Instagram tops as most used app for teens, but TikTok leads in entertainment

Instagram remains the most popular social app among teenagers, although TikTok is the preferred platform for entertainment, according to the latest research by Piper Sandler, which tracks teen trends and how they evolve over time.

The annual survey, which included more than 13,000 US teenagers, revealed that Netflix slightly outranks YouTube for daily video consumption. However, TikTok emerged as the most-liked social app, surpassing Instagram.

Despite TikTok’s entertainment dominance, Instagram continues to lead in overall usage, gaining seven percentage points since the last survey. TikTok follows closely in second place, up five percentage points, with Snapchat trailing behind, having lost three percentage points.

This comes as no surprise, as younger audiences have long gravitated towards these apps, though Snapchat’s decline is notable in the latest findings.

Other platforms are seeing shifts as well. Pinterest has garnered increased interest, rising by six percentage points, while Facebook has experienced a slight resurgence, up by two percentage points. The platform formerly known as Twitter, now X, saw a two-point decline in usage among teens.

Instagram’s sustained popularity could be attributed to users' social networks and established connections within the app. Meta’s pivot towards AI-recommended content, which has received mixed feedback, may also be contributing to more time spent on the platform. Just last week, Meta reported that 40 million young adults in the US and Canada are using Facebook daily, marking the highest level in over three years.

From a strategic perspective, these insights may not significantly alter targeting strategies for younger audiences, as the major platforms remain central. However, Pinterest’s growing appeal and Facebook’s improved AI-driven ads could offer new avenues for reaching younger users.

Nevertheless, Instagram and TikTok remain the dominant platforms for teens, with Snapchat still retaining its relevance within this demographic.