What are the Top Social Media Platforms? We Crunched the Numbers and the Result May Surprise You!
Take a look at User Count, Engagement, and Cultural Influence on these Social Platforms
As of 2025, here are the top 3 social media platforms in terms of overall popularity and cultural influence.
As of 2025, a handful of platforms dominate this digital landscape, with Instagram, TikTok, and Reddit leading the charge. These platforms shape trends, drive engagement, and offer unprecedented opportunities for branding and marketing (yes I know you know). So it’s important to have a factual grip on which platform performs the best for brands, and here they are:
Popularity:
~2 billion global monthly users
~172 million U.S. users
Influence:
Dominates lifestyle trends, fashion, beauty, travel, and social commerce
Top platform for influencer marketing and brand storytelling
61% of users say they’ve discovered a product on Instagram
Why it ranks #1:
Despite declining engagement rates, Instagram remains the go-to platform for visual branding, with strong integration of shopping features and a massive global footprint.Global Monthly Active Users: ~1.74 billion users (Jan 2025) (about 27% of people 13+ worldwide). Some sources report ~2 billion (Apr 2024)
U.S. Monthly Active Users: ~172 million active users (Jan 2025)
Growth: Modest growth – Meta’s ad-reach data rose ~5.5% from Jan 2024 to Jan 2025. (For context, Instagram added roughly +90.8 M users in that year.)
Engagement Rates
Engagement on Instagram is comparatively low and has declined. Industry analyses show an average engagement rate (likes+comments per follower) of only ~0.50%. That metric fell about 28% year-over-year (from ~0.70% in 2023 to 0.50% in 2024). Reels and photo carousels typically outperform static images, but even top posts get only low single-digit percents. By contrast, TikTok’s engagement (~2.5%) is roughly five times higher. In practice, this means brand posts on Instagram generate only modest interaction: roughly half of users engage with brands daily, but overall user engagement per post is relatively low.
Cultural Influence
Instagram remains a major hub for lifestyle and consumer trends, especially shopping and influencer marketing. For consumer behavior: 61% of social users say they use Instagram to discover products to buy (the highest of any platform). Industry data find ~72% of Instagram users have bought something after seeing it on the app, and ~36% made a purchase within five hours of discovery. In other words, Instagram strongly drives brand discovery and sales via its visual feeds and shopping features. It’s also central for influencer culture: ~69% of people say Instagram hosts the most engaging brand content, and ~50% interact with brands daily.
As for broader culture, Instagram largely shapes aesthetic trends (food, travel, fashion, design) and social commerce. Many brands and celebrities launch campaigns here; for example, Instagram Shopping (the “Shop Now” features) has over 25 million businesses, greatly fueling e-commerce. On the news front, Instagram’s impact is modest: only ~20% of U.S. adults regularly get news on Instagram (similar to TikTok’s ~17%). Instagram’s role is thus more in branding and consumer influence than in breaking news. Compared to prior years, Instagram’s user base continues to expand slowly, but engagement per post has weakened, as more emphasis shifts toward video reels and commerce.
🥈 TikTok
Popularity:
~1.6 billion global monthly users
~136 million in the U.S.
Influence:
Drives music, fashion, food, and youth culture
Highest average engagement rate (~2.5%)
Launchpad for viral trends, with huge commerce impact via TikTok Shop
Why it ranks #2:
TikTok leads in cultural influence—from Billboard hits to viral recipes and niche obsessions like #BookTok. It’s especially dominant among Gen Z and younger millennials.
Global Monthly Active Users: ~1.59 billion users (Jan 2025, ad-reach basis). (TikTok now claims ~28–33% of the adult internet population.)
U.S. Monthly Active Users: ~136 million active users (Jan 2025). The U.S. remains its single largest market.
Growth: Growth is slowing. TikTok’s global audience reach grew only about +2.0% from Jan 2024 to Jan 2025 (≈+31 million users), down from the double-digit gains of prior years.
Engagement Rates
TikTok is by far the most engaging of the top three platforms. Multiple reports cite TikTok’s average engagement (likes/comments per follower) at around 2.5%, compared to only ~0.5% on Instagram. Sprout Social notes this is only slightly below 2023’s ~2.65%, a ~5.6% drop. In raw terms, TikTok content routinely generates significantly more comments and shares than Instagram posts. Even influencers on TikTok see higher engagement: a 2024 analysis found ~2.18% average engagement per post for TikTok influencers. (To compare, Instagram engagement fell ~28% YoY to 0.50%, and industry reports show Instagram’s engagement declining while TikTok’s remains in the 2–3% range.)
