Meta Platforms Inc., which owns both Facebook and Instagram, is the largest social media company in the world.

The majority of Meta's revenue comes from advertising

Since introducing Facebook Ads in 2007, ads have become the main way Meta makes money and keeps the social media platforms free for users. Meta's targeted ad program allows businesses to set a maximum advertising budget and be charged only for the actual number of impressions an ad receives. In 2025, $196.175B of Meta's $200.966B annual revenue came from advertising.

In 2018, Tencent's market capitalization hit $580B, surpassing Facebook (now Meta) for the first time.

Meta's acquisition strategy for Instagram and WhatsApp led to a 5-year-long antitrust lawsuit

In 2020, the Federal Trade Commission sued Meta as part of the agency's efforts to rein in big tech companies. The FTC alleged that Meta overpaid for Instagram and WhatsApp in a "buy or bury" strategy to gain access to those companies' talent and diminish competition. In 2025, a federal judge sided with Meta, citing intense change in the social media landscape.

Meta has reported WhatsApp users send over 100 billion messages daily

Across 180 countries and 60 languages, approximately billion users use the messaging app every day, with about 400 million in India, WhatsApp's biggest market. In some countries, the app has gone beyond messaging, enabling users to schedule doctor's appointments, conduct real estate deals, and provide direct-to-consumer sales.

Facebook's internal documents show that though the company publicly plays down Instagram's harms, its own research found that Instagram has promoted mental health issues for teens.

Facebook dominated US social ad spend in the first half of 2024

This data visualization shows the social media platforms where advertisers spent the most money in the first six months of 2024, with Facebook leading the pack taking home 36.3% of US social ad spend.

Mark Zuckerberg views Meta as a technology company—not a social media company

Despite Meta's core products being social media apps, Zuckerberg is adamant that Meta is a technology company that has built social media apps, but can build and is comfortable building other technologies—like AI-integrated glasses and virtual reality labs.

By 2022, Meta was betting strongly on a metaverse strategy for its products

Moving beyond the controversies over fueling misinformation, division, and harm worldwide, Mark Zuckerberg expressed optimism about technology's role in connecting people. Meta's multibillion-dollar investments in integrative AR and VR technologies have further evolved its founder's vision.

One Facebook investor turned $500K into $1B

Peter Thiel was Facebook's first big investor. In 2004, he invested $500K into the social network, long before the company owned Instagram or renamed itself "Meta." In 2012, when he sold off most of his stake, he turned that initial $500K investment into more than $1B in cash.

As of 2025, Wikipedia is one of the top 10 most-visited sites in the world

Alphabet Inc.'s Google search engine and YouTube received nearly 150 billion combined visits in November, followed by Facebook, ChatGPT, and Instagram, which each received over 5 billion visits during the same span. With 4.42 billion visits for the month, Wikipedia ranked just behind Reddit's 4.85 billion.

In 2022, there were 4.2 billion social media users across the globe

Among them were 200 million creators. Linktree, a company that helps create links in people’s social media bios (and much more), gathered the most important numbers from 2022 to get a more accurate picture of what the creator economy looks like, numerically speaking.

Mark Zuckerberg has nearly exclusive decision-making authority in Meta

Meta has a dual-class stock structure, meaning there are two types of stock that have different voting rights. Zuckerberg owns 90% of the company's Class B stock, which is allotted 10 votes per share, whereas Class A shareholders get one vote per share. He's also the CEO and the chairman of the board, meaning Zuckerberg has majority control over the company. (Some users may experience a paywall.)

In 2024, global ad spend surpassed $1T for the first time

Organizations like GroupM and WARC began predicting this record high in 2023. Five large tech companies (Alphabet, Meta, Amazon, Alibaba, and TikTok parent ByteDance) were predicted to account for more than half of all global ad spend in 2024.

Meta has added video features to attract more young users to Facebook

Amid an aging userbase and competition from newer social networks like TikTok, Facebook has seen its perceived relevance and cool factor progressively decrease. The Local tab and dating features are among several efforts to counter this perception.

WeChat has become China's primary news platform, due to expansive user base and legacy media's adoption of the platform.

Social media platforms benefit not just from ensuring they have satisfied users, but also from the personal data they scoop up and can then sell to online advertisers.

Facebook launched in a Harvard University dorm room in 2004

The controversial "FaceMash," where students rated each other's attractiveness, was the precursor to Mark Zuckerberg's social network. The platform rebranded as Meta after several acquisitions and a push into virtual reality, distancing itself from controversies.

