- More Americans between the ages of 12 and 17 are using TikTok on a weekly basis than Instagram, according to survey findings published Thursday by Forrester.
- Facebook said last month that it was trying to better appeal to younger users through its services, including Instagram.
- “We’ve heard from Gen Z youth that they find TikTok more fun and more positive than other social media platforms,” said Mike Proulx, an analyst at Forrester.
According to the survey findings published by Forrester, TikTok usage among young Americans is increasing at the expense of Instagram.
This year, 63% of Americans between the ages of 12 and 17 used TikTok on a weekly basis, compared to 57% for Instagram, Forrester wrote in a statement. blog post Citing data from a survey conducted by the research firm on Thursday. In 2020, Instagram led the demographic, with 61% of kids on the platform, while TikTok had 50%.
Instagram’s recent struggles have been widely reported of late, beginning with a series in the Wall Street Journal based on internal research from parent company Facebook, now known as Meta, a was issued by the whistleblower. In an effort to keep users on the app, Facebook disregarded its own data showing the harmful effects of Instagram, especially on young girls, the research revealed.
Facebook announced last month that it would be tweaking its services, including Instagram, to better appeal to consumers aged 18 to 29. At the time, CEO Mark Zuckerberg noted that TikTok in particular had “emerged as one of the most effective competitors. We’ve ever encountered.”
Zuckerberg said the company will make its full-screen video reel feature a central focus of both Facebook and Instagram in the coming year. The company launched Reels in 2020 as a direct response to TikTok, whose full-screen video feed format has been copied by Snap, YouTube, Reddit, and other social media services.
“We’ve heard from Gen Z youth that they find TikTok more fun and more positive than other social media platforms,” Mike Proulx, an analyst at Forrester, said in an email. “One of its strongest differentiators is its creator community. While TikTok’s features and functionality may be lifted from its competition, the community spirit is a secret sauce that cannot be copied and pasted into any other social media platform. No matter how much money ‘encourages’ creators with competition.”
However, TikTok is not the top social media app among the American Gen Z. The gap is related to Google’s YouTube, which is used weekly by 72% of US teens in 2021, up from 69% in 2020, Forrester said. Snapchat is used by 54% of US Gen Zs weekly, which is flat compared to 2020.
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