📲 The development of digital technologies and social media has significantly influenced communication patterns, information consumption, and consumer behavior among young people. In modern society, being active on social media has become not only a part of daily life but also a crucial factor in making purchasing decisions.

📍Popular Social Media Platforms Among Young People

According to recent research, in 2025, young people primarily use the following platforms:

1° TikTok – This short-form video platform has proven to be dominant among younger generations. Its algorithm enables high content visibility and the potential for viral reach. TikTok advertising includes sponsored videos, challenges, and influencer collaborations, allowing for a high level of user interaction.

2° Instagram – Although TikTok has taken the lead in terms of youth engagement, Instagram remains one of the most important platforms for visual communication and brand promotion. Instagram Reels, Stories, and influencer marketing have proven to be the most effective advertising tools. Additionally, the Instagram Shopping feature allows for direct purchases within the app.

3° Snapchat – While declining compared to previous years, Snapchat still maintains a loyal user base among younger demographics. Ads on this platform primarily appear as Snap Ads and sponsored filters/lenses, which allow for creative and interactive campaigns.

4° YouTube – As the most popular video platform, YouTube still holds a significant place among young audiences. In addition to standard video content, YouTube Shorts is gaining more attention, inspired by TikTok's short-form video format. Ads on YouTube reach a wide audience but require a larger budget compared to other platforms.

5° BeReal – An app that emphasizes authenticity and avoids traditional marketing approaches. Although it currently does not offer standard advertising options, brands can leverage organic marketing strategies and influencer collaborations to connect with younger audiences.

📍Advertising Effectiveness on Social Media

Research shows that TikTok and Instagram are currently the most effective advertising platforms, primarily due to high user engagement and advanced audience-targeting algorithms.

• TikTok allows for the placement of creative and entertaining content with high viral potential, making it ideal for brands looking to connect with younger audiences.

• Instagram offers a combination of visual marketing, influencer promotion, and direct shopping options, making it essential for e-commerce brands.

Social media has become the central channel for communication and advertising among young people, with TikTok and Instagram leading as platforms with the highest marketing potential. By effectively utilizing these channels, brands can successfully reach their target audience and achieve high engagement rates. Future research can focus on analyzing the long-term effects of such advertising and its impact on the consumer habits of young people.