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EMARKETER

Gen Z Social Media Preferences

TikTok and Instagram Are in a Battle Over Stories, DMs, and Video

Report by Minda Smiley  |  Jan 8, 2024
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Report
Crosstabs
Executive Summary
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Table of Contents
Executive Summary
Instagram and TikTok are standouts among Gen Z
Gen Z prefers Instagram over TikTok for DMs
Instagram still dominates Stories
YouTube and TikTok are winning long video
Gen Z chooses TikTok over Instagram for livestreams
TikTok is Gen Z’s undisputed go-to for short-form video
Methodology
Sources
Media Gallery
About This Report
Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.
Topics
Generation Z
Social Media Usage
United States
Table of Contents
Executive Summary
Instagram and TikTok are standouts among Gen Z
Gen Z prefers Instagram over TikTok for DMs
Instagram still dominates Stories
YouTube and TikTok are winning long video
Gen Z chooses TikTok over Instagram for livestreams
TikTok is Gen Z’s undisputed go-to for short-form video
Methodology
Sources
Media Gallery

Instagram and TikTok are two of the most popular social platforms among Gen Z, though how they use each app varies. Our inaugural survey of 1,005 US teens and adults ages 15 to 26 shows how these platforms, along with Facebook, Snapchat, YouTube, and Twitch, stack up when it comes to social activities like viewing Stories, sending direct messages, and watching long videos.

Key Question: For which social activities do Gen Zers prefer Instagram over TikTok—and vice versa?

TikTok vs. Instagram: Top 5 Areas Where Gen Z Has Strongest Preferences
E-Mail ChartDownload

Key Stat: Gen Z largely prefers Instagram for sending direct messages and watching Stories, while TikTok has an edge when it comes to livestreaming, short videos, and long videos.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Instagram and TikTok are standouts among Gen Z
  3. Gen Z prefers Instagram over TikTok for DMs
  4. Instagram still dominates Stories
  1. YouTube and TikTok are winning long video
  2. Gen Z chooses TikTok over Instagram for livestreams
  3. TikTok is Gen Z’s undisputed go-to for short-form video
  4. Methodology
  1. Sources
  2. Media Gallery

Charts in This Report

TikTok vs. Instagram: Top 5 Areas Where Gen Z Has Strongest PreferencesGen Z Prefers Instagram for DMs
Instagram Is Gen Z's Go-To for StoriesGen Z Largely Prefers YouTube for Long Videos, but TikTok Comes Second
Gaming Is the Most Popular Type of Livestream Among Gen ZYouTube Is Gen Z's Top Livestreaming Platform, but TikTok Is a Close Second
TikTok Is Gen Z's No. 1 Platform for Short Videos

authors

Minda Smiley

Contributors

Jasmine Enberg
Principal Analyst
Na Li
Director, Primary Research
Jennifer Pearson
VP, Research
Max Willens
Senior Analyst
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