Social media is the heartbeat of modern communication, shaping trends, driving conversations, and influencing buying decisions. However, not all platforms wield the same power, and understanding which ones dominate—and for which audiences—is essential for businesses, influencers, and marketers looking to maximise their impact. From TikTok's video-first approach to YouTube's unrivaled reach, each platform has carved out its niche in the digital landscape.
In 2025, platforms like YouTube, TikTok, Instagram, and Facebook are not just places to connect—they’re engines of influence. Whether targeting Gen Z with bite-sized entertainment or engaging Millennials with product discovery content, knowing where your audience spends their time is key. With video content reigning supreme across most platforms, brands have more opportunities than ever to captivate audiences and drive results. Let’s dive into which platforms hold the most sway and how they cater to specific demographics.
Influence in mass: the largest platforms by active users
When it comes to sheer scale, a few social media platforms dominate the global landscape, boasting billions of active users and unparalleled reach. As of 2025, Facebook remains the largest social media platform, with over 3.15 billion monthly active users, representing nearly 40% of the global population. Its widespread adoption across demographics and regions solidifies its position as a cornerstone for personal and business communication.
YouTube closely follows, with 2.7 billion monthly active users, making it the second-largest platform globally. Known for its video-first approach, YouTube captures more than half of all internet users worldwide, offering immense potential for creators and advertisers alike. Instagram holds firm at fourth place, with 2.11 billion monthly active users, appealing primarily to younger audiences and brands focused on visual storytelling.
Meanwhile, TikTok continues its meteoric rise, amassing 1.5 billion users globally and carving out a niche as the leader in short-form video content. These platforms not only dominate in terms of user numbers but also shape digital trends, making them indispensable for marketers aiming to reach massive audiences. (Source: Priori Data)
Utilising the most influential social media platforms
Not all social media platforms are created equal, and each has its own unique strengths, audience dynamics, and content preferences. Understanding how to leverage these differences can help brands and creators craft more impactful strategies tailored to the right people, in the right places, at the right time.
Facebook’s audience spans multiple generations, but it resonates particularly well with Millennials, Gen X, and Baby Boomers. It’s a go-to platform for fostering community through Groups and sharing longer-form posts, making it ideal for brands focused on storytelling or building loyalty.
Content that performs best includes engaging videos, thought-provoking posts, and interactive features like polls or live streams. Facebook is also a powerhouse for targeted advertising, allowing businesses to reach specific audiences based on interests, behaviors, and demographics.
YouTube
YouTube attracts a broad audience, from Gen Z to Baby Boomers, with a strong focus on education, entertainment, and how-to content. It’s especially effective for brands looking to build authority through tutorials, product reviews, or behind-the-scenes videos.
Long-form content thrives here, but short-form YouTube Shorts are gaining traction as a way to capture attention quickly. Brands can also leverage collaborations with YouTube creators to tap into niche communities and drive authentic engagement.
Instagram skews younger, with a strong following among Millennials and Gen Z who value visually appealing and creative content. The platform is perfect for showcasing aspirational lifestyles through curated photos, Stories, and Reels.
Short-form video content performs particularly well, especially when it’s authentic and trend-driven. Brands can also take advantage of Instagram Shopping to seamlessly integrate products into posts and Reels, making it a hub for discovery and e-commerce.
TikTok
TikTok is the ultimate playground for Gen Z and younger Millennials who crave entertaining, relatable, and trend-focused content. The platform thrives on short-form videos that are creative, humorous, or tied to viral challenges.
Authenticity is key here—polished ads often underperform compared to raw, user-generated-style content. Brands can leverage TikTok by participating in trends, collaborating with creators, or using features like Branded Hashtag Challenges to spark engagement.
LinkedIn stands apart as the premier platform for professionals and B2B marketers looking to connect with decision-makers. Its audience skews older—primarily Millennials and Gen X—and values thought leadership content like industry insights, case studies, and professional tips. Video content is increasingly effective here, especially when it focuses on education or business success stories. For brands looking to build credibility or generate leads in professional spaces, LinkedIn offers unmatched opportunities through both organic posts and targeted ads.
Snapchat
Snapchat caters primarily to Gen Z and younger Millennials who enjoy playful, ephemeral content. The platform’s AR filters and Bitmoji integrations make it ideal for immersive campaigns that feel fun and interactive.
Short-lived Stories encourage urgency and exclusivity in brand messaging. Snapchat excels at driving engagement for product launches or campaigns that lean into creativity and self-expression.
By aligning your strategy with the unique strengths of each platform—and tailoring your content accordingly—you can better reach your target audience while maximising influence across the ever-evolving social media landscape.
Influential social media video trends
HubSpot recently revealed its latest Video Marketing Report which was jam packed with insights regarding social media platforms and their influence, including:
Video content dominates social media
Platforms like TikTok, Instagram Reels, and YouTube lead the charge in video-first strategies. These channels prioritise video content because it resonates strongly with audiences who use social media to be entertained, discover products, and learn about brands.
Instagram and YouTube deliver high ROI
Instagram is the most popular platform for sharing videos, with 76% of marketers using it for its top-tier ROI, engagement, and lead generation capabilities. YouTube ranks second in ROI and is a key player for reaching broad audiences with both short- and long-form video content.
TikTok’s engagement power
While TikTok trails Instagram and YouTube in overall usage by marketers (54%), it delivers the second-best engagement rates and lead generation results. Its focus on short-form, authentic, and trend-driven content makes it a standout platform for connecting with younger audiences.
Short-form video reigns supreme
Short-form videos (21–60 seconds) are the most effective format across platforms and offer the highest ROI for marketers. This aligns with the growing preference for quick, digestible content on platforms like TikTok and Instagram Reels.
Authenticity over professionalism
Consumers increasingly value authentic and relatable content over polished productions. In terms of engagement, user-generated content (UGC) and behind-the-scenes videos often outperform scripted or highly edited material.
These insights underscore the importance of tailoring video strategies to platform strengths while prioritising authenticity to maximise influence on social media.
Amplify your social media video content
Sidekick Store empowers brands, influencers, and content creators to harness the full potential of social media by providing original, user-generated video footage that feels authentic and relatable. With ready-to-use content tailored for platforms like TikTok, Instagram, and YouTube, Sidekick Store helps you create engaging campaigns that resonate with your audience and drive results.