Instagram remains the most used social app among teens, but TikTok is more popular as an entertainment source.
That’s according to a new study conducted by Piper Sandler, which examines hot trends among teens and how they’re changing over time.
Based on an annual survey of more than 13,000 U.S. teens, Piper Sandler found that Netflix ranked slightly higher than YouTube in terms of daily video consumption, while TikTok surpassed IG. It was found to be the most preferred social app by far.
However, Instagram remains number one when it comes to usage, up about 7 points from the previous survey. TikTok came in second place (+5%), followed by Snapchat (-3%).
That’s not surprising. Younger audiences have always been drawn to these apps, but as you can see, Snapchat lost some ground in the latest Piper Sandler survey.
When it comes to other social platforms, Pinterest is seeing more interest than before (+6%) and Facebook is also seeing a slight resurgence (+2%). Meanwhile, the platform formerly known as Twitter saw usage decline by the same amount (-2%) among teens.
The fact that Instagram remains so popular may be related to its users’ social graph and established networks within the app, but the meta has shifted to AI-recommended content (which not everyone is a fan of) are also increasing the amount of time they spend within apps. In fact, just last week, Meta reported that: There is now 40 million young people use Facebook every day in the US and CanadaThis was the highest level in three years.
From a strategic planning perspective, these insights probably won’t change your targeting. Because if you’re trying to reach a younger audience, chances are you’ve already considered these platforms. But Pinterest may be worth a look, and Facebook’s improved AI advertising may also offer a stronger channel to younger audiences than you might expect.
But still, Snap remains relevant and influential with this cohort, with IG and TikTok leading the way.
Complete research data for Piper Sander can be found here.
