There are more social media platforms in the world, more than 30, of which the top five are.

1. Facebook, owned by Meta, has 3.07 billion monthly active users (MAUs) and 5.5 billion monthly organic traffic.

2. WhatsApp, owned by Meta, has 3 billion MAUs and 719.6 million monthly organic traffic.

3. Instagram, owned by Meta, has 3 billion MAUs and 5.9 billion monthly organic traffic.

4. YouTube, owned by Alphabet, has 2.58 billion MAUs and 17.3 billion monthly organic traffic.

5. TikTok, owned by ByteDance, has 1.99 billion MAUs and 123 billion monthly organic traffic.

A social media platform must be considered powerful not only because it is powerful, but also because your audience is there. However, if the platform is powerful but your audience isn't there, you're wasting your time for free.

Look at this case to better understand this topic; you know a friend who is an international businessman and wants to create a social media page to reach Chinese people because his products and services will better serve them. On the same side, he asks for your advice or proposes. What platform do you want to propose to him?  

Stop! Never think about the top five listed above.

You may think these are more users, yes, but you must suggest Douyin, QQ, and even WeChat to him, because they are more widely used in China than the top five listed above. The platform we should consider more powerful is one where you can reach our potential audience, because each country has biases on social media that affect engagement.

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Stay skeptical before a choice.

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