Teens prefer brand engagement on Instagram

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If you want teens’ attention directed toward your brand, it’s best to tap on Instagram marketing.

Gen Zers (born 1997 to 2012) prefer when brands use Instagram to reach them.

A new Piper Jaffray survey shows that 70 percent of respondents prefer brand engagement via Instagram rather than other social channels.

Instagram is carving its way to being a major shopping channel. Brands can insert links so users can buy products advertised on the platform. And owner Facebook gets a cut of the revenue.

Teens rave about Instagram. 90 percent of 14-to-18-year-old respondents use it.

Snapchat comes second in branding. Less than 50 percent of teens prefer brand engagement on this social network.

Twitter and Facebook fared worse on the survey. They fell behind email (38 percent), text messaging (35 percent) and website ads (30 percent).

Only 20 percent of teens prefer brand engagement on Twitter, and 12 percent on Facebook.

Facebook’s popularity has dwindled among teens. Only 36 percent of teens reported that they use the social network monthly. In fall 2016, this was at 52 percent.

Pinterest was also in the ranks. The report shows that 25 percent of respondents used it.

The case for Snapchat

Even though Snapchat placed second on brand engagement, it’s still cited as the favorite platform among teens.

While Snapchat remained the favorite, more teens surveyed now use Instagram (84 percent) more regularly than Snapchat (81 percent).

Instagram is only a few points behind Snapchat as the favorite. And Snapchat’s lead falls with each biannual survey from Piper Jaffray.

The growth of Instagram among teens reflects its dominance over Snapchat overall.

Snapchat’s daily active users has shrunk to 186 million. Instagram’s daily active users has surpassed 500 million.

The survey also asked teens about their top influencers on several platforms.

Favorite Instagram influencers included Kylie Jenner (131 million followers) and James Charles (15.2 million followers).

Piper Jaffray found that 80 percent of female teens use online influencers to discover beauty trends.

Piper Jaffray asked 8,000 teens across the U.S. about their branding preferences, spending habits and behaviors.

The survey result is hot on the heels of Instagram rolling out its checkout option on March 19. The tool allows consumers to buy products within the app.

Starting more than half a year ago, Instagram allowed users to click on links to buy items through the app.

“Shopping is more than an errand – it’s also about what you discover along the way,” said Instagram when it launched in-app shopping.

“For many people on Instagram, shopping is an entertaining way to get inspired and connect with new and interesting brands.”

Some analysts said in-app shopping could generate $10 billion in revenue by 2021.


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Author: Francis Rey

Francis is a voracious reader and prolific writer. He has been writing about social media and technology for more than 10 years. During off hours, he relishes moments with his wife and daughter.

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