Take a stab at guessing Gen Z’s favourite social media app.
Okay, definitely not Facebook – that’s for old people.
Wait, no – TikTok!
Nope, nope… and nope.
According to our What Gen Z Actually Do Online report, Gen Zs fave social media app is actually Instagram – and by a pretty significant margin.
Nine out of ten (89%) Aussie Gen Zs say they use Instagram regularly, while just 60% use TikTok on the reg.
One-third (32%) of Gen Zs said Instagram was their favourite social media app overall, while Snapchat took out second place (20%), and TikTok came in third (18%).
But why Instagram?
It’s an interesting question, given TikTok – which has a meteoric new user growth rate that’s significantly higher than Instagram’s – has already taken over Instagram in the US’s Gen Z demographic.
In fact, the fast-growing platform is projected to hit 2.1 billion users worldwide this year – eclipsing Instagram’s 1 billion.
Perhaps Aussie Gen Zs like the convenience of Instagram’s key features which encompass the selling points of other popular social media apps, such as:
- TikTok videos = Instagram Reels
- Facebook messenger/WhatsApp = Instagram Direct Message
- Snapchat = Instagram Stories
- Youtube = IGTV
So will TikTok (eventually) come out on top? Only time will tell.