TikTok usage has been increasing exponentially among American youths, surpassing even Instagram – according to a Forrester survey.
63% of Americans aged between 12 to 17 years of age used TikTok weekly, in comparison to Instagram’s numbers of 57% – this is in stark contrast to the 2020 findings when 61% of youths were on Instagram while TikTok only had 50%.
TikTok the most effective competitor
Instagram has seen their struggles recently widely reported, based on internal research from Meta (otherwise known previously as Facebook) released by a whistleblower – showing that Facebook had apparently disregarded their own data about the harmful effects of Instagram on young girls.
Facebook CEO Mark Zuckerberg noted that TikTok had emerged as one of their competitors at the moment, calling them one of the “most effective” that they have ever faced.
The company announced last month that they would change their services to improve on their appeal to consumers aged between 18 to 29 years of age.
Gen Z finds TikTok “funnier”
Facebook launched Reels in 2020 as their answer to TikTok’s full-screen video format, which has seen emulation from media services such as YouTube, Reddit, and Snap.
Mark Zuckerberg said that they will be making Reels a central focus of their Facebook and Instagram platforms in the year ahead.
A Forrester Analyst, Mike Proulx, said that they heard from the Gen Zs that they find TikTok to be a funnier platform with better positivity as compared to other social media platforms, with one of its strongest differentiation being the creator community.
Sense of community
Mike Proulx said that although TikTok’s features can be copied by others, the “sense of community” cannot be simply “copy and pasted” into other social media platforms, no matter how much money they throw at the creators.
However, the title of top social media app among the Gen Zs goes to YouTube, with 72% of American youths using the app as compared to 69% in the previous year – apps like Snapchat remain at 54% usage.
In other related news, Britney Spears spoke to her fans about her infamous conservatorship via the faltering Instagram app.