Today's teens navigate a vast and ever-evolving social media landscape, making intentional choices about which platforms best fit their needs. From quick bursts of entertainment to deep dives into their interests, teens use different platforms in different ways.

Based on a survey of over 2,000 teens, ages 13 to 18, this article breaks down how teens select and engage with social media platforms, highlighting the differences between their favorites and those they use the most. These insights can help brands and organizations craft content that is tailored to how teens naturally engage online.

Teens overwhelmingly favor visual-first platforms, with TikTok, YouTube, and Instagram dominating their preferences.

TikTok is the most loved platform, with 32% citing it as their favorite. Its never-ending scroll of snackable videos makes it a go-to for entertainment and trends.

YouTube comes in second (20%). Known for its longer, more immersive content, teens turn to YouTube for tutorials, music videos, and deep dives into their interests.

In third place is Instagram (16%), offering a blend of curation and connection through photos, Stories, and direct messaging.

Snapchat (12%) and Facebook (7%) round out the top five, with Snapchat especially popular for quick private conversation.

Breaking it down by gender, females are more likely to say TikTok is their favorite platform, while males are twice as likely to prefer YouTube.

Loving a platform isn’t the same as using it daily. For instance, while TikTok is teens’ top pick, YouTube sees more daily engagement (71% vs 63%). YouTube is a go-to for intentional content consumption. By contrast, TikTok is about instant gratification and trend-based discovery. “I use TikTok when I don't want to get super involved in something,” says a 15-year-old male from Oregon. “YouTube is the opposite. I like to watch long-form videos that focus more on my interests.”

To reach teens effectively, brands should align their content approach with how teens engage on each platform:

YouTube is for deep dives. It is the perfect platform for long-form, searchable, evergreen content (tutorials, explainers, educational series).

TikTok is the place for content about trends. It’s best for short-form, engaging, and trend-driven content (challenges, humor, quick tips). Content doesn’t need to be highly produced; it should just be fast-paced and attention-grabbing.

Instagram works for curated content and direct engagement. It offers multiple content formats–still photos, Reels, and Stories–and allows for community interaction.

You might also tailor your platform selection by the demographic you are trying to reach.

Females over-index on daily time spent on TikTok (+14%), Instagram (+13%), and Pinterest (+29%).

Males are more likely to use YouTube, Discord, Reddit, and X (formerly known as Twitter) daily.

Regional trends show that Snapchat and Facebook have stronger traction in the Midwest, while teens in the Northeast use YouTube and Instagram more.

Understanding each platform’s particular appeal to teens can help your organization develop the right social media campaign by tailoring content for a more personalized experience.

To learn more about how teens navigate life online, download the full report