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The outcomes of Forrester’s Youth Survey, 2023, are in. This annual survey examines shopper and on-line behaviors of US teenagers 12–17 years previous.
Weekly TikTok Utilization Peaked In 2022 But Positioned First With US Teenagers In 2023
Two years in the past, we reported that weekly utilization of TikTok had surpassed Instagram amongst US teenagers — with 63% utilizing TikTok and 57% utilizing Instagram (at the very least weekly) in 2021. Though that development continued into 2023, TikTok weekly utilization barely dipped from 2022 (69%) to 2023 (68%) whereas Instagram weekly utilization grew near its pre-pandemic ranges of 63%.
However regardless of TikTok’s 1-point dip, it managed to (for the primary time) surpass weekly utilization of (core) YouTube, which dropped 3 factors, 12 months over 12 months, to 66% amongst US teenagers. This makes TikTok probably the most used “social media” platform by US teenagers in 2023 — topping BeReal, Fb, Instagram, Lemon8, Snapchat, and (now) YouTube.
In Quick-Kind Video, TikTok Nonetheless Reigns Supreme Whereas Reels Beneficial properties Steam
12 months over 12 months, Instagram Reels noticed an 11-point enhance: Almost a 3rd (30%) of US teenagers now use Reels at the very least weekly. Half that quantity (15%) use YouTube Shorts, which noticed a 6-point year-over-year enhance in weekly utilization. Nonetheless, each of those short-form video platforms have an extended technique to go to chop into TikTok’s dominating market share. However there’s one caveat …
In contrast to TikTok, which launched as a singular short-form video app, Instagram Reels and YouTube Shorts are basically options and codecs of their bigger anchor apps (Instagram and YouTube, respectively). By more and more mixing into their app’s UIs, customers will decreasingly distinguish Reels from Instagram and Shorts from YouTube. This implies TikTok isn’t competing with Reels and Shorts. As a substitute, TikTok is admittedly competing in opposition to Instagram and YouTube — which can be why the corporate is testing long-form video.
Meta Can Thank AI (And Reels) For Instagram’s Momentum In 2023
Final week, throughout Meta’s Q3 earnings report, Mark Zuckerberg revealed that Reels has pushed a “greater than” 40% enhance in time spent on Instagram. Prefer it or not, Reels has change into a dominant a part of the core Instagram app expertise. Powering Reels is, after all, Meta’s AI-based suggestion engine. Whereas customers initially pushed again when Instagram doubled down on its algorithmic feed, there’s little doubt that it’s been a driving pressure for Reels discovery and engagement. We count on this momentum to proceed into 2024, after we predict that “large media” will get its mojo again.
Forrester purchasers: Need to dive into our full Youth Survey information set? Schedule a Forrester steering session and let’s chat!
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