Damon Mcknight
As of 2025, 77.9% of Australia's population of 26.8 million is active on social media, making it one of the most connected digital markets in APAC. Facebook is the most popular social media platform in Australia, with 77.7% of monthly users, followed by Messenger, Instagram, and WhatsApp. TikTok, iMessage, and Snapchat are also popular, with 44.1%, 42.4%, and 33.1% of monthly users, respectively. Tribel, Spoutible, GETTR, BitChute, and Reddit are also among the top social networking sites in Australia.
| Characteristics | Values |
|---|---|
| Number of social media user IDs | 20.9 million |
| Percentage of the Australian population with social media user IDs | 77.9% |
| Average time spent on social media per day | 1 hour and 51 minutes |
| Most popular social media platforms | Facebook, Instagram, WhatsApp, Messenger, TikTok, Telegram, Tribel, Minds, Mastodon, LinkedIn |
| Facebook's monthly active users in Australia | 16 million |
| Facebook users' average time spent on the site | 18 minutes and 49 seconds |
| Number of pages viewed on Facebook per day | 8.29 |
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What You'll Learn
Facebook's popularity in Australia
Facebook is the most popular social media platform in Australia, with approximately 11.5 million Australians having an account as of 2022. This number is expected to increase steadily, with the platform being used by 77.7% of Australians on a monthly basis. Facebook is the third-highest trafficked site in Australia, after Google and YouTube.
Facebook users in Australia are some of the most active in the world, with an average of 15 likes per month compared to the global average of 12, and an average of 8 comments per month compared to the global average of 5. Australians are also active advert clickers, with an average of 22 clicks per month compared to the global average of 12. This makes Australia one of the top 8% of countries globally for ad clicks.
Facebook's ad reach is significant in Australia, with an estimated 80% market share of the Australian social media advertising market. This makes the platform a key driver of brand visibility, engagement, and lead generation in the country's digital economy.
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TikTok's rise in Australia
As of 2025, TikTok has become a social powerhouse in Australia, with 8.5 million monthly active users, spending an average of 1.5 hours daily on the app. This makes TikTok the social app with the highest average time spent, surpassing YouTube by more than 20 hours per week. The app appeals to a wide demographic, with a strong foothold among internet users aged 18–24 and an almost equal gender split.
TikTok has also become a hub for e-commerce in Australia, with features like in-app shopping links, shoppable live streams, and trending product reviews making it easy for users to transition from browsing to buying. Australians are increasingly using TikTok to discover and purchase products, driving a shift in how content is consumed, with a preference for short, engaging, and mobile-first videos.
The platform has embedded itself into the everyday lives of Australians, with 39% of Australian social media users turning to TikTok to keep up with trends across various areas, including finance, fashion, technology, and travel. This level of engagement presents a significant marketing opportunity for businesses aiming to connect with diverse audiences and drive impactful campaigns.
However, it is worth noting that due to Australia's impending social media ban for children under 16, TikTok's popularity with young people may decline beyond 2025.
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LinkedIn's role in B2B marketing
Facebook, Instagram, and Reddit are among the most popular social networking sites in Australia. TikTok, iMessage, Snapchat, and WhatsApp are also widely used in the country.
LinkedIn is a valuable platform for B2B marketing, allowing businesses to connect with their target audiences, build their brands, and generate leads. It is used by B2B marketers and sales professionals to form connections with professionals, including decision-makers. With 80% of LinkedIn members in a decision-making role, marketing on LinkedIn provides direct access to key individuals at target companies.
Building a brand on LinkedIn is closely tied to building a personal brand, and pivoting between the two is essential for success. B2B marketers can benefit from LinkedIn automation software and CRM integration to streamline the process of building relationships and driving engagement. Additionally, individual employees play a crucial role in amplifying a brand's presence on LinkedIn, and their online engagement directly reflects on their employer.
Video content is particularly effective on LinkedIn, with videos receiving 5x more engagement than non-video content, and live videos receiving 24x more engagement. However, it is important to keep videos short, as B2B buyers typically seek videos under two minutes long when considering a purchase.
