Gen Z Leads Social Media Growth Across Key Platforms

Social media use is growing across all generations, but none more so than Gen Z. In 2024, Gen Z’s social media engagement in the US is projected to increase by 7.7%, compared to a modest 1.8% for the overall population, according to recent forecasts from May 2024.

“Our analysis shows that Gen Z is rapidly closing the gap with millennials,” stated Paola Flores-Marquez, an analyst, during the “Behind the Numbers: The Daily” podcast. She highlighted that Gen Z is catching up with millennials on platforms like Instagram and soon on Reddit. Additionally, younger members of the generation are beginning their social media journey on Facebook.

Here are three notable ways in which Gen Z is shaping social media use:

1. Instagram’s Growing Popularity Among Gen Z

Once predominantly a millennial platform, Instagram is now seeing a surge in Gen Z users. By next year, Gen Z users are expected to outnumber millennials on the platform, with 52.4 million Gen Zers forecasted to use Instagram in the US.

• Next year, over 75% of Gen Z is predicted to be on Instagram, compared to 70.5% of millennials.
• Gen Z users aged 18 to 24 are anticipated to spend an average of 45 minutes daily on Instagram, more than any other age group.

Flores-Marquez attributes Instagram’s growth to its ease of communication, noting that it’s more user-friendly for direct messaging than TikTok. It also offers a less personal way to connect with new people compared to sharing phone numbers. Millennials, on the other hand, seem less engaged due to increased responsibilities and a diminishing desire to showcase their lives online.

2. Reddit’s Appeal to Gen Z for Community and Learning

Reddit has emerged as a significant platform for Gen Z, with user numbers expected to grow by 21% this year, reaching 18 million in the US.

• Over a quarter (26.1%) of Gen Z will use Reddit in 2024, with the number projected to rise to 40.1% by 2028.
• Currently, millennials dominate Reddit usage, but their share is anticipated to decline as Gen Z gains ground.

Reddit’s impressive growth reflects Gen Z’s search for community and in-depth discussions, especially as other platforms like X (formerly Twitter) evolve. Flores-Marquez highlighted Reddit’s role in helping Gen Z explore their interests and engage in meaningful research.

3. Facebook’s Continued Relevance for Gen Z Connections

Facebook remains relevant for Gen Z, with the platform seeing an 8.6% increase in US Gen Z users this year, reaching 33.9 million.

• Nearly half (49%) of Gen Z is expected to be on Facebook by the end of the year.
• While the time spent on Facebook by Gen Zers aged 18 to 24 is decreasing year-on-year, the platform remains a cornerstone of their social media experience.

Flores-Marquez noted that Facebook’s utility lies in its ability to help users stay connected, both locally and globally. The platform enables neighborhood interactions through Groups and Facebook Marketplace, fostering real-world relationships in contrast to the more anonymous environments of other platforms like Reddit.

These trends underscore how Gen Z’s evolving social media habits are reshaping the digital landscape, particularly as they blend entertainment with community and connection.