How Does Instagram and YouTube Stack Up to TikTok for Gen Z?

Welcome to our weekly teen and young adult newsletter powered by YPulse AI and The Newsfeed. Never miss a beat on what young people are up to.

I read YPulse every day. It's how I keep up with the audience.

Kaley Mullin | Youth and Trends Insights Lead, YouTube

?? Free Article: Where Will Gen Z Go if TikTok is Banned?

TikTok may be safe (for now), but with so many new questions surrounding ownership, politics, and of course the algorithm, we could be doing this all over again soon. Read our exclusive research on where Gen Z will go if TikTok is banned.

For daily insights and research on teens and young adults, become a Daily Intelligence subscriber today.

?? Ask YPulse

Every week YPulse AI answers one reader-submitted question. If you'd like to submit a question, leave it in the comments of this post. This week a reader asks:

What specific features of Instagram and YouTube do Gen Z users find appealing compared to TikTok?

Instagram's Visual and Interactive Features Appeal to Gen Z: Gen Z users find Instagram appealing due to its strong visual and interactive features. Instagram's Stories and Reels offer a dynamic way for users to engage with content, allowing for creativity and personal expression. The platform's focus on high-quality images and videos, along with interactive elements like polls and questions in Stories, enhances user engagement and keeps the content fresh and appealing to young audiences.

YouTube's Long-Form Content and Educational Value Attracts Gen Z: YouTube is favored by Gen Z for its long-form content and educational value. The platform provides a vast array of content types, from tutorials and educational videos to entertainment and vlogs, catering to diverse interests. Gen Z appreciates the depth and variety of content available on YouTube, which allows them to explore topics in detail and learn new skills, making it a valuable resource for both entertainment and education.

Comparison with TikTok: While TikTok is known for its short-form, viral content, Instagram and YouTube offer features that cater to different aspects of Gen Z's preferences. Instagram's emphasis on visual storytelling and interactive features provides a more curated and personal experience, while YouTube's extensive library of long-form content offers depth and educational opportunities. These platforms complement TikTok by providing alternative content experiences that appeal to Gen Z's diverse interests and needs.

This question was asked on January 22, 2025 using YPulse Pro AI model.

YPulse really has their collective finger on the pulse and most everything they study has broader relevance outside their Gen Z target demographic.

Stacy Thal | Senior Brand and Creative Consultant, True North Branding

?? The Newsfeed

Each week we share the most clicked posts from our expert-curated Newsfeed.

01 | Walmart made its first visual brand refresh in over a decade.?

The retail giant is always catching younger gens’ attention (remember the Walmart Birkin?) and the new makeover is a clear effort to stay in sync with their digital-first trends. This marks Walmart’s first major refresh since 2008, signaling a shift to solidify its position as an “omnichannel retailer” rather than just a brick-and-mortar store, as the retail industry has been totally transformed by tech over the past two decades. The 2025 brand update introduces more vibrant hues of blue and yellow, a renewed focus on the iconic sunburst “spark” logo, and a sleek, modern font. (Marketing Dive)??

?? YPulse data:?67% of 13-39-year-olds shop for clothing, beauty products, and home goods at mass merchandise retailers?

02 | At just 14-years-old, Avery Colbert started a viral social media movement to help teen victims of the L.A. wildfires.

Dedicated to highlighting the most-needed items for young girls in L.A., the bio of @altadenagirls states she aims to help them “restore normalcy.” Since its creation just a few days ago, the account has gained over 20K followers—in part thanks to the attention of celebrities like Charli XCX and Paris Hilton, who reposted it to their millions of followers within 24 hours of its launch—and donations have been pouring in at an impressive rate. Colbert, with support from her parents, updates the account daily to spotlight the most essential items needed for teens in the area. Major brands like SKIMS and Huda Beauty have already reached out to offer donations, aligning with her mission to provide new, rather than used, items to those in need. (TIME)??

???YPulse data:?16% of 13-39-year-olds have donated to an organization they saw on social media?

03 | Gatcha arcade combines claw games with luxury prizes—and kidults are determined to win.?

Located in New York City, Gatcha offers the chance to win items like Hermes bags, Chanel wallets, and AirPods Max all from a simple claw game. It’s not as cheap as a typical claw game though, at $50 for a single attempt. But while this might deter some, many are walking in eager to take the chance for the luxury rewards. The owner of the arcade reports that around 80% of patrons are over 14-years-old. Reliving the nostalgia of their childhood arcade days clearly works to get young people willing to drop hundreds of dollars in hopes of claiming one of the high-end prizes. (New York Post)??

???YPulse data:?72% of 13-39-year-olds agree, “Luxury brands should make some affordable items so more people could own them”?

04 | The cast of Severance?acted live in a pop-up marketing stunt to build excitement for season two.?

On January 14, they recreated the office from the show inside a glass box at Grand Central Station, where the actual main cast members acted like they were at work. Adam Scott, Britt Lower, and Patricia Arquette were all part of the event, and a photo of Adam Scott shared by director Ben Stiller quickly went viral, gathering over 5M views. TikToks showing fans watching the cast as they pretended to work in their cubicles, plus firsthand POVs of those who went are also going viral. The act went on for about an hour, and it was clear from social media that the unique IRL marketing successfully generated buzz for the new season, which premieres later this week. (TheWrap)????

???YPulse data:?83% of 13-39-year-olds agree, "Brands should interact more with their consumers through experiences"?

05 | Chili’s has tons of Gen Z fans thanks to its social media presence and knack for staying on top of trends.

A big thanks is owed to Chili’s 25-year-old social media manager Jack Hailey, who has been instrumental in getting the brand noticed by younger gens. The company’s account on X has been particularly successful, with viral posts like “brb taking ur mom to Chili’s” racking up nearly 9K likes and 2K reposts. (Even though that doesn’t seem like much, sharing has gone beyond the platform as screenshots circulate on others.) Chili’s accounts are also known for engaging directly with users—sometimes even without being tagged—and responding to mentions like a regular person. One user wrote “craving a chili’s yapping sesh,” and they responded with, “listen to your heart bestie.” (They’re clearly keeping up with Gen Z slang!) But beyond their social media buzz, Chili’s is drawing young people in with deals like?their infamous?Triple Dipper—proving that their strategy is actually a winning combination of online presence and in-store value. (Business Insider)??

???YPulse data:?67% of 13-39-year-olds agree, “It's funny when brand accounts on social media act like people”?