Gen Z Social Media Statistics 2025: Platforms, Behaviors & Trends

Picture a high school hallway during lunch break. Heads down, thumbs scrolling, earbuds in. This isn’t boredom, it’s engagement. For Generation Z, social media isn’t just a way to stay connected; it’s how they navigate identity, find entertainment, and even make purchasing decisions. Born between 1997 and 2012, Gen Z is the first cohort to grow up entirely in a digital world, and in 2025, their digital footprint is larger and more influential than ever.

In this article, we’ll break down the latest Gen Z social media statistics for 2025, helping marketers, brands, and curious minds understand what’s trending, where attention is going, and how this generation is shaping the online world one tap at a time.

Editor’s Choice

• 94% of Gen Z report using at least one social media platform daily in 2025.
• TikTok remains the #1 platform, with over 83% of Gen Z users logging in at least once a day.
• Instagram usage among Gen Z has declined by 9% YoY, with a shift toward short-form video platforms.
• YouTube remains the second most-used platform, engaging 78% of Gen Z daily, especially for long-form content.
• Threads by Meta, introduced in late 2023, now captures 27% of Gen Z users weekly in 2025.
• BeReal’s daily usage dropped by 40%, showing trend fatigue and a shift toward more dynamic platforms.
• 85% of Gen Z prefer brands that use memes or cultural references appropriately in social media advertising.

Gen Z Daily Social Media Usage Patterns

• Only 3% of Gen Z spend less than 1 hour per day on social media.
• 6% of Gen Z users limit their daily usage to 1 hour.
• A notable 17% spend 2 hours on social media each day.
• Both 3-hour and 4-hour daily usage are tied, with 18% of Gen Z reporting each duration.
• The largest group, 35%, spends more than 4 hours per day on social media, highlighting heavy usage among Gen Z.

Most Popular Social Media Platforms Among Gen Z

• TikTok leads with 83% daily active Gen Z users in 2025, dominating video-first social engagement.
• YouTube is used by 92% of Gen Z monthly, and its premium tier adoption is up 19% YoY.
• Instagram holds 71% weekly engagement from Gen Z, though its relevance is declining in the face of newer apps.
• Snapchat continues strong with 68% of Gen Z using it weekly, particularly for direct communication.
• Threads by Meta is gaining momentum, now with 42 million active Gen Z users in the U.S. alone.
• X (formerly Twitter) sees limited traction, only 22% of Gen Z use it regularly in 2025.
• Reddit usage among Gen Z rose 14% in 2024–25, especially for niche communities and meme culture.
• Pinterest is used by 38% of Gen Z females, mostly for fashion, wellness, and home inspiration.
• Discord remains popular, especially among Gen Z males, with over 40 million U.S.-based users engaging weekly.
• LinkedIn is growing quietly, with a 12% increase in Gen Z users, mostly driven by internship seekers and new grads.

Daily Usage Statistics by Platform

• TikTok users aged 13–24 spend an average of 89 minutes per day on the app in 2025.
• YouTube clocks in at 76 minutes daily, with Gen Z preferring “multi-hour scroll sessions” on weekends.
• Snapchat stories and chat features pull in an average of 52 minutes/day from Gen Z users.
• Instagram’s daily usage among Gen Z dropped to 45 minutes/day.
• Threads users spend 22 minutes/day on average, signaling moderate stickiness for a new platform.
• Reddit usage time among Gen Z is around 31 minutes/day, with spikes during gaming or entertainment news cycles.
• Discord users average 61 minutes/day, often spread across multiple niche servers.
• BeReal’s daily user session time plummeted to under 5 minutes, making it one of the least sticky apps in 2025.
• Facebook sees just 16% daily usage from Gen Z, mainly for group interactions and legacy family connections.
• WhatsApp usage is growing slowly, with 28% of U.S.-based Gen Z now using it daily.

Social Media Purchases by Generation

• 27% of Millennials have made purchases directly within social media apps, the highest among all age groups.
• 22% of Gen Z have also bought products on social platforms, reflecting strong adoption.
• 19% of Gen X consumers made purchases via social apps, showing moderate engagement.
• Only 8% of Boomers used social media apps to shop, indicating low digital commerce activity.
• Across all generations, the average stands at 17% engaging in social media shopping.

