The Best Platforms to Grow an Audience in 2025
I analyzed every major social media platform. These are the best ones.
Today, there are nearly endless places to grow an online audience.
But, deciding on a platform can feel overwhelming. So, I’ve gone ahead and compiled every major social media platform, along with:
Traffic results
Audience metrics
Social media pairings
I hope, by the end of this post, you will have everything you need to start growing an audience in 2025.
Let’s get into it…
Not all platforms were created equal.
If there’s anything I’ve learned over the years, it’s this:
Numbers don’t lie. 🧮😤
Analyzing metrics is an integral part of growing online because it allows you to remain objective. Yes, intuition is a powerful skill. But, the truth is, our brains lie to us constantly.
As a form of self-preservation, we will greatly embellish or diminish our experiences based on our emotions.
Which, in turn, shapes our perception.
If you love Instagram, for example, you may overlook the fact that your target audience doesn’t use the platform. And, may resist posting to Facebook, because you’ve heard “it’s for old people”.
When setting out to complete any task, it’s important to use the right tool for the job. Here are the best platforms to build an engaged audience this year…
10 behemoths of industry.
To break the 4th wall, this newsletter is about writing online. So, I’ve added a list of writing-specific platforms to the bottom of this section.
But, I wanted to start by sharing platforms anyone can use to create any type of content — in any niche.
What you will find below is a list of the top 10 social media platforms to grow an online audience. Plus, key data points such as:
Traffic metrics: to assess potential views
Audience demographics: to shape an audience profile
Referring platforms: to understand what platforms pair well
Plus, anecdotal advice to help shape your content strategy.
👉 The analytics below were sourced using Similar Web (no affiliation).
1. Facebook
Although Facebook is most known as the boomer platform, in 2025, its user base is primarily millennials. And, has tons of potential for reaching customers in just about any niche.
Average monthly visits: 12.5 billion
Visit duration: 10:55 (minutes)
Top country: United States
Top age demographic: 25–34
Top traffic source: direct search
Top referring social platforms: YouTube, Instagram
User interests (by keyword): adult content, video games, shopping, software
📊 Content strategy:
Due to its enormous user base, Facebook posts, videos, and pages are still great ways to build an audience in just about any niche. If you run a local business, Facebook Ads are particularly powerful for targeting specific customers.
2. YouTube
YouTube is thought of as merely a video-sharing platform. But, it’s become one of the biggest search engines in the world — second only to Google.
Average monthly visits: 28.8 billion
Visit duration: 20:05 (minutes)
Top country: United States
Top age demographic: 25–34
Top traffic source: direct search
Top referring social platforms: Facebook, Reddit, Twitter
User interests (by keyword): video games, community, adult content, shopping
📊 Content strategy:
YouTube is the gold standard for audience building. Its user base is massive and, despite a low barrier to entry, it’s one of the most popular platforms for creators around the world. Although gaming, news, and sports dominate YouTube’s Trending section, you can build an audience in even the most obscure niches.
3. Instagram
As a subsidiary of Facebook, Instagram is one of the most powerful promotional tools on the internet — especially for online shopping. And, with the boom of short-form content, Instagram Reels have become a great place to repurpose content (alongside Facebook, TikTok, and YouTube).
Average monthly visits: 5.8 billion
Visit duration: 8:37 (minutes)
Top country: United States
Top age demographic: 25–34
Top traffic source: direct search
Top referring social platforms: Facebook, YouTube
User interests (by keyword): shopping, adult content, software, video games
📊 Content strategy:
Once a simple photo-sharing app, Instagram has become the go-to platform for social media influencers. Its diverse creator tools allow you to garner a close connection with your followers. And, it’s particularly powerful if you’re looking to create content in the fashion, travel, or lifestyle niches.
4. Twitter/X
“X” (formerly Twitter) is another traffic powerhouse, especially if you make content on controversial topics. Since Elon Musk purchased Twitter, in 2022, he’s been advocating for free speech. And, has implemented features such as Community Notes to promote nuanced discussions.
Average monthly visits: 4.5 billion
Visit duration: 12:16 (minutes)
Top country: United States
Top age demographic: 18–34
Top traffic source: direct search*
Top referring social platforms: YouTube, Reddit
User interests (by keyword): news & media, adult content, video games, software
Note: although Twitter’s main traffic source is direct, organic is a close second.*
📊 Content strategy:
Twitter is a great place to share your unabashed opinions on the world. Just know, you will receive unabashed responses in return. If you want to create content about current events, world news, or politics, Twitter offers a vast landscape to nurture an engaged audience.
