What? Another article on TikTok? Hey yes ... But, we must admit that the success of this social network deserves to be underlined, when in three years it has managed to establish itself as the application most used by generation Z. If the 'we look at the last figures of Forrester Research , TikTok therefore seems to be the number one choice for teenagers with in the United States a growth of 13 points this year, against a decline of 4 points for Instagram.
The results are pretty clear. 63% of 12-17 year old Americans say they use TikTok every weekgroin, up from 50% last year. Direct competitor Instagram is down to 57% in 2021, down from 61% in 2020. The social network is growing in popularity with younger people and Facebook has cause for concern.
Now called Meta, the Social Network has sensed the threat posed by TikTok. He first tried to buy it back, then copy it with his Reels on Instagram from 2019. But, this little update has not slowed down the Chinese application despite geopolitical tensions and bans, as in India.
Concretely, Facebook is lagging behind and its Instagram application, although very popular, is lagging behind in the eyes of young audiences. Generation Z prefers TikTok, which is considered more fun, funnier and overall more positive than Insta.
But let's not forget YouTube!
We sometimes tend to focus on appsications. However, there is also video streaming to which it all succeeds. Indeed, YouTube remains the most used application by Gen Z in the United States with 72% weekly users, according to Forrester Research.
With TikTok on one side and YouTube on the other, we can safely assume that it is above all the video that scores points with young audiences. With this population, Facebook and Instagram are retreating despite their efforts and seem to have lost their "cool factor", analysts say.
From now on, the question is whether the Metaverse will manage to reverse the trend by seducing a target that is already looking elsewhere!