Facebook is dying in Belarus, TikTok is the most massive, VK and Odnoklassniki are stagnating, while Threads are growing explosively

Illustrative photo. Photo: "Nasha Niva"

Sergey Kuzmenko, a leading lecturer at Webcom Academy, says:

"The problem is that clear statistics on social networks in Belarus are traditionally difficult to obtain. We essentially have three main sources: Digital Data Report, Webcom Group's internal data, and calculations from Wunder and AMDG agencies. But if you put this mosaic together, the picture is very telling.

First and foremost: according to last year's results, the overall audience growth in Belarusian social networks has practically stopped. The only exception was Threads, which grew three-fold in six months.

The absolute leader in reach today is TikTok; it has surpassed the mark of almost 9 million users. I emphasize: users, not population! Many access it from multiple devices, but the number is still colossal. TikTok "eats up" all free time, and this trend will only intensify."

Olesya Chernik, Head of SMM at Design Wunder Digital, in turn, states:

"Over the year, the audience of social networks in Belarus grew by 13% (according to DataReportal). The most massive platform in our country is TikTok: 95% of internet users use it. This is practically maximum reach. The platform continues to grow, but the pace is naturally slowing down: the expansion potential is almost exhausted."

Next, says Sergey Kuzmenko, comes the "dark horse" — YouTube, for which, unfortunately, there are no transparent Belarusian statistics, followed by Instagram with its 3.9 million.

"It seems less than TikTok, but here lies a crucial nuance: time spent! People log into Instagram dozens of times a day, scroll through their feed, watch reels. This factor is key for advertisers.

Everything that doesn't make it into the top 3 is either stagnant or falling. For example, the number of Facebook users in Belarus has decreased to approximately 500 thousand. It's no longer a mass social network, but a niche platform.

LinkedIn was the surprise of the year. According to estimates, its monthly audience in Belarus has already reached 2 million people. This is a business network that really works and delivers results. As for "VKontakte" (less than 2 million) and "Odnoklassniki" (about 1 million), these networks are stagnating.

The main event of this year is Threads. By November 2025, its audience in Belarus was 450 thousand, and by March 2026, we had already surpassed the threshold of one million users.

"How is Threads different from everything we've seen before?" — Sergey Kuzmenko ponders. — "If we draw analogies, TikTok is a giant football arena. There are 9 million people, noise, jostling. To be noticed, you have to shout very loudly. And Threads is a small smoking room where only your own gather, and news spreads instantly."

• 4
• 1
• 3
• 1
• 3
• 0
• 0
• 0