On which social media platform is your target audience in 2025?

As a business owner, it is important to follow trends and statistics when it comes to social media audiences. The report Swedes and the internet in 2025 provides us with up-to-date data on how Swedes use social media. Here I share insights that business owners should know and how they can influence your strategy going forward.

Almost all are there, but we use them in different ways

• Total 96 % of Swedes with internet have used social media in the past year, and 85 % do so daily (The Internet Foundation, 2025). 
• Usage has been relatively stable in 2021-2025, suggesting that social media is an established channel rather than a trend to invest in or wait for (The Swedish Internet Foundation, 2025).
• But 'using' does not necessarily mean active interaction or engagement, many consume rather than participate. Only 45 % of Swedes regularly post on social media in 2025 (Internetstiftelsen, 2025).
• This is a decrease compared to previous years, and the decrease is particularly large among young men - those who used to be frequent users of Snapchat and the like (Internet Foundation, 2025).
• In general, women are more likely than men to publish content (The Internet Foundation, 2025).

Strategy tips for businesses:

Everyone uses social media and you can find all audiences there, but not everyone posts, which means that many are mainly consumers who scroll, watch and take part in feeds without posting themselves. In addition, it varies which groups actually post and on which platforms there is most activity. This is something to keep in mind when creating your social media strategy as the competition for the organic feed varies between different platforms.

How the popularity of platforms is changing

• The three largest platforms (number of users in the last 12 months) are YouTube, Facebook and Instagram (Internet Foundation, 2025).
• But on daily use, we see a different order: Facebook, Instagram, YouTube, Snapchat and TikTok (Internet Foundation, 2025).
• Two platforms will grow the most in 2025: Threads and Bluesky. Threads is used by around 7 % of Swedes - three times more than in 2024 (Internetstiftelsen, 2025).
• At the same time, X/Twitter and Be Real are declining in use (Internet Foundation, 2025).
• Facebook is stable - no major movements in either direction in 2025 compared to 2024 (The Internet Foundation, 2025).

Strategy tips for businesses:

Don't be locked to one platform. Continually evaluate where your target audience is. Test new channels (e.g. Threads) on a small scale to see if they are suitable for your brand, but above all, make sure to lock in your username just in case. Continue to prioritise platforms with greater reach and engagement where you already have a foothold.

Which audiences are on which platforms?

Facebook - still strong among older people

• Users: Especially people over 35, and in particular 50+ (The Internet Foundation, 2025).
• Patterns: This is where we find many of the decision-makers and purchasing power groups that often guide private and professional purchases.

• Insight for businesses: If your target audience is parents of young children, homeowners or B2B contacts, Facebook is still one of the most important platforms.

Instagram - broad but particularly strong in the 18-35 age group

• Users: Popular with young adults, but also reaches a large proportion of 30-40 year olds (Internet Foundation, 2025).
• Patterns: Image and video-focused platform where inspiration, lifestyle and brand experiences dominate.

Insight for businesses: Perfect for brands that want to showcase products visually, build community and reach out to younger adults with purchasing power.

TikTok - Generation Z in focus

• Users: Mainly 15-25 year olds, but also growing among 30+ (Internet Foundation, 2025).
• Patterns: Short-form video, fast-paced, entertaining and trending.

Insight for businesses: Important for brands that want to capture young consumers and build long-term relationships. But requires creativity and customised content.

Snapchat - loyal audience among the youngest

• Users: Strong hold among teenagers and young adults under 25 (Internet Foundation, 2025).
• Patterns: Private communication, instant sharing and everyday interaction.

Insight for businesses: The platform is rarely suitable for broad marketing but can be relevant for brands that want to reach young people early, for example in fashion, lifestyle or events.

YouTube - generation-wide

• Users: Almost all age groups, but particularly strong among young people (10-25 years) and also popular among 40+ (Internet Foundation, 2025).
• Patterns: Video is here for education, entertainment and how-to content.
• Insight for businesses: Suitable for both B2C and B2B, perfect for building credibility through guides, educational materials and storytelling.

LinkedIn - career and B2B

• Users: People of working age, especially 25-55 years old, with a focus on career and professional networks (The Internet Foundation, 2025).
• Patterns: Job-related content, industry news, employer branding.
• Insight for businesses: Crucial for B2B marketing and branding in recruitment, expertise and networking.

Threads & Bluesky - growing options for curious audiences

• Users: Early adopters, digitally interested and younger users looking for alternatives to X/Twitter.
• Patterns: Discussion, text and community building.
• Insight for businesses: Still small in Sweden, but could be relevant for companies that want to position themselves as early and innovative.

Messenger & WhatsApp - private conversations, strong growth

• Users: A wide range of age groups, but WhatsApp is growing fastest among younger adults (Internet Foundation, 2025).
• Patterns: Direct messaging, group communication, customer dialogue.

Insight for businesses: It's important not to forget messaging apps as a channel for customer contact and support. Many expect to be able to reach businesses here directly.

How you can navigate 2025

The new report does not show a dramatic upheaval among audiences, rather subtle shifts in how we use social media. But these shifts are important to note:

• Stable usage provides peace of mind, social media is a channel to invest in over time.
• The user becomes more selective in what they share, your content must be worth sharing.
• Segmentation is increasingly important in channel selection.
• Communication apps strengthen the ties between businesses and audiences.
  

If you'd like help interpreting these insights for your business or industry, or translating them into a concrete Social Media strategy to find your target audience, please get in touch. Together, we can ensure that your social media presence is relevant, engaging and sustainable.