از قوانین جدید گرفته تا تغییر پذیرش پلتفرم، بازاریابی رسانه های اجتماعی در استرالیا امروز بسیار متفاوت از آن چیزی است که چند سال پیش انجام می داد. نگاه دقیقتر به این تغییر به رهبران بازاریابی کمک میکند تا خود را تطبیق دهند - چه این به معنای افزودن پلتفرمهای جدید باشد یا اصلاح استراتژی محتوای خود. Staying on top of the latest social media statistics in Australia shows you exactly what to do. And we’re making it easier for you with these latest stats to understand the state of social media in Australia. How is the Australian social media landscape shifting in 2026? In 2025, the Australian government banned social media for under-16 users. This served as a catalyst, forcing brands to focus on high-intent adult demographics. این نشانه این بود که اولویتهای برند از آگاهی با مصرفکنندگان جوانتر به تبدیل با بزرگسالانی که قدرت خرید عمده را در اختیار دارند، تغییر کرده است. And it’s a good thing because social media plays a key role in the online buying journey of Australian adults. According to DataReportal’s Digital 2026 report, 33.8% of Australians visit social networks to look for information about products and brands. اگرچه اکثریت هنوز از موتورهای جستجوی سنتی استفاده می کنند، اما نشان می دهد که بزرگسالان در استرالیا به طور فزاینده ای از رسانه های اجتماعی به عنوان موتور جستجوی اصلی خود استفاده می کنند. Additionally, 59.6% use social media for brand research. This includes forums, message boards and question and answer sites in addition to traditional social networks. The report also noted that 17.9% of Australian social media users use it to find products to purchase. If brands know how to tap into this, it helps them thrive with social commerce and discovery.
منبع: DataReportal What are the top social media platform benchmarks in Australia for 2026? Understanding how Australians use various social networks helps you identify how to adapt your strategy for each platform. Let’s look at the top platform-specific social media usage statistics in Australia. How are adult Australians using TikTok for social search in 2026? TikTok همچنان یکی از سریعترین پلتفرمهای رسانههای اجتماعی در حال رشد در بازار استرالیا است، با DataReportal که بین سالهای 2024 تا 2025 13.9 درصد افزایش کاربران را نشان میدهد. این پلتفرم اکنون به 10.9 میلیون کاربر بزرگسال در استرالیا دسترسی دارد. The app largely skews younger, with almost 74% of its user base aged younger than 34 years. These are demographics that are most likely to use TikTok as a search engine. WARC found that 86% of TikTok users aged 15 to 29 use the app for search on a weekly basis. Additionally, the University of Canberra found that 36% of users aged 18 to 24 years use TikTok for news. This makes it the second most popular source of news among social media platforms. These numbers affirm TikTok’s role as a place where young Australians discover and search for brands and products. با TikTok مانند یک موتور جستجو رفتار کنید. Optimising captions and hashtags with TikTok SEO in mind is key to discovery. Australian sunscreen brand Naked Sundays uses descriptive captions to improve TikTok search visibility.
منبع: TikTok How does Instagram drive visual commerce for the Australian market? Instagram is a popular platform in Australia, favoured for its visual format. تقریباً 70 درصد از استرالیاییهای بزرگسال در پایان سال 2025 از اینستاگرام استفاده کردند. تبلیغات اینستاگرام این پتانسیل را دارد که به بیش از 57 درصد از کل جمعیت استرالیا برسد. The platform offers a significant audience for businesses to target, especially through ads. It’s the top platform for keeping up with trends, with 54% of Australians in the Sprout Social Australia Index using it. اما هر قالب محتوایی کار نمی کند. The latest Instagram stats show that Reels reign supreme, making it the perfect format to drive brand engagement. بیشتر روی گروه سنی 25 تا 34 سال تمرکز کنید. This demographic, especially women, uses Instagram as a discovery tool, making it ideal for brand awareness and influencer marketing strategies. With Instagram’s in-app shopping feature, use the platform to drive direct conversions. This is highly effective since the app influences the buying decisions of 75% of Australians. Plus, shoppable posts drove a 35% increase in sales for Australian businesses. Instagram even introduced a feature for creators to tag shoppable products in their posts. Now it’s easier to work with Australian creators and drive direct sales from sponsored posts.
