Ultimate Handbook: More than 20 Social Media Platforms for Your Brand's Promotional Plan

The social media landscape is evolving in 2025. Users are transitioning between platforms and embracing a greater number of applications than ever. According to The Sprout Social Index™, 30% of users aim to increase their social media engagement in 2025, while 56% plan to maintain their current level of use.

What does this shift signify for businesses striving to connect with their target audiences? It’s no longer sufficient to simply post across all social media channels and hope for a positive outcome. Various applications cater to different demographics, content formats, methods of engagement, and more.

Staying updated with both new and established platforms is crucial if you want to effectively engage your existing audience and broaden your reach. This article aims to outline the top social media platforms conducive to business marketing, enabling you to choose the most suitable ones for your social media plan. We bring you essential statistics—including further findings from the Sprout Social Index—and insights from both established and emerging social apps.

What are the benefits of using social media applications for your business?

Social media applications offer an ideal channel for reaching your audience in their preferred spaces. The Index discovered that 93% of consumers think brands should keep abreast of online trends, and the best approach to achieve this is through proactive management of social media profiles.

Social media applications can assist you in identifying your audience and comprehension of their expectations. You can employ social media management tools to utilize advanced strategies like sentiment analysis and social listening to gain insights into your brand’s image and what your audience genuinely thinks. Furthermore, social platforms can act as a direct line of communication with your customers, through interactions such as comments and messages.

These platforms are hubs for conversations and cultural trends. The more actively your brand participates, the stronger your connection with customers will become.

Top 20+ social media platforms for businesses to enhance their marketing strategy

This ranking of the 20 most effective social apps is based on their monthly global active user count. However, this doesn’t imply that the apps with the largest user bases are necessarily the right fit for your business.

Take into account factors such as target demographics, content preferences, average usage time on each platform, and trending discussion subjects. Match these with your target audience to determine where they are and how you can leverage these platforms for connection.

1. Facebook

Important Statistics:

  • Global monthly active users: Exceeding 3 billion
  • Users in the US: More than 179 million
  • Average time spent daily (US): 30 minutes (2023)
  • Largest demographic: 25–34 year-olds
  • Recommended for: Brick and mortar small businesses (like local events and reviews) along with nonprofits (like fundraisers) significantly benefit from Facebook. It’s also advantageous for cultivating diverse interest groups, providing customer service, and social advertising.

Maintaining its status as a leading social media app globally, Facebook is a network that businesses cannot overlook. With 90% of consumers possessing a Facebook account according to the Index, the likelihood that your next customer is utilizing Facebook is quite high.

Messaging and reviews on Facebook serve as critical interaction points between customer service and social media, acting as a primary platform for assisting customers seeking support and solutions. Implementing a Facebook chatbot with a tool like Sprout Social can enhance your engagement capabilities and response times.

Screenshot of Sprout's bot builder

2. WhatsApp

Important Statistics:

WhatsApp is the leading global messaging platform. For brands, it offers an avenue for direct engagement with customers worldwide, ensuring timely assistance and real-time updates regarding services.

Opportunities for WhatsApp in business range from standard customer support to innovative marketing strategies. For instance, Domino’s Pizza Indonesia boosted their sales by 72% in 2023 by leveraging WhatsApp.

 

Domino's Pizza Indonesia's Watsapp account where customers can directly connect with the business.

3. YouTube

Important Statistics:

YouTube serves as an excellent platform for brands aiming to connect and engage with their audience, both on the platform itself and as a part of Google search. With the introduction of YouTube Shorts, multiple opportunities for leveraging video content are now available.

Cumulative time spent on YouTube exceeds any other platform, where educational entertainment also plays a significant role, allowing you to visually showcase products in engaging ways. Chipotle utilizes their channel for short films and celebrity features, but they also provide straightforward videos that highlight new menu items.

Chipotle has a strong presense on YouTube, sharing behind the scenes of its kitchen

4. Instagram

Important Statistics:

  • Global monthly active users: Around 2 billion
  • Users in the US: Exceeding 159 million
  • Average time spent daily (in the US): 33 minutes
  • Largest demographic: 25-34 year-olds
  • Recommended for: Industries such as travel, beauty, fashion, and health/fitness tend to perform well on Instagram. If your brand focuses on influencer collaborations, user-generated content, and short-form videos, Instagram is indispensable.

Instagram is recognized as a leading social media application globally and has extensive reach in various regions. It stands out as one of the top social media platforms for brands targeting UK adults. As the demand for short-form video content rises, brands should prioritize networks like Instagram where such content prevails. Instagram also serves as a vital space for engaging influencers and creators, especially impactful among Gen Z and Millennial demographics. According to The 2024 Social Media Content Strategy Report, 84% of social media users within these age groups have an Instagram account, surpassing all other social media platforms.

