| Instagram's dominance across the world is strong, as more than one-third of global social network users are active on the platform, and its penetration among internet users will top 30% next year. However, Instagram should be wary of emerging competitors, as its popularity among teens continues to decline—Instagram will add just 400,000 teen users between 2020 and 2025.
Many teens aren't signing up for Instagram, because they prefer other social networks, such as TikTok and Snapchat. In addition, as a large chunk of US Instagram users are approaching middle age, the platform may not offer the right appeal to encourage teens to join in the first place.
That said, millennials are one demographic that doesn't appear to be growing out of Instagram any time soon. "While TikTok will overtake Snapchat among millennials in 2023, it will remain a distant second place to Instagram," said Jasmine Enberg, analyst at Insider Intelligence. What's more, as millennials continue to be the core of Instagram's user base—forecast to make up 38.4% of US Instagram users by 2025—it's imperative that the platform continues marketing to this demographic. | |
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