New Survey Underlines TikTok’s Reputation with Teen Customers

In case you wanted a reminder, TikTok may be very well-liked amongst teen customers.

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

As you may see on this chart (through Marketing Charts), Snapchat additionally stays comparatively well-liked with teen customers, although it has misplaced some floor, as TikTok has gained, whereas Instagram has dropped considerably since its peak in 2019.

After all, that is nothing new – Meta itself has conducted internal reports which present that it’s dropping 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 tough to say, but it surely appears to consider that creating extra alternative for creators, and attractive extra web stars throughout to its apps, might be a key option to lure extra kids again to its platforms.

However I’m unsure that’s going to work out, whereas Reels, which has develop into increasingly popular on IG and Facebook, can be not fairly nearly as good as TikTok is at retaining consumer consideration.

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

Meta additionally wants kids 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 laborious 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 following stage.

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

It is a key pattern to notice, each for speedy advertising and marketing, in reaching younger audiences, and longer-term shifts.

You’ll be able to learn Piper Sandler’s full ‘Taking Inventory with Teenagers’ report for Fall 2022 here.