What are the top Social Media Platforms in Australia in 2025, and how to pick the best channel for your digital advertising

Unlocking the Potential of Social Media in Australia: A Guide to Drive Business Success

In today's digital age, social media has become an integral part of our daily lives, connecting people from all corners of the globe.

In 2025 social media usage in Australia is thriving, with a significant percentage of the population actively engaging on multiple platforms.

But where are most Australians spending their time online? The social media landscape in Australia may surprise you.

In recent years, social media usage has soared in Australia, making it one of the most active user bases worldwide. With a staggering 19 million monthly active Australian users, Facebook continues to dominate the market, offering an unparalleled reach for businesses. YouTube, with approximately 18.5 million unique Australian visitors per month, stands as a testament to the power of video content. And let's not forget about the rising popularity of platforms like WhatsApp, Instagram, LinkedIn, and Snapchat, each with their own unique advantages for reaching your target audience.

Here are the top 5 Social Networks in Australia in 2025:

1. Facebook – 19,000,000 Monthly Active Australian Users
2. YouTube – 18,500,000 Unique Australian Visitors per month
3. WhatsApp – 13,000,000 Active Australian Users
4. Instagram – 12,000,000 Monthly Active Australian Users
5. LinkedIn – 6,500,000 Monthly Active Australian Users

These figures represent the immense potential for businesses to engage with their audience and drive meaningful interactions.

Is TikTok as big a player as it is portrayed in the media?

Many marketers think that they should be advertising in TikTok, the rising star of social media, as it’s all they seem to hear about.

But you may be surprised to know that it is actually only the 8th most popular social media network with only 5.8 million active Australian users as of June 2025.

Despite the hype, TikTok is still well behind the top 5 platforms in Australia. The buzz mostly comes from clever marketing and its appeal to a younger crowd, not broad adoption. What it lacks in scale, it makes up for with a loyal Gen Z following.

Where should you spend your social media Advertising Budget?

Here is a run down of the social media landscape in Australia in 2025 which can act as a guide to where to put your marketing budget for advertising.

1. Facebook: The Unstoppable Giant

With a staggering 19 million monthly active Australian users, Facebook continues to dominate the social media landscape. If you hear that Facebook is dead, it is simply not true. The platform continues to dominate and reinvent itself which leads to active users continuing to use the service. It represents an unparalleled opportunity for businesses to reach and engage with their target audience.
With Messenger, marketplace, groups and newsfeed - From teenagers to seniors, Facebook offers a diverse user base, making it a versatile platform for marketers.

2. YouTube: The Power of Video

Video content is still very popular in Australia especially with the younger demographics. With approximately 18.5 million unique Australian visitors per month on YouTube, businesses can leverage the channel by creating pre-roll or skippable ads and book them programmatically or by interest before content that is very specific to their audience.
Whether it's product demonstrations, tutorials, or behind-the-scenes glimpses, YouTube offers a dynamic platform to showcase your brand's personality and connect with potential customers.

3. WhatsApp: The Rising Star

With 13 million active Australian users, WhatsApp (another Meta owned brand) has emerged as a powerful communication tool for personal and business use.

4. Instagram: Visual Storytelling at its Best

With 12 million monthly active Australian users, Instagram provides a visually appealing playground for businesses to showcase their products and services.
By curating stunning visuals, utilising hashtags, and engaging with their audience, brands can establish a strong presence on Instagram. Stories and reels enhance the platform's value and broad appeal to its users who are both younger and more mature..

5. LinkedIn: Professional Networking Redefined

Boasting approximately 6.5 million monthly active Australian users, LinkedIn offers a unique space for businesses to connect with professionals and foster B2B relationships.
From thought leadership articles to industry-specific discussions, LinkedIn allows brands to position themselves as authoritative voices within their respective fields.

6. Snapchat: Capturing the Youth

Snapchat has witnessed significant growth in Australia, attracting 6.4 million monthly active users and 4.5 million daily active users. Brands targeting the younger demographic can leverage Snapchat's ephemeral content to create engaging experiences, such as behind-the-scenes sneak peeks, limited-time offers, and interactive campaigns.

7. X (formerly Twitter): Niche but Vocal

With around 2.7 million monthly active Australian users, X (previously Twitter) maintains a smaller but highly active and opinionated user base. While it doesn’t rival the top platforms in reach, it remains relevant for real-time updates, commentary and news-related engagement. For brands in media, politics or entertainment, X can still offer value when used as part of a broader multichannel strategy.

Key Strategies for Success

1. Targeting the Right Audience

Understanding your target audience is crucial to success. Facebook still boasts a wide user base across age groups. As of June 2025, the largest age segments are 25–39-year-olds (6.7 million users) and 40–55-year-olds (4.6 million users), with significant presence also among the 18–24 and 55+ demographics. By tailoring your content and messaging to resonate with each group, you can maximise your impact and drive engagement.

2. Compelling Content Creation

Craft captivating content that tells your brand's story, showcases your products or services, and resonates with your target audience. Utilise visuals, videos, and storytelling techniques to create an emotional connection and inspire action.

3. Building Trust

Consistency and authenticity are the cornerstones of trust-building. Engage with your audience, respond promptly to their inquiries and feedback, and demonstrate genuine interest in their needs. By fostering meaningful connections, you establish trust that drives people to take the next step.

4. Data-Driven Optimization

Continuously analyse your social media performance, leveraging insights and metrics to refine your strategies. Identify what resonates with your audience, optimise your messaging, and track conversions to drive better results.

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Social media has revolutionised the way businesses connect with their audience, and in Australia, the opportunities are immense.

By understanding the unique characteristics and user behaviours of each platform, businesses can effectively leverage social media to build trust, enhance brand visibility, and drive meaningful engagement.

Embrace the power of Facebook, YouTube, WhatsApp, Instagram, LinkedIn, Snapchat, and Chinese social media platforms to unlock your business's true potential in the digital landscape.

Stay consistent, authentic, and data-driven to establish long-lasting connections and achieve digital marketing success in Australia.

As social media continues to flourish in Australia, the potential for businesses to drive engagement and generate valuable leads is unprecedented.

By understanding the social media landscape, targeting the right audience, and implementing effective strategies, you can unlock the full potential of these platforms.