Among the demands of running a small business is staying visible and familiar to consumers, and these days, that means keeping up a social media presence. A new report on teen trends in social media use, and how they’re shifting over time, may help businesses choose where to concentrate their efforts.
For its 48th semiannual survey of teenage consumers, finance and research firm Piper Sandler polled more than 13,000 Gen Z social app users. TikTok appears to be the most liked app by Gen Z, according to the report, but Instagram is still No. 1 in usage, even gaining several percentage points since the last survey was conducted.
TikTok came in second for most used social app, and Snapchat third—though the latter appears to be falling in popularity from the previous survey. Teens’ self-reported spending on social media was up 6% year over year, according to the report, which details many areas of teen spending.
Some people may be surprised that Instagram topped TikTok as most used social platform by Gen Z. (Both apps have an approach to e-commerce that would benefit small businesses.) Meanwhile, Pinterest appears to be generating more interest—with usage up 6% from the previous year. Facebook use by teens also (surprisingly?) rose, a slight 2%. Twitter usage, as a surprise to no one, has declined.
To reach holiday shoppers, many small businesses may be planning to focus their efforts on Instagram and TikTok, perhaps Facebook. But this report makes the case for looking into Pinterest’s growing tools for e-commerce, as well as its paid options for driving new customers to your brand.
(Image via Piper Sandler)
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