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TikTok closely rivals Facebook in Nigeria, with TikTok's 37.40M users representing 15.8% of the national population
  • Facebook has the highest number of users in Nigeria at 38.7 million, reaching 16.4% of the population.
  • TikTok follows closely with 37.4 million users, accounting for 15.8% of Nigerians.
  • YouTube attracts 27 million users, showing its continued relevance for content consumption.
  • Snapchat boasts 19.6 million users, with 8.3% penetration across the country.
  • LinkedIn is used by 11 million Nigerians, reflecting rising interest in professional networking.
  • Instagram has 9.9 million users, slightly below LinkedIn in total reach.
  • X (formerly Twitter) has 7.57 million users, capturing 3.2% of the population.
  • Messenger is the least used among the listed platforms, with 5.65 million users in Nigeria.

Combined, America and Asia represent 71.9% of LinkedIn's active user base, totalling 862.6 million
  • America leads globally on LinkedIn, with 465.6M users making up 38.8% of the user base.
  • Asia follows, contributing 397M users, or 33.1% of the global total.
  • Together, Asia and America make up 71.9% of all LinkedIn users, totalling over 862M.
  • Europe holds a solid 19.5% share, with 233.8M users.
  • Africa’s 83M users represent a smaller but growing 6.9% share of global users.
  • Oceania has the smallest share, at 1.8%, with only 21.5M users.
  • The distribution reveals that LinkedIn’s core strength lies in regions where digital employment and professional networks are deeply integrated into economic and career activity.

The number of Instagram users in Asia (888.3M) is more than the total number of users in other continents combined (855.1M)
  • Asia alone holds over half of Instagram’s global users (51%), more than all other continents combined.
  • America is the second-largest region with a 28.8% share (501.4M users).
  • Europe accounts for 14.1% of Instagram’s audience, showing a modest footprint.
  • Africa, with 91.3M users (5.2%), still has plenty of headroom for expansion.
  • Oceania holds just 1% of the global user base, with 17.5M active users.
  • The user gap between Asia and other continents points to a major opportunity for brands looking to scale in Asian markets.

The active Facebook users in Asia total 1.1B, which is 13.8% of the global population and 22.9% of Asia's population
  • Southern Asia alone hosts 520 million active Facebook users, making up 22.8% of global users.
  • South-Eastern Asia follows with 398 million users, equivalent to 17.4% of Facebook's global audience.
  • Nigeria has 38.7 million Facebook users, placing it among the highest in Africa but contributing only 1.3% globally.
  • Southern America and Northern America have 257 million and 221 million users respectively.
  • Western and Northern Africa combined have nearly 185 million users.
  • Central Asia and the Caribbean have the fewest Facebook users globally, with just 6.4 million and 13.8 million users, respectively.

Northern Africa has the highest social media presence in Africa, accounting for over 50% of African users on platforms like Messenger and Instagram
  • Northern Africa makes up 65.6% of all Messenger users in Africa.
  • On Instagram, more than half (55.8%) of African users are from Northern Africa.
  • TikTok has its largest African user share in Northern Africa at 48.0%.
  • Western Africa leads the African presence on X (formerly Twitter) with 35.4% of total users.
  • LinkedIn usage is more evenly distributed
  • Facebook users are most concentrated in Northern Africa (37.8%), followed by Western Africa (25.7%).
  • Central Africa contributes the least to every platform, consistently under 8% in all cases.
  • Eastern Africa contributes 20% on X, showing stronger engagement on text-based platforms over visual-heavy ones like Instagram.

Southern Asia's 448.0M Instagram users are nearly double that of the next closest region, Southern America (237.0M)
  • Southern Asia dominates Instagram usage globally with 448M users.
  • Southern America (237M) and Northern America (192M) significantly trail behind Southern Asia.
  • Nigeria leads West Africa with 9.9M users, ahead of countries in the Caribbean and Middle Africa.
  • Africa’s Instagram audience remains relatively small, but its most active countries and regions, like Nigeria and Northern Africa, are worth watching.
  • Middle Africa (2.8M users) is the smallest regional contributor.

Nigeria, with 7.57M active Twitter users, is a significant contributor to the total 9.9M share of West Africa’s Twitter users
  • North America leads globally with 115M active users, making up 19.6% of global Twitter users.
  • Eastern Asia follows with 102M users, representing 17.4% of the global share.
  • Nigeria alone has 7.57M users, accounting for a significant part of West Africa’s 9.9M global share.
  • South-Eastern Asia is the third-largest region with 73.5M users, reflecting strong adoption in nations like Indonesia and the Philippines.
  • Western Europe (52.2M) and Western Asia (50M) show high engagement in politically and economically active regions.

South-Eastern Asia leads the regions in the number of TikTok users with 298 million users
  • South-Eastern Asia leads globally with 298M TikTok users, making up 18.7% of global users.
  • Nigeria accounts for over 90% of TikTok users in West Africa, with 37.4M out of 41.5M users.
  • Southern America is the second-largest region, boasting 228M users or 14.3% of the global base.
  • Africa's total user share is still growing, with Nigeria’s presence serving as a critical indicator of regional potential.

Asia leads the world in Messenger users, with its five regions collectively representing nearly half (49.9%) of all global Messenger users
  • South-Eastern Asia accounts for the largest share of global Messenger users at 22.4%.
  • Southern Asia follows with 18.0%, making Asia the core base of Messenger’s global presence.
  • South America ranks third with 13.3%, reflecting Messenger’s strong presence in Latin America.
  • Nigeria alone contributes 5.65 million active users to the global Messenger base.
  • Northern Africa holds 7.2% of global Messenger users, the highest share in Africa.
  • North America represents just 0.5% of global users despite its population.
  • Central Asia and Middle Africa remain the lowest contributors, with 0.1% and 0.4% respectively.

The number of LinkedIn users in North America is 3.3 times more than all the African regions combined
  • North America holds the largest LinkedIn audience globally, with 277 million users.
  • All African regions combined have fewer users than North America alone—3.3 times fewer, to be exact.
  • Nigeria is one of Africa’s leading LinkedIn countries, with 11 million users as of January 2025.
  • The Caribbean and Central Asia have the lowest usage, with 6.5 million and 3 million users, respectively.
  • Africa’s total user base remains modest despite a large, youthful, and growing workforce.

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