Commercial social media are being increasingly adopted in formal learning settings even though they have not been conceived specifically for education. Whereas highly popular social services like Facebook and Twitter have been thoroughly investigated for their benefits for teaching and learning in higher education, other social media platforms which have been gaining considerable attention among youth have been largely overlooked in scholarly literature. The purpose of this study is to fill that vacuum by analyzing whether and how social media platforms like Instagram, Pinterest, Snapchat and WhatsApp have become an integral component of teaching and learning in higher education. A total of 46 studies are analyzed in terms of what pedagogical affordances of these four platforms they identify (e.g., mixing information and learning resources, hybridization of expertise, widening of the context of learning) and the benefits for learning that the authors go on to investigate. Results show that although the use of WhatsApp is well documented in a plethora of studies, there is a dearth of research about Instagram, Pinterest and Snapchat. While more than half of the studies are carried out in the Middle East and Asian areas and investigate mostly benefits for second and foreign language learning, the overall geographical distribution of studies examining learning via social media reflects the preferences expressed for these services on the part of the general population. Moreover, it is found that the pedagogical affordances of social media are still only being partially implemented and that diverse social media exploit affordances to different degrees. •Social media research continues to increase and attract growing scholarly interest•Prevalence of the number of WhatsApp studies over the other three services considered•Pinterest and Instagram studies still attract mild scholarly interest•Snapchat is the least investigated of the services considered•Geographical distribution reflects the preferences expressed by the general population in regard to single platforms