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 report, we dive into why TikTok has become Gen Z’s favorite platform, but how other apps are maintaining their relevancy. When YPulse asks which platforms young people want to see these seven kinds of content on (of seven of their most used platforms) it’s clear that they’re expecting different kinds of content depending on the app: They go to each platform with different intentions The vast majority of Gen...
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