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 that Millennials are gaining more of an affinity for the platform as time goes on. We also know exactly what kind of content these gens go to Instagram for, what kind they post there themselves, and which features of the app they use most (spoiler alert: stories are super popular). It’s important to keep this platform as the top-of-mind especially because according to Gen Z and Millennials, Instagram is...
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