Lyla Lindsey
Facebook has consistently been ranked as the most popular social media platform in Australia. As of 2025, it has over 21 million users in the country, and is the third most highly-trafficked site after Google and YouTube. Facebook's Messenger app is also one of the most popular platforms in Australia, along with Instagram, TikTok, and Reddit.
| Characteristics | Values |
|---|---|
| Most popular social media platform | |
| 2nd most popular social media platform | YouTube, Instagram |
| 2nd most visited social media website | |
| % of the Australian population with active social media accounts | 78.5% (as of October 2023) |
| Gender split of social media users | 52% female, 47.6% male |
| % of internet users aged 16+ who use social media | 92.6% |
| % of internet users aged 16+ who use mobile phones | 97.4% |
| % of internet users aged 16+ who use a desktop computer, laptop, or tablet | 93.7% |
| Most popular messaging app | Facebook Messenger |
| % of Australian social media users who use TikTok | 44.1% |
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What You'll Learn
Facebook's popularity in Australia
Facebook is the most popular social media platform in Australia, with 77.7% of Australians using the platform monthly. In October 2023, 66% of Australians between the ages of 16 and 64 used Facebook, which is approximately 16 million people. This number is expected to rise to 18 million when considering the total audience aged 13 and above. Facebook is also the third most-visited website in Australia, after Google and YouTube.
Facebook users in Australia are some of the most active in the world when it comes to engagement metrics such as liking, commenting, and clicking on advertisements. Australians are the fourth most active "likers" in the world, with an average of 15 likes per month compared to the global average of 12. They are also the sixth most active "commenters" globally, with an average of 8 comments per month compared to the global average of 5. Additionally, Australian Facebook users click on an average of 22 advertisements per month, almost double the global average of 12. This places Australia in the top 8% of countries for ad clicks.
Facebook's dominance in Australia extends beyond its user base to its market share in the Australian social media advertising market. The platform holds an estimated 80% market share, making it a crucial platform for brands and businesses aiming to increase their online presence and reach Australian consumers. Facebook's ad reach is further enhanced by Meta's diverse range of users across different age brackets, providing a unique opportunity for brands to connect with a wide array of audiences.
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TikTok and Instagram Reels
Facebook, with an estimated 80% market share of the Australian social media advertising market, is the most popular social media platform in Australia.
TikTok allows users to create short music videos, and Instagram Reels offers similar functionality, allowing users to record short videos and add music, filters, and effects. Reels can be recorded using multiple video clips edited together, and there are various creative editing tools available, including speed controls, AR effects, countdown, and a timer.
Instagram Reels is integrated into the existing Instagram app, and users can access it through the Instagram camera. It appears as a new content creation function within the app, alongside Stories, Live, IGTV, photography, and video.
Reels offers a new way for Instagram users to express themselves and connect with others, and it provides an opportunity for content creators to reach new audiences and build a following. The Explore page on Instagram has been revamped to feature Reels at the top, making it easy for users to discover new content.
The launch of Instagram Reels also comes amid growing global concern about TikTok and its handling of user data. TikTok has denied allegations that it is feeding user data to the Chinese government and has attempted to distance itself from its Chinese parent company, Byte Dance.
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Snapchat's real-time engagement
Facebook is the most popular social media platform in Australia, with 66% of Australians aged 16-64 using it on a monthly basis. This equates to around 16 million users. Facebook is also the third-highest trafficked site in Australia, after Google and YouTube.
Now, here is some information on Snapchat's real-time engagement:
Snapchat sets itself apart from other social media platforms with its real-time engagement features. One of the key aspects is its focus on real-time communication and ephemeral content, which has helped it gain a strong foothold among younger demographics, particularly teenagers. Snapchat's real-time engagement is further enhanced by its dynamic content, innovative features, and interactive elements.
One of the platform's standout features is Snap Map, which allows users to explore and interact based on real-time location sharing. Snap Map has been described as a "whole new way to explore the world," allowing users to discover and watch Stories from different locations around the globe. This feature also enables users to connect and share their locations with friends, fostering a sense of community.
