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Some of Gen Z’s favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.

The boost in female gamers likely comes from high social media usage. What does this mean for advertisers? Expand the definition of gamers. The popularity of digital gaming across generations offers an opportunity to redefine the gamer image.

Social media usage is becoming more polarized and personalized, while a possible TikTok ban threatens to shake up the landscape. With or without TikTok, social video is here to stay. But social search and messaging will also demand marketer attention, especially as shopping gets more social. Political polarization will disrupt an already fraught social landscape.

Israel's social media usage was nearly universal at 98.8%, 2.4 percentage points higher than the regional average. However, respondents averaged 2:19 daily with social media and messaging apps, compared with the regional average of 3:04. Saudi Arabia. Saudi Arabia led the region in online TV/streaming consumption.

Messaging is now a core part of social media usage. People are posting less and chatting more on social platforms. The majority of respondents (62%) surveyed by YouGov in December 2023 had used social media to connect or stay in touch with family, friends, and colleagues. That was significantly more than the 24% who had used it to share parts of their life or thoughts.

Latin America was the global leader in social media usage at 99.5%. The region also ranked No. 1 (98.8%) when respondents were asked if they used any of 49 social networks. Usage is spread across many platforms, as the region led all others for usage of seven or more social networks.

The trend: Most consumers are skeptical of the health information they see on social media, according to a new KFF survey. The big takeaway: Even as social media increasingly becomes a health information tool, consumers know there is plenty of medical misinformation and influencer self-promotion flooding the internet. But these survey findings also present an opportunity for healthcare brands and marketers to stand out from the crowd with platform-specific strategies that can help build customer relationships.

The news: Social media is no longer just a branding tool—it’s a commerce engine, particularly among Gen Z. Over half (56%) of US Gen Zers have made a purchase because of a social media influencer, per CivicScience’s 2025 Gen Z Media Consumption report. That’s up from 41% in 2023. 52% of Gen Zers have made a purchase directly on a social media platform, compared with 32% of adults over 30. Our take: Gen Z’s buying behavior is embedded in social-first platforms, where influence equals transaction. Partnerships with nano-influencers, who often have extremely engaged audiences, can help boost reach. Brands should test direct in-platform checkout integration on social media to boost conversion and capitalize on growing ecommerce options on platforms like TikTok and Instagram.

Social media usage in Taiwan was nearly universal. Almost all respondents (99.3%) reported using social media, the highest rate in the region. It surpassed the regional average of 97.2%. Additionally, 98.7% of respondents used messaging services, leading the region and exceeding the 96.0% average. The largest YoY change was in radio listenership.