Whereas the ship appears to have sailed on Fb being the highest social platform amongst youthful audiences, Fb, after all, nonetheless has Instagram to keep up reference to the youth. Or ‘had’ – in response to a brand new survey performed by analysis agency Piper Sandler, Instagram, too, now appears to be dropping floor, with Snapchat and TikTok seeing increased desire amongst teen customers.

The report incorporates responses from over 9,800 US teenagers, with a nearly even cut up amongst female and male respondents.

Piper Sandler teen research report

The report seems to be at a number of parts, however on favored social media platforms, respondents indicated that:

  • Snapchat is the preferred, with 34% of respondents indicating that it is their prime desire
  • TikTok got here in second, with 29% of the favored vote
  • Instagram was the highest decide amongst 25% of respondents

The outcomes usually are not overly stunning – similar reports have persistently indicated that Snapchat has maintained its recognition amongst teen customers, regardless of its smaller overall audience size compared to Instagram. However Instagram has additionally lengthy held its place as the highest youth desire. Now TikTok is muscling in – which is able to little question upset Zuck and Co., and disrupt their plans for whole social media dominance.

Certainly, stories have indicated that Fb representatives have been eager to highlight the potential dangers of TikTok to US senators, whereas The Social Community has additionally been working to replicate TikTok’s key features in an effort to negate the app’s recognition. So far, none of these measures have essentially labored – and whereas TikTok remains to be embroiled in a controversial takeover push, it stays totally potential that the app will be capable to proceed working, as regular, regardless of the US Authorities’s ongoing strain for a sell-off to a US-owned enterprise.

But it surely’s not all unhealthy information for Fb – in response to precise usage data amongst teen customers, not recognition, Instagram stays on prime (84%), adopted by Snapchat (80%) and TikTok (69%). Which is probably going sufficient to placate Fb – individuals can say no matter they need, but when they’re opening its apps extra typically, then the fact is all that issues.

And that is the place Fb might nonetheless be successful. Whereas varied stories have prompt that engagement with Fb’s predominant app is declining over time, Fb itself hasn’t reported any official utilization stats, with reference to time spent per day, since 2014, when it shared that customers had been spending 40 minutes per day within the app. In 2016, Fb additionally reported that customers had been spending greater than 50 minutes a day utilizing Fb, Instagram and Messenger, however since then, The Social Community has gone fairly on in-app utilization, which might counsel that the general period of time spent hasn’t elevated since.

However we do not know, Fb’s not saying, and we’ve got no different approach of figuring out precise time spent – although exterior estimates have prompt that folks at the moment are spending round 37 minutes per day in Fb’s predominant app.

But when teenagers are nonetheless opening Instagram at excessive charges, that is a win for The Social Community. That would point out a variance between what teenagers suppose is cool and what they really use, which is a crucial consideration for comparable research.

So, what does that imply on your advertising efforts?

Happening the info right here, in case you are seeking to attain teen customers, then Snapchat, TikTok and Instagram are clearly your three go-to’s, however which might be extra helpful will largely come all the way down to experimentation and seeing which helps you achieve traction along with your focus market.

Snapchat is the preferred, however Instagram sees extra utilization, whereas TikTok continues to rise. All current important alternatives, and it’ll largely come all the way down to your model and messaging, and which platform is a greater match, primarily based in your method.

You’ll be able to learn extra from the Piper Sandler ‘Taking Inventory with Teenagers’ survey here