Gen Z Preferences: Video Content vs. Static Posts

• 81% of Gen Z say they prefer short-form video over images or text content.
• Loopable, sound-on videos perform 42% better with Gen Z than traditional videos without interactivity.
• Static image posts receive 50% fewer likes and 38% fewer shares from Gen Z audiences in 2025.
• Live video content on TikTok and Instagram is favored by 61% of Gen Z, especially during Q&A or product demos.
• User-generated content (UGC) is twice as effective with Gen Z as brand-produced studio footage.
• GIF-style motion graphics still engage Gen Z, especially in stories and micro-content formats.
• 85% of Gen Z engage more with authentic, lo-fi videos compared to polished corporate clips.
• Brands using meme formats see a 23% lift in organic reach with Gen Z audiences in 2025.
• Gen Z males prefer gaming and tech content, while Gen Z females lean toward wellness and fashion reels.
• Educational short-form content grew by 18% YoY, with platforms like TikTok EDU emerging as content leaders.

Platform Engagement Rates for Gen Z Users

• TikTok boasts a 73% engagement rate among Gen Z users, the highest across all platforms in 2025.
• Instagram reels see a 51% engagement rate, though overall platform engagement has dipped slightly since 2024.
• YouTube Shorts’ average watch-through rate is 61% among Gen Z, outperforming long-form videos in engagement.
• Snapchat stories have a 67% open rate, while its Discover section garners 42% swipe-through engagement.
• Discord’s server participation rate is 82% among Gen Z members active in two or more communities.
• Reddit’s upvote/comment ratio has increased by 17% YoY, with Gen Z driving content in meme, finance, and tech subs.
• BeReal’s re-engagement rate fell to 19%, reflecting user fatigue and a return to more dynamic platforms.
• Threads by Meta holds a 34% reply/comment engagement rate, higher than Twitter’s 26% from previous years.
• Facebook groups used by Gen Z have a consistent 48% weekly engagement, largely for college and local communities.
• Pinterest pins by Gen Z creators saw a 24% rise in saves, particularly in DIY, beauty, and style categories.

Gen Z Social Media Usage by Platform and Purpose

• For product discovery, TikTok leads with 77%, closely followed by Instagram at 75%, while Facebook lags at 41%.
• When it comes to news and events, TikTok (63%) and Instagram (62%) are nearly tied, outperforming Facebook’s 48%.
• For customer care, Instagram ranks highest at 72%, ahead of TikTok (62%) and Facebook (47%).

These figures highlight TikTok and Instagram as Gen Z’s top platforms for engaging with brands, staying informed, and seeking support.

Gen Z and Influencer Interaction Trends

• 74% of Gen Z follow at least one micro-influencer, defined as creators with fewer than 100K followers.
• Only 18% trust celebrity endorsements, preferring creators perceived as relatable and authentic.
• Gen Z values transparency, with 72% more likely to trust influencers who disclose sponsorships clearly.
• Influencers on TikTok drive 43% of Gen Z’s product discovery, surpassing Instagram for the first time.
• YouTube creators lead in trust, with 62% of Gen Z saying they “feel connected” to long-form content influencers.
• Gen Z’s interaction with live shopping streams jumped 29% YoY, especially through TikTok Shop and YouTube Live.
• Beauty and fashion influencers receive the highest engagement, with a 6.1% average engagement rate per post.
• Influencers who engage via comments and Q&As see a 45% boost in follower loyalty.
• Podcasters on Spotify and YouTube are gaining traction, with 27% of Gen Z following influencers who host shows.
• AI-generated influencers, such as digital avatars, are followed by 13% of Gen Z, marking an experimental but growing trend.

Privacy Concerns and Platform Trust Among Gen Z

• 81% of Gen Z are concerned about data privacy on social media in 2025.
• Only 14% say they fully trust social platforms to handle their personal information responsibly.
• TikTok ranks lowest in trust among major platforms, with 38% expressing active concern over its data policies.
• Instagram and Facebook are seen as “data exploitative” by 67% of Gen Z, contributing to declining engagement.
• Gen Z prefers platforms with better transparency, like Discord and Reddit, both viewed as more community-driven.
• 54% of Gen Z users now use ad blockers or privacy tools.
• More than 40% of Gen Z have adjusted privacy settings within the first week of joining a new platform.
• End-to-end encryption awareness rose significantly, with 61% of Gen Z favoring encrypted messaging platforms.
• 70% of Gen Z users read at least part of a privacy policy before accepting terms, a notable cultural shift from Millennials.
• Platforms offering anonymous browsing options like Reddit and Telegram saw a 25% increase in Gen Z usage.

