A new study by social media marketing company Viralyft has determined the most popular social media platforms in the world based on average monthly search volume for keywords related to each platform. YouTube dominates as the most popular social media platform in the world, with 1,189,647,223 average monthly searches globally, followed by Facebook with 811,749,056 average monthly searches globally and WhatsApp placing third, with 700,526,160 average monthly searches globally.
Despite not being a “traditional” social media platform, YouTube goes beyond just a video-sharing platform. Users interact through comments, likes, subscriptions, and even live chats, fostering a sense of community, while content creators build audiences and engage with followers, blurring the lines between entertainment and social interaction. Croatia has the highest average monthly search volume for YouTube, with 82,510 searches per 100,000 people.
As one of the pioneering platforms in social networking, Facebook allows users to connect with friends and family, share updates, photos, videos, and join groups and events. Its features, such as likes, comments, and Messenger, create a space for both personal and community interaction, helping users foster connections across the globe. Facebook is the most popular social media platform in 38 different countries worldwide.
Originally launched as a simple messaging app, WhatsApp has evolved into a platform where users can share multimedia, make voice and video calls, and participate in group chats. With end-to-end encryption, WhatsApp ensures privacy while fostering personal and professional conversations worldwide. WhatsApp is particularly favored in South America, ranking as the most popular social media platform in Peru, Ecuador, and Colombia, with 104,806, 66,674, and 63,806 average monthly searches per 100,000 people, respectively.
Instagram comes in fourth with 483,110,124 average monthly searches globally. Known for its visual focus, Instagram allows users to share photos and videos, making it a go-to platform for influencers, brands, and creative professionals. Its features such as stories, reels, and direct messaging provide a blend of entertainment and social interaction. Instagram is the most popular social media platform in two countries, Uzbekistan and India, with 18,075 and 14,417 average monthly searches per 100,000 citizens, respectively.
X (formerly Twitter) ranks fifth, generating an average of 208,659,046 monthly searches globally. X stands out for its focus on real-time updates and concise communication. Known for its 280-character limit, users can share thoughts, opinions, news, and media. Despite rebranding, X remains a key platform for political discourse, pop culture, and breaking news. X is the second most popular social media platform in both Japan and South Korea, with 11,170 and 2,831 average monthly searches per 100,000 residents, respectively.
Pinterest places sixth, with 93,309,445 average monthly searches globally. Pinterest acts as a visual search engine where users can share and discover ideas through images, known as Pins. From fashion and recipes to DIY projects, Pinterest connects users with inspiration while allowing them to create and share their own boards. In Lithuania, Pinterest ranks as the fourth most popular social media platform, with 8,564 average monthly searches per 100,000 people.
In seventh is TikTok, seeing 72,857,721 average monthly searches globally. TikTok has rapidly become a leader in short-form video content. Its algorithm-driven feed delivers tailored content to users, making it a hub for viral trends, challenges, and creative expression. TikTok is the second most popular social media platform in Turkmenistan, with 356 average monthly searches per 100,000 residents.
LinkedIn ranks eighth, with 59,398,368 average monthly searches globally. LinkedIn is one of the most renowned social media platforms for professionals, allowing users to connect with colleagues, potential employers, and industry leaders. LinkedIn is the fourth most popular social media platform in Denmark, with 4,972 average monthly searches per 100,000 citizens.
In ninth place is Telegram, with 47,001,303 average monthly searches globally. Known for its focus on privacy and security, Telegram allows users to send encrypted messages, photos, and videos, while hosting large group chats and channels. Telegram is currently facing controversy over concerns about its lax content moderation policies. Telegram is the second most popular social media platform in Ukraine, with 2,631 average monthly searches per 100,000 people. Telegram’s popularity in Ukraine stems from its ability to provide fast, unfiltered information and communication during the ongoing conflict, bypassing potential censorship or disruptions.
Rounding off the top ten is Reddit, with 25,250,802 average monthly searches globally. Known as the “front page of the internet,” Reddit is built on thousands of topic-based communities, or subreddits, where users can post, comment, and vote on content. Despite having millions of monthly searches, Reddit doesn’t rank in the top five social media platforms of any country. While it boasts a massive user base and generates significant Google search traffic due to its vast array of niche communities and discussions, users primarily engage with it for specific interests rather than general social networking.
The most popular social media platforms in the world
