Online advertising in Albania, Instagram leads the market/ Meta significantly dominates, while LinkedIn and X show growth
At the end of 2025, the social media advertising market in Albania was led by Meta platforms, with Facebook and Instagram as the main channels for audience and digital marketing.
According to data published by Datareport, Facebook had around 1.3 million users in Albania, while its advertising reach was equal to 47.0% of the country's total population. The advertising audience on Facebook was mainly composed of males at 59.8%, while females represented 38.3% of the adult users targeted.
Instagram, on the other hand, is even stronger in terms of penetration. The platform had around 1.35 million users at the end of 2025, while its reach comprised 55.2% of the country's internet user base, regardless of age. The gender structure of the advertising audience on Instagram was more balanced, with 45.2% female and 52.5% male. These data show that Instagram has now gained maximum popularity in the country, unlike last year when Facebook led.
Meanwhile, LinkedIn has seen steady growth in Albania. Its potential advertising audience grew by around 70,000 users in 2025 (+10.9%), while 10,000 new users were added in the July-October quarter alone. However, this data is based on registered memberships and not necessarily active usage.
Platform X (formerly Twitter) has also seen growth in its advertising audience, with an addition of 26,000 users during the year (+10.6%) and a stronger increase in the period July–October 2025, when the audience grew by 61,900 users (+29.5%). However, X's data remains more volatile, with significant fluctuations that can affect the interpretation of the trend.
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