📲 Gen Z’s Top 3 Social Media Platforms: How to reach young people on social media!

Find out exclusively in the Digiknall Newsroom what insights can be drawn from this and how this study can transform your social media strategy! 💥

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1. WhatsApp: The undisputed leader

According to a survey by the Institute for Youth Culture Research, 87% of 11- to 17-year-olds use WhatsApp. However, the platform has long served more than just direct communication: features such as groups, broadcasts, communities and video calls make WhatsApp a versatile all-rounder. Since the surveys began, WhatsApp has consistently ranked 1 and therefore remains the most important social media platform for young people in Austria.

WhatsApp can also be relevant for businesses: its high usage and users’ familiarity with the platform offer an ideal opportunity to enter the target audience’s private sphere.

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2. YouTube: More than just long-form videos

YouTube takes second place. Originally known for classic long-form videos, the platform has evolved considerably. Short vertical videos are showcased in the Shorts feed, YouTube Search is used as a search engine, and livestreams are becoming increasingly popular.

The introduction of the Shorts feed in particular – similar to the TikTok feed – shows where the social media landscape is heading in 2025: vertical short videos that entertain young people and motivate them to stay on the platform for longer.

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3. Snapchat: The quiet riser

Snapchat has seen the largest increase among the platforms surveyed. More than 80% of 11- to 17-year-olds use the instant messaging service, which specialises in sending photos and videos that can only be opened once. The platform is particularly popular with girls.

Its features include Streaks, which reward daily “Snapping” with flames, as well as an interactive map that shows friends’ live locations. Snapchat also scores points with an integrated AI chatbot that answers questions in a similar way to ChatGPT.

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Instagram and TikTok: Almost neck and neck 📊

Instagram and TikTok also remain indispensable and are used by almost as many young people as Snapchat. All three platforms rely on vertical short-video feeds, reflecting the trend towards content that can be consumed quickly. Interestingly, none of the top-6 platforms has lost users compared with the previous year.

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Daily usage: Snapchat and TikTok dominate 📅

While only 47% of respondents use YouTube daily, Snapchat (89%) and TikTok (87%) are clearly ahead. Almost nine out of ten young people therefore access Snapchat every day. This frequent use is partly due to features such as Streaks, which foster long-term engagement. Young people’s own perception also reflects this: more than 65% say they spend a lot or a great deal of time on these platforms.

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European platform loses relevance 📉

BeReal, the European social media platform, experienced a significant decline. While 31 % of young people were still using BeReal last year, currently only 24 % are. The main reason for the decline is the increasing advertising in feeds, which has annoyed many users.

A new mention in the Youth Internet Monitor is Microsoft Teams, which is used by over 35 % of young people – primarily for school-related purposes. Since the pandemic, the platform has become established in many schools and is used for (video) calls as well as file and group sharing.

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ChatGPT and AI are ubiquitous 🤖

Three out of four young people have already interacted with an AI chatbot. The front-runner is ChatGPT, which is used by 78 % of male and 72 % of female young people. Snapchat also uses OpenAI's API, which has integrated the AI chatbot into the platform.

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Want to engage young people? Here’s how to optimise your social media strategy!

These three tips will help you reach young people effectively on social media:

1. Entertainment is King 🎤: Young people want to be entertained. Whether it’s short videos on Instagram, YouTube or TikTok, or content that can only be opened once on Snapchat – consumption is becoming ever faster. Your content should therefore not only be entertaining, but also informative.

2. Make use of platform diversity 🛶: Young people are active on several platforms at the same time. They expect distinct added value on each platform: WhatsApp for communication, YouTube for information, Instagram and TikTok for entertainment, and Snapchat for social connection. A consistent presence across different platforms is crucial.

3. Speak your target group's language 🗣️: To truly reach young people, you need to understand their problems and communicate in their language. Authenticity and relevance are key to building a lasting connection.

With these insights, you can optimise your social media strategy and position yourself successfully in the world of Gen Z!