Why Gen Z prefers TikTok to Instagram?

Did TikTok win the battle against Instagram? In any case, this is indicated by a new study which focused more specifically on Generation Z. Coveted by all platforms, the young generation obviously takes the Chinese social network to heart. But what are the reasons for this craze?

For its study, the research firm Forrester carried out a survey of 4,602 participants, aged 12 to 17, between August and September 2021 in the United States. The study analyzed the weekly consumption of three social networks, TikTok, Snapchat and Instagram, among Generation Z.

After two years of phenomenal success, it’s no surprise that TikTok dominates the rankings. The Chinese social network is used by 63% of 12-17 year olds in the United States. He even offers himself the luxury of gaining 13 points in a year (50% of 12-17 people used Tiktok in 2020).

For Instagram, the results are not that positive. The Meta group’s social network has lost four points in one year, going from 61% in 2020 to 57% currently. Alone, Snapchat keeps the same results, stagnating at 54%.

Why does “Gen Z” love TikTok so much?

If TikTok has imposed itself in the United States among the youngest, Forrester’s study questioned the reasons for this success: “we asked parents to have a discussion with their children aged 12 to 17. years on what they like more precisely at TikTok than on other social media choices, ”explained the study.

Young users said they enjoyed TikTok more than other platforms for its “fun” and entertaining side. For participants, the Chinese social network “has more fun videos.”

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If this entertaining side is cited as one of the three reasons given by 12-17 year olds, the platform’s format is also highlighted. With short videos and an endless offer that keeps them engaged on the social network, younger people are using TikTok as a way to pass the time.

Participants also highlighted the positive side conveyed on TikTok which allows them to express themselves freely. Some of them still indicated that they were motivated by the possibility of becoming famous. Many internet users have seen their video go viral and picked up around the world.

YouTube is still there

If TikTok has overtaken Instagram, the Chinese social network is not the favorite social network of generation Z, all platforms combined. YouTube remains the most visited platform on a weekly basis, the Forrester study said. 72% of 12-17 year olds say they use the streaming video platform every week. That’s three points more than in 2020.

Despite everything, if TikTok wins the prize among young users, the social network is the least appreciated among parents, according to another study by Kaspersky.

Sabrina ALILI in Relaxnews


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