In 2025, the digital landscape continues to change at an incredible pace. Some platforms lose audiences due to outdated formats, while others, on the contrary, take off thanks to short videos, algorithms with AI elements, and local features.
Let’s take a look at which social networks are popular right now, how they differ, and what to pay attention to when choosing a platform for communication or business promotion.
2025 Social Media Trends
The rise of local platforms
Many digital platforms gain audiences by focusing on local content, language, and culture. In the Asian region, for example, services like Xiaohongshu (“Little Red Book”) occupy a significant market share, while in some European countries, local social networks are experiencing a “second youth.” As a result, users find it more appealing to spend time where there is a familiar cultural environment, and marketers find it easier to launch content marketing for specific regions.
The development of short videos and streaming services
For several years now, video content—especially formats under one minute—has been in the spotlight. Social media algorithms actively promote short clips and live broadcasts, and advertising budgets are gradually shifting away from static banners to dynamic formats where sound, visuals, and instant audience reaction are crucial. Streaming platforms are also on the rise, as users love watching “live” interaction.
The influence of artificial intelligence on social media algorithms
Social media algorithms are becoming increasingly “intelligent”: they personalize feeds, identify potentially unwanted content, and sometimes even predict which posts you’ll like in the future. This provides an excellent user experience but also creates a “bubble,” showing you only what the AI selects. Businesses are actively adapting to these systems, coming up with creative tactics to capture audience attention.
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Facebook: Uses AI for content moderation, including recognizing prohibited materials and simulating violators’ behavior to train algorithms.
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VKontakte: Employs AI for content recommendations, friend suggestions, and user interest analysis.
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ChatGPT: Integrates into various platforms, offering text generation and AI-based response capabilities.
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Telegram: Uses AI for spam filtering and automatic chat moderation.
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YouTube: Applies AI to generate preview images and automatically create video thumbnails to grab viewers’ attention.
The Most Popular Social Networks Worldwide
Global market leaders
Despite constant changes, the most popular social network still depends on the region.
On a global scale, mega-players (X, TikTok, Meta) hold the largest share of users. Meta (Facebook, Instagram) remains a giant, YouTube consistently ranks at the top, and TikTok boasts a massive youth audience that loves short viral videos.
You can see the top services on our platform directly from the homepage.
New platforms gaining momentum
Amid crises and blockades, alternative platforms are on the rise. For instance, Bluesky is gaining traction as the “successor to Twitter,” drawing many people seeking greater freedom of expression. Social networks focusing on Web3 and crypto technologies are also emerging, with high interest in NFTs and tokens. Sometimes, these experiments “take off” and unexpectedly join the list of the most popular social networks in 2025, especially if they manage to attract major bloggers and celebrities.
Social Networks in Russia in 2025
Which platforms lead?
Among Russian-speaking audiences, VKontakte and Telegram remain prominent channels for communication and content. VKontakte has strengthened its position, as restrictions and slowdowns of several foreign services have prompted users to look for alternatives. Telegram has evolved beyond just a messenger and now functions as a social platform where you can watch short videos, read feeds, and run communities. Interest in Western social networks has persisted but is lower than before.
How have user preferences changed?
Many switched to Russian platforms due to blockades, while others learned to bypass them. However, the top social networks in Russia in 2025 mostly feature local names. Users enjoy creator-driven content, watch live streams, and use channels and public chats. Some major bloggers moved to local platforms, and advertisers have reoriented to new conditions.
Comparison of Popular Social Networks
Below is a list of popular social networks and services with brief descriptions, plus the countries where they are most in demand at the moment.
VKontakte
Highly popular in Russia, Kazakhstan, and Belarus. Offers wide-ranging features for music, video, commerce, and large communities—an excellent choice for a Russian-speaking audience. However, competition with short video formats and more modern trends can pose challenges for promotion.
Telegram
Most in demand in Russia, Ukraine, Iran, as well as in Eastern European and Central Asian countries. A universal app that includes messaging, public channels, video chats, and a bot system, making it highly efficient for community building. However, the current monetization and promotion tools are quite specific and may not suit every business.
TikTok
Dominates in the USA, Indonesia, and Brazil. In China, it’s called Douyin. Regarded as the top source of short viral videos, it boasts an active young audience. Serious or B2B-focused content rarely resonates here, so this platform is mainly suitable for entertainment formats.
Bluesky
Currently mostly centered on users from the USA, including those who left X (Twitter). It emphasizes freedom of speech and a “decentralized” approach. However, because the service is relatively new and gradually expanding, its capacity for large-scale reach is limited.
Especially strong in the USA, India, and Brazil. Focuses on visual content—photos, Stories, Reels—and heavily involves influencer marketing. Algorithms change quite often, so achieving stable organic reach without paid advertising is becoming more challenging.
Holds leading positions in India, the USA, and Indonesia. Suitable for large communities, targeted advertising, and online events, thanks to its enormous user base worldwide. However, younger demographics are gradually shifting to other services, and high-profile privacy scandals sometimes undermine trust.
X (formerly Twitter)
Traditionally popular in the USA, Japan, and Brazil. Attracts users with quick short messages and news, which is convenient for public figures and companies. Nevertheless, after rebranding and changes in monetization policies, some users are migrating to alternative platforms.
YouTube
Equally in demand around the world, but the largest audiences are in India, the USA, and Brazil. Offers massive reach and various monetization options—ideal for creators of longer, high-quality videos. However, heavy competition and a difficult start can be barriers for newcomers.
Widespread in the USA, India, and the UK. This network focuses on professional communication, job searches, and career development, making it indispensable for B2B and career goals. For more informal or “entertainment” content, the platform may prove less effective.
Twitch
Especially valued in the USA, Germany, Canada, and some other countries, including Russia (mostly among gamers). It was originally designed for game streaming and esports but has been expanding into other categories (IRL, music streams). Not every topic can attract a large audience here, and competition in popular categories is quite high.
Each platform has its strengths and weaknesses. Choose the one where your content and audience align best—and success won’t be long in coming!
Where is it best to promote your business?
If you need to reach young people and a large-scale audience, TikTok might be your choice. For local sales and a wide range of features within Russia, VKontakte stands out. If your audience wants news channels or corporate communication, then online interaction in Telegram can deliver quick results. On a global scale, X and Meta remain relevant, though access can be complicated in some regions.
In the end, if you’re wondering which social networks are popular right now and which service to choose for promoting a brand or personal project, it’s essential to consider the most popular social networks in 2025 and any regional restrictions that might hinder your efforts. The most popular social network for one project may be secondary for another—it all depends on the content format, your goals, and your target audience.
Accounts and related products for popular platforms are always available at Hstock.org!
