Social media is an integral part of the modern online business landscape. You can’t visit a website nowadays that doesn’t ask you to follow them on their host of social media platforms. There are many social media platforms to choose from but some major platforms that you need to know about if you are thinking of starting, or are already running an online business.
Choosing the right platform can significantly impact your brand’s visibility, customer engagement, and overall success. But knowing which one to choose, and which demographic to target where requires a bit of insight and some research. Below is an overview of the top social media sites today, including their origins, user demographics, main conversation topics, pros and cons, and any associated costs. I hope you find the information useful.
1. Facebook
- Origin: Launched in 2004 by Mark Zuckerberg and his team at Harvard University (USA).
- Users: Over 3 billion monthly active users.
- Main Topics: Personal updates, local community news, groups for shared interests, and business promotions.
- Demographics: Broad age range, but particularly popular among users aged 25-44. Declining usage among teens.
- Pros:
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- Huge audience reach.
- Versatile ad tools and business features.
- Effective for local businesses and community engagement.
- Cons:
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- Algorithm changes can reduce organic reach.
- Privacy concerns.
- Increasingly saturated with ads.
- Cost: Free to use, but advertising options come at a cost.
2. Instagram
- Origin: Launched in 2010 by Kevin Systrom and Mike Krieger (USA). Acquired by Facebook in 2012.
- Users: Over 2 billion monthly active users.
- Main Topics: Lifestyle, fashion, travel, food, and visual storytelling.
- Demographics: Popular among younger audiences, especially 18-34 years old.
- Pros:
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- Visually driven, ideal for brands with strong imagery.
- High engagement rates.
- Shopping integration for e-commerce.
- Cons:
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- Limited link-sharing capabilities.
- The algorithm prioritises paid content.
- Cost: Free to use; paid ads available.
3. TikTok
- Origin: Launched in 2016 by ByteDance (China).
- Users: Over 1.5 billion monthly active users.
- Main Topics: Short-form videos, entertainment, challenges, and viral trends.
- Demographics: Skews younger, with a majority of users aged 16-24.
- Pros:
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- High potential for virality.
- Creative tools for video content.
- Strong community engagement.
- Cons:
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- Content lifespan is short.
- The algorithm lacks transparency.
- Cost: Free; paid advertising and promotions available.
TikTok is currently facing a ban in the USA which has temporarily been reprieved in Jan 2025 whilst the company seeks to sell the USA version of the company to new owners.
4. LinkedIn
- Origin: Launched in 2003 by Reid Hoffman and team (USA).
- Users: Over 900 million members.
- Main Topics: Professional networking, job opportunities, industry news, and thought leadership.
- Demographics: Predominantly professionals aged 25-49.
- Pros:
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- Ideal for B2B marketing.
- Excellent for networking and recruitment.
- Organic reach for thought leadership content.
- Cons:
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- Limited appeal outside professional contexts.
- Premium features can be expensive.
- Cost: Free with premium plans starting at £24.98/month.
5. X (Formerly Twitter)
- Origin: Launched in 2006 by Jack Dorsey, Biz Stone, and Evan Williams (USA). Rebranded to “X” in 2023 when Elon Musk bought the company.
- Users: Approximately 400 million monthly active users.
- Main Topics: News, politics, trending events, and niche communities.
- Demographics: Diverse audience, with strong representation among 25-49 year-olds.
- Pros:
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- Real-time updates.
- Great for building a personal or brand voice.
- Excellent customer service.
- Cons:
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- Algorithm changes have reduced visibility.
- High levels of spam and trolling.
- Cost: Free, though premium features are available via subscription (£8/month).
6. Pinterest
- Origin: Launched in 2010 by Ben Silbermann, Paul Sciarra, and Evan Sharp (USA).
- Users: Over 460 million monthly active users.
- Main Topics: DIY projects, recipes, home decor, fashion, and lifestyle.
- Demographics: Predominantly female users, aged 25-54.
- Pros:
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- Strong visual search capabilities.
- High intent-to-purchase rate among users.
- Great for evergreen content.
- Cons:
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- Limited social interaction.
- Slower follower growth compared to other platforms.
- Cost: Free; paid ads available.
7. YouTube
- Origin: Launched in 2005 by Steve Chen, Chad Hurley, and Jawed Karim (USA). Acquired by Google in 2006.
- Users: Over 2.6 billion monthly active users.
- Main Topics: Tutorials, entertainment, education, and product reviews.
- Demographics: Broad audience, from teenagers to middle-aged users.
- Pros:
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- Long-form content supports storytelling.
- High SEO value with Google integration.
- Monetisation opportunities through ads.
- Cons:
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- Requires significant effort to create quality content.
- Competition is intense.
- Cost: Free; YouTube Premium starts at £11.99/month.
8. Snapchat
- Origin: Launched in 2011 by Evan Spiegel, Bobby Murphy, and Reggie Brown (USA).
