Comparison of Social
Media Platforms

Find out where your target audience hangs out with a comparison of social media platforms.

Not all social media platforms will be ideal for your business, so take your time and research before choosing your preferred platform. We recommend focusing on one platform if you are just starting to build your social account and also exploring which platforms your competitors use.


YouTube, the video-sharing behemoth owned by Google, is second only to Facebook in terms of global social media presence. With a staggering 2.56 Billion monthly active users worldwide as of 2021, it’s clear that YouTube has firmly cemented its spot atop an ever-widening digital landscape.

  • YouTube was released on February 14, 2005

Who is YouTube for?

People on YouTube are pretty evenly spread across various age groups and interests. The largest age group is 15-35 years. 86% of people go on YouTube to learn something.




Industries best suited for YouTube:

Detailed Comparison of Social Media Platforms (Exclusive Tips)

1. Tech

2. Food and Drinks
3. Beauty
4. Fashion
5. Education

YouTube in Australia

  • In 2022, the average Australian user was spending 17.1 hours per month on YouTube
  • 1 in 2 Australians use YouTube.
  • YouTube ads have a potential reach of 21.3 million people.
  • The last year’s top search keyword on YouTube in Australia was ‘song’.

Advertisement Stats

  • YouTube generates 8.6 billion in ad revenue per quarter.
  • 70% of YouTube users have brought a product or service after seeing it on YouTube.
  • Apple spent the most money on YouTube Ads in 2020.

Best type of content

  1. Long-Videos
  2. Shorts
  3. Lives

Interesting facts

  • YouTube’s algorithm suggests a whopping 70% of what users watch.
  • It is estimated that 500 hours of YouTube video time are uploaded every minute.
  • The average YouTube user spends 11 minutes and 24 seconds each day.


Facebook has 2.9 Billion users worldwide, meaning almost a quarter of the World’s population is on this platform.

  • Facebook was released on February 4, 2004

Who is Facebook for?

The most frequent users belong to the baby boomer generation from Asia and Middle Eastern regions.




Industries best suited for Facebook:

Detailed Comparison of Social Media Platforms (Exclusive Tips)

1. Retail

2. Real Estate
3. Consultant
4. Investment
5. Fitness & Health

Facebook in Australia

  • It’s the most popular social media platform.
  • Facebook Messenger is Australia’s 2nd-most-popular social media app after WhatsApp.
  • In Australia, Facebook ads have a potential reach of 15 million people.
  • 97.6% of Australian users access via mobile phone.
  • Only 2.4% of Australian users access Facebook via laptops or desktops.

Advertisement Stats

  • The average cost per click for any Facebook ad is AUD 0.97.
  • Facebook ads can reach 40% of all internet users.
  • The industry with the highest CPC is Finance and Insurance (AUD 5.00).
  • The industry with the lowest CPC on Facebook is clothing (AUD 0.60).

Best type of content

  1. Video posts
  2. User-generated content
  3. Images
  4. Text-based status updates
  5. Carousels
  6. Events
  7. Contests
  8. Polls
  9. External links
  10. Stories

Interesting facts

  • Average time spent per day: 35 minutes amongst all users.
  • The highest global Facebook traffic occurs on Wednesday and Thursday, from 11 a.m. to 2 p.m.


TikTok has been downloaded over 3.5 billion times worldwide and crowned the most downloaded non-gaming app. That Makes it the 5th app to accomplish this and the first non-Meta-owned app. It’s now the Sixth Most Popular Social Media Platform Worldwide.

  • TikTok was released on September 2016

Who is Tiktok for?

The most frequent users belong to the younger generations. It’s popular in countries all around the world, but mostly in China (where it’s called Douyin), with a staggering 600 million daily active users.




Industries best suited for TikTok:

Detailed Comparison of Social Media Platforms (Exclusive Tips)

1. Beauty

2. Fashion
3. Jewellery
4. Arts & crafts
5. Home Interior & DIY

TikTok in Australia

  • TikTok is Australia’s seventh most-used social media platform.
  • Australians spend about 24 hours per month on TikTok.
  • TikTok ads have the potential to reach over 7 million users.

Advertisement Stats

  • The best Tiktoks Ads performance has an Emotional Message.
  • The potential ads reach on TikTok is close to a billion.
  • It guarantees 5 million daily impressions for brand takeover ads.
  • The largest advertising audience is females aged 18-24, which is 20% of users.

Best type of content

  1. Videos Based on Trending Sounds
  2. TikTok Challenges
  3. Videos Based on Trending Hashtags
  4. Influencer Collaboration Videos
  5. Lip-Syncing Videos
  6. Tutorials

Interesting facts

  • Average time spent per day 90 minutes.
  • The Average user opens TikTok 19 times per day.
  • The number of adult users is increasing.


Pinterest has over 440 million global monthly active users, of which 7 million are from Australia. It’s the 14th Largest Social Media Platform in the World, dominated mainly by females.

  • Pinterest was released on March 2010

Who is Pinterest for?

A majority of Pinterest users reside in the United States. It is pretty popular with the millennial generation.