5. LinkedIn
In the past, LinkedIn was known as a professional networking website. And, while you can still find jobs and network with like-minded professionals on the platform, it’s become a hub for blogging.
Average monthly visits: 1.7 billion
Visit duration: 8:17 (minutes)
Top country: United States
Top age demographic: 25–34
Top traffic source: direct search
Top referring social platforms: YouTube, Facebook
User interests (by keyword): shopping, travel, blogging, business
📊 Content strategy:
If you want a streamlined path to connecting to your target audience, LinkedIn can be a great alternative to hosting a conventional blog or website. It has a built-in newsletter feature and community tools to better understand your audience. And, LinkedIn Ads allow you to target specific demographics.
6. TikTok
TikTok has recently taken over social media, largely due to its viral discoverability. Although it’s normally thought of as a Gen-Z social media app, it’s become an all-in-one business tool. And, can be leveraged to reach users across all major demographics.
Average monthly visits: 2.2 billion
Visit duration: 3:48 (minutes)
Top country: Brazil
Top age demographic: 25–34
Top traffic source: direct search*
Top referring social platforms: Facebook, YouTube
User interests (by keyword): shopping, software, video games, adult content
Note: although TikTok’s largest traffic source comes from direct search, organic search is a close second.*
📊 Content strategy:
TikTok’s algorithm allows just about anyone to go viral. And, its creator program (not to mention, TikTok shop) makes it easy to cash in on those views. But, TikTok is not just for posting viral content. In recent years, it’s become one of the most popular search engines as well.
7. Snapchat
Yes, you read that right. Snapchat for business. Although Snapchat is marketed as a way for young people to stay connected, it’s a powerful business tool as well.
Average monthly visits: 122 million
Visit duration: 8:12 (minutes)
Top country: United States
Top age demographic: 18–34
Top traffic source: direct search
Top referring social platforms: YouTube, Instagram, Facebook
User interests (by keyword): shopping, education, video games, university
📊 Content strategy:
Many businesses use Snapchat as a blogging tool, offering behind-the-scenes content and special offers. Creators can also share shopping links and promote stories through Snapchat Ads.
8. WhatsApp
WhatsApp is another little-known business tool. Although it doesn’t have organic discoverability, you can create communities and send automated messages to garner a closer connection with your audience.
Average monthly visits: 4.5 billion
Visit duration: 15:16 (minutes)
Top country: Brazil
Top age demographic: 25–34
Top traffic source: direct search
Top referring social platforms: YouTube, Facebook, Instagram
User interests (by keyword): video games, software, shopping, adult content
📊 Content strategy:
Garnering a close connection to your audience is one of the best ways to boost engagement. Many businesses use WhatsApp in lieu of conventional business tools such as customer service chats and email newsletters. And, its encrypted messaging makes it a go-to tool for international business.
9. Pinterest
Pinterest was once touted as the blogging partner — with many successful WordPress bloggers using it as a free alternative to Google or Facebook Ads. While it’s still a great tool for garnering organic views, it’s expanded to reach just about every niche on the internet.
Average monthly visits: 1.1 billion
Visit duration: 7:19 (minutes)
Top country: United States
Top age demographic: 18–34
Top traffic source: direct search
Top referring social platforms: YouTube, Facebook
User interests (by keyword): shopping, software, design, blog
📊 Content strategy:
Pinterest can be a little confusing. So, to keep things simple, here’s how it works: (1) you create image or video posts called pins. (2) People find your pins by searching for them on Pinterest. (3) You can add links to your pins to direct traffic to your blog, website, or social media profiles.
10. Reddit
Reddit is a forum-based website with big business potential. Reddit threads rank very highly on Google making it a go-to choice for promotion, building social proof, and affiliate marketing.
Average monthly visits: 3.5 billion
Visit duration: 6:05 (minutes)
Top country: United States
Top age demographic: 18–34
Top traffic source: organic search
Top referring social platform: YouTube
User interests (by keyword): shopping, video games, software, business
📊 Content strategy:
You can use Reddit in 1 of 2 ways: (1) create forums to nurture open discussion. (2) Post questions or answers to build social proof. Regardless of your strategy, Reddit is a great way to understand people’s pain points. And, provide solutions.
4 writing-specific platforms.
If writing is your passion, for starters, you’re in the right place. But, these platforms also may feel a little too mainstream for you.
