Social Media Use in Switzerland
How are social media platforms used in Switzerland? Find the statistics for 2025 and 2026, graphical platform overviews, and detailed analyses of LinkedIn, Instagram, Facebook, and TikTok.
2025 and 2026 Annual Editions · Edited: September 2026
Which year's edition are you looking for?
The latest issue is from 2026: It includes platform metrics from June 2026, profiles of seven channels, and a separate look at usage based on the IGEM Digimonitor 2026. For a retrospective, select the 2025 issue, which is current as of November 2025.
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Platform Status as of November 2025
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Platform Status as of June 2026
Social Media in Switzerland: 2026 Statistics
The onlineKarma platform overview from June 2026 lists, among other figures , 5,700,000 for LinkedIn, 4,200,000 for Instagram, and 3,100,000 for Facebook. TikTok, Snapchat, X, and Pinterest are also included.
View all seven values with a graphical comparison
These platform metrics do not uniformly measure active usage. The annual report explains the sources and presents the results of the IGEM Digimonitor separately. For a historical comparison, you can find the seven platform metrics for 2025 in a separate issue.
Which platform and which target audience?
LinkedIn is geared toward professional networking; Instagram and Facebook combine content with community engagement; TikTok focuses on short videos. In addition to the platform’s proven reach, age demographics, region, language, and your communication goals are key factors.
The detailed reports take you directly to the desired channel and year:
| Platform | 2026 | 2025 |
|---|---|---|
| LinkedIn 2026 | LinkedIn 2025 | |
| Instagram 2026 | Instagram 2025 | |
| Facebook 2026 | Facebook 2025 | |
| TikTok | TikTok 2026 | TikTok 2025 |
What the Numbers Tell Us—and What They Don't
Audience reach, registered members, and active usage are different metrics. Surveys are based on a defined population and a specific time period. Therefore, please check the source citations in the respective annual edition.
A change between two annual figures does not automatically indicate growth or decline: measurement methods, age thresholds, and data availability may change. Furthermore, platform figures should not be added together because people use multiple services.
Choosing the Right Platform
When deciding which channel to use, consider your target audience, communication goals, content, and resources. Statistics provide guidance; concrete planning requires up-to-date information and your own experience.
Our online marketing consulting service can help you figure this out. You can find our implementation services under Social & Content.