Social Media Use in Switzerland in 2025
How big are LinkedIn, Instagram, TikTok, and other social media platforms in Switzerland? Here you’ll find the seven documented platform metrics for 2025, corresponding platform profiles, and links to the detailed Swiss analyses.
Platform statistics as of November 2025. This issue will be preserved as a retrospective on 2025.
Seven Social Media Platforms by the Numbers
| Platform | Reported Value |
|---|---|
| 5,300,000 | |
| 4,100,000 | |
| TikTok | 2,777,000 |
| 2,628,000 | |
| 2,591,800 | |
| X (Twitter) | 2,348,000 |
| Snapchat | 2,152,000 |
All bars use the same scale from 0 to 6 million. They show the reported values, not market shares.
Source: onlineKarma Annual Overview, as of November 2025. This compilation does not use a standardized measurement method for every platform. Therefore, the figures do not represent comparable monthly active user counts. They should not be added together, as the same person may use multiple platforms.
An Overview of Platforms in Switzerland in 2025
Which platform is best suited for which communication goal? The numbers provide an initial sense of scale. The following profiles help connect this information to a channel’s specific functions.
LinkedIn: Professional Connections and B2B
5,300,000 users —as of November 2025. LinkedIn focuses on professional profiles, industry topics, employers, and business connections. For companies, insights into their own work, industry articles, and engaging with employees are particularly relevant.
The reported figure does not indicate that all individuals are regularly active. For a campaign, what matters are the relevant roles, industries, and regions within your target audience.
Instagram and Facebook: Content and Community
Instagram: 4,100,000 · Facebook: 2,591,800 – reported figures as of November 2025. On Instagram, you can showcase products, people, and work processes through photos, Reels, and Stories. Facebook also offers space for events, groups, and engaging with a community.
Being part of the Meta ecosystem does not replace the need to make your own channel decisions: Determine what content your target audience consumes and where you can reliably engage with them.
TikTok: Short Videos with a Unique Style
2,777,000 reported —as of November 2025. TikTok focuses on short videos and a feed for discovering content. For businesses, this offers opportunities such as providing clear explanations, offering glimpses into everyday life, or demonstrating a product.
Be sure to factor in ongoing video production and responding to comments. The number of platforms alone does not indicate how many people are active daily, nor how well a specific age group can be reached.
Pinterest: Find and Save Ideas
2,628,000 reported —as of November 2025. Pinterest combines visual search with idea curation. Tutorials, design ideas, and clear product information can help users make informed decisions. Check whether your content answers a specific search query and leads to a helpful landing page.
X (Twitter): Current Topics and Public Discussions
2,348,000 reported —as of November 2025. On X, the focus is on short posts, news, and public conversations. To establish a presence, you need relevant topics, a clear communication goal, and time for ongoing monitoring and moderation.
Snapchat: Visual Communication
2,152,000 users reported —as of November 2025. Snapchat is focused on communication through images and videos, as well as Stories and camera effects. When planning your channel strategy, you should evaluate relevant vertical content and the target audience you can actually reach.
Age and Target Audiences: Who are you reaching?
The total number of users on a platform does not necessarily indicate which age groups, language regions, or professional profiles you can reach there. When deciding on a target audience, these differences are often more helpful than the platform’s ranking in the overview.
The detailed Swiss analyses for 2025 provide an in-depth look at the respective platform data. Select the appropriate channel:
- LinkedIn: Professional Demographics and Age Distribution
- Instagram: Swiss Users in Detail
- Facebook: Swiss Users in Detail
- TikTok: Swiss Users and Age Groups
Compare age distributions only when the source, reference group, and measurement method are the same. The data in this issue refer to 2025; more recent study results can be found in the 2026 annual edition.
And what about YouTube and Threads?
YouTube and Threads are not included in this table, which lists seven platforms. This is not a ranking of all social media platforms, nor does it imply that these two platforms are of little importance.
YouTube connects videos with searches for topics, tutorials, and entertainment. Threads focuses on text-based posts and conversations. For both platforms, this compilation does not include any methodologically comparable Swiss figures for 2025; global data is therefore not presented as Swiss figures.
You can find the following annual figures in the 2026 edition of the report on social media use in Switzerland.
How to Interpret the Numbers Correctly
A platform can report on its members, advertising reach, or active usage. A survey, on the other hand, measures usage within a defined population and over a specific time period. These metrics answer different questions.
The original compilation does not document a complete, standardized measurement method for every platform metric. It therefore does not allow for an exact comparison of market share or for conclusions about what percentage of the total Swiss population uses a platform on a daily basis. In particular, a LinkedIn member count or reach metric does not measure regular usage.
To plan a campaign, you’ll also need up-to-date information on your target audience, region, and language. A high reported reach alone doesn’t necessarily indicate whether a channel is suitable for your offering.
From Statistics to Channel Selection
- Clarify your goal: Is it brand awareness, inquiries, sales, employees, or customer loyalty?
- Narrow down your target audience: Check the region, language, and age in the platform details and the current planning data.
- Plan Content and Engagement: Choose channels for which you can regularly create relevant content and engage with users.
- Measuring Impact: Before you begin, define the specific action you want to achieve. A high platform score alone is not a measure of success.
Our online marketing consulting service helps you choose the right channels. For more information on implementation, see the Social & Content section.
Sources and Additional Annual Figures
The table presents the original onlineKarma chart as of November 2025. YouTube is not included in this platform table; therefore, no conclusions can be drawn about its significance in marketing. The previous compilation used a different data set for this purpose.
The annual reports are listed separately: 2025 · 2026. You can find the appropriate edition in the overview of social media usage in Switzerland.