The e hustle 42: I rank the top 6 social media platforms for ecommerce

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Every ecommerce business should have at least 6 touch points when it comes to communicating with potential customers or trying to broaden their reach.

The problem is, they're not all suitable for all brands. So which social media channels should you be using to build your brand?

I've compiled the key stats that every ecommerce brand needs to know, when it comes to the top 6 social media platforms in ecommerce.

1. Ranking by Active Users (2024)

1. Facebook – ~2.9 billion monthly active users

2. YouTube – ~2.5 billion monthly active users

3. Instagram – ~2.35 billion monthly active users

4. TikTok – ~1.1 billion monthly active users

5. Snapchat – ~750 million monthly active users

6. Pinterest – ~465 million monthly active users

2. Ranking by Engagement (Average Time Spent Per Day)

1. TikTok – ~52 minutes per day

   • Highly engaging due to its short, addictive content format and algorithm-driven content discovery.

2. YouTube – ~40 minutes per session

   • Known for longer watch times, driven by its extensive library of long-form content, though YouTube Shorts are growing in popularity.

3. Snapchat – ~30+ app opens per day (~20 minutes total per day)

   • High frequency of use, especially among younger users, for quick interactions, messaging, and snaps.

4. Instagram – ~30 minutes per day

   • Driven by photo-sharing, stories, and the growing Reels format.

5. Facebook – ~33 minutes per day

   • Engagement comes from groups, videos, and marketplace interactions, with less focus on personal sharing.

6. Pinterest – ~14 minutes per session

   • Engaged users are often searching for specific ideas, products, and inspiration, leading to high intent interactions.

3. Core Demographic by Channel

Facebook: Older Adults & Community Groups

• Age Range: 25-44, growing 45+.

• Gender Split: 52% female, 48% male.

• Key Interests: Groups, marketplace, family connections.

• Best for: Brands targeting older users and community-building.

YouTube: Broad Global Reach

• Age Range: 18-34, strong 35+ presence.

• Gender Split: 55% male, 45% female.

• Key Interests: Long-form content, tutorials, entertainment.

• Best for: Brands focused on education, product demos, influencers.

Instagram: Millennials & Gen Z

• Age Range: 18-29, some 30-44.

• Gender Split: 51% female, 49% male.

• Key Interests: Fashion, lifestyle, influencers, e-commerce.

• Best for: Visual brands and influencer marketing.

TikTok: Gen Z Focused

• Age Range: 16-24, growing older users.

• Gender Split: 60% female, 40% male.

• Key Interests: Short-form viral videos, trends, music.

• Best for: Brands aiming for viral, trend-driven content.

Snapchat: Younger Gen Z & Millennials

• Age Range: 13-24.

• Gender Split: 55% female, 45% male.

• Key Interests: Ephemeral content, AR filters, stories.

• Best for: Brands engaging young, interactive users.

Pinterest: Shopping & DIY

• Age Range: 25-49.

• Gender Split: 70% female, growing male audience.

• Key Interests: Home decor, fashion, DIY, shopping.

• Best for: E-commerce brands in lifestyle and visual content.

4. Who are the biggest ecommerce brands by channel

Here’s a list of some of the biggest eCommerce brands by the number of followers on each platform. These numbers are estimates and fluctuate as brands grow, but the following brands consistently rank among the top in terms of their social media presence.

YouTube

• Amazon – 714K+ subscribers

• Nike – 2.1M+ subscribers

• Walmart – 824K+ subscribers

• Sephora – 1.52M+ subscribers

• Adidas – 950K+ subscribers

Facebook

• Amazon – 29M+ followers

• Nike – 35M+ followers

• Adidas – 39M+ followers

• Zara – 30M+ followers

• Walmart – 33M+ followers

Instagram

• Nike – 320M+ followers

• Adidas – 30M+ followers

• Zara – 57M+ followers

• H&M – 41M+ followers

• Sephora – 23M+ followers

TikTok

• Nike – 9.3M+ followers

• Gymshark – 5.8M+ followers

• Shein – 33M+ followers

• Adidas – 7.8M+ followers

• Sephora – 2.7M+ followers

Snapchat

• Adidas – 2M+ followers (est. via Snapchat Discover and filters)

• Nike – Uses Snap Discover and AR lenses for brand awareness (no public follower count available)

• Amazon – Focuses on Snap ads and Discover content (no public follower count available)

Pinterest

• Etsy – 10.5M+ followers

• IKEA – 2.4M+ followers

• Home Depot – 1.8M+ followers

• Sephora – 1M+ followers

• Wayfair – 1.3M+ followers

Tip: YouTube: The Most Under-rated Platform for Ecommerce

You can see in the data above that YouTube has the broadest appeal in terms of age groups, a higher average time spend per day than Instagram, and the second highest monthly active users behind Facebook, yet is usually not used by most ecommerce brands in a serious capacity.

Remember, marketing isn't always about selling, it's about building awareness - getting into the conversation before worrying about getting into the wallet. YouTube represents a great opportunity to get a competitive advantage on your competitors who aren't using it.

A great example of a brand that's using YouTube well is Represent Clo.

You can check them out by following this link. The channel currently has around 27k followers and offers behind-the-scenes content, lifestyle features, and insights into the brand's growth, such as their Behind The Brand series.

If you're interested in gathering some YouTube inspo - this is a great place to start. 

Remember, if ever you aren't sure if people would want to watch your brand story, just remind yourself that Gogglebox is actually a show on TV.

Until next week,

Paul