The news: 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.
More on this: 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.
More trouble for Meta: Instagram’s high engagement is a saving grace for Meta, which has been struggling with young users for years. But the survey showed that its plans for the metaverse aren’t making inroads with teens either.
Looking forward: Visually oriented social media apps have a tighter grip on teens. TikTok’s dominance is made clear by the copycat products launched by its competitors and its rapidly growing advertising revenue. If other social platforms want to mimic its success, they’ll have to find ways to create similar highly personalized experiences for users in ways that comply with tightening privacy and data regulations.