To establish thought leadership and leverage influencer marketing, B2B marketers should create high-quality, informative content that addresses their target audience's interests and pain points. LinkedIn's Pulse feature enables the publication of long-form articles, enhancing content accessibility. Connecting with industry influencers and collaborating with them can also increase reach and credibility.
LinkedIn Sales Navigator is a powerful tool for B2B marketers, enabling them to find and engage with potential customers by filtering search criteria based on industry, job title, and other factors. This facilitates targeted marketing and increases the likelihood of generating leads and closing deals. LinkedIn InMail Message further enhances the ability to reach out to prospects and potential clients.
Overall, LinkedIn is an invaluable platform for B2B marketers to build brand awareness, gain visibility, and establish credibility and trust with their target audiences.
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Snapchat's loyal user base
As of 2025, Snapchat is Australia's 24th most-used app. It is the most regularly opened social media app in Australia, with Android users opening it 619.3 times per month. Australian Snapchat users spend 16 hours and 26 minutes monthly on the platform, which is over five times the global average. Snapchat has a potential ad reach of 8.27 million people in Australia, which is 30.8% of the population and 31.7% of all internet users. Snapchat ads have seen a 5.3% year-on-year increase and a 3.6% quarter-on-quarter increase.
Snapchat has a significant global footprint, with 443 million daily active users worldwide. India has the most Snapchat users, with 202.51 million, followed by the US with 106.7 million. The UK, France, and Germany all have over 20 million users, while Canada has 12.8 million. Snapchat's largest audience is males aged 18 to 24, with around 48.4% of users being female and 50.7% male.
In Australia, Snapchat is one of only three global social networks (along with TikTok and Facebook) where the country ranks in the top 20 countries for advertising reach. Snapchat ads reach 31.9% of adults in Australia, in line with national social media trends. Snapchat is quietly gaining traction as a high-impact platform for engagement in Australia, with features like Spotlight that allow content to drive virality. Tools like Creator Marketplace and Creator Shows also help brands tap into local influencer culture.
Snapchat is one of the top platforms by monthly users in Australia, with 33.1% of the population using it. Four of the top seven platforms in Australia are built around direct messaging, including Snapchat, which reinforces the point that Australians use social media to stay connected. Snapchat has an extremely high usage frequency in Australia, with 490.2 sessions per month, second only to LINE's 510 sessions.
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Reddit's Australian community
As of 2025, 77.9% of Australia's population of 26.8 million is active on social media, with 94.5% of internet users aged 16+ on social networks. Facebook is the most popular social media platform in Australia, with 77.7% of the population using it monthly, followed by Messenger, Instagram, and WhatsApp. TikTok, iMessage, and Snapchat are also popular in Australia, with the country ranking in the top 20 countries for advertising reach on these platforms.
Reddit is the third most popular social app in Australia, and the platform hosts several Australian-focused communities, including r/Australia and r/Australian. These subreddits provide spaces for discussions about Australia and Australians, with r/Australian specifically encouraging diverse conversations about Australian news, politics, and culture.
The Australian community on Reddit, particularly in r/Australian, fosters respectful and meaningful interactions. The subreddit has rules in place to maintain a safe and inclusive environment, prohibiting inflammatory language, personal attacks, and harassment. Content that violates Australia's Online Safety Act (OSA) and OSA standards set by the Australian eSafety Commissioner is also restricted.
Within the Australian subreddits, users can find a range of topics. For example, in r/Australia, users discuss current affairs, such as the upcoming Australian election and its relevance to younger voters, as well as the actions of former Prime Minister Malcolm Turnbull. In r/Australian, users can seek answers to questions about life in Australia and share their experiences, such as the rising costs of living and the challenges of affordable housing and electricity.
Overall, Reddit's Australian community offers a platform for individuals to connect, share experiences, and engage in meaningful conversations related to Australia, with a focus on respectful dialogue and compliance with local regulations.
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Frequently asked questions
As of 2025, the top social networking sites in Australia include Facebook, Messenger, Instagram, WhatsApp, TikTok, iMessage, Snapchat, LinkedIn, and Reddit.
Facebook is the most popular social networking site in Australia, with 77.7% of monthly users.
Messenger is the second most popular social networking site in Australia, with 68.9% of monthly users.
