For some it makes the world feel a littler smaller by connecting family and friends irrespective of the distance between them.
Others use it to become part of communities they may never have otherwise discovered, sharing talents, laughs and vital advice along the way.
But for a creative few, posting on social media can be a bona fide way to make or support a living or cause – and find fame on the small screen.
We've trawled the likes of Instagram, TikTok, Twitch, YouTube – and even LinkedIn – to bring you a list of 18 Portsmouth influencers you ought to follow.
From post-natal advice to free fitness tips, social media is a window into their world and more than 10million people are already watching.
Do you recognise any of the faces here?
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A collage of four of the much-loved Portsmouth influencers. From top-left, Demi Jones and Daniel Disney and, from bottom-left, Tega Alexander and Flo Simpson. Photo: 3rd party
. Graeme Robertson and Theodora Van De Pol (@babewheresmypassport)
Portsmouth-born Graeme Robertson and his partner, Theodora Van De Pol, have amassed 20K Instagram followers and 165K YouTube subscriptions as they travel the world. Photo: @babewheresmypassport
. Leahviathan (@leahviathan)
Popular Twitch streamer and YouTuber Leahviathan may live in London, but she hails from Gosport. She has 164,000 followers on the game-streaming platform. Photo: Habibur Rahman
. Demi Jones (@demijones1)
Demi Jones, from Cosham, did the city proud when she got to the Love Island final earlier this year. Now she's a bonafide influencer, boasting 1.1million Instagram followers. Photo: @demijones1 on Instagram
. Jennifer Sanchez (@the_liberty_lady)
Founder of Southsea-based firms The Liberty Lounge and Dimples and Daisies, Jennifer empowers women through stunning photography. She has 20K Instagram followers. Photo: The Liberty Lounge
5. Flo Simpson (@florence.simpsonn)
Since lockdown, Flo, from Portsmouth, has amassed more than 650K followers on TikTok as she documents her weight-loss through wholesome 60-second videos. Photo: @florence.simpsonn
6. Tega Alexander (@tegaalexnder)
Dancer and creative director Tega shares Southsea regularly with his 33K Instagram followers. More than 289K people also follow him on TikTok, where he shares funny, often dance-themed clips. Photo: @tegaalexander on Instagram
7. Hayley Madigan (@hayleymadiganfitness)
Health coach Hayley lives in Portsmouth and uses Instagram and her 325K followers to spread positivity and help women find their body confidence. Photo: @hayleymadiganfitness on Instagram
8. Ben Norman (@ifnutrition)
Nutrition and fitness guru Ben Norman, from Waterlooville, prides himself on not being 'your typical 40 year old'. He has 33K Instagram followers and is the founder of fitness firm Half Human. Photo: @ifnutrition on Instagram