Cultural Influence
TikTok now drives internet culture and trends more than any other platform. Its impact on music, commerce, and viral content is enormous. For example, TikTok’s own “Year on TikTok 2024” report highlights that the Top 10 TikTok songs collectively generated over 200 million video creations on the app (and 8 billion Spotify streams). TikTok’s #1 global song of 2024 (“Gata Only”) alone had ~50 million videos and 1.3 billion Spotify streams. In fact, 13 of 16 Billboard Hot 100 #1 songs in 2024 were propelled by TikTok trends. (This is shown visually in TikTok’s infographic of the year’s Top 10 songs.)
TikTok also powers viral subcultures: e.g. #BookTok (book recommendations) had over 1.2 million posts in the first 10 months of 2024, helping obscure titles become bestsellers. Similarly, TikTok’s food, fashion and fitness tags (FoodTok, BeautyTok, etc.) turn everyday users into trendsetters. On commerce, TikTok Shop and livestream shopping have exploded: by 2024 TikTok Shop hosted ~500,000 U.S. merchants, and surveys show 37% of Americans under 60 have purchased via TikTok. Live shopping events have generated multimillion-dollar sales for creators.
Even news and sports see TikTok influence: about 52% of U.S. TikTok users say they regularly get news on the app (up from 43% in 2023), far higher than on Instagram or Reddit. Major events like the 2024 Olympics drew ~50 billion views on TikTok-related hashtags in two weeks, and sports leagues increasingly partner with TikTok for fan engagement. For brands, TikTok has become a critical marketing platform: it is now the third-most-used channel for influencer marketing (61% of surveyed marketers use it).
Notable shifts (2023–24): TikTok’s growth has plateaued compared to earlier years (+2% YOY in early 2025), and its engagement has dipped slightly (~-5.6% YOY). Instagram also saw flat growth (+5.5% YOY reach) and a sharp drop in engagement (-28% YOY). In contrast, Reddit surged – e.g. Q3 2024 DAUs grew +51% YoY – as the platform’s improvements and community activity spurred user gains.
Popularity:
~1.1–1.36 billion monthly unique visitors globally
~97 million daily active users
Influence:
Strong in grassroots trends, niche communities, and authentic discussions
A go-to for news discovery, product reviews, and community-based trust
Powerhouse in organic influence (think: r/WallStreetBets, AMA formats)
Why it ranks #3:
While not as flashy or mainstream as TikTok or Instagram, Reddit commands depth of engagement and trust, especially for product research and community-based validation.
Global Monthly Active Users: ~1.1 billion monthly unique visitors (Jan 2025). (By some estimates ~1.36 billion in 2025.)
U.S. Monthly Active Users: ~394 million monthly unique visitors (Dec 2024), about 36% of total.
Active Users: ~97 million daily active users (Q3 2024) and ~365 million weekly (Q3 2024).
Growth: Rapid spike in 2024 – e.g. Q2 2024 DAUs were 91.2 M, +51% YoY. Projected growth through 2025 far outpaces most platforms.
Engagement Rates
Reddit’s engagement is measured by user contributions (upvotes, comments). In Q3 2024 conversation pageviews topped 90 billion (a +40% YoY surge), reflecting heavy community discussion. Only ~7% of U.S. Reddit users opened the app daily (Q4 2023) – far below TikTok (32%) and Instagram (43%) – indicating a lower daily “burst” of activity. Over 2024 Reddit saw ~550 million posts (+17% YoY), showing strong content output. (Because Reddit has a more forum-like format, per-post “engagement” like likes/per-view is less tracked; the platform thrives on discussion depth rather than quick reactions.)
Cultural Influence
Reddit acts as a grassroots trend and news hub, though its influence is more niche. For example, in 2024 “Reddit” was the 6th most-Googled term in the U.S., highlighting its role as a go-to source for answers and community. (The White House even used Reddit AMAs for hurricane updates.) However, fewer Americans rely on it for mainstream news: only ~8% of U.S. adults regularly get news via Reddit (vs 17% on TikTok, 20% on Instagram). Reddit’s communities often drive subcultural trends (memes, niche product discussions, investment themes like r/WallStreetBets, etc.), but major brands or viral marketing campaigns have had mixed success there. In short, Reddit’s culture influence is strongest in generating conversation and grassroots memes within its forums, rather than mass-market viral trends.
✨Honorable Mention: Pinterest
Popularity: 570 million MAUs, with a 10% year-over-year growth as of Q1 2025
Engagement: Typically between 1% and 2%, varying by industry
Influence: Acts as a trend forecaster, with its annual "Pinterest Predicts" report accurately anticipating emerging trends. In 2025, themes like "Castlecore" and "Sea Witchery" have gained traction, reflecting users' desires for escapism and fantasy .
Wondering How LinkedIn, TikTok, Instagram, Reddit & Pinterest stack up in 2025?
