Adam Mosseri speaks on stage at WIRED25 Summit 2019 – Day One at the Commonwealth Club on November 08, 2019 in San Francisco, California.
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The use of TikTok among American youth on the Instagram account is increasing, according to survey results published by Forrester.
This year, 63% of Americans ages 12-17 used TikTok on a weekly basis, compared to 57% on Instagram, Forrester wrote in a blog post Thursday, citing data from a survey by the research firm. In 2020, Instagram topped that demographic, with 61% of kids on the platform, while TikTok had 50%.
Instagram’s recent struggles have been widely reported recently, starting with a series in the Wall Street Journal, based on internal research from parent company Facebook, now known as Meta, that was released by the whistleblower. The research showed that in an effort to keep users on the app, Facebook ignored its own data showing the harmful effects of Instagram, particularly on young girls.
Facebook announced last month that it would change its services, including Instagram, to better appeal to consumers between the ages of 18 and 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 full-screen videos a central focus for both Facebook and Instagram next year. The company launched Reels in 2020 as a direct response to TikTok, whose full-screen video feed format has since been copied by Snap, YouTube, Reddit and other social media services.
“We’ve heard from Gen Z guys that they find TikTok more entertaining and positive compared to other social media platforms,” Forrester analyst Mike Proulx said in an email. “The community of creators is one of its strongest features. While TikTok’s features and functionality can be improved through competition, a sense of community belonging is the secret sauce that cannot simply be copied and pasted into another social media platform, no matter how much money the competition “incentivizes” the creators. .
However, TikTok is not the best social media app among American Generation Z. That distinction belongs to Google’s YouTube, which 72% of American teens used weekly in 2021, up from 69% in 2020, according to Forrester. Weekly 54% of US Gen Z users are using Snapchat, which is flat compared to 2020.
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