Social Media Active User Ranking: An Overview of Popular SNS Platforms in Japan and Worldwide

Social media has become an essential part of modern life — not only for personal use, but also as a critical tool for marketing and business strategy. Understanding which platforms are trending is more important than ever.

In today’s globalized world, it’s not enough to focus solely on domestic platforms. Businesses must keep a global perspective and stay aligned with international trends.

In this article, we’ll present a ranking of the most widely used social media platforms in Japan and around the world.

We’ve also included summaries of several popular global platforms that may be less familiar to Japanese audiences. Be sure to use this as a reference for your next marketing move.

[Video Overview] Global Social Media Rankings

Below is a video created by The Digital X that introduces the global social media rankings.

The video is in Japanese, but English subtitles are available.

Active User Rankings of Social Media Platforms in Japan

Let's start by looking at the ranking of active social media users in Japan.

The most overwhelmingly popular platform in Japan is LINE.

As smartphones became mainstream, LINE experienced explosive adoption and has since become a nationwide essential — to the point where it could be considered a part of everyday infrastructure.

In fact, LINE is used for much more than messaging. It offers a wide range of lifestyle-related services, including the following:

Therefore, by leveraging LINE for marketing, businesses can engage with users on a deeply personal level — integrating directly into their daily lives.

Naturally, when executed effectively, the return on investment can be substantial.

However, it’s important to note that LINE is limited to the Japanese market.

In contrast, as we’ll discuss later, Facebook boasts a staggering 3 billion active users globally, offering an entirely different scale.

Given that LINE has around 100 million users, primarily in Japan, marketers aiming for global reach should consider complementing their strategy with other platforms that offer international scalability.

Global Social Media Rankings and Feature Comparison

We’ve just covered the ranking of social media platforms within Japan. Now, let’s take a closer look at the global active user rankings of major social media platforms and highlight the key features that set each one apart.

While familiar platforms like Facebook and YouTube appear in the rankings, there are also widely used platforms such as WhatsApp and WeChat that are less common in Japan.

Below, we provide an overview of each platform along with key features from a marketing perspective, helping you understand how they can be leveraged in global strategies.

1. Facebook

Facebook is the world’s largest social networking platform, with nearly 3 billion active users.

Operated by Meta Platforms, Inc. in the U.S., it is often recognized as the original social media network.

One of Facebook’s biggest strengths lies in its advanced ad targeting capabilities, allowing businesses to execute highly effective marketing campaigns when engaging such a massive user base.

2. YouTube

   
   

   

YouTube is the world’s leading video-based platform, with over 2 billion active users.

It’s operated by Google and is one of the most widely used platforms in Japan.

With the growing popularity of short-form content like TikTok, vertical, short-duration video marketing is becoming more prevalent.

Compared to text-based platforms, video content has a stronger emotional impact, making YouTube a highly effective tool for digital marketers when used strategically.

3. WhatsApp

Though WhatsApp is not widely used in Japan, it boasts around 2 billion active users globally.

Also owned by Meta Platforms, Inc., it can be seen as the international equivalent of LINE — a messaging app focused on real-time chat and calls.

From a marketing standpoint, businesses can use WhatsApp Business, similar to LINE Official Accounts, to conduct direct communication and engagement with customers through personalized messaging.

4. Instagram

Instagram is another highly popular platform, with an estimated 2 billion active users, comparable to WhatsApp.

Owned by Meta Platforms, Inc., like Facebook and WhatsApp, Instagram emphasizes visual storytelling through photos and images rather than text.

Success on this platform depends on how well you can create and curate visually appealing content.

Effective strategies include using hashtags, Stories, and influencer marketing to drive engagement and brand awareness.

5. TikTok

TikTok is a fast-growing short-form video platform with around 1.56 billion active users worldwide. It’s also extremely popular in Japan.

Operated by ByteDance, a Chinese company, TikTok’s core marketing strength lies in capturing user interest within seconds through highly engaging short videos.

Because many trends and viral content originate on TikTok, the potential return from a single successful campaign can be massive.

6. WeChat

WeChat is a messaging-centered social platform operated by Tencent in China, often referred to as the “Chinese version of LINE.”

With approximately 1.34 billion active users, WeChat plays a central role in everyday communication in China.

By opening an official WeChat account, businesses can conduct localized marketing campaigns targeting Chinese consumers, making it essential for market entry in China.

7. Facebook Messenger

Facebook Messenger is Meta’s dedicated messaging platform tied directly to Facebook.

It enables users to communicate seamlessly within the Facebook ecosystem and currently has around 1 billion active users.

Messenger’s strength lies in its integration with Meta’s ad tools, allowing brands to run personalized campaigns across Facebook and Instagram and engage with users via direct messages.

8. Douyin

Douyin is the Chinese version of TikTok, operated by ByteDance, the same company behind TikTok.

It has approximately 750 million active users, but unlike TikTok, its main target is the domestic Chinese market.

For businesses looking to enter or grow in China, Douyin is the more appropriate platform for localized short-form video marketing.

9. Sina Weibo

Sina Weibo, often referred to simply as Weibo, is a popular Chinese microblogging platform run by Sina Corporation. It’s commonly known as the “Chinese version of X (formerly Twitter)”.

With around 600 million active users, Weibo now surpasses X in terms of user base, but its reach is primarily limited to within China.

For international brands, it’s important to differentiate use cases between Weibo and X, depending on your geographic target audience.

10. QQ

QQ is a messaging-based social platform with approximately 570 million active users.

Operated by Tencent (the same company behind WeChat), QQ is more popular among younger audiences in China.

It offers features such as “QQ Zone,” where users can customize personal spaces (similar to rooms) and share photos and content — making it especially appealing for youth-focused marketing strategies.

Conclusion

Social media is now an essential component of modern marketing—and this trend is expected to continue well into the future.

As globalization accelerates, relying solely on domestic marketing efforts presents clear limitations. To stay competitive, businesses must expand their reach through international social media strategies.

We encourage you to leverage the insights shared in this article to start building an effective global marketing strategy using social media.

Ready to Expand Globally Through Social Media?

At The Digital X, we specialize in helping brands succeed in global markets with tailored social media strategies. Whether you’re entering Korea, the U.S., or Southeast Asia, our team of international marketing experts is here to support your growth.

Contact us today to start building your global social media marketing strategy.