The Most Popular Social Media Platforms of 2018

The digital age is well underway. Pen and paper are out: today, we communicate and share almost entirely online. But as digital has taken over, our communication tools have multiplied. With so many platforms out there, let’s see which social media platforms people actually use the most.

Tell Me Which App You Use, and I’ll Tell You Who You Are

Today, users see messaging and sharing platforms as much more than a simple communication channel. They’re so present in our daily lives that they can sometimes shape how we act and even how we think. And their audiences differ: Snapchat users, for example, aren’t necessarily the same people as Twitter users.

What are our favorite social media platforms? Which ones are the most used? Why do we prefer one over another? Here are the answers.

Today’s Social Media Landscape in Numbers

Facebook, though launched in 2004, is still the most influential social network. A true giant, Facebook keeps growing in importance as Mark Zuckerberg adds new acquisitions to the family (Instagram, WhatsApp, and more) and new features, such as job listings on Facebook.

Every month, more than 2 billion users log in to the platform.

In second place is Google, through YouTube. Founded in 2005 by three former PayPal employees, YouTube was bought by the search giant the following year. It has 1.9 billion monthly active users.

WhatsApp, which Facebook bought in 2014 for a hefty $19 billion, is the third most-used platform, with 1.5 billion monthly active users. It’s followed by Messenger (1.3 billion monthly active users), the instant messaging service Facebook built into its platform. Further proof of Facebook’s dominance.

Fifth place goes to WeChat, a Chinese platform that’s far less known in the U.S. Launched in 2011, it already has 1 billion users, the same as Instagram.

Next come QQ (806 million users), Qzone (563 million), Douyin (500 million), and Weibo (411 million), all Chinese platforms as well.

Only then does Twitter appear, with about 335 million users. LinkedIn ranks 14th with 294 million users, closely followed by Viber (260 million) and Snapchat (255 million).

Other widely used platforms include Pinterest, Line, Slack, Reddit, and Telegram. One thing is certain: when it comes to communication tools, we’re spoiled for choice. Together, these platforms reach some 4 billion users. That’s quite a market!

Where Things Stand in 2026

Some names have changed since 2018: Facebook’s parent company became Meta in October 2021, Twitter was renamed X in July 2023, and Douyin is the Chinese counterpart of TikTok. User numbers have changed a lot too, so check current figures before planning a campaign. For platform-specific tactics, see our guides to Pinterest marketing for business and getting more TikTok followers.

Want to Grow Your Business on Social Media?

Référenceur is a French-speaking agency from Belgium and Luxembourg, and our social media marketing team works with U.S. businesses remotely, through video calls, shared screens, and monthly reporting. Ready to pick the right platforms for your audience? Get a free assessment.