Around 87 million users were impacted by Facebook's Cambridge Analytica scandal

Cambridge Analytica, a consulting firm with Russian and conservative ties, harvested data from Facebook users through a research tool that tracked interests across social connections on Facebook. Those profiles were used for targeted ad campaigns supporting Donald Trump in 2016 and pro-Brexit ads. A whistleblower originally said the private data of more than 50 million Facebook users was compromised, but a Facebook officer later estimated the number was around 87 million. Facebook settled the class-action lawsuit over the privacy breach for $725M in 2022.

The world's top streaming services (by subscriber count)

With almost 270 million paying users, Netflix is the dominant force in streaming entertainment. But after enjoying a first-mover advantage for years, competitors are beginning to catch up. Most notable is Amazon, which leverages its Prime subscriptions to bundle Prime Video, and has amassed an estimated 200 million users. See an updated tracker of the world's biggest platforms by audience.

Watch the unveiling of Meta's Quest 3S mixed reality headset

Meta's social apps like Facebook and Instagram are the most high-profile part of its business, but the company has sought building out a hardware line of peripherals like the Quest headset, which combines virtual and augmented reality.

TikTok is one of the fastest-growing social media platforms of all time

Centered around user-generated short videos, the platform was created by the Chinese technology company ByteDance Ltd. With over 1.8 billion users, the app has become a global force.

The first social media platforms date back to the late 1990s, and their algorithms were typically chronological, with entities like MySpace and Facebook feeding users content from the most recent posts to the oldest.

TikTok boasts nearly 1.8B monthly users

The app has surged in popularity recently, with usage surging during the COVID-19 pandemic. Those users have generated high revenues, too, with over $23B in 2024.

Randi Zuckerberg, Mark's sister, was Meta's first marketing director

Randi is two years older than Mark and also attended Harvard before working in advertising. Before joining Facebook, Randi worked in digital advertising at Ogilvy & Mather. In 2018, Randi attracted criticism for saying Holocaust deniers shouldn't be banned on Facebook. She's also previously been criticized for her own seemingly contradictory sentiments on Facebook's privacy rules.

Read a breakdown of WeChat, the central technology in Tencent's empire that boasts roughly 1.4 billion users and hosts e-commerce, payment, and messaging services all in one place.

View the list of most followed users on X

X, formerly Twitter, may now face more competition from rival social networks than ever, but it also had over 650 million active users as of early 2025. Elon Musk, Barack Obama, and Cristiano Ronaldo led the list of most-followed accounts then.

A major dopamine hit from social media use comes from unpredictability—not knowing if the content users post or share will get the 'like' from other users, triggering cycles of anticipation similar to those experienced with a slot machine.

Mark Zuckerberg demos the Quest 3 VR headset

Meta, back when the company was still known as Facebook, once tried and failed to launch a smartphone. With the arrival of the mixed reality era, the company decided to make another hardware play again—and this time, it's having better luck. Meta's aggressively priced Quest headsets offer VR for the masses, and here CEO Mark Zuckerberg shows off the new mixed reality experiences and more available with the latest version, the Quest 3.

Here is a visualization of the creator economy as an ecosystem

From social media platforms like Instagram and TikTok, to major advertisers paying influencers to promote their brands, to the consumers watching online content, quite a few engines have to keep firing to make the creator economy run smoothly.

As of April 2022, a million people access Facebook on the dark web monthly

While those using an anonymized web browser, such as Tor, have been able to access the social network's .onion site since 2014, the announcement marks a major milestone by the tech giant, which has worked to ensure its users can bypass restrictions by various governments and continue visiting the site.

Netflix is the dominant streaming service

As of 2025, Netflix had amassed more than 300 million subscribers globally and saw quarterly revenue over $11B.

Tencent has relatively low name recognition outside of China—despite being the world's biggest video game publisher—operating a 1.4-billion-user messaging network, and holding more than 80 companies with valuations exceeding $1B.

Facebook's algorithm chooses content to display on the News Feed based on user data

It employs machine learning to prioritize posts and ads based on user interactions, content type, and post timeliness, creating a personalized, engaging experience for each user.

X is a social media platform focused on real-time communication and content sharing

Users post and interact through short messages known as tweets. As of February 2025, X receives over 4.83 billion monthly visits, with users spending an average of 34 minutes daily on the platform.

Facebook was sued for $150 billion over the violence against Rohingya refugees

Facebook has been criticized for years for a prevalence of disinformation and hate speech, a problem that's not just confined to digital content. The plaintiffs argue Facebook's algorithm amplified dangerous propaganda in Myanmar, contributing to violence.