Industries best suited for Pinterest:

Detailed Comparison of Social Media Platforms (Exclusive Tips)

1. Retail

2. Real state
3. Local Businesses
4. Non-profits
5. Artists

Pinterest in Australia

  • Pinterest ads have the potential to reach 4.10 million people.
  • 32% are Australian millennial men.
  • 37% are Australian mums.
  • 42% are Australian millennials.
  • 53% are Australian millennial women.
  • 36% of Pinterest’s Australian users have an average of $100k or more household income.

Advertisement Stats

  • Pinterest can reach 270.9 million people with its adverts.
  • People on Pinterest rate ads 1.4 times more relevant and useful than those on other platforms.
  • 1 in 2 people purchases after seeing a promoted pin.
  • 78% of users say the content they receive is useful, including ads.

Best type of content

  1. Static pins
  2. Idea pins
  3. Video pins
  4. Rich pins
  5. Collection pins
  6. Try on product pins

Interesting facts

  • Number of monthly active users 431 million
  • The average time spent per day is 14.2 minutes.
  • 98% of users have tried something they have checked on Pinterest.


There are a whopping 1 Billion Instagram users Worldwide. Instagram is the sixth most-visited app in the world and the fourth most popular social media app. Specifically for sharing images and short-form videos.

  • Instagram was released on October 6, 2010

Who is Instagram for?

Instagram is making waves in India and the United States, with the majority of its users residing there. Particularly popular among young adults, it’s no wonder Instagram has become a global sensation!




Industries best suited for Instagram:

Detailed Comparison of Social Media Platforms (Exclusive Tips)

1. Fashion & Beauty

2. Tech
3. Food
4. Travel
5. Health & wellness

Instagram in Australia

  • It’s the second most-used social media platform.
  • Australian users spend 8.3 hours on Instagram per month.
  • 82% of Australians are open to discovering new brands or products on the platform.
  • Australians are sharing 1 million Instagram Stories every day.

Advertisement Stats

  • Advertiser reach is 1.16 Billion.
  • 90% of People that use Instagram follow a Business.
  • 4 million businesses use stories Ads Monthly.
  • Each month there are about 2 million advertisers that use Instagram.

Best type of content

  1. Reels
  2. Single Photo Posts
  3. Carousel Photo
  4. Posts
  5. Video Posts
  6. Live Videos
  7. Guides
  8. Stories

Interesting facts

  • The number of monthly active users is 2 billion.
  • Time spent per day on the platform is 29 minutes.
  • This first photo was a scene – a pup near tacos, captured by Instagram co-founder Kevin Systrom.
  • Reels receive a 22% higher engagement rate than regular videos.


Twitter has over 400 million users globally. And at least 500 million tweets are sent every day. In 2020 52% of tweets were for the gen z generation.

  • Twitter was released on July 15, 2006

Who is Twitter for?

52% of all Tweets in 2020 came from Gen-Z users (those born between 1997-2012). Adults spend an average of six minutes per day on Twitter.




Industries best suited for Twitter:

Detailed Comparison of Social Media Platforms (Exclusive Tips)

1. Tech

2. Startups
3. Support-based
4. Entertainment
5. Humanity

Twitter in Australia

  • Twitter reached 330 million monthly active users globally, and over 5.8 million are from Australia.
  • 13.53% of Australia’s web traffic referrals on social media come from Twitter.

Advertisement Stats

  • Twitter has a potential ad reach of 544.5 million.
  • People spend over 20% longer viewing ads on Twitter than on other platforms.
  • 82% of B2B content marketers use Twitter.
  • 79% of Twitter users follow brands.
  • Twitter is the number one platform for brand interaction.

Best type of content

  1. Text
  2. Photos
  3. Videos
  4. Slide shares
  5. News summaries
  6. Links

Interesting facts

  • The number of daily active users: 211 million.
  • The time average time spent per day is 31 minutes.
  • Around 10% of Twitter users are responsible for 90% of Tweets.
  • Fact – Elon Musk recently said that Twitter sees about 260 million daily active users.


LinkedIn is the top professional platform, and around 45% of graduates will use it to find a job. It has over 875 million members from 200 countries and regions worldwide. 52 Million Users Look for Jobs Through LinkedIn Weekly.

  • LinkedIn was released on May 5, 2003

Who is LinkedIn for?

LinkedIn Is the top-rated social network for finding leads, making it a great platform for B2B marketers looking to find the right target audience.




Industries best suited for LinkedIn:

Detailed Comparison of Social Media Platforms (Exclusive Tips)

1. Tech & B2C

2. Health care
3. Construction
4. Retail
5. Education/ Financial

LinkedIn in Australia

  • There are 12.7 million LinkedIn users in Australia (48.7% of its entire population).
  • LinkedIn Ads have the potential to reach as many as 13 million users in Australia.

Advertisement Stats

  • +58 million companies are on LinkedIn.
  • It’s the top platform for B2B lead generation.
  • 75% of B2B marketers advertise on LinkedIn.
  • Ads reached +22 million users in 2022.
  • LinkedIn has twice the conversion rates as other channels.

Best type of content

  1. Video
  2. Carousel posts
  3. Newsletters
  4. Articles
  5. Live events
  6. Polls
  7. Images
  8. Product launches
  9. Third-party content
  10. Original research

Interesting facts

  • The number of monthly active users is 810 million.
  • The time spent per day is 11 minutes.
  • 63% of LinkedIn users will access the network on a weekly basis, and 22% daily.
  • LinkedIn has been around longer than Facebook.

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