The convenience of Instagram shopping has established the platform as a hub for ecommerce. Utilizing this feature can facilitate connections with customers while also driving sales. Bassike, an Australian clothing brand, actively employs this in their social media content. Customers can instantly click on items worn by the model, learn more, and complete purchases swiftly.

Australian clothing brand, Bassike regularly posts on Instagram. Customers can click on whatever the model is wearing, learn more about the items and purchase it for themselves in seconds.

5. TikTok

Important Statistics:

Recognized for its short-form videos, TikTok has established itself as one of the leading social platforms where US consumers invest significant time—and it’s no longer considered a newcomer. Presenting authentic content on TikTok helps establish consumer trust—73% of users report feeling a stronger connection to brands they engage with on TikTok compared to other platforms. Considering that nearly half of users assert that TikTok influences their purchasing decisions, this trust can significantly impact brand relationships.

Retailer LucyandYak's TikTok account where they post regularly to showcase their latest collections

6. WeChat

Important Statistics:

  • Monthly active users: Over 1.3 billion (primarily Chinese-speaking)
  • Users in the US: 1.5 million
  • Average time spent daily: 80 minutes
  • Largest demographic: 22% of users in China fall within the 31 to 40 age group, while 22.7% are 51+
  • Recommended for: Brands with a global footprint and target audiences that primarily speak Chinese.

WeChat serves as a multifaceted app encompassing messaging, payments, and lifestyle functionalities. Its integrations with social commerce have made it integral to daily life for users, particularly in China, where over 45 billion messages are sent daily. Additionally, WeChat leads in mobile payments within China.

Users can accomplish tasks ranging from scheduling and paying for medical appointments to booking taxis and making restaurant reservations. Following Official Accounts—essentially business profiles—is common, with around 50% of users subscribing to 10-20 such accounts.

7. Reddit

Important Statistics:

  • Global members: 1.2 billion
  • Users in the US: 221.19 million
  • Average time spent daily: 34 minutes
  • Largest demographic in the US: 20-29 years old
  • Recommended for: Reddit is an excellent platform for listening to community voices or engaging in specific discussions.

With billions of monthly visits and over 100,000 interest-based communities, Reddit ranks as a leading platform for generating traffic. Its collaboration with Google has resulted in improved visibility in search results, contributing to increased web traffic. Reddit is known for fostering genuine interactions, where users seek and engage in trustworthy discussions, providing invaluable insights for brand strategy.

A unique marketing tactic on Reddit involves hosting an AMA (Ask Me Anything). The gaming website IGN hosted a major AMA at the beginning of 2025 to share insights on their review process with Reddit users.

A subreddit AMA that IGN hosted at the start of 2025 to discuss how they review games with their Reddit fans.

8. LinkedIn

Important Statistics:

  • Global members: 1 billion
  • Users in the US: 190 million
  • Average time spent daily: 34.8 minutes
  • Largest demographic: 25-34 years old
  • Recommended for: Almost any business can benefit from a LinkedIn presence, particularly those operating in B2B sectors.

Even though LinkedIn is frequently associated with B2B marketing, various other brands can also find value in developing their presence on this platform.

Billed as the largest professional network globally, it is one of the best social media platforms for recruitment, thought leadership, and lead generation. Brands have the ability to precisely target their audiences using extensive demographic data and interest-based filters. LinkedIn is also a vital resource for establishing relations with investors and enhancing your employer branding efforts.

Notably, LinkedIn has recently modified its content approach to incorporate short-form videos. This transformation allows brands to diversify their content strategies and engage with potential clients and employees through content reminiscent of TikTok, YouTube Shorts, or Instagram Reels.

Sprout's LinkedIn post when it appeared in Times Square

9. Telegram

Key Stats:

  • Global monthly active users: 950 million
  • Users in the US: 20 million
  • Average time spent: 4 hours monthly
  • Largest demographic: 25-34 years old
  • Recommended for: This chat application should be utilized similarly to WhatsApp for customer interactions.

Like WhatsApp, Telegram features business accounts that facilitate direct customer engagement along with direct marketing efforts on the platform. While its user base in the US is currently low, it remains highly popular in other regions, particularly India. Companies seeking to provide regional customer service in areas with a significant Telegram presence could benefit from establishing an account.

Telegram is particularly useful for SMEs aiming to offer prompt, automated information to customers. Businesses can display their operating hours and locations on a map, enabling easy navigation for customers wishing to find them and check their availability. Additionally, there is an option for ‘quick replies’ which allows users to access further information such as menus, inventory, daily specials, or reservation options.

