Social media in general (as we think of it) is much more popular in western nations. Thats not to say those outside the west don't use social media, but it tends to be much more dominated by group-chats (IE WhatsApp, Telegram) and by more isolated platforms or sections of platforms. Of the social media platforms we'll be familiar with, it tends to be mostly just the most popular and established ones like Instagram, Facebook, and now Tiktok, rather than something still relatively niche and nerdy like Reddit (nonetheless Lemmy).

All that said, again, this is a massive oversimplification talking broadly about trends. We're talking about thousands of different cultures in entirely different countries and enviroments.