A global survey conducted in the second quarter of 2025 found that the main reason for using social media was to stay in touch with friends and family, cited by percent of users. Nearly in respondents reported using social platforms to fill spare time, while fewer than in said they used them to follow celebrities and influencers.
The most popular social network
Facebook dominates the social media landscape. The world's most popular social media platform turned 20 in February 2024, and it continues to lead the way in terms of user numbers. As of February 2025, the social network had over billion global users. YouTube, Instagram, and WhatsApp follow, but none of these well-known brands can surpass Facebook’s audience size. Moreover, as of the final quarter of 2023, there were almost billion Meta product users.
Ever-evolving social media usage
The utilization of social media remains largely gratuitous; however, companies have been encouraging users to become paid subscribers to reduce dependence on advertising profits. Meta Verified entices users by offering a blue verification badge and proactive account protection, among other things. X (formerly Twitter), Snapchat, and Reddit also offer users the chance to upgrade their social media accounts for a monthly fee.