Social media usage by country: The most loved apps

Every country’s culture is unique—right down to the social media platforms they use. While major platforms like Instagram and TikTok have global reach, other local alternatives dominate certain regions. 

Understanding the nuances of social media usage is critical for global businesses since users connect with and consume content differently across platforms. Adapting your brand’s social media strategies to different platforms is key to reaching global audiences with the right message in the right place and format.

In this guide, we’ll break down the most used social media by country, including top platforms and engagement trends, to enhance your localized social media strategies.

The importance of global social media patterns in localization efforts

Understanding social media usage by country lets global marketing and localization teams build marketing campaigns and engagement strategies tailored to different populations.

First, let’s answer a few common questions:

• What percentage of people use social media? Nearly 65% of the global population uses social media.

• Which country uses the most social media? China has the most social media users, amounting to 1.1 billion people, or almost 75% of the country's population.
• What are some examples of localized social media networks? KakaoTalk is a popular messaging app in South Korea, Xing is a professional network platform based in Germany, and VKontakte is a social media channel most commonly used in Russia.

Expanding your reach extends beyond just posting on different platforms, as what works for one might not work for another. And if you’re trying to reach users in a country that speaks another language, your content needs adjusting, too.  

Provide audiences with multilingual, localized content that meets their needs and expectations with Smartling’s translation software and services. Smartling’s tools eliminate the slow turnarounds of manual translation, lower cost per acquisition of global leads, and deliver polished multilingual campaigns. Efficiently translate written content, from scripts to summaries, and deliver on-brand campaigns worldwide—no matter where you’re posting.

10 top social media platforms by country: What marketers need to know

Considering how many people use social media—roughly 5.24 billion worldwide—it’s no surprise that there are dozens of platforms to choose from. While a handful of major platforms dominate social media use globally, many cater to specific regions, interests, and demographics.

Here’s a closer look at social media user statistics for the 10 most-used platforms worldwide:

Here’s more information about each platform. 

1. Facebook

Facebook users engage with a mix of personal updates, groups, events, news, and marketplace features. In North America and Europe, the platform skews toward older demographics, while Asia-Pacific and Latin America see younger, mobile-first audiences. 

Specific content preferences differ by region, with lifestyle and family themes popular in the US and community or commerce-focused content resonating in Southeast Asia.

2. WhatsApp

WhatsApp is primarily used for daily messaging, group chats, and business communication. It’s particularly popular in regions like India, Brazil, and much of Latin America, where it’s often the default communication tool. In Europe, WhatsApp also dominates in countries such as Germany and the UK.

3. YouTube

YouTube users consume and create a wide range of video content, including entertainment, tutorials, news, and live streams. In terms of global adoption, India, the US, and Brazil lead with the highest number of viewers. Regional trends include mobile viewing in Asia, family and communal watching in Latin America, and late-night viewing in Japan. Saudi Arabia is the country with the greatest YouTube penetration, with just over 95% of the population using the platform.

4. Instagram

Instagram is a visual-first platform with high engagement on Stories, Reels, and influencer-driven posts. India, the US, and Brazil make up the largest markets for this app, with predominantly Gen Z and millennial audiences.

5. TikTok

TikTok’s short-form video content helps create trends, challenges, viral moments, and built-in eCommerce opportunities, particularly for Gen Z users. The Asia-Pacific, Middle East, and Latin America regions account for over half the user base, with Indonesia and the US as top markets.

6. WeChat

WeChat functions as a super app for messaging, payments, and daily services; it’s a must-have platform in China and among Chinese communities abroad. In fact, roughly 86% of the Chinese population uses WeChat.

7. Telegram

Telegram is used for private messaging and group discussions, with a strong emphasis on privacy and security. Parts of Asia, especially Russia and India, lead in user numbers, followed by Europe and Latin America. The platform is especially popular for news, activism, and tech communities, particularly where censorship is a concern.

8. Messenger

Messenger, an offering from Facebook’s parent company, Meta, is used for personal chats, business messaging, and customer service. The Facebook-connected app has the strongest presence in Southeast Asia, Laying America, and parts of Europe, but it’s less popular in markets dominated by WhatsApp or local apps. Regional trends include AI-powered chatbots in the US and eCommerce in Southeast Asia.

9. Snapchat

Snapchat focuses on short-term photo and video sharing, AR filters, and messaging, attracting a young, mobile-first audience. India and the US have the most users, but adoption is widespread throughout European countries like the UK and France. Effective localized strategies include region-specific AR features, filters, and content partnerships.

10. Douyin

Douyin is China’s leading short-form video platform, similar to TikTok but with distinct features tailored to the Chinese market. It’s used for entertainment, product reviews, and eCommerce, with high engagement across both urban and rural China. Regional strategies involve creating localized content for different provinces and collaborating with local brands and creators.

Localized social media content: 5 best practices for global engagement

Once you choose relevant platforms, use these practical tips to build engaging social media strategies for worldwide audiences:

1. Understand cultural nuances: Research local customs and values to build authentic connections with each audience.
2. Localize both written and visual content: Adapt content to the language and tone of native speakers, and use culturally relevant images or symbols that reflect local lifestyles to make your visuals relatable.
3. Test content with local audiences: Launch localized campaigns for small user bases to gather feedback and tailor your content accordingly.
4. Partner with local influencers: Collaborate with local experts who have established trust with your audiences to boost your brand's engagement and reach.
5. Monitor trends and feedback: Keep tabs on trending conversations and audience sentiment with social listening strategies and analytics tools. Continuously adapt your content strategy based on real-time feedback to improve results.

Localize your social marketing strategy with Smartling

Social media behaviors demonstrate cultural, linguistic, and technological differences that global brands can’t afford to ignore. To build strong international relationships, global businesses must understand which platforms are most popular in each country and localize their social media strategies for target markets.

That’s where Smartling can help. Smartling's AI translation services combine advanced technology with human expertise to provide high-quality translations for global audiences. Whether you need to translate social content, blogs, or website pages, Smartling delivers consistent, on-brand translations for each channel. 

Download our free eBook, “10 Strategies to Boost Translation Efficiency,” for key insights to improve your localized content.

Dúvidas frequentes

Are there emerging platforms gaining popularity in specific regions?

Yes, many social media platforms are emerging in specific regions. For example:

• Ten Ten, a French voice messaging app, has gained traction among teens in Europe. 
• Jagat, a map-based social app, is helping people in Singapore and Indonesia discover new activities in their area. 
• Partiful, a party-planning app, is drawing engagement from Gen Z users in the US.

What is the significance of user-generated content in different markets?

Some platforms rely more on user-generated content (UGC), which means content produced by people using the platforms. UGC helps to build trust and credibility by showcasing content from real users instead of just traditional marketing materials from brands. Localized UGC, in particular, can help brands connect with diverse audiences by highlighting the unique viewpoints and experiences of people like them.