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

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

TL;DR

  • 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...

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