Popularity among young people is now both a strength and a liability for the social platforms. This year, marketers will have to navigate a complex web of negative consumer perceptions, changing platform restrictions, and budding legislation that could impact how kids and teens use social media.

Key Question: How are young people using social media, and what does the growing scrutiny from consumers and lawmakers mean for marketers?

Key Stat: Roughly half of US teens ages 13 to 17 use TikTok (49%) and YouTube (54%) at least several times daily, per an October 2023 survey from Pew Research Center.