Certain behaviours on social media are growing more popular. What are they?

Youth-oriented social media platforms such as TikTok, Instagram and Snapchat are increasingly being used to find information about products and brands and to keep up-to-date with the news, according to a report from GWI. Additionally, these platforms are also increasingly becoming vehicles for messaging, per the data.
Looking specifically at TikTok, the research indicates that there’s been a doubling (+102%) between Q4 2020 and Q4 2023 in the number of its users around the world who log onto it to follow/find information about products and brands. This aligns with recent results from a survey in the US in which youth said they were more likely to conduct research on TikTok before making a big purchase than to ask family and friends about it.