Determining the ‘best’ platform depends on audience reach, but as of December 2025, Facebook, Instagram, LinkedIn, TikTok and increasingly, X (formerly Twitter) are the most utilised by Australian businesses due to their distinct operational mechanisms and user bases.
Facebook, currently reaching approximately 17.3 million Australians monthly (Roy Morgan, December 2025), operates on an algorithmic feed displaying content based on user interactions and paid advertising. Instagram, also owned by Meta, functions similarly but prioritises visual content and now includes enhanced shopping features integrated with Australian payment gateways. LinkedIn, with around 9.5 million Australian members (December 2025), is a professional networking platform where content is displayed based on connections and industry relevance; its advertising system allows precise targeting by job title, company size and skills. TikTok’s ‘For You’ page uses a recommendation algorithm driven by user behaviour, offering broad organic reach, while X operates as a real-time information network, with content displayed chronologically and algorithmically based on followed accounts and trending topics. Meta’s advertising platforms now fully comply with the Australian Competition and Consumer Commission’s (ACCC) digital advertising rules, requiring clear ad disclosures. In 2026, all platforms are expected to further integrate AI-powered content creation tools.
Each platform functions as a distinct ecosystem, utilising algorithms and user data to determine content visibility and offering advertising systems for broader reach.
