Instagram has overtaken Facebook to become the most popular social media platform in Switzerland, with a total of 2,9 million users. 

Instagram unseats Facebook as top social media platform in Switzerland

Facebook has been unseated as the social media king of Switzerland, according to new data from the latest IGEM-Digimonitor study. The photo-based platform gained 150.000 new users in Switzerland last year alone, bringing the total number of users in the alpine nation to more than 2,9 million. 

In doing so, Instagram has overtaken Facebook as the most popular social media platform in Switzerland. Facebook lost 180.000 users last year, for a total of 2,8 million. The next most popular platforms are LinkedIn (2 million), Pinterest (1,5 million) and Snapchat (1,2 million). The number of TikTok users has grown to 1,1 million, while X (formerly Twitter) has 740.000 users. 

72 percent of Swiss population uses social media

Unsurprisingly, there are big differences in the age demographics of each platform. Snapchat has the youngest users overall, with an average age of 24 years. For TikTok it is 27 years, while LinkedIn and Facebook are both popular with a significantly older market, with an average user age of 46 years. 

According to the IGEM-Digimonitor study, 4,8 million people in Switzerland use a social media platform on the internet or on their mobile phone at least occasionally, the equivalent of 72 percent of the population. 

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