10. Snapchat

Important Statistics:

If your audience predominantly consists of Gen Z, Snapchat could be a prime social media platform for your brand. With daily active users increasing by 18% year over year, the platform continues to gain traction among younger demographics.

Snapchat has also expanded its use of augmented reality through filters and AR shopping functionalities. Given that 92% of Gen Z expresses interest in AR shopping experiences, Snapchat could serve as a powerful social media platform for promoting your products to this audience. The mobile-only UK bank, Starling Bank, effectively utilized Snapchat to engage 18-34-year-olds and reported significant success.

Starling Bank's Snapchat Ad campaign which was optimised towards App Purchases.

11. Kuaishou

Important Statistics:

  • Global monthly active users: Approximately 700 million
  • Average time spent daily: 129 minutes (2022)
  • Largest demographic: 31-35 (in China) years old
  • Recommended for: Kuaishou serves as a popular alternative to TikTok, with a considerable user base across regions like China and Brazil. Brands active in these markets should consider its potential.

The content on Kuaishou primarily consists of short videos, akin to TikTok, yet its largest age demographic is notably older. For brands already engaged in producing short-form video content, Kuaishou could present an opportunity to reach an older global audience, considering its substantial viewership and daily usage duration.

Kuaishou is currently not available in the US, but incorporating it into your international social media strategy may prove beneficial for regional accounts.

12. X (previously Twitter)

Important Statistics:

X stands out as one of the premier social media apps for brands engaged in trend monitoring. The platform also allows brands to receive direct feedback and inquiries from their audience. Being responsive on X can enhance a brand’s public image—interactions through X customer service foster a 58% improvement in perception towards brands. RyanAir, an Irish airline, understands the importance of audience engagement, frequently posting humorous content while maintaining accessibility for audiences on X.

Irish airlines RyanAir's X post where it engages in light-hearted banter to keep customers engaged.

X has experienced significant changes in the past few years due to its rebranding. Brands depending on X should stay abreast of its evolving features and shifting user demographics.

13. QQ

Important Statistics:

QQ is an instant messenger service operated by Tencent, one of China’s leading technology firms. It has a predominantly youthful user base in China, which remains its largest market by a significant margin.

If you regularly engage with Chinese customers, it might be beneficial to establish a QQ account alongside a WeChat account. Tencent has also developed international versions of QQ, which warrant observation as their popularity may rise, presenting a viable choice for businesses beyond China.

14. Pinterest

Important Statistics:

Pinterest serves as an essential social media tool for business marketers aimed at spotting upcoming trends and targeting niche audiences. It is also the platform consumers frequently visit for inspiration and discovering new brands—97% of Pinterest’s top searches are unbranded, with 85% of users engaging for project initiation, such as planning events or celebrations. Although the platform predominantly attracts an older audience, the presence of Gen Z users is on the rise.

Sprout utilizes Pinterest for curating content related to special events and providing insights into social media management.

15. Threads

Important Statistics:

  • Global monthly active users: 300 million
  • Users in the US: 30 million
  • Average time spent daily: 6 minutes (2023)
  • Largest demographic: Over 24 years old
  • Recommended for: Threads operates comparably to X, making it effective for customer service and for brands employing text-based content. Although it is still relatively new, businesses are beginning to experiment with its features.

Managed by Meta, Threads also boasts significant interactivity with other Meta platforms like Instagram.

Having a Threads account provides your customers with an additional medium for communication if Threads is their preferred text-based platform. The post shared below by the UK grocery chain Lidl GB exemplifies how brands utilize informal language to engage effectively with their audience.

UK-based grocery chain Lidl GB's post on engaging with their customers.

16. RedNote

Important Statistics:

  • Global monthly active users: 218 million
  • Users in the US: 3 million
  • Average time spent daily: 18 minutes per visit
  • Largest demographic: Under 24 years old
  • Recommended for: With the US market reopening to TikTok, exploring alternatives like RedNote remains beneficial, especially for brands also targeting China.

RedNote has rapidly emerged as a leading social media platform, particularly following an explosive growth phase for its US user base early in 2025. Featuring capabilities similar to both Instagram and TikTok, RedNote has become increasingly popular in China.

This development suggests brands that have found success on Instagram and TikTok may replicate similar results on RedNote. However, it would be prudent to track the platform’s performance in the coming weeks to determine if it solidifies as a leading social media choice in the US.

17. Tumblr

Important Statistics:

Tumblr empowers brands to showcase their creativity across a variety of formats, from text posts and photos to videos and audio. It enables effective audience targeting based on demographic metrics like location and interest. Notably, Gen-Z constitutes a substantial 48% of Tumblr’s users.