In addition to Snap Map, Snapchat offers various other real-time engagement tools. For example, the platform introduced Bitmoji reactions, similar to Apple's iMessage reactions, allowing users to respond to messages with one of seven Bitmojis. Snapchat also added threaded replies to individual chat messages, making it easier for users to find information within long threads. Furthermore, the platform introduced poll stickers, enabling users to create emoji-focused polls and share them in snaps and stories. These interactive features enhance the real-time engagement and communication that Snapchat is known for.
Snapchat's commitment to innovation is also evident in its augmented reality (AR) features and lenses, which have become iconic elements of the platform. These AR experiences empower users to transform their visual content into interactive and entertaining creations, fostering heightened user interaction and content creation. The platform's diverse ad formats, such as Snap Ads, Sponsored Lenses, and Discover Ads, have also contributed to its financial success, attracting marketers seeking creative and impactful campaigns.
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Social commerce in Australia
Social commerce is on the rise in Australia, with the country ranking third in the world in terms of the number of internet users embracing social commerce. In 2020, the number of social commerce buyers in Australia increased by 17.9%, and the country has seen a significant surge in e-commerce sales, partly due to the pandemic and disruptions to traditional retail.
Facebook, YouTube, and Instagram were the most popular social commerce platforms in Australia in 2022, with more than half of social shoppers making purchases through Facebook. Millennials had the highest social shopping engagement, closely followed by Gen Z consumers. Facebook was more popular among Millennials, while Instagram and TikTok attracted more Gen Z shoppers. Clothing, food and drinks, and health and beauty products were among the top categories shopped for by Australian social media shoppers.
The social commerce industry in Australia is expected to grow steadily, with a projected CAGR of 9.8% from 2022 to 2028. The industry's gross merchandise value (GMV) is forecast to increase from US$1,385.0 million in 2022 to US$2,437.5 million by 2028. This growth is driven by Australians' increasing use of social media and online shopping, with platforms like Facebook and Instagram becoming popular social commerce channels. More businesses are selling through social media to expand their customer base and increase brand awareness.
Australia's influencer marketing sector is also expanding, with businesses partnering with social media influencers and increasing their influencer marketing budgets to drive e-commerce revenue. Consumers are embracing social commerce opportunities, with about 53% of Australians engaging in social shopping activities. Live-stream shopping and strategic alliances between social commerce companies and retailers are also expected to boost the social commerce expansion in Australia.
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Reddit's niche audience
Facebook is the most popular social media platform in Australia, with 77.7% of Australians using it monthly. Reddit, on the other hand, is a niche social platform that attracts a specific audience.
Reddit's unique feature of "subreddits" allows users to browse through topics they are interested in, rather than focusing on connecting with friends like Facebook. This makes it a powerful tool for marketers to locate and target specific audiences. The smaller client base within subreddits enhances client relationships and word-of-mouth advertising.
For example, the Xbox One subreddit allowed game developers to host AMAs and engage with loyal fans, creating a highly interactive community. Similarly, artists can promote their content in subreddits dedicated to specific interests, such as the Batman subreddit, and build a following.
However, some entrepreneurs on Reddit have expressed concerns about the smaller audience within niche platforms, stating that it may not be large enough to generate significant revenue. They argue that ineffective business practices cannot be covered up by targeting a niche market, and that successful businesses require a combination of niche marketing and mass marketing strategies.
In Australia, Reddit was the second most visited social media platform in November 2024, indicating its popularity and potential for businesses to connect with engaged audiences.
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Frequently asked questions
Facebook is the most popular social media platform in Australia, with 16 million Australians using it on a monthly basis.
Other popular social media platforms in Australia include Instagram, TikTok, Messenger, WhatsApp, and YouTube.
Australians are reasonably avid consumers of social media, similar to the US market but not as active as some Asian countries.
Social media usage in Australia varies across age groups, with usage dropping off dramatically for those aged 65 and above. There are also differences in platform preferences, with Twitter being more popular among males and millennials, and Tinder being the top dating and lifestyle app.
