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Instagram is Still a Gen Z and Millennial Favorite—Here’s How They Use It

Our data tracks how many young people use Instagram, and shows the platform is primed for brands to interact with Gen Z…

Written and Edited by the YPulse Editorial Team

Jul 26 2023
North America

KEY TAKEAWAYS

Instagram usage is up for both Gen Z and Millennials this year, proving its staying power even in the age of TikTok
They’re using features like Stories, Reels, and filters the most—and they’re posting different content than they do elsewhere
And, high Instagram usership could mean good things for Meta’s new platform Threads’ future

With TikTok dominating the social media space, it’s easy to forget that Gen Z and Millennials are still delegating their time between other apps. But YPulse data shows they’re looking for something different from each of their favorite platforms—meaning that longstanding faves like Instagram still very much have their role to fulfill. Our bi-annual Social Media Monitor reports show how many 13-39-year-olds are using each platform, and the differences in why they use them. Overall, Instagram is young consumers’ second most used social media platform and the second they claim as their favorite (behind TikTok), but our data also shows...