As one of the most popular social networks among young people, Instagram continues to please Gen Z and Millennials. So what’s driving that success, and what are these generations looking for when they head to this platform?

Instagram is far from losing out to TikTok. While the Chinese social network stands out as the favourite of 13-to-39 year-olds, the Meta group's platform is still holding on to second place, according to research by YPulse. In fact, Instagram has grown in popularity in recent months.