Social media is like a never-ending popularity contest. Well, it is quite ironic that we continuously fight for the platform’s engagement while, on the other hand, platforms are consistently fighting for our attention.
And so the loop continues…While some of the big names continue to dominate, new contenders are creating their own space, pulling in millions of users and challenging the big sharks!
The world of social media is anything but predictable. A few years ago, TikTok was the new kid on the block, and now it’s a global phenomenon. Meanwhile, Facebook is still here, but is it keeping up with the trend? And don’t get me started on Instagram and Snapchat.
So, the question remains the same- where are users actually spending their time in 2025? Which ones are leading the charge? And most importantly- Are all platforms relevant?
1. Facebook
Best For: Community engagement, family and friends connections, groups, events, and sharing life updates with a wide, diverse audience.
We can all agree that now so-called social media platforms- all owe their success to Facebook in some way. It was the original that started connecting people to share their interests and content on a mutual platform.
While many assume Facebook is past its prime, the reality is that people still use Facebook, and brands continue to invest in it. Even with numerous competitors, Facebook remains one of the top players. As of 2025, Facebook boasts approximately 3.07 billion monthly active users (MAUs), reflecting a 3% increase from the previous year. Additionally, the largest user group comprises individuals aged 25 to 34.
Along with the users, Facebook is also trying to attract content creators. With in-stream ads, fan subscriptions, and Facebook reels gaining attention, the platform has become a fertile land for influencers to make a profit. More and more content creators are using Facebook to catch attention and bring engagement to their content.
2. TikTok
Best For: Short-form video creators, viral challenges, trending music, Gen Z audiences, and creative, quick content.
TikTok, a platform that didn’t just create a wave but brought a whole damn flood to the social media industry. Somehow, everyone became obsessed with TikTok at once. It was an instant success but definitely not a short-lived one. It continues to dominate with its algorithm-driven content discovery and short-form video format. And let’s be honest- Who has the time nowadays anyway? Because of this, TikTok has seen rapid growth, amassing 1.56 billion MAUs.
Moreover, It is also getting famous among creators due to its Creator Fund, TikTok Pulse, and brand sponsorships pumping serious money into influencer pockets. While the Creator Fund payouts still depend on engagement and views, TikTok’s real goldmine lies in brand deals and live gifting. Exactly what Influencers are looking for!
3. Instagram
Best For: Lifestyle, beauty, fashion, travel, food, and fitness influencers; curated photo and video content.
If Facebook was the first step- then Instagram is the true Legacy that continued the torch. In fact, Instagram is still one of the top platforms, thanks to its upgrades and new features being released every now and then.
Known for its visual-centric approach, it successfully engages over 2 billion MAUs.
Features like Stories, Reels, and Shopping have transformed it into a multifaceted platform. Definitely a magnet for both- individual accounts as well as business accounts. Also, it offers multiple income streams like Reels Play Bonus, brand partnerships, Instagram Subscriptions, and IG Shop integration that keep influencers’ wallets happy.
4. YouTube
Best For: Long-form video content, tutorials, vlogs, educational content, entertainment, and creators building dedicated fan bases.
We all have different preferences when it comes to social platforms, but we can all admit- YouTube continues to be a dominant force in online video content. With around 2.49 billion MAUs, it serves as a hub for creators and consumers alike. And the best part is that the platform offers diverse content ranging from educational videos to entertainment and how-to’s to reviews.
Additionally, YouTube Shorts are one of the most used short-form video content that attracts millions of users every day. And people are definitely not shying away from engaging. They are freely expressing what they like, or they don’t.
YouTube has grown more than just a social platform; it has become a community of its own. And in the case of earning, while all the platforms offer a high potential for earning money, YouTube remains the gold standard for long-term monetization.
5. Snapchat
Best For: AR filter enthusiasts, real-time communication, casual socializing, and Gen Z audiences.
Snapchat is the new Instagram minus the curated feed where people post everything from what they are eating to what they are watching? It’s all about real-time moments and a more casual, authentic connection with friends.
Well, you don’t have to stalk anymore- just check their Snapchat stories, and voila, you have access to their journal. Due to its timed stories and disappearing messaging features, Snapchat maintains a strong user base of 750 million MAUs, especially among younger demographics.
However, its selling point was the platform’s AR filters, which kept it engaging and innovative to the point where people started using Snapchat instead of their phone’s regular camera. Shocking! Right?
6. X
Best For: Real-time news, trending topics, thought leaders, political discussions, and microblogging.
X was initially just a platform to share thoughts and views. Even after being rebranded from Twitter, it continues to be a significant platform for real-time updates and discussions, with 619 million MAUs. It is known for its concise format, which appeals especially to those seeking quick news and interactions.
X continues to be a hub for trending topics, political discussions, and public figures, allowing users to engage in conversations quickly and directly. Its focus is on real-time communication, for ex- a debate, some breaking news, controversial opinions, and, of course, updates on global events.
Emerging Social Media Platforms in 2025
Though there are already countless social media platforms, new, exciting contenders are making their mark
- Noplace
- Lemon8
- Ten Ten
- Bluesky
- BeReal
- Threads
- Airchat
- Yik Yak
- Substack Notes
Conclusion
In a nutshell, Social media in 2025 is bigger, bolder, and more dynamic than ever. While Facebook, YouTube, and Instagram continue to dominate user engagement, new platforms are definitely giving them a tough battle. With fresh content, better user experience, and exciting new features, they are stealing the show or, should I say- stealing the audience.
Afterall, in a world where content is king and engagement is currency, social media isn’t just adapting to change, it’s creating the future.
