Social Ranking: How Millennials & Teens Really Feel About The Platforms They Use

This week we're counting down our five most popular articles of 2016 so far, and giving all our readers access to one each day. Here is the 3rd most clicked, originally published Jan 4, 2016.  Enjoy!

What do 13-33-year-olds really think of Facebook, YouTube, Instagram, and the other sites they're spending the most time on?

Our most clicked article of 2015 was Millennials & Teens Sound Off: Their Top 10 Favorite Apps. It makes sense—brands are now understanding that if they want to reach young consumers, they need to tailor marketing for the media and entertainment they’re spending the most time consuming, and knowing which they love the most is a huge advantage. In that article, we reported that Instagram was at the top of their top ten favorite app list, beating out Facebook, Snapchat, Twitter, Tumblr, YouTube, and more.

But they’re using multiple platforms for multiple purposes, so in one of our most recent surveys of young consumers, we took our exploration of their social media preferences to a new level. Which social platform do Millennials and teens think is the most fun? The most boring? The most addictive? We got 1000 13-33-year-olds to sound off on the social media that they use, and got the real scoop on how they rank the apps and sites they're hooked on. 

We had young consumers look at a list of positive and negative descriptors, and asked them to choose the social media app that they felt is best described by each. The result is a snapshot of their range of feelings on these platforms. Here’s an overall look at which apps were most likely to be chosen for each descriptor, for 13-33-year-olds overall:  

Facebook's ubiquitousness for young consumers is clear here. They see the site as the most popular, addictive, authentic, boring, and annoying all at once. FB's wide range of functions are a factor: because so many things are done on the platform (photos, status, news sharing, etc.) it can play more than one role in users' lives, and evoke many different feelings. 

Arguably, YouTube performed the best in the positive attribute list, ranking the highest for the most descriptors, and not coming in the top three position for any of the negative list. Interestingly, Twitter has a bit of the opposite problem, coming up as the second most annoying and most mean platform overall, and not ranking in the top three for any of the positive attributes. In our social media use tracker, we have seen Twitter use plateau amongst young consumers, while visually-driven Instagram (which ranked as one of the most popular, addictive, and creative) has seen use steadily climb. 

Of course, we've talked before about the difference between older Millennial and teen social media users, and a look at the rankings according to age presents some interesting differences. Here is a comparison of the top picked app for each descriptor among 13-17-year-olds and 18-33-year-olds: 

For 13-17-year-olds, Facebook ranked as the most authentic platform, but did not rise to the top for any other positive descriptors. This indicates a weakness in Facebook's perception among its youngest users: it's not standing out from the crowd. These are consumers who are more accustomed to specialized social media, apps and sites that have taken just one Facebook's many features and made it a focus. The competition is possibly drowning out the originator. For teens, YouTube is clearly the most highly regarded site, coming up as the most addictive, creative, fun, and innovative. 

Facebook's difficulties with young users is also clear when we look at the age comparison for the negative descriptors: 

Here, Facebook is the most annoying and ties as most boring for teens. While Twitter takes those dubious honors among 18-33-year-olds. 

Those who read our first paragraph might be wondering why Instagram, which ranked as Millennials and teens' favorite app, is also the one they see as the most fake. We explored this dichotomy in our most recent Ypulse Quarterly: while young consumers have perfected the art of looking perfect on social, and the platforms have become an integral part of their lives, there is an awareness of the dangers of social media illusion. In addition, while they believe they personally are conveying their true selves on social media, they perceive others' posts as less authentic. 

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The Newsfeed

Quote of the Day: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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