According to Statista.com, it is still Facebook the social media with the higher diffusion in Italy as to December 2020.

In 2020, Facebook was the social network with a higher penetration rate, as it counted 36.9 million users in Italy.

Instagram followed with 27.7 million users, that is to say, that -on average- half of the Italian population is on this social channel. Clearly, a number of companies, public offices, and other realities run an Instagram account. Nonetheless, the growth of this social is impressive, if compared to its (relatively) poor performance some years ago.

LinkedIn ranked third with 18.6 million users: again, and impressive growth. LinkedIn grew from being a semi-niche social to a medium of mass communication.

What strikes me is, though, the presence of TikTok in this chart: a phenomenon that we better not underestimate, not least as it’s Chinese, if compared to all the others, which are US-based.

Here’s the full chart:

Facebook: 36,9 million

Instagram: 27,7

LinkedIN: 18,6

Pinterest: 16,7

Twitter: 10,0

TikTok: 6,6

Reddit: 2,8