[eMarketer] TikTok surpasses Snapchat as the favorite app of teens

TikTok has supplanted Snapchat as the favorite social media app of US teens, with Facebook and Twitter lingering far behind, according to Piper Sandler’s “Taking Stock With Teens” survey.

TikTok’s popularity with teens (and advertisers) is climbing, and though platforms have come for its lunch with short-form video products of their own, it’s still a dominant force in social media.

eMarketer posits that thirty-three percent of respondents said TikTok was their favorite social media app, surpassing Snapchat (31%) for the first time. But popularity doesn’t tell the whole story: Despite TikTok’s popularity and influence on culture, Instagram still led engagement with 89% of respondents saying they used it at least once per month, followed by Snap at 84% and TikTok at 80%.

Meanwhile, Facebook and Twitter’s problems attracting young users persist. Only 31% of respondents said they use Facebook at least once per month. We expect Facebook to lose 1.7 million teen users between 2020 and 2025, leaving it with 8 million. Twitter will lose 200,000 teens in the same period, leaving it with 5.2 million.

Read the full eMarketer article here

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