Which social apps must you be utilizing to attach with teen customers?

The staff from Pew Analysis have produced their newest report on teen social media use, primarily based on surveys performed amongst 13 to 17 year-old social media customers between September and October this 12 months.

And far of it’s as you’d anticipate, with YouTube nonetheless the dominant on-line platform of alternative, adopted by TikTok and Snapchat, although the newer traits are price noting in your planning.

First off, Snapchat has simply overtaken Instagram in teen reputation since Pew’s final report (in 2022), whereas Fb has additionally seen a slight resurgence.

Although as famous, YouTube stays the clear chief when it comes to reputation amongst teenagers.

However the particular query right here is vital to notice. For this knowledge level, Pew requested 1,453 teenagers “Do you ever use the next social media apps or websites?” In that context, it’s much less shocking that YouTube is the chief, however that doesn’t account for relative time spent, and the place teenagers are literally participating extra typically.

Which is probably going of extra worth to entrepreneurs:

As you possibly can see, when it comes to relative platform utilization, YouTube stays the chief, although TikTok can also be more and more widespread, and truly noticed extra respondents noting that they ‘virtually always’ use the app.

That factors to the facility that TikTok now holds over youthful audiences, even besting YouTube when it comes to compulsiveness. Nevertheless, when it comes to total utilization, it’s YouTube within the lead, whereas Snapchat and Instagram are effectively forward of Fb as the following hottest possibility.

That is invaluable context, supplementing the highest chart, because it reveals exactly the place teenagers are spending their time. Basically, for those who’re trying to attain teen customers, YouTube is your greatest wager, however TikTok advert Snapchat additionally see excessive utilization, with TikTok even holding extra consideration amongst “at all times on-line” audiences.

By way of gender splits, Pew’s knowledge reveals that teen women are extra seemingly than boys to say they virtually always use TikTok and Snapchat, although there’s much less variance within the shares of girls and boys who report virtually always utilizing YouTube, Instagram, and Fb.

That’s additionally good knowledge to have, highlighting extra particularly the place every viewers is participating and interacting, and the place they’ll greatest be reached.

Pew’s full report additionally seems at ethnicity splits, family earnings variances, regional utilization adjustments, and extra.

And that is an attention-grabbing notice:

“Whereas 68% of teenagers ages 15 to 17 say they use Instagram, this share drops to 45% amongst teenagers ages 13 and 14.”

Instagram’s seemingly much less related to youthful teenagers, which could possibly be problematic for the app transferring ahead.

Additionally this:

“45% of teenagers in households incomes lower than $30,000 a 12 months say they use Fb, in contrast with 27% of these whose annual family earnings is $75,000 or extra.”

Fb is extra widespread amongst poorer communities, as is TikTok, whereas BeReal is extra generally used amongst teenagers in households incomes $75,000 or extra a 12 months.

“Some 16% of teenagers on this class say they use this app, in contrast with about one-in-ten whose annual family earnings falls under $75,000.”

That variance will not be big, and BeReal, generally, has misplaced loads of its sheen after its preliminary hype interval. However it’s attention-grabbing to contemplate why completely different communities and demographic subsets favor one app over the opposite.

Is BeReal extra widespread amongst those that are extra prepared to point out off their life-style? Is Fb extra of a connector amongst low-income communities?

Some attention-grabbing issues, which may issue into your 2024 planning.

You possibly can learn Pew Analysis’s full “Teenagers, Social Media and Expertise” report right here.