So, here are some platforms to grow an audience while flexing your writing muscles…
1. Medium:
Medium is perhaps the most popular writing platform on the internet. Its simple interface and cozy aesthetic make it a great starting point for anyone wanting to write online. And, its Partner Program makes it easy to start earning from your words.
Average monthly visits: 129 million
Visit duration: 2:14 (minutes)
Top country: United States
Top age demographic: 25–34
Top traffic source: organic search
Top referring social platforms: Twitter, LinkedIn, Reddit
Reader interests (by keyword): software, business, blog
📊 Content strategy:
Medium is best described as YouTube for writing. Its Partner Program allows you to get paid based on the reads of Medium members. As Medium’s vision is to become a hub for human storytelling, personal essays and memoirs perform particularly well.
2. Substack:
Substack is most known as a newsletter platform. But, its recent emphasis on community building has made it one of the best tools for creators of all kinds.
Average monthly visits: 83 million
Visit duration: 2:47 (minutes)
Top country: United States
Top age demographic: 25–34
Top traffic source: direct search
Top referring social platforms: Twitter, LinkedIn, Reddit
Reader interests (by keyword): shopping, blog, politics
📊 Content strategy:
Substack is essentially an amalgamation of LinkedIn, Twitter, Beehiv, and Patreon. You can send newsletter posts directly to your audience, share snippets via the Notes feed, and paywall certain aspects of your newsletter to earn an income.
3. Newsbreak:
Newsbreak is a news-based platform where you can sign up, start writing, and get paid based on the read time from Newsbreak users. It also has a referral program you can use to earn an additional income.
Average monthly visits: 24 million
Visit duration: 2:09 (minutes)
Top country: United States*
Top age demographic: 55–64
Top traffic source: direct search
Top referring social platforms: Facebook, Nextdoor
Reader interests (by keyword): local news, shopping, weather
Note: 97% of Newsbreak’s audience is from the United States.*
📊 Content strategy:
Newsbreak is a hub for U.S. news. You can choose to cover local stories or topics pertaining to the entire U.S. It also promotes the use of A.I., offering writers a built-in A.I. writing tool. Here’s how I’ve been using it to earn a side income.
4. Quora:
Quora is another forum-based website. It’s one of the top places for getting answers to questions on various topics. And, Quora has recently introduced a creator program, allowing you to create Spaces and monetize answers.
Average monthly visits: 763 million
Visit duration: 1:49 (minutes)
Top country: United States
Top age demographic: 18–34
Top traffic source: organic search*
Referring social platforms: YouTube, Reddit, Facebook
Reader interests (by keyword): shopping, health, business
Note: 81% of Quora’s traffic comes from organic search, meaning the vast majority of readers come from search engines such as Google, Bing, or Yahoo.*
📊 Content strategy:
Much like Reddit, Quora is a question-and-answer platform. By providing quality answers to questions, you can gain followers. You can also create Spaces and paywall your answers to earn additional revenue.
Platforms you MIGHT want to check out.
The following platforms didn’t make either of the lists above, due to being quite new (or niche). But, depending on the type of content you make, they might be worth checking out.
1. Mastodon:
Average monthly visits: 2 million
Visit duration: 3:36 (minutes)
2. Threads:
Average monthly visits: 136 million
Visit duration: 4:08 (minutes)
3. Bluesky:
Average monthly visits: 54 million
Visit duration: 10:25 (minutes)
4. Discord
Average monthly visits: 560 million
Visit duration: 12:32 (minutes)
I made a very similar post to this one last year. You can read it here. You’ll notice some of the platforms didn’t make the cut this year. This is largely due to a drop in traffic or overall popularity.
Final thoughts: what to do with this data.
As important as analytics are, creating online content is full of intangibles.
Namely, the fact that you are a human being. And, as such, you likely won’t stick with something unless your heart is in it. So, I would recommend choosing platforms:
You can see yourself growing on
Fit your content/business goals
Then, create a plan and start experimenting. You won’t know how you feel about a particular platform until you try it out.
So, I wouldn’t discount the power of trial and error.
I hope this breakdown has made your decision a little easier. Or, at the very least, saved you valuable time.
Happy writing!
Hudson :)
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Definitely not Medium rn...
Great job with this. I wonder how many readers truly look at social media to find a read. For example, IG was built as a picture platform and now reels are big. I feel the people looking at IG are looking for that form of stimulation, not a book or blog to read. Wouldn’t content creation work best on that type of platform ?