conversations through hashtags. The usual limit for a standard post is 280 characters, although some subscription plans allow longer content.
Brief history. Twitter was created in 2006 by Jack Dorsey, Biz Stone, Evan Williams and Noah Glass as a short-message service. Hashtags, replies and retweets became central features of the platform. The standard limit increased from 140 to 280 characters in 2017. Following Elon Musk’s acquisition of the company, Twitter adopted the X brand in 2023.
What it is used for. X is used to follow news, comment on live events, participate in public conversations and contact professionals, media outlets, institutions and brands. For companies, it can operate as a channel for news, customer service, public relations and social listening. Its speed also creates risks: an account needs sound editorial judgement, response capacity and clear protocols for managing unverified information or reputational issues.
Definition. Pinterest is a visual discovery platform where users find, save and organise ideas through Pins and boards. Images and videos are grouped by interests and can lead to external pages. It operates both as a social network and as a visual search engine focused on inspiration and planning.
Brief history. Ben Silbermann, Paul Sciarra and Evan Sharp founded Pinterest in 2010. The ability to save visual references by topic supported its growth in areas such as interior design, fashion, cooking, travel, beauty and personal projects. Over time, it introduced business accounts, advertising, catalogues, shopping features and visual search.
What it is used for. People use Pinterest to find ideas, compare options and plan purchases or projects. For businesses, it can generate discovery and traffic to content or products for longer than an ephemeral post. It is particularly useful for visual industries, ecommerce and content that addresses future intent. It requires clear images, useful landing pages and a coherent organisation of Pins and boards.
Snapchat
Definition. Snapchat is a social app centred on the camera, visual messaging and ephemeral content. Photographs and videos sent through the app are known as Snaps. The platform also includes Stories, chat, video calls, the Spotlight video section, editorial content in Discover and augmented reality tools such as Lenses.
Brief history. Evan Spiegel, Bobby Murphy and Reggie Brown developed the app in 2011. It launched under the name Picaboo and became Snapchat shortly afterwards. The company introduced Stories in 2013, augmented reality Lenses in 2015 and Memories in 2016. That same year, it adopted the corporate name Snap Inc. and unveiled its Spectacles glasses. Spotlight launched in 2020 as a section for short videos.
What it is used for. Snapchat allows users to hold visual conversations, share everyday moments and create less permanent content. It has a particularly strong presence among younger audiences and stands out for its augmented reality experiences. Brands can use it for creative campaigns, location-based filters, launches and creator partnerships. It is worth considering when the target audience is active there and the campaign suits the way people use the platform.
Twitch
Definition. Twitch is a live streaming platform where viewers can talk to creators and one another through chat. Although closely associated with gaming, it also hosts music, interviews, sports and conversations. Its social element centres on communities that come together during live broadcasts.
Brief history. Twitch launched in 2011 as a gaming-focused platform spun out of Justin.tv. Amazon acquired it in 2014. Over time, its categories expanded beyond gaming, providing a space for creators who combine live broadcasts with regular interaction with their communities.
What it is used for. Twitch enables people to follow live streams, join the chat and build ongoing relationships with creators and other viewers. Brands can sponsor broadcasts, work with streamers, demonstrate products or hold question-and-answer sessions. Opening a company channel is not always necessary: partnering with a relevant creator may be a better fit. Businesses should assess audience relevance, moderation and the resources needed for regular live broadcasts rather than choosing solely by follower count.
Knowing which social networks are used the most is a useful starting point, but the number of active users should not be the deciding factor. It is important to distinguish between the most widespread networks and those genuinely used by the company’s target audience.
Before opening or prioritising a channel, consider the following questions:
- What specific objective should the company’s presence on the network achieve?
- Does the audience use the platform to find information, seek entertainment, compare options or have conversations?
- Which formats does the platform require, and can the company produce them consistently and to a high standard?
- Does the company have the capacity to answer messages, moderate the community and measure results?
- On which platform can the brand differentiate itself most effectively from competitors?
It is also useful to define the objectives of the social media strategy in advance. Maintaining a small number of well-managed channels is preferable to opening profiles without content, monitoring or the capacity to respond.
A platform’s popularity helps assess the opportunity, but it is not enough to make a decision. A network with fewer users may perform better if it contains the company’s target audience and its format matches the content the business can offer.
The key is therefore not to adapt the brand to every fashionable format, but to identify where it can provide something useful. Time, team capacity, creative resources and measurement must all form part of the decision. Choosing carefully supports a coherent and sustainable presence; choosing solely on the basis of volume often leads to abandoned profiles and efforts that are difficult to justify.
