Leading Social Media Brands in Australia: Q4 2023 Overview

In the competitive landscape of social media in Australia, Q4 2023 saw significant trends among leading brands like YouTube, Facebook, and WhatsApp. Leveraging Sensor Tower's comprehensive data offerings, we explore their performance and user engagement across web and app platforms.

YouTube

YouTube's digital footprint remains robust, with its website, youtube.com, and the YouTube app consistently engaging users.

• Audience Trends: From Q3 to Q4 2023, YouTube's monthly deduplicated audience grew steadily, maintaining numbers above 24M. Website visits showed a slight dip in November but rebounded in December, staying above 3.5B.

• App Engagement: The app's monthly active users hovered around 22M, with a slight increase in December, indicating stable mobile engagement.

• Ad Spend & Channels: Notably, YouTube's monthly ad spend in the social media category was minimal, with a brief spike in August and September through Instagram, but no significant investment in other channels.

Facebook

Facebook continues to be a dominant player with its website, facebook.com, and the Facebook app.

• Audience Trends: The monthly deduplicated audience remained stable around 23M throughout the quarter. Website visits saw a gradual decline, settling above 1.3B in December.

• App Engagement: The app maintained a consistent monthly active user base, with users slightly increasing to 21M by December.

• Ad Spend & Channels: Facebook's monthly ad spend was concentrated in July on Snapchat, with a minor campaign on TikTok in October.

WhatsApp

WhatsApp's presence is formidable, with whatsapp.com and the WhatsApp Messenger app both showing growth.

• Audience Trends: The monthly deduplicated audience saw a steady increase, surpassing 15M by December. Website visits fluctuated slightly but remained above 130M.

• App Engagement: The app's monthly active user count rose consistently, reaching over 8M by the end of the quarter.

• Ad Spend & Channels: WhatsApp's monthly ad spend was minimal, with a brief campaign on TikTok in July.

Conclusion

Q4 2023 highlighted the robust performance of YouTube, Facebook, and WhatsApp in Australia's social media sector. Sensor Tower's data underscores the importance of cross-platform insights, providing unparalleled visibility into user behavior and engagement. Through our Web Insights, Pathmatics, and App Performance Insights, businesses can gain critical understanding of digital trends, ensuring strategic decision-making and competitive advantage. Explore Sensor Tower's products to unlock the full potential of your digital strategy.