While Gen Z and Millennials’ social media use can fluctuate throughout the year, YPulse’s Social Media Monitor gives a direct comparison year to year: which platforms they remain loyal to, which they’ve begun to use less, and which are gaining popularity. This year, TikTok has continued to be the social media giant brands are focusing in on, as it continues to soar as Gen Z’s favorite social media platform. But YPulse data shows that every social media platform still has a purpose to young consumers, so it’s best for brands not to give up on other apps, which are still reaching a huge number of Gen Z and Millennial users. As brands plan their social media focuses for the new year, it’s important to know which platforms young people are using most right now. This is how 13-39-year-olds’ social media compares to this time last year: Overall, they’ve remained consistent users of their top platforms Though many top platforms show a small decrease in usership compared to last...
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