Which Social Media Platforms Are Most Actively Used by Armenians

As the year comes to a close, it is worthwhile to evaluate what is happening on Armenia's social networks, where the audience has grown, and where it has transformed. Overall, audiences are mostly either increasing or remaining stable. There are platforms for which we do not have clear statistics, as the social network does not provide information regarding its audience in Armenia. This is the case with TikTok. We know that the social network has a large audience, reaching hundreds of thousands of users in Armenia, but we do not have exact figures. The same applies to Telegram. Here too, it is obvious that the audience is continually growing, yet we lack specific statistics.

It must be noted that the growth of audiences is also influenced by the tens of thousands of citizens from Russia, Belarus, and Ukraine who have relocated to Armenia. They are now considered users located in Armenia by social networks. Perhaps due to the influx of relocants, LinkedIn's audience in Armenia has increased and surpassed 320 thousand.

Facebook's audience has reached its saturation point and has not grown for several years. Depending on the social and political situation, it fluctuates between 1.3 to 1.5 million monthly users. Primarily, the youth who have emigrated have found themselves much more comfortable on Instagram, with a slight number also on Twitter.

Instagram’s audience is approaching Facebook in size, with around 1 to 1.1 million active users, and this number is slowly but steadily increasing every month. About three-quarters of Instagram's audience consists of users under the age of 35. Meanwhile, half of Facebook's users are over 35 years old.

Twitter has finally released statistics regarding its audience in Armenia, and the number of active community members reaches 100 thousand. Two-thirds of Twitter users are male, predominantly under 35 years of age.

The audience of Pinterest remains unclear, but it is not small. It is likely a highly feminized platform. However, this is still speculation, and we will learn more detailed data once the platform finally opens its advertising capabilities for Armenia.

As for YouTube, nearly all internet users in Armenia visit it. However, we do not have data on what portion of these users are actually registered accounts on YouTube. These are data available from the advertising management panels of the platforms.