Gen Alpha: Social Media Exposure and Parental Concerns

• Over 50% of children begin using social media before age 12, indicating early digital exposure.
• 73% of parents express concern about their child’s social media use.
• 75% of parents say they actively monitor their children’s online activities.
• On average, children are exposed to social media by age 8.
• 40% of Gen Alpha own their first smartphone by age 8, marking an early tech milestone.

Social Media’s Role in Gen Z Purchasing Decisions

• 77% of Gen Z made a purchase influenced by social media in the past 6 months.
• TikTok leads product influence, with 52% of Gen Z discovering products through viral trends and creator reviews.
• Instagram Stories and Shop features drive 38% of Gen Z purchases, mostly in fashion, beauty, and home goods.
• YouTube unboxing and review videos influence 44% of Gen Z buying decisions, especially in electronics and tech.
• Snapchat’s AR filters contributed to $1.2 billion in direct Gen Z-driven purchases in the past year alone.
• Gen Z trusts peer reviews more than traditional ads, with 69% citing user comments and ratings as deciding factors.
• Live commerce events prompted 31% of Gen Z to make impulse purchases, especially during creator-hosted events.
• Pinterest influences 21% of Gen Z purchasing in the lifestyle and decor categories.
• Over 40% of Gen Z use social platforms to compare brands before purchasing, valuing community opinions over SEO content.
• Buy-now-pay-later options embedded in social shopping features were used by 27% of Gen Z in 2025.

Mental Health and Social Media Use Among Gen Z

• 66% of Gen Z report that social media impacts their mental health, with varying effects depending on platform use.
• Instagram and TikTok are most associated with negative self-image, especially among females aged 13–20.
• 55% have taken at least one “social media detox” in the past year to manage anxiety and digital fatigue.
• Reddit and YouTube are rated as the least stressful platforms, offering more long-form and passive content.
• Mental health hashtags like #mentalhealthmatters and #digitalwellness saw a 21% rise in 2025.
• Apps with screen-time limit tools are favored by 32% of Gen Z, especially among younger teens.
• Sleep disruption due to late-night scrolling is reported by 61% of Gen Z.
• Therapists and wellness influencers on TikTok see strong followings, with therapy-themed accounts averaging 5.3% engagement.
• 27% of Gen Z follow mental health-focused accounts, using content for both inspiration and coping tools.
• Online communities promoting body neutrality and emotional validation continue to grow, offering safer spaces for expression.

What Gen Z Values Most in a Website Experience

• 43% of Gen Z say it’s most important that websites are easy to navigate and help them find what they want quickly.
• 36% prioritize a smooth checkout and payment process, emphasizing convenience.
• 35% value the ability to view ratings and reviews, reflecting their need for trust and social proof.
• 27% prefer sites with no pop-up messages or ads, showing a dislike for distractions.
• 26% appreciate a clean and sleek design, underlining the importance of visual appeal and simplicity.

Regional Differences in Gen Z Social Media Usage

• In the U.S., 93% of Gen Z are active on at least three platforms, with TikTok, Instagram, and YouTube leading the pack.
• Gen Z in Canada shows higher reliance on Reddit and Discord, especially among male users aged 18–24.
• UK Gen Z users spend the most time on TikTok (95 mins/day), with strong engagement in creator-led challenges.
• Australia’s Gen Z users favor Instagram reels and YouTube Shorts, with a noted 8% decline in Snapchat use.
• India’s Gen Z population leans heavily on YouTube and WhatsApp, with short-form video usage up 22% YoY.
• Brazilian Gen Z users prefer visual-first content, with Instagram Stories and TikTok usage topping 80% penetration.
• In Germany, Telegram and Signal are gaining popularity among Gen Z for privacy-centric messaging.
• Japan’s Gen Z favors Twitter (X) for real-time news and commentary, despite the global decline in usage.
• South Korea’s Gen Z is driving a resurgence in community-based apps, including local SNS platforms like KakaoStory.
• Middle Eastern Gen Z users are engaging more with Snapchat AR and TikTok Shop, especially in Saudi Arabia and the UAE.