- Users: Over 750 million monthly active users.
- Main Topics: Personal photo and video sharing, augmented reality filters, and ephemeral content.
- Demographics: Primarily teenagers and young adults aged 13-24.
- Pros:
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- Highly engaging for younger audiences.
- Fun features like AR lenses and filters.
- Popular for private, casual communication.
- Cons:
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- Limited discoverability for businesses compared to other platforms.
- Short-lived content.
- Cost: Free; Snap Ads and paid filters are available for businesses.
9. Discord
- Origin: Launched in 2015 by Jason Citron and Stanislav Vishnevskiy (USA).
- Users: Over 350 million registered users, with 150 million monthly active users.
- Main Topics: Gaming, pop culture, education, and niche communities.
- Demographics: Popular with younger audiences aged 13-30, particularly gamers and tech-savvy users.
- Pros:
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- Strong sense of community within servers.
- Customisation options for engagement (bots, roles, etc.).
- Growing appeal for non-gaming communities.
- Cons:
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- Can be overwhelming for new users due to its complexity.
- Monetisation opportunities are limited for brands.
- Cost: Free; Nitro subscriptions (£9.99/month) offer premium features.
10. BeReal
- Origin: Launched in 2020 by Alexis Barreyat and Kévin Perreau (France).
- Users: Over 20 million daily active users.
- Main Topics: Authentic, unfiltered photo sharing.
- Demographics: Primarily Gen Z, aged 13-25.
- Pros:
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- Promotes authenticity over curated content.
- Simple and easy to use.
- Strong community feel among close friends.
- Cons:
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- Limited functionality for brands and businesses.
- Niche appeal compared to larger platforms.
- Cost: Free, with no current monetisation model for brands.
Conclusion
Each social media platform has its own strengths and challenges. If you run and online business, understanding your target audience’s preferences and behaviour is crucial for choosing the right platform. Whether you focus on visual storytelling with Instagram, networking on LinkedIn, or going viral on TikTok, there is a platform to fit every business’s needs.
Social media offers unparalleled opportunities for online businesses by connecting them directly with their audience, driving traffic to websites, and fostering brand loyalty. By using targeted advertising, engaging with followers, and staying active in relevant conversations, you can build meaningful relationships and establish your authority in the industry.
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This post provides a comprehensive and insightful overview of the most popular social media platforms in 2025, offering valuable information for businesses looking to navigate the complex world of online marketing. Social media has undoubtedly become an indispensable tool for businesses to connect with their audiences, and this guide highlights the unique strengths, challenges, and target demographics of each platform effectively.
What stands out is the focus on choosing the right platform based on audience preferences and business goals. For example, Facebook’s broad reach makes it ideal for community engagement, while Instagram thrives on visual storytelling and appeals to younger users. TikTok’s viral potential is hard to ignore for brands targeting Gen Z, and LinkedIn remains the go-to for professional networking and B2B marketing. Meanwhile, platforms like Pinterest and Discord cater to niche interests, offering unique opportunities for businesses with highly specific audiences.
The inclusion of pros and cons, as well as associated costs, makes this guide practical and actionable for anyone starting or growing an online business. The mention of emerging platforms like BeReal and challenges like TikTok’s potential ban adds a timely dimension.
Overall, this post emphasizes the importance of strategic platform selection and engagement, empowering businesses to make informed decisions in their social media efforts.
Hi Andre. Thanks for taking the time to read and comment on my post. I’m so pleased that you found it useful and timely. Things are changing a lot at the moment in terms of technology, social media and AI, so it’s important to keep up-to-date with the latest news. What platforms are you most interested in?
Social media platforms have definitely evolved in fascinating ways over the past year, and I think the competition between them has led to some amazing new features. For example, I’ve noticed how platforms like Instagram and TikTok are constantly pushing the boundaries with short-form video content.
One thing I’d love to hear from others is how they’re balancing their time across these platforms. Personally, I find myself leaning more toward Instagram for its community feel, but I’m curious if others have had a similar experience or if certain platforms are now standing out as clear favorites for specific needs (e.g., LinkedIn for networking or TikTok for entertainment). Are we getting to a point where specialization will dominate, or will the major platforms just keep absorbing each other’s features?
Hi Slavisa and thanks for your comments on my article. I think you have raised some good points about social media platforms and their cross-over. Personally, I think that I have divided them into different groups and I use LinkedIn for networking and job-seeking, Facebook for linking in with friends and hardly ever use TIkTok or Snapchat – they seem to be the realm of my teenage daughters. However, as a business person, I’ve found that LinkedIn, Facebook, Pinterest and YouTube are ways that I can increase my audience and attract people who are interested in what I have to offer. It will be interesting to see how AI integrates with social media in the future, whether targeting an audience or actually interacting with human players!