The study is aimed at identifying and analyzing key determinants that influence the propensity of youth to prefer one social network over another. The methodological basis of the work consisted of a comprehensive systems analysis and synthesis of scholarly publications combined with the processing of statistical datasets from recognized industry sources. As a result, a close relationship was established between user choices and three interrelated factors: the specifics of algorithmic content ranking mechanisms, the dominant formats of materials and the sociocultural constitution features of each network’s community. Thus, TikTok emerges as an ecosystem stimulating authentic self-expression, interactive engagement and the consumption of predominantly entertainment media products, whereas Instagram retains the status of a gallery of visually refined idealized content serving as a means of social validation and personal brand maintenance. The scientific novelty of the study lies in the proposal of an adaptive model of PR strategies that accounts for the unique psychographic and behavioral characteristics of each platform’s users. The findings demonstrate the impossibility of effectively applying universal communication solutions and justify the need to design targeted tactics customized to the specifics of TikTok’s and Instagram’s functioning. The presented materials will be useful to both media communications researchers and PR and marketing practitioners seeking to optimize interactions with youth audiences.

TikTok, Instagram, Generation Z, user preferences, PR strategies

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