Why choose TikTok over Snapchat

Study: TikTok and Snapchat are more popular with teenagers than Instagram

Instagram has at least as many users as TikTok and Snapchat combined and is considered a Mecca for brands in influencer marketing, for example. But a recent US study suggests that teenagers in the United States are now choosing the TikTok and Snapchat platforms over Instagram. According to this, only 25 percent of the 9,800 young people surveyed chose Instagram as their “top social media platform”.

Signs of a changing of the guard? Usage data speak against it

The study by the research company Piper Sandler examined the usage behavior of numerous adolescents in the USA. Particularly noticeable in the results: 34 percent named Snapchat as their favorite social media platform. The platform even ended up ahead of the TikTok trend app, for which 29 percent voted. Instagram came in third with 25 percent. The surveyed group chose Amazon as their favorite shopping website with 54 percent and by far, ahead of SHEIN and Nike with five percent each.

Whether this study makes a statement about the fact that Instagram's popularity is permanently declining compared to Snapchat and TikTok remains questionable. After all, CNBC reports concrete usage data for the platforms; and here Instagram is ahead of Snapchat (80 percent) and TikTok (69 percent) with 84 percent engagement. Nevertheless, the study should be a pointer to the future of the social media landscape, at least in the USA. Here it is being followed with particular interest whether TikTok will continue to exist in the USA at all. On November 4th, one day after the US elections, the future of the app in the United States will be decided in court.

While TikTok is also extremely popular in Germany, Snapchat can also have high user numbers in this country. However, both TikTok and Instagram have a higher priority for many agencies and creators.

How do I control influencer marketing? Which systems do I use? This whitepaper explains how you can design your influencer marketing individually, transparently and scalably by using innovative technologies.

Download it for free now