07
June
,
2023
Chris Walker
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 2026 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 19 million monthly active Australian users, Facebook dominates the market, offering an unparalleled reach for businesses. Similarly, YouTube boasts approximately 18.5 million unique Australian visitors per month, making it another powerful platform for reaching a broad audience.
These figures represent the immense potential for businesses to engage with their audience and drive meaningful interactions.
Many marketers think that they should be advertising on 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 4th most popular social media network with 10.1 million active Australian users as of June 2026.
Despite the hype, TikTok is important and has cracked the top5 socail platforms in Australia. The buzz mostly comes from the appeal to a younger crowd with a loyal Gen Z following.
Here is a run down of the social media landscape in Australia in 2026 which can act as a guide to where to put your marketing budget for advertising.
Video content is still very popular in Australia especially with the younger demographics. With more available options with YouTube shorts, businesses can leverage the channel by creating different sized assets for the different formats like vertical in line with Meta as well as tradtional YouTube ads and book them programmatically, by affinity, interest or with custom audiences. Depending on who your audience is and what your business goal is.
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.
With a staggering 16.6 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 reinvent itself and add new service offerings, 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.
With 13.7 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. Carousels have in 2026 been a particular high performing format with advertisers on Instagram.
Reddit has grown quickly in Australia and is becoming a key advertising channel for niche interests. we actually love Reddit as an advertiser as a great awareness platform with low cost reach for awareness. Wth an estimated 11.5 million monthly active Australian users. Its strength is in highly engaged communities built around specific interests, topics and questions. For advertisers, Reddit can be particularly useful for reaching people while they are researching, comparing products or looking for recommendations, making it a strong consideration channel for niche and higher-value purchases.
With 10.1 million active Australian users, TikTok has grown rapidly in Australia, particularly among younger audiences, and now offers advertisers access to a sizeable and highly engaged user base. Its short-form video format, strong content discovery and interest-based targeting can make it effective for brands looking to build awareness, reach new audiences and drive engagement through creative, native-feeling ads.
Boasting approximately 8.7 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.
With around 6 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.
X (previously Twitter) has lost ground as an advertising platform in Australia, with its potential ad reach falling to around 4 million users in late 2025. While X can still be useful for real-time news, commentary and niche audiences, the advertising experience can feel increasingly cluttered and lower quality compared with platforms such as Meta, TikTok and LinkedIn. For many brands, this makes X a more selective advertising channel rather than a core part of the media mix.
Understanding your target audience is crucial to success. Facebook still boasts a wide user base across age groups. As of June 2026, the largest age segments are 25–39-year-olds (6.3 million users) and 40–55-year-olds (4.3 million users), with significant presence also among the 18-25 and 65+ demographics. By tailoring your content and messaging to resonate with each group, you can maximise your impact and drive engagement.
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.
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.
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.
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.
*Note - Walk Digital based Reddit's users on reported transparency figures for Australian monthly active users, subsequent 40% audience growth, and Reddit's disclosure that approximately 55% of Australian daily users access Reddit while logged out.
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Chris Walker has helped companies find the right digital solutions to achieve their business goals for more than 15 years and has worked with almost all the key digital platforms across the whole space.
He is a Meta and Google Ads Expert, as well as a certified ActiveCampaign Consultant and klaviyo partner. He has a broad range of experience including digital strategy, content creation, strategic partnerships, marketing automation and digital advertising. He has helped businesses redesign their customer journey and content, resulting in increased sales and conversion and drive more traffic.
