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

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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.

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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.

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 Social Media Usage by Platform and Purpose — *(Reference: SimpleBeen)*

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.