Determining which social media platforms to utilise in Australia in 2026 involves understanding each platform’s core function: connecting users through shared content and facilitating targeted advertising. These platforms operate by collecting user data – demographics, interests, behaviours – to build profiles and deliver relevant content and advertising, all while complying with Australian privacy regulations.
As of December 2025, Facebook remains widely used in Australia, with approximately 17.4 million monthly active users. Its advertising system, Meta Ads Manager, functions through an auction-based model where advertisers bid for ad placement based on target audience and ad quality. Instagram, also owned by Meta, operates similarly, with a strong focus on visual content. TikTok’s ‘For You’ page uses an algorithm to present users with content based on interactions, and its advertising now includes lead generation forms. LinkedIn focuses on professional networking and B2B marketing, utilising detailed professional data for ad targeting. X (formerly Twitter) operates on a real-time information network, with advertising based on keywords and user interests. In 2026, platforms will likely continue refining their AI-driven algorithms to improve ad relevance and user engagement, and Australian businesses must adhere to the updated Online Safety Act 2021 when posting content.
Ultimately, these platforms function as complex data-driven ecosystems designed to connect businesses with potential customers through targeted content delivery and advertising.
