New Survey Underlines TikTok’s Reputation with Teen Customers


In case you wanted a reminder, TikTok could be very standard amongst teen customers.

Based on the newest survey knowledge from Piper Sandler, which contains responses from over 14,500 US teenagers, TikTok is their main social app of selection, dwarfing Instagram, Fb and Twitter, which all proceed to say no in teen desire.

As you possibly can see on this chart (by way of Marketing Charts), Snapchat additionally stays comparatively standard with teen customers, although it has misplaced some floor, as TikTok has gained, whereas Instagram has dropped considerably since its peak in 2019.

In fact, that is nothing new – Meta itself has conducted internal reports which present that it’s shedding floor with youthful audiences, a component that it’s made a excessive precedence to handle shifting ahead.

How, precisely, Meta plans to halt that decline is difficult to say, however it appears to imagine that creating extra alternative for creators, and engaging extra web stars throughout to its apps, may very well be a key technique to lure extra children again to its platforms.

However I’m undecided that’s going to work out, whereas Reels, which has turn out to be increasingly popular on IG and Facebook, can be not fairly pretty much as good as TikTok is at retaining person consideration.

But, Meta wants younger customers to stay related. It is aware of in addition to anybody that it was initially in a position to usurp MySpace because the main social media platform as a result of it received over youthful customers, which sparked a mass migration to its app.

Meta additionally wants children to be engaged for its broader metaverse push – as a result of in the event that they don’t assume the metaverse is cool, it’s onerous to think about anybody else goes to both. It’s additionally these youthful customers who already spend their time interacting in metaverse-like areas, like Roblox and Fortnite, which is essential to defining the subsequent stage.

Meta wants them, however proper now, based mostly on charts like this, it more and more looks like children don’t want Meta.

This can be a key pattern to notice, each for fast advertising and marketing, in reaching younger audiences, and longer-term shifts.

You may learn Piper Sandler’s full ‘Taking Inventory with Teenagers’ report for Fall 2022 here.

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