FACEBOOK - Still the MVP of Reach! Here’s the Proof.

Some people might say that Facebook is outdated. That Instagram is oversaturated. That TikTok is just a trend. That Snapchat does not even count anymore. But the data tells a very different story.

Social media is not slowing down. It is shifting. It is evolving. And if your brand is not keeping pace, it is not just missing out on trends. It is losing visibility, engagement, and growth.

Take Facebook, for example. With 2.28 billion users in ad reach, it remains one of the most powerful platforms in the world. That is over forty percent of internet users. And they are not just signed up. They are active. In Egypt, people log in over five hundred times a month. In the UAE, it is close to five hundred as well. That is not an occasional use. It is a habit. Scroll. Tap. Share. Buy. The user journey is seamless, and for businesses, it is effective. Brands that understand this are winning. The ones that do not? They are invisible.

Instagram continues to hold its ground too. It has 1.74 billion users in its ad reach, with ninety-one million new users added just last year. And no, it is not only for Gen Z. Millennials, Gen X, and even those over forty-five are actively using it. In countries like Turkey, Chile, and Argentina, people open Instagram up to nineteen times a day. That is not passive browsing. It is meaningful engagement. And yet, many brands still post without purpose. This platform requires more than just visuals. It needs a point of view. Reels, Stories, and Carousels are not just formats. They are your chance to connect and convert.

Now consider TikTok. A platform that some still dismiss as a fleeting trend. It currently has a reach of 1.59 billion users. While there was a dip of ninety-six million users last quarter, it still grew by thirty-one million year on year. This is not a platform in decline. It is a platform adjusting and expanding. Globally, users open TikTok an average of three hundred and fifty-eight times a month. In Finland, it is five hundred and eighty-seven times. That is not background noise. That is real attention. The majority of users are between eighteen and thirty-four. If your brand is speaking to this group, then TikTok should not be optional. It should be a central part of your strategy.

And then there is Snapchat. It often gets overlooked, but its numbers are strong. It reaches 12.7 percent of all internet users and continues to grow. Canada sees the highest usage, with over eighteen sessions per day. In Ireland, it is fifteen. Saudi Arabia users open the app more than seven times a day. These are not casual users. They are consistent, intentional, and engaged. Snapchat remains a valuable space, especially for younger audiences and visually led content.

Beyond individual platforms, there is a larger shift taking place. Social commerce is quietly becoming the future of retail. In 2018, it made up just 5.5 percent of global e-commerce sales. By 2028, that number is projected to rise to 21.7 percent. That is not a prediction. That is a clear trend already in motion. Millennials, Gen Z, and Gen X are all driving this change. In countries like China, Thailand, Colombia, and India, more than ninety percent of digital shoppers have already made purchases directly through social platforms. Even in places like South Africa and Argentina, social commerce is the norm, not the exception.

If you are still thinking of social media as a place to only build awareness, you are missing its real power. Today, social media is the full funnel. It is where discovery, engagement, conversion, and loyalty all happen.

The question is no longer whether your brand should be social. It is whether your presence is purposeful, strategic, and designed to deliver results.

At ZeSocial, we help brands do more than just show up. We help them stand out. With insight. With creativity. With content that connects.

Because showing up is not enough anymore. In a world where everyone is posting, better will always win over more!