B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
91%
91% -- platform engagement rate for Gen Z and younger millennials on Instagram (2025)
91% of Gen Z and younger millennials are highly engaged on Instagram.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
91%
Unit
Percentage
Data Vintage
2025
Entity
Geography
EMEA
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sprout Social
Primary
Tier C
https://www.writewiser.co.uk/post/how-to-target-the-right-audience-at-the-perfect-time ↗
Source Article
How to target the right audience at the perfect time
How to target the right audience at the perfect time
Remember the Super Bowl 2025?
It was a big event, and everyone was talking about Kendrick's song Not Like Us, where he took a shot at Drake.
Many brands and celebrities joined in on the jokes, including Duolingo. They used a famous line from the s…
Original Research
Sprout Social
· Original study ↗
Methodology
Cited from Sprout Social research
Methodology documented
Segmentation
Industrysocial_media_marketing
RegionEMEA
RoleSocial Media Manager
Channelsocial
Cite this stat
Plain Text
Gen Z and younger millennials on Instagram: 91% platform engagement rate. Source: Sprout Social (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-instagram-engagement-2025
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<blockquote cite="https://lighthousedata.io/data/gen-z-instagram-engagement-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>91%</strong> -- platform engagement rate for Gen Z and younger millennials on Instagram<br><small>Source: Sprout Social (2025) · <a href="https://lighthousedata.io/data/gen-z-instagram-engagement-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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