Recognized brands like Disney have effectively employed Tumblr to connect with younger audiences, managing an official Disney Pixar account to share behind-the-scenes content and film updates for their followers.

Disney's Pixar account, where they share behind-the-scenes artworks and information about films for their followers.

18. Discord

Important Statistics:

  • Global monthly active users: 150 million
  • US users: 23% of all traffic
  • Average time spent daily: 17 minutes
  • Largest demographic: 25-34 years old
  • Recommended for: Discord serves as an effective venue for communicating with customers and facilitating digital distribution. It is predominantly utilized by brands and companies in the gaming sector.

Discord is somewhat distinct from other social media applications, being heavily community and chat-oriented. Users create or join servers based on their interests and can directly message one another within those spaces.

For gaming businesses, establishing a Discord channel is an excellent method of connecting with customers, as it allows the formation of a community around your game development and receiving immediate feedback. While Discord is generally viewed as a gaming app, any business can create a Discord community, a worthwhile endeavor if customer feedback is a core aspect of your operations.

19. Twitch

Important Statistics:

Although Twitch is frequently associated with gaming, it is swiftly becoming the leading platform for live streaming across all domains. At virtually any moment, millions of active streamers contribute to Twitch, making it the perfect channel for brands aspiring to engage younger audiences such as Millennials and Gen Z through live broadcasts.

20. Bluesky

Important Statistics:

  • Global monthly active users: 20 million
  • US users: 3.2 million
  • Average time spent daily: Roughly 10 minutes
  • Largest demographic: Under 35 years old
  • Recommended for: Bluesky may prove advantageous for brands wishing to explore new platforms before potential user growth.

Despite Bluesky’s relatively small active user count, its growth indicators are promising, with an almost 100% increase in users recorded in October 2024. While B2C brands lead the posting on Bluesky at present (54% vs 12% for B2B), 40% of B2B marketers intend to allocate time to this social media outlet moving forward. Seventy-three percent of Australian marketers report that their brands have already begun posting on Bluesky.

Posts on Bluesky are primarily text-centric, and the platform focuses on fostering an open community. This suggests it could develop into a significant direct communication channel for brands in the future. A few brands with a robust online presence have already garnered followers on Bluesky, such as the bookseller Waterstones.

Bookseller Waterstones has a strong online presence and following on Bluesky.

21. Lemon8

Important Statistics:

  • Global monthly active users: 16 million
  • Users in the US: 1 million
  • Average time spent daily: 40 minutes
  • Largest demographic: 25-34 years old
  • Recommended for: Lemon8 is an emerging social platform affiliated with TikTok. Its predominantly female-focused and lifestyle-concentrated content makes it an excellent option for brands aiming specifically at women.

Lemon8 is rapidly gaining traction, evidenced by a 120% increase in users between 2023 and 2024. Positioned as a more contemporary counterpart to TikTok, it features similar short videos and benefits from its association with the company.

Additionally, it adopts a Pinterest-style board format along with topic tabs that encompass various subjects, including home, fashion, beauty, food, wellness, and travel.

22. Mastodon

Important Statistics:

  • Global monthly users: 10 million
  • Monthly active users: 1 million
  • Average time spent daily: 5 minutes (November 2022)
  • Largest demographic: 25-34 years old
  • Recommended for: Mastodon functions as a microblogging platform and could suit enterprises focused on niche markets.

Mastodon is an open-source platform with a closely-knit user community, commonly attracting individuals interested in software development or decentralized social structures.

While its user base remains relatively small compared to other options, providing tailored content for its specific audience can deliver benefits to brands targeting niche markets.

23. Neptune

Important Statistics:

  • Global monthly active users: The platform is currently undergoing beta testing.
  • Recommended for: Neptune is a new platform seeking to differentiate itself. It could serve as a suitable choice for innovative brands aiming to distinguish themselves from competition.

Although Neptune has yet to fully launch, it’s worth monitoring to see if its unique strategies lead to establishing a popular platform in the future. Its foundation on distinctive content strategies, including allowing algorithm customization with emphasis on content quality, makes it intriguing.

Social media is in constant flux, prompting marketers to stay alert regarding potential new applications. Who knows—Neptune might emerge as the next significant platform within a few years.

Discover the most suitable social apps for your brand

To cultivate lasting customer relationships, it’s essential to identify where your audience engages online. However, understanding which social media platforms your customers frequent is just a part of the process. You must also have a firm grasp on what drives each application and the nuances of engagement.

Consult our social media benchmarks for various industries to effectively establish performance metrics on different social media platforms and guide your social strategy.

The post 20+ social media platforms your brand should utilize first appeared on Sprout Social.