منبع: اینستاگرام Why does Facebook remain the anchor for Australian community building? حتیwith new platforms gaining ground, Facebook continues to be a favourite for Aussies. Over 22% of Australians in the DataReportal report voted for it. و با دسترسی بیش از 82 درصد از جمعیت بزرگسال کشور، نیروی غالب برای آمار کلی استفاده از رسانه های اجتماعی در استرالیا باقی مانده است. Facebook even contributes to the highest share of web traffic referrals from social media. More than 66% of all web traffic coming from social media is from Facebook. This strengthens the platform’s effectiveness for highly targeted advertising. Additionally, Facebook has transformed into a hub for community engagement. The 2026 Social Media Content Strategy Report found that it’s the top network for building community, especially for Baby Boomers and Gen X. Engage local communities through Facebook Groups and inject your brand into conversations around niche, shared interests.
منبع: فیسبوک How do Australian consumers use YouTube for product education? Although often treated as a streaming service, YouTube is becoming more recognised as a social media network in Australia. YouTube allows users to share videos, like content, leave comments and engage with online communities. With 21 million users in Australia, it’s now the second biggest social media platform in the country in terms of user count. این همه نیست. Aussies spend a lot of time on YouTube, with a total of 1 hour and 40 minutes spent per day on the platform. And each session lasts for about 11 minutes and 24 seconds, overtaking every other social network. Users spend more time on YouTube because of the platform’s focus on long-form content. It serves as a critical search engine for both B2B and B2C audiences looking for long-form product education and in-depth reviews. Australian brands like MECCA Beauty use YouTube to share tutorials, stories and event highlights. The brand racked up 14k views for a longer video that lasted over 31 minutes.
منبع: یوتیوب How are B2B Marketing Leaders using LinkedIn in Australia? While originally designed as an employment marketplace, LinkedIn is much more than that. It’s also an outlet for skill-building, thought-provoking discussions and industry updates. بر اساس گزارش DataReportal، در اواخر سال 2025، 18 میلیون عضو لینکدین در استرالیا وجود داشت. این نشان دهنده رشد قابل توجه 12.5 درصدی نسبت به سال قبل است. It now reaches almost 85% of the country’s adult population. LinkedIn’s user growth in Australia signals an opportunity for thought leadership and B2B marketing. Prioritise employee advocacy and long-form content to capture this highly engaged audience. LinkedIn’s algorithm favours personal storytelling and expert-driven content. With this in mind, executives must build their personal brands to amplify their reach beyond company pages. Marketing leaders like Jo Boundy use personal storytelling to connect with audiences and build a strong presence on LinkedIn.
منبع: لینکدین Why are Australian consumers turning to Reddit for authentic advice? As more internet users turn to Reddit for authentic, human-led conversations, Australians are following suit. DataReportal به افزایش 179 درصدی کاربران Reddit در استرالیا بین سالهای 2024 تا 2025 اشاره کرد و با 23.3 میلیون کاربر، بیشترین مخاطب تبلیغات را در میان پلتفرمهای رسانههای اجتماعی در این کشور به خود اختصاص داد. This massive user growth indicates that Australians are using Reddit to avoid heavily SEO-optimised content and find genuine product reviews. There are plenty of Australia-focused subreddits where users ask for genuine advice and feedback from other consumers. And people generally don’t hold back when it comes to their negative experiences. It’s a great place to dig if you’re looking for honest feedback to improve your products or customer experiences.
منبع: Reddit با مشارکت مستقیم در Reddit اعتماد ایجاد کنید. Answer questions, offer authentic advice and address concerns head-on. از تبلیغات Reddit برای افزایش آگاهی از برند و دسترسی به مخاطبان خاص پلتفرم استفاده کنید، که بسیاری از آنها در شبکه های دیگر قابل دسترسی نیستند. What is the current state of Threads and X in Australia? For text-based micro-blogging platforms like X (formerly Twitter) and Threads, their strength lies in real-time updates and conversations. This makes them ideal for customer service, crisis management and direct engagement. In late 2025, X had 4.74 million users in Australia while Threads had 1.35 million. اگرچه به اندازه پلتفرم های دیگر بزرگ نیست، هر دوX و Threads به طور گسترده در سطح جهانی استفاده می شوند. They’re well-suited to Australian brands looking to target international consumer markets. Use monitoring tools to track mentions, address concerns and capitalise on trending discussions. Given their fast-moving nature, negative sentiment spreads quickly on these platforms. Implement a proactive monitoring strategy to respond to feedback before it escalates. A well-managed presence enhances credibility and trust by demonstrating responsiveness and transparency. Canva is actively present on X, using it to share updates, poll customers and respond to support queries.
