Most used social networks

Five billion people are present on social networks. Five billion people access –with greater or lesser frequency– social media, which has turned these platforms into key tools for all types of companies and brands to reach their target audience. The key issue is knowing how to select which are the most used social networks depending on the target audience, and below you will find important information to optimize digital marketing to the fullest.

Now, if you work in social media management, you may have questions such as: Which are the most used platforms? Who exactly are they aimed at? What is the user profile of each one?

What are social networks?

It may seem obvious, but it is important to understand what we are dealing with in order to better grasp the universe that has formed around these virtual meeting spaces. Five simple tips to define what social networks are:

1. They are communication and information-sharing platforms, largely intended for leisure and entertainment.
2. They are digital, hosted on the web or cloud, and accessed via an internet connection.
3. Registration with an email address is required to access them.
4. Each platform has its own usage rules and data protection policies, so users must follow them carefully.
5. Most are free, although some offer paid premium services.

How many users do social networks have?

At the beginning, we mentioned the number of people present on social networks. Several platforms gather a large portion of that audience, with Facebook leading since the early days.

• Facebook: 3.094 billion users (global figures).
• YouTube: 2.491 billion users.
• Instagram: 2.000 billion users.
• WhatsApp: 2.000 billion users.
• TikTok: 1.542 billion users.
• Messenger: 979 million users.
• X (Twitter): 619 million users.

Note also other very interesting networks such as LinkedIn (610 million users) and Pinterest (322 million users).

Difference between social networks and social media

These terms are often confused, and it is not always clear whether there is really a difference between social networks and social media or whether they refer to the same thing.

1. Those who consider them the same: social media is essentially the English term for social networks, and many professionals use them interchangeably.
2. Those who believe they are different: in this view, social media refers to the type of content shared (news, videos, photos, GIFs, etc.), while social networks are the platforms where users connect and interact.

Types of social networks

There are different ways to classify social networks. A common one is based on their purpose and audience:

• General-purpose: aimed at a broad audience, such as Facebook, Instagram, and TikTok.
• Specialized: focused on specific purposes, such as LinkedIn for professional networking or dating platforms for meeting partners.

Examples of the most used social networks

Digital marketing strategies that include presence on different types of social networks must consider user profiles, usage frequency, and engagement levels in order to choose the most effective platforms.

• Millennials and Generation X? Facebook.
• Want to connect with influencer followers? YouTube, TikTok, and Instagram.
• Targeting younger audiences? TikTok (ages 16–25).
• Middle-aged, more critical audiences? X (Twitter), mainly ages 25–49.
• Fashion, beauty, lifestyle, and travel brands? Instagram.

These platforms complement each other, so it is not about using just one, but about designing a balanced social media strategy based on resources and goals. Success is not about being everywhere, but about knowing how to be present effectively.