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Social Media – A User’s New Best Friend

Social media platforms have become an integral part of our daily lives, connecting us with friends, family, and businesses all over the world. In Malta, social media has gained a significant presence over the last few years, with many people using it for various purposes. People express their feelings, show their work, or simply stay connected with their loved ones. Let’s explore the most popular social media platforms in Malta and their uses.



Facebook is the most widely used social media platform in Malta. As of January 2023, there were approximately 420,000 Facebook users in Malta, which is about 70% of the country’s population. Facebook is used for a variety of purposes in Malta, from personal communication to marketing and advertising.


Facebook is an essential tool for businesses in Malta to promote their products and services. Many companies in Malta have Facebook pages where they share their latest products, offers, and updates. Facebook’s targeted advertising tools also enable businesses to reach their target audience easily.


Apart from businesses, Facebook is also widely used by Maltese individuals to stay in touch with friends and family members who are living abroad. It is a great platform to share updates, photos, and videos with loved ones.



Instagram is the second most popular social media platform in Malta, with approximately 300,000 users. Instagram’s visual focus makes it popular among individuals and businesses in Malta who are looking to showcase their creative work.


Instagram is mainly used for sharing photos and videos, and it has become an important platform for businesses and influencers to promote their products and services. Many Maltese businesses use Instagram to advertise their products, services, and brand, and it has become an effective tool for customer acquisition and retention.


Instagram’s visual nature has also made it a popular platform for photographers, artists, and other creatives in Malta to display their work and connect with potential clients and collaborators. And with the beautiful views we have in this country, it’s a great opportunity! 



Twitter is less popular in Malta than Facebook and Instagram, with approximately 50,000 users. For those who do use it, Twitter is a great tool for journalists, politicians, and activists in Malta to share news, opinions, and ideas. In my opinion, Twitter is an advantageous platform to get to know what’s happening in our country and share our thoughts.


Twitter’s real-time nature makes it a popular breaking news and updates forum. Many Maltese journalists use Twitter to share their latest stories, and politicians use it to communicate with their constituents and share their stances on various issues.



TikTok is a social media platform for creating, sharing, and discovering short videos. There are approximately 340,000 TikTok users in Malta, which is around 68% of the country’s population.


The app is mostly used by young people as an outlet to express themselves through singing, dancing, comedy, and lip-syncing, and allows users to create videos and share them across a broad community. Beyond TikTok’s traditionally playful content, users also take to the app to share experiences, tips, feelings, and even political ideas or news. This presents an important opportunity to expand awareness among younger audiences, given Malta’s current political and economic situation.



LinkedIn is a professional networking platform that has gained popularity in Malta in recent years. LinkedIn is mainly used by professionals in Malta to showcase their skills and experience and to connect with potential employers and clients. It is also an effective platform for businesses in Malta to recruit new employees and showcase their brand to a professional audience.



YouTube has become increasingly popular in Malta in recent years, with approximately 130,000 users. YouTube is used for a variety of purposes in Malta, from entertainment to education. Many Maltese businesses use YouTube to promote their products and services, and it has become an important platform for content creators in Malta to share their work and connect with audiences worldwide.


Interestingly enough, YouTube has now released local versions of the platform in more than 90 countries, and they have announced the launch of a country-specific version and local domain for Malta that is available in English at youtube.com.mt . For viewers and fans in Malta, this means discovering local creators and content more easily.


What’s your favorite social media platform, and how do you use it?

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