Social Media Platforms and User Behavior in 2025
The 11 most popular social networks expected to dominate in 2025 are: Facebook, WhatsApp, YouTube, Messenger, WeChat, BeReal, Instagram, X (formerly Twitter), TikTok, Snapchat, and LinkedIn.
Information has always been a powerful tool used by governments, companies, and individuals alike. Historically managed by secret services and intelligence agencies, the ability to capture and manipulate information shapes elections, topples governments, and directs public perception. Today, social networks are the largest and fastest information channels in the world.
The term “social networks” refers both to the companies operating these platforms and the billions of registered users interacting daily. Every post, comment, and reaction contributes to the massive ecosystem of social media.
Top 11 Most Popular Social Networks
BeReal
BeReal, launched in 2020, offers a unique social experience focused on authenticity and spontaneity. Users receive a random notification prompting them to share a real-time photo, with no filters or edits allowed.
This breaks away from the typical focus on perfection from other platforms. Users can only view posts once they have participated. As of 2022, BeReal had over 20 million daily active users. New features like RealMoji reactions and offline sharing assist in maintaining engagement.
X (formerly Twitter)
X, known previously as Twitter, was created in 2006 by Jack Dorsey. It allows users to post short messages (“tweets”) limited to 280 characters, often including images, links, or videos.
Following its acquisition by Elon Musk in 2022, X has undergone major changes, including the introduction of X Premium subscriptions, improvements to the platform’s algorithm, and greater emphasis on free speech. With around 330 million users, X remains a key platform for real-time information sharing globally.
TikTok
TikTok, originally launched as Douyin in China in 2016 by ByteDance, is a platform focused on short-form video content creation. After merging with Musical.ly in 2018, TikTok exploded in popularity across the world.
TikTok offers a wide array of editing tools and visual effects, making content creation easy and accessible. Although users can browse videos without an account, registration is required to post or interact with others. By the end of 2019, TikTok became the world’s most downloaded app, with 800 million active monthly users, who spend an average of nearly one hour per day on the platform.
Snapchat
Snapchat, created in 2011, is a free multimedia messaging app that focuses on ephemeral content. Messages, photos, and videos sent via Snapchat automatically disappear after a set amount of time.
Users can also create 24-hour “Stories,” enhanced with a variety of fun filters and effects. With an average of 229 million daily active users in 2020, Snapchat remains a favorite platform for spontaneous, playful content sharing, particularly among younger audiences.
Instagram, launched in 2010 and acquired by Facebook in 2012, is a platform for sharing photos and short videos. It offers various editing tools, filters, and an integrated shopping feature called Instagram Shopping, which makes E-commerce more accessible to brands and users alike.
Instagram boasts over 1 billion active monthly users, half of whom use the platform daily. It continues to evolve with features like Reels, Stories, and business profiles, making it one of the most dynamic and commercially valuable platforms.
WhatsApp, launched in 2009 by Jan Koum and Brian Acton, offers free, encrypted messaging services. It synchronizes a user’s contact list to identify other users and supports group chats, voice calls, and video calls across the globe.
WhatsApp’s simplicity, reliability, and end-to-end encryption have made it one of the most popular messaging apps worldwide, currently serving over 1.5 billion active users.
YouTube
YouTube, created in 2005 and acquired by Google in 2006, is the leading platform for video sharing. Users can upload, watch, comment on, and share videos across countless categories.
With over 2 billion logged-in monthly users and localized versions in more than 90 countries, YouTube remains a giant in both entertainment and educational content.
WeChat, launched in 2011 by Tencent, is China’s premier multi-functional app, combining messaging, social media, and mobile payments.
While its dominance in China is partly due to the restricted access to foreign apps, WeChat has gained international users, especially among tourists and international businesses. As of 2019, WeChat boasted over 1.15 billion monthly active users.
Facebook, founded in 2004 by Mark Zuckerberg, is still the most widely used social network globally, with over 2.6 billion monthly users.
It allows users to create profiles, share multimedia content, join groups, organize events, and engage with brands and friends alike. Facebook continues to innovate by integrating e-commerce options and expanding community-building features.
Messenger
Messenger, spun off from Facebook’s core platform, is a dedicated messaging app supporting text, voice, and video communication.
Messenger includes features like group chats, file sharing, and integration with business services, helping brands provide customer service through direct conversation.
LinkedIn, founded in 2002 and acquired by Microsoft in 2016, is the world’s leading professional networking platform.
Users create detailed profiles highlighting their career paths, skills, and education. With more than 675 million members worldwide, LinkedIn has become essential for recruiting, networking, and business development.
The Power and Risks of Social Media
Social networks offer incredible opportunities, but they also come with risks. Addiction is a widespread phenomenon; studies show that users spend an average of one-third of their daily online time on social platforms.
Influence is another critical factor. Whether promoting products, shaping public opinion, or mobilizing social movements, social networks are powerful instruments. Brands invest heavily in SEO and social strategies because the potential for immediate, massive impact is unmatched.
The ease of disseminating and retrieving information makes social media indispensable for marketers, activists, and consumers alike. However, this also increases the risk of misinformation, privacy breaches, and viral manipulation.
From a marketing standpoint, successful businesses now rely on a combination of targeted social media campaigns and E-mailing strategies to reach and retain customers effectively. Social networks have shifted the center of communication from traditional media to mobile devices and apps, deeply embedding themselves into daily life.
At the same time, innovations like dynamic ads, augmented reality, and private communities are redefining how users interact with brands and each other.
Conclusion
Over the past decade, social media has profoundly transformed global communication and commerce. The accessibility of these platforms has democratized content creation and consumption, connecting people across borders like never before.
While social networks present challenges such as addiction and information manipulation, they also offer unparalleled opportunities for engagement, brand growth, and personal expression.
To thrive in 2025 and beyond, individuals and businesses must understand these evolving ecosystems , harnessing the benefits of social media while staying vigilant about its risks.
