The social media survival guide: Which platform works best for what you need?

With so many platforms competing for Australian businesses’ attention, which one really meets your needs? Whether you’re connecting with local communities, building brand presence, advancing professional networks, or engaging with younger markets, each platform serves different purposes.

The Australian social media landscape in 2025 is more diverse than ever, with Facebook boasting 21 million users, Instagram reaching over 14 million, LinkedIn coming in a close third with 13 million users, and TikTok closing in at 8.5 million. The global monthly active user statistics for the platform giants are eye-watering: Facebook 3.06 billion, Instagram 2 billion, LinkedIn 1 billion, and TikTok 1.59 billion.

Here’s your guide to choosing the right platform for the Australian market.

Facebook: the community connector

Facebook remains the dominant platform, with 77.7 per cent of Australians using Facebook monthly. The platform’s broad demographic reach is essential for businesses targeting diverse audiences, from individual consumers to local enterprises and national brands.

So, what can you do on it? Facebook’s strength for businesses lies in its comprehensive community-building features. Create Facebook Groups around local interests, use Marketplace for commerce, organise events, and maintain customer service channels. The top platforms by monthly users include Facebook (77.7%), Messenger (68.9%), Instagram (65.2%) and WhatsApp (48.3%), highlighting Facebook’s dominance.

Facebook’s algorithm cleverly keeps users engaged by personalising content. Sixty-five per cent of post views come from posts shared by friends, groups, or pages that users follow. The algorithm is designed to keep you scrolling.

Facebook is particularly effective for local businesses, community organisations, and companies targeting mature markets. It’s a great choice when you want to build genuine communities around your products or services. The platform reaches diverse audiences and simplifies customer service access. However, be aware that younger demographics are increasingly looking to other platforms for their primary social media engagement.

Instagram: the visual storyteller

Instagram is where visual storytelling thrives. Nearly three in five Australian social media users actively engage with Instagram. In 2024, “women 25-34 made up 24% of Australian Instagram users, and men 21%”, making it crucial for businesses targeting a younger consumer and lifestyle-focused demographic.

Instagram offers sophisticated visual storytelling tools including photo and video sharing with professional-quality filters, Instagram Stories with interactive elements, Reels for short-form content and seamless shopping integration. Instagram has firmly established itself as an e-commerce leader, with 29 per cent of users making purchases directly on the platform, according to the 2025 Sprout Social Index.

Sprout’s 2025 Social Index highlights that more than half of Australian Instagrammers already use the platform to keep up with trends. This creates opportunities for businesses to join the conversation. Brands can tap into trending topics that their customers care about.

When and why should you use it? Choose Instagram when you need to build a visual brand, showcase products, or connect with younger demographics. It’s particularly effective for influencer partnerships and driving e-commerce sales. But here’s the twist. Instagram uses different algorithms for different types of content. Remember, it’s about engaging content that resonates with your audience.

LinkedIn: the career networker

As of early 2025, LinkedIn has 17 million members in Australia – representing 63 per cent of the country’s total population. What’s even more impressive is that the platform’s advertising reach connects with eight in ten Australians aged 18 and above. In terms of gender split, it has a balanced professional user base with 47 per cent female and 53 per cent male.

LinkedIn provides access to decision-makers and industry leaders. The largest user group is aged 25 to 34 years old, representing a professional demographic in their career-building phase.

So, why does this matter? Australians spend over an hour monthly in highly engaged professional usage, making it prime for B2B marketing. The platform’s intentional, career-focused environment creates a range of B2B marketing opportunities. 

TikTok: the viral entertainer

TikTok has evolved beyond its Gen Z origins, with 38 per cent of Australians aged 18 and over using TikTok. In 2024, Australians spent more time on TikTok than any other social media platform. Specifically, users with Android devices spent more than 42 hours each month on TikTok.

TikTok specialises in short-form vertical video creation with editing tools, algorithm driven “For You” page, collaborative features like Duets, and integration with trending music and sounds. The platform has also introduced TikTok Shop for e-commerce integration.

TikTok’s algorithm is arguably the most sophisticated in social media, delivering highly personalised content that keeps users scrolling for hours. According to the 2025 Sprout Social Index, 39 per cent of Australian users turn to TikTok to keep up with trends – from finance to fashion, technology to travel.

The bottom line

With 77.9 per cent of Australians active on social media, there are endless opportunities for businesses to connect with their target audience. Success requires understanding platform specific demographics and adapting strategies to meet evolving audience expectations.

Each platform serves distinct purposes. Facebook connects diverse communities, Instagram is visual lifestyle focused, LinkedIn advances professional relationships within business networks, and TikTok engages trend-focused younger demographics.

Effective social media strategies require choosing the right platform and creating authentic, engaging content.

Featured image by Mariia Shalabaie on Unsplash