Facebook — Usage: 56.6% of internet users 16+
Reach anchor and community engine, particularly strong 35+. Groups are internationally unrivaled for exchange, information, and discussion. In “favorite” rankings, Facebook trails WhatsApp and Instagram, but remains globally ahead for monthly usage.
YouTube — Usage: 55.3% of internet users 16+
Long-form for trust and explanation—ideal for nutrition advice, training, health. Shorts still deliver underpriced attention at the moment. In daily usage time, globally top-tier, just behind TikTok.
Instagram — Usage: 54.5% of internet users 16+
Often functions as a brand business card. Each format lane (Reels, Carousels, Stories, Lives) has its own job—and its own algorithm. New: Meta is heavily investing in automatic video translations. English voices can already be output in Spanish.
WhatsApp — Usage: 54.0% of internet users 16+
Very close to the customer. Ideal for service, consulting, re-activation, and repeat purchases. Tops the global “favorite” data; daily usage is around one hour. However, ad tolerance is low. Customer value is decisive.
TikTok — Usage: 35.6% of internet users 16+
Enormous awareness potential; highest daily dwell time. Internationally, TikTok is often run with a global account: younger target group, strong English proficiency, snackable content. Auto-subtitles/translations work well – ideal for scalable, international creatives. On TikTok, entertainment wins.
Telegram — Usage: 33.3% of internet users 16+
Broadcast and community channel; good for deals, updates, support. Smaller than the major messengers in preference data, but with solid monthly usage.
X (formerly Twitter) — Usage: 29.1% of internet users 16+
Relevant for news, support and opinion leaders; a lean, fast channel. Low single-digit “favorite” share, but measurable global usage.
Pinterest — Usage: 25.1% of internet users 16+
Visual discovery and intent booster; saves as pre-purchase signal. Smaller in “favorite,” but with a clear role in inspiration and an often underestimated traffic driver.
Snapchat — Usage: 23.2% of internet users 16+
Young audiences, AR use cases, friend networks. Below the big video/feed platforms in daily app time, but with stable monthly usage.
LinkedIn — Usage: 21.9% of internet users 16+
The global network for B2B and employer branding for industry and retail.
What does this mean for you?
View the platforms through the lens of your target markets and check local usage. Which platform is most important for your audience? Where does inspiration happen? Where does information live? And where does real loyalty form? Your channel mix must fit your audience and your brand positioning.
INFOBOX
Five Platform Giants from Asia
WeChat (Weixin) has evolved in China into the all-dominant super-app. What began as a messenger now encompasses social media, mini-programs for shopping, WeChat Pay, and entire corporate ecosystems.
Douyin – the Chinese TikTok – combines highly sophisticated video algorithms with livestreaming and in-app commerce. Unlike its international twin, Douyin operates exclusively on mainland China.
Kuaishou positions itself as a community-focused short-video alternative. The platform particularly excels in smaller cities with longer user engagement times, e-commerce livestreams, and a strong social network character.
Xiaohongshu (RED) functions as a hybrid of Instagram, Pinterest, and review platform. The "lifestyle discovery" app has become the go-to destination for product research – especially among young, urban women in beauty, fashion and travel.
LINE dominates as a super-app primarily in Japan, Taiwan, and Thailand. The platform combines messaging, social media, digital payments and mini-services into an indispensable daily companion.
These platforms demonstrate: While the West relies on specialized apps, Asia is dominated by integrated ecosystems that cover all areas of life.
In the next installment
How to create a social media potential analysis using Instagram as an example.
About the author
André Karkalis has been a communications consultant for over 20 years, the owner of an exuberant Golden Retriever, and the founder of the agency TONY. With his team, he has completed over 100 projects for industry and retail in the pet sector and has received, among others, the Digital Communications Awards, the German Prize for Online Communication and the European Excellence Awards. In addition to social media marketing, TONY produces Europe’s largest petfluencer events and has been organizing the GERMAN PETFLUENCER AWARDS since 2019.
You can reach the author at: a.karkalis@tony.pet
