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Gen Z and Millennials Aren’t Looking for the Same Kind of Content on Every Social Media Platform

Gen Z and Millennials are looking for different types of content from each of their most-used social media platforms—and brands can use that to their advantage…

Written and Edited by the YPulse Editorial Team

Dec 12 2022
North America

KEY TAKEAWAYS

Every platform serves a different main purpose to Gen Z and Millennials, whether personally social, for viral content, or to find brands
Young people are most looking for straightforward brand content on Pinterest, YouTube, Instagram, and Facebook
Brands / product content can blend into other kinds of content through influencer collabs and tapping into viral memes

YPulse data shows Gen Z and Millennials are active users of an average of six social media platforms. On each one, all brands are competing for their divided attention—but it’s important to know that young people are going to each platform in search of different content. In fact, our TikTok Effect trend research found 84% of young consumers agree “I go to different social media platforms for different reasons.” For brands, this means that content can’t be one-size-fits-all across platforms—they’ve got to pay attention to exactly what purpose each one serves for young audiences. In YPulse’s The TikTok Effect trend...