Instagram is the most popular social media app among 18-29 year olds.

“Instagram is by far the most used social media outlet for my age group,” writes Andrew Watts, a University of Texas at Austin sophomore, in a popular Medium post that offers “A Teenager’s View on Social Media.” Pew’s Social Media Update 2014, released last week, confirms a strong and growing interest in Instagram among U.S. Millennials: More than half (53 percent) of Internet-using 18- to 29-year-old Americans use Instagram, up from 37 percent in 2013. Across demographics, Pew reports that half of all Instagram users check the platform daily.


Watts lists several reasons he and his peers love Instagram, including the fact that the feed tends to be far less cluttered and higher quality; liking a post isn’t broadcast the way it is on Facebook (appearing in the newsfeed); and getting tagged in a photo doesn’t mean people far and wide will see it. “Everything about [Instagram] makes it less commercialized and more focused on the content” than Facebook, he says. Most people have several social media outlets, says Pew: 52 percent of online American adults use two or more social media sites, up from 42 percent in 2013.

Instagram continues to drive the shift to a more visual vocabulary, and marketers are getting ever more sophisticated and ambitious with the images they post on the platform. But they’ll need to stay aligned with the qualities that Millennials like Watts most appreciate about the feed.