1. Monthly Active Users (MAUs)
Instagram: ~ 2 billion MAUs
TikTok: ~1.6 billion MAUs
Reddit: ~1.1–1.36 billion MAUs
LinkedIn: Approximately 1.15 billion MAUs globally, with 230 million in the U.S.
Pinterest: ~570 million MAUs
2. Engagement Rates
LinkedIn:
Multi-image posts: 6.60%
Native documents: 6.10%
Videos: 5.60%
Overall average: ~3.85%
TikTok: ~2.5% average engagement rate
Instagram: ~0.5% average engagement rate
Reddit: Engagement is measured through discussions and upvotes rather than traditional metrics.
Pinterest: Typically between 1% and 2%, varying by industry.
3. Cultural Influence
LinkedIn:
-Dominates in professional branding, thought leadership, and B2B marketing.
-Increasingly incorporates humor and personal storytelling, reflecting a shift toward more authentic content.
-Video content is on the rise, with a 44% year-over-year increase in uploads by CEOs and executives.
TikTok: Leads in setting viral trends, especially among Gen Z, influencing music, fashion, and more.
Instagram: Dominates lifestyle and influencer culture, shaping aesthetics and consumer behavior.
Reddit: Influential in niche communities, often serving as a hub for in-depth discussions and grassroots movements.
Pinterest: Acts as a trend forecaster, particularly in areas like home decor, fashion, and wellness.
LinkedIn's influence is particularly strong in areas related to career development, industry insights, and professional networking.
🧭 Strategic Takeaways for Lifestyle & Consumer Brands
LinkedIn: Ideal for B2B marketing, professional development content, and establishing thought leadership. Brands can leverage the platform to connect with industry professionals, share insights, and build credibility.
TikTok: Best suited for brands aiming for rapid visibility and viral engagement, especially among younger demographics.
Instagram: Continues to be a powerhouse for visual storytelling, influencer partnerships, and direct-to-consumer marketing.
Reddit: Valuable for brands looking to engage in authentic conversations, gather feedback, and build trust within specific communities.
Pinterest: Effective for brands focusing on long-term inspiration and planning, particularly in sectors like home decor, fashion, and wellness.
Here’s a tailored 2025 strategy for how a lifestyle or consumer brand should approach Instagram, TikTok, and Reddit, each playing a unique and complementary role in the marketing mix:
🥇 Instagram – The Brand & Commerce Hub
Role: Visual storytelling, brand aesthetic, influencer partnerships, and shoppable content
Strategic Approach:
Refine your visual identity: Use high-impact Reels, carousels, and stories that align with your lifestyle aesthetic — think curated, on-brand visuals, behind-the-scenes content, and elevated moodboards.
Leverage influencers (nano to macro): Partner with creators in beauty, wellness, decor, fashion, and travel — Instagram remains the #1 platform for influencer ROI in these sectors.
Utilize Instagram Shopping: Integrate product tags, collections, and “Shop the Look” in Reels and posts. Drive conversions directly in-app.
Capitalize on seasonal/occasion-based content: Trends like “Sunday reset,” “Cozy fall edit,” “Wedding guest style,” etc., continue to perform well.
✅ Best for: Aspirational branding, curated discovery, and conversion-driven visuals
🥈 TikTok – The Trend Engine
Role: Brand virality, personality-driven content, and short-form storytelling
Strategic Approach:
Create relatable, native-feel videos: Prioritize unpolished, authentic moments — tutorials, “day in the life,” transformations, or trending audio-driven clips.
Jump on relevant hashtags: Ride the momentum of micro-trends like #GRWM, #TikTokMadeMeBuyIt, #SundayReset, or niche tags like #CleanGirlAesthetic or #BookTok.
Use TikTok Shop & Live: If e-comm is key, experiment with creator partnerships and livestream demos — especially around product launches or limited drops.
Let the brand have a POV: Don’t be afraid to get quirky, clever, or fun. TikTok rewards creativity and cultural awareness.
✅ Best for: Reaching Gen Z, trend-surfing, and viral product discovery
🥉 Reddit – The Trust Builder
Role: Deep community engagement, product education, and consumer trust
Strategic Approach:
Join or monitor niche subreddits: Identify where your audience talks (e.g., r/skincareaddiction, r/fragrance, r/homegym, r/candlemaking). Learn the lingo and sentiment before posting.
Engage through Ask Me Anything (AMAs) or expert-led discussions: Position your founder or team as a thought leader — Reddit users value transparency and knowledge.
Run targeted Reddit Ads: Use contextual ads in relevant threads or subreddits. These perform better when paired with organic-looking language.
Seed UGC and honest reviews: Collaborate with Reddit-savvy superfans to generate buzz. Authentic testimonials are powerful here — avoid salesy copy.
✅ Best for: Long-term loyalty, research-driven audiences, and credibility building