Advertising Effectiveness on Gen Z Through Social Platforms

• 67% of Gen Z skip or scroll past ads unless they are entertaining, relatable, or educational.
• User-generated ads (UGAs) receive 4.2x more engagement than traditional branded content in 2025.
• In-feed video ads on TikTok show 72% higher click-through rates compared to static Instagram ads.
• Interactive ad formats, like polls or quizzes on Instagram Stories, see a 40% engagement boost with Gen Z.
• Over 58% of Gen Z trust recommendations made by influencers more than brand ads.
• Snapchat AR lens ads have driven over $1 billion in Gen Z purchases this year, up 15% YoY.
• Gen Z expects personalization, and 62% are more likely to engage with ads tailored to their interests or behaviors.
• Audio ads on Spotify and YouTube are gaining ground, with 25% of Gen Z listening through to the end of promoted content.
• Brands using social justice messaging authentically saw a 22% increase in Gen Z brand loyalty, while performative ads backfired.
• 70% of Gen Z are annoyed by retargeting that feels invasive, preferring subtle value-driven content marketing.

Racial Composition of Gen Z in the US

• 52% of Gen Z in the US identify as White, making up the majority.
• 25% are Hispanic, representing the second-largest racial group.
• 14% identify as Black, showing significant representation.
• 6% of Gen Z are Asian, reflecting growing diversity.
• 5% fall into the Other racial category, highlighting additional multicultural backgrounds.

Gen Z Usage Trends: Messaging Apps vs. Traditional Platforms

• Messaging apps now dominate over traditional social platforms in time spent, especially WhatsApp, Discord, and iMessage.
• WhatsApp’s Gen Z usage grew 18% YoY, with business chat features increasing brand-user interactions.
• Discord is the top messaging app for Gen Z in the U.S., with 41% of users spending over 1 hour daily in topic-specific servers.
• Snapchat remains a hybrid, serving both content consumption and direct messaging needs for 69% of Gen Z users.
• Telegram adoption among Gen Z surged 21%, particularly in regions concerned with privacy and censorship.
• Facebook Messenger usage dropped below 20%, with younger Gen Z users abandoning it for newer platforms.
• Group chats dominate daily communication, with 72% of Gen Z participating in at least two.
• Voice messaging is up 37%, largely driven by WhatsApp, iMessage, and Telegram features that offer convenience.
• AI chat assistants in messaging apps are being used by 26% of Gen Z for recommendations, planning, and even therapy support.

Recent Developments

• TikTok’s integration with generative AI tools in 2025 allows creators to auto-edit, voice-over, and subtitle videos, adopted by 55% of Gen Z creators.
• Instagram rolled out AI-powered content filters, allowing Gen Z users to suppress content that triggers anxiety or comparison stress.
• YouTube launched “QuickWatch,” a 60-second AI-summarized highlight tool now used by 27% of Gen Z viewers.
• Meta introduced “Smart Threads,” an AI-generated thread suggestion engine that recommends content ideas based on user history.
• Pinterest’s new “Inspire Me” AI mode customizes style boards using voice prompts, popular with Gen Z females and creatives.
• Snapchat’s Bitmoji avatars gained AI-generated wardrobe and setting options, boosting engagement in Snap Maps and stories.
• BeReal added time-flexible posting, but Gen Z adoption remains low at under 20% active users.
• X (Twitter) has launched “XSpaces 2.0” with co-hosting and monetization features, but traction among Gen Z remains limited.
• Gen Z creators are driving the micro-content economy, with 1-2 minute content now outperforming both long-form and static media.

Conclusion

Gen Z isn’t just shaping the social media landscape, they’re building it. In 2025, this generation continues to redefine how we connect, advertise, and communicate online. From short-form videos to AI-enhanced messaging apps, their behaviors are clear: authenticity matters, privacy is non-negotiable, and entertainment needs to be on-demand. As brands and platforms adapt, those that listen, truly listen, to Gen Z will find themselves not just surviving, but thriving in the digital future.

Sources

• https://sproutsocial.com/insights/new-social-media-demographics/
• https://cropink.com/gen-z-social-media-usage-statistics
• https://explodingtopics.com/blog/gen-z-stats
• https://www.statista.com/statistics/617136/digital-population-worldwide/
• https://www.socialpilot.co/blog/social-media-statistics
• https://analyzify.com/statsup/gen-z
• https://www.statista.com/statistics/1276021/instagram-snapchat-tiktok-gen-z-users/
• https://analyzify.com/hub/marketing-to-gen-z