Social media has existed for over two decades and has grown significantly in that time, and it’s not showing any signs of slowing down. It has reshaped the way we connect, communicate, and consume information, and its dynamic nature constantly gives users new ways to experience these platforms.
As of 2024, statistics show that almost two-thirds of the global population is using at least one social media platform. Although the industry initially started for entertainment purposes, its growth and popularity also made it a hub for advertising, media, and marketing.
Interestingly, a recent survey by ExpressVPN shows that 66% of 18- —to 26-year-olds and 60% of 27- —to 36-year-olds are relying on social media more as a search engine. Older generations share a similar sentiment, with 62% of 35-42-year-olds and 58% of 43-58-year-olds regularly using social media for online searches.
Changing consumer preferences across most age groups and demographics brings new insight into the industry and possible forward-looking developments heading into 2025. For big-league players, this provides an opportunity to reach consumers on a new level and extend business activity in a new and fast-growing revenue stream.
Bilibili Inc.
Bilibili (BILI) has become a standout player in the digital content niche, focusing on gaming, anime, and user-generated content. This platform is quite popular with the younger generation, as over 80% of its users are under the age of 24. With over 107 million daily active users and plenty of innovative features, it’s a social media site on the right path to growth.
A glance at the Q3 2024 results shows just how much BiliBili has grown. The company reported a total net revenue of $1.04 billion (RMB 7.31 billion), which is an increase of 26% year-over-year. BiliBili also reported a gross profit of $363 million (RMB 2.55 billion), representing an increase of 76% year over year. Additionally, Q3 witnessed an increase in operating cash flow of $317.1 million (RMB 2.23 billion), compared to Q3 2023, where it reported $37.84 million (RMB 277.4 million)
BILI had a solid 2024, starting the year at $11.12 and peaking at $29.66 per share by October. This was followed by a drop below the $20.00 threshold, where it remained steady for the next several months, ending the year at $18.11. Throughout 2024, the share prices rose by almost 70%, showing that the company was already on a good path. Even though BiliBili dipped at $15.97 at the beginning of 2025, the forward P/E ratio of 28.99 shows there’s still room for growth and profit.
Snap Inc.
Another popular social media platform that investors should consider is the parent company of Snapchat - Snap (SNAP). With an active user base of over 443 million daily users as of 2024, the company has demonstrated consistent growth. Snap aims to engage with younger users. The company has been focusing on innovative features such as implementing augmented reality (AR) and its recently released Snapchat+.
Snap’s Q3 report for 2024 shows a significant increase in numbers across the board. The company reported revenue of $1.37 billion, a 15% increase over last year’s $1.19 billion revenue from last year's Q3. The company also reported a net loss of $153 million, compared to the $368 from 2023, showing an improvement of 58%. Another impressive number is that the company managed to increase its daily active users by 9%, reaching 443 million.
2024 was bumpy for Snap, but share performance managed to regain its footing halfway through the year. 2024 started with a price of $16.55 per share, followed by a massive drop and another spike in Q2 before dropping again in August. For the second part of the year, the share prices gradually grew, ending the year at $10.77. Despite the bumpy year, the company’s potential is there and is backed by a forward P/E ratio of 31.95.
Pinterest Inc.
People often consider Pinterest (PINS) a unique social media platform aimed at visual discovery and creativity. The plethora of features makes this app popular, as evidenced by the company’s report showing over 537 monthly users worldwide. In addition, the recent partnerships with Google and Amazon have caught the attention of advertisers, so it’s not just aimed at personal entertainment.
Pinterest's Q3 2024 report shows a considerable increase in its numbers. Apart from reaching an all-time high of 537 million active users, the company reported revenue of $898 million, an increase of 18% year over year. The company also reported a net income of almost $31 million and shows an increase in numbers in all regions—the U.S. and Canada, Europe, and the rest of the world.
For Pinterest, 2024 wasn’t impressive, but share performance remained steady, at least in the second half of the year. Share performance showed potential in Q1, with a peak of $41.05, followed by a decline putting at $32.40. The second half of Q2 and most of Q3 were impressive, with prices steadily holding well above $40.00. The stable price combined with the forward P/E ratio of 17.61 shows a potential that investors can capitalize on.
NetEase Inc.
NetEase (NTES) is a Chinese-based internet and technology company that expanded its influence beyond gaming and ventured into the social media realm. With innovative platforms such as NetEase Cloud Music and NetEase Bee, its social media business arm, the company is tapping into a niche with growing demand.
Even though the company’s Q3 2024 report shows some mixed results, it still had a relatively successful quarter. NetEase reported a net revenue of $3.7 billion (RMB 26.2 billion), which is a decrease of 3.9% compared to Q3 2023. Game-related services experienced a drop of 4.2%, while Youdao’s net revenue increased by 2.2%. NetEase’s Cloud Music also saw an increase in net revenue totaling $284.9 million (RMB 2.0 billion).
NetEase started 2024 strong at $91.19 per share, which quickly rose to the year’s peak of $113.14. However, performance slipped, with a gradual decline until September, reaching a low of $76.78 per share. Prices managed to rebound, ending 2024 at $89.21. The growth continued in 2025, and the stock market went to $103.92. With a forward P/E ratio of 13.66 and the slow and steady growth over the past several months, NetEase should be on investors’ radar.
Weibo Corp.
Weibo (WB), often referred to as “Chinese Twitter,” is a well-established social media platform in China offering a blend of microblogging, interactive marketing, and multimedia sharing. With 587 million monthly and 257 million daily users, it’s one of the most dominant social media in the country.
The company’s financial results for Q3 2024 show healthy growth, something that investors would like to see in a company. Net revenue totaled $464.5 million, a 5% increase year over year. Advertising and marketing revenues were $398.6 million, a 2% increase year over year. Income from operations totaled $141.3 million, meaning the company had an operating margin of 30%.
WB had a relatively steady 2024. Throughout the year, the price ranged between $7.00 and $12.40 per share. Prices entered 2024 at $10.11 per share and had a slow drop, reaching its lowest point in September, but was soon followed by a peak. It ended 2024 relatively stable without too much volatility at a price of $9.55. WB’s forward P/E ratio is quite low at 4.49, meaning there’s plenty of potential for growth and profit for investors.
Conclusion
The social media sector continues to evolve and innovate, which is why it creates an environment that can be profitable for investors. The dynamic opportunities and consistently changing landscape of this niche mean it’s not just about investing in social media but also about choosing which company to invest in. As we begin our journey into 2025, today’s 5 social media stocks show plenty of potential that should result in profits.