Gen Z’s top social platforms going into 2024

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YPulse has said before that Gen Z and Millennials’ love for one platform does not negate their affinity for others. As we even see them spreading out their video consumption, making platforms appear less used, it’s more important than ever to understand which platforms have the attention of different young age groups right now. Compared to a year or two years ago, young people’s social platform preferences have changed. Long time favorite platforms like YouTube and now TikTok are staying on top, while Pinterest spikes with teens and OGs like Facebook and Twitter / X are sinking for young adults. Going into 2024, brands need to know using only TikTok or Instagram will not be enough to connect with all young consumers. ?

Data from our The TikTok Effect trend report shows that young people are looking for different kinds of content on the different platforms they use most, so brands looking to target them should consider one piece of content may not fit all platforms. YPulse has said young people have a range of reasons why they visit each platform; for example, the main reason they visit TikTok, Snapchat, and Facebook is for entertainment, while brand content ranks highest on reasons to visit Instagram, TikTok, Snapchat, and YouTube are top platforms for a mood boost and Pinterest serves as a versatile hub for inspiration. ?

With different demographics leading each platform, brands need to tailor their content not only to a platform’s purpose to young users, but also the exact age group using it most. To get a good look at where each platform stands amongst various age groups as 2023 comes to an end, we’re using YPulse’s Social Media Monitor reports to compare social media usage for teens, young adults, and Millennials on their top seven social apps since 2021:?

Teens are using YouTube, TikTok, and Snapchat the most?

For 13-17-year-olds, YouTube and TikTok are currently tied for their most used social platform, both securing a usage rate of over seven in 10. Even though TikTok has managed to continue growing its teen user base, this data clearly shows YouTube is not to be forgotten about—especially with how many teens use it daily. But beyond their clear affinity for the creators on these two platforms, YPulse’s The Attention Economy trend report shows teens also find video content the easiest to pay attention to. And with Instagram use waning, we can expect these two to maintain their position in 2024.?

Meanwhile, Snapchat functions as a main messaging platform for teens and is used by nearly six in 10?right now. Millennials may have been the first users of Snapchat, being the young audience when it launched in 2013, but the platform maintained a teen focus, meaning Gen Z has become the core of their user base. Snapchat has managed to maintained its relevance with stories, bitmojis, and ever-popular selfie filters, while both Facebook and Twitter / X lose Gen Z and Millennial users the younger they get. ?

Young adults are using TikTok more than any other platform?

In a notable shift since 2021, 18-24-year-olds have embraced TikTok as their top social platform, surpassing YouTube. Almost three quarters of young adults now use TikTok, though YouTube remains strong at just under seven in 10. Plus, Pinterest has seen a surge in popularity this year, capturing the interest of nearly a third of this age group—which is having a clear impact on not only its overall user numbers, but even year over year profit. ?

Surprisingly, Twitter / X also claims a significant portion of this demo as users, with three in 10 currently—making young adults the most likely to use it compared to teens and Millennials. However, this number is dwindling from previous years, and YPulse data shows whether they’re Twitter / X users or not, 18-24-year-olds were the most likely to have a negative reaction to the rebrand compared to teens and Millennials. ?

Millennials still favor Facebook more than any other social platform, but their TikTok usage is spiking?

There’s no doubt that Millennials are the Facebook lovers here and few other platforms can compete with it for 25-39-year-olds. However, our most recent data reveals a rising trend in TikTok adoption, with over half of 25-39-year-olds now actively using the platform—marking a significant increase from less than a third in 2021. This indicates a diversifying social media landscape among Millennials despite headlines saying they’re?“outgrowing a constant need to be plugged in.” Though some might be feeling the current era of social media is not one they signed up for when they made accounts a decade ago, this cohort is far from done with exploring new platforms. And this only further?emphasizes the importance of a multi-platform strategy for all young consumers—even if their use appears clear cut at first, it is constantly changing.

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Golf is bringing in Gen Z with updated streetwear inspired fashion looks.

No, golf is not just for dudes entering their thirties—Gen Z is getting into the sport now, too. For a sport that is steeped in tradition, “names like Top Golf and Five Iron Golf have made the game more fun and accessible for casual players who want to play alongside friends and other beginners.” New golf wear brands are emerging to attract young players with fashion intended to “break the sport’s bland, and often stuffy” looks. Pros like Paris Hilinski has been seen “wearing luxury labels like Off-White and Louis Vuitton on her Instagram” and Collin Morikawa, who is also profiled in Netflix’s new golf documentary Full Swing, is working with Adidas on golf wear that Gen Z might consider to be cool on and off the course. YPulse told you how preppy sports fashion is trending, and our research shows that athletic wear in general is a top fashion trend among young consumers. (Hypebeast)?