YPulse: Instagram remains the favorite social platform for Gen Z and millennials

With TikTok dominating the social media industry, it’s easy to forget that Gen Z and Millennials are still splitting their time between other apps. But data shows they’re looking for something different from their favorite platforms, which means longtime favorites like Instagram still have a big role to play.

Keeping Instagram top of mind is important, especially since, according to Gen Z and Millennials, it’s the platform they want to see branded content on the most.

The data paints a clear picture of Instagram usage among young people and explains how brands can leverage this social media pillar when connecting with these consumers. As the second most used platform among Gen Z and Millennials, here’s how Instagram currently attracts each generation:

Both generations saw an increase in Instagram usage this year

The latest social media monitoring shows that Instagram usage has increased by 6% and 12% among Gen Z and Millennials respectively since November 2022. Whether this is related to the TikTok ban or just a resurgence of interest, these people are still using this OG favorite platform. After Gen Z peaked in early 2021, with nearly 3/4 of them using the platform, Instagram's share of young social media users slowly declined to 60% of Gen Z. But from November 2022 to April of this year, Instagram usage is returning, with 43% of Gen Z and 52% of Millennials using the app every day.

Brands should take advantage of Instagram’s most used features, but know what to post (and where)

Besides Gen Z’s love of posting photos and witty captions every month, Instagram has a few features that are clearly the favorites of Gen Z and Millennials. If brands want to connect on the platform, they need to know exactly how to take advantage of these features:

Instagram Stories, Reels, and Filters

Both Gen Z and Millennials are most likely to use Instagram’s Stories, Reels, and filters, with Millennials preferring video content and slightly more filters; Gen Z tends to like these features on TikTok. But just as 84% ​​of young consumers say they go to different social media platforms for different content, this also applies to the content they post themselves.

What young people are posting and how brands can follow their lead

They even have their own preferred style on Instagram: Earlier this year, Gen Z was in the midst of the “weird girl era,” where they uploaded blurry photos and seemingly unedited moments taken randomly last week or month.

The latest Experience Report data also found that when it comes to sharing experiences, Gen Z and Millennials post on Instagram about places they’ve been and events they’ve attended. Three-quarters of young social media users agree: “Seeing my friends post about cool things they’re doing online makes me want to be with them.”

Finally, what about threads?

How did Threads become so popular among Gen Z and millennials? According to statistics, 37% of young people use Twitter and 67% use Instagram. So if most Instagram users create a Threads account, it could be a huge success if it keeps up this momentum.