منبع: X How are Australian brands adapting their social media advertising strategies? Around the globe, businesses are leveraging social media platforms to connect with consumers. شرکت های استرالیایی نیز از این قاعده مستثنی نیستند. Social media ads serve as one of the top sources of brand discovery in Australia. DataReportal دریافت که بیش از 31 درصد از کاربران اینترنت استرالیایی بالای 16 سال برندها، محصولات و خدمات را از طریق تبلیغات در رسانه های اجتماعی کشف می کنند. همچنین تخمین زده شد که تبلیغات رسانه های اجتماعی در سال 2025 4.73 میلیارد دلار آمریکا (6.7 میلیارد دلار استرالیا *) بوده است. این نشان دهنده افزایش 11 درصدی نسبت به سال قبل است. با چنین روند رشد قوی، مشاغل استرالیایی باید تبلیغات رسانه های اجتماعی را در استراتژی بازاریابی کلی خود بگنجانند تا رشد بلندمدت را تسهیل کنند. However, changes like the under-16 social media ban add another layer of challenge for advertisers as the landscape becomes more saturated. Allocate budgets to target high-value adult demographics with precision. Compelling visuals and data-driven strategies maintain a competitive edge. What is the ROI of social media customer care in Australia? According to the Sprout Social Australia Index, Australian social users care about how brands engage with their followers on social media. This means they’re looking at how you respond to their questions or solve their problems. Rude responses or a failure to respond reflect poorly on your business. در واقع، طبق آخرین آمار خدمات مشتری رسانههای اجتماعی، اگر برندی در شبکههای اجتماعی پاسخ ندهد، ۷۳ درصد از مصرفکنندگان از یک رقیب خرید میکنند. With almost 60% of Australians using social media to research brands, how you respond to other consumers on social influences their perception. Are you addressing valid concerns or simply ignoring them? آیا برای حل مسائل تلاش می کنید؟ A strong social media customer service strategy is the key to winning them over. And it’s not just the quality of response that matters, but also the speed. مصرف کنندگان استرالیایی انتظار پاسخ سریع دارند. According to Zoho, almost 22% of consumers expect an instant response, while over 37% expect it in less than 30 minutes. در حالی که این آمارها مختص مراقبت از مشتری رسانه های اجتماعی نیستند، اما به طور دقیق انتظارات مخاطبان استرالیایی را در زمان پاسخگویی به خدمات مشتری منعکس می کنند. ابزارهایی مانند Sprout Social's Smart Inbox به شما کمک میکند تا در بالای هر پیام و نام تجاری در چندین شبکه اجتماعی، از جمله برنامههای پیامرسان خصوصی مانند WhatsApp، بمانید. It even has AI-powered sentiment analysis, which automatically assigns a sentiment value to your messages. این به شما امکان می دهد تا به طور موثر تلاش های خدمات مشتری رسانه های اجتماعی خود را افزایش دهید، زیرا می توانید ببینید کدام پیام ها نیاز به اولویت بندی دارند و پاسخ های به موقع و شخصی سازی شده ارسال کنید.
How can you use these Australian social media statistics to refine your strategy? With the Australian social media landscape going through a massive overhaul, shift your focus from vanity metrics to strategic data alignment. As you can see from the above social media statistics in Australia, rethink which platforms you use and how you use them. Here is how to incorporate different platforms into your social media marketing strategy:
پلت فرم تمرکز استراتژیک
فیسبوک، تیک تاک و اینستاگرام تجارت اجتماعی و کشف بصری را هدایت کنید
یوتیوب Engage high-intent buyers with product education content
لینکدین Use personalised storytelling to build human connections for B2B companies
X و Threads Provide real-time updates and customer support for international audiences
Reddit Tap into Australia-specific communities for research and direct engagement
Ready to measure your Australian social media performance? Across all these platforms, great content is what separates you from the competition. اندازه گیری کنید که چه چیزی با مخاطبان شما کار می کند. پست اختصاصی خود را از نزدیک زیر نظر داشته باشیدsocial media performance to understand how to optimise your content strategy. چه فرمت هایی بیشترین دید را دارند؟ Which topics resonate the most with your audience? Check out these social media post ideas in Australia to inspire you. *All AUD currency equivalents are approximate, based on exchange rates at the time of publication and subject to change. The post 2026 Australian social media statistics: A strategic guide for marketers appeared first on Sprout Social.
