For Gen Zs, TikTok recently gets all the hype but Instagram takes the crown on so many fronts.
When we asked which social media apps they use regularly, Instagram came at #1 at 89%. Next in line were YouTube (76%), Snapchat (75%), TikTok (60%) and Facebook (56%) our What Gen Z Actually Do Online report found.
And if they had to pick their one favourite social media app, Instagram also came at #1 (32%).
What started as a photo-sharing platform over a decade ago, Instagram has evolved to much more with over a billion users around the world today. The platform has completely influenced how young people connect with others, how they consume news and stories, shop, travel, eat and even experience the real world – “do it for the Gram”.
What’s keeping Instagram at the top for Gen Z? Here are four big reasons.
1. It allows for artistic self-expression.
“Apps such as Youtube, Instagram & TikTok also serve as a creative outlet for young people allowing them to broadcast their music, art, photography and videography,” a 17-year-old female from Tasmania said.
2. It’s where they get engaging, educational information.
Their age is particularly a time of self-discovery and heightened emotions, and Instagram is a free and easy way to consume bite-sized life advice.
“I follow many great Instagram/YouTube accounts that have educated and supported me in my growth as a young adult — from world issues to mental health to sexual health, these online platforms are where I have learnt most over the past few years,” an 18-year-old female from NSW said.
3. It’s giving a voice to the activist generation.
In an unsettling world with information at their fingertips, passionate young people are stepping up to inform their communities about world issues.
“We’re allowed to create a platform for our voices and become activists in our own ways through spreading information about things happening around the world and we can even organise events like climate protests happening across the globe,” a 16-year-old male from NSW said.
4. It connects brands to buyers.
That’s right. Young people enjoy engaging with businesses online. Guess which app they follow businesses on most? Instagram (76%). At a distant second, Facebook (42%) then Tiktok (28%) and YouTube (26%).
Here, their opinions are being heard from others of importance, a 16-year-old male from Queensland said: “People like when a big brand or even verified Instagram account replies to their comment or even likes it.”
When we asked them where they like to receive ads online – again – Instagram came at #1 (45%), which is almost twice as much as Facebook (25%) that’s in second place and YouTube (23%).
“As much as people hate them, targeted advertising works! I have a lot that I’ve bought and have on my wish list from targeted Facebook and Instagram ads,” a 